The document focuses on the evolution and importance of marketing technology, underscoring the rapid growth in marketing tools from 150 in 2011 to over 6000 in 2017. It highlights the need for effective integration of these tools to improve marketing success and customer engagement automation, emphasizing tools like Segment, Clearbit, Salesforce, and Kissmetrics for a cohesive marketing stack. Additionally, it discusses strategies for lead scoring and personalized customer journeys to enhance acquisition and retention.

1. The Ultimate
Growth Stack
DAN MCGAW, EFFIN AMAZING

2. @Kissmetrics
#Kisswebinar
@thuelmadsen

3. Thue is the Kissmetrics Webinar Wizard and Marketing
Ops Manager. Before joining forces with Kissmetrics, he
was a Lyft driver in SF, which is also how he ended up as
a Kissmetrics marketer. Whenever Thue is not trying to
automate everything around him, you can find him hiking
in the Sierras.
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Dan McGaw is an award-winning entrepreneur and speaker.
He is also the Founder and CEO of Effin Amazing, an analytics
and growth consultancy that helps product and marketing
teams get data driven and optimize their businesses. Coined
as one of the original growth hackers, he has led the teams at
Kissmetrics.com and CodeSchool.com.
DAN MCGAW
CEO, EffinAmazing
@DanielMcgaw

4. #Kisswebinar
@EffinAmazing
@DanielMcgaw

5. The Beginning of a
#Stackapocalypse?
TOOLS
Marketing Tools. Sales Tools.
Developer Tools. Support Tools.

6. 2011
150+ martech tools
Marketing Stack Growth.
INDUSTRY
Over the past few years
martech has grown like crazy.
http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/

7. 2013
350+ martech tools
1000+ martech tools
INDUSTRY
2014
http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/
http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/

8. 2015
2000+ martech tools
3500+ martech tools
INDUSTRY
2016
http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/
http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/

9. With so many companies coming on to the market, the industry can support itself just by having
new tools coming out needing to use its services. This will at one day be a bubble which pops, but
it looks like we are still years away. When this does happen, there will be a #stackapocalypse.
Summary
6000+?
INDUSTRY
2017
6000+ martech tools??

10. Talking about changing your
stack is effin scary. Trust me,
just changing one tool can
bring on nightmares.
Change

11. 21+11-206-10
QUANTITY
1-5
How many tools are in
your stack?

12. What is in My stack?

13. 29+
What is in My stack?
My inbox - Gmail
3 Social Automation tool – Buffer, Revive Old Post and Zapier
LinkedIn message blast tool - GPZ
4 Lead capture tools – Prospecthive, Klenty, Toofr, Grouply
Webinar tool - Zoom
Video Meeting tool - Zoom
2 Calendar tools – Mixmax and Google Calendar
Video streaming tool - Wistia
AB testing tool - Optimizely
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

14. Most Tools are
Siloed
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

15. Choose tools based upon
integration. It is critical for
Growth.
Ultimate Growth Stack

16. 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.
THE ULTIMATE STACK

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

18. Use Tag Manager01.
Tag Manager Add Tags in the 21st century

19. Use Segment
Segment is the Rosetta Stone of API’s. It allows you to
install once and work with over 300 different tools. Data
piping magic that keeps you flexible, agile and ready for
innovation.
02.

20. Segment Integrate in the 21st century

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

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

23. Clearbit Enrich in the 21st century

24. Enrich in the 21st
century
CLEARBIT
Prospecting Data. Firmographic Data.
Demographic Data. Technographic Data.

25. 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.

26. Autopilot Automate in the 21st century

27. Automate in the
21st century
AUTOPILOT
Email Automation. Text/SMS Automation.
Postcard Automation. Pop-up Automation.

28. 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.

29. Salesforce CRM in the 21st century

30. CRM in the 21st
century
SALESFORCE
App Exchange. Lead Tracking.
Deal Tracking. Customer Tracking.

31. Use kissmetrics
Kissmetrics 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’s me :)
06.

32. kissmetrics Analytics in the 21st century

33. Analytics in the
21st century
KISSMETRICS
Multi-Device Analytics. Dashboard Analytics.
Customer Analytics. Real-time Analytics.

34. Use Zapier
Zapier is one of the most connected tools in the
world. With over 300 integrations, it can pass data
from one tool to the next, while transforming and
filtering data to ensure you only get what you need.
07.

35. Hack in the 21st centuryZapier

36. Having tools is one thing, but
putting them to use is another.
Let’s review some examples.
Now What?

37. 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.
Their Customers
INTRODUCTION

38. Increase net
new customers
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

39. 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.
Increase net
new customers
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

40. 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.
Increase net
new customers
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
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

41. 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.
Increase net
new customers
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
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

42. Online OrdersProblem

43. Offline OrdersProblem

44. Lots of inbound leadsProblem

45. Doing lots of outbound prospectingProblem

46. Customers were tracked in
siloed platforms, giving us
no visibility into the
customer journey.
Problem

47. ORIGINAL REAL THREAD STACK
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.

48. NEW REAL THREAD STACK
Your stack should work together as one cohesive unit. Each
tool should be able to collect and send information to others
tools when possible.

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

50. Identity and Behavior driven.Create Lead Score Model

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

52. Segment >> Clearbit >> Segment = Identity Data

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

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

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

56. 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.
Increase net
new customers
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
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

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

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

59. Collect Customer Information - Autopilot

60. Collect Customer Information - User Experience

61. Graphic Designer
Send Personalized Journey - Autopilot

62. Designer, Apparel
Send Personalized Journey - Autopilot

63. Business Owner
Send Personalized Journey - Autopilot

64. 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.
Increase net
new customers
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
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

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

66. Report Role in Web Analytics - Autopilot >> Segment >> Kissmetrics

67. Report Role in Web Analytics - Autopilot >> Segment >> Kissmetrics

68. Salesforce Data in Web Analytics - SF >> Autopilot >> Segment >> Kissmetrics

69. 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.
Increase net
new customers
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
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

70. Your stack is only as good
as the people you hire to use
it. Don’t be stupid, do cool
shit.
Advice

71. See which UTM’s push
people to the bottom of the
funnel.
Bonus

72. Track UTM’s quickly and keep your teams UTM in sync

73. Lets talk . . .
Dan McGaw
CEO at EffinAmazing
Free Stack
Consultation!
Send me a note:
Dan@effinamazing.com

74. THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
tmadsen@kissmetrics.com
Questions?
DAN MCGAW
CEO, EffinAmazing
@DanielMcGaw

75. Get, keep and grow more customers
Product Overview

76. ALEXIS YULES
SDR, Kissmetrics
ayules@kissmetrics.com

77. Customer Engagement Automation
by Kissmetrics
Understand what
people do on your
website and products.
Analyze +
Define and monitor
your most important
growth segments.
Populations + Campaigns
Create and send
engaging behavior-
based emails.

78. Customer Engagement Automation
#Kisswebinar
Analyze
PopulationsCampaigns
Kissmetrics 3 key features
work seamlessly together to
help you continuously improve
the performance of your
growth initiatives.

79. Kissmetrics Analyze: What it does
#Kisswebinar
1. Captures and stores all behavioral data from you website or
product, for every individual, across devices.
2. Provides KPI’s to quickly monitor the health of your business
3. Delivers a suite of reports for understanding customers and
discovering key insights
Analyze

80. Kissmetrics Analyze: People Search
#Kisswebinar
People Search report
•Complete historical
details of every
individual.
•Precise path they take,
the features they use
(and don’t) and what
kind of user they are.
•Easily create and export
segments for email,
retargeting, or any other
customer engagement
campaign.

81. Kissmetrics Analyze: Metrics dashboard
#Kisswebinar
Metrics dashboard
•See your company KPIs
at a glance.
•Define the metrics you
want to track and we’ll
automatically keep them
refreshed and ready for
you to dive deeper.
•Color based alerts will
help you focus on the
metrics that matter.

82. Kissmetrics Analyze: Funnel report
#Kisswebinar
Funnel report
•Quickly identify leaks in
your growth funnel.
•See and understand the
flow and conversion
rate of any user
behavior you want.
•Funnel report makes it
easy to spot the
bottlenecks in the
customer journey.

83. Kissmetrics Analyze: A/B Test report
#Kisswebinar
A/B Test report
•See how tests are
performing all the way
through to the
conversion of your
choice.
•Understand the true
impact of your tests on
signups, activation,
sales, cancels or
anything you choose.

84. Kissmetrics Analyze: Cohort report
#Kisswebinar
Cohort report
•Understand how any
segment behaves over
time.
•Track how any event or
behavior grows or
diminishes over time.
•Engage people at just
the right moment to
keep things moving the
way you want.

85. Kissmetrics Analyze: Activity
#Kisswebinar
Activity report
•Track, monitor and dive
deep into any activity on
your site or in your
product.
•Compare multiple
events over time and
break it down by
properties.
•A powerful way to dig
into the data and find
answers.

86. Kissmetrics Analyze: Key benefits
#Kisswebinar
Analyze
Understand customer behavior and answer your most important
growth questions, such as:
• What are people doing on my site or product?
• Where are they getting stuck, falling out of the funnel?
• Who are my best (or most troubled) customers?
• What campaigns / tests are leading to the most conversions?
• What features are most important for retention?
Increase conversions and retention by understanding what
people want and need, then delivering it. That’s a continuous
improvement process for sure.

87. Customer Engagement Automation
#Kisswebinar
Analyze
PopulationsCampaigns

88. Kissmetrics Populations: What it does
#Kisswebinar
1. Define the segments that are “critical” to your growth path
2. Delivers KPI’s, report and tracks growth
3. See impact of growth initiatives and know where to focus
Populations

89. Kissmetrics Populations: Main screen
#Kisswebinar
Populations Main
• Get a quick and
powerful view of all the
segments that are key
to your growth.
• See the change in
performance of each
segment, and know
which one needs focus
and attention.

90. #Kisswebinar
Kissmetrics Populations: Detail screen
Populations Detail
•Reports and metrics are
curated for each
Populations.
•You can easily drill-in to
understand the detail
breakdown to know
exactly where to focus,
and the impact of your
campaigns.

91. #Kisswebinar
Populations lets you define and monitor the segments key to
your growth cycle
• Get a quick and powerful understanding of the health your entire
growth-cycle.
• Understand the growth (or shrinkage) of each key segment, and
know where you should focus.
• Understand what you can do to drive growth in each segment,
and take action.
Tracking the behavioral segments key to your growth-cycle
and engaging each segment and individual will increase the
velocity and health of your growth-cycle.
Populations
Kissmetrics Populations: Key benefits

92. #Kisswebinar
Analyze
PopulationsCampaigns
Customer Engagement Automation

93. #Kisswebinar
Kissmetrics Campaigns: What it does
1. Behavior-based email campaign automation
2. Create campaigns to target specific customers based on their
behavior
3. Track and measure beyond opens/clicks to any conversion for
true success
Campaigns

94. #Kisswebinar
Kissmetrics Campaigns: Message creation
Email creation
•Create beautiful emails
with our editor or cut-
and-paste your HTML.
•Create highly-stylized
emails with images, and
video. Or create a text-
based email.

95. #Kisswebinar
Kissmetrics Campaigns: Campaign details
Campaign Detail
•See the individual
messages that belong
to each campaign.
•You set the conversion
point of your choice and
see the results all the
way to that conversion
—way past opens and
clicks.

96. #Kisswebinar
Campaigns
Kissmetrics Campaigns: Key benefits
Campaigns lets you engage your audience with the right
message at the right time — based on their needs, not yours.
• Behavior-triggered emails are more contextual and will increase
conversions
• Increase product adoption, use and retention by delivering
messages based on the .
• Develop ongoing conversations with engagement campaigns
based on responses and progress along the customer life-cycle
Engaging customers with more contextual and timely email
will increase conversions and retention. Behavior-driven
campaigns are required.

97. LEARN MORE NOW
Get, keep and grow more customers with
Kissmetrics Customer Engagement Automation