Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Marketing Technology Demystified in five slides

1,664 views

Published on

Marketing technology, or #martech, can be daunting to grasp. This series of 5 diagrams attempts to digest and explain it in simple terms. Admittedly, this framework emerges from a SaaS marketing perspective.

To practitioners and newcomers alike, your feedback would be much appreciated. I hope it helps you navigate through the hype :-).

@lyndonwong

Published in: Marketing
  • Be the first to comment

Marketing Technology Demystified in five slides

  1. 1. Marketing Technology Demystified in five slides Lyndon Wong | March 2015 | @lyndonwong
  2. 2. Post Signup Pre Signup Self-served conversion Sales-served conversion Key Drivers: X-axis | anonymous vs known audience Y-axis | self vs sales served conversion @lyndonwong 2015
  3. 3. Post Signup Pre Signup Self-served Sales-served @lyndonwong 2015 Ad Tech Mar Tech high volume B2C high service B2B Roots of Tech & Techniques: X-axis | AdTech vs MarTech Y-axis | B2C vs B2B methods
  4. 4. Post Signup Pre Signup Self-served Sales-served Visit Website Install app View Content Attend event Request Demo Evaluate for purchase Negotiate purchase Signup for free trial / acct Use Actively Upgrade / subscribe Refer / Endorse @lyndonwong 2015 Typical Funnel Steps: some unique, some common to self vs sales served conversion Renew
  5. 5. Post Signup Pre Signup Self-served Sales-served Visit Website Install app Read Content Attend event Request Demo Evaluate for purchase Signup for free trial / acct Use Actively Upgrade / subscribe Refer / Endorse Negotiate purchase Ad Platforms Landing Page Optimization CMS In-app messages Email Services CRM Online Meeting Content Insight Account InsightMarket Insight Lead Rank User Insight Collaboration @lyndonwong 2015 Key Types of MarTech: Communication | Measurement
  6. 6. Post Signup Pre Signup Self-served Sales-served PPC Ad Platforms Landing Page Optimization CMS In-app messages Email Services CRM Online Meeting Content Insight Industry Insight Lead Rank SEO User Insight Account Insight Adwords Adroll Wordpress Moz Google Analytics Optimizely Marketo Mailchimp Tableau Citrix Join.me Olark Dun & Bradstreet liveops SurveyMonkey Qualaroo MixPanel comScore @lyndonwong 2015 Many Vendors* for each step in customer funnel Infer SFDC intercom.io *See ChiefMartec Landscape 2015
  7. 7. Marketing's New Technology Mission Map customer funnel Evaluate applicable technologies Deploy minimum viable solution Iterate @lyndonwong 2015
  8. 8. @lyndonwong 2015 Helpful? Lyndon Wong | @lyndonwong

×