An effective MarTech stack can help you execute, evaluate and expand marketing efforts across the entire customer lifecycle. Listen in to this webinar to how to optimize your MarTech stack.

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HILE-LIGHTS PRESENTS…
Tuesday, February 19, 2019
© Hileman Group. All rights reserved.
TheValue of MarTech Stack Planning

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• Our goal is to have this be a lively, interactive discussion, so please submit your questions throughout the
presentation and we will be sure to answer as many as we can in the last 15 minutes.
• No worries about scrambling to take notes. As a follow-up, we will email a video recording for your records.
• If you would like to live tweet throughout the webinar, feel free to use – #hilelights
• We’d love to hear from you! If we don’t cover something, or if your question isn’t answered, send us an
email and we will get you a response as soon as possible – Contact@HilemanGroup.com
Housekeeping Notes
HILE - LIG HT S PRESENT S

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Introductions
HILE - LIG HT S PRESENT S
Kyle Chandler
Director of Marketing, Hileman Group
@ProjectChandler
Scott Mowery
Sr. Director, Digital Operations, Cleveland Clinic
@ScottMowery

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Agenda
HILE - LIG HT S PRESENT S
• WHAT IS A MARTECH STACK?
• INDUSTRY SHIFT
• VALUE OF MARTECH STACK PLANNING
• COMPONENTS OF A MARTECH STACK
• DIFFERENT STACKS FOR DIFFERENT PRIORITIES
• KEYTAKEAWAYS & GETTING STARTED

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WHAT IS A
MARTECH STACK?

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What Is a MarTech Stack?
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“At its core, a MarTech stack is the collection of different marketing
technologies thoughtfully integrated to simplify and organize
marketing operations and demand generation with the holistic goal
of integrated data efficiency, prospect management and full funnel
reporting.”

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What Does that Mean?
WHAT IS A MART ECH STACK?
Demand Generation
Typically tasked with driving awareness
and filling the top of the funnel.Tasked
by the CMO to:
• Optimize their outbound advertising
and inbound marketing based on
lower funnel success
• Drive actionable sales opportunities
and revenue for the organization
• Report on ROI of programs
Marketing Operations
Typically tasked with managing systems and
middle to bottom of the funnel initiatives.Tasked
by the CMO to:
• Implement and maintain marketing
infrastructure from collaboration to task
management tools
• Nurture prospects from interest through
consideration and then purchase
• Qualify and disqualify the right prospects to
continue through to sales
• Connect marketing and sales data for
reporting

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What Does that Mean?
WHAT IS A MART ECH STACK?
Demand Generation
Typically tasked with driving awareness
and filling the top of the funnel.Tasked
by the CMO to:
• Optimize their outbound advertising
and inbound marketing based on
lower funnel success
• Drive actionable sales opportunities
and revenue for the organization
• Report on ROI of programs
Marketing Operations
Typically tasked with managing systems and
middle to bottom of the funnel initiatives.Tasked
by the CMO to:
• Implement and maintain marketing
infrastructure from collaboration to task
management tools
• Nurture prospects from interest through
consideration and then purchase
• Qualify and disqualify the right prospects to
continue through to sales
• Connect marketing and sales data for
reporting

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INDUSTRY SHIFT

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Industry Shift
HILE - LIG HT S PRESENT S
With the continued expansion of more advanced technologies and intuitive APIs, we have seen a
shift and an empowerment as marketing takes ownership of technology – enter MarTech.
This Shift Continues to Be Driven By:
• End user/consumer expectations
• Personalization
• Instant gratification
• Concierge experience
• Technology enablement
• Increased regulations and governance
• Internal constraints – budget & time
• Artificial intelligence (AI) & automation

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Expansion
INDUST RY SHIFT
Source: Chiefmartec.com
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
2012 2014 2016 2018
# of MarTechTools
7,000
350

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Barrier of Entry
INDUST RY SHIFT
One of the greatest drivers to this technology boom is the decreased barrier to entry into the
marketplace – from both the ease of development and the availability in funding.
MarTech Stack FundingMarTechVendors Based onAnnual Revenue
# of Organizations Using a Unique Platform in MarTech Stack

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VALUE OF MARTECH
STACK PLANNING

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Value of MarTech Stack Planning
HILE - LIG HT S PRESENT S
In a recent study done in mid-2018 byThe Nielsen Company, they found that the confidence of CMOs
accurately reporting on ROI and the planned budget investment in marketing technology and analytics is
directly related.
Source: Nielsen Company

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Integrated Data
VALUE OF MART ECH STACK PLANNING

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Buyer’s Journey
VALUE OF MART ECH STACK PLANNING
# Interactions in Buyer’s Journey
1 Lead Created: {source/medium}
2 Content Engaged: Product
3 Content Engaged: Product
4 Content Engaged: Pricing
5 Content Engaged: Blog
6 Content Engaged: Blog
7 Watched aVideo
8 Completed an Assessment/Calculator
9 Nurture Stream Entry: {Program Name}
10 Nurture Stream Exhausted: {Program Name}
11 Social Media Engagement: Clicked Link
12 Called Call Center
13 Downloaded App
14 Opportunity Closed/Won

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Value of MarTech Stack Planning
HILE - LIG HT S PRESENT S
Let’s not think of just the CMO’s perspective, but also the CFO’s viewpoint. An investment in technology
does not always mean a net increase in operating costs. Instead, it could mean a breakeven or even a
decrease in overall costs due to certain synergies or efficiencies.
For Example:
• Roughly 8 years ago, Cleveland Clinic used multiple disparate
systems to manage their lead generation engine (landing page
hosting, form processors, email deployment)
• The system was fragile and required a high degree of
maintenance from highly technical resources
• They have since switched to a more holistic tool that
is better integrated with their systems which saves
time, but also allows less tech-savvy resources to maintain
and deploy future campaigns

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COMPONENTS OF A
MARTECH STACK

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Components of a MarTech Stack
HILEMAN G ROUP
Source: Chiefmartec.com

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Components of a MarTech Stack
HILE - LIG HT S PRESENT S
Advertising & Promotion
• Mobile Marketing
• Display and Programmatic
• Search and Social
• Native/Content Advertising
• Video Advertising
• PR
• Print
Content & Experience
• Mobile Apps
• Interactive Content
• Video Marketing
• Email Marketing
• Content Marketing
• Optimization and Personalization
• DAM
• SEO
• Marketing Automation
• Content Management Systems
Social & Relationships
• Call Analytics
• ABM
• Events (Live/Virtual)
• Social Media Monitoring
• Advocacy & Loyalty
• Influencers
• Community & Reviews
• Bots & Live Chat
• Customer Experience
Data
• Data Enhancements
• Analytics & Attribution
• Mobile Analytics
• Dashboard & DataVisualizations
• Customer Intelligence
• Cloud andTag Management
• DMP
• Compliance & Privacy
• Customer Data Platform
Commerce & Sales
• Retail & Proximity
• Partner & Local Marketing
• Sales Automation
• Affiliate Marketing & Management
• Ecommerce Marketing
• Ecommerce Platforms & Carts
Management
• Talent Management
• Product Management
• Budgeting & Finance
• Collaboration
• Projects &Workflow
• Agile & Lean Management
• Vendor Analysis

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Components of a MarTech Stack
HILE - LIG HT S PRESENT S
Advertising & Promotion
• Mobile Marketing
• Display and Programmatic
• Search and Social
• Native/Content Advertising
• Video Advertising
• PR
• Print
Content & Experience
• Mobile Apps
• Interactive Content
• Video Marketing
• Email Marketing
• Content Marketing
• Optimization and Personalization
• DAM
• SEO
• Marketing Automation
• Content Management Systems
Social & Relationships
• Call Analytics
• ABM
• Events (Live/Virtual)
• Social Media Monitoring
• Advocacy & Loyalty
• Influencers
• Community & Reviews
• Bots & Live Chat
• Customer Experience
Data
• Data Enhancements
• Analytics & Attribution
• Mobile Analytics
• Dashboard & DataVisualizations
• Customer Intelligence
• Cloud andTag Management
• DMP
• Compliance & Privacy
• Customer Data Platform
Commerce & Sales
• Retail & Proximity
• Partner & Local Marketing
• Sales Automation
• Affiliate Marketing & Management
• Ecommerce Marketing
• Ecommerce Platforms & Carts
Management
• Talent Management
• Product Management
• Budgeting & Finance
• Collaboration
• Projects &Workflow
• Agile & Lean Management
• Vendor Analysis
Prioritize & Build a Roadmap
Include:
• Mission Critical
• Nice to Have
• Wish List

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Hileman Group: 2016 to 2019
COMPONENT S OF A MART ECH STACK
Advertising & Promotion
• Mobile Marketing
• Display and Programmatic
• Search and Social
• Native/Content Advertising
• Video Advertising
• PR
• Print
Content & Experience
• Mobile Apps
• Interactive Content
• Video Marketing
• Email Marketing
• Content Marketing
• Optimization and Personalization
• DAM & MRM
• SEO
• Marketing Automation
• Content Management Systems
Social & Relationships
• Call Analytics
• ABM
• Events (Live/Virtual)
• Social Media Monitoring
• Advocacy & Loyalty
• Influencers
• Community & Reviews
• Bots & Live Chat
• Customer Experience
Data
• Data Enhancements
• Analytics & Attribution
• Mobile Analytics
• Dashboard & DataVisualizations
• Customer Intelligence
• Cloud andTag Management
• DMP
• Compliance & Privacy
• Customer Data Platform
Commerce & Sales
• Retail & Proximity
• Partner & Local Marketing
• Sales Automation
• Affiliate Marketing & Management
• Ecommerce Marketing
• Ecommerce Platforms & Carts
Management
• Talent Management
• Product Management
• Budgeting & Finance
• Collaboration
• Projects &Workflow
• Agile & Lean Management
• Vendor Analysis
1 YEAR ONE 2 YEARTWO 3 YEARTHREE

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Different IntegrationTypes
COMPONENT S OF A MART ECH STACK
Implementation Difficulty
Implementatio
n
Cost
Native
Integrations
Middle
Ware
Custom
Integrations

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DIFFERENT STACKS FOR
DIFFERENT PRIORITIES

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Ideation and Brainstorm
DIFFERENT STACKS FOR DIFFERENT PRIORIT IES
Visualizing and mapping your MarTech stack roadmap can be done in many different ways.We have
listed out the top formats we prefer and provided examples of each.
MarTech Stack Formats:
• Mental/Relational Maps
Groups technologies into similar functions, themes or service areas
• Marketing Funnel
Groups technologies into the phase in the marketing funnel
• Data Pipeline
Organizes your marketing technologies based on their integration and lead/data’s journey

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Cisco –Themes
DIFFERENT STACKS FOR DIFFERENT PRIORIT IES

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Informatica – Data Pipe
DIFFERENT STACKS FOR DIFFERENT PRIORIT IES

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Ion Interactive – Marketing Funnel
DIFFERENT STACKS FOR DIFFERENT PRIORIT IES

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ElementThree –Themes
DIFFERENT STACKS FOR DIFFERENT PRIORIT IES

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RealThread – Data Pipe
DIFFERENT STACKS FOR DIFFERENT PRIORIT IES

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KEYTAKEAWAYS &
GETTING STARTED

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KeyTakeaways
HILE - LIG HT S PRESENT S
1. Building a comprehensive MarTech stack does not happen overnight.
2. When building your stack, start with the why.
3. Beware of the “shiny object syndrome”
4. Bring in all your stakeholders and consider everyone impacted by
decisions.
5. Consider the total cost of ownership.

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Getting Started
HILE - LIG HT S PRESENT S
Step By Step Approach:
1. Identify marketing functions in your business
2. Map micromoments in the user journey to
your MarTech tools to build an initial list
3. Ask other stakeholders in your organization
for feedback to catch existing MarTech you
may have missed
4. Identify which function(s) applies to each
piece of MarTech:
1. Collaborate
2. Create
3. Attract
4. Deliver
5. Measure
5. Define owners of MarTech for future
collaboration

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QUESTIONS?
Thank you!
© Hileman Group. All rights reserved.