Learn how marketers use APIs to automate their stack

Webinar: Learn how marketers use APIs to
automate their stack
© All rights reserved.

| © All rights reserved.2
All audio is
listen-only mode
Submit questions
via webinar
software chat
Session will be
recorded and emailed
to all registrants
Webinar instructions

Travis Wright
Marketing Technologist
Keynote speaker, Author
Alex Ortiz
VP Marketing
Today’s speakers

| © All rights reserved.
Today’s topics
Emerging technology, tools, and trends to keep an eye on
How APIs are opening new doors for marketing growth
Integration and automation ideas and examples
Where to go for more resources
Q & A
4

Who is this Travis Wright dude?
• Radio Disc Jockey at Age 13.
• Military Intelligence and Russian Linguist – US Army
• Stand-up Comic since 1995.
• Web developer since 1996.
• Former Global Social Media Strategist – Symantec
• MarTech, AdTech, & FinTech Journalist & Columnist
• Author of Wiley’s, Digital Sense, published Jan 2017
• Chief Marketing Technologist – CCP.Digital
• Podcast Host at VentureBeat & Bad Crypto Podcast
• @teedubya on Twitter & on LinkedIn

P A R T O N E
E M E R G I N G T E C H
A U T O M A T I O N
& I N T E R N E T 3 . 0

• Ask & Answer the right questions
• Integrate marketing strategies
• Optimize your marketing mix
• Know your audience
• Recognize your customer
• Personalize customer journey
• Create a better user experiences
Data-Driven Marketing
Making Smarter & More Impactful Decisions

1945 1995
Memex
Conceived
1945
WWW
Created
1989
Mosaic
Created
1993
A
Mathematical
Theory of
Communication
1948
Packet
Switching
Invented
1964
Silicon
Chip
1958
First Vast
Computer
Network
Envisioned
1962
ARPANET
1969
TCP/IP
Created
1972
Internet
Named
and
Goes
TCP/IP
1984Hypertext
Invented
1965
Age of
eCommerce
Begins
1995
A Brief Summary of the
Evolution of the Internet
@teedubya #tray

Cloud app adoption is widespread
Source: Kleiner Perkins, Netscope April 2017. Global numbers.
Avg. # of Cloud Apps Used by Vertical Avg. # of Cloud Services Used by Department
1,400
1,200
1,000
800
600
400
200
0
1,206
1,170
1,092
907 893
Retail,
Restaurants
&
Hospitality
Financial
Services,
Banking &
Insurance
Manufacturiung Healthcare &
Life Sciences
Technology
& IT Services
100
90
80
70
60
50
40
30
20
10
0
IT Service/
Application
Managemen
t
Cloud
Storage
Social
25 27
30
37
41
43
60
70
90 91
Productivity Software
Development
CRM/
Sales
Finance/
Accounting
Collaboration HR Marketing

@chrisjsnook @teedubya #blockchain@teedubya #tray

| © All rights reserved. @teeduby
CONFUSING?
@teedubya #tray

Account Based Marketing
Ad Network
Advertiser Campaign Management
Attribution
Audience Response
Brand Advocacy
Business Intelligence
Call Tracking
Campaign Management
Content Marketing
Conversion Rate Optimization
Cross-Channel Advertising
Data Management Platform (DMP)
Demand Generation
Demand Side Platform (DSP)
Digital Analytics
Digital Analytics - Web CMS Suites
Digital Signage
Display Advertising
Email Marketing
Email Marketing: Best of Breed
Email Marketing: Suites
Event Management
Event Management Platforms
Event Planning
Event Registration & Ticketing
Gameification & Loyalty
Kiosk
Lead Capture
Lead Generation
Lead Intelligence
Lead Mining
Lead Scoring
Marketing Automation
Marketing Resource Management
Media and Influencer Targeting
Media Monitoring
Mobile Advertising
Mobile Analytics
Mobile App Analytics
Mobile App Optimization
Mobile Crash Reporting
Mobile Event Apps
Mobile Marketing
Native Advertising
Online Community Management
Online Review Management
Organic Search Marketing
Other Digital Advertising
Other Event Management
Other Lead Generation
Other Public Relations
PR Analytics
Predictive Analytics
Press Release Distribution
Print Fulfillment
Public Relations (PR)
Publisher Ad Management
Search Advertising
Search Marketing
Search Marketing - Web CMS
Suites
Social Advertising
Social Analytics
Social Media Management
Social Media Mgmt
Social Media Monitoring
Social Media Suites
Supply Side Platform (SSP)
Video Advertising
Visitor Identification

350 Categories of MarTech
@teedubya #tray

TECHNOLOGIES TO WATCH OUT FOR 2017 & BEYOND
#BLUEUC2017@teedubya #tray

CHATBOTS

CHATBOTS
ARTIFICIAL INTELLIGENCE

VR/AR

Freedom-based solutions to media
The Solution

The Solution
@teedubya #tray

Saves
time
Transaction time
from days to near
instantaneous
Removes
cost
Overheads and
cost intermediaries
Reduces
risk
Tampering, fraud
& cyber crime
Increases
trust
Through shared
processes and
recordkeeping
Blockchain benefits

| © All rights reserved. @teedubya #tray
@teedubya #tray

Smart
contracts
BLOCKCHAIN TO DISRUPT THEM ALL
Banking
Money
Transfers
Cybersecurity
Education
Voting
Car Leasing
Networking &
IOT
Predictions &
Forecasting
Ride sharing
Stock Trading
Cloud Storage
Sports
Management
Loyalty
Programs
Government &
Public Records
Gun & Weapon
Tracking
Wills &
Inheritance
Retail Charity &
Non-profits
Law Enforcement
Human
Resources
Corporate
Governance
Credit
Histories
Crowdfundin
g
Prescription
Drugs
Manufacturing
Political Campaign
Finance
@teedubya #tray

“Build content that has an impact in the
industry that you’re trying to influence.”
-@teedubya

2 Marketing Technologies
@chrisjsnook @teedubya #blockchain

| © All rights reserved. @teedubya
2,651 Companies tracked
@teedubya #tray

| © All rights reserved. @teedubya
$200+ Billion dollars in investments
@teedubya #tray

Zemanta @Zemanta http://zemanta.com
@teedubya #tray

Stackla @stackla http://www.stackla.com
@teedubya #tray

Distilled ODN @distilled http://www.distilledodn.com
@teedubya #tray

Cloudinary @cloudinary http://www.cloudinary.comCloudinary @cloudinary http://www.cloudinary.com
@teedubya #tray

Use Cases
 Merchandising / Badging
 Behavioral Retargeting
 Email Personalization
 Interactive Widgets
 A/B Testing
 Ad Factory
Dynamic Content Optimization
Cloudinary @cloudinary http://www.cloudinary.com
@teedubya #tray

Likelihood @likelihd http://www.likelihood.com
@teedubya #MarTech@teedubya #tray

Influential @influential_co http://www.influential.co
@teedubya #tray

Affinio http://affinio.com @affinio
@teedubya #tray

Node @nodeio http://hello.node.io
@teedubya #tray

| © All rights reserved. #kciabcbcs
Nudge @nudgeai http://nudge.ai
@teedubya #tray

Nimble @nimble http://www.nimble.com
@teedubya #tray

Adworthy – adworthy.com @adworthy
@teedubya #tray

Gnosis @gnosis http://www.gnosis.pm
@teedubya #tray

Knowsis @knowsis http://www.knowsis.com
@teedubya #tray

Blockchain MarTech
@teedubya #tray

Thanks to APIs, automating data flows is possible
Interface only software API enabled software
15,000+
Public
APIs
Accessible data
Standardized
integrations
Automated triggers
Robust customization
Multi app
Multi step
Trapped data
Copy and paste
Batch upload
Limited native integrations
Point to point
One step
2007 2017

@teedubya#FlipMyFunnel @teedubya #tray

Tray.io Tray @Tray
@teedubya #tray

CRM
Tasks
Alerts
Enrichment
Behavior
MAP
Your stack
Outreach
Matching
Anyone can integrate your entire stack
Tray.io Tray @Tray
@teedubya #tray

• Landing page tools: Unbounce, Instapage...
• IP lookup: DemandBase, Clearbit Revea....
• Customer data platforms: Segment, MParticle
• Website chat: Drift, Olark, Intercom
• SDR automation: Outreach, YesWare, ToutApp, Salesloft
• Cloud: Data Warehouses: RedShift, Google BigQuery
• Cloud BI: Looker, Periscope Data, Chartio
• Task and project management: Asana, Trello, Wrike
• Cloud file storage: DropBox, Box, Google Drive, Microsoft 365
• E-signature: Docusign, Adobe Sign, HelloSign
• Alerting & Chat Apps: Slack, Telegram

P A R T T W O
H O W A P I S O P E N
D O O R S F O R
M A R K E T I N G G R O W T H

Cloud app adoption is widespread at enterprises
| © All rights reserved. Source: Kleiner Perkins, Netskope April 2017. Global numbers.
Avg. # of Cloud services used by dept./category
100
90
80
70
60
50
40
30
20
10
0
IT Service/
Application
Management
Cloud
Storage
Social
25 27
30
37
41 43
60
70
90 91
Productivity Software
Development
CRM/
Sales
Finance/
Accounting
Collaboration HR Marketing

What do best-in-class marketers do?

CRM
Web chat bot
MAP
Link Face Twit
Social
CMS
Sales
engagement
Customer
community
PR Analytics
Webinar
Hosting
Webmaster
Tools
SEO Tools
Stock
photos
Design
Tools
Content Analytics
Content
engagement
Content Distribution
Lead form
Lead Capture
Organic Acquisition & Engagement Paid Acquisition & Engagement
Digital
Design
Copy & Design
Creation
Performance
management
Grammar
and Editing
On-demand
copywriting
Printer
PR
Distribution
Event lead
scanning
Task
management
Content
Analytics
Website
Video
Hosting
SEO
Analytics
Website
Analytics
On-page
Analytics
AdRol
l
Linked Face Twitter
Retargeting
Search
GoogBing YahooGoog
Social
Face
A/B Testing
Tag/
Event
tracking
Application
Blog platform
Landing
pages
Product
Analytics
Data sources
Analysis tools
Integration and automation platform
Business
Intelligence
Data Warehouse
Databases
SDR
automation
Lead data
Partner
Partner
management
Referral
tracking
Organic Management
Programmatic Display
Infrastructure
Mobile adsNative ads / sponsored
Video ads
Collaboration
Data Management Platform
Sales tools
How many tools should you use?
86

| © All rights reserved.87 Source: Salesforce, “State of Marketing” 2016
Best-in-class marketing orgs use 2X the number of tools
Average number of tools and technology used by performance level
14
12
10
08
06
04
02
00
0 2 4 6 8 10 12 14 16
High performers Moderate performers Underperformers
Mean = 11.8
Standard Deviation = 4.40
Mean = 14.7
Standard Deviation = 3.37

| © All rights reserved.88 Source: Aberdeen, ”The state of marketing technology: controlling the chaos”
Best-in-class marketers use top and emerging technologies
Emerging marketing technologies among top marketersTop technologies of best-in-class marketers
Percentage of respondents, n=223
Customer relationship
management
0% 20% 40% 60% 80%
76%
76%
67%
59%
64%
61%
58%
50%
52%
50%
52%
33%
52%
51%
Web / video
conferencing
solution
Email service
provider
Marketing
automation platform
Print materials &
solutions
Analytics & data
visualization
solutions
Content
management system
Best-in-Class All
Others
Percentage of respondents, n=223
Landing page or website
optimization / testing platform
0% 13% 26% 39% 52%
Content marketing platform
Visual editing / design tools
SEO service & solutions
Social listening /
analytics solution
Event marketing /
management solution
Contact data / business
intelligence solution
Banner / display ad solution
Project management
technology
Retargeting ad solution
Best-in-Class All
Others
45%
32%
45%
30%
42%
38%
42%
47%
42%
22%
42%
21%
33%
27%
33%
29%
33%
26%
30%
19%

Best-in-class marketers make technology buying decisions
45%
Marketing has free
reign to invest in,
implement, review
and/or replace
technologies
Marketing can lead
technology discussions,
but requires executive,
IT, or order approvals
Marketing is involved in
technology
discussions, but
executives, IT, or
others hold power
Marketing defers to IT
and/or other business
units to make
technology decisions
Percentagereported
Best-in-Class
Industry Average
Laggards
Marketing is not
involved in
technology
decisions
34%
42%
27%
23%
40%
19% 19%
16%
38%
8%
6%
4% 4%
8%
12%
0%
15%
30%

Best-in-class marketers integrate their tech stack
What does your marketing technology ecosystem look like?
45%
30%
15%
0%
13%
A collection of
specialized but
unconnected solutions
A collection of specialized
solutions with some
integrations
A strongly integrated system
of complementary solutions
A highly integrated system
or “cloud” of
complementary solutions
Percentagereported
Best-in-Class
All Others
34% 34%33%
40%
23%
14%
9%
Low marketing technology sophistication – High marketing technology sophistication

Top marketers grow contribution to revenue by integrating tech
Source: Aberdeen, “The state of marketing technology: controlling the chaos”
Contribution to revenue Grow contribution to revenue year-over-
year
Integrated Technologies All
Others
21%
32%
7.7%
5.0%
11% higher
53% higher rate

Connected network of automations
93 Source: The Future of Marketing 2018 Mathew Sweezey
Automation 1.0
Is self contained
Automation 2.0
Happens across a network

What are APIs?
94
A way for systems to talk with each other
Eliminate tedious manual work CSV
uploads
Enable new things
Application Programming Interface (API)

Interface-only software API-enabled software
15,000
+ Public
APIs
2017
• Accessible data
• Standardized access
• Automated triggers
• Robust customization
• Multi-app integrations
• Multi-step processes
2007
• Trapped data
• Copy and paste
• Batch upload
• Limited native integrations
• Point-to-point integrations
• One-step process
Thanks to APIs, automating data flows has never been easier

Why not just use native integrations?
96
Use them
if they work
for you
The more flexible
the software the
less likely the native
integrations will
work out of the box
Software vendors
can only build so
many native
integrations
Hard to manage
many point-to-
point integrations

API Maturity
• V1 may be buggy
• Supports the functions
that you need
How to evaluate vendors’ APIs
API Type
• SOAP is older and
more complicated
• REST is the standard,
modern way, easier
API Limits
• Can it handle your volume?
• Is it fast enough?
• What does it cost?
API Documentation
• Available on vendors’
websites, well organized,
comprehensive

Compare APIs before you buy
98
http://developers.marketo.com/rest-api/
https://developers.hubspot.com/apps/api_guidelines

P A R T T H R E E
A U T O M A T I O N
IDEAS AND EXAMPLES

Automation 2.0 is for every team at any company
100
Business
Ops
Marketing Sales Support
Company-wide

Mkt OpsDemand gen Web Mkt Events
• SEM, social, retargeting
• Personalized email
• Message orchestration
• Lead list ingestion
• Event management
• Swag automation
• API limits management
• Lead enrichment
• Lead scoring, routing
Customer MktSales ops
Analytic
s
Product
Mkt
• MAP to CRM sync
• Campaign creation
automation
• Lead to account matching
• Data warehouse
integration
• BI integration
• Execution layer on BI
• User behavior in trial
and in product
• Competitive alerting
and enablement
• NPS campaign
• Happy customer
detection
• Gift automation
• Capture leads from chat
• Target account alerting
• Show chat only to target
accounts
Automation 2.0: automate any marketing process

Integrated lead enrichment
sources with CRM to enrich
650,000 global opportunities
Tray is the most powerful and flexible process management tool
out there. Any time you have a use case where systems need to
talk to each other; Tray is ideal.
- Brendon Ritz, Marketing Operations Lead
Checks website ranking in
Clearbit weekly and updates
Salesforce as needed
Updates Salesforce with
data from BuiltWith on 200
different attributes
AdRoll integrates disparate lead data to target the best
opportunities
Increased sales team appointments 13%

1. Automates lead list
uploading  Increases
MQL to SQL conversion
rates
You can take data, transform it, load it exactly the way you want,
and own that process —that’s the beauty of Tray.io.
- Dan Ahmadi, Director of Demand Generation
2. Automates gift sending with
one-click ordering 
Empowers effective lead
nurture by reps
3. Competitive deal
alerting  Better sales
enablement
Outreach.io enhances sales and marketing productivity with Tray

1. Built a data-queuing
and segmentation engine
between Segment and
Marketo to route millions
of events for more
effective email campaigns
Tray lets us be proactive with our marketing in a way
that we couldn’t before.
- David Dorman, Director of Growth and Demand Generation
2. Enriched Salesforce
Service Cloud data for
a single source of truth
for the customer
relationship
3. Connected Segment
and GetFeedback to
automate and scale
Net Promoter Score
program
4. Drove broader
visibility with alerts in
Slack from form fills
and status changes in
Salesforce
DigitalOcean personalizes marketing with Tray

tray.io
105
Make automation 2.0 a reality with these resources:
Go deeper with a demo
Inspiration: tray.io/customers
Ideas: tray.io/blog

Question and answer
Use the webinar chat
window to submit questions

Learn how marketers use APIs to automate their stack

More Related Content

What's hot

Similar to Learn how marketers use APIs to automate their stack

Recently uploaded

Learn how marketers use APIs to automate their stack