A sneak peak at: How the Marketing Technology has evolved over the years. Why has it now become essential for marketers? How to select a MarTech solution?

1. Evolution of MarketingTechnology
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2. Co-founder and Joint CEO
at Mirum
(previously known as
SocialWavelength)
I co-authored a book
called
If I HadTo Do It Again
We are part of
WundermanThompson in
the WPP Group
We are a Gold Consulting
Partner for
Salesforce.com
Hi!
I am
Sanjay
Mehta
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3. Martech refers to software / tech used by marketers to plan
and execute marketing activities
What is Martech?
From planning to execution
and analyzing results, to future
forecasting, Martech serves as
a vital tool for Marketeers
It is a perfect mix of marketing
and technology
All of this at scale, in a multi-
touchpoint, omnichannel,
primarily digital environment
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4. Martech -Then
• Few years ago, Marketing Technology was in its infancy stage
• The MarTech industry summed up about 150 tools and nobody had
even heard of Cambridge Analytica. Adobe hadn’t bought Magento
or Marketo and LinkedIn hadn’t yet joined the Microsoft family
• The MarTech industry has been democratized by the Software-as-
a-Service (SaaS) model, a software distribution model pioneered
by Salesforce in 1999
• This was a major turnaround as the SaaS model was an alternative
to expensive custom-developed CRM systems that only giant
corporations could afford
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5. Martech -Then
• There was a disruption in the Martech industry when Salesforce
made their CRM available for all kind of companies, as suited for
their needs
• After which we all experienced the entry of various tools which
catered to different type of companies and various marketing roles
• The rapid growth of Martech empowered marketers to automate
and streamline many aspects of their day-to-day marketing
activities
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6. Martech - Now
Software Centric
Nowadays most MarTech
tools are shifting towards
being software-centric,
which is eventually about
automating the process
and saving time for
marketeers
Insightful
Having insights on vast
data about the target
audience is now possible
because of the Marketing
Technology tools
RealTime
What’s more, those insights
often arrive in real-time,
allowing marketers to pivot
when things aren’t going as
expected
Evolving
While the MarTech
landscape continues to
evolve, it’s not going
anywhere. MarTech is, and
will continue to be, the
catalyst for reaching and
engaging the modern
consumer
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7. Why Martech?
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8. Industry is shaken by new disruptors, technology and tightened regulation
Managing Marketing Assets is an evolving, complex battle
Your
Compan
y
1. Disconnected tools and technologies
Siloed communications cause rogue
processes to develop and hand-cuffs advisors
to be able to best provide a compelling,
engaging, and trustworthy experience
2. Expanding Marketing Channels
Customers have more way to communicate
and spread word of mouth (remember,
negative word of mouth travels further than
positive). Additionally, more communication
channels puts strain on marketing budgets
from content development to distribution.
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9. Industry is shaken by new disruptors, technology and tightened regulation
1. Customers are more data aware than
before
Expectations to receive real-time, mobile-
based services, rich in personalization (think
web portals, online transactional portals, online
comparison tools.); Today's customer expects
& respects bespoke recommendations.
2. Loyalty is the new battlefield
The general customer perception is that
multiple brands offer largely undifferentiated
products and services and the lack of
education increases potential of distrust.
Your
Customer
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Managing Marketing Assets is an evolving, complex battle

10. As the Marketing Technology landscape
evolved over these years, now there are
many companies offering a variety of
Martech solutions
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11. In 2011 there were just 150 Martech tools in the stack but if we fast forward
to today, there are around 8000 tools in the Martech stack
You name any function and there is a Marketing tool for it as of today
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12. So there are over 8000tools in the Martech stack!
It is necessary for us to have an understanding of technologies that
are most fundamental to our business goals
MarketingTechnology has democratized the way brands, and consumers
engage.
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13. To really see how MARTECH has EVOLVED,
we have to see it from 2 POVs, viz.
that of the customer and of the marketeer
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14. Customer’s POV
Customer is connected
As the smartphone has taken over, the customer is highly
connected to each other across the globe
A customer can snap, tweet, or poke anyone, anywhere
anytime
Not only that but anyone can share one’s experience online,
be it good or bad, it can resonate through the digital
network across the globe
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15. Customer’s POV
Expectations Change
As technology changes, customers adopt the new sets of
standards
Consumers pick trends and set them as standard not by
vote, but with their loyalty and transaction history
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16. Marketeer’s POV
Sense of Data
Before the Martech tools, marketers were left to those who
knew SQL or other database languages to write a query and
extract the insights
While database languages are still relevant, analytics tools
help get deeper insights in real time, allowing individuals to
make the decisions that matter.
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17. Marketeer’s POV
Driving Scale
If you wanted one tool to talk to another, you had to write a
custom integration. But with the advent of Martech now, so
many of the sales and marketing technologies that exist
have plug into automation tools that makes the work easier
From scaling communications to driving data consistency,
technology continues to refine the scalability of marketing.
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18. Marketeer’s POV
Efficiency
It is thanks to Martech that now we can look at insights and
data and know that people drop out of a form on some
particular field, or we can see that people are clicking and
getting distracted by the wrong CTA
Armed with data, we can make changes and see real results
and gain efficiency by looking for holes in our funnel and
find out why people aren’t converting
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19. Marketeer’s POV
Fulfilling Customer Demands
As data about our customers come into our marketing stack,
we can continue to refine and personalize our content.
The more relevant our messages, the happier our prospects,
and customers will be. The net effect of this also happens to
be a higher likelihood of conversion.
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20. Now that we know how Martech has evolved and has changed our lives over the years
Let us shift our focus to what we call the
MarTech Stack
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21. A marketing technology or a MARTECH stack is a group of technologies that marketers
leverage to conduct and improve their marketing activities
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22. MARTECH stack - Essentials
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23. The MarTech stack can be broken down into three key stages:
Stage 1: Attract
Stage 2: Engage
Stage 3: Analyze and optimize
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24. CMS
Stage 1: Attract
Lead Scoring
Social Media
Management
Webinar
Ad Tech
SEO
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25. Data Enrichment
Stage 2: Engage
Marketing Automation
Sales Engagement
Customer Engagement &
Lead Generation
Cloud Calling
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26. Stage 3: Analyze and Optimize
Business Intelligence
Conversion Rate
Optimization
Web Analytics
Lead Management
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27. What’s Next
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28. The tide is changing from software islands to all-in-
one solutions that empower not just tools but also
teams to play nicely together.
Rather than simply growing larger,
tech stacks are getting smarter, more streamlined,
and ultimately connected.
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29. Whatever tools you choose for your marketing stack, just remember that the technology you
choose must also connect into your strategy, not the other way around
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30. Good balance is key to a
successful MarTech stack
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31. @sm63