MARTECH STACK - ANA Business Marketing...22 Martech Platforms 3% Of Marketers $32.3B By 2018 The average company uses 22 martech platforms/tools with 8 more in the process of being

MARTECH STACK

©2018. Marsden Marketing Agency. Confidential

LET’S GET STARTED


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

2


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

3

What’s All the Fuss About Martech?


It’s impossible to be a marketer today without using marketing technology.

So what is a martech stack?

5What’s All the Fuss About?


Source: https://chiefmartec.com/2018/04/marketing-technology-landscape-supergraphic-2018/

6It’s a Jungle Out There!


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


Source: chiefmartec.com

8Martech Stack Examples


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


Calero’s Martech Stack

Source: Calero

Account/Contact Audience

Intent-BasedTargeting

Off-SiteEngagement

On-SiteEngaged

Qualified

In Pipe

TargetAccounts & Contacts

Promotion & Engagement

Acceleration

10


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

11

Establish Your Goals


Establish Your Goals

3

2

1

13

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:


Calero’s Approach

1

2

3

4

5

14

Overall Pipeline Health

SQL Contribution

Marketing Generated Pipeline

Marketing Revenue Contribution

Stakeholder Alignment

DEFINE SUCCESS: PRIMARY METRICS

Analyze YourCurrent

Environment


16

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


17Building Blocks of A High Impact Martech Stack

SUCCESS REQUIRES A LAYERED ECOSYSTEM OF CAPABILITIES

Creative & Content

Technology

People & Processes

1

2

3

Selection, Implementation, and Integration


19

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


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


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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


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


ANNE MARSDENCEO, MARSDEN MARKETING678.387.0019annem@marsdenmarketing.commarsdenmarketing.com

SCOTT DAVISHead of Marketing, VP, CALERO470.246.5681 [email protected]

QUESTIONS?

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MARTECH STACK - ANA Business Marketing...22 Martech Platforms 3% Of Marketers $32.3B By 2018 The average company uses 22 martech platforms/tools with 8 more in the process of being