Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.

How to build the Ultimate Growth Marketing Stack

3.509 Aufrufe

Veröffentlicht am

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.


--
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

Veröffentlicht in: Technologie
  • ..............ACCESS that WEBSITE Over for All Ebooks ................ ......................................................................................................................... DOWNLOAD FULL PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } .........................................................................................................................
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • Great slide deck Dan!
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... ,DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • Hello! Get Your Professional Job-Winning Resume Here - Check our website! https://vk.cc/818RFv
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier

How to build the Ultimate Growth Marketing Stack

  1. 1. Presentation The Ultimate Growth Stack
  2. 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. 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. 4 Marketing Tools. Sales Tools. Developer Tools. Support Tools. The beginning of a #Stackapocalypse? Tools #Stackapocalypse
  5. 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. 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. 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. 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
  9. 9. Change Talking about changing your stack is effin scary. Trust me, just changing one tool can bring on nightmares.
  10. 10. 10 How many tools are in your stack? Quantity 1 - 5 6-10 11-20 21+ EffinAmazing.com/Tools
  11. 11. 11 What is in My Stack? EffinAmazing.com/Tools
  12. 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. 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
  14. 14. Ultimate Growth Stack Choose tools based upon integration. It is critical for Growth.
  15. 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. 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.
  17. 17. Add Tags in the 21st centuryTag Manager
  18. 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.
  19. 19. Integrate in the 21st centurySegment
  20. 20. 20 Marketing Tools. Sales Tools. Developer Tools. Support Tools. Integrate in the 21st century Segment
  21. 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.
  22. 22. Enrich in the 21st centuryClearbit
  23. 23. 23 Prospecting Data. Firmographic Data. Demographic Data. Technographic Data. Enrich in the 21st century Clearbit
  24. 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.
  25. 25. Automate in the 21st centuryAutopilot
  26. 26. 26 Email Automation. Text/SMS Automation. Postcard Automation. Pop-Up Automation. Automate in the 21st century Autopilot
  27. 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.
  28. 28. CRM in the 21st centurySalesforce
  29. 29. 29 AppExchange. Lead Tracking. Deal Tracking. Customer Tracking. CRM in the 21st century Salesforce
  30. 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.
  31. 31. Analytics in the 21st centuryAmplitude
  32. 32. 32 ABM Analytics. Dashboard Analytics. Free Analytics. Real-time Analytics. Analytics in the 21st century Amplitude
  33. 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.
  34. 34. Hack it in the 21st centuryZapier
  35. 35. Now What? Having tools is one thing, but putting them to use is another. Let’s review some examples.
  36. 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. 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. 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. 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. 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
  41. 41. Online OrdersProblem
  42. 42. Offline OrdersProblem
  43. 43. Lots of inbound leadsProblem
  44. 44. Doing lots of outbound prospectingProblem
  45. 45. Problem Customers were tracked in siloed platforms, giving us no visibility into the customer journey.
  46. 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. 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
  48. 48. Lead Scoring Turn thousands of prospects per month into marketing qualified leads (MQL).
  49. 49. Identity and Behavior driven.Create Lead Score Model
  50. 50. Tag Manager >> Segment = Behavior Data Added Everywhere
  51. 51. Segment >> Clearbit >> Segment = Identity Data
  52. 52. Clearbit >> Segment >> Autopilot << >> Salesforce = Complete Integration
  53. 53. Building Lead Score - Salesforce << >> Autopilot
  54. 54. Building Lead Score - Salesforce << >> Autopilot
  55. 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
  56. 56. Personalized Journeys Turn hundreds of leads per month into sales qualified leads (SQL).
  57. 57. Create Personalized Journey Draft Autopilot Newsletter Designer Apparel, designer Business Owner Human Resources Marketer Qualified Lead Outbound Lead
  58. 58. Collect Customer Information - Autopilot
  59. 59. Collect Customer Information - User Experience
  60. 60. Graphic Designer Send Personalized Journey - Autopilot
  61. 61. Designer, Apparel Send Personalized Journey - Autopilot
  62. 62. Business Owner Send Personalized Journey - Autopilot
  63. 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
  64. 64. Create analytics integration to give leadership more data on what the customer is doing. Improve Reporting
  65. 65. Report Role in Analytics - Autopilot >> Segment
  66. 66. Report Role in Analytics - Segment >> Amplitude
  67. 67. Report Role in Web Analytics - Segment >> Kissmetrics
  68. 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.
  69. 69. Track Salesforce sales stages back to the web funnel to optimize channels. Bonus
  70. 70. See Sales Stages in Web Funnel - Autopilot >> Segment >> Amplitude
  71. 71. Advice Your stack is only as good as the people you hire to use it. Don’t be stupid, do cool shit.
  72. 72. Dan@EffinAmazing.com Let’s Talk. . .
  73. 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. 74. Dan McGaw CEO at EffinAmazing.com Guy Marion CMO @AutopilotUS Thank You

×