SMX West 2017 - Introducing The StackScape™

#SMX #34A @wijnandmeijer
Helping you build your MarTech Stack – SMX WEST 2017
Introducing the
StackScape™

• About me
• Inspiration: from overwhelming technology landscapes to beautiful stackies
• Research & resources
• What is a StackScape™?
• The PPC StackScapes™
• Essential PPC
• Display Add-on
• Ecommerce Add-on
• Lead-gen Add-on
• What next?
Topics

About Me
• Sr. PPC Strategist at iProspect Amsterdam, the Netherlands
• Started with PPC in 2006 for SMB accounts
• Joined iProspect in 2009 to work on larger accounts
• Taking my time to write the Complete AdWords Audit Series
(16 down, 3 to go)
• Specialized in PPC audits for the last 4 years
• Voted in top 25 most influential PPC Experts in 2015 and 2016
• Building an automated audit & alert tool: TrueClicks
(currently in private beta)

MarTech Landscape Supergraphic LUMAscapes
Inspiration: Technology Landscapes

Even if you zoom in, it’s still hard to
know:
• Which technology is in which
price range.
• Which technology performs which
task (e.g. AdGooroo and
WordStream are in the same
category, but perform totally
different tasks).
Inspiration: Technology Landscapes

Inspiration: Stacks from Stackies Awards

Smart Insights' Essential Digital
Marketing Tools Infographic
Luke Alley’s SLC|SEM and Daniel
Gilbert’s SMX East presentations
Inspiration: StackScapes™ ‘avant la lettre’

Research & Resources
Buyer’s guides Review websites Competitive research
Special mention: Growthverse, great visualization, too bad it hasn’t been updated since September 2015

Research & Resources: The Forrester Wave™
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).

Research & Resources: Digital Marketing Depot
Digital Marketing Depot Research is also
about enterprise platforms.
They offer must-read 40 to 50 page
reports that will really help you in finding
the most suitable solution.
You need to enter your contact details to
download the reports.
Or…

Research & Resources: G2 Crowd
My favorite review website, because of:
• Superior categorization (but still not perfect)
• Their patent-pending Grid Scoring algorithm
• The free sample reports from their research
Analytics: Digital Analytics, Inbound Call Tracking
Search & advertising: Search Advertising, SEO, Cross-Channel
Advertising, Display Advertising
CRO: A/B Testing and Personalization, Conv. Rate Optimization
Productivity & Collaboration: Project Management, Task
Management, Team Collaboration, Time Tracking, Web
Conferencing, Business Content Management, Note Taking
Marketing Automation

Research & Resources: TrustRadius
Has a similar grid to G2 Crowd (but not for every
category): TrustMaps.
Analytics: Web Analytics, Call Tracking
Search & advertising: Search Engine Marketing, Ad
Serving & Retargeting, SEO
CRO: A/B Testing and Personalization, In-page Web
Analytics, Landing Page Creation
Productivity & Collaboration: Project Management,
Collaboration, Time Tracking, Web Conferencing, Cloud
Storage

No matrix visualizations on these websites and their categorization is way too broad.
But they do have lots of reviews.
Research & Resources: Capterra and GetApp
Analytics: Web Analytics, Call Tracking
Search & advertising: Campaign Management,
SEO
CRO: AB Testing
Productivity & Collaboration: Project Management,
Collaboration
Analytics: Web & Mobile Analytics
Search & advertising: Search Marketing,
SEO/SEM
CRO: Landing Page
Productivity & Collaboration: Project
Management & Planning, Collaboration

For all technology that runs on-site (e.g. every type of analytics, a/b testing, retargeting,
marketing automation) you can use SimilarTech and/or BuiltWith to see what’s running on your
competitor’s (or admired companies’) websites. Also: install the Ghostery browser extension.
For other technology (e.g. Project Management, Collaboration, HR, Design): look it up on Siftery.
Research & Resources: Competitive Research

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.
What is a StackScape™?

• Essential PPC
9 categories with 70 solutions in total
• Display add-on
• Ecommerce add-on
• Lead-gen add-on
Today’s StackScapes™
Bonus on StackScapes.com:
CRO:
Productivity & Collaboration:
10 categories with 60+ solutions in total
In total: over 250 hand-picked tools to
choose from.

The Essential PPC StackScape™
Keyword
Research
Optimization
& Analysis
Toolkit
Ad Testing Bidding Competitive
Research:
Search
Competitive
Research:
Traffic
Reporting &
Dashboarding
Auditing &
Monitoring
Click Fraud
Detection
Free(mium)
Affordable
(<$200 / mo)
Starting price
Mid-market
($200 - $1,000 / mo)
Enterprise
($1,000+ / mo)
Some of my
favorites

The Display Add-on StackScape™
Competitive
Research:
Display
Banner Design:
Tools
Display
Retargeting
Free(mium)
Affordable
(<$200 / mo)
Starting price
Banner Design:
Freelancers
Mid-market
($200 - $1,000 / mo)

The Ecommerce Add-on StackScape™
Feed
Management
Google Shopping
Tools
Dynamic
Ad / Campaign
Creation
Free(mium)
Affordable
(<$200 / mo)
Starting price
Product reviews 2
Mid-market
($200 - $1,000 / mo)
1: Feed-based. The other tools in this category work with manual / spreadsheet input.
2: These tools can power reviews about actual products on your website.
If you just want customer reviews about the shopping experience (that power seller ratings), any of the vendors listed over here will do.
Enterprise
($1,000+ / mo)
1
1

Marketing
Automation
The Lead-Gen Add-on StackScape™
Call Tracking Customer / User
Analytics
Free(mium)
Affordable
(<$200 / mo)
Starting price
Mid-market
($200 - $1,000 / mo)
This add-on StackScape™ applies to most B2B and SaaS advertisers
Enterprise
($1,000+ / mo)

• Go to StackScapes.com where you’ll find this presentation (in pptx) + the CRO and productivity &
collaboration StackScapes™. This is also the place to let me know what’s missing in the current StackScapes™.
• Take your time to go through these slides and click on any link or logo that you’re unfamiliar with.
• Create an account with Siftery and/or CabinetM and start building your own tech stack.
• Feeling confident about your marketing tech stack? “Create a single 16:9 slide that visually represents the way
you think of your marketing stack. You might illustrate it as a value chain, a technical architecture, a customer
journey map, a process flow diagram, a market strategy, a capabilities matrix — or your own original view on
how marketing technology is orchestrated in your organization.” And submit it before midnight Friday March 31
(Pacific Time). Find details at ChiefMarTec.com.
Maybe you’ll win an Stackie Award at the MarTech Conference in San Francisco (May 9 – 11).
• Even if you don’t apply for an award, visualizing your own marketing technology stack is a great exercise to
make sure you’ve got a well thought-out combination of complementary technology in place.
What Next?

LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU!
SEE YOU AT THE NEXT #SMX

SMX West 2017 - Introducing The StackScape™

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SMX West 2017 - Introducing The StackScape™