HOW TO

MASTER

YOUR

MARTECHSTACK

Strategic frameworks for evaluating and prioritizing specific opportunities for your business

©2017 • Mark Osborne • Ten Truths Marketing, Inc.

Keys to Success with MarTech

Focus • what problem, if solved, would have the biggest impact? ‘First Principles’ of Marketing – the core challenges of marketing

• Gaining insight on their customers’ wants, needs, and the ways they fulfill them

• Crafting messaging that will influence the customer to take action• Delivering this message efficiently and effectively to the right audience, in

the right context• Facilitating an exchange of goods / services for money via a transaction

A ‘First Principles’ Review of 10 Popular Marketing Technologies

What is your organizational maturity with Customer Data and Marketing TechnologyLevel 1 • Channel Specific focused organizationLevel 2 • Cross Channel focused organizationLevel 3 • Customer focused organizationLevel 4 • Relevancy focused organization

Organizational Assessment Scoring Guidelines

Bringing it all togetherProblem • Solution alignmentSolution • Organization alignment

Chart of Marketing Tech and Organizational impact

OVERVIEW

©2017 • Mark Osborne • Ten Truths Marketing, Inc.

MARKETING TECHNOLOGY IS HARD

BUT IT’S IMPORTANT

‘FIRST PRINCIPLES’ IS A STRATEGIC FRAMEWORK

COMBINED WITH ORGANIZATIONAL ‘READINESS SCORE’

GUIDES MARKETERS TO SUCCESS WITH MARTECH©2017 • Mark Osborne • Ten Truths Marketing, Inc.

MARTECH IS BIG AND GETTING

BIGGERFor at least 25% of marketers over half of budget goes to technology

Marketing Leaders must become masters in Consumer Data and Marketing

Technology

Over 70% of marketers:

“MarTech budget is increasing”

©2017 • Mark Osborne • Ten Truths Marketing, Inc.

MARTECH IS HARD49% of Marketers need ‘Better Integration of MarTech’

Lack of MarTech Strategy is 2nd biggest problem

©2017 • Mark Osborne • Ten Truths Marketing, Inc.

TOO MUCH MARTECH

3800+ • 87% growth in last year©2017 • Mark Osborne • Ten Truths Marketing, Inc.

FIRST PRINCIPLES OF MARKETING

The core challenges of marketing • comprehensive:• Gaining insight on customers’ wants,

needs, and the ways they fulfill them• Crafting messaging that will influence

the customer to take action• Delivering messages efficiently and

effectively to the right audience, in the right context

• Facilitating an exchange of goods / services for money via a transactionFilter MarTech options with this view

Identify biggest needs and opportunities©2017 • Mark Osborne • Ten Truths Marketing, Inc.

TEN MARTECH SOLUTIONSFirst Principles Assessment

©2017 • Mark Osborne • Ten Truths Marketing, Inc.

TEN MARTECH SOLUTIONSFirst Principles Scores

©2017 • Mark Osborne • Ten Truths Marketing, Inc.

ORGANIZATIONAL READINESS• CUSTOMER DATA + TECH •4 LEVELS

1• Channel Specific focused organizations2• Cross Channel focused organizations3• Customer focused organization4• Relevancy focused organizations

3 DIMENSIONSGovernance • Who leads data and tech tool strategy?Data • What types of data? Integration? Frequency?Business Impact • What decisions? How comprehensive?

©2017 • Mark Osborne • Ten Truths Marketing, Inc.

MARTECH READINESS

©2017 • Mark Osborne • Ten Truths Marketing, Inc.

ALIGNMENT = SUCCESSOnly 21% of

Marketers have ‘transformative

success’ with Data & Tech

Why so few?Lack of Alignment

Need Alignment for ‘Problem • Solution’Need Alignment for ‘Solution • Organization’

©2017 • Mark Osborne • Ten Truths Marketing, Inc.

TEN MARTECH SOLUTIONSComplexity Scores

©2017 • Mark Osborne • Ten Truths Marketing, Inc.

TEN MARTECH SOLUTIONSComplexity Combined with Impact

©2017 • Mark Osborne • Ten Truths Marketing, Inc.

HAPPYSTACKI

NG©2017 • Mark Osborne • Ten Truths Marketing, Inc.

• *Full disclosure, I work for MarketShare, a division of Neustar, who offer a number of data solutions and marketing technologies on this list (and a larger number not included), so feel free to discount my evaluations and make your own if they seem stilted.

• Getty Image Embed:• Businessman contemplating building blocks http://www.gettyimages.com/license/88586402• Pile of pebble Stones over blue sky and sea. http://www.gettyimages.com/license/157310348

• https://www.emarketer.com/Article/Marketers-Look-Tech-More-Sales-Leads/1014619• https://www.emarketer.com/Article/B2B-Firms-Have-Several-Marketing-Tech-Systems-Integrate/101

4559• https://www.emarketer.com/Article/B2B-Firms-Have-Several-Marketing-Tech-Systems-Integrate/101

4559• https://www.emarketer.com/Article/CRM-Strengthens-Data-Driven-Marketing/1014645• https://www.emarketer.com/Article/Many-Marketers-Recognize-They-Falling-Short-with-Technology/

1014780• https://www.emarketer.com/Article/Marketing-Technology-Budgets-Still-on-Rise/1014859• https://www.emarketer.com/Chart/Change-Data-Driven-Marketing-Spending-According-US-Marketin

g-Professionals-Q3-Q4-2016-of-respondents/202552• https://www.emarketer.com/Chart/Level-of-Success-of-Big-Data-Their-Business-According-US-Execu

tives-Dec-2016-of-respondents/203051• https://www.emarketer.com/Article/Spending-on-Data-Driven-Marketing-Set-Rise/1015010• https://www.emarketer.com/Article/How-Long-Take-Completely-Incorporate-New-Technologies-Mark

eting-Efforts/1013555• https://www.emarketer.com/Article/Marketers-Shift-2016-Budgets-Attention-Marketing-Technology/

1013661

References

©2017 • Mark Osborne • Ten Truths Marketing, Inc.

References

©2017 • Mark Osborne • Ten Truths Marketing, Inc.