SaaSWars MarTech Invasion
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SaaS Wars- Attack of the clones was presented during InternetBeta 2016. Conference dedicated to Digital Marketing Pros, mainly from Startups and Interactive companies. It clarifies how Martech Landscape looks like in Central & Eastern Europe in comparison to Global SaaS giants. Check notes for additional information to every slide! Discounts for polish SaaS companies: https://www.facebook.com/saaswars/
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SaaSWars MarTech Invasion
- 1. Attack of the clones MarTech/AdTech Invasion
- 3. Evolution of Software Salesreps armed with palmtops E-mailing software, Web Analytics Automation, Personalization RTB, Orchestration, Machine Learning Business Intelligence Data Driven, Scoring, AI, Predicitive Analytics
- 7. Photo: Paweł Kadysz https://tookapic.com/dvader Do the market research!
- 8. Wannabe SaaS jedi? Read these: http://chiefmartec.com/ https://www.g2crowd.com/ https://www.trustradius.com/ http://www.gartner.com https://go.forrester.com/ https://www.getapp.com/ http://www.saasgenius.com/ Discounts: https://www.facebook.com/saaswars/
- 9. Pricing ? Za niskie ceny abonamentów. Dzieki wsparciu inwestorów. Zawód Startuper/ CEO. 13 000 leadów 20% MoM – Marcin Szeląg Ograniczona pula potencjalnych klientów Klasyfikacja klientów Coraz więcej narzędzi dla SMB Specjalizacja narzędzi do danej branży – np. CRM/ERP dla fitness klubów Kreator stron www dla małego lokalnego biznesu Kreator logotypów Kreator aplikacji mobilnych or you will fail!
- 10. Pricing ? • Vendors tend to have too low prices, if they focus on fast exit! • VCs support creates bubble and lack of profitability within newbies. • Occupation: Startup Owner/CEO • Weird Expectations for huge MoM – while there is a limited number of prospects that can afford advanced tools and experiments during pilot. • Learn leads nurturing – not every lead classifies to become your customer.
- 11. Blue ocean in other sectors • RedOcean - Martech/Adtech is too crowded • Create dedicated tools for SMB – for example fitness clubs ERP – Perfect Gym Solution • Agriculture not touched • SaaS for SaaS creation – SaaS Manager • SaaS for App Development – Kinetise • Deaf Communication Platform – Migam
- 12. The email galaxy • GetResponse (2001) • SARE (2005) • ExpertSender (2008) • Freshmail (2008) • Platforma3>Mail3 (2010) • HotSend • Beemail (2013) • JetMail • Sendingo • Redlink • Anomail Founded in Poland: Popular in Europe: • Optivo • Mailchimp (2001) • Splio • Mailigen • Constant Contact (1995) • Mailigen • Responsys (1998) • Apsis • Emarsys (200) • Emailvision> SmartFocus • Aweber (1998) • ExactTarget • CampaignMonitor • DotMailer • JangoMail • Mailjet • VerticalResponse • Sendigo • Sendgrid • Bluehornet • Sengrid • Mandrill • Bronto
- 13. Galaxies Social, SEM • Brand24 (2011) • SentiOne (2012) • Monitori (2014) • SoTrender (2010) • Newspoint • NapoleonCat • BrandSpy • Catvertiser • FastTony • Google Alerts (2003) • Radian6 (2006) • SocialBakers (2008) • SproutSocial • Brandwatch • Replise • Meltwater • Sprinklr • Hootsuite • Positionly (2012) • Senuto • SEMRush • MajesticSeo Founded in Poland: Other social: SEM software:
- 14. Enterprise software galaxy • IBM • Microsoft • SAP • Oracle • Adobe • Salesforce • Neustar • Doubleclick • IgnitionOne • Acxiom • Criteo • Adform • Mediamath • Omniture • MixPanel • Eloqua • Google Analytics 360 Suite • Neustar • Lotame • Krux • Bluekai • Appsflyer • Marketo • Hubspot • Radian6 • Nanigans • Optimizely • Atlas by FB
- 15. New species in Martech CRM : • Base CRM • Livespace CRM • Sugar CRM • MiniCRM Agrregation: • SumAll • GeckoBoard • Cojoin CustomerService Automation: • UserEngage • Intercom • CallPage Sales: • Righthello • Growbots • Woodpecker • Datanyze UX: • Usability Tools • Marketizator • Kissmetrics • Hotjar • Optimizely • Landingi • Landerapp Influencer Marketing: • Indahash • Brandbuddies Proximity: • Linteri • Synerise • SocialWifi • JustWifi • Social&Beyond • HumanDemand • AppAudience Video: • Muse • Ghost • Ellen • Vidiq • Videology
- 16. Martech universe
- 19. Millenials equal disruptive Why Generation Y is a rebellion for Enterprise Empire?
- 20. Millenials equal disruptive Strong need for self development and achievements Digital natives – how technology and social media shaped their self-confidence ? Competitive intel – why young people forget about it?
- 21. Millenials at work 7 / 10 millenials think they need more time fot themselves at a workplace 3 / 5 millenials expect to change their job earlier than in 5 years 1 / 4 millenials think that their job should be more appreciated 9 / 10 millenials are sure that they deserve their dream job. Source: : „Millenials @ Work” Deloitte
- 22. Millenials At work What millenials want: • Have more possibilites • People to appreciate their opinions • To get awards for their work • Be promoted earlier • Multitasking • Experience acceptation Vision of millenials at Managers heads: • Creative • Self centered • Demaning • Want to be autonomous • Concentrated on themselves Source„Millenials @ Work” Deloitte
- 23. Millenials AT work Source„Millenials @ Work” Deloitte
- 24. Millenialsi w pracy Źródło: „Millenialsi w Pracy” Deloitte
- 25. Photo: Paweł Kadysz https://tookapic.com/dvader
- 27. Rebellion of E-commerce E-commerce eats traditional Retail: - Creates processes from a scratch - Cares for Customer Experience - Flat structure - Understands Digital Marketing and Digital Natives - Understands power of big data - Omnichannel oriented
- 28. Stop calling me unicorn !
- 29. Rebellion vs Empire Let’s buy Disruptive?
- 31. Midichlorians? No mate! Not even once! #Eatclean
- 32. You never know which one will succeed !
- 33. Even if he seems be to a chosen one...
- 34. High risk for vc’s and market reputation!
- 35. Self-serve vs full service • OldSchool vs NewSchool • IT Companies vs Startups • Who is supposed to adjust: Vendor or Marketer? • The speed of light to ROI • Choose wisely my padawan
- 37. new hope – Ai!? Machine Learning Predictive Analysis Big Data Orchestration Metatags AI Programmatic
- 38. Artificial intelligence? Implementation done by AI? – I don’t think so. Does it have access to all the data you gather? Are you sure your software really, really can do the same? From stupid robot to Ex_Machina
- 39. Score powered
- 40. Score powered May the force be with …all your digital channels!
- 41. Score powered Imagine you know propensity to buy of each individual user onsite… THESE ARE THE DROIDS YOU ARE LOOKING FOR!
- 42. New hope– Scoring R2-D2 C-3PO BB-8 MIN. SPENT ON-SITE PAST PURCHASER HOURS BETWEEN VISIT KEYWORDS SEARCHED NEW VISITOR OF THE SITE SITE CATEGORIES VISITED YOUR WEBSITE AUDIENCE ANALYZE VISITOR INTERESTS TO BUILD RICH CUSTOMER PROFILES REFERRING URL
- 43. Score powered Score BID: $5.35 BID: $3.45 BID: $1.80 31SCORE 53SCORE 250SCORE A SPECIAL OFFER FOR FOR YOU… A SPECIAL OFFER FOR YOU… REQUEST A QUOTE 240 53 31 IgnitionOne’s score measures buying propensity which helps to increase return on ad spend by bidding according to the Score
- 44. EASiLY ExTEND ACRoSS CHANNELS Ensure a relevant customer journey from the Facebook newsfeed, to Google search results, to display, your website, and email. Search (RLSA) Email Display (DSP) WebsiteFacebook Customer Journey
- 47. What dmp can?
- 48. Gartner Magic quadrant Source: Gartner “Magic Quadrant for Digital Marketing Hubs” by Andrew Frank, Jake Sorofman and Martin Kihn
- 49. New episode : Adtech ?
- 50. Media house
- 51. Can you see this publisher Han? He gave me bigger kickback! Oh and by the way – our group created own tool
- 52. Martech/Adtech jedi master Michal Kreczmar Digital Transformation Director PwC Poland
- 53. Krzysztof Nowicki 603663766 krzysztof.nowicki@ignitionone.com www.ignitionone.com Photo: Paweł Kadysz https://tookapic.com/dvader
Hinweis der Redaktion
- Slide 3: Do you remember salesreps with palmtops instead of smartphones? Maybe in your neighbourhood you still see some of them. Now more and more sales in B2B segment is done on a higher level. On the other hand, software enables to stimulate purchases by average shopper. We observe more and more sophisticated tools that are offered as Cloud Sollutions. I am about to prove you how important Software becomes in creation of consumerism.
- Slide 6: It's a shame that many great inventions were created earlier than the market was ready for them. Checkout Nokia's touchscreen or Microsoft's tablets. In startup ecosystem I observed a lot of cool Apps that didn't have chance to grow... One of them might be data based on geolocation. Polish communicator GaduGadu introduced such feature when people had just begun buying smartphones. At that time Facebook had only 1mln users in Poland around 2006. Tinder wouldn't be a success if we weren't used to swiping on Facebook. Let's just imagine - you created great SaaS that it is going to be a gamechanger... and then you have to wait 3 years to get a first customer....
- Slide 7: By readingsuch sources as Gartner Hype Cycle for digital marketing and advertising or Forrester Research, we might observe that some trends happen to explode later than predicted. Big part of them might be also a fad - as QR codes.
- Slide 8: Anakin didn't listen to Yoda and you know what happened. Research You Must!. Checkout https://www.facebook.com/saaswars/ for some polish SaaS companies who offer free trial period and a discount for SaaSWars fans:
- Slide 9: If you focus on getting an investor only and you don't monitor your competitors, you might end up developing a piece of crap just to get paid by a naive investor.
- Slide :11 Wanna be a SaaS founder? Forget Martech - check out an easier sector that is not so crowded yet.
- Slide 12: GetResponse was too innovative for Polish market back then in 2001. Simon (CEO) chose Canada and USA as their core markets - now he is probably the wealthiest SaaS owner in Poland. Btw - huge part of the company is located in Gdańsk if you didn't know. Freshmail vs SARE SARE founded in 2005 was claimed to be oldest and best e-mail marketing software in Poland as Getresponse didn't advertise here at all. Three years later Freshmail was founded and they really advertised like crazy. They received a huge round of EU money and they spent a lot on comperative advertising claiming they are fresh while SARE is old. In terms of UX it was somehow true, although this battle wasn't elegant, yet quite efficient. At that time, almost every agency developed their own tool but not many of them survived. I used to work for Platforma3 by K2 Internet, the biggest Interactive Agency with Polish capital in this part of Europe. Project was slowed down, unfirtunately, due to lack of money from EU. As you can see, clones attack in every sector...
- Slide 13: Most recognized Social Media monitoring tool from Poland is surely Brand24. Some people say their software isn't so precise as newer ones and they were claimed to copypaste. On the other hand: check out Brand24 PR and Marketing. You will easily understand that HUGE Succcess demands differentiation. Michał Sadowski (CEO) creates really funny videos. Here is his YouTube channel: https://www.youtube.com/user/brand24pl Founded in 2008 in Czech Republic SocialBakers is much bigger company, but they never managed to sell in Poland although our languages are very similiar. SoTrender has amazing content marketing and it allows this company to be very popular among Social Media Ninjas and Agencies as well as blogers. Checkout their Fanpage Trends to see why.
- Slide 14: It's not so easy to promote or sell Enterprise Software. It takes from 5 to 15 months to sell most advanced sollutions to companies with long decision process. It is wise taking in consideration safety reasons. In addition, you may have a guarantee that international vendor will support marketer worldwide.
- Slide 15: Just to mention a few: Linteri & Synerise- Analytics for Beacons from Poland HumanDemand & AppAudience- Mobile DSP with Mobile Geofening bought lately by IgnitionOne Livespace - I use this CRM myself because it has a Chrome widget that enables me to create account and person in it directly from LinkedIn. IndaHash & Brandbuddies - similiar to affiliate marketing platform but allow easily to do campaigns with influencers - let's say sponsored posts/videos on Snapchat, Instagram, Facebook etc. Aggregation tools - allow you to analyse all your data from differennt tools easily. Better UX and easier work for big teams promised.
- Slide 16: MARTECH UNIVERSE is SO SO BIG you probably wonder what to choose... Checkout saaswars.shoploc.om for some polish SaaS companies who offer free trial period and a discount for SaaSWars fans: Brand24: 15% OFF Lifetime/ Code: SaaSWars Monitori: 20% OFF + 1 month free trial / www.monitori.pl/saaswars SoTrender: 20% OFF / Code: SaaSWars /support@sotrender.com Senuto: 30% OFF / Code: YDVJHS9Z Beemail: 15% OFF / Code: SaaSWars GetResponse: 20% OFF / Code: SaaWars https://app.getresponse.com/go?lang=pl SARE: 30% OFF/ Code: SaaSWars Freshmail: 30% OFF / freshmail.com/SaaSWars UserEngage: 30% OFF / Code: SaaSWars Righthello: 10% OFF / Code: SaaSWars Growbots : 20% OFF / Code: SaaSWars SocialWifi: 30% OFF / Code: SaaSWars Muse: 2 weeks for free/ Code: SaaSWars Ghost: 2 weeks for free/ Code: SaaSWars Linteri: 1 month free trial + 50% OFF for next 3 months / Code: SaaSWars SaaS Manager: 3 x free quota / Code: PimpMySaas-Beta ExpertSender: 1st month 20% OFF / Code: SaaSWars Every discount approved by its marketer or owner :) Once in a while you can also find discounts here: http://www.ecommerce-bundle.com/
- Slide 17: Scott Brinker's MarTech Landscape 2016 has 3500 sollutions listed and I can cleary see a lot of missing. Scott isn't aware of European companies and as you can see by examples of GetResponse, Brand24, Livechat we can develop great tools that are appreciated worldwide. Btw - IgnitionOne is not listed in every category it should be :)
- Slide 18: Smallest categories like DMP are surely about to grow. Maybe except Print - sorry folks... we told you Digital Rules!
- Slide 19: There is something similiar between people from different races around the world. No mattter what is your skin colour, education, religion or geek level - you are digital natives, you are millenials!
- Slide 20: Millenials are surely hungry for success. Being in constant connection means they have other benchmarks and idols than generation X. Digital Natives are able to follow Startup Founders with ease and communicate with people from all over the world within seconds. It means that their authorities are different and it is less likely that they will obey their bosess instantly. Millenials like to prove they are right and they deserve respect. On the other hand they are cocky as well. Some startup founders don't even care about strong competition - they don't even bother to do a competitive review.
- Slide 21 : Isn't that good enough to start a company?
- Slide 22: Managers have to learn how to cope with totally different generation. Keep in mind that digital native's main need is not food, but rather Internet access. Looking back at Maslow's hierarchy of needs - self development is a necessity for a millenial to keep him/her busy and motivated in workplace. Otherwise he or she will resign to become a boss, just to feel fullfilled even for smaller income.
- Slide 25: All the information above prove that there are gonna be more and more startups and less people appreciating "typical job". Plenty of them don't want to use old software that don't satisfy them or is difficult to use. Bad Usability in older tools as SAP or even Salesforce plus growing number of people working in marketing sector equals more and more Martech creators.
- Slide 28: GETTING PAST "UNICORN" To set things right, we need to re-examine three of the most tried-and-true criterias for assessing companies: Revenue and profitability: The most common criticism of unicorns is that there is no a clear path to profitability and return on investment. Business Model: Investing properly in infrastructure and employees is a true indicator of vision and sound decision-making in any company, not just unicorns. Sustainability: It’s important to take a step back and evaluate things like customer sentiment, potential for brand growth, how well users respond to products, leaders' pedigrees and track records and so much more. We’re all on our own unique entrepreneurial journeys. That's the reason to be cautious about the terms we use to describe them - as there is nothing like - Best Way to become a GREAT company... We should take into consideration why big organizations fail to satisfy young people. Source: https://www.fastcompany.com/3054663/hit-the-ground-running/why-its-time-to-stop-calling-unicorns-unicorns
- Slide 29:There are more and more successful startups that disrupted traditional sectors with innovative ideas. Although insights behind them were quite silly to be honest. Big old companies think that they can buy disruptive and have a peaceful future. In fact every startup bought has enough money for a few new ones. Buying a team of innovative people might result in hibernation of their creativity by coprorate standards. Look at Elon Musk - after he sold PayPal he founded SpaceX and Tesla.
- Slide 30: Every big MarTech company realised that they were developing too slow to create new services and tools in their organizations. They decided to call themselves best players in each category to gather more data. Data means gold in 2016 so every big player that delivers digital marketing sollutions for marketers need to inverst in it. Checkout this slide.
- Slide 31 : Do you remember Midicholorians - the more you have - the better jedi master you will become. To be more precise - it is like your potential that every old jedi feels. Just like between VS and startup. Anakin Skywalker happened to have great potential since he was a child...
- Slide 32: It is very difficult to know which padawan has best chances to become Jedi Master so you train all of them and care for their growth. VCs are going to invest more and more in SaaS as they hope that their new startup would be better than the others. That is why we observe so many clones. I observed really great tools to disapear as a results of bad managment, time to market or PR.
- Slide 34: Even Anakin Skywalker was tempted by the dark side. Imagine how CEOs are tempted to resign or do sth different if investor doesn't respect them. VCs have to diversify their portfolio to be insured for a black sheep.
- Slide 35: Being a marketer means you have to implement MarTech tools. It is very difficult to choose the right one. It depends on number of your team member if you rather like to choose self-serve or managed-serve sollution. In IgnitionOne we believe that marketers are rather too busy in the enterpise companies to click everything by themselves. Rulebased sollutions are a problem in corporations as it require daily operations or at least seasonal optimization done by humans. Do you imagine hiring team of 5 marketing automation specialists just to pay less for a tool? Unfortunately a lot of executives don't understand that. I strongly recommend to choose a Vendor that support you fully - providing fullservice and is willing to be responsible for results.
- Slide 36: Let's just mention few aspects of bad SaaS products like email marketing tools: Bad deliverability rates Leakage of Data Terrible Usability Bad Customer Service If you experience any of these you would rather terminate the contract. Price isn't always highly important as long as KPIs are met.
- Slide 37: Heard of any of these buzzwords? Great! You are on a right way to become data driven marketer. Unfortunately some of them are overused by vendors whose tools are weak...
- Slide 38: Imagine someone told you that their tool has machine learing or even AI and it will work just like that. Keep in mind that every tool has to be implemented, managed and optimised at least in small extent by people. People do mistakes. Machines are not yet supplied with all the data possible. Although IBM Watson is highly intelligent machine it doesn't manage any brand yet.
- Slide 39: Do you remember how Death Star was destroyed? On the ground, a group of Rebels led by General Han Solo fought the Imperial stormtroopers stationed on the forest moon in an attempt to destroy the shield generator protecting the Death Star. Let's imagine now you have a possibility to hire Han Solo or not...
- Slide 40 : so our Han Solo is Scoring that is implemented on marketer's website. It amplifies all digital channels. Checkout how...
- Slide 41 : Measuring engagement on a cutomer webiste we allow to check propensity to buy of every single user in a longterm perspective. Then if Darth Vader wants to get R2-D2 we just simply remind him where he can find them. Imagine you were looking at 3 different car models but you didn't convert yet. Score allows marketer to get lead faster and do smart retargeting.
- Slide 43: Every user has different value for marketer, so that we should focus on these how are ready to convert. If we push them a little bit, they want to buy from our competition. So that it doesn't matter that Leia was looking at a X-Wing as she can't even fly it. Darth Vader wants R2-D2 ASAP - let's spend more in Programmatic to sell him this sweet droid.
- Slide 44: Do you see these bubbles above. IgnitionOne's most known dashboard presents users real time with their score . So the bigger the bubble is the more higher interest of the user. We use Score Value to buy Ads on Facebook, Google, Display plus we enable to interact in a personalized way on a website and via email. Then we centralize all these data to measure multichannel attribution. This is our way to succeed. Death Star wasn't destroyed by one man. It's a same story with every conversion on your webiste - #Omnichannel :)
- Slide 45: On the other hand Death Star might be compared with a DMP. BIG IT Players build their own Digital Marketing Hubs to fight the Rebellion of small SaaS tools...
- Slide 46: As you can see, there is a huge interest in Data Management lately as Econsultancy researched. All the marketers in USA seem to already have CRM, Email Marketing , Marketing Automation and Ecommerce Platforms. Now it is time to aggregate all the data and control media spend wiser. Multichannel campaign management and marketing attribution are also on the rise.
- Slide 47: If you wanted to know what would happen if Death Star really existed I recommend you to watch this video: https://youtu.be/TQzj88rAstA So what would be consequences of DMP implemented properly and really working well? I guess that a lot of marketers would surely become independent from their media houses and/or agencies. Imagine that you knew exactly which touchpoints are working best and DMP working hand by hand with DSP.
- Slide 48: Is it really more and more interesting topic? Hell Yeah! Chekout Gartner's Magic Quadrant. It is more and more difficult to choose one so some marketers are trying to develop their own. Actually we rather encourage marketers to implement DMP step by step. Firstly smaller tools for Website Personalization then Profile Exporter and Score Powered Custom Audiences. Lastly DMP as a roof to your house built with these tools.
- Slide 49 : Typical day of a Sales Manager :)
- Slide 50: Unfortunately in many countries in Central and Eastern Europe last word belongs to Media House. Jabba the Hutt is slightly similiar to a giant WPP that controls huge part of media worldwide. It means that best tools will NOT be implemented cause it might result in loosing a customer for the media house or cutting their margin. Most of polish marketers still focus on LastClick. Just a few use engagement optimization and RTB as private deals enable mediahouses to earn more money.
- Slide 51 : True Story...
- Slide 52 : Michał Kręczmar just moved to PWC from Dentsu Aegis Network where he was a Ecommerce Director. His Facebook Profile is like a best newspaper with handpicked goodies.