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What it's like to be the eye of the storm?

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Martech

  1. 1. #martech. What it’s like to be the eye of the storm? Colin Lewis @colinalewis 1
  2. 2. MarketingTechnology 25 years ago 2
  3. 3. 3 Today’s marketing technology
  4. 4. This is just programmatic.
  5. 5. THE BIG INSIGHT Acquiring, converting and retaining the new, mobile and digial customer is marketing’s responsibilty. It’s not tasked to sales or IT, but to the Marketing Director. Today’s marketer has many more channels to choose from, access to unprecedented amounts of data and a wealth of insights available if they engage with marketing technology. This is the just the analytics ‘stack’.
  6. 6. This what I am thinking.
  7. 7. This is what I would prefer to do
  8. 8. What is marketing techology? Technically: A set of technology that applies to major initiatives, efforts and tools that harness technology to achieve marketing goals and objectives. Analytically: The creativity and storytelling that is often associated with advertising and marketing are no longer the only skills needed to succeed. Software, Models and algorithms that reveal the interests, values of actions of individuals and groups are now the key. What is actually interesting to a marketer………. Strategically: Why is this an emerging trend? • Life is MORE digital • Marketing culture has changed • Marketing budgets are under pressure • M+A and VC Investments are through the roof….
  9. 9. How to approach selling martech or digital?
  10. 10. Know your product
  11. 11. Know your pitch
  12. 12. (My) 7 Rules of B2B tech/digital Marketing: 1. You must have your USP ready. It better be good. 2. Don’t look for time and don’t waste time. 3. What are whitepapers? 4. Never ask for a webex. 5. Don’t expect to marry me on the first date. 6. Don’t assume I know what I am talking about. 7. Do assume I know what I am talking about.
  13. 13. For Marketers, what should they do?
  14. 14. • What makes your marketing technology technically unique from others? What is your USP? • Can this be explained succinctly & with numbers rather than generically? • Is this a SAAS model, or software installed in the business? • What kind of training and support is included? Does its require lots of professional services? • What is the set-up cost? Monthly / yearly and total cost of ownership • What is the size of organisation this software is tailored for? • Do they understand our business? Do they have staff who have worked in our industry? • Is there a specific example of the product ‘live’ and in action to demonstrate how the tool works in OUR industry? • Do they understand that technology is a tool to solve problems, not the solution itself? • Other reference sites in our industry • Product roadmap for the next year For us marketers: vendor specific questions
  15. 15. • There are no standard frameworks in place to measure or know when youu need marketing technology and what requirements that are in place vary from industry e.g. Coke will want to measure on brand values like engagement, but others want revenue • Few companies are really advanced in their integration of martech– only the early adopters (e.g Start-ups and some of the B2B world). • Marketing Directors are now choosing and monitoring software as well as managing teams. This is a significant change. Indeed, you could argue that specialised technology solutions could replace the plethora of brand managers and assistant brand managers • Mostly – companies do not know their business goal => this is the starting point. What are the use cases What is the business goal Revenue: Customer acquisition Innovation: Collaborating with customers to drive product Brand Measures: e.g. attitudes, conversations, engagement Customer Experience: improving relationships with customers Improve effectiveness of marketing programmes Operations: Cost Reduction
  16. 16. Thanks! www.colinlewis.me colinalewis @gmail.com Twitter: @colinalewis M: 087-237-5403
  • sos100

    Oct. 1, 2015

What it's like to be the eye of the storm?

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