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Insights from Inside the Marketing Stack By Anita Brearton and Mark Pickett

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From the #MarTech San Francisco Conference in San Francisco, California May 9-11, 2017. SESSION: Insights from Inside the Marketing Stack. PRESENTATION: Insights from Inside the Marketing Stack - Given by Anita Brearton, @abrearton - CabinetM, Founder/CEO and Mark Pickett - Staples, Sr. Director, Customer Analytics, Data Science and BI

Published in: Marketing

Insights from Inside the Marketing Stack By Anita Brearton and Mark Pickett

  1. 1. Insights from Inside the Marketing Stack @abrearton @realmarkpickett
  2. 2. @abrearton
  3. 3. • Audit & rationalize technology in place • Map and communicate marketing technology strategy • Manage technology in use, test and being retired More than a Pretty Picture @abrearton
  4. 4. Managing Digital Transformation @abrearton Be where the customers are Unified customer experience Personalized customer experience (1:1 marketing) Personalized contextual customer experience (1:Moment marketing) MarTech Moves Beyond Marketing Data Drives Everything Transformation is Never Ending
  5. 5. Stack Structure @abrearton • Product categories • User Journey • Sales funnel
  6. 6. Stack Types @abrearton TOOLS IN USE TOOLS IN TEST TOOLS RETIRED/TRASH STACK
  7. 7. Layers and Products @abrearton • Avg # Layers: 5 • Avg # Products/Layer: 5 • Avg # Products/Stack: 14 • Top layers • CRM • Leads • Analytics • Social Media • Email Marketing • Marketing Automation • Avg # Layers: 7 • Avg # Products/Layer: 3 • Avg # Products/Stack: 19 • Top layers • Social Media • Analytics • Email Marketing • CRM • Blog • Content Management • Significantly more diversity in products across stacks
  8. 8. Anchor Platforms @abrearton CRM Marketing Automation Marketing AutomationCRM BUSINESS 2 BUSINESS BUSINESS 2 CONSUMER
  9. 9. @abrearton Google Salesforce Marketo Google Oracle Salesforce Hubspot Pursway Marketo Panda Marketo Oracle Epsilon Hubspot BuzzSumo Twitter HootSuite Google MailChimp Hashtagify LinkedIn Pardot Adobe Tableau BuzzStream Future Simple Google Inc. LinkedIn HootSuite Curata Pardot Adobe Salesforce InsightSquared ManageFlitter Citrix MailChimp Quantcast LinkedIn WriterAccess Thunderhead Alexa Twitter Klaviyo Zapier Infusionsoft Tealium 1Point Interactive IFTTT Optimizely SproutSocial Optimizely IBM LinkedIn Terminus Facebook HootSuite Vbout Microsoft Citrix Terminus Tealium Hoovers Zoho Sitecore Litmus Software Trello Infer Pipedrive SurveyMonkey DoubleClick by Google Constant Contact MailChimp Experian Datanyze Pardot The List Moz Outbrain ZoomInfo Facebook Five9 WordPress CRMFusion Adobe DiscoverOrg Act-On Adobe
  10. 10. WordPress Hootsuite Optimizely Google AdWords Tableau Acxiom AdRoll Krux DMP AgileEMAIL DoubleClick Ad Exchange Facebook Ads VEMT Marketing Cloud AppNexus Bluekai WordPress Hootsuite MailChimp Google AdWords Trello Optimizely Slack Hotjar SEM Rush Sprout Social Zapier Buffer Wistia Litmus Top Products @abrearton BUSINESS 2 BUSINESS BUSINESS 2 CONSUMER
  11. 11. Inside the Staples Stack @realmarkpickett
  12. 12. @realmarkpickett
  13. 13. @realmarkpickett
  14. 14. @realmarkpickett
  15. 15. Anita Brearton Founder/CEO CabinetM @abrearton; abrearton@cabinetm.com Mark Pickett Sr. Dir. Enterprise Customer Analytics & MarTech @realmarkpickett; mark.pickett@staples.com THANK YOU
  16. 16. programmed by: In association with: &

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