Find out: - Where to find the best marketing technology overviews - What an integrated and beautiful martech stack looks like - What the best sources are for vendor research - How to find out which technology your competition is using

1. Find & Compare
the Best PPC and CRO Tools
Wijnand Meijer
Co-founder & CEO

2. • About me
• Inspiration
• Helpful Research & Resources
• Introducing the StackScape™
• What’s Next?
Today’s Topics

3. About me
@wijnandmeijer
• Co-founder & CEO at TrueClicks in Amsterdam
• Started with PPC in 2006 for SMB accounts
• Worked at iProspect for 8 years as consultant and strategist
• Writer of the Complete AdWords Audit Series
• Voted in top 25 most influential PPC experts in 2015, 2016 and 2017

4. Inspiration

5. Inspiration: The MarTech 5000
Google sheet: bit.ly/martech5000
Marketing Technology Landscape Supergraphic (2017)

6. Inspiration: LUMAscapes
LUMA Partners - LUMAscapes

7. Impressive, but needs refinement…

8. So some people refined…
Smart Insights’ Essential Digital
Marketing Tools Infographic
30 categories with 5 tools each

9. So some people refined…
Luke Alley @ SLC|SEM
April 2016
Daniel Gilbert @ SMX East
September 2016

10. The end goal: a beautiful stackie
Stackies Awards:
• 2015
• 2016
• 2017

11. And an integrated stackie
Kissmetrics & Effin Amazing: The Ultimate Marketing Growth Stack

12. Research & Resources

13. Research & Resources
Buyer’s guides &
review sites
Competitive research Browser extensions

14. Research & Resources
The Forrester Wave™ is all about enterprise
platforms and officially costs $2,495 per
report.
Google “title of report filetype:pdf” and you
may just find it. Or use Google Images if you’re
just interested in the visual.
Or enter your contact details at one of the
vendors recognized as leader.
Just make sure the report you’re looking at is
recent (max. 1 year old).

15. Research & Resources
Digital Marketing Depot Research is also
mostly about enterprise platforms.
They offer must-read 40 to 50 page reports
that will really help you in finding the most
suitable solution.
They don’t declare leaders or challengers
though.

16. Research & Resources
G2 Crowd is a very useful review website,
because of:
• Superior categorization
• Their Grid Scoring algorithm
• The free sample reports from their research
(click: Research  View a sample report)
Categories to check out:
Search Advertising, Display Advertising, A/B
Testing and Personalization, Heat Maps and In-
page Analytics, Landing Page Builders, Digital
Analytics, Inbound Call
Tracking, SEO

17. Research & Resources
TrustRadius has similar grids: TrustMaps, but
not for every category.
Categories to check out:
Web Analytics, Call Tracking, Search Engine
Marketing, Ad Serving & Retargeting, SEO
A/B Testing and Personalization, In-page Web
Analytics, Landing Page Creation

18. Research & Resources

19. Research & Resources

20. Introducing the StackScape™

21. What is a StackScape™?
It’s a shortlist of category and task-specific technology, grouped by price range.
It’s called a StackScape™ because it’s in between a landscape (showing all available technology) and a
stack (showing the technology used by one specific company).
• Solutions are showed in ascending order in terms of starting price (per month, excluding discounts,
such as annual prepayment).
• When starting prices are identical, solutions are listed alphabetically.
• In total there shouldn’t be more than 10 categories or 100 tools in one StackScape™.
• Ideally, there are 2 to 5 options to choose from within each price range.
• For some categories (such as feed management and call tracking), it’s recommended to research
local vendors as well if you’re advertising outside the US.

22. The Essential PPC StackScape™
http://stackscapes.com/blog/the-ppc-stackscapes/

23. The Display Add-on StackScape™
http://stackscapes.com/blog/the-ppc-stackscapes/

24. The Ecommerce Add-on StackScape™
http://stackscapes.com/blog/the-ppc-stackscapes/

25. The Lead-Gen Add-on StackScape™
http://stackscapes.com/blog/the-ppc-stackscapes/

26. The CRO StackScape™
http://stackscapes.com/blog/the-cro-stackscape/

27. What’s Next?

28. What’s next?
• Based on the (sub)categories of the MarTech 5000, the 30 categories from Smart Insights
and the StackScape™ categorization: list out which categories are most relevant to you.
• List out the current tools and technology you already have for those categories (if any). You
can use Siftery or CabinetM to make this easier.
• Do you have categories without (or with too much) technology? Use the mentioned research
websites and the StackScapes™ to create a shortlist of the 2 to 5 most suitable solutions for
you in that category.
• Based on the other technology you have, especially if it stores visitor, lead or customer data,
pick the tool from the shortlist that best integrates with your current stack.
• Bonus: visualize your full martech stack in one impressive slide before March next year and
apply for the Stackies Awards 2018!

29. Q&A