martech stack - ana business marketing...22 martech platforms 3% of marketers $32.3b by 2018 the...
TRANSCRIPT
MARTECH STACK
©2018. Marsden Marketing Agency. Confidential
LET’S GET STARTED
©2018. Marsden Marketing Agency. Confidential
Meet the Speakers
SCOTT DAVIS HEAD OF MARKETING, VP, CALERO
ANNE MARSDEN CEO, MARSDEN MARKETING
• 18+ years in the software and communication industries
• Marketing degree from USC, Moore School of Business
• Built Calero’s martech stack over the past 3 years
• Led Calero corporate re-brand and re-messaging effort
• 20+ years B2B marketing experience
• Management degree from Georgia Tech
• Fortune 100 & Startups• Founded Marsden Marketing
in 2012• 48in48 Sponsor and Co-Chair• GWBC Board Member
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©2018. Marsden Marketing Agency. Confidential
About Calero
Formed in 2013: Three-way merger pulled together three similar but different companies.
What we sell: Single, integrated, and configurable platform to manage cloud, telecom & mobile expenses and assets enabled with analytics, dashboards, and reporting.
Size of company: 400 employees across North America and EMEA.
Growth: 25% year-over-year-with an experienced leadership team & strong financial backing.
OVER 3,000 $7 BILLION 550,000 $500 MILLION 50+ 1,700+ 98%Enterprise
ClientsSpend
ManagedDevices
ManagedManagedBill Pay
Countries Carrier Formats
RenewalRates
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What’s All the Fuss About Martech?
©2018. Marsden Marketing Agency. Confidential
It’s impossible to be a marketer today without using marketing technology.
So what is a martech stack?
5What’s All the Fuss About?
©2018. Marsden Marketing Agency. Confidential
Source: https://chiefmartec.com/2018/04/marketing-technology-landscape-supergraphic-2018/
6It’s a Jungle Out There!
©2018. Marsden Marketing Agency. Confidential
Source: SiriusDecisions Command Center™
% Of Companies Planning to Spend Significantly More on:
Among Zero-Growth Companies Among High-Growth Companies
Predictive Analytics 6% 20%
Intent Monitoring 0% 14%
Account-Based Display Advertising and Re-targeting 5% 10%
7State of the Market
22 Martech Platforms
3%Of Marketers
$32.3BBy 2018
The average company uses 22 martech platforms/tools with 8 more in the process of being implemented.
Feel that they get the full value of their tools but better strategies, analytics, and training will help them make the most of their martech stacks.
Martech spending will reach $32.3 billion by 2018.
Source: Gartner
Source: State of Marketing Technology
Source: IDC, American Advisory Firm
©2018. Marsden Marketing Agency. Confidential
Source: chiefmartec.com
8Martech Stack Examples
©2018. Marsden Marketing Agency. Confidential
Source: Marketo
9Align Your Tech to Your Funnel
Impressions TOFU
MOFU
BOFU
Engagements
New Names
MQLs
SQLs
Opportunities
Customers
Cross-Sell
Advocacy
• Social/Content/Brand• SEO/PPC• Awareness
• Sales Enablement• Voice of Customer
• Live/Online Events• Optimization
Marketing A
utomation &
Analytics
©2018. Marsden Marketing Agency. Confidential
Calero’s Martech Stack
Source: Calero
Account/Contact Audience
Intent-BasedTargeting
Off-SiteEngagement
On-SiteEngaged
Qualified
In Pipe
TargetAccounts & Contacts
Promotion & Engagement
Acceleration
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©2018. Marsden Marketing Agency. Confidential
Create Your Technology Alignment Framework
Source: Sirius Decisions
INITIATE. Define Goals and objectives, form a steering committee and agree on audit scope.
AUDIT. A comprehensive
examination of the technology stack.
GOVERN. The review, refinement, and management of each stage of the framework.
PRIORITIZE.Select projects to move
forward with.
ALIGNMENT
INIT
IATE
AUDIT ANALYZE
PROPO
SE
PRIO
RITI
ZE
PLAN
EXECUTE
GO
VERN
Discovery and Analysis
Execution and Optimiza
tion
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Establish Your Goals
©2018. Marsden Marketing Agency. Confidential
Establish Your Goals
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2
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What are you trying to achieve/automate/improve?
How does that automation depend on, or support, your existing infrastructure?
How does this support or conflict with other organizational goals/processes?
4 What is the expected ROI from each software/SaaS addition? Is it for one group-or many?
5 Whose buy-in is needed for success (Sales, Service, IT, Finance)?
ANSWER THESE QUESTIONS FIRST:
©2018. Marsden Marketing Agency. Confidential
Calero’s Approach
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3
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5
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Overall Pipeline Health
SQL Contribution
Marketing Generated Pipeline
Marketing Revenue Contribution
Stakeholder Alignment
DEFINE SUCCESS: PRIMARY METRICS
Analyze YourCurrent
Environment
©2018. Marsden Marketing Agency. Confidential
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Take inventory of your technologies and your skills/resources.
Prioritize your needs and plan what you will hire, buy, or build.
Factor in Your Unique Balancing Act
©2018. Marsden Marketing Agency. Confidential
17Building Blocks of A High Impact Martech Stack
SUCCESS REQUIRES A LAYERED ECOSYSTEM OF CAPABILITIES
Creative & Content
Technology
People & Processes
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Selection, Implementation, and Integration
©2018. Marsden Marketing Agency. Confidential
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Now you can start evaluating and comparing what marketing technologies you will use.
Remember to keep in mind how these technologies will work together to create an ecosystem that will drive not only revenue but grow with your organization.
Selection, Implementation, Integration
©2018. Marsden Marketing Agency. Confidential
20Calero’s Lesson Learned
It takes longer than you think. Martech solutions are easy to install, or get up and running in the cloud. Making them all talk together, figuring out the work-flows and creating something where the sum of the tech is better than the individual parts is hard.
Don’t operate in a vacuum. As you turn up each new solution, make sure sales and ops are involved and onboard. Better yet, involve them in decision to purchase, and make sure they have a stake in the game.
Look at all your options. There are great tools out there, but they start to add up. Looks at custom development, internal process improvements and the overall strategy before making each investment.
Martech is only an enabler. Strategy should come first. There is no golden egg or silver bullet to fix your program. Martech needs to support your overall plan, not be the plan itself.
Measure from day one. Benchmark against pre-martech, and be ready to defend the investments. You’ll need the data when the board asks about marketing spend and overall impact.
Martech is the Wild West right now. It’s a competitive landscape. Really perform due diligence before making an investment. Some vendors proclaim to do everything or are aspirational in their marketing efforts. Approach each engagement with a healthy dose of skepticism.
Re-evaluate and Innovate
©2018. Marsden Marketing Agency. Confidential
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Build a continuous process of evaluation.
Allocate a percentage of your martech spend (15-20%) to trying new tools.
Re-evaluate and Innovate
Conclusion
©2018. Marsden Marketing Agency. Confidential
ThoughtLeadershipSocial Media,
Analyst Relationships,
Blog Posts
New Messaging & New Website
CLM
Sui
te L
evel
Mes
sagi
ng T
hrou
ghou
t
Account Based M
arketing
Marketing Infrastructure - Automation Tools, Processes, Definitions
Focused Content strategyWebcast, Analyst
Research, Reports, Customer Case
Studies
Demand Generation
Events, Website SEO, Pay-Per-Click
Add Outbound Tele
Add New White Papers
ThoughtLeadershipSocial Media,
Analyst Relationships,
Blog Posts
Demand Generation
Events, Website SEO, Pay-Per-Click
24Final Words
Martech is the underlying foundation to today’s marketing operations, but before you identify which marketing technology to integrate, you first have to be clear on what you and your organization are trying to achieve.
2015 Today
©2018. Marsden Marketing Agency. Confidential
ANNE MARSDENCEO, MARSDEN MARKETING678.387.0019annem@marsdenmarketing.commarsdenmarketing.com
SCOTT DAVISHead of Marketing, VP, CALERO470.246.5681 [email protected]
QUESTIONS?