Flip myfunnel raab v2

What’s My Stack?How to Win at MarTech Jenga

David RaabRaab AssociatesFlip My FunnelAugust 11, 2015

Marketing Stack is a Popular Topic

Average MarTech Stack: 12.4 Tools

No Standard MarTech Stack Design

Source: Scott Brinker, ChiefMartech blog

Data• Import data• Build profiles• Expose data

Decisions• Predictive models• Message selection• Multi-step campaigns

Delivery• Owned media• Paid / earned media

Function-based Design

Web Marketing Social CRM

Flow-based Design

What does my stack do?

How does my stack work?

Winning stack …does the right things

…as well as possible.

Doing the Right Things

Strategy= method to a goal

From Strategy to StackBusiness Strategy

Marketing Strategy

MarTech Strategy

MarTechArchitecture

MarTechStack

• Focus: Product vs service vs cost• Financial:

Margin vs number of customers vs revenue per customer• Value Prop:

Image vs relationship vs product

• Channels• Spending• Intimacy• User skills• Target metrics

(CPA, LTV, ROI, growth, etc.)

• System scope• Channel

integration• Execution

automation• Program

sophistication• Flexibility • Scalability• Cost• Staffing

• Shared vs siloed • Suite vs. best

of breed• In-house vs

outsource• Owned vs

rented• External

integration (CRM, Web, etc.)

• Database• External data• Data quality• Identity

association• Analytics• Decision engines• Execution

systems (email, Web, social, events)• Management

(content, plan, budget, etc.)

Building RequirementsBusiness Strategy

Marketing Strategy

Marketing Tactics

MarTech Strategy

MarTechArchitecture

MarTechStack




• Channels• Spending• Intimacy• User skills• Target

metrics (CPA, LTV, ROI, growth, etc.)








rented• External



association• Analytics• Decision

engines• Execution



Functional Requirements

MarketingPrograms

Business Requirements

Requirements MatrixMarketing Program

Business Requirement

Functional Requirement

System

Webinar acquire lists buy and load names marketing database

Webinar send invitations send emails email

Webinar promote on social social posts social

Webinar promote on blog blog posts blogging platform

Webinar advertise place ads media buying

Webinar capture registrations landing page form builder

Webinar send reminders email Webinar

Webinar create content create slides content builder

Webinar deliver Webinar broadcast Webinar Webinar

Webinar post for viewing host recording slide sharing

Webinar send followup import attendee list email

Future RequirementsBusiness Strategy

Marketing Strategy

Marketing Tactics

MarTech Strategy

MarTechArchitecture

MarTechStack




• Channels• Spending• Intimacy• User skills• Target

metrics (CPA, LTV, ROI, growth, etc.)








rented• External



association• Analytics• Decision

engines• Execution



Future Business Future Marketing Future MarTech

Functional Requirements

MarketingPrograms

Business Requirements

MarketingTrends

MarTech / AdTechRequirements

Social & Tech Trends

Constant context

Message overload

Subscription economy

Marketing to machines

Trust-based relationships

Data/Decisions/Delivery

Autonomous devices

Mobile & wearable

Augmented & virtual

reality

Internet of Things &

Places

Sharing economy

Social stratification

Omni channel

interactions

Automatedprocesses

Segment & Customize

Advanced analytics

High value expectations

Where We’re Headed

MarTech AdTech MadTech Data •Identifiable

individuals•Advanced association

Decisions •Journey tracking•Advanced attribution

Delivery •Personalized messages in owned media

MarTech + AdTech = MadTech

Data •Identifiable individuals•Advanced association

•External data pools•Aggregated sources•Thing data

•External pools of aggregated data tied to individuals & things

Decisions •Journey tracking•Advanced attribution

•Real time bidding•Behavior-based recommendations

•AI-based bidding, message selection, and content generation

Delivery •Personalized messages in owned media

•Targeted messages in paid media

•Personalized messages across all media

Future Requirements MatrixMarketing Program

Business Requirement

Functional Requirement

System

trust-based relationships

use all available data integrate 3rd party data

marketing database


build cross-channel profiles

advanced identity association

marketing database


target effectively AI-based decisions content creation, predictive analytics, message selection


optimize marketing spend

bidding across channels

attribution, bidding, optimization


use all available channels

format messages across channels

content management


use all available channels

insert external messages across channels

cross-platform personalization

Does the right things= meets requirements derived from strategy

Doing Things Well

Efficiency Checklist

Complete functionsNo redundant functionsNo isolated functions Integrated data Integrated decisionsEasily extendedSwappable componentsLow operating cost

Data• Import data• Build profiles• Expose data

Decisions• Predictive models• Message selection• Multi-step campaigns

Delivery• Owned media• Paid / earned media

Challenging the Status Quo:Stack Design by Function & Flow

Works as well as possible= efficiently and flexibly

Examples

Sample Stacks: ABM vs Inboundlevel ABM InboundMarketing Strategy

build deep relationships with known targets across lifecycle

find and qualify interested prospects to send to Sales

Programs/ Requirements

focus: triggered email, ad targeting / retargeting, site personalization, phone, Webinars, content

reach: blogging, paid search, display ads, organic search, trade shows, email nurture, influencers, publicity, Webinars, content

MarTech Strategy

high touch: tightly coordinated, low volume, deep personalization

broad reach: channel focus, highly automated, high volume, basic programs

MarTech Architecture

closely shared, maybe suite, tight Web/CRM integration

loosely coupled, best of breed, limited Web/CRM integration

MarTech Stack• data accounts, third party enrichment,

identity associationprospects, third party net new & enrichment, identity association

• decisions personalization, sales support, customer success, churn model, content creation

nurture flows, surveys, lead scoring, analytics, attribution, optimization, content creation

• execution email, Web, retargeting, phone, CRM, Webinars, customer success

email, Web, blogs, social, SEO, SEM, display, publicity, Webinars, influencers

Sample Stacks: ABM vs InboundABM Inbound

1st party

enrichment

Web email Sales Support

content creation

best actions

churn models

sales forecast

campaign mgmt

1st party

blogssocial

enrichmentnet new


content creation

best actions

churn models

sales forecast

lead scoring

campaign mgmt

blogssocial

Sample Stacks: ABM vs InboundABM Inbound

1st party

enrichment


content creation

best actions

churn models

sales forecast

campaign mgmt

1st party

blogssocial

enrichmentnet new


content creation

best actions

churn models

sales forecast

lead scoring

campaign mgmt

blogssocial

Transition Planning

Transition Planning

• Document current state• Define target future state• Build change plan– Which systems, what sequence– Dependencies are critical– Functional intermediate stages– New abilities vs. old problems

• Future is a moving target

Change Plan – Function LevelBenefits (programs)

Functional Gaps (stack change)

target account visit alerts

intent-based emails

Web site personalization

intent-based Web messages

Database: flag target accounts x x xDatabase: import intent data x xDecisions: auto-create content xDecisions: select best message x xemail: run trigger campaigns xWeb site: identify anonymous visitors x xWeb site: display individual messages x x

Change Plan – System LevelBenefits (programs)

System Upgrades(stack change)

target account Web visit alerts

Web site personalization

intent-based Web messages

intent-based emails

Customer Data Platform x x xWeb CMS x x xAutomated Recommendations x xAdd Intent Data x xAutomated Content Creation xMarketing Automation xPredictive Lead Scoring

What was the question?

How to Win at MarTech Jenga

• Define strategy-based business requirements, including future vision

• Design MarTech strategy, architecture and stack that meets requirements

• Check for efficiency• Build incremental change plan

Questions to Consider

• What is the target customer experience?• How did they balance coordination vs

silos?• How did they balance suite vs. best of

breed?• What were their system selection criteria?• How did they measure success?

Thank You!

David RaabRaab [email protected]