What is a Martech Stack and how does it

solve my marketing problems?

 How to think about your stack, and the types of tools it should contain — You might
just be overlooking a platform that can grow your business

 What problems the right stack can help you solve — Freeing up more time through
automating your lead-gen and follow-up processes is just the beginning
 (music) Welcome to class one of Optimizing Your Martech Stack. In this class, we're going to
focus on what is Martech and how is it actually incorporated in your stack, and as well as how
are you going to use this to solve business problems. Now, my name is Dan McGaw and I'm the
CEO Founder of Effin Amazing, a Martech stack and analytics agency that has worked with a lot
of big brands at helping them organize the tools that they use, and as well as optimize the
effectiveness of them so they can convert and retain more customers. If you have any questions
during this course, please feel free to reach out to me at @DanMcGaw, and use the hashtag,
Martech, so others in the industry can join the conversation.

Well, let's get started with this lesson. Now, in this first class out of eight, we're going to learn a
lot about what Martech is, how you should be thinking about it, and ultimately how you should
organize your stack for success. Now, a big focus right now is the fact that you have a lot of
technology that you use in marketing, and you may be using different technologies to
communicate with your customers, to obviously track your customers, and as well as
personalize messages to them, but how do we really think about this in the best way possible?
You obviously want to use these technologies to improve your metrics of a business, so let's first
start out by defining what is in our Martech stack and how you should best understand it.

We'll then move on on how you should think about connecting your stack together, and how
you should ultimately think about organizing it. Then last, we'll talk about some of the unique
business problems that you can solve with your Martech stack. Now, this is class one of eight
classes. In our later classes, we will cover a lot of different topics such as: how do you integrate
your stack, what are the different ways you can do that, as well as talk about the taxonomy and
data schema that you should use to effectively use your stack. We'll also go through other
courses where we'll talk about the tools that you should choose, and how you should go about
doing that, and as well as how you should evaluate your team.

In this first class, though, we're going to start from a high level to help you get started. Now, let's
define what is a Martech stack. Now, your Martech stack should be pretty easy to understand.
Marketing technology are all the technologies that you're using in your business to effectively do
marketing; this could obviously be pretty wide. You have a lot of marketing automation tools.
You have analytics tools. You have personalization engines. You have a website. You have email
capture tools. You have all types of different tools that you're using in marketing to accomplish
your job. Now, what is the big part of this, right? Now, marketing tech is not just inside the
marketing organization; it also includes your support tools, your sales tools, and even your
developer tools.

So, I want you to understand that you have data about your customers everywhere, and all of
this data is important. From a marketing perspective, you should obviously be communicating
with your customers in the most personalized way. So, we want to make sure that you
understand that data in all of these disparate systems are something that you should be looking
at and using to optimize your marketing. So, don't be afraid to talk about the sales tools as if
they're part of the Martech stack; and if you're incorporating good tools in your stack, you
should probably be looking at the support tickets, and trying to understand how somebody
communicates with support.

Obviously, if somebody submits a support ticket before they buy a product, it's probably going
to change the conversion rate, so we want to make sure that we look into those things; and at
the same time, we should understand what's going on with developer tools. The developers are
changing a lot of things on your Web application, they're doing different feature sets; so as they
push out new feature changes, you need to take that into consideration with your data as well.
They push out a new sign-up page and they change the way a form works; obviously, it's going
to have a big impact on your conversion rate. So, don't forget, the Martech stack is very, very
wide and encompasses a lot of different tools; so make sure that when we go through this
process of documenting our tools, you actually take the opportunity to research everything that
you have data in, and try your best to integrate that with the rest of your stack.

Now, here's the hard part. Martech stack has grown like crazy. Over the years, Martech has
gone from a tiny little thing to something that's a huge behemoth. Now, chiefmartech.com
created a great visualization, Scott Brinker over there inspired this; and basically back in 2011,
they were able to track about 150 different tools. Now, as time has gone on, in 2013 there was
over 350 different marketing tools, and we'll notice that these can be broken up into different
pockets. As an example you have SEO tools, you have email marketing tools, you have marketing
automation tools, you have targeting tools, you have optimization tools.

Now, there's a lot of different tools that are in the marketing stack, and it keeps on growing. So,
2014, there was over a thousand different marketing tools; that's nearly a 300% growth in one
year, so that's a pretty big deal. Now, if we look forward to 2015, there was over 2000 tools that
were out there. We got to 2016, there was over 3500 different marketing tools. That's a lot of
tools. That's a pretty big industry. So, we really have to try to understand: what tools should I
choose when there's so many options? Now, in 2017 there was over 5000 different Martech
tools, and ChiefMartech decided they were going to call this the Martech 5000.

Now, I highly recommend you go check out the Martech 5000 because it's super, super helpful
and you can discover a lot of new tools. But just in 2018 alone, we're at over 7000 tools, so
maybe they're going to have to change the name from the Martech 5000 to the Martech 50,000.
We'll see how time continues on. Now, as we head into 2019, it is a very exciting time. We
obviously are expecting to see many, many more tools, but is it going to grow at only a thousand
more tools? Is it going to do a 200% increase? Who knows. Now, the reason why I want to make
sure that you understand this is because there's also a concept of consolidation which is
happening.

There might be 8000 tools that come onto the marketplace, but most recently some of even the
big companies are getting acquired. Adobe recently acquired Magento, one of the largest
eCommerce software out in the market; they also then acquired Marketo. Now, there's going to
be a lot of consolidation. Now, a lot of these companies are big behemoths, but they have
bigger companies that can still acquire them. These types of acquisitions are good because
obviously the investors, the founders, and hopefully the teams of those companies got a good
pay day, and then they'll go to start other innovative Martech companies. Now, the reason why
this can be troublesome is the fact that it also can have a major impact on your stack.

Now, I'm not saying that Adobe is going to shut Marketo down; but if they decided that the
product wasn't nearly as good, or if they decided they didn't need to support it, it could have a
dramatic impact in all of those enterprise company stacks. Let me put this into a real world
example. Here at Effin Amazing, we use the tool called WorkLife. WorkLife was how we
managed all of our agendas with our clients; so when we had meetings, they were very
productive, and as well as we could project manage things. WorkLife was directly integrated
with Trello which is our project management tool; so as we conducted a meeting, we could very
quickly type all the notes, send a Trello card over to Trello, and make it so that nothing was lost.

Now, about two years ago, Cisco decided they were going to buy WorkLife, and Cisco has now
changed that product to be called Cisco Spark. Luckily, they made the product free in the short
term; however, they no longer support it. So, if you reach out and submit a support ticket
because something doesn't work, you don't get a response. We've had multiple issues with the
client side of it actually not taking our notes and having caching issues; we have nobody to talk
to about it now, and they basically have let it go. Now, this is obviously a big part of our process,
and taking this out of our process is hurtful; it's actually going to make our client meetings
harder and we're probably going to be less productive.

Luckily, this tool is not at the center of my stack, but we do have other tools like Autopilot,
which is a very good marketing automation tool, which is the center of a lot out data. Let's just
imagine the Adobe came and acquired Autopilot so they could shut it down, so they could
convert all the customers to Marketo users; this is going to make a big impact on my business.
I'm going to, in essence, have a stack apocalypse. My stack is going to fall apart because I'm
going to lose that one integral tool that's going to run your stack. So, when you think about
picking tools for your Martech stack, make sure that they're well funded, they're good products;
and as well as that in the future, they're going to stand by and not just ditch you.

Now, I'm not saying that companies are going to have this. What I am tell you, though, is that a
lot of small start ups that have cool, innovative products, at times they get acquired and at times
they go out of business. So, make sure that when you have the types of tools that you're
choosing, the brand new ones that are very, very innovative might disappear. I'm not saying
don't try the new innovative products; just make sure that you kind of check them out, and you
vet them very well for yourself. Now, let's talk about what's in my Martech stack. What I want
you to do right now is think inside of your head a number of the number of tools that I may be
using.

Now, understand that I'm the CEO of a company, so I have a lot of different tools that I use, and
potentially I'm not using nearly the same ones that a practitioner would. Now, in my day-to-day I
obviously interface with a lot of different platforms; everything from Gmail to Google Calendar
to Zoom, to even using this product right called Screenflow, which is making this recording.
Now, think of a number right now and let's see if you're right. Yeah, I was impressed, too. I use
over 30 different tools almost on a daily or weekly basis. Just to run through some of these
things, to help you understand the examples, obviously I use Gmail as my inbox.

On average, I spend 16 hours a week doing email, so obviously there's a lot of email. Now, I also
use three different social automation tools. I have a little bit of a thought leadership that I have
to keep up with, so I use some tools like Buffer that help me distribute my content; I also have
Revive Old Post installed on WordPress that enables it so I can repost our old blog posts, and
then I also use Zapier to help pass data from one platform to the other to make sure that I can
keep my content and my social streams up to date. Now, I also am known as a LinkedIn hacker. I
use a tool called GPZ; don't tell anybody because we don't want anybody to know about that
tool, but GPZ helps me actually follow people, also view their profiles, and then send them
messages, and I use this all the time; it actually helps us get a fair amount of business here.

I also have four different tools that I use for lead capturing. I use a tool called Prospecthive
which helps me actually capture lead information from LinkedIn. I also use Klenty which helps
me search LinkedIn contacts and send them emails. I use Toofr to help me actually get emails
which I can't find, and then finally I use a tool called Grouply, which helps me extract the users
out of a Facebook group; cool little secret; make sure you check it out. Now, I also do webinars
almost every single week, so I use a tool called Zoom, which does the webinars. Now, I also use
Zoom for my meetings, but these are looked as two separate things because the goal of one is to
do a meeting which is face-to-face with somebody, and the other one is how I talk to people at
mass.

Next, I use two different tools for my calendars: one, I use a tool called Mixmax, which helps me
send emails with my availability in it, and as well as allowing me to send a link to somebody so
they can actually book on my calendar, but I also use Google Calendar all day long. I'm in lots of
meetings. I spend upwards of 50-60% of my time doing meetings, and Google Calendar is part of
that stack. I also have Google Calendar integrated with other products by using Zapier, which is
something I'll talk a little bit about later. Now, if we think about video streaming, I'm using Wizd
all the time. Wizd is one of my favorite tools for video streaming.
Now, I don't use YouTube nearly as much as some people because Wizd gives me some
superpowers that I really prefer using. So, Wizd is a very common tool. Now, I also am using
Optimizely and Google Optimize all the time. Optimizely obviously helps me do some user
experience changes, while Google Optimize allows me to focus more on just the AV testing.
Now, I use both of these tools because they have their own strengths and weaknesses, just like
many of you may be using multiple tools to do AV testing on your website, and as well as down
the funnel. Now, when we thinking about my CMS, how I manage my website, WordPress is it.

I love WordPress; it helps me do a lot, it's extremely flexible, and it allows me to actually edit
content on the site without having to bother a developer. So, WordPress is definitely an
important component of something I use. I write a lot of blog posts, I make a lot of landing
pages, and we do those all inside of WordPress. Now, I also have two separate tools that I use
for data piping; one is going to be Segment, which is considered to be a customer data platform,
which we'll talk about later in this course, but I also use Zapier. Now, Zapier is not used for data
piping, in most cases, in the traditional sense; however, I use it to pipe data from different tools
all the time to make sure that they can stay in sync, and probably one of my favorite tools in my
stack because I can accomplish just about anything with it.

Now, I also use a tag manager all the time. Google Tag Manager is kind of industry standard;
there's multiple other tag managers out there, but Google Tag Manager is the one that I use. By
no means am I a developer, and I'm not going to act like I am, but I do use Google Tag Manager
to add random JavaScripts to my site for new tools that I want to try, so Google Tag Manager is
really important. I also use Salesforce as my CRM, which is probably one of the most popular
CRMs out there. Now, I'm not saying that you need to switch to it, but I am saying it's tool that I
use. Now, I also do a lot of signature signing to be able to close business deals, and we use
NitroCloud that helps us do that effectively.

I'm able to send somebody a digital signature request, and they can sign it in just a few
moments. Now, on top of that, I also use three different tools to do marketing automation: I use
Mixmax to do my cold outbound, and as well as a lot of my email automation directly from my
Gmail. I also use Mailchimp to be able to send broadcast emails, and as well as simple
automations to our users, and as well as different clients; and I also use Autopilot, which enables
me to do a lot more automation than any of those other tools, and communicate with my
customers in a very personalized way. Now, know I'm a little bit of an anomaly when it comes
down to analytics; I use a lot of different analytics tools, and I would recommend that you use
multiple as well.

I use Google Analytics; obviously, it's really, really popular, it's on over 18 million different
websites, but I also think that Google Analytics can be very limiting. It doesn't allow me to track
users over a long period of time; I don't know the repeat purchase rate, the lifetime value, the
monthly recurring revenue, or any of the fancy metrics we need to know in stats. So, I
recommend pairing that up with other tools like Amplitude, or maybe even Kissmetrics,
Mixpanel or Hotjar. Now, Hotjar is one of my favorite tools because it enables me to see how
people use my site, I can see session recordings, I can also see heat maps, I can launch different
poles.

Now, I use a lot of different analytics tools, and I recommend that you do the same. Now, this is
a lot of tools. What I want to do is try to make this a little bit easier for you to understand. When
you think about the marketing stack, you can also think about it in your funnel. A gentleman
named Ryan Rudd is an amazing person at coming up with these marketing stacks. Now, you can
obviously see that the way Ryan has broken this down is based upon his funnel. He has
Marketing Planning; he has Attract, Convert, Nurture, Sales Close, Analytics and Automation.
Now, you can also think about your stack in this way if it makes it easy for you.

If you were to go to Google and type in "marketing tech stack," and then look at Google images,
you'll see there's a lot of different examples on how you can do this. I recommend that you go
check out Ryan's site because on the blog post he does talk about his stack, how he breaks it
down and how he thinks about it, so this can be helpful for you to better understand. Now, let's
move on because I want to talk about maybe what you have in your stack. How many tools do
you have in your stack? If you said one to five, and this is what you use daily: totally fine, I
understand, but there's probably more tools in your stack you're just not aware of. If you said
from six to 10, you're probably getting a little bit closer, and you're probably not integrating with
enough of the tools in your stack if this is all that you really think of.

Now, if you actually have chosen 11 to 20, or 21 and plus, you're probably a lot closer. Now,
later in this course we are going to talk about how do you identify the tools in your stack, how
do you understand what you really are working with, but what do you actually have in your
stack? Write that down and think about how many tools you have right now; and then later,
let's see actually how many tools you really do end up having. Now, let's move onto Lesson 2
where we're going to talk about connecting the dots of Martech. We're going to talk a lot about
how you connect the dots later in this, as well, in our Integrations class, but we do want to
understand, "How does all this stuff work together from a high level?" Now, let's talk about
what a data pipeline is.

As you can see in this illustration, we have Google Tag Manager, which starts us out;. The arrow
then takes us to Segment, Clearbit, Autopilot, Salesforce, and Amplitude. We also have Zapier at
the bottom, which we can see has an arrow going both ways, which is bidirectional. Now, what I
want you to get into your mind is the fact that you have a data pipeline. Data in your
organization has a starting point, and it also has an ending point, so we want to make sure that
we best understand what those things are. Now, let's talk about what Google Tag Manager is.
Google Tag Manager is a bit of JavaScript you can have your developers add to your site which
then allows you to remotely load up other JavaScripts from other tools onto your website.

No longer do you have the need for actually having a developer add codes to the site; once they
add Tag Manager, you can typically add other JavaScripts directly through Tag Manager to your
site. Now, this is also known as tag management and a CDN that loads this information up. The
tag managers make it very, very flexible for us to do what we need on our site. Now, Tag
Manager is obviously installed on your website and is allowing you to add other JavaScrpts; and
then in this example, we have it sent into Segment. Segment is a customer data platform that
enables us to send all of our customer data into, and then distribute that to all of our other
tools.

Now, in this example, we have Tag Manager on the site, Segment has been added to Tag
Manager, and then we're using Segment as a distribution point to all of our other tools. You'll
notice then Segment sends that data down to your Clearbit. Now, Clearbit is a data enrichment
product; so any time I send a user's email address in there, Clearbit then goes, scours the Web
to find out if they have any other information such as: What company do they work at? What is
their title? What is that company's revenue? How many people work there? What are the
technologies they have on their site, and then it actually sends that data back into Segment so
we can pass it back down our pipeline, but you will notice that those tools have a bidirectional
sync, and basically pass data to each other.

Now, you'll notice that this data pipeline is really important because as data passes back in the
Segment, it passes through Clearbit, and then it also passes into Autopilot. Now, Autopilot is my
marketing automation tool. I send a lot of different things through Autopilot. Once that enriched
data is in there, I'm able to do lead scoring, I'm able to send personalized email, and I'm also
about to speak very, very specifically to our target customers. Now, once again you'll notice that
Segment is integrated with Autopilot. Autopilot can also send that data back downstream to
Segment, which once again gets sent all the way through our data pipeline; and we'll notice that
pipeline drives all the way through to the end into our analytics products.

You'll also notice that as the pipeline goes down, Autopilot is integrated in with Salesforce. Now,
Salesforce is my CRM; I put all of my customer and prospect data in here. A lot of things get
updated manually by myself or other sales reps, and we want to make sure that that
information gets passed to other tools as well. So, you'll notice, once again, there is a sync from
Salesforce over to Autopilot; and if we have things in Autopilot, as we can tell, it can be passed
over to segment as well, and Segment once again can re-enrich all of my leads by using Clearbit.
Now, you'll also notice that Salesforce passes data all the way down to Amplitude.

Now, this doesn't mean that Amplitude and Salesforce have a direct integration, and I know that
can be confusing; but what this does mean is that any data that I have in Salesforce can be
passed over to Autopilot, and then Autopilot can pass it to Segment, and then Segment can send
it all the way downstream to make sure that it gets into all these tools. Now, Amplitude is a
great analytics tool and I highly recommend it, but I don't think it's the only analytics tool you
should use. In this illustration, we're just showing it as the end of our pipeline, so that way you
can have an understanding. Now, Amplitude, of course, tracks every bit of data that we send
into it, and the reason why we've built our data stack this way is because obviously actions are
happening in Salesforce, such as a lead goes from unqualified to qualified, or even from
qualified to working, which means a sales rep picked it up; as those actions happen, they go
back into Autopilot, Autopilot sends it into Segment, and then we're actually able to see our
sales pipeline change inside of our downstream analytics tool; this means that not only do I have
the acquisition source of where that person came from, and their behavior in my product, I can
also compare it to the different business stages that they have inside of Salesforce.

Now, we will notice at the bottom there we have Zapier. Zapier is obviously used to hack the
Internet; that's at least the way that I look at it. This tool is directly integrated with Autopilot,
and we also connect Autopilot with a lot of other tools in our stack, and we also connect Zapier
with a lot of other tools in our stack. As I told you earlier, when I sent a Google Calendar invite,
Zapier can see that. Well, Zapier can also send that information into Autopilot, so that way we
know that specific person has actually done a meeting with me. As you can see with the data
pipeline, this information from Autopilot can be sent to Segment, which then can be sent into
Clearbit, which would enrich that information, which could be sent into Salesforce, and as well
as Amplitude.

So, by using a data pipeline, we're able to take all the different data-points in our website, and
make sure that they get updated all the way throughout that funnel. Now, let's think about a
little bit of what's in your data pipeline. Now, this is a very, very fancy graphic; and I don't need
you to, obviously, build it exactly like this, but let's talk about how this might actually work in
your environment. Now, on one side of my screen I have Google Tag Manager. I'm going to load-
up a site called realthread.com, which is a t-shirt printer that we work with, and what we'll
notice is that as those actions happen on the website, we can also see them happening in
Segment.

Now, Segment, as I said, is a customer data platform, so it's where I send all of my customer
data; not only the information I know about them, but also the behavior attributes that they go
through. Now, as I accomplish actions on the website, we can obviously see that that
information is being sent through Tag Manager over to Segment, and we're able to see those
behavior attributes happen. Now, we can obviously see this is sent in as a bunch of code. I don't
expect you to understand all of these things, but we will talk about how you design your
taxonomy, and what do you call these things as they go down your funnel. So, it is important to
understand that we will have a website, we may add Tag Manager to it, but the information that
we write inside Tag Manager will also be passed downstream to other tools.

Now, like we talked about in the last slide is that Tag Manager is integrated with Segment
through JavaScript. Now, Segment is integrated with the rest of my stack, and I'll be able to pass
any data that goes into Segment into the rest of my tools, and this is a really important concept
which we'll talk a lot about later. Now, let's move on to Lesson 3. Let's talk about how this can
ultimately solve business problems for you. We've talked a little bit about what is Martech, and
how big the industry is. We've also talked about how all these tools potentially integrate
through a data pipeline. Well, let's talk about how you can use some of this in real-world
examples. Now, let's go back to Real Thread.

Real Thread has been a client of ours for over two years now, and they do a fantastic job at
making custom-printed t-shirts. They use a super-soft ink, which sinks directly into the shirt, and
is a really, really good high-end quality that apparel companies and tech companies love. These
shirts feel great, and we have tons of them in the back of this office over here, so definitely
make sure to check them out. Now, when we started working with Real Thread they had a very,
very specific goal. They wanted to increase the net new customer conversion rate; this meant
that they had people coming to their website they wanted to convert into new customers.

They did a fantastic job in obviously converting their current customers repeat orders, but they
wanted to acquire new customers. But how are we going to do this? How are we actually going
to accomplish that? Now, the first step, when we work with any company, is we first have to go
in and do an audit and try to best understand their business. Now, when we went and actually
started doing some research to understand, "How could we covert these customers?" we
started identifying a few interesting things. Now, if you went to the Real Thread site and you
started using their website to sign up, you can fill out the number of t-shirts you use, and as well
as start filling out all the information.

You can upload a logo, add that to any colored shirt, and then obviously start filling out your
online order. Now, this is one customer experience that we were able to track. This customer
experience, as we said, was going through Tag Manager, being send into Segment, and we were
able to store all this customer information. So, as people filled out the actual information, we
could track it, we could save their first name, their last name, and their email addresses. We
could also understand the behavior attribute that they have. Now, as people fill out this whole
process and submit their order, we can track everything, which is super helpful because we can
say this Adwords ad actually converted into this order, but there's a greater problem than that.

They also had a lot of offline orders. So, if a customer came to their website and had additional
questions, they could click on a phone number and immediately make a phone call. They could
also go to the Contact page, fill out an email address, and then automatically send something in.
They could also fill out the contact form, or they could even communicate to them using
Intercom. Now, Intercom is obviously an online tool; however, this wasn't connected with the
rest of the stack, so it had to be looked at something that was in its own silo. Now, the next
thing was that they had a lot of inbound leads. Now, this is a good problem to have: they have
lots of people coming to their website, finding them through SEO, and then ultimately filling out
these lead gen forms to come to the website.

The problem was they didn't really do anything with this. The people came into their
automation, they maybe got sent a newsletter, but there really wasn't much being done with
that, and we couldn't identify the good customers from the bad customers. So, the sales team
was kind of handicapped in that fashion. Now, another interesting, unique problem that they
had was that they were doing a lot of outbound prospecting. They had a sales team which was
scouring LinkedIn and scouring the Web for all kinds of leads; they were then capturing those
leads, and then putting them in SalesLoft, and then sending an outbound email. Now, you might
ask: why is this a problem? Well, it wasn't integrated with the rest of the stack; so when
somebody would actually get a cold outbound email, maybe click on it and go to the site and
purchase, the cold outbound emails didn't stop.

Even though I had already purchased something, I'm still getting the emails from the sales group
saying, "Buy now." This was obviously a problem. So, when we thought about their big problem,
it was the customers were tracked in these siloed platforms, giving us no visibility into the actual
customer journey. How am I supposed to increase net new customers if I don't even understand
how the customers are purchasing? I have no way to optimize my acquisition, I have no way to
optimize my funnel, because none of the tools are ultimately connected. Now, this is what the
Real Thread stack ultimately looked like. When we first started working with them, we were
very excited because they were already using Segment.

This data was being typed into Intercom, and as well as being types into Kissmetrics. But what
you'll notice is Salesforce, which is actually their true hub of information and where all of their
orders go, it wasn't connected to any of these things. We also noticed that SalesLoft, which is
how they were sending those outbound emails, wasn't connected to Salesforce at all. So, we
wanted to make sure that all of this got tied together so we could obviously see the customer
journey and how people went through the funnel. Now, this is probably a big problem in your
organization as well; this is very stereotypical inside of sales and marketing. Marketing has all
these cool tools, sales has all those cool tools, and none of them are integrated together.

So, in your organization I really want you to focus on, "How do we break down these silos," "and
how do we get all these tools connected?" Because it doesn't matter where the customer goes
in the journey; what does matter is that we provide them a great customer experience, and
something that is unified. Nobody wants to be sold a jaguar in marketing, and then to get over
to sales and then be sold a cat, right? These are two different experiences. Now, I know this is a
very simple difference here, but as well as very, very big, and this is how a lot of organizations
work: marketing and sales are pit up against each other, marketing and development don't even
talk.

We want to make sure that we can break down these silos and work as an organization to
provide a great customer experience. Now, once we started working with Real Thread and
getting through all these stack things, we started identifying some key areas that we could
obviously help them increase their net new customers. So, the first one was through Lead
Scoring. So, by breaking down these silos and seeing how all of these different leads came in, we
were able to give them different lead scores, which enabled us and the salespeople to
understand if this was a good lead, if this was a bad lead, who would we be reaching out to?
Obviously, if you're collecting thousands of leads a month, and there's no lead scoring, your
sales reps are going to be overburdened with bad leads.

So, we created a unique lead scoring process to help them out. Now, the next thing that we
needed to look at accomplishing, as well, was as creating personalized journeys. The sales reps
couldn't reach out to everybody; they just simply didn't have the bandwidth. So, by creating
personalized customer journeys, and personalized emails, and things along those lines, we were
able to further nurture those customers that weren't a high lead score yet, and push them
farther down the funnel as well. Next, the big thing was also improving the reporting. As any
organization: if you can't measure, you can't manage; and if you're trying to manage something,
and you can't measure it, then you don't know if you're doing anything good or doing anything
bad.

So, by creating a new stack for them, and enabling them to do specific strategies inside a
business, we're able to help them obviously convert more customers. So, through lead scoring,
personalization, and improved reporting, we can accomplish our goal. Now, what does this look
like? Now, after we got through figuring all the right tools, we were able to understand how
their data pipeline should work, as well as how we should better track things. Now, Segment
was one of the core components of their stack; but for us to do the lead scoring, we needed to
know more about our customer: that's where Clearbit came in.

Clearbit enabled us to enrich those emails that we collected through our lead gen efforts, and be
able to obviously lead score them. As Clearbit enriched this information, it was sent into
Autopilot, which actually accomplished all of that lead scoring, which we'll talking about later in
another one of our classes. Autopilot is a great marketing automation tool that enables you to
give lead score based upon different fields, and also different actions people take inside of
Segment, so really, really powerful. Now, obviously, as this information is important in
Autopilot, it needs to be put in Salesforce, which is where the sales team works. So, the sales
team was now getting these lead scores delivered directly to them through Salesforce.

Not only were we trying to make it so that this was on the lead record and the contact record,
but we could also send any of the Salesforce owners of those leads a task, so that way they
knew to reach out. Now, one thing that we talked about was that they had an offline problem;
people could come in through offline channels. So, if somebody actually gave them a phone call,
we weren't able to actually connect them back to the acquisition source. So, we added a tool
called CallRail which dynamically changes the phone numbers on the website; so now when
somebody comes in from a Google ad, they pick up the phone and call, we can connect that
sessions back to that phone call, and as well as create a new lead record with the acquisition
force inside of Salesforce.

As you can see, Salesforce is integrated with Autopilot, so this is obviously creating a
bidirectional sync and passing this information to other tools as well. You also see that we
connected SalesLoft in with Salesforce. Now, as the outbound team was prospecting people
from the Internet and sending them emails, those leads were also being sent inside of
Salesforce, and this is extremely important, because if Joe at AOL.com was being outbound
prospected, but then came and submitted an order online, we wanted to turn off any of that
automation from the outbound pool; so really, really important. Now, even though we were
recruiting Joe through outbound, that went into Salesforce, they converted, so we want to make
sure that that information winds up in Autopilot so we can send them newsletters, and we can
also (mumbles) of getting their second order.

Now, you'll also notice that we added Amplitude, which is a great analytics tool. We love
Kissmetrics, but Kissmetrics has one view of the world and one view of data. Amplitude provides
a different view, and we'll talk a little bit more about that in our analytics section of this course.
Now, you will notice that we kept Intercom, but we have that at the bottom, and we integrated
it onto the site so that you keep doing live chat; but we also need to make sure that when
somebody has a live chat on a website, that information winds up in the rest of the tools. Now,
Intercom does offer a Salesforce integration, but it increased the cost. So, what we did is we
integrated Intercom with Zapier, then had that information sent into Autopilot, which Autopilot
then could create a new lead record in Salesforce for us.

It's always a great thing to hack your stack to save money. Now, Zapier is used for a lot of
different things, but in this case it was specifically used to take live chat people and then create
them as leads in Autopilot, and then of course create them as new leads in Salesforce; this way,
the sales team can actually work those leads and ultimately convert them. Now, you can see we
added a lot to the stack, and we have a strict data pipeline that runs from Segment all the way
down to Amplitude. So, we do want to make sure that you take into consideration a great
diagram of how you would lay out your stack, and how data flows from one tool to the next. If
you don't know how the data flows, you're obviously not going to know how to run your
marketing stack and leverage all of your data.

Now, in this class we learned a lot about what is a Martech stack: what is in it, what are some of
the tools that you have. We also talked about how do you connect the dots for a data pipeline,
which we'll talk a lot more about later as we get into the integration. We also talked about some
of the typical business problems that you can solve, such as we need to increase net new
customers, and how are we going to do that? We're going to do that through creating a lead
scoring model, which we'll show you how to create in a later class. We also talked a lot about,
"How are you going to actually personalize the emails?" which we'll also talk about in a later
class; but finally, how do we improve the reporting? Now, I showed you a very simple diagram
that shows you the stack that we built, and there will be a lot more examples of how the stack
was used throughout this course.

So, I look forward to seeing you in later classes so we can go through some of these real-world
examples. Now, I want you to leave this class right now and go apply this to your business. One,
I want you to get on a piece of paper, or even a Google Sheet, and I want you to write down all
of the tools that you are using to be able to accomplish your job. Now, I want you to also
document any of the other tools that you may not be using. Let's say you're a social media
manager and you're not responsible for the content marketing, or you're not responsible for
PPC, make sure to write those other tools down. Now, using this in a Google Sheet will make it
easier to share with the rest of your team; but once again, I want this to be as easy as possible.

This is not a crazy in-depth process right now. We want to just get started. Now, I want you then
also to start understanding how these tools are going to work together. So, create a quick wire
diagram, you can use realtimeboard or lucidchart to see how these tools are all connected. Now,
we will be showing you how to do that in the next class, so definitely want to get you started,
but we will be showing you more information on that later. Now, I also want you to define some
goals that you want to accomplish with your stack. Do you want to increase net new customers?
Do you want to increase the conversion rate from recurring customers? Do you want to reduce
your cancellation rate? Do you want to provide better personalized emails? Write down three
 goals, and that way you have some place to get started.

There's no point in building all kinds of tools together, and integrating a tool stack, unless you
have a goal. So, let's make sure that we start out with a goal before we get anything crazy. Now,
there are different things that I talked about in this class that you may want to go do your own
research on. Like I said, ChiefMartech, Scott Brinker, the guy who made the Martech 5000: you
go visit their website, they have documented all these tools and some wonderful visualizations,
but they also have them all written in an Excel file, so that way you can see all the different
companies; and trust me, when you open up that Excel file you'll be blown away by the number
of different tools in each one of these different categories.

Now, I also want you to go check out Ghostery. You go to Google and you Google Ghostery, you
should find their Chrome extensions. This will help you understand all the different technologies
which are currently used on your site, which we'll do more of in another class. Now, I also want
you to go check out Ryan Rudd's blogposts; it would be very helpful to help you understand how
to integrate your stack in a funnel concept. Thank you very much. I look forward to seeing you in
class 2 where we'll talk about how to choose the right tools for your stack and for your business.
Enjoy the rest of your day; and if you have any questions, you can reach out to me at
dan@effinamazing, or also hit me up on Twitter at @DanMcGaw.
 ________________________________

Lesson Objectives:

Demonstrate the power of your martech stack and how it can help you solve business problems.

 Understand how your marketing technology can help you

Class Slides:

 What’s a marketing tech stack and how does it solve my marketing problems?

Supplemental materials

 Martech 5000 landscape

Assignment

 Create a list of all the tools you are currently using in your organization and how they are being
used. Google Sheets is the preferred method to start out.
 Design a wire diagram (realtimeboard.com or lucidchart.com) of how these tools are connected
and what your data pipeline looks like.
 Define three goals you would like to accomplish with your stack. This could be increasing
conversions, reducing churn or even personalizing your onboarding programs