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The Perfect Martech stack ?

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Which are the essential digital marketing insights and automation tools to grow your business? This deck shows you the best tools across our RACE framework.

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The Perfect Martech stack ?

  1. 1. 1 The Perfect Martech stack: How to select the best marketing technology for your business to maximise ROI Dr Dave Chaffey. CEO, SmartInsights.com www.slideshare.net/Smart-Insights
  2. 2. 2 So many tools, so many tasks, so little time! AGENDA Techniques, tools and process to help you boost sales across all customer touchpoints  Reach  Act  Convert  Engage  Auditing your martech stack  Reviewing your implementation
  3. 3. 3 About Dave Chaffey Co-founder and Editor of SmartInsights.com - a marketing advice community with > 1 million uniques/quarter. Premium members in over 100 countries use our planning guides, templates and online courses to Plan, Manage and Optimise their digital marketing. We also offer consulting and training for members. Specialist Digital Marketing consultant, trainer and author since ‘97. Free Basic membership
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  5. 5. 5 Smart Insights and Technology for Marketing  Meet us at stand: T1128  Get advice  Get a free of copy of our Martech tools wheel and Download: http://bit.ly/smartdigital2017
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  7. 7. 7 Using martech to fuel your entire customer lifecycle…
  8. 8. 8 Missed opportunities of Martech  1. Detailed search analysis  2. AB testing by device  3. Welcome sequences  4. Dynamic content and personalisation (web and email)  5. Web assisted customer service and sales
  9. 9. 9 Detailed search analysis
  10. 10. 10 Using Intercom for assisted service
  11. 11. 11 Q. How many marketing technogies do you use? (via Javascript installed on a site)  0 – 10  10 – 20  20 – 30  More than 30  Not sure
  12. 12. 12 Audit your competitors with: BuiltWith, SimilarTech or Observepoint
  13. 13. 13 Builtwith.com popularity
  14. 14. 14 Recommendation  Use a “Tag Management System…”  Google Tag Manager  Brighttag  Tealium  Ensighten  Adobe Dynamic Tag Manager  See also CDPs – Customer Data Platforms and DMPs – Data Management Platforms
  15. 15. 15 Recommendation – Audit your implementation Source: www.limaconsulting.com Travel Retail
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  18. 18. 18 Q. Which is the most ’business critical’ martech in your stack?  Content marketing system  Email marketing system  Marketing automation system  Marketing Cloud  Other, e.g. AB – Testing system
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  20. 20. 20 Auditing: What is your Martech stack gap? Download: http://bit.ly/smartdigitaltools
  21. 21. 21 Source: Scott Brinker (@ChiefMartech) View latest With thanks to… Scott Brinker
  22. 22. 22 …and Brian Solis
  23. 23. 23 30 Digital Tools categories #1 Download: http://bit.ly/smartdigitaltools
  24. 24. 24 Recommended members’ toolkit
  25. 25. 25 How we chose the tools  1. The most popular tools by volume of usage – so widely used, freemium or lower cost tools around the edge, enterprise towards middle.  2. Services we use or are familiar with and are rated highly by tools review sites. Voice of the Crowd from G2Crowd, Capterra, Trust Radius, Alternative To.  3. Services suitable for small and mid-size businesses with limited technology budgets.
  26. 26. 26 30 Digital Tools categories #2 Download: http://bit.ly/smartdigitaltools
  27. 27. 27 Recommended Tool – Hot Jar
  28. 28. 28 Recommended Tool: Convert.com
  29. 29. 29 Many other ways to review your stack 2016 Stackies Awards
  30. 30. 30 Using the stackies to audit your approach
  31. 31. 31 Inspired this new approach
  32. 32. 32 Martech stack channel audit tool Martech Function / Channel 1. SEO 2. Paid media 3. Owned media (CM + social) 4. Experience 5. Email and Marketing Automation 6. Analytics 7. Multichannel integration 1. Core broadcast communications Keyword management and performance Direct ad platform management Social media management Content or commerce management system Email broadcast Website analytics Sales 2. Personalised individual communication Backlink management Retargeting platform Outreach management Personalised messaging and mobile push Retargeting or Contextual platforms Tag management Customer service and support 3. Optimisation On-page crawling and recommendation Programmatic Creative testing Landing Pages CRO Tools Creative optimisation Rendering and delivery optimisation Customer Data Platforms ID management Sales optimisation 4. Insight Google Tools CDP Social benchmarking Survey tools Intent Segment and campaign reports Attribution models Call tracking 5. Planning and management Gap analysis Budget and campaign plans Editorial calendars Conversion optimisation plans Contact strategy Customisation Contact rules 6. Productivity Integrated tools Ad asset management Asset plans and management Content audits and plans Pre-broadcast tests User access control Company wide internal comms Marketing Cloud or Best-of-breed?
  33. 33. 33 Martech stack channel audit tool Martech Function / Channel 1. SEO 2. Paid media 3. Owned media (CM + social) 4. Experience 5. Email and marketing automation 6. Analytics 7. Multichannel integration 1. Core broadcast communications Direct ad platform management 2. Personalised individual communication Personalised messaging and mobile push Retargeting or Contextual platforms 3. Optimisation Programmatic Creative testing Landing Pages Creative optimisation Rendering and delivery optimisation CDP Sales optimisation 4. Insight CDP Segment and campaign reports Attribution models Call tracking 5. Planning and management 6. Productivity Integrated tools Ad asset management Which are the gaps in the Martech toolset
  34. 34. 34 Poll. Which is the most important techniques you use to assess significant technology investments?  Business case with cost-benefit  Detailed vendor feature comparison  Formal pitch from shortlist of vendors  Trial of 2+ systems based on use-cases  Evaluation of ROI after 6 months
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  36. 36. 36 Are you reviewing AI opportunities?
  37. 37. 37Source: 15 applications of AI
  38. 38. 38 But, remember that… “Tools won’t get you far without Plans, People and Processes to optimise your customer experience”
  39. 39. 39 Let’s Connect – Questions & discussion welcome! https://www.linkedin.com/in/davechaffey www.slideshare.net/Smart-Insights

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