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Mollie Bodensteiner, How to Build a Winning Marketing Technology Stack

With the accelerated growth of marketing technology providers, how do savvy marketing leaders avoid random acts of technology purchases? This interactive presentation will help marketers identify and invest the right technology platforms to drive their marketing efforts forward.

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Mollie Bodensteiner, How to Build a Winning Marketing Technology Stack

  1. 1. How to Build a Winning Marketing Technology Stack AMA EXPERIENCE | 2018
  2. 2. Mollie Bodensteiner Background | Experience • Marketing Technology/Analytics Leader • FunnelWise • Marketo • Submittal Exchange • Wellmark Connect LinkedIn: Email: About the Presenter
  3. 3. Agenda • What is a MarTech Stack? • Stacking Up • MarTech Evolution • Investing in Marketing Technology • PPT
  4. 4. marketing technology the group of technology tools and platforms that marketing and sales teams use to execute efforts and achieve goals.
  5. 5. What’s Your Stack?
  6. 6. MarTech Categories Advertising & Promotion Content & Experience Social & Relationships Commerce & Sales Data Management
  7. 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. 8. It’s Ok To Feel This Way!
  9. 9. “It’s not about the tool, it’s about the problem it’s solving.” - Matt Heinz Heinz Marketing 6sense
  10. 10. Making the Investment in MarTech
  11. 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. 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. 13. Chief MarTec Map Technology to Funnel Stage
  14. 14. Chief MarTec Map Technology to Funnel Stage
  15. 15. Chief MarTec Map Technology to Funnel Stage
  16. 16. Chief MarTec Map Technology to Funnel Stage
  17. 17. “You’ve got to start with the CUSTOMER EXPERIENCE and work back toward technology” - Steve Jobs TFM Insights
  18. 18. People Process Technology People, Process, Technology
  19. 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. 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. 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. 22. THANK YOU! Let’s Connect: