How to Audit Your Martech stack
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A webinar giving frameworks for reviewing your Return on market technology with Dave Chaffey of SmartInsights.com and Paul Lima of Lima Consulting Group
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How to Audit Your Martech stack
- 1. 1 Part 1. Best Practices for maximizing your Return on Marketing Technologies Dr Dave Chaffey. CEO, SmartInsights.com Paul Lima, Managing Partner. Lima Consulting Group #DigitalPriorities 2017 webinar series
- 2. 2 So many tools, so many tasks, so little time! AGENDA Tools and process to help you boost sales across all customer touchpoints Reach Act Convert Engage Part 1. Auditing your stack – Identify the gap plus recommended tools Part 2. Review your setup – 5 best practices for increasing your return on Martech
- 5. 5 Auditing: What is your Martech stack gap? Download: http://bit.ly/smartdigitaltools
- 6. 6 Source: Scott Brinker (@ChiefMartech) View latest With thanks to… Scott Brinker
- 8. 8 30 Digital Tools categories #1 Download: http://bit.ly/smartdigitaltools
- 9. 9 How we chose the tools 1. The most popular tools by volume of usage – so widely used, freemium or lower cost tools around the edge, enterprise towards middle. 2. Services we use or are familiar with and are rated highly by tools review sites. Voice of the Crowd from G2Crowd, Capterra, Trust Radius, Alternative To. 3. Services suitable for small and mid-size businesses with limited technology budgets. Share your new favourite tool to Twitter @SmartInsights #DigitalPriorities A new service to you, you’d like to recommend
- 10. 10 30 Digital Tools categories #2 Download: http://bit.ly/smartdigitaltools
- 11. 11 Recommended Tool – Hot Jar
- 13. 13 Many other ways to review your stack 2016 Stackies Awards
- 14. 14 Using the stackies to audit your approach
- 15. 15 Inspired this new approach
- 16. 16 Martech stack channel audit tool Martech Function / Channel 1. SEO 2. Paid media 3. Owned media (CM + social) 4. Experience 5. Email and Marketing Automation 6. Analytics 7. Multichannel integration 1. Core broadcast communications Keyword management and performance Direct ad platform management Social media management Content or commerce management system Email broadcast Website analytics Sales 2. Personalised individual communication Backlink management Retargeting platform Outreach management Personalised messaging and mobile push Retargeting or Contextual platforms Tag management Customer service and support 3. Optimisation On-page crawling and recommendation Programmatic Creative testing Landing Pages CRO Tools Creative optimisation Rendering and delivery optimisation Customer Data Platforms ID management Sales optimisation 4. Insight Google Tools CDP Social benchmarking Survey tools Intent Segment and campaign reports Attribution models Call tracking 5. Planning and management Gap analysis Budget and campaign plans Editorial calendars Conversion optimisation plans Contact strategy Customisation Contact rules 6. Productivity Integrated tools Ad asset management Asset plans and management Content audits and plans Pre-broadcast tests User access control Company wide internal comms Marketing Cloud or Best-of-breed?
- 17. 17 Martech stack channel audit tool Martech Function / Channel 1. SEO 2. Paid media 3. Owned media (CM + social) 4. Experience 5. Email and marketing automation 6. Analytics 7. Multichannel integration 1. Core broadcast communications Direct ad platform management 2. Personalised individual communication Personalised messaging and mobile push Retargeting or Contextual platforms 3. Optimisation Programmatic Creative testing Landing Pages Creative optimisation Rendering and delivery optimisation CDP Sales optimisation 4. Insight CDP Segment and campaign reports Attribution models Call tracking 5. Planning and management 6. Productivity Integrated tools Ad asset management Which are the gaps in the Martech toolset
- 18. 18 Audit your competitors with: BuiltWith, SimilarTech or Observepoint
- 20. 20 But, remember that… “Tools won’t get you far without Plans, People and Processes to optimise your customer experience”
- 21. 21 Let’s Connect – Questions & discussion welcome! https://www.linkedin.com/in/davechaffey https://www.linkedin.com/in/paullima
Editor's Notes
- John Lewis = 45 vs Asda = 3 Barclays 27 vs HSBC = 16