Mind the Gap 3: Digital Transformation – Assembling your MarTech Stack
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This document is a presentation on assembling a marketing technology (MarTech) stack. It discusses how marketers face challenges like growing technology options, rising customer expectations, and complexity. It provides a framework for designing a MarTech stack strategically. Key topics include the changing marketing landscape, trends in MarTech spending and categories, attributes of an effective stack, and product strategy considerations. The goal is to help attendees think holistically about technology and leave with perspectives on building their MarTech stack.
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Mind the Gap 3: Digital Transformation – Assembling your MarTech Stack
- 1. © Copyright 2018. All rights reserved. Proprietary. #AprimoAdvantage Mind The Gap 3 Digital Transformation - Assembling your MarTech Stack
- 2. 2 Your Moderator Scott Brinker Editor, ChiefMartec @ChiefMartec Kevin Souers CPO, Aprimo #AprimoAdvantage Ed Breault VP of Marketing, Aprimo @edbreault Your Panelists
- 3. 3 aprimo.com © Copyright 2018. All rights reserved. Confidential. Proprietary. What We’ll Cover Today Key issues • Marketers are facing an ever-growing proliferation of technology • Customer expectations are on the rise • Complexity is overtaking the organization • Market technologists must be stewards to their company What you will walk away with • A view of how to think about technology strategically in your organization • A framework to design your MarTech Stack • Fresh perspectives on Marketing Technology
- 4. 4 Channel complexity Content explosion Limited Resources Customer driven marketing Globalization
- 5. Content Resource Capacity Customer experience driven marketing ChannelComplexity Traditional Marketing The Marketing Operations and Experience Gap Customer touchpoints Marketing Operational Gap Experience Gap
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- 10. 10 © Aprimo llc. 2016
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- 21. 21 Best of breed vs. platforms #AprimoAdvantage
- 22. 22 Key attributes of the stack #AprimoAdvantage
- 25. 25 What’s in store for 2020+? #AprimoAdvantage
- 26. 26 Share your marketing tech stack, and MarTech will donate up to $10,000 to Girls in Tech. Submit by April 6th
- 27. aprimo.com © Copyright 2018. All rights reserved. Confidential. Proprietary. Q&A #AprimoAdvantage
- 28. 28 Next Webinar - https://www.aprimo.com/advantage-webinar-series/
- 29. aprimo.com © Copyright 2018. All rights reserved. Confidential. Proprietary. Thank you Visit resources.aprimo.com for more information on assembling your Martech Stack Scott Brinker Editor, ChiefMartec sbrinker@chiefmartec.com @chiefmartec Ed Breault VP of Marketing, Aprimo edmund.breault@aprimo.com @edbreault #AprimoAdvantage Kevin Souers Chief Product Officer, Aprimo kevin.souers@aprimo.com
Editor's Notes
- ED External challenges facing companies that need Marketing Productivity Channel Complexity: the number of channels has exploded. Every campaign needs to be managed in multiple channels Content Explosion: Consumers expect to get the right content at the click of a button. They expect consistency in messaging and brand. Content needs to be relevant, consistent and timely Limited Resources: Even with all the demands on marketing teams resources continue to be cut or remain flat. Marketers are expected to do more with less. Globalization: As technology continues to advance the world gets smaller. But not really! Marketing departments need to run global campaigns at a localized level. Orchestration becomes a bigger challenge than ever
- ED The expectations for a marketing teams are increasing exponentially More Channels, Customer is leading Higher expectations of getting the right content at the right time – more touchpoints and higher expectations than ever before. – but our resources have stayed flat. This creates a marketing operations gap and a customer experience gap. Driving the feeling of never being above water, is digital. Just a few years ago we had 4 channels – phone, fax, mail/merge and call center, now we have a minimum of 20 channels over paid, owned and earned media types to market and advertise (social, mobile, digital, TV, search, web, apps, ecommerce, in-store, free standing inserts, magazines, radio, newspaper, coupons ). This need to have your content on the proliferation of channels is causing an operations GAP due to finite resources (money, people, process). Heads of marketing need Aprimo to provide the agility and visibility to manage this level of complexity inclusive of agencies and compliance officers. THERE ARE 4 KEY THEMES IN PLAY: 1. CHANNEL PROLIFERATION PRESENTS RISK BECAUSE IT’S IMPOSSIBLE FOR MARKETING ORGANIZATIONS TO EXECUTE, CONTROL AND MEASURE KEY ACTIVITIES 2. VELOCITY WILL ONLY CONTINUE, MORE ACTIVITIES AND MORE FRAGMENTATION IN THE FUTURE – NEED TO ACT NOW 3. RESOURCES ARE FINITE 4. AUTOMATION IS THE ONLY PATH FORWARD
- Alignment — how well-aligned is your stack with your business Concept — how insightful is the conceptual organization of your stack Clarity — how easy is it for a reader to understand your stack Design — the aesthetics of your slide and its visual appeal Detail — more detail is generally better, within reason for a single slide
- Digital Transformation Microservices and APIs Vertical Competition Digital Everything Artificial Intelligence
- ED