An effective MarTech stack can help you execute, evaluate and expand marketing efforts across the entire customer lifecycle. Listen in to this webinar to how to optimize your MarTech stack.
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• Our goal is to have this be a lively, interactive discussion, so please submit your questions throughout the
presentation and we will be sure to answer as many as we can in the last 15 minutes.
• No worries about scrambling to take notes. As a follow-up, we will email a video recording for your records.
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email and we will get you a response as soon as possible – Contact@HilemanGroup.com
Housekeeping Notes
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Introductions
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Kyle Chandler
Director of Marketing, Hileman Group
@ProjectChandler
Scott Mowery
Sr. Director, Digital Operations, Cleveland Clinic
@ScottMowery
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Agenda
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• WHAT IS A MARTECH STACK?
• INDUSTRY SHIFT
• VALUE OF MARTECH STACK PLANNING
• COMPONENTS OF A MARTECH STACK
• DIFFERENT STACKS FOR DIFFERENT PRIORITIES
• KEYTAKEAWAYS & GETTING STARTED
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What Is a MarTech Stack?
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“At its core, a MarTech stack is the collection of different marketing
technologies thoughtfully integrated to simplify and organize
marketing operations and demand generation with the holistic goal
of integrated data efficiency, prospect management and full funnel
reporting.”
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What Does that Mean?
WHAT IS A MART ECH STACK?
Demand Generation
Typically tasked with driving awareness
and filling the top of the funnel.Tasked
by the CMO to:
• Optimize their outbound advertising
and inbound marketing based on
lower funnel success
• Drive actionable sales opportunities
and revenue for the organization
• Report on ROI of programs
Marketing Operations
Typically tasked with managing systems and
middle to bottom of the funnel initiatives.Tasked
by the CMO to:
• Implement and maintain marketing
infrastructure from collaboration to task
management tools
• Nurture prospects from interest through
consideration and then purchase
• Qualify and disqualify the right prospects to
continue through to sales
• Connect marketing and sales data for
reporting
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What Does that Mean?
WHAT IS A MART ECH STACK?
Demand Generation
Typically tasked with driving awareness
and filling the top of the funnel.Tasked
by the CMO to:
• Optimize their outbound advertising
and inbound marketing based on
lower funnel success
• Drive actionable sales opportunities
and revenue for the organization
• Report on ROI of programs
Marketing Operations
Typically tasked with managing systems and
middle to bottom of the funnel initiatives.Tasked
by the CMO to:
• Implement and maintain marketing
infrastructure from collaboration to task
management tools
• Nurture prospects from interest through
consideration and then purchase
• Qualify and disqualify the right prospects to
continue through to sales
• Connect marketing and sales data for
reporting
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Industry Shift
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With the continued expansion of more advanced technologies and intuitive APIs, we have seen a
shift and an empowerment as marketing takes ownership of technology – enter MarTech.
This Shift Continues to Be Driven By:
• End user/consumer expectations
• Personalization
• Instant gratification
• Concierge experience
• Technology enablement
• Increased regulations and governance
• Internal constraints – budget & time
• Artificial intelligence (AI) & automation
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Barrier of Entry
INDUST RY SHIFT
One of the greatest drivers to this technology boom is the decreased barrier to entry into the
marketplace – from both the ease of development and the availability in funding.
MarTech Stack FundingMarTechVendors Based onAnnual Revenue
# of Organizations Using a Unique Platform in MarTech Stack
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Value of MarTech Stack Planning
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In a recent study done in mid-2018 byThe Nielsen Company, they found that the confidence of CMOs
accurately reporting on ROI and the planned budget investment in marketing technology and analytics is
directly related.
Source: Nielsen Company
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Buyer’s Journey
VALUE OF MART ECH STACK PLANNING
# Interactions in Buyer’s Journey
1 Lead Created: {source/medium}
2 Content Engaged: Product
3 Content Engaged: Product
4 Content Engaged: Pricing
5 Content Engaged: Blog
6 Content Engaged: Blog
7 Watched aVideo
8 Completed an Assessment/Calculator
9 Nurture Stream Entry: {Program Name}
10 Nurture Stream Exhausted: {Program Name}
11 Social Media Engagement: Clicked Link
12 Called Call Center
13 Downloaded App
14 Opportunity Closed/Won
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Value of MarTech Stack Planning
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Let’s not think of just the CMO’s perspective, but also the CFO’s viewpoint. An investment in technology
does not always mean a net increase in operating costs. Instead, it could mean a breakeven or even a
decrease in overall costs due to certain synergies or efficiencies.
For Example:
• Roughly 8 years ago, Cleveland Clinic used multiple disparate
systems to manage their lead generation engine (landing page
hosting, form processors, email deployment)
• The system was fragile and required a high degree of
maintenance from highly technical resources
• They have since switched to a more holistic tool that
is better integrated with their systems which saves
time, but also allows less tech-savvy resources to maintain
and deploy future campaigns
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Ideation and Brainstorm
DIFFERENT STACKS FOR DIFFERENT PRIORIT IES
Visualizing and mapping your MarTech stack roadmap can be done in many different ways.We have
listed out the top formats we prefer and provided examples of each.
MarTech Stack Formats:
• Mental/Relational Maps
Groups technologies into similar functions, themes or service areas
• Marketing Funnel
Groups technologies into the phase in the marketing funnel
• Data Pipeline
Organizes your marketing technologies based on their integration and lead/data’s journey
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KeyTakeaways
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1. Building a comprehensive MarTech stack does not happen overnight.
2. When building your stack, start with the why.
3. Beware of the “shiny object syndrome”
4. Bring in all your stakeholders and consider everyone impacted by
decisions.
5. Consider the total cost of ownership.
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Getting Started
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Step By Step Approach:
1. Identify marketing functions in your business
2. Map micromoments in the user journey to
your MarTech tools to build an initial list
3. Ask other stakeholders in your organization
for feedback to catch existing MarTech you
may have missed
4. Identify which function(s) applies to each
piece of MarTech:
1. Collaborate
2. Create
3. Attract
4. Deliver
5. Measure
5. Define owners of MarTech for future
collaboration