This document discusses marketing technology and the changing role of marketers. It notes that acquiring, converting, and retaining digital customers has become marketing's responsibility, rather than sales or IT. Today's marketer has many channels to choose from and access to large amounts of customer data and insights. Marketing technology applies technology to achieve marketing goals through tools like analytics, software, models, and algorithms that reveal customer interests and values. The rise of marketing technology is driven by digital life, changes in marketing culture, pressure on marketing budgets, and increased investment in martech companies. The document provides advice for both marketers in understanding marketing technology vendors, and vendors in effectively pitching their solutions.

1. #martech.
What it’s like to be the eye of the storm?
Colin Lewis
@colinalewis
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2. MarketingTechnology 25 years ago
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3. 3
Today’s marketing technology

5. This is just programmatic.

6. 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’.

7. This what I am thinking.

8. This is what I would prefer to do

9. 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….

10. How to approach selling
martech or digital?

12. Know your product

13. Know your pitch

14. (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.

15. For Marketers, what should they do?

16. • 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

17. • 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

18. Thanks!
www.colinlewis.me
colinalewis @gmail.com
Twitter: @colinalewis
M: 087-237-5403