What does a truly connected MarTech stack look like? With increasing pressure for marketers to incorporate best-of-breed automation, personalization, and machine learning tools into their everyday strategy, the sheer volume of integration options out there can feel overwhelming.

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One size never fits all:
Integrating your technology wisely
11 April 2018

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• You can hear us, we can’t hear you
• There will be time for questions at the end
• We are recording the webinar and we’ll send you a follow-up
• Join the conversation on Twitter: @adestra #adestrawebinar
Welcome

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About Adestra
• 13 years in the email and
marketing automation space
• Empowering marketers to
achieve their goals and
maximize their ROI
• Founded on the principle
that marketing success takes
more than great technology
• Software AND a Service®

4. Claire Barnes
Content & PR Manager
Rob Amos
Strategic Partnerships Manager
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Meet the speakers

5. With increasing pressure for marketers to incorporate
best-of-breed automation, personalization, and machine
learning tools into their everyday strategy, the sheer
volume of integration options out there can feel
overwhelming...
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…unsurprisingly.

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8. Seamless data and analytics integrations to help
you leverage all the data you have about your
subscribers across your martech systems.
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What is Connected Tech?

9. Using homegrown technology
or tools for marketing
functions rather than third-
party software solutions.
9
Dark Martech
51%
of mainstream marketing
professionals have
fragmented approach to
martech

10. Using homegrown technology
or tools for marketing
functions rather than third-
party software solutions.
10
Dark Martech
64%
cite lack of skills and
utilisation as a reason
preventing martech
investment

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Dark Martech

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#FOMO

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Aligning your goals…

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..and automation strategy…
Post-purchase
satisfaction/
cross-sell
Nurture program
Ratings &
Reviews
Develop
abandon basket
programs
Anniversary of
purchase
Replenishment
Personalised
BAU emails
Welcome
Program
Favourites
Program
Welcome Convert Nurture Loyalty Re-activation
Browse abandon
£
Winback
Re-engagement
Re-permission
Editorial/blog
content

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…to your data
Print
Advertising
Catalogue
Order forms
Return cards
Product packaging
POS
Email
Transactional
Sister brands
Mobile
SMS
Apps
Social
Facebook
Twitter
Pinterest
Instagram
LinkedIn
Blogs
Partners
Call Centre
Inbound
Outbound
In-Store
Till receipts
E-Receipts
Opt-in form
iPads
Return cards
POS
Offers
Competitions
Web
Quick sign up
Registration
process
Purchase
process
Display
Events
Conferences
Trade Shows
Demos
Courses
Competitions

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Over 75% of email revenue is
generated by triggered campaigns,
rather than one-size-fits-all campaigns

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GDPR
(don’t forget PECR)

18. Attract
Convert
Measure
Nurture
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Answering the right questions

19. Attract
Convert
Measure
Nurture
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• How do you acquire your customers and consent?
• What registration tool do you use and how does this data flow?
• How are confirmation emails triggered? Which platform do you use?
• What other platforms capture information?
Answering the right questions

20. Attract
Convert
Measure
Nurture
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• What information do you hold about your customers?
• Where is it held?
• What analytics/lead scoring tools do you use?
Answering the right questions

21. Attract
Convert
Measure
Nurture
21
• What analysis do you do of your data? Do you use a BI system?
• Where is it held?
• How is this information used in email? How is this imported?
• How can you export email data to leverage a SCV?
Answering the right questions

22. Attract
Convert
Measure
Nurture
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• What is the customer journey? What are the different touchpoints with
your company?
• Where is this information held? Is there a central view?
• What is the dataflow between different systems?
Answering the right questions

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Automated email campaigns account
for 21% of email marketing revenue

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Leveraging broad customer related data from your whole
ecosystem:
• behavioural data, such as location, time, device
• email metrics
• demographic and preference
• purchase history
What is First-Person Marketing?

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To enable prediction, testing and refining to achieve and
increase:
• efficiency (e.g. saving time, money and resources)
• intelligence (e.g. 121 first-person communications)
• performance (e.g. revenue growth or defined conversions)
What is First-Person Marketing?

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It’s a fundamentally different approach to email
marketing...
Bring clarity to complexity by leveraging email to
drive successful first-person marketing
What is First-Person Marketing?

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From an article today on Raconteur…
Content remains king
Compelling content is required to enhance digital
experiences, and your business teams need to
create that content as they understand your
products and offerings better than anyone.

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Best of
Breed!

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Looking for new vendors
Key questions to ask before talking to tech vendors
1. First, figure out “must-haves” versus “nice to haves”
2. What’s the mobile plan?
3. What customer service and resources does the vendor offer?
4. What integrations or data flows will you need with this vendor?
Ultimately, you will need to cut through the clutter.

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AI…?

31. A group of technologies that marketers use to
execute, analyse and expand their marketing
activities - from marketing automation to data
enrichment and analytics.
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Marketing Stacks

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API – list selections
Data Sources
Direct Integration – registrations, abandoned form
Campaign Data
(custom report)
ESP
Events
Database
Adestra Forms
Newsletter
Sign ups
Main CRM Database
Selection
Tool
BI System

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Keep it simple…

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Tech Methods
Bulk import
CMS content
import
XML template
feed
API pushes
‘Event’ exports
Transactional /
relational feed
Analytics tagging
App connection
tools

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