The document discusses how to build an agile marketing stack. It notes that the number of marketing tools has grown exponentially in recent years. It recommends selecting tools based on integration and connectivity to avoid a "stackapocalypse." Specifically, it suggests using tools like Segment, Clearbit, Autopilot, Salesforce, and Amplitude that easily integrate and connect different marketing functions. It also highlights how RealThread was able to reinvent its stack without code by implementing tools like these into its new, integrated stack.

1. Keynote
How to build an Agile
Marketing Stack
Dan McGaw - CEO @EffinAmazing

2. Marketing Stack Growth.
Industry
Over the past few years
martech has grown like crazy.
2
2011
150+ martech tools
http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/
#Stackapocalypse

3. 3
2013
2014
350+ martech tools
1000+ martech tools
http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/
http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/
#Stackapocalypse

4. 4
2015
2016
2000+ martech tools
3500+ martech tools
http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/
http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/
#Stackapocalypse

5. 5
2017
2018
5,000 martech tools
6,800 martech tools
http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/
Source: http://chiefmartec.com
Source: http://chiefmartec.com
#Stackapocalypse

6. 6
2019
With so many companies coming on to the market, the landscape can be hard and overwhelming
for any marketer. At this moment we are seeing lots of consolidation. Adobe has being acquiring
tools like crazy, let’s just hope this does not create a #stackapocalypse in your stack.
Summary
7040?
7,040+ martech tools
Source: http://chiefmartec.com
#Stackapocalypse

7. 7
0
2000
4000
6000
8000
2011 2012 2014 2015 2016 2017 2018 2019
Martech Growth
#Stackapocalypse

8. Tool Selection
With a sea of choice, and a lack
of experience, picking a tool is a
nightmare.

9. 9
Martech Growth
#Stackapocalypse
Source: http://chiefmartec.com

10. Change
Talking about changing your stack
is effin scary.

12. 12
How many tools are in your stack?
Quantity
1 - 5

13. 13
How many tools are in your stack?
Quantity
1 - 5 6-10

14. 14
How many tools are in your stack?
Quantity
1 - 5 6-10 10-20

15. 15
How many tools are in your stack?
Quantity
1 - 5 6-10 10-20 21+

16. 16
How many tools are in my stack?
??

17. 17
My inbox - Gmail
4 Social Automation tool – Buffer, Revive Old Post, Zapier &
Quuu
LinkedIn message blast tool - GPZ
4 Lead capture tools – Prospecthive, Snov.io, Toofr, Grouply
Webinar tool - Zoom
Video Meeting tool - Zoom
2 Calendar tools – Mixmax and Google Calendar
Video streaming tool - Wistia
AB testing tool - Optimizely
Hosting -
CMS - Wordpress
2 Data piping tool – Segment and Zapier
Tag manager – Google Tag Manager
CRM – Salesforce
Contract Signature - Nitrocloud
4 marketing automation tools – Klenty, Mixmax, Mailchimp and
Autopilot
5 analytics tools – Google Analytics, Amplitude, Kissmetrics,
Mixpanel and Hotjar
How many tools are in my stack?
31+

18. #Stackapocalypse
With so much consolidation, a soon
slowing economy and your team
swapping out tools, will your stack
have a Stackapocalypse?

19. #Stackapocalypse

20. #Stackapocalypse

22. Agile Marketing Stack
Choose tools based upon integration
and connectivity.

23. 23
Most tools are
Silo’d
Problem
Marketing and Sales tools rarely talk to each other. In
most cases, the leads are just sent from one tool to
another without knowing where the lead came from,
why they were interested or even where the lead
entered their information. 2007 2008 2009 2010 2011 2012 2013 2014 2015
Company Statistic

24. 24
Ease of integration is critical for marketing success. Growth teams and marketers need to take
action without a developer. Pick tools which minimize developer integration time.
An Integrated Stack Data Pipeline

25. Use a Tag Manager
Tag Manager’s let you add analytics tags,
conversion pixels and custom scripts without ever
having to talk to a developer. Finally, getting a new
script added takes less than a week.
01.

26. Add Tags in the 21st centuryTag Manager

27. Use a CDI
Customer data infrastructure tools allows you to
implement once and connect 100’s of tools. This
allows you to not be dependent on lengthy
integrations to get a tool up and running. You
integrate once, switch tools whenever you like and
remain agile with your entire stack.
02.

28. Integrate in the 21st centuryCDI

29. 29
Marketing Tools. Sales Tools.
Developer Tools. Support Tools.
Integrate in the
21st century
Segment

30. Use Clearbit
Clearbit is the modern enrichment provider. With
an API you want to use and a sexy Segment
integration, you can pass your new firmograpahic,
technographic and demographic data into any tool.
03.

31. Enrich in the 21st centuryClearbit

32. 32
Prospecting Data. Firmographic Data.
Demographic Data. Technographic Data.
Enrich in the
21st century
Clearbit

33. Use Autopilot
Autopilot is a newer marketing automation platform
which threw out the rule book. Instead of being a
big clunky beast, they are lean, yet a powerful
multi-channel marketing automation platform.
04.

34. Automate in the 21st centuryAutopilot

35. 35
Email Automation. Text/SMS Automation.
Postcard Automation. Pop-Up Automation.
Automate in the
21st century
Autopilot

36. Use Salesforce
The #1 CRM is #1 for an effin reason. The platform
is not cheap, but with the ecosystem of tools and
integrations it has, you are an idiot if you choose
something else. Even startups with no money
should use this tool.
05.

37. CRM in the 21st centurySalesforce

38. 38
AppExchange. Lead Tracking.
Deal Tracking. Customer Tracking.
CRM in the
21st century
Salesforce

39. Use Amplitude
Amplitude by far is the most powerful analytics
tool. Their innovation cycle on new visualizations
and reports is astounding. They are also the cross-
device tracking leader say me :)
06.

40. Analytics in the 21st centuryAmplitude

41. 41
ABM Analytics. Dashboard Analytics.
Free Analytics. Real-time Analytics.
Analytics in the
21st century
Amplitude

42. Use Zapier
Zapier is the the fastest way to connect over 1000
different tools together. Not only will it pass data
from a CRM to your MAP tools, it can also do wild
automations in Google Calendar, Twitter and a
1000+ other tools.
08.

43. Hack it in the 21st centuryZapier

44. Agile Stack Case Study
RealThread.com was able to
completely reinvent their stack
without writing a single line of code.

45. 45
T-shirts
RealThread.com
Custom T-shirt printing has never felt so good.
Real thread is a custom t-shirt printer which has
some of the softest inks to ensure your customers
enjoy wearing your shirts. The print for fashion
lines, startups and all sorts of businesses.

46. Online OrdersProblem

47. Offline OrdersProblem

48. Lots of inbound leadsProblem

49. Doing lots of outbound prospectingProblem

50. 50
Luckily when we got to Real Thread they were already using some of our favorite tools, Segment
and Salesforce. To really accomplish the job though we needed a marketing automation tool,
improved communication and better reporting.
Original Real Thread Stack

51. 51
Lead Scoring
People who have given us their email, but do not
appear ready to purchase. Many of these folks need
to be identified or qualified.
Improved Reporting
Marketing rarely knows what happens to a lead after
it is sent to sales, but it is time for that to change.
We should know when sales picks up a lead and
integrate that into our analytics.
Personalized Journeys
Each buyer personas has their own desires and
needs. By personalizing their journey we can push
them farther down the funnel while keeping
engagement high
Increase customer
conversion rate
When focused on the Real Thread business we agreed to
improve their rate of acquiring new customers. Instead of
spending money on more reach, we wanted to take
advantage of what we already had. LOTS of LEADS!!!!
Goal

52. 52
Your stack should work together as one cohesive unit. Each tool should be able
to collect and send information to others tools when possible.
New Real Thread Stack

53. Lead Scoring
Turn thousands of prospects per
month into marketing qualified
leads (MQL).

54. Identity and Behavior driven.Create Lead Score Model

55. Tag Manager >> Segment = Behavior Data Added Everywhere

56. Segment >> Clearbit >> Segment = Identity Data

57. Clearbit >> Segment >> Autopilot << >> Salesforce = Complete Integration

58. Building Lead Score - Salesforce << >> Autopilot

59. Building Lead Score - Salesforce << >> Autopilot

60. 60
Lead Scoring
People who have given us their email, but do not
appear ready to purchase. Many of these folks need
to be identified or qualified.
Personalized Journeys
Each buyer personas has their own desires and
needs. By personalizing their journey we can push
them farther down the funnel while keeping
engagement high
Improve Reporting
Marketing rarely knows what happens to a lead after
it is sent to sales, but it is time for that to change.
We should know when sales picks up a lead and
integrate that into our analytics.
Increase customer
conversion rate
When focused on the Real Thread business we agreed to
improve their rate of acquiring new customers. Instead of
spending money on more reach, we wanted to take
advantage of what we already had. LOTS of LEADS!!!!
Goal

61. Personalized Journeys
Turn hundreds of leads per month
into sales qualified leads (SQL).

62. Create Personalized Journey Draft
Autopilot
Newsletter
Designer
Apparel, designer Business Owner Human Resources Marketer Qualified Lead Outbound Lead

63. Collect Customer Information - Autopilot

64. Collect Customer Information - User Experience

65. Graphic Designer
Send Personalized Journey - Autopilot

66. Designer, Apparel
Send Personalized Journey - Autopilot

67. Business Owner
Send Personalized Journey - Autopilot

68. 68
Lead Scoring
People who have given us their email, but do not
appear ready to purchase. Many of these folks need
to be identified or qualified.
Improve Reporting
Marketing rarely knows what happens to a lead after
it is sent to sales, but it is time for that to change.
We should know when sales picks up a lead and
integrate that into our analytics.
Personalized Journeys
Each buyer personas has their own desires and
needs. By personalizing their journey we can push
them farther down the funnel while keeping
engagement high
Increase customer
conversion rate
When focused on the Real Thread business we agreed to
improve their rate of acquiring new customers. Instead of
spending money on more reach, we wanted to take
advantage of what we already had. LOTS of LEADS!!!!
Goal

69. Create analytics integration to
give leadership more data on
what the customer is doing.
Improve Reporting

70. Report Role in Analytics - Autopilot >> Segment

71. Report Role in Analytics - Segment >> Amplitude

72. Report Role in Web Analytics - Segment >> Kissmetrics

73. 73
Lead Scoring
People who have given us their email, but do not
appear ready to purchase. Many of these folks need
to be identified or qualified.
Personalized Nurture
Each buyer personas has their own desires and
needs. By personalizing their journey we can push
them farther down the funnel.
Improve Reporting
Marketing rarely knows what happens to a lead after
it is sent to sales, but it is time for that to change.
We should know when sales picks up a lead and
integrate that into our analytics.
Increase customer
conversion rate
When focused on the Real Thread business we agreed to
improve their rate of acquiring new customers. Instead of
spending money on more reach, we wanted to take
advantage of what we already had. LOTS of LEADS!!!!
Goal

74. Advice
Your stack is only as good as
the people you hire to use it.
Don’t be stupid, Build Cool Sh*t

75. Advice
Get my new book!
Build Cool Sh*t
A blueprint to creating your marketing
technology stack
Text “amazing” to (415) 915-9011

76. Thanks For
Coming.
Dan McGaw
CEO at EffinAmazing.com

77. Dan McGaw
CEO at EffinAmazing.com
Questions?