The Website Visibility and Engagement Model for MarTech Explained
Revised July 14, 2017
The interactive graphic on our home page extends the established web presence optimization framework into “post-CRM” marketing (communication with known prospects, leads, and customers) to provide a useful model for planning a marketing technology (martech) strategy.
The objective wasn’t simply to produce yet another list of martech tool categories. There are plenty of those out there, like this one and this one.
Rather, it’s to provide a framework for marketers, particularly in small to midsized businesses (SMBs)—who aren’t particularly concerned about enterprise martech concepts like predictive analytics or real-time interaction management (RTIM) —to visualize how different types of tools fit together within their marketing processes.
This model helps SMB B2B marketers minimize gaps (missing functionality) and overlaps (duplicate functions in two or more different tools); select tools that work well together; and identify integration and training needs.
The model starts with content strategy and production, then moves to distribution channels, and then to metrics which feed back into the strategy level—all sitting atop a layer of tools that help optimize business operations, individual productivity, and other specific functional needs.
Level One: Content Strategy and Development
At this level are tools that help marketers develop and document their content strategy, using approaches like the ACKTT framework or thinking like a reporter.
This area is too often overlooked, but there are a wide array of helpful apps at this level, including tools for:
- Content Ideation
- Content Planning and Research
- Content Aggregation and Curation
- Writing, Grammar, and Headlines
- Visual Content Creation
- Photo Editing
- Video Editing
Effective content marketing starts with great content, so it’s important to start with the tools that can help plan and develop compelling content assets.
Level Two: Content Distribution and Promotion
At this level are the tools that help get your content noticed, through the five main online channels:
Website Design and Optimization: This includes tools for all aspects of SEO (keyword research, rank tracking, link building) as well as website design resources and WordPress plugins.
Social Media Marketing: In this channel are tools for social media monitoring and management along with platform-specific tools (for Facebook, Twitter, Instagram, etc.).
Influencer Relations: These are tools for content amplification as well as influencer identification and outreach.
Online Advertising: This channel includes tools for building social media campaigns and monitoring online advertising.
Prospect Marketing: These tools for reaching known (“post-CRM”) prospects include customer engagement, customer service management, email, marketing automation, and screencasting applications.
Level Three: Metrics and Analytics
At the highest level are tools for web analytics, competitive intelligence, and marketing performance management.
Analyzing the results of content marketing production and distribution efforts—both in terms of trends and benchmarked against competitors—enables CMOs and marketing directors to make informed decisions about budget allocation as well as tactical adjustments (what to more of, less of, differently, or not at all).
This model is designed to help marketing leaders view the tools in the context of marketing workflows. Taking that strategic view should in turn help marketing teams buy all of but only the tools they need, and integrate those tools to simplify workflows and support both business-level and operational analysis and reporting.
