Building a marketing or sales stack can be a daunting task. Between choosing tools, finding experts and spinning things up, you could spend $100k+ and a year to realize you integrated wrong. Leaving you to spend even more time and money on something you are afraid to break.
Cut through the #Stackapocalypse and get the guidance you need.
Dan McGaw, CMO at Effin Amazing, and former head of marketing at Kissmetrics get's you the answers you need in the fast paced presentation. With tools to choose, their best practices and real world use cases, you can take his findings and deploy them into your business with ease.
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You will learn:
- What stack to choose
- What is the best CRM
- What marketing automation tool to select
- How you should integrate and pipe data
- What analytics tool works best
- How to hack things when needed
----- Transcription --------
Presentation The Ultimate B2B Growth Stack 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. 3 Marketing Tools. Sales Tools. Developer Tools. Support Tools. Are we in a #Stackapocalypse? Tools #Stackapocalypse
4. Free Webinar
5. Marketing Stack Growth. Industry Over the past few years martech has grown like crazy. 5 2011 150+ martech tools #Stackapocalypse http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/
6. 6 2013 2014 350+ martech tools 1000+ martech tools #Stackapocalypse http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/ http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/
7. 7 2015 2016 2000+ martech tools 3500+ martech tools #Stackapocalypse http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/ http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/
8. 8 2017 With so many companies coming on to the market, the indsutry 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. Summary 6000+? 6000+ martech tools?? #Stackapocalypse
9. 9 0 1500 3000 4500 6000 2011 2012 2014 2015 2016 2017 Martech Growth #Stackapocalypse
10. 10 0 1500 3000 4500 6000 2011 2012 2014 2015 2016 2017 EffinAmazing.com/Tools. Bonus Martech Growth UTM Builder Chrome Extension A/B Test Calculator Chrome Extension Overdue Trello Cards Chrome Extension #Stackapocalypse
2. 2
Guy Marion
CMO @AutopilotUS
Introduction
I am a revenue-focused leader interested in the shift towards
all things cloud & SaaS, customer journey automation, and
the consumerization of Enterprise software. I am also an
environmentalist with a passion for tackling global
challenges.
Quote: “The people who are lucky grind it out, and the people
who grind it out get lucky.”
-Guy Kawasaki
Just a handful of our amazing clients
3. 3
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
4. 4
Marketing Tools. Sales Tools.
Developer Tools. Support Tools.
The beginning of a
#Stackapocalypse?
Tools
#Stackapocalypse
5. Marketing Stack Growth.
Industry
Over the past few years
martech has grown like crazy.
5
2011
150+ martech tools
#Stackapocalypse
http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/
8. 8
2017
With so many companies coming on to the market, the indsutry 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+?
6000+ martech tools??
#Stackapocalypse
12. 29+
12
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
What is in
My Stack?
EffinAmazing.com/Tools
13. 13
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
EffinAmazing.com/Tools
15. 15
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
16. 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 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. 20
Marketing Tools. Sales Tools.
Developer Tools. Support Tools.
Integrate in the
21st century
Segment
21. 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.
24. 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. 26
Email Automation. Text/SMS Automation.
Postcard Automation. Pop-Up Automation.
Automate in the
21st century
Autopilot
27. 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.
30. 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.
32. 32
ABM Analytics. Dashboard Analytics.
Free Analytics. Real-time Analytics.
Analytics in the
21st century
Amplitude
33. Use Zapier
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.
07.
35. Now What?
Having tools is one thing,
but putting them to use is
another. Let’s review some
examples.
36. 36
Introduction
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
37. 37
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
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.
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. 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
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
40. 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.
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
46. 46
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
47. 47
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
55. 55
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 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
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 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
57. Create Personalized Journey Draft
Autopilot
Newsletter
Designer
Apparel, designer Business Owner Human Resources Marketer Qualified Lead Outbound Lead
63. 63
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
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.
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.
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
68. 68
Increase net
new customer
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
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.
73. Get 50% off your first 6 months with code:
Start your free trial: bit.ly/try-ap
• Valid for first time customers
only, plans up to 10k contacts
• Offer expires on September 30,
2017
ap-effin-amazing
74. Dan McGaw
CEO at EffinAmazing.com
Guy Marion
CMO @AutopilotUS
Thank You