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Marketing and
Sales Technology
Landscape
Michael Carroll
President, SmartAcre, Inc.
Cell: 610-390-5036
Twitter: @getsmartacre
linkedin.com/in/michaeljcarrolljr
2
m...
SmartAcre is a lead and demand generation
marketing agency who helps your business connect
and engage with people througho...
4
+
+
Expansion
2016, New York, NY
Who We Help
B2B and technology brands
Certifications
Google, WordPress, Salesforce, Par...
who we help
5
getsmartacre.com/work
6
agenda
• Who Needs a HUG?
• Marketing and Sales Technology Landscape
• Do Buyer Personas Really Matter?
• How to Use the...
7
HubSpot User Groups
• HUGS consist of HubSpot customers, non-customers,
marketing professionals, that meet in person to ...
marketing & sales
technology overload
On average companies have 17 pieces of
marketing software
10
overwhelming options
3800+ in 2016
chiefmartech.com
12
categories
• Sales Automation, Enablement & Intelligence (220)
• Social Media Marketing & Monitoring (186)
• Display & ...
13
crm application spend
14
most wanted ma features
getsmartacre.com
Marketing Automation Strategy Survey, N=317, Ascend2 and Marketo, April 2015
15
most important ma goals
• Increasing lead generation (61%).
• lead nurturing (57%).
• sales revenue (47%).
• Improving ...
63% of companies outsource all or part of
marketing automation strategy planning.
Ascend2 “Marketing Automation Trends Sur...
The most significant barrier to marketing
automation success is the lack of an
effective strategy (52%).
Ascend2 “Marketin...
marketing automation
should lead your
technology stack
19
align methodology with technology
• Inbound methodology focuses on buyer personas and
personalization.
• Emphasis on en...
20
Awareness
PR/Outreach
Content
Marketing
Events / Webinars
SEO
Social Ads
Consideration
PPC
Email
Online Ads
Remarketing...
What Can Marketing Automation Do?
21
31%
10%
14%
19%
26%other
ma market share
source: VentureBeat
22
23
take aways
• Marketing technology is a huge part of a today’s
marketing and sales landscape.
• The number of tools are ...
THANK YOU! | mcarroll@getsmartacre.com
lehighvalley.hubspotusergroups.com
Check back for our next event!
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Lehigh Valley HUG- Marketing and Sales Technology Landscape

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The current landscape of marketing and sales technology

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Lehigh Valley HUG- Marketing and Sales Technology Landscape

  1. 1. Marketing and Sales Technology Landscape
  2. 2. Michael Carroll President, SmartAcre, Inc. Cell: 610-390-5036 Twitter: @getsmartacre linkedin.com/in/michaeljcarrolljr 2 mcarroll@getsmartacre.com
  3. 3. SmartAcre is a lead and demand generation marketing agency who helps your business connect and engage with people throughout the customers’ journey. strategy | marketing and sales technology | lead and demand gen campaigns | creative and content 3
  4. 4. 4 + + Expansion 2016, New York, NY Who We Help B2B and technology brands Certifications Google, WordPress, Salesforce, Pardot, 
 HubSpot, Marketo, Silverpop Team Profile Strategists, consultants, designers and technologists + Founded 2008, HQ - Bethlehem, PA Fastest Growing Company By LVB 2014, 2015 & 2016
  5. 5. who we help 5 getsmartacre.com/work
  6. 6. 6 agenda • Who Needs a HUG? • Marketing and Sales Technology Landscape • Do Buyer Personas Really Matter? • How to Use the Customer Journey • Q&A
  7. 7. 7 HubSpot User Groups • HUGS consist of HubSpot customers, non-customers, marketing professionals, that meet in person to learn about inbound marketing best practices and the HubSpot software. Call for all speakers. • Goal is to host 10 events in 2017. • Members expect to learn marketing tips, tools, and tricks to start, improve, or expand upon their inbound marketing efforts. • HubSpot employees often travel to HUGs to share HubSpot tips and news to keep the group up to date. • Checkout other HUGS: http://www.hubspot.com/join-a-hug
  8. 8. marketing & sales technology overload
  9. 9. On average companies have 17 pieces of marketing software
  10. 10. 10 overwhelming options
  11. 11. 3800+ in 2016 chiefmartech.com
  12. 12. 12 categories • Sales Automation, Enablement & Intelligence (220) • Social Media Marketing & Monitoring (186) • Display & Programmatic Advertising (180) • Marketing Automation & Campaign/Lead Management (161) • Content Marketing (160)
  13. 13. 13 crm application spend
  14. 14. 14 most wanted ma features getsmartacre.com Marketing Automation Strategy Survey, N=317, Ascend2 and Marketo, April 2015
  15. 15. 15 most important ma goals • Increasing lead generation (61%). • lead nurturing (57%). • sales revenue (47%). • Improving customer engagement (36%). • marketing productivity (29%). • improve measurability (28%). • campaign targeting (22%). Marketing Automation Strategy Survey, 2016
  16. 16. 63% of companies outsource all or part of marketing automation strategy planning. Ascend2 “Marketing Automation Trends Survey” (2016)
  17. 17. The most significant barrier to marketing automation success is the lack of an effective strategy (52%). Ascend2 “Marketing Automation Trends Survey” (2016)
  18. 18. marketing automation should lead your technology stack
  19. 19. 19 align methodology with technology • Inbound methodology focuses on buyer personas and personalization. • Emphasis on engagement, segmentation, and making sense of data from all sources. • Touches marketing, sales, service, and customer retention and related technologies. • Manages campaigns across the customer journey through multiple channels. • Marketing automation platforms offer a combination of promotion, content delivery, management, and analytics.
  20. 20. 20 Awareness PR/Outreach Content Marketing Events / Webinars SEO Social Ads Consideration PPC Email Online Ads Remarketing Blog Lead Nurturing Case Studies CRO Website Workflow Purchase Sales Enablement Usage Data Knowledgebase In-Product 
 Messaging Community Onboarding Retention Social Nurtures Blog Promos Advocacy Customer Journey Marketing
  21. 21. What Can Marketing Automation Do? 21
  22. 22. 31% 10% 14% 19% 26%other ma market share source: VentureBeat 22
  23. 23. 23 take aways • Marketing technology is a huge part of a today’s marketing and sales landscape. • The number of tools are endless. Have a strategy. • Inbound methodology and the customers’ journey will align personalized communication, relevant content, and effective channels. • Marketing automation combines many features that align marketing and sales functions.
  24. 24. THANK YOU! | mcarroll@getsmartacre.com lehighvalley.hubspotusergroups.com Check back for our next event!

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