1.
How to Build a
Winning Marketing
Technology Stack
AMA EXPERIENCE | 2018

2.
Mollie
Bodensteiner
Background | Experience
• Marketing Technology/Analytics Leader
• FunnelWise
• Marketo
• Submittal Exchange
• Wellmark
Connect
LinkedIn: linkedin.com/in/molliebodensteiner/
Email: Mollie.bodensteiner@gmail.com
About the Presenter

3.
Agenda
• What is a MarTech Stack?
• Stacking Up
• MarTech Evolution
• Investing in Marketing
Technology
• PPT

4.
marketing technology
the group of technology tools and platforms that
marketing and sales teams use to execute efforts
and achieve goals.

5.
What’s Your Stack?

6.
MarTech Categories
Advertising & Promotion
Content & Experience
Social & Relationships
Commerce & Sales
Data
Management

7.
MarTech Evolution
170% Average Annual Growth Between 2011 and
2015 – Scott Brinker
51% of Organizations use 21+ digital
Marketing solutions – Econsultancy
87% of Marketers Believe MarTech is Improving
Performance – Ascend2
50-65% of Marketing Executives Plan to Spend
More on MarTech, 28% Plan to Increase Spend
by More Than 25% - Conductor

8.
It’s Ok To Feel This Way!

9.
“It’s not about the tool, it’s about
the problem it’s solving.”
- Matt Heinz
Heinz Marketing
6sense

10.
Making the
Investment in
MarTech

11.
• Document Current Technologies
• Align to Funnel Stage
• Where does it fit in the buying process?
• Review Usage
• Who is using it, and why?
• Could usage be expanded? Is it siloed?
• Evaluate Performance
• Does it work? Does it talk to other systems?
• Is it reliable?
• What is the lifespan?
• What Data Does it Provide?
• What sources?
• What decisions can be made from it?
• What is the Return on Marketing Investment (ROMI)?
Assess Current State

12.
Revenue Funnel
Definition: The business process
your organization uses to
generate, transition & nurture
prospects from marketing through
sales on the journey to becoming
a customer.

13.
Chief MarTec
Map Technology to Funnel Stage

14.
Chief MarTec
Map Technology to Funnel Stage

15.
Chief MarTec
Map Technology to Funnel Stage

16.
Chief MarTec
Map Technology to Funnel Stage

17.
“You’ve got to start with the
CUSTOMER EXPERIENCE and
work back toward technology”
- Steve Jobs
TFM Insights

18.
People Process Technology
People, Process, Technology

19.
• What are the user needs?
• (Stakeholders, champions, opposition)
• Who owns the process?
• Who must be involved?
• What are their goals?
• How will they fix the problem?
• Do you have the right people in the right roles?
People

20.
Process
• What starts the chain of actions?
• What are the big steps from start to finish?
• How will we know if it is working?
• How is it going to be used?
• What training is needed?
• How will it be optimized?

21.
Technology
• How will the technology support the process?
• What can be automated?
• How will success be defined?
• How will success be tracked and measured?
• Expected ROMI?
• What problem will the technology solve?

22.
THANK YOU!
Let’s Connect:
Mollie.Bodensteiner@gmail.com
linkedin.com/in/molliebodensteiner/