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SaaSWars MarTech Invasion

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SaaS Wars- Attack of the clones was presented during InternetBeta 2016. Conference dedicated to Digital Marketing Pros, mainly from Startups and Interactive companies.
It clarifies how Martech Landscape looks like in Central & Eastern Europe in comparison to Global SaaS giants. Check notes for additional information to every slide! Discounts for polish SaaS companies: https://www.facebook.com/saaswars/

Published in: Marketing

SaaSWars MarTech Invasion

  1. 1. Attack of the clones MarTech/AdTech Invasion
  2. 2. Evolution of Software Salesreps armed with palmtops E-mailing software, Web Analytics Automation, Personalization RTB, Orchestration, Machine Learning Business Intelligence Data Driven, Scoring, AI, Predicitive Analytics
  3. 3. Evolution of saas
  4. 4. SaaS Evolution
  5. 5. Time to market?
  6. 6. Photo: Paweł Kadysz https://tookapic.com/dvader Do the market research!
  7. 7. Wannabe SaaS jedi? Read these: http://chiefmartec.com/ https://www.g2crowd.com/ https://www.trustradius.com/ http://www.gartner.com https://go.forrester.com/ https://www.getapp.com/ http://www.saasgenius.com/ Discounts: https://www.facebook.com/saaswars/
  8. 8. Pricing ? Za niskie ceny abonamentów. Dzieki wsparciu inwestorów. Zawód Startuper/ CEO. 13 000 leadów 20% MoM – Marcin Szeląg Ograniczona pula potencjalnych klientów Klasyfikacja klientów Coraz więcej narzędzi dla SMB Specjalizacja narzędzi do danej branży – np. CRM/ERP dla fitness klubów Kreator stron www dla małego lokalnego biznesu Kreator logotypów Kreator aplikacji mobilnych or you will fail!
  9. 9. Pricing ? • Vendors tend to have too low prices, if they focus on fast exit! • VCs support creates bubble and lack of profitability within newbies. • Occupation: Startup Owner/CEO • Weird Expectations for huge MoM – while there is a limited number of prospects that can afford advanced tools and experiments during pilot. • Learn leads nurturing – not every lead classifies to become your customer.
  10. 10. Blue ocean in other sectors • RedOcean - Martech/Adtech is too crowded • Create dedicated tools for SMB – for example fitness clubs ERP – Perfect Gym Solution • Agriculture not touched • SaaS for SaaS creation – SaaS Manager • SaaS for App Development – Kinetise • Deaf Communication Platform – Migam
  11. 11. The email galaxy • GetResponse (2001) • SARE (2005) • ExpertSender (2008) • Freshmail (2008) • Platforma3>Mail3 (2010) • HotSend • Beemail (2013) • JetMail • Sendingo • Redlink • Anomail Founded in Poland: Popular in Europe: • Optivo • Mailchimp (2001) • Splio • Mailigen • Constant Contact (1995) • Mailigen • Responsys (1998) • Apsis • Emarsys (200) • Emailvision> SmartFocus • Aweber (1998) • ExactTarget • CampaignMonitor • DotMailer • JangoMail • Mailjet • VerticalResponse • Sendigo • Sendgrid • Bluehornet • Sengrid • Mandrill • Bronto
  12. 12. Galaxies Social, SEM • Brand24 (2011) • SentiOne (2012) • Monitori (2014) • SoTrender (2010) • Newspoint • NapoleonCat • BrandSpy • Catvertiser • FastTony • Google Alerts (2003) • Radian6 (2006) • SocialBakers (2008) • SproutSocial • Brandwatch • Replise • Meltwater • Sprinklr • Hootsuite • Positionly (2012) • Senuto • SEMRush • MajesticSeo Founded in Poland: Other social: SEM software:
  13. 13. Enterprise software galaxy • IBM • Microsoft • SAP • Oracle • Adobe • Salesforce • Neustar • Doubleclick • IgnitionOne • Acxiom • Criteo • Adform • Mediamath • Omniture • MixPanel • Eloqua • Google Analytics 360 Suite • Neustar • Lotame • Krux • Bluekai • Appsflyer • Marketo • Hubspot • Radian6 • Nanigans • Optimizely • Atlas by FB
  14. 14. New species in Martech CRM : • Base CRM • Livespace CRM • Sugar CRM • MiniCRM Agrregation: • SumAll • GeckoBoard • Cojoin CustomerService Automation: • UserEngage • Intercom • CallPage Sales: • Righthello • Growbots • Woodpecker • Datanyze UX: • Usability Tools • Marketizator • Kissmetrics • Hotjar • Optimizely • Landingi • Landerapp Influencer Marketing: • Indahash • Brandbuddies Proximity: • Linteri • Synerise • SocialWifi • JustWifi • Social&Beyond • HumanDemand • AppAudience Video: • Muse • Ghost • Ellen • Vidiq • Videology
  15. 15. Martech universe
  16. 16. Tekst tekst tekst
  17. 17. Tekst tekst tekst
  18. 18. Millenials equal disruptive Why Generation Y is a rebellion for Enterprise Empire?
  19. 19. Millenials equal disruptive Strong need for self development and achievements Digital natives – how technology and social media shaped their self-confidence ? Competitive intel – why young people forget about it?
  20. 20. Millenials at work 7 / 10 millenials think they need more time fot themselves at a workplace 3 / 5 millenials expect to change their job earlier than in 5 years 1 / 4 millenials think that their job should be more appreciated 9 / 10 millenials are sure that they deserve their dream job. Source: : „Millenials @ Work” Deloitte
  21. 21. Millenials At work What millenials want: • Have more possibilites • People to appreciate their opinions • To get awards for their work • Be promoted earlier • Multitasking • Experience acceptation Vision of millenials at Managers heads: • Creative • Self centered • Demaning • Want to be autonomous • Concentrated on themselves Source„Millenials @ Work” Deloitte
  22. 22. Millenials AT work Source„Millenials @ Work” Deloitte
  23. 23. Millenialsi w pracy Źródło: „Millenialsi w Pracy” Deloitte
  24. 24. Photo: Paweł Kadysz https://tookapic.com/dvader
  25. 25. Millenials rebellion
  26. 26. Rebellion of E-commerce E-commerce eats traditional Retail: - Creates processes from a scratch - Cares for Customer Experience - Flat structure - Understands Digital Marketing and Digital Natives - Understands power of big data - Omnichannel oriented
  27. 27. Stop calling me unicorn !
  28. 28. Rebellion vs Empire Let’s buy Disruptive?
  29. 29. Midichlorians? No mate! Not even once! #Eatclean
  30. 30. You never know which one will succeed !
  31. 31. Even if he seems be to a chosen one...
  32. 32. High risk for vc’s and market reputation!
  33. 33. Self-serve vs full service • OldSchool vs NewSchool • IT Companies vs Startups • Who is supposed to adjust: Vendor or Marketer? • The speed of light to ROI • Choose wisely my padawan
  34. 34. new hope – Ai!? Machine Learning Predictive Analysis Big Data Orchestration Metatags AI Programmatic
  35. 35. Artificial intelligence? Implementation done by AI? – I don’t think so. Does it have access to all the data you gather? Are you sure your software really, really can do the same? From stupid robot to Ex_Machina
  36. 36. Score powered
  37. 37. Score powered May the force be with …all your digital channels!
  38. 38. Score powered Imagine you know propensity to buy of each individual user onsite… THESE ARE THE DROIDS YOU ARE LOOKING FOR!
  39. 39. New hope– Scoring R2-D2 C-3PO BB-8 MIN. SPENT ON-SITE PAST PURCHASER HOURS BETWEEN VISIT KEYWORDS SEARCHED NEW VISITOR OF THE SITE SITE CATEGORIES VISITED YOUR WEBSITE AUDIENCE ANALYZE VISITOR INTERESTS TO BUILD RICH CUSTOMER PROFILES REFERRING URL
  40. 40. Score powered Score BID: $5.35 BID: $3.45 BID: $1.80 31SCORE 53SCORE 250SCORE A SPECIAL OFFER FOR FOR YOU… A SPECIAL OFFER FOR YOU… REQUEST A QUOTE 240 53 31 IgnitionOne’s score measures buying propensity which helps to increase return on ad spend by bidding according to the Score
  41. 41. EASiLY ExTEND ACRoSS CHANNELS Ensure a relevant customer journey from the Facebook newsfeed, to Google search results, to display, your website, and email. Search (RLSA) Email Display (DSP) WebsiteFacebook Customer Journey
  42. 42. Empire strikes back DMP
  43. 43. Empire strikes back: dmp
  44. 44. What dmp can?
  45. 45. Gartner Magic quadrant Source: Gartner “Magic Quadrant for Digital Marketing Hubs” by Andrew Frank, Jake Sorofman and Martin Kihn
  46. 46. New episode : Adtech ?
  47. 47. Media house
  48. 48. Can you see this publisher Han? He gave me bigger kickback! Oh and by the way – our group created own tool
  49. 49. Martech/Adtech jedi master Michal Kreczmar Digital Transformation Director PwC Poland
  50. 50. Krzysztof Nowicki 603663766 krzysztof.nowicki@ignitionone.com www.ignitionone.com Photo: Paweł Kadysz https://tookapic.com/dvader

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