Which are the essential digital marketing insights and automation tools to grow your business? This deck shows you the best tools across our RACE framework.

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The Perfect Martech stack: How to select the
best marketing technology for your business to
maximise ROI
Dr Dave Chaffey. CEO, SmartInsights.com
www.slideshare.net/Smart-Insights

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So many tools, so many tasks,
so little time!
AGENDA
Techniques, tools and process to help you
boost sales across all customer touchpoints
 Reach
 Act
 Convert
 Engage
 Auditing your martech stack
 Reviewing your implementation

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About Dave Chaffey
Co-founder and Editor
of SmartInsights.com -
a marketing advice
community with > 1
million uniques/quarter.
Premium members in
over 100 countries use
our planning guides,
templates and online
courses to Plan,
Manage and Optimise
their digital marketing.
We also offer
consulting and
training for members.
Specialist Digital Marketing consultant, trainer and author since ‘97.
Free Basic membership

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Smart Insights and Technology for Marketing
 Meet us at stand:
T1128
 Get advice
 Get a free of copy
of our Martech
tools wheel and
Download: http://bit.ly/smartdigital2017

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Using martech to fuel your
entire customer lifecycle…

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Missed opportunities of Martech
 1. Detailed search analysis
 2. AB testing by device
 3. Welcome sequences
 4. Dynamic content and
personalisation
(web and email)
 5. Web assisted customer
service and sales

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Detailed search analysis

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Using Intercom for assisted service

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Q. How many marketing
technogies do you use?
(via Javascript installed on a site)
 0 – 10
 10 – 20
 20 – 30
 More than 30
 Not sure

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Audit your competitors with:
BuiltWith, SimilarTech or Observepoint

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Builtwith.com popularity

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Recommendation
 Use a “Tag Management System…”
 Google Tag Manager
 Brighttag
 Tealium
 Ensighten
 Adobe Dynamic Tag Manager
 See also CDPs – Customer Data Platforms
and DMPs – Data Management Platforms

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Recommendation – Audit your
implementation
Source: www.limaconsulting.com
Travel Retail

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Q. Which is the most ’business
critical’ martech in your stack?
 Content marketing system
 Email marketing system
 Marketing automation system
 Marketing Cloud
 Other, e.g. AB – Testing system

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Auditing:
What is your Martech stack gap?
Download: http://bit.ly/smartdigitaltools

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Source: Scott Brinker (@ChiefMartech)
View latest
With thanks to… Scott Brinker

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…and Brian Solis

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30 Digital Tools categories #1
Download: http://bit.ly/smartdigitaltools

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Recommended members’ toolkit

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How we chose the tools
 1. The most popular tools by volume of usage – so widely
used, freemium or lower cost tools around the edge,
enterprise towards middle.
 2. Services we use or are familiar with and are rated highly
by tools review sites. Voice of the Crowd from G2Crowd,
Capterra, Trust Radius, Alternative To.
 3. Services suitable for small and mid-size businesses with
limited technology budgets.

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30 Digital Tools categories #2
Download: http://bit.ly/smartdigitaltools

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Recommended Tool – Hot Jar

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Recommended Tool: Convert.com

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Many other ways to review your stack
2016 Stackies Awards

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Using the stackies to
audit your approach

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Inspired this new approach

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Martech stack channel audit tool
Martech
Function /
Channel
1. SEO 2. Paid
media
3. Owned
media
(CM + social)
4. Experience 5. Email and
Marketing
Automation
6. Analytics 7. Multichannel
integration
1. Core
broadcast
communications
Keyword
management
and performance
Direct ad
platform
management
Social media
management
Content or
commerce
management
system
Email broadcast
Website
analytics
Sales
2. Personalised
individual
communication
Backlink
management
Retargeting
platform
Outreach
management
Personalised
messaging
and mobile push
Retargeting or
Contextual
platforms
Tag
management
Customer service
and support
3. Optimisation
On-page
crawling and
recommendation
Programmatic Creative testing
Landing
Pages
CRO Tools
Creative
optimisation
Rendering and
delivery
optimisation
Customer
Data
Platforms
ID
management
Sales optimisation
4. Insight
Google
Tools
CDP
Social
benchmarking
Survey tools
Intent
Segment and
campaign
reports
Attribution
models
Call tracking
5. Planning and
management
Gap analysis
Budget and
campaign plans
Editorial
calendars
Conversion
optimisation
plans
Contact
strategy
Customisation Contact rules
6. Productivity
Integrated
tools
Ad asset
management
Asset plans
and
management
Content audits
and plans
Pre-broadcast
tests
User access
control
Company wide
internal comms
Marketing Cloud or Best-of-breed?

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Martech stack channel audit tool
Martech
Function /
Channel
1. SEO 2. Paid
media
3. Owned
media
(CM + social)
4. Experience 5. Email and
marketing
automation
6. Analytics 7.
Multichannel
integration
1. Core broadcast
communications
Direct ad
platform
management
2. Personalised
individual
communication
Personalised
messaging and
mobile push
Retargeting or
Contextual
platforms
3. Optimisation Programmatic Creative testing
Landing
Pages
Creative
optimisation
Rendering and
delivery
optimisation
CDP
Sales
optimisation
4. Insight CDP
Segment and
campaign
reports
Attribution
models
Call tracking
5. Planning and
management
6. Productivity
Integrated
tools
Ad asset
management
Which are the gaps in the Martech toolset

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Poll. Which is the most important
techniques you use to assess
significant technology investments?
 Business case with cost-benefit
 Detailed vendor feature comparison
 Formal pitch from shortlist of vendors
 Trial of 2+ systems based on use-cases
 Evaluation of ROI after 6 months

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Are you reviewing AI opportunities?

37. 37Source: 15 applications of AI

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But, remember that…
“Tools won’t get you far
without
Plans, People and Processes
to optimise your
customer experience”

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Let’s Connect – Questions & discussion welcome!
https://www.linkedin.com/in/davechaffey
www.slideshare.net/Smart-Insights