A strategic shift in ownership of corporate websites is occurring with power moving from IT departments to marketing teams. Until recently, content management systems were the responsibility of IT to centralize control of content. Now, marketers seek to fully leverage the web as the critical channel to drive business results. Marketers are seeking solutions that are agile and able to attract visitors and convert leads. This webinar covers: • The challenges and opportunities offered by the web as a channel to drive growth • The needs of web content management for marketing success verses IT control • Steps to take to harness the potential of the web to build demand • What skills really matter for marketers to win with web marketing

1. Beyond WCM: Driving Business from Your Website
May 13th 2010

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3. The Way the Internet Used to Be…
In 1997 there were 70 million internet users worldwide.
Graph Source: International Telecommunication Union (ITU), 2007
Statistic Source: Internet World Stats, www.internetworldstats.com

4. Before – WCM was an IT Initiative
What IT wanted in a WCM solution:
• Strict content management / ownership
• Content back-up / Security
• Firm scheduling and content consistency
• Page loading time
• Compatibility with data center
• Audit trails

5. But the World has Changed…
Image by SocialGrow

6. Internet Users Statistics – December 2009
Internet Users in the World by Geographic Regions -
2009
Asia
Europe
North America
Latin America
Africa
Middle East
Australia
0 200 400 600 800 1000
There are currently over 1.8 Billion internet users worldwide.
Source: Internet World Stats, www.internetworldstats.com

7. The Internet as Part of a Marketing Strategy
Attract & Engage
• The internet is now used as Capture
part of business and
marketing strategies
Nurture
Qualified
New
Customer

8. So What Does Marketing Need WCM to Do Now?
Landing Micro-
Pages sites
Members
PPC
Sections
Social Search
Media Engines
Mobile
Blogs
Apps
Drip Email
Email
Campaigns
RSS Website Webinars
Subscriber
Database
Sales

9. WCM is Now an Integrated Marketing Platform
What marketing wants in a WCM solution:
1. Flexibility and ease-of-use, for non-technical users
2. Business blogging
3. Syndication and social media integration
4. Analytics integration, tracking and testing
5. Simple form management with auto responders
6. Built-in lead database
7. Email campaigns to nurture leads
8. Workflow with approvals and versioning
9. Roles and Permissions
10. Digital asset management
Image from Jason Gulledge

10. Opportunities for Internet Marketing
• The web is now complex and distributed
this is both an opportunity and a
challenge
• It has gone from 1.0 (static and out-
dated) to 2.0 (dynamic and shared)
• David and Goliath

11. Case Study
• Salesforce.com vs. traditional enterprise software solutions
• Founded in 1999
• Internet savvy company that took on a traditional “Goliath”
• Now has over 72,500 customers and over 2,100,000
subscribers
• In January 2010 Salesforce.com had a revenue of $ 1.3 Billion
Source: Yahoo Finance, 2010
Source: Salesforce.com

12. Harness the web and building demand
SEO, Keywords, Social Media, RSS, Fresh
Attract & Engage Content, Blog
Landing Pages, A/B Split Tests, Form Builder,
Capture Secure Sections, Marketing Database,
Google Website Optimizer
Drip email campaigns, Educational content,
Nurture Webinars, Social Media Integration,
Business Blogging
Lead scoring, Subscriber Database, CRM
Qualified Integration, Activity profiling, Dynamic
Segmentation
New
Customer

13. Harnessing the Web: Skills You Need
• Creative – copywriting, content competency
• Analytical – strong attention to detail, ability to
understand metrics
• Determined – willing to continually improve
based on metrics to reach targets
• Inquisitive – desire to explore new marketing
channels, technology and opportunities

14. Questions?
Follow our blog at http://www.marqui.com/blog
Follow us on Twitter @Marqui_CMS
Richard Sharp, VP Marketing
richard.sharp@marqui.com
604.484.8543