Transforming Martech
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A masterclass presentation at B2B Expo to help you review your martech stack
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Transforming Martech
- 1. 1 Transforming Marketing Technology Dr Dave Chaffey, co-founder and Content Director, Smart Insights ExCeL London, March 21st and 22nd 2018 Download : www.slideshare.net/smart-insights
- 2. 2 Digital technology: Harnessing the right martech across the lifecycle Source: Scott Brinker Marketing Technology landscape
- 3. 3 Co-founder and Editor of SmartInsights.com - a marketing advice community with > 1/2 million uniques/quarter. Premium members in over 100 countries use our planning guides, templates and online courses to Plan, Manage and Optimise their digital marketing. We also offer consulting and training for members. Digital Marketing strategist, consultant, trainer and author since ‘97 Free Basic membership About Dave Chaffey
- 4. 4 Missed opportunities of Martech? • 1. Detailed search analysis • 2. AB testing by device • 3. Welcome sequences • 4. Dynamic content and personalisation (web and email) • 5. Web assisted customer service and sales • 6. Marketing Cloud solution to integrate these
- 5. 5 Audit your Martech against key B2B digital activities
- 6. 6 Customer lifecycle touchpoint gap review – filling gaps and optimisation needed!
- 7. 7 Digital technology: Harnessing the right martech across the lifecycle Source: Smart Insights
- 8. 8 Are you harnessing the new GSC? 8
- 10. 10 Digital technology: Harnessing the right martech across the lifecycle Source: Smart Insights
- 11. 11 Recommended Tool – Hot Jar
- 13. 13 Rules-based Machine-driven AB testing 1:1 Optimisation Segmentation Q. Which of these personalisation techniques do you use on site? Source: Retail Week
- 14. 14 B2B: Next Best Content example Melinda Cormier, Sr. Director of Digital Marketing & Brand Strategy, and the Nuxeo team used and continues to use Evergage to regularly test an algorithmic recipe that recommends additional blog posts, personalized at the one-to-one level for each blog reader. As a result, the team saw a 34% lift in blog engagement (measured as views of 2+ blog posts) and a 2.4% decrease in bounce rate.
- 15. 15 Auditing your Return on Martech Q. How many marketing technologies do you use? (via Javascript installed on a site) • 0 – 10 • 10 – 20 • 20 – 30 • More than 30 • Not sure
- 16. 16Audit your competitors with: BuiltWith, SimilarTech or Observepoint
- 17. 17 Recommendation – Audit your tag implementation Source: www.limaconsulting.com Travel Retail
- 18. 18 Auditing your stack Stackies Awards
- 19. 19 Using the stackies to audit your approach
- 20. 20 Minimum 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
- 21. 21 Our use of Martech at Smart Insights 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 Retargeting or Contextual platforms 3. Optimisation Programmatic Creative testing 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 What are the gaps in your Martech toolset?
- 22. 22 B2B Conversational UI funnel nudge examples
- 23. 23 Marketing AI options Source: Premium members Machine Learning and AI briefing
- 24. 24 NLG: Automated copywriting Sources: Phrasee for Email and Automated Insights / Wordsmith
- 25. 25 Customised interactive tools – the 4th Wave of Content Marketing Source: Scott Brinker, The 4th Wave of Content Marketing
- 26. 26 Have you reviewed your capability gap? Free benchmark templates: smartinsights.com/guides/digital-marketing-benchmarking-templates
- 27. 27 How do your digital marketing skills rate? https://www.smartinsights.com/personalized-learning-plan/ - Free digital skills assessment
- 28. 28 Let’s Connect – Questions and discussion welcome! https://www.linkedin.com/in/davechaffey Download : www.slideshare.net/smart-insights
Editor's Notes
- Promise: Looking forward to helping you audit and select the best tools to power your marketing activities and insight in future.
- This is our challenge today / your challenge – over 5000 separate technologies, likely more next month in April update
- Swap yours out.
- Everyone talks about optimization, but when we researched last year we found that many aren’t optimizing, but kudos to those who are. We will cover examples of tools to use for these 6 areas on right
- Martech is needed to run and get insight across all of these lifecycle activities. Explain any which may be unclear – ToFu, CRO Retarting
- You may be missing some of these activities – this is a real example of a B2B video platform we consulted for.
- Our audting wheel – complex, but only shows 150 tools in 30 categories with best value/most popular around the edge
- Free tool, often not made available to marketers, we use it to grow our audience through organic search, show how pages are improving reach – like social on right.
- We also use Buzzsumo to find content ideas and to benchmark against competitors
- Pick out tools we’re about to cover, example categories
- AB Testing effective, but can take a while to get to confidence level with low B2B conversion rates
- Retail is most advanced, but all of these options are available to B2B
- Personalisation tech like Evergage ultimately increases lead generation
- Show of hands for categories
- Compare to these – can ‘spy’ on competitors John Lewis = 45 vs Asda = 3 Barclays 27 vs HSBC = 16
- Not interesting to talk about, but errors need sorting if your serious about being data-driven
- Stackies are a competition where companies share their Martech. This is a nice visual, but needs more structure
- This is a better structure for B2B – you will recognize many of these
- We wanted to simplify further – here we have 7 essential categories of Martech and how they can support a business
- This is how ours compares – try this after
- Marketing automation is key, here is another example of automated real-time personalised messaging which works well for Smart Insights Compare response rates to email marketing due to use context and personalisation
- AI becomes important when you get the basic Marketing Automation and Personalization in place
- A couple of examples of future Natural Language Generation. Left = generates email subject lines for you. Right = writes copy for you!
- Scott Brinker again has this framework for improving content marketing. Move away from downloadable B2B lead gen assets to interactive apps like thse we’ve built.
- Complemented by visual downloads if you prefer
- Try this one out