The document is a presentation by Dan McGaw, CEO of EffinAmazing, about optimizing marketing automation to increase conversions. It discusses the growth of marketing technology tools and challenges of integrating disparate systems. It then details how EffinAmazing helped client RealThread optimize its stack, including implementing lead scoring, personalized automations, and analytics integrations to track performance and improve conversion rates. The presentation emphasizes choosing tools based on integration capabilities and using platforms like Segment, Clearbit, and Zapier to efficiently connect marketing, sales and analytics systems.

1. Keynote
The Ultimate Marketing
Automation Playbook
to 3X Conversions
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, a marketing analytics and marketing
technology agency that helps marketing teams get
data driven and optimize their funnel.
Just a handful of our amazing
clients

3. The Ultimate Marketing
Automation Playbook
to 3X Conversions
Dan McGaw - CEO @EffinAmazing
Keynote

4. #Stackapocalypse
Marketing Stack Growth.
Industry
Over the past few years martech has
grown like crazy.
4
2011
150+ martech tools
http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/

5. #Stackapocalypse 5
2013
2014
350+ martech tools
1000+ martech tools
http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/
http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/

6. #Stackapocalypse 6
2015
2000+ martech tools
3500+ martech tools
http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/
http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/
2016

7. #Stackapocalypse 7
2017
5,000 martech tools
6,800 martech tools
http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/
Source: http://chiefmartec.com
Source: http://chiefmartec.com
2018

8. #Stackapocalypse 8
2019
With so many companies coming on to the market, the landscape can be hard
and overwhelming for any marketer. At this moment we are seeing lots of
consolidation. Adobe has being acquiring tools like crazy, let’s just hope this
does not create a #stackapocalypse in your stack.
Summary
7040?
7,040+ martech tools
Source: http://chiefmartec.com

9. Change
Talking about changing your stack is
effin scary.

11. 11
How many tools are in your stack?
Quantity
1 - 5 6-10 10-20 21+

12. 12
How many tools are in my stack?
??

13. 13
My inbox - Gmail
4 Social Automation tool – Buffer, Revive Old Post,
Zapier & Quuu
LinkedIn message blast tool - GPZ
4 Lead capture tools – Prospecthive, Snov.io, Toofr,
Grouply
Webinar tool - Zoom
Video Meeting tool - Zoom
Hosting - Pantheon
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
31+
How many tools are in my stack?

14. Marketing Automation Stack
Choose tools based upon
integration and connectivity.

15. 15
Most tools are
Silo’d
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

16. 16
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.
An Integrated Stack Data Pipeline

17. Use a Tag Manager
Tag Manager’s let you add analytics tags,
conversion pixels and custom scripts
without ever having to talk to a developer.
Finally, getting a new script added takes
less than a week.
01.

18. Customer data infrastructure tools allows
you to implement once and connect 100’s
of tools. This allows you to not be
dependent on lengthy integrations to get a
tool up and running. You integrate once,
switch tools whenever you like and remain
agile with your entire stack.
Use a CDI
02.

19. Integrate in the 21st centuryCDI

20. Use Clearbit
Clearbit is the modern enrichment
provider. With an API you want to use and
a sexy Segment integration, you can pass
your new firmograpahic, technographic
and demographic data into any tool.
03.

21. Enrich in the 21st centuryClearbit

22. 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.

23. Automate in the 21st centuryAutopilot

24. 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.

25. 25
AppExchange. Lead Tracking.
Deal Tracking. Customer Tracking.
CRM in the
21st century
Salesforce

26. 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.

27. 27
ABM Analytics. Dashboard Analytics.
Free Analytics. Real-time Analytics.
Analytics in the
21st century
Amplitude

28. Use Zapier
Zapier is the the fastest way to connect
over 1000 different tools together. Not
only will it pass data from a CRM to your
MAP tools, it can also do wild automations
in Google Calendar, Twitter and a 1000+
other tools.
08.

29. Hack it in the 21st centuryZapier

30. Automation Case Study
RealThread.com was able to completely
reinvent their automation to increase
conversions.

31. 31
T-shirts
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.

32. Online OrdersProblem

33. Offline OrdersProblem

34. Lots of inbound leadsProblem

35. Doing lots of outbound prospectingProblem

36. 36
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

37. 37
Automation 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.
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 Automation
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
Increase customer
conversion rate
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
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

39. Lead Scoring
Turn thousands of prospects per
month into marketing qualified leads
(MQL).

40. Identity and Behavior driven.Create Lead Score Model

41. Segment >> Clearbit >> Segment = Identity Data

42. Clearbit >> Segment >> Autopilot << >> Salesforce = Complete Integration

43. Building Lead Score - Salesforce << >> Autopilot

44. Building Lead Score - Salesforce << >> Autopilot

45. 45
Automation 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.
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 Automation
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
Increase customer
conversion rate
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

46. Personalized Automation
Turn hundreds of MQL’s per month
into sales qualified leads (SQL).

47. Collect Customer Information - Autopilot

48. Collect Customer Information - Autopilot

49. Collect Customer Information - User Experience

50. Graphic Designer
Send Personalized Journey - Autopilot

51. Designer, Apparel
Send Personalized Journey - Autopilot

52. Business Owner
Send Personalized Journey - Autopilot

53. 53
Automation 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.
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 Automation
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
Increase customer
conversion rate
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

54. Create analytics integration to give
leadership more data on what the
customer automation is doing.
Automation Reporting

55. Report Role in Analytics - Autopilot >> Segment

56. Report Role in Analytics - Segment >> Amplitude

57. Report Role in Web Analytics - Segment >> Kissmetrics

58. 58
Automation 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.
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 Automation
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
Increase customer
conversion rate
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

59. Advice
Your automation is only as good as
the people you hire to build it. Don’t
be stupid, Build Cool Sh*t

60. Advice
Get my new book!
Build Cool Sh*t
A blueprint to creating your marketing
technology stack
Text “traction” to (415) 915-9011

61. Thanks For
Coming.
Dan McGaw
CEO at EffinAmazing.com

62. Dan McGaw
CEO at EffinAmazing.com
Questions?