How to Build an Agile Marketing Technology Stack — If you want to improve marketing efforts, you have literally thousands of tools to choose from. There are tools for data analysis, customer tracking, automation, email campaigns, A/B testing, lead captures, data enrichment, and so much more. How are you supposed to decide which tool is right for you? And how do you make sure they can support your agile marketing strategy? In this webinar — with Effin Amazing’s Dan McGaw and Boast Capital’s Lloyed Lobo — will walk you through Dan’s battle-tested collection of tools that have been used to drive record-breaking growth for companies like Real Thread, Frame.io, ForksOverKnives.com, and Eventbrite. The webinar will also cover how to integrate tools. When it comes to creating an agile marketing technology (martech) stack, a key focus needs to be the ability to swap them out based on business needs. Being stuck with any tool will limit your innovation and productivity. While there are tools you’ll probably keep around, you’ll probably switch others to support your agile efforts — and we’ll show you how. Dan will also walk you through real-world examples that explain exactly how you can use these tools to deliver amazing customer experiences. If you are looking to create a powerful, agile marketing technology stack that works for your business, this is one webinar you will not want to miss!

1. Keynote
The Ultimate Marketing
Automation Playbook to
3X Conversions
Dan McGaw - CEO @EffinAmazing

2. 2
Dan McGaw
CEO @EffinAmazing
Introduction
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.
You can find him on most social networks, or follow him on
Twitter at @DanielMcgaw.
Just a handful of our amazing clients

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

4. Keynote
The Ultimate Marketing
Automation Playbook to
3X Conversions
Dan McGaw - CEO @EffinAmazing

5. Marketing Stack Growth.
Industry
Over the past few years
martech has grown like crazy.
5
2011
150+ martech tools
http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/
#Stackapocalypse

6. 6
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

7. 7
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

8. 8
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

9. 9
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

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

12. 12
How many tools are in your stack?
Quantity
1 - 5 6-10 10-20 21+

13. 13
How many tools are in my stack?
??

14. 14
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+

15. Marketing Automation Stack
Choose tools based upon integration
and connectivity.

16. 16
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

17. 17
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

18. 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.

19. 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.

20. Integrate in the 21st centuryCDI

21. 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.

22. Enrich in the 21st centuryClearbit

23. 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.

24. Automate in the 21st centuryAutopilot

25. 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.

26. 26
AppExchange. Lead Tracking.
Deal Tracking. Customer Tracking.
CRM in the
21st century
Salesforce

27. 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.

28. 28
ABM Analytics. Dashboard Analytics.
Free Analytics. Real-time Analytics.
Analytics in the
21st century
Amplitude

29. 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.

30. Hack it in the 21st centuryZapier

31. Automation Case Study
RealThread.com was able to
completely reinvent their automation
to increase conversions.

32. 32
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.

33. Online OrdersProblem

34. Offline OrdersProblem

35. Lots of inbound leadsProblem

36. Doing lots of outbound prospectingProblem

37. 37
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

38. 38
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.
Automation 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 Automation
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

39. 39
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

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

41. Identity and Behavior driven.Create Lead Score Model

42. Segment >> Clearbit >> Segment = Identity Data

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

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

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

46. 46
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 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
Personalized Automation
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
Automation 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.

47. Personalized Automation
Turn hundreds of MQL’s per
month into sales qualified leads
(SQL).

48. Collect Customer Information - Autopilot

49. Collect Customer Information - User Experience

50. Graphic Designer
Send Personalized Journey - Autopilot

51. Designer, Apparel
Send Personalized Journey - Autopilot

52. Business Owner
Send Personalized Journey - Autopilot

53. 53
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 Automations
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
Automation 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.

54. Create analytics integration to
give leadership more data on
what the customer automation
is doing.
Automation Reporting

55. Report Role in Analytics - Autopilot >> Segment

56. Report Role in Analytics - Segment >> Amplitude

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

58. 58
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

59. Advice
Your automation is only as good as
the people you hire to build it.
Don’t be stupid, Build Cool Sh*t

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

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

62. Dan McGaw
CEO at EffinAmazing.com
Questions?