Download - How to Master your MarTech Stack
HOW TO
MASTER
YOUR
MARTECHSTACK
Strategic frameworks for evaluating and prioritizing specific opportunities for your business
©2017 • Mark Osborne • Ten Truths Marketing, Inc.
Keys to Success with MarTech
Focus • what problem, if solved, would have the biggest impact? ‘First Principles’ of Marketing – the core challenges of marketing
• Gaining insight on their customers’ wants, needs, and the ways they fulfill them
• Crafting messaging that will influence the customer to take action• Delivering this message efficiently and effectively to the right audience, in
the right context• Facilitating an exchange of goods / services for money via a transaction
A ‘First Principles’ Review of 10 Popular Marketing Technologies
What is your organizational maturity with Customer Data and Marketing TechnologyLevel 1 • Channel Specific focused organizationLevel 2 • Cross Channel focused organizationLevel 3 • Customer focused organizationLevel 4 • Relevancy focused organization
Organizational Assessment Scoring Guidelines
Bringing it all togetherProblem • Solution alignmentSolution • Organization alignment
Chart of Marketing Tech and Organizational impact
OVERVIEW
©2017 • Mark Osborne • Ten Truths Marketing, Inc.
MARKETING TECHNOLOGY IS HARD
BUT IT’S IMPORTANT
‘FIRST PRINCIPLES’ IS A STRATEGIC FRAMEWORK
COMBINED WITH ORGANIZATIONAL ‘READINESS SCORE’
GUIDES MARKETERS TO SUCCESS WITH MARTECH©2017 • Mark Osborne • Ten Truths Marketing, Inc.
MARTECH IS BIG AND GETTING
BIGGERFor at least 25% of marketers over half of budget goes to technology
Marketing Leaders must become masters in Consumer Data and Marketing
Technology
Over 70% of marketers:
“MarTech budget is increasing”
©2017 • Mark Osborne • Ten Truths Marketing, Inc.
MARTECH IS HARD49% of Marketers need ‘Better Integration of MarTech’
Lack of MarTech Strategy is 2nd biggest problem
©2017 • Mark Osborne • Ten Truths Marketing, Inc.
TOO MUCH MARTECH
3800+ • 87% growth in last year©2017 • Mark Osborne • Ten Truths Marketing, Inc.
FIRST PRINCIPLES OF MARKETING
The core challenges of marketing • comprehensive:• Gaining insight on customers’ wants,
needs, and the ways they fulfill them• Crafting messaging that will influence
the customer to take action• Delivering messages efficiently and
effectively to the right audience, in the right context
• Facilitating an exchange of goods / services for money via a transactionFilter MarTech options with this view
Identify biggest needs and opportunities©2017 • Mark Osborne • Ten Truths Marketing, Inc.
TEN MARTECH SOLUTIONSFirst Principles Assessment
©2017 • Mark Osborne • Ten Truths Marketing, Inc.
TEN MARTECH SOLUTIONSFirst Principles Scores
©2017 • Mark Osborne • Ten Truths Marketing, Inc.
ORGANIZATIONAL READINESS• CUSTOMER DATA + TECH •4 LEVELS
1• Channel Specific focused organizations2• Cross Channel focused organizations3• Customer focused organization4• Relevancy focused organizations
3 DIMENSIONSGovernance • Who leads data and tech tool strategy?Data • What types of data? Integration? Frequency?Business Impact • What decisions? How comprehensive?
©2017 • Mark Osborne • Ten Truths Marketing, Inc.
MARTECH READINESS
©2017 • Mark Osborne • Ten Truths Marketing, Inc.
ALIGNMENT = SUCCESSOnly 21% of
Marketers have ‘transformative
success’ with Data & Tech
Why so few?Lack of Alignment
Need Alignment for ‘Problem • Solution’Need Alignment for ‘Solution • Organization’
©2017 • Mark Osborne • Ten Truths Marketing, Inc.
TEN MARTECH SOLUTIONSComplexity Scores
©2017 • Mark Osborne • Ten Truths Marketing, Inc.
TEN MARTECH SOLUTIONSComplexity Combined with Impact
©2017 • Mark Osborne • Ten Truths Marketing, Inc.
HAPPYSTACKI
NG©2017 • Mark Osborne • Ten Truths Marketing, Inc.
• *Full disclosure, I work for MarketShare, a division of Neustar, who offer a number of data solutions and marketing technologies on this list (and a larger number not included), so feel free to discount my evaluations and make your own if they seem stilted.
• Getty Image Embed:• Businessman contemplating building blocks http://www.gettyimages.com/license/88586402• Pile of pebble Stones over blue sky and sea. http://www.gettyimages.com/license/157310348
• https://www.emarketer.com/Article/Marketers-Look-Tech-More-Sales-Leads/1014619• https://www.emarketer.com/Article/B2B-Firms-Have-Several-Marketing-Tech-Systems-Integrate/101
4559• https://www.emarketer.com/Article/B2B-Firms-Have-Several-Marketing-Tech-Systems-Integrate/101
4559• https://www.emarketer.com/Article/CRM-Strengthens-Data-Driven-Marketing/1014645• https://www.emarketer.com/Article/Many-Marketers-Recognize-They-Falling-Short-with-Technology/
1014780• https://www.emarketer.com/Article/Marketing-Technology-Budgets-Still-on-Rise/1014859• https://www.emarketer.com/Chart/Change-Data-Driven-Marketing-Spending-According-US-Marketin
g-Professionals-Q3-Q4-2016-of-respondents/202552• https://www.emarketer.com/Chart/Level-of-Success-of-Big-Data-Their-Business-According-US-Execu
tives-Dec-2016-of-respondents/203051• https://www.emarketer.com/Article/Spending-on-Data-Driven-Marketing-Set-Rise/1015010• https://www.emarketer.com/Article/How-Long-Take-Completely-Incorporate-New-Technologies-Mark
eting-Efforts/1013555• https://www.emarketer.com/Article/Marketers-Shift-2016-Budgets-Attention-Marketing-Technology/
1013661
References
©2017 • Mark Osborne • Ten Truths Marketing, Inc.
References
©2017 • Mark Osborne • Ten Truths Marketing, Inc.