Podcasts about martech stack

Marketers are betting big on AI—but are they playing a losing hand? 75% of leaders say AI is a key differentiator for their business, yet only 15% are confident they're investing in the right areas. In this episode of Content Disrupted, Skyword's Dan Baptiste sits down with HumanX Co-founder and CEO Stefan Weitz to uncover the massive gap between AI hype and real-world execution. They dive into the illusion of AI proficiency, the dangers of treating AI as a content machine rather than a strategic tool, and the key steps and mindset shift leaders must embrace to take meaningful advantage of AI. If you think you're leveraging AI correctly, this episode might make you think again. And don't miss: The next HumanX conference is coming up! Check out the details https://www.humanx.co/.

In today's fast-moving digital world, having a well-organized MarTech stack helps marketers streamline their work, use data to create personalized campaigns, and achieve efficient, measurable results across various channels. In this episode of the CMO Series, Yasmin Zand talks with Jaclyn Braga, Director of Marketing and Business Development at Morse, and Jenny Hills, Marketing Operations Manager at Axinn, about the importance of MarTech for law firms. They discuss key tools and the challenges and opportunities that adopting these technologies opens up. Jaclyn, Jenny and Yasmin Cover: Martech stacks and the tools their teams find most useful The roadblocks faced in adopting new tech, and how to overcome them How has Martech evolved in the legal industry, and which tools had the biggest impact in smaller mid-size firms AI's role in Martech stack, and its influence on team strategy How to advocate for Martech upgrades and get buy-in from leadership How to measure success when it comes to Martech strategy Advice for others looking to optimize their efforts using Martech

What's up everyone, today we have the pleasure of sitting down with Danny Lambert, Director of Marketing Operations at dbt Labs. Summary: Marketers often feel like they're battling a dragon when it comes to integrating data. We're overwhelmed by technical jargon, stuck with outdated methods, and facing roadblocks from data teams. Danny walks us through his journey of cautiously entering the data world and the role dbt can play for marketing teams. By learning just enough SQL, knowing what tools you need to get started with and leaning on dbt's tools, you can start small and gradually build a warehouse-first martech stack. The reward is more control over your data, flexibility to deploy personalized campaigns independently, and a competitive edge that no pre-packaged solution can match.About DanielDanny started his career at an event solutions company where he wore several different marketing hats including getting his first taste of marketing automation  He then worked in marketing ops at IZEA, at marketplace that connects brands with influencers before having a short stint at McGaw.io one of the leading martech and analytics agenciesHe then moved over to healtech at CareCloud where he led Demandgen and ABMHe then transitioned to Rev.com the popular transcription company where he started in marketing ops, then demand gen before being promoted to Director of Integrated MarketingAnd today Dan is Director of Marketing Operations at dbt Labs, the creators of the most popular software for data transformation used by data engineers at more than 20k companiesNavigating the Disconnect Between Marketers and Data TeamsMany marketers struggle to engage with data teams because they feel worlds apart. Danny points out that it's a lot like the early days of marketing's relationship with product teams. Before product-led growth (PLG) became a buzzword, marketers and product teams operated in separate silos. It took a concerted effort to break that wall, and the same shift is needed with data. Marketers often find the mechanics of data engineering and warehousing intimidating, and for good reason—they weren't trained for it. But it doesn't have to be that way.Danny recounts his time at CareCloud, where he was exposed to the concept of a data warehouse. The idea was gaining traction, and he attended a Snowflake event to grasp the essentials. After an hour of slides and schemas, he walked out just as confused as when he walked in. The issue wasn't the information; it was the delivery. Marketers need to see things in action. Theoretical talks don't cut it—practical, straightforward tutorials that walk you through the steps are what marketers crave. Installing tools like dbt and seeing data move can make it all click. It's the difference between hearing about a new tool and actually feeling it work in your hands.There's also a major gap in educational resources that cater to marketers. As Danny highlights, marketing professionals who want to embrace data often get lost in the flood of courses and jargon-heavy materials. It's a jungle out there—marketers want concise, actionable guidance, not a deep dive into tech theory. Without the right content, many opt to stay in their lane, using tools and methods they already know. It feels safer, especially when they're under pressure to perform quickly.Danny points out that this pressure to ramp up fast can discourage experimentation with a warehouse-first approach. New roles often come with tight timelines, and there's a tendency to lean on old habits. Shifting to something like data warehousing means slowing down, learning the ropes, and building enough belief in the new approach to back it up internally. But if you've spent years doing things differently, it's hard to develop the conviction needed to push for change. Confidence comes from exposure and understanding, but without that, the warehouse-first idea feels too foreign to champion.Key takeaway: Marketers often shy away from data teams because they lack practical, accessible education and feel pressured to stick with familiar methods. Building confidence through hands-on learning and real-world examples is crucial for integrating data and marketing in a meaningful way.Overcoming Barriers to Data Literacy in MarketingMany marketers hesitate to engage deeply with data, often because they don't see it as central to their roles. Danny explains that for most, data feels like a secondary tool—something meant to assist rather than dominate their day-to-day work. The challenge is that the pathway to becoming data-savvy isn't straightforward. Even among those who've made the leap, each person's journey looks different. Some take online courses, like those on Codecademy, learning SQL from scratch. Others find mentors who guide them through the maze of data management, or they happen to work in environments where they can lean on a data specialist nearby. But there's no universal roadmap, which makes the process feel daunting.Danny believes that the lack of a clear, predictable path to mastering data is one of the biggest hurdles marketers face. With so many options available—some technical, others more hands-on—marketers often struggle to identify which approach will actually get them the skills they need. For those with limited time, this uncertainty can be a dealbreaker. Without knowing if the investment will pay off, it's easier to focus on other areas of marketing that feel more familiar and essential. Danny points out that while resources like Udemy are improving the situation, marketers still need a straightforward, reliable way to become proficient in data.Another critical factor is the perceived opportunity cost. Marketers are often juggling multiple responsibilities, from staying up-to-date with industry trends to managing campaigns. For many, the idea of dedicating time to learning data—an area they may feel they have minimal expertise in—feels like too large a barrier. Why spend time learning about data warehousing when there are immediate, pressing marketing concepts to master? This fear of committing time and energy to an unfamiliar, complex area keeps many from taking the first step.Danny emphasizes that while the accessibility of learning tools is improving, there's still a significant gap. Even for those who want to upskill, the fear of the unknown and the lack of a guided pathway can make it feel like an insurmountable challenge. Until marketers can see a clear, accessible way to develop these skills, many will remain hesitant to dive into data, choosing to stick to familiar ground instead.Key takeaway: Marketers often shy away from learning data skills due to a lack of accessible, consistent learning paths and the fear of time investment without guaranteed outcomes. Creating structured, easy-to-follow resources is crucial to making data literacy a viable option for busy professionals.Unlocking the Full Potential of Data with dbtDanny describes the transformation dbt brings to the data landscape, making it accessible not just to engineers but also to marketing ops and other non-engineering teams. In the past, accessing and manipulating data was a highly specialized skill, often requiring a marketer to rely heavily on a single engineer. As Danny puts it, you needed to build a relationship with this “one person in a closet somewhere” to get any insight or change implemented. This old approach made data access exclusive, slow, and frustrating for teams trying to move fast.With dbt, Danny explains, the dynamics shift dramatically. It creates different roles and permission levels for everyone interacting with data, enabling a self-service model for marketers and operat...

This week we sit down with M.H. Lines, founder of Stack Moxie, to explore how automated testing and monitoring can prevent Martech failures. M.H. shares insights from her experience as a marketing operations leader and explains why many revenue teams are still vulnerable to unexpected system breakdowns. We dive into the challenges that come with managing complex Martech stacks and why early detection through automated tools is essential for keeping operations running smoothly.M.H. also reflects on her journey from marketing leadership to founding Stack Moxie, including how she navigates being a venture-backed startup without compromising on her core principles. Thanks to Our SponsorMany thanks to the sponsor of this episode - Knak. If you don't know them (you should), Knak is an amazing email and landing page builder that integrates directly with your marketing automation platform. You set the brand guidelines and then give your users a building experience that's slick, modern and beautiful. When they're done, everything goes to your MAP at the push of a button. What's more, it supports global teams, approval workflows, and it's got your integrations. Click the link below to get a special offer just for my listeners. Try Knak About Today's Guest M.H. Lines founded Stack Moxie in 2018 to bridge the gap between engineering and no-code technology for the SaaS economy. She has helped teams in marketing and technology both in-house and as a consultant at companies like Terex, Cohn & Wolfe, Microsoft, Lowes, The Tile Doctor and IBM Watson Health. MH received an undergraduate degree from The Florida State University in Finance, and her MBA from the Foster School of Business, University of Washington with a focus on Technology Management. https://www.linkedin.com/in/mhlines/Key Topics[00:00] - [00:00] - Introduction[01:49] - Secrets to Gap Folding[03:55] - From marketing to MOPS[07:54] - MOPS as strategic vs. service provider[14:28] - Being wired as a founder[17:55] - Working in mega-enterprise[22:59] - Observability for MOPS[34:35] - Observability and AI[39:12] - Being a VC-backed founder Thanks to Our SponsorBig thanks goes out UserGems for sponsoring today's episode. We all know running outbound is a huge pain—you need to manage a dozen different tools and data sources and it takes ton of manual work to keep it all going. UserGems solves that with one platform to capture signals and automate next steps with workflows and AI.You get a library of the most impactful signals in one place, automated playbooks to make sure your team executes consistently, and Gem AI to create personalized messaging for each prospect. So stop wasting time and start targeting your most promising buyers with less headcount. Click the link below for a special offer just for my listeners. Try UserGems Resource LinksThe Official Home of Stack Moxie and Revenue Observability Learn MoreVisit the RevOps FM Substack for our weekly newsletter: Newsletter

Head of Growth at Zuper, Rob Freedman, delves into the strategic integration of AI into your MarTech stack. Discover how SaaS companies are leveraging artificial intelligence to drive sustainable growth and enhance customer acquisition strategies. Rob explores the key areas where AI, like generative tools and data processing, can revolutionize your marketing efforts. Learn how to unlock growth opportunities and optimize your field sales and service management effortlessly with Zuper. Connect With: Rob Freedman: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Head of Growth at Zuper, Rob Freedman, delves into the strategic integration of AI into your MarTech stack. Discover how SaaS companies are leveraging artificial intelligence to drive sustainable growth and enhance customer acquisition strategies. Rob explores the key areas where AI, like generative tools and data processing, can revolutionize your marketing efforts. Learn how to unlock growth opportunities and optimize your field sales and service management effortlessly with Zuper. Connect With: Rob Freedman: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In need of a new tool? How do you know if your current ones are working? Do you have too many tools and need to get rid of some? This episode with Philippe Ruttens, CMO at Tyk, gives a full rundown on MarTech. You'll learn:A bare bones MarTech stack every marketer needsHow MarTech stacks change as you scaleHow to decide whether certain tools are worth itHow many tools you need at any one point For more details on the best MarTech tools according to Philippe and Tyk's MarOps expert, see here. For the LinkedIn post Philippe mentioned, see here. FINITE nor Philippe have any partnerships or affiliations with the vendors mentioned in this episode and its supporting articles. 

In this episode, hosts Chris Boyer and Reed Smith dive deep into the complex world of marketing technology, exploring the essential tools and strategies that power successful marketing teams. From foundational elements like website CMS and analytics to advanced AI-driven solutions, they dissect the marketing tech stack, providing insights into its construction, optimization, and the challenges faced by marketers- specifically for health systems.  Also - please be sure to leave your comments to be featured in episode 400 - you can do it here: https://www.speakpipe.com/TouchPoint400 Mentions from the Show: Reed Smith on LinkedIn Chris Boyer on LinkedIn Chris Boyer website Learn more about your ad choices. Visit megaphone.fm/adchoices

Is less truly more when it comes to your MarTech stack? In this episode of the Brand Intelligence Podcast, join co-hosts Tessa Court, CEO of IntelligenceBank and William Tyree, CMO of IntelligenceBank, as they reveal how a consolidated MarTech stack can lead to significant productivity gains and enhanced brand compliance. They dive into real-life examples and discuss the importance of a unified platform for content collaboration, reviews, and distribution. Whether you're a marketing leader seeking to boost your team's efficiency or interested in the latest marketing technology trends, this episode offers valuable insights If you're a CMO or brand manager looking to improve campaign production, approvals, digital assets and brand governance, visit us at http://www.IntelligenceBank.com

Head of Growth at Zuper, Rob Freedman, delves into the strategic integration of AI into your MarTech stack. Discover how SaaS companies are leveraging artificial intelligence to drive sustainable growth and enhance customer acquisition strategies. Rob explores the key areas where AI, like generative tools and data processing, can revolutionize your marketing efforts. Learn how to unlock growth opportunities and optimize your field sales and service management effortlessly with Zuper. Connect With: Rob Freedman: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Head of Growth at Zuper, Rob Freedman, delves into the strategic integration of AI into your MarTech stack. Discover how SaaS companies are leveraging artificial intelligence to drive sustainable growth and enhance customer acquisition strategies. Rob explores the key areas where AI, like generative tools and data processing, can revolutionize your marketing efforts. Learn how to unlock growth opportunities and optimize your field sales and service management effortlessly with Zuper. Connect With: Rob Freedman: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

For most of us in B2B, the marketing automation platform - aka "MAP" - is the anchoring piece of technology in the martech stack.When I was first buying a MAP, there were way more options than today, but generally they all bundled a few core features together — sending emails, segmenting audiences, and creating workflows.But is there a reason why you need to do your lifecycle processing in the same tool that you send emails with? What does a Martech stack look like where these roles are distributed differently?Today's guest has answered that question and built an elegant and high-performing composable stack.Thanks to Our SponsorMany thanks to the sponsor of this episode - Knak. If you don't know them (you should), Knak is an amazing email and landing page builder that integrates directly with your marketing automation platform. You set the brand guidelines and then give your users a building experience that's slick, modern and beautiful. When they're done, everything goes to your MAP at the push of a button. What's more, it supports global teams, approval workflows, and it's got your integrations. Click the link below to get a special offer just for my listeners. Try Knak About Today's Guest Niels Fogt is Sr. Director, Automation Solutions at tray.io. He's led and participated in a wide variety of initiatives within growth and marketing. Strong technical acumen. UX roots.https://www.linkedin.com/in/uxstrategist/Key Topics[00:00] - Introduction[02:31] - Niels' journey as a martech architect [06:06] - Challenges with the traditional martech stack[09:13] - Developer mindsets and service-oriented architecture[12:10] - Applying automation capabilities across the organization[14:09] - Components of Tray's martech stack[15:02] - The role of a customer journey tool[16:07] - Centralized lead processing in Tray[17:23] - Event collection[19:09] - Streaming events into automation tool vs. data warehouse [22:21] - Native vs. custom integrations[29:15] - Benefits of having a workflow layer in Tray vs. in a MAP[32:02] - Economics of using an iPaaS as a workflow layer[34:50] - Composable martech stacks [39:03] - Skillsets needed to operate a composable stack[40:01] - Future capabilities[41:25] - Relationship to business stakeholdersResource LinksWhy low code is the future of lead management (and RevOps)Introduction to the lead processing pipeline on Tray.ioOpen source RevOps: Taking a closer look at the first few steps of the lead processing pipeline Learn MoreVisit the RevOps FM Substack for our weekly newsletter: Newsletter

“The empathy that you have to exhibit and learn in sales on a 1-to-1 basis, that only helps you when you're trying to go 1-to-many…” Zoë Hartsfield is a Salesperson trapped in a Marketer's body. She spends her 9-5 running executive evangelism programs, managing influencer relationships and creating content. She spends her 5-9 running, traveling and again, creating content. Check her out at @nottoocorporate on TikTok and Instagram, or give her a follow on LinkedIn for her thoughts on sales, marketing, mental health, and career development in the tech industry. Questions and topics we covered include: The advice she has for anyone who wants a marketing job and is coming from sales, support, etc. Her red flags to look out for when applying to a marketing jobs How to leverage sales experience in a new marketing role What does it mean to be an evangelist? “Community” as a role in a marketing team… Should a community function and a customer advisory board go hand-in-hand? The most important business skill marketers should be learning today, but they're probably ignoring… How can marketers help create sales collateral that actually gets used? What should marketers look for when selecting/recommending software to add to the MarTech Stack? Does every marketer need a side hustle? And more! You can connect with Zoë through LinkedIn - https://www.linkedin.com/in/zoehart/ And you can also connect with me through LinkedIn - https://www.linkedin.com/in/kennysoto/ Past guests of The People of Digital Marketing include April Dunford, Amanda Goetz, Melissa Rosenthal, Bill Macaitis, Miruna Dragomir, Andrew Capland, Erik Newton, Andy Crestodina, Sarah Bedrick, Michael Wieder, Dan McGaw, Kathleen Booth, Foti Panagiotakopoulos, Tommy Walker, Lea Pica, Maya Grossman, Sara Pion, Margaret Kelsey, and more. Music for this podcast comes from www.davidcuttermusic.com

In December of 2022, digital marketers in the healthcare industry were impacted by an expanded definition of PHI or personal health information in the HIPAA, or the health insurance portability and accountability act regulations, which are the the federal law in the United States that protects sensitive patient health incormation from being disclosed. While this impacts healthcare companies in the US most specifically, and our conversation today is going to center around healthcare marketers, there are lessons to be learned here for marketers in any industry or locale where consumer data privacy is under increased scrutiny and regulations Today we're going to talk about creating a HIPAA-compliance marketing technology stack, and how to not sacrifice marketing effectiveness while still protecting consumer data, in this case personal health information. To help me discuss this topic, I'd like to welcome Ray Mina, Head of Marketing at Freshpaint. RESOURCES PartnerHero: to waive set up fees, go to https://partnerhero.com/agile and mention “The Agile Brand” during onboarding! Freshpaint website: https://www.freshpaint.com Privacy First Framework Article: https://www.freshpaint.io/blog/privacy-first-framework-for-hipaa-compliance The Agile Brand podcast website: https://www.gregkihlstrom.com/theagilebrandpodcast Sign up for The Agile Brand newsletter here: https://www.gregkihlstrom.com Get the latest news and updates on LinkedIn here: https://www.linkedin.com/company/the-agile-brand/ For consulting on marketing technology, customer experience, and more visit GK5A: https://www.gk5a.com Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company SYNOPSIS n this episode, the speaker discusses the challenges faced by healthcare organizations in highly regulated industries, such as healthcare, where a compliance-driven mindset often hinders progress. This mindset is characterized by a tendency to avoid taking risks and halt all activities when problems arise. However, the speaker emphasizes that this approach is ineffective for achieving patient-focused outcomes. Instead, they suggest adopting a mindset shift that focuses on finding effective ways to address issues while still complying with regulations. To navigate the compliance landscape more effectively, the speaker mentions the availability of tools like Fresh Paint for healthcare organizations. They emphasize that although this approach may differ from traditional methods, it is not necessarily more difficult. The key is to embrace a mindset shift that prioritizes patient outcomes and adapts to the changing regulatory environment. The concept of "compliance by design" is also discussed in the episode, which involves incorporating compliance considerations from the start of any project or initiative. By integrating compliance into the operational side of healthcare organizations, they can avoid losing sight of patients and other important aspects, such as marketing. This approach allows organizations to use the tools that work best for them while still ensuring compliance. For organizations that have made some progress in addressing compliance but have not fully shifted their mindset, the speaker advises assembling the right team and having conversations about consumer privacy and data management. They stress the importance of understanding the content on their website and where the data is being sent. This proactive approach is seen as a best practice in healthcare, as consumer privacy concerns continue to grow and gain attention in politics. The episode emphasizes the importance of having the right team in place to address data privacy and compliance issues. The speaker suggests including individuals such as chief compliance officers, senior general counsel, and IT professionals to ensure that these concerns are effectively addressed. The first step in addressing data privacy and compliance is to build a team that can handle these issues effectively. This team should consist of individuals from legal, compliance, and IT departments, as well as any third-party auditors that can assist in the process. By bringing together a diverse group of experts, organizations can ensure that all aspects of data privacy and compliance are addressed. The speaker also highlights the importance of understanding the data practices of the organization. This includes conducting an audit of the website and its subdomains to identify all web trackers and tools being used. By understanding what data is being collected and how it is being used, organizations can better assess their compliance needs and identify any potential risks. Furthermore, the Ray Mina from Freshpaint mentions the need for organizations to assess whether they are sharing protected health information (PHI) with third-party tools. In cases where PHI is being shared, organizations must ensure that appropriate legal frameworks, such as business associate agreements (BAA), are in place to protect the privacy and security of the data. Overall, the episode emphasizes the importance of having a knowledgeable and diverse team in place to address data privacy and compliance issues. This team should conduct audits, assess data practices, and ensure that appropriate legal frameworks are in place to protect sensitive information.

In December of 2022, digital marketers in the healthcare industry were impacted by an expanded definition of PHI or personal health information in the HIPAA, or the health insurance portability and accountability act regulations, which are the the federal law in the United States that protects sensitive patient health incormation from being disclosed. While this impacts healthcare companies in the US most specifically, and our conversation today is going to center around healthcare marketers, there are lessons to be learned here for marketers in any industry or locale where consumer data privacy is under increased scrutiny and regulations Today we're going to talk about creating a HIPAA-compliance marketing technology stack, and how to not sacrifice marketing effectiveness while still protecting consumer data, in this case personal health information. To help me discuss this topic, I'd like to welcome Ray Mina, Head of Marketing at Freshpaint. RESOURCES PartnerHero: to waive set up fees, go to https://partnerhero.com/agile and mention “The Agile Brand” during onboarding! Freshpaint website: https://www.freshpaint.com Privacy First Framework Article: https://www.freshpaint.io/blog/privacy-first-framework-for-hipaa-compliance The Agile Brand podcast website: https://www.gregkihlstrom.com/theagilebrandpodcast Sign up for The Agile Brand newsletter here: https://www.gregkihlstrom.com Get the latest news and updates on LinkedIn here: https://www.linkedin.com/company/the-agile-brand/ For consulting on marketing technology, customer experience, and more visit GK5A: https://www.gk5a.com Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company SYNOPSIS n this episode, the speaker discusses the challenges faced by healthcare organizations in highly regulated industries, such as healthcare, where a compliance-driven mindset often hinders progress. This mindset is characterized by a tendency to avoid taking risks and halt all activities when problems arise. However, the speaker emphasizes that this approach is ineffective for achieving patient-focused outcomes. Instead, they suggest adopting a mindset shift that focuses on finding effective ways to address issues while still complying with regulations. To navigate the compliance landscape more effectively, the speaker mentions the availability of tools like Fresh Paint for healthcare organizations. They emphasize that although this approach may differ from traditional methods, it is not necessarily more difficult. The key is to embrace a mindset shift that prioritizes patient outcomes and adapts to the changing regulatory environment. The concept of "compliance by design" is also discussed in the episode, which involves incorporating compliance considerations from the start of any project or initiative. By integrating compliance into the operational side of healthcare organizations, they can avoid losing sight of patients and other important aspects, such as marketing. This approach allows organizations to use the tools that work best for them while still ensuring compliance. For organizations that have made some progress in addressing compliance but have not fully shifted their mindset, the speaker advises assembling the right team and having conversations about consumer privacy and data management. They stress the importance of understanding the content on their website and where the data is being sent. This proactive approach is seen as a best practice in healthcare, as consumer privacy concerns continue to grow and gain attention in politics. The episode emphasizes the importance of having the right team in place to address data privacy and compliance issues. The speaker suggests including individuals such as chief compliance officers, senior general counsel, and IT professionals to ensure that these concerns are effectively addressed. The first step in addressing data privacy and compliance is to build a team that can handle these issues effectively. This team should consist of individuals from legal, compliance, and IT departments, as well as any third-party auditors that can assist in the process. By bringing together a diverse group of experts, organizations can ensure that all aspects of data privacy and compliance are addressed. The speaker also highlights the importance of understanding the data practices of the organization. This includes conducting an audit of the website and its subdomains to identify all web trackers and tools being used. By understanding what data is being collected and how it is being used, organizations can better assess their compliance needs and identify any potential risks. Furthermore, the Ray Mina from Freshpaint mentions the need for organizations to assess whether they are sharing protected health information (PHI) with third-party tools. In cases where PHI is being shared, organizations must ensure that appropriate legal frameworks, such as business associate agreements (BAA), are in place to protect the privacy and security of the data. Overall, the episode emphasizes the importance of having a knowledgeable and diverse team in place to address data privacy and compliance issues. This team should conduct audits, assess data practices, and ensure that appropriate legal frameworks are in place to protect sensitive information.

A CMO Confidential interview with Auren Hoffman, the CEO of Safegraph and former Co-Founder & CEO of LiveRamp. Auren provides a deep look at data as people, places, companies and products crossed with time and price, shares his thinking on why marketing data is still in its infancy and usually less good than other data, and details why machine learning stacked on top of "mostly true data" will create exponential errors as machine learning scales. Key topics include why vendor management is one of the most important skills for the future, why "almost every company has way more people than they need," and how AI will transform marketing in the near future. Listen in to hear why he believes most companies should fire their procurement departments. Learn more about your ad choices. Visit megaphone.fm/adchoices See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this episode of In-Ear Insights, the Trust Insights podcast, Katie and Chris discuss how to thoughtfully add new marketing technology to your existing stack. They talk through the importance of gathering requirements upfront to ensure you select tools that solve your specific business needs. Katie asks questions to understand the impact of adding a [...]Read More... from In-Ear Insights: Changing Your MarTech Stack

This is a Tuesday Tips episode where you will hear host Drew Neisser, CMOs, and other B2B experts share their hard-earned wisdom and fresh marketing insights in a bitesize format. Featuring: Adriel Sanchez, Marca Armstrong, Susan Ganeshan, Ellie Ahmadi, Kevin Ruane, Grant Johnson, Heidi Bullock, Julia Goebel, Tara Robertson, and Melanie Marcus. To see the video versions, follow Drew Neisser on LinkedIn or visit our YouTube channel—The Renegade Marketing Hub! And if you're a B2B CMO, check out our thriving community: https://cmohuddles.com/

In this episode, Dan connects with Wall Street Journal bestselling author Steven Mark Kahan to discuss his latest book, High-Velocity Digital Marketing. An all-around digital marketing legend, during his career as CMO of several Silicon Valley startups, Steve helped engineer seven successful exits that generated an astounding $5 billion in shareholder value. He and Dan talk about how he managed to make it all happen - and it turns out, it's all about having the right plan.  Of course, the right plan is very, very thorough. Luckily, Steve (and his book) deliver exactly that. Over the course of their discussion, Dan and Steve take a deep dive into the elements of marketing, the importance of content, and just how critical it is to identify your audience correctly and speak to them in a way that resonates.  Listen in and... Discover powerful digital marketing techniques to skyrocket your online presence. Uncover the significance of grasping buyer personas for targeted campaigns. Explore the crucial role of consistent content creation in engaging customers. Learn the importance of data-driven marketing and evaluating success. Gain insights on choosing the best partners and agencies to boost your marketing efforts. Notable Quotes: “I found that the traditional path from school to climbing the corporate ladder at least for me, could not only be high-risk for my career, it could almost feel like a death trap.” – (2:59) - Steve “I asked myself a really important question and that question was, how can I earn a great living doing what I love?” – (4:14) – Steve “I've learned how to spot a startup that has a good chance for success versus one that doesn't.” – (6:47) – Steve ”I'm never concerned when I see that there's big competition in the market. I'm always concerned when I see that there's next to no competition in the market.” – (9:26) – Steve “You want to go to work everyday with a passion for the products the company creates as well as your role in creating it.” – (9:56) – Steve “I wouldn't want to take a job if I didn't align with the values of the company.” – (11:33) – Dan “You don't often lose business to a competitor as much as you lose it to the status quo.” – (25:33) - Steve “Never assume that the benefits a customer expresses, equates to impact.” – (31:28) – Steve “So many organizations don't train their sales or their partners on every single piece of content that they have.” - (42:54) – Steve “You need to turn your website into a lead magnet.” – (54:40) – Steve “If you get that content right and that is a big chunk of the battle.” – (1:11:00) – Steve  Key Moments: 00:00:00 - Introduction, 00:05:05 - Choosing a Startup, 00:12:33 - Importance of Stock Options, 00:17:23 - Digital Marketing Strategies, 00:28:50 - Importance of Agility, 00:15:57 - Lessons from a Failed Startup, 00:18:05 - Evaluating Startup Concepts, 00:22:30 - Understanding the Customer,  00:25:43 - Building Strong Value Propositions, 00:29:24 - Understanding Benefits vs. Impacts, 00:33:22 - Cybersecurity and Content Creation, 00:35:55 - Sincerity and Content Value, 00:45:03 - Content Stories and Sales Velocity, 00:48:12 - Managing Multifunctional Disarray, 00:51:37 - Importance of Metrics, 00:52:09 - The Martech Stack and Metrics, 00:54:08 - Practical Tips for Improving Lead Conversion Rates, 00:57:53 - The Importance of SEO and Google, 01:04:24 - Agency Selection and Scoring, 01:08:38 - Building Great Content, 01:10:56 - The Importance of Getting Content Right, 01:11:29 - The Future of Marketing, 01:14:16 - Recommendation for High-Velocity Digital Marketing,  About Steve Kahan Bestselling author Steven Mark Kahan has a formidable track record, successfully navigating seven startups to acquisition or IPO, amassing a total value exceeding $5 billion. A powerhouse in the world of startups, Steve is revered for his innovative digital marketing strategies that resulted in rapid revenue growth, market expansion, and robust returns for shareholders. In his most recent stint as CMO and Chief of Staff at Thycotic (now Delinea), he propelled the company to a remarkable $1.4B exit. His impact extends to other ventures like KnowledgeWare, PentaSafe, Postini, Quest Software, and The Planet. A past board member of Target Hunger, Steve channels his passion into philanthropic pursuits.  Steven Mark Kahan on LinkedIn Steve Kahan on Instagram Steve Kahan on Facebook Learn all about High-Velocity Digital Marketing - Be a Startup Superstar High-Velocity Digital Marketing: Silicon Valley Secrets to Create Breakthrough Revenue in Record Time on Amazon.com Dan Nestle Links The Dan Nestle Show (libsyn.com) Daniel Nestle | LinkedIn The Dan Nestle Show | Facebook Dan Nestle (@dsnestle) / Twitter   Timestamped summary of this episode (Generated by Capsho - and presented here unedited) 00:00:00 - Introduction,  Dan Nestle welcomes Steve Kahan, former CMO of cybersecurity firm, Thycotic and author of "High Velocity Digital Marketing" to discuss his journey in the startup world and important factors to consider before choosing a startup.   00:05:05 - Choosing a Startup,  Kahan shares four important attributes to look for when choosing a startup: quality people who share your values, a concept that fills a big market need, a great product you can get behind, and the startup being well-funded.   00:12:33 - Importance of Stock Options,  Kahan explains how stock options can be a game-changer for those looking to separate themselves financially. Working for a successful startup and seeing the value of those stock options grow can lead to significant financial gain.   00:17:23 - Digital Marketing Strategies,  Kahan discusses the importance of digital marketing strategies in building a successful startup, noting that they can be a cost-effective way to reach a large target audience. He breaks down some key strategies outlined in his book, "High Velocity Digital Marketing."   00:28:50 - Importance of Agility,  Kahan emphasizes the importance of agility in the startup world, noting that companies need to be able to pivot quickly and adapt to changing circumstances. He cites examples from his own experience helping startups navigate unexpected challenges.   00:15:57 - Lessons from a Failed Startup,  Steve shares his experience working for a startup in Japan that lacked differentiation in the market and eventually failed. He discusses the importance of identifying a unique product and positioning it effectively to stand out from competitors.   00:18:05 - Evaluating Startup Concepts,  Steve and Dan discuss evaluating startup concepts and identifying a must-solve problem for a specific audience. Steve shares his experience at Psychotic, where understanding the customer and crafting value propositions based on their needs led to significant growth and success.   00:22:30 - Understanding the Customer,  Steve emphasizes the importance of understanding the full context of the ideal target buyer's world and paying attention to their specific language. He shares his process of asking questions to customers and crafting value propositions that address the benefits and impacts that buyers want to make on their company.   00:25:43 - Building Strong Value Propositions,  Steve discusses the mistake many organizations make in building value propositions that align well with what they do, rather than what the seller cares about. He emphasizes the importance of crafting value propositions based on a full understanding of customers that address their specific needs and challenges.   00:29:24 - Understanding Benefits vs. Impacts,  Steve differentiates between benefits and impacts, with impacts being closer to the meaning that customers want to achieve in their lives. He emphasizes the importance of addressing both benefits and impacts in crafting value propositions that resonate with customers.   00:33:22 - Cybersecurity and Content Creation,  Steve Kahan discusses how weak or stolen privileged passwords are responsible for 80% of cyberattacks, and how his company created content stories to educate and provide value to their customers. He emphasizes the importance of tailoring content to the buyer's journey and creating incredible content that engages the buyer at every stage of the funnel.   00:35:55 - Sincerity and Content Value,  Kahan explains how being sincere and providing real value in content creation is crucial for engaging potential buyers. He shares examples of his company's free tools and risk assessments, which offered real value to the target market and helped to accelerate revenue growth at reasonable costs.   00:45:03 - Content Stories and Sales Velocity,  Kahan emphasizes the importance of content stories that tie together and support all stages of the funnel to maintain sales velocity. He highlights the need for ongoing partnerships and collaboration between functions to prevent breakdowns in the buyer's journey. Kahan stresses the importance of metrics and numbers to manage and optimize the sales and marketing process.   00:48:12 - Managing Multifunctional Disarray,  Kahan emphasizes the importance of managing metrics and numbers to identify and resolve breakdowns in the buyer's journey. He encourages organizations to instrument their sales and marketing processes in detail and manage them rigorously to maintain sales velocity. Kahan stresses the need for ongoing collaboration between functions to prevent breakdowns and optimize the buyer's journey.   00:51:37 - Importance of Metrics,  The importance of metrics and data analytics is discussed, with Steve Kahan emphasizing the need for ongoing refinement of data to improve marketing strategies.   00:52:09 - The Martech Stack and Metrics,  The Martech section of the book is discussed, with Steve Kahan providing a blueprint for building a successful marketing stack. He emphasizes the importance of measuring KPIs and setting revenue goals.   00:54:08 - Practical Tips for Improving Lead Conversion Rates,  Steve Kahan provides practical tips for improving lead conversion rates, including adding a "get a quote" button, minimizing friction in forms, using calls to action in every blog post, and catering to mobile users.   00:57:53 - The Importance of SEO and Google,  Steve Kahan emphasizes the importance of SEO and Google for businesses today, noting that companies should focus on both great content and SEO optimization to increase their visibility in search results.   01:04:24 - Agency Selection and Scoring,  Steve Kahan provides a scoring system for selecting digital agencies, emphasizing the need to choose partners who are all about the numbers and can provide expert analysis. He notes that selecting the right agency is crucial to a company's success.   01:08:38 - Building Great Content,  Steve shares his approach to building great content by having meetings twice a year with cross-functional teams to generate ideas. He prioritizes the best ideas and relies on his team's expertise to create high-quality content that resonates with the target audience.   01:10:56 - The Importance of Getting Content Right,  Steve emphasizes the importance of getting content right and making sure it resonates with the right buyer. He suggests that many companies struggle with the fundamentals of marketing, and focusing on these basics can make a significant difference.   01:11:29 - The Future of Marketing,  Dan asks Steve about the trends that marketers should be aware of. Steve responds that the focus should be on mastering the fundamentals of marketing rather than looking for a silver bullet. He also mentions that he is currently writing a murder mystery with James Patterson's co-authors.   01:14:16 - Recommendation for High Velocity Digital Marketing,  Dan highly recommends Steve's book, "High Velocity Digital Marketing," which offers practical advice on understanding the target audience, creating compelling content, measuring results, and improving marketing efforts. He also notes that David Meerman Scott wrote the book's foreword.    01:16:55 - Wrapping Up,  Dan thanks Steve for sharing his insights and experiences on the show. Steve expresses his pleasure in being a guest and shares his website and LinkedIn profile as the best places to find him.  

Austin is the Head of Marketing Technology at Ramp. He was an early employee at Branch metrics and eventually built a consulting company where he worked with companies like Walmart, AirBnB, Postmates and JPMorgan on their Martech initiatives. He sold that company to mPartcle and consequently became their Executive Vice President.  In this episode, we go through:  The evolution of Martech  The core components of a Martech Stack  Differences between a B2C and a B2B stack  How to approach Martech through different stages   Ideal org structures and profiles  --- Where to find Austin Austin's LinkedIn Profile --- Things we discuss:  Reforge Martech ETL vs CDP --- Where to find Patrick Patrick's LinkedIn ---   (2:46) The evolution of Martech and it's main phases  (6:05) The core components of a Martech stack  (10:09) How the core value prop of a CDP has changed and the newer solutions of modern stacks  (14:45) What an ETL can do in lieu of a CDP   (18:31) Identifying problems before figuring out the right tools (18:58) Tooling through various company stages  (21:16) Going deeper into company stages and investments that need to be made as companies grow and scale  (25:00) Ownership especially across product, engineering, and marketing (26:26) The differences between a B2C and a B2B stack (28:57) The complexities of a B2B stack which also encapsulates B2C motions  (31:50) Using a CDP for real time data change access as opposed to using ETLs  (33:50) Slicing tool sets between pre and post conversion motions (36:40) Org structure and Martech owners in B2C and B2B orgs (40:21) The ideal profile of a person leading or in Martech  (43:23) Where to find Austin!     

2023 will be a fascinating time for marketing and tech, and you may be wondering how to build and optimize your stack.In this episode, Join Dan McGaw and industry leaders Jon Miller, CMO of Demandbase, and Adam Greco, Product evangelist for Amplitude, as they discuss the most important tech stack trends you must consider to win big and boost revenues in 2023.It's no secret that the marketing technology landscape is constantly evolving. Driving growth in a tumultuous economy with your marketing technology investments will be critical. With consolidation happening all over the place, and major innovations in AI and first-party data, are you wondering what's next? Main Takeaways:Which tech stack trends you should be aware of How will the first-party revolution change your marketingHow to maximize your tech stack capabilities to reach revenue goalsHow to mitigate the risk of future budgetary cutsWhat are the key roles you should have on your teamDan's Top Tools for 2023:SegmentOrttoCount.coZapierJasper.aiDescriptJoin us every week as we journey to the bleeding edge of the modern tech stack. You'll hear from real experts on how to nail your strategy, build a revenue machine and take your sales to the next level. See all the ways to subscribe to “The Stack”

In Gartner's 2022 Marketing Technology Survey, marketers reported utilizing just 42% of the breadth of capabilities available in their martech stack. So, what's getting in their way? In this episode, David interviews Ben Bloom, Vice President, Analyst at Gartner. Ben shares the recent survey results and why it's so important for marketers to prioritize a technology assessment. Listen as David and Ben Discuss: What questions to ask yourself as you are assessing your tech. The gaps that are the hardest for marketers to overcome. What leaders can do to keep marketing technology top of mind. Why marketers must have a plan for underutilized marketing tools. Check out the resources mentioned: Assess Your MarTech Stack 2022 Marketing Technology Survey Insights [On-Demand Webinar] The Gartner 2022 Martech Survey: New Insights to Maximize ROI Manufacturing Demand by David Lewis Ben's LinkedIn David Lewis' LinkedIn DemandGen TV To hear this episode and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.

Customer experience is a main driver for growth. In this episode, David interviews Traci Michel, Chief Operating Officer at Metro Credit Union. In her 14 years at Metro Credit Union, Traci has mastered the art of putting members first. Listen as David and Traci discuss: The importance of meeting your members where they are. How to build personas for banking. What it takes to be prepared for changes in your MarTech Stack. Tips for reducing spend by managing your technology renewals. Check out the resources mentioned: Assess Your MarTech Stack The D3 Methodology E-book Manufacturing Demand by David Lewis Traci's LinkedIn David Lewis' LinkedIn DemandGen TV Explore DemandGen TV MarTech Demos  To hear this episode and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.

Despite being over 100 years old, Perdue Farms is still a beacon for the future of B2B and D2C business. Their e-commerce game is insanely impressive. From building out partner integrations that allow customers browsing recipes on their site to export the ingredients list into a cart at their local partner outlets, to partnering with Samsung to sell Perdue products from smart fridges, Perdue is already living in the future.But getting to that future comes with smart strategies and successful partnerships. David Zucker is the CMO at Perdue Farms, and he knows how to do it right. For example, he's taking advantage of the company's smaller D2C business to test out new products before launching to their B2B business in order to reduce risk. Main Takeaways:How Perdue finds success through making their partners successfulHow to be innovative while staying smartHow Perdue utilizes their D2C business to reduce risks for the companyLinks:The Benefits & Challenges of B2B Manufacturers Trading Directly Online and going D2C - SprykerDan's Top Tools:PriceSpiderBluecoreSalesforceJoin us every week as we journey to the bleeding edge of the modern tech stack. You'll hear from real experts on how to nail your strategy, build a revenue machine and take your sales to the next level.

Efficiency, effort, and details. Those are the three things that Dan Waldschmidt has focused on to drive Panzura to over 480% growth in just the past year. Dan is rocketing Panzura to insane heights by making careful decisions and getting the most from his team and tools. One way he's doing that is by creating seamless connectivity with an all-in-one suite model for his tech stack. He's also gone all in on Google products and training his team to get the most out of them.Main Takeaways:How Dan drove 480% growthLessons learned from Dan's tech stackCreating the ultimate customer experience by paying attention to small detailsDan's Top Tools:HarvestZoominfoGoogle WorkspaceJoin us every week as we journey to the bleeding edge of the modern tech stack. You'll hear from real experts on how to nail your strategy, build a revenue machine and take your sales to the next level.

In episode one of our Recession Resilience Miniseries, we explore what it means to ramp up marketing during a downturn. David Lewis dusts off a past episode that was recorded during the height of COVID-19. He interviewed Rob Bois, former Head of Dealer Marketing at CARFAX who shared how his team pivoted during challenging times. Listen as David and Rob discuss: How to deal with inheriting a complex MarTech Stack. Strategies to get out of Batch-and-Blast mode. Must-have weekly meetings that keep your team on track. How to use lead scoring to help sales teams prioritize their outreach. Check out the resources mentioned: Assess Your MarTech Stack The D3 Methodology E-book Manufacturing Demand by David Lewis Rob's LinkedIn David Lewis' LinkedIn DemandGen TV To hear this episode and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.

How do you build a reputation as a new company if what you're offering has never been done before? This is a feat Peep Laja, CEO and Founder of Wynter had to overcome when he brought Wynter to market. For him, a lot of it comes down to messaging and tracking where that messaging is working. In the early stages of tracking that data, Peep says “qualitative is king”. Peep is also focused on keeping things lean, and putting his efforts toward big clients that will drive their recognition. Main Takeaways:Why Peep calls qualitative data “king”Why and how he's turning prospects away that don't meet his ideal profileHow he's using strategy to keep a lean stackDan's Top Tools:WynterProfitWellIntercomJoin us every week as we journey to the bleeding edge of the modern tech stack. You'll hear from real experts on how to nail your strategy, build a revenue machine and take your sales to the next level.

When Tony Hsieh led Zappos to game-changing online success, he did it by putting the customer experience first. The story of the retailer is a marketing legend, and Aaron Magness was part of that.Aaron is the CMO at Thistle. He also spent 3 and half years with Zappos, where he learned the advantages and skills involved in making the customer experience a top priority. Now he's bringing that approach to Thistle to drive growth. He joins us to tell us all that he learned and how he's applying that today.Main Takeaways:Aaron's takeaways from his time at ZapposHow he creates the ultimate value for Thistle usersHow to best use and collect customer feedbackLinks:Tony Hsieh: Happiness Leads to ProfitsDelivering Happiness by Tony HseihDan's Top Tools:Survey KitKlaviyoPopSQLSegmentJoin us every week as we journey to the bleeding edge of the modern tech stack. You'll hear from real experts on how to nail your strategy, build a revenue machine and take your sales to the next level.

If you had one tactic that would drive 3X more results would you do it? Of course. But what if the caveat was an increased risk of losing those deals? Norullah Sharifi has found the answer on how to drive those 3X results without upping your risk factor. Multi-threading.For successful multi-threading, Norullah, VP of Sales Development at Sendoso, pushes value, not hacks. Given that Sendoso is a gift-giving platform, that value factor comes naturally to Norullah. As a result, his SDR and BDR teams are killing it. Today he tells us all about his go-to strategies and the tools at the top of his tech stack that makes it all happen.Main Takeaways:Why multi-threading works and how you should use itHow and why value matters most, and hacks die every timeHow attribution is triangulation, not always scienceLinks:What's the difference between SDR and BDR? by Dave GerhardtThe Challenger Customer Book Recommendation by Victor AntonioThe Challenger CustomerDan's Top Tools:SendosoChili PiperUTM.ioJoin us every week as we journey to the bleeding edge of the modern tech stack. You'll hear from real experts on how to nail your strategy, build a revenue machine and take your sales to the next level.

The tech stack is essential to any business in our modern age, but just introducing tools to your workflow isn't going to immediately solve problems. Your tech stack is only as good as the strategy to implement it.Chris Walker is the CEO of Refine Labs, a go-to market strategy firm that works with B2B SaaS companies to drive their demand engine. Chris thinks that too often people assume their tools are broken when really their strategy just sucks. Main Takeaways:Why strategy is key and how to improve yoursHow to avoid the common failure of gathering biased data from your customersHow to use dashboards to track successDan's Top Tools:AmplitudeMcGaw.io Keyword & Phrase ParserSegment

On Today's Show:Building a modern data stack is a must-have for fast-growing companies that care about the customer experience. And you can't build a modern data stack without having a good RevOps team to support it.Scott Edmonds, Chief Revenue Officer at Syncari, a data automation platform all about getting your tools in sync, joins us for this episode. Scott is a martech legend and was the first sales hire at Marketo and pushed global growth for the company. Main Takeaways:Why every company should be jumping on RevOpsScott's modern and cohesive approach to the data stackHow Syncari is using technographic data to stay on topLinks:Is The Modern Data Stack Overhyped? by nullQueriesUse Technographic Data To Build Powerful Audiences and Crush Lead Generation by Logan KellyDan's Top Tools:

Hugo Loriot, Partner at fifty-five, discusses changes in analytics and their impact on your martech stack. For larger companies, there's likely a team of people responsible for just managing the martech stack. However, less resourced companies are unlikely to have someone dedicated to that endeavor full-time and that can lead to complications, especially in the case of migrations. Today, Hugo talks about future-proofing your martech stack. Show NotesConnect With:Hugo Loriot: Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Hugo Loriot, Partner at fifty-five, discusses changes in analytics and their impact on your martech stack. For larger companies, there's likely a team of people responsible for just managing the martech stack. However, less resourced companies are unlikely to have someone dedicated to that endeavor full-time and that can lead to complications, especially in the case of migrations. Today, Hugo talks about future-proofing your martech stack. Show NotesConnect With:Hugo Loriot: Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In 2016, Datadog was in the top ten of Deloitte's Fast 500 List which ranks the fastest-growing companies in North America. The cloud monitoring and analytics platform exploded onto the market and has continued to make its presence known. Aygun Suleymanova joined the team in January 2022 as the VP of Product Marketing to expand on that growth. She's been flexing her expertise in product marketing for over a decade for various companies including five years at Salesforce. In this episode, she shares some of her significant strategies and the stack she uses to make it happen. One of the things we'll learn about is her focus on the percentage of penetration. This is a huge part of product marketing. Not only do you want to put forward a convincing product, but you also need the customers to love it and utilize as many bells and whistles as possible. That's what's going to drive expansions and renewals. She'll also tell us about the tools she's using to make meetings more efficient, and about how she utilizes a product wiki.Join us every week as we journey to the bleeding edge of the modern tech stack. You'll hear from real experts on how to nail your strategy, build a revenue machine and take your sales to the next level. Links: Battlecards in 60 Seconds by Crayon Competitive Intelligence

Alessandra Colaci joined Mailshake as VP of Marketing in 2020. For two years now, she's been leading with an approach to keep things simple and smart. For Mailshake, keeping things simple is important. As a sales outreach tool, they're in a crowded market, so their strategy is to rise to the top with effective simplicity. They also have the advantage of being a marketing forward company with Sujan Patel as CEO. That's something Alessandra really values about her workplace. She tells us about that in the interview. She also shares what she's looking to next, dark social. Dark social a big buzzword right now, but Alessandra is already focusing on how leadership is going to need to change their approach to marketing as it continues to evolve and become more prevalent.Join us every week as we journey to the bleeding edge of the modern tech stack. You'll hear from real experts on how to nail your strategy, build a revenue machine and take your sales to the next level.

Amplitude is a product intelligence a.k.a product analytics platform. Founded in 2012, the company has grown to be one of the leading platforms of its kind. That's largely in part because of their product lead growth strategy. A strategy that works uniquely well given what its platform is. Justin Bauer has been with Amplitude since 2017 as the Chief Product Officer. Justin's got a strong focus on data, and he's also focused on keeping that data moving him forward. That's why he has his team zone in on their North Star Metric. That metric is the key measure of success for the product team in a company. For Justin, that metric is their weekly learning user. In this interview, we'll learn more about what that means and how they're tracking it. Justin also shares more about their product lead growth strategy, why it works for them, and how he's built a stack that helps his team meet their goals.Join us every week as we journey to the bleeding edge of the modern tech stack. You'll hear from real experts on how to nail your strategy, build a revenue machine and take your sales to the next level.

Meet Mega International's Senior EMEA Marketing, Ben Beeching. You've probably heard of Mega International – the global SaaS software company for Enterprise Architecture, Business Process Analysis, Governance, Risk and Compliance, and Data Governance. But have you ever wondered how their marketing team is able to build compelling customer journeys that impact pipeline and speak so accurately to their buyer personas? Let's not sugarcoat it. Every single B2B marketer is currently overwhelmed by the amount of potential marketing technology tools at their disposal. Moreover, when you've selected the right technology to include in your matech stack, how do you know which sets of data to rely on to make informed decisions? What technology plays nicely together? Are you using the right social media management solutions to increase the impact of your organization's social media campaigns on the business? In this episode of the Radically Transparent podcast, Ben and Jen tackle what goes into producing the right content across different channels and stages of the funnel to build trust with buyers. Ben opens up about why it's so easy to lose the humanization aspect in marketing – and what B2B marketers can learn from their B2C counterparts when it comes to connecting with customers. Ben even explains how he is using social data to make informed decisions and impact the buyer journey, along with the rest of the technology in his martech stack. An episode not to be missed if you've ever found yourself questioning how to use social media to build personas and help take buyers down the funnel.

Secret Double Octopus was founded in 2015. The company jumped onto the growing demand for enterprise-level passwordless authentication. In 2020 they raised $15 million in the Series B funding round, and by 2021, they were named best in class for their category by the AITE Group. Their growth has been fast, so in 2021 they also brought on Horacio Zambrano as CMO to help scale the business accordingly. Horacio has launched multiple cybersecurity start-ups and has led marketing teams up to Series C. One of Horacio's big strategies is to collect and utilize intent data. His team then ties that data into a coordinated outreach strategy from SDRs and nurtures those leads for the long game. He tells us all about the stack he's built to collect and use that data, and he also shares the different strategies he uses to keep a functional stack in times of growth.Join us every week as we journey to the bleeding edge of the modern tech stack. You'll hear from real experts on how to nail your strategy, build a revenue machine and take your sales to the next level.

In August of 2021, Seismic made a big move and acquired Lessonly for $170 million dollars. Lessonly was and continues to be a teaching and enablement service, now operating under the Seismic umbrella. One of the big gains Seismic got from that acquisition was perhaps Kyle Lacy himself, who had formerly been the CMO of Lessonly. Kyle believes strongly in the power of enablement. He explained that if you're not enabling your team, you're not utilizing all of your tools and resources to the best of your abilities. He tells us more about how he's utilizing his stack to create a fully optimized stack. His other big belief is putting the customer experience first. No matter how good a tool is, if it doesn't provide the best experience possible for the customer, you may need to rethink having it in your stack. He shares all that and more.Join us every week as we journey to the bleeding edge of the modern tech stack. You'll hear from real experts on how to nail your strategy, build a revenue machine and take your sales to the next level.

ClickBank has been around since 1998 and serves over 6 million clients worldwide. In its nearly 25 years existence, they've honed in on what tools and strategies make its platform a success. Spud Rule is overseeing these strategies. He's spent over a decade in marketing, founding his own company and working with major brands such as Cabela's. Now he's the Director of Marketing at ClickBank. ClickBank's marketplace provides brands with affiliates to market their products. On the reverse of that, this also means they provide affiliates with brands. To keep up with the demand on both sides, the company has developed a unique strategy to move clients through a pipeline, internally developing high-quality affiliates for brands. They do this through their own platform, and by developing courses on Thinkific. Spud joins the show to explain more about how that works, the tools they use to make it work, and more.Join us every week as we journey to the bleeding edge of the modern tech stack. You'll hear from real experts on how to nail your strategy, build a revenue machine and take your sales to the next level.

Pam Didner: A big hello from Raleigh, North Carolina. Welcome to another episode of B2B Marketing & More with Pam. Christina Del Villar is our guest today. She's the author of the book called Sway. Does that sound cool or what?   Christina Del Villar: I think so.   Pam Didner: And the book is all about marketing strategy, revenue and growth. Woo-hoo. Like me, she is also a B2B marketer. So welcome, Christina.   Christina Del Villar: Thank you so much for having me. I'm super excited. I know, Pam, you and I could talk B2B geeky marketing for hours.   Pam Didner: Yes, yes, yes.   Christina Del Villar: Absolutely. Absolutely.   Pam Didner: So the topic we want to talk about today, and we want to get some insights and wisdom from Christina is how a marketer can better talk to the C-suite so they can understand us so much better. And marketing tend to be very complicated, and many marketers have a hard time helping their C-suite understand marketing's impact. So, Christina, do you have any suggestions in terms of what marketers should do, go about communicating with C-suite?   Christina Del Villar: I have so much, and it's interesting because I feel like marketers in general do a bad job marketing ourselves, right?   Pam Didner: What? That is not true.   Christina Del Villar: I know. I know. It's-   Pam Didner: I'm completely offended.   Christina Del Villar: Well, maybe you're amazing at it. There's some people who are amazing at it, but-   Pam Didner: Trust me, I'm not.   Christina Del Villar: Right. But I think that's the key issue that we have as marketers is really understanding, first off, that we are speaking a very different language than the leaders of our companies are speaking, right?   Pam Didner: Yeah.   Christina Del Villar: We are in our day-to-day, our minutia, and really trying to help the company overall. But then we have a really bad way of articulating what that is to leaders. So basically, whenever I go into a board meeting, I have one slide, and it shows the revenue that we brought in for our company. And it usually is all of the revenue that the company brought in, because we had an impact in that, some way, shape, or form, along that entire customer journey. And we'll start with that number, and then we can have conversations about it. And so that's where I start. Now, obviously, not everybody's going to be going into a board meeting. And so how do you talk about it? How do you phrase it? And how do you think about it? And I think that one of the key things that we need to do is really start understanding that we own revenue. We are the ones who are bringing in the revenue, and we need to start talking about it from that standpoint. I know you talk a lot about data and AI and how all that's playing into it, which I think is amazing. And we need to take that and really talk about what it is that we're doing, the value that we're bringing, the impact that we're having from the standpoint of revenue.   Pam Didner: That's great. I love that, but I know a lot of marketers, they have a hard time quantifying the revenue contribution.   Christina Del Villar: Yeah.   Pam Didner: So what are some of the specific steps they need to do from the get-go to make sure they capture that?   Christina Del Villar: There's the component of the data itself, like you're saying, and that actual revenue number, and then there's the attribution, right? And that's where we often have trouble with that. And so I like to take it a little bit further back and think about the entire customer journey and all of the things that marketers are doing as part of that customer journey. Like, starting with a product, what do we do with product and the product team to help them build a better product, think about features and functionality, look at pricing and bundling? We are involved in all of that when it comes to product. And again, we are involved so many different ways across that customer journey: sales, obviously marketing, sales enablement, and then even customer support and success. Again, we do a lot with B2B, so we're talking long-term contracts, multiyear contracts. And how can marketing help customer support and success ensure that we can reduce churn? So these are all areas that marketers actually already have a hand in. We just need to recognize that more and then help others in the organization understand the contributions we're making across that customer journey. Therefore, when we say, or when I go to the board meeting with my one slide that shows all the revenue we brought in for that quarter, and it's all attributed some way to marketing, they have a better understanding of what I mean by that, right? So I can say, "Well, by increasing our price and talking to product and increasing our price or changing our bundles, which allowed us to contribute more value and charge a higher price, this is how marketing contributed to revenue from that standpoint." From a sales enablement standpoint, what content, how did we help sales sell better, sell faster, sell bigger deals? Right? We can show that because now people understand all of the different ways that marketing has played in these different roles. And then from a customer success standpoint, again, when you're talking about churn, are we helping customer success build how to videos, or do webinars, or have FAQs on our website, or manage the knowledge base? What are we doing as marketers? Which, again, we're already doing all of this, we're just not thinking about it in terms of how it really is contributing to the overall number that we're looking at, which again is usually that revenue number.   Pam Didner: Number one is to expand a marketer's influence, kind of like when I call it upstream.   Christina Del Villar: Yeah.   Pam Didner: Like, as a part of product development, as a product, the bundling package, if you are selling SaaS-based platforms or whatnot. And understanding in terms of how the pricing work. And if you actually have external data or some insights to actually share that information, bring that in.   Christina Del Villar: Absolutely.   Pam Didner: And so that's on the product side. And on the sales side is obviously sales enablement. What can you do to actually support them? One of the easiest way to support them is actually share the content with them, especially for the long purchasing cycle. And content is one way of doing it. And also, if you understand their sales stages and along the different sales stages, what can you do to actually support them? But I think in order to do that, you have to understand what their needs are. Would you agree, especially on the sales side?   Christina Del Villar: Absolutely.   Pam Didner: You have to understand what they do, what they need, then you tailor your support specifically for that need.   Christina Del Villar: Absolutely. And I know we do that in marketing with our own roles. We're trying to get better at it from a sales and a sales enablement standpoint. And then from the product standpoint, I think it's important to consider sharing things in context, right? So like when we're talking about why we need this feature or function or why we want to bundle it this way, or why we need to maybe listen more to our customers and manage an advisory committee, whatever that looks like, we need to put everything in context so they understand what it is that we're trying to accomplish and how we can help them. And I think that goes very much to sales as well, right? There's so many times when we're like, "Okay, here's a script," or, "Here's a case study." Right? We don't really explain how to use the content that we're developing and, like you're saying, at what stage we should be using it, right? Like, "This is a perfect piece for when you're nurturing it. If you have a really long sales cycle that's 18 months, at 12 months, this is a good piece to use." We need to help them understand how to use that content as well.   Pam Didner: Understood. Another thing I would like to get your thought is obviously for marketers, a lot of things we do, especially the money we spend on, tend to be for campaigns and outreach. It doesn't matter if it's inbound and outbound, right? And it's driving leads, build that brand awareness and drive demands. And a lot of information we receive or checking, in terms of marketing, the performance, is based on the past campaigns we have run. And you said that's lagging indicators.   Christina Del Villar: Yes.   Pam Didner: Yes. In a way, because, well, that's shared the results of the campaigns we have run in the past six months, right?   Christina Del Villar: Right.   Pam Didner: And if that's lagging indicators, and you mentioned leading versus lagging indicators, can you talk to us a little bit more about that? Well, I am being measured by how many leads I brought in. Of course, that's going to be lagging. How can I put myself a little bit more proactively upfront?   Christina Del Villar: Yeah. And I think that this is another problem that marketers have, because if you think about it, first off, again, we are in our day-to-day minutia, right?   Pam Didner: Yeah.   Christina Del Villar: So we're like, "Oh, web traffic increased today. This is great." It really doesn't mean anything to our CEO. It may not even mean anything to your CMO, right? Because they're trying to understand, "Great. You have that, and that's nice, but how is that going to help us get to our goals?" Right? And so these lagging indicators, again, we as marketers, we need to have that. We need to measure that. We definitely want to show ROI for the campaigns that we have, no question about that. But if we're talking about leading indicators, we're talking about, how is this now going to predictably have usually revenue growth or growth of some kind? What is this going to lead us to? And so this is why it's really important. So if you think about, let's just take an example, right? Let's say you have 20,000 visitors to your website this month or this quarter. So if you go into a meeting and you say, "We had 20,000 website visitors," there's no context around it and it means nothing.   Pam Didner: Nothing.   Christina Del Villar: It means nothing to leaders, right? So a good way of saying it, but it's still talking about still lagging, is to say, "We had 20,000 visitors, which is a 10% increase." So now they're like, "Oh, okay, you spent some money and now you've increased by 10%." So, that's a good way of talking about it. But a better way would be to say, "We increased our target audience website visitors by 10% because we knew what they were looking for, and we created content and delivered specifically for that audience." So, that's a better way of saying it. But best, combines the lagging and the leading, would be to say, "We increased our visits by targeting our audience and increased it by 10% due to our campaigns that we knew we were going to do. And we expect that this will lead to 20% more pipeline and 10% more revenue." Right? We don't really talk about it, but everybody in the company is trying to get to predictability, right?   Pam Didner: Yeah, true.   Christina Del Villar: That is how you can say, "This is what we're expecting." And so if you can bring more of that leading into your conversation, it helps them frame it, like, "Okay, I know what you spent your money on. I can understand the ROI, and I can understand what your expectations are going forward."   Pam Didner: Actually, we can take one step further, if you will. And I like the way you expand it, right? It's not just about 20% growth, but you talk about 20% growth in relationship to how you're going to help the sales, how it's going to help the business objective.   Christina Del Villar: Right.   Pam Didner: And also that you really narrow it down to a target audience. We can also expand it a little bit more, take all your points, if you will. Sometimes if you use IP sniffer, you can see which account or what companies that actually come to our website. If you actually do a little research and not just look into the aggregate number of 20,000 traffic, but you can also say, "Out of this 20,000 traffic, these two, three account is actually account that we want to go after." Guess what? Some of them actually come to our website. So I think call that out will also help tremendously.   Christina Del Villar: Absolutely. Or to your point, even if, again, because we're in B2B so we have multiyear contracts, usually if we see that even one of our customers is on our site, and so that might mean that not everybody in that particular company knows that they already have the solution, or maybe they're looking for something else from our solution. So it's a good opportunity for the account managers to go take a look and see what's happening, or customer success, to hopefully either reduce churn or help when it comes time to renewal as well.   Pam Didner: Yeah. All this, honestly, Christina, I agree with you, but it does require some work on the marketing side. You actually have to analyze and go behind the data to understand what the data is trying to tell you and then find the nugget.   Christina Del Villar: Yep.   Pam Didner: And that's work. I always tell B2B marketers, like, "The job is not that easy." A lot of people say, "Oh, there's a lot of blog posts out there, say, 'Oh, B2B marketing make it simple.'" I was like, "Seriously? It is hard work."   Christina Del Villar: I think I was at a Starbucks one time, and I don't know how it happened, but the barista was like, "Oh, what do you do?" And I said, "Marketing strategy." She's like, "Oh yeah, that seems really easy. Maybe I'll get into that." And I was like, "Many degrees, 30 years of pain, a lot of drinking." Right? Yeah. And I think that somebody once asked me like, "If you were to tell a marketing person or somebody who's interested in marketing, what's the one thing they really need to focus on?" And that is understanding data. If you're afraid of it, you don't want to touch it. There's so many things that marketers could do better, and one of them is literally owning the technology, right?   Pam Didner: Yeah.   Christina Del Villar: I know your book about AI is really important and critical. It's not just about AI and how it's used in marketing right now and how that will help you become a better marketer and help your company succeed both professionally and from a business standpoint, but it has to do with marketers understanding that we can use this technology to do our job better and show that influence and impact and value that we're bringing. But that means owning the technology. I can't tell you how many times I've come into a company and it's like, "The IT owns Salesforce and my marketing automation tool." And I'm like, "Well, what does IT know about the data I'm trying to extrapolate?"   Pam Didner: A lot of time they probably can own it in terms of maintaining the tool.   Christina Del Villar: Sure. Pam Didner: But in terms of what the tool will do, that part of it needs to be owned directly by the sales side. And then you also need the administrators and developers. A lot of time you still have to do some custom coding-   Christina Del Villar: Oh, absolutely.   Pam Didner: ... to make sure the tool is useful for you.   Christina Del Villar: Yeah.   Pam Didner: Yeah. I mean, that's work. Again, that's work.   Christina Del Villar: It's work. It's work. And I think that's one of the reasons why I've been so successful and my teams because I push two things. One is, "We own revenue, period, whether you like it or not," and, "You need to understand the data." I've had people on my teams who are like amazing, amazing writers and content producers, and they're not going to get the data. And that's okay. Then I'll supplement with somebody else on the team to help.   Pam Didner: But I always encourage marketing of, oh, skill set or facets, if you will, that they make an effort to understand other fields of marketing.   Christina Del Villar: Right.   Pam Didner: Say, if you create content, you know what? Well, try to understand email marketing. Well, if you understand content, well, try to look at Google Analytics and see how your content is performing. Right? You need to somehow get out of your specific job roles and responsibility, do a little bit more of that. Yeah.   Christina Del Villar: Right. And again, like you're saying, really understand it, because I think whether it's your own marketing teams or whether you're expanding and working more closely with product or sales, having that understanding and going back to the context really helps you do your job better and present, going back to the original question, present what it is that you're doing in a way that's understandable for that audience. I mean, we do it. That's what we do as marketers. We create for a specific audience. So we should do that internally as well.   Pam Didner: Well, that leads to another question, internal communication. And obviously, one of the key models of the marketing is to understand your audience, understand your audience deeply. Obviously, that also apply to internal communication with C-suites. It is actually for the marketer to frame their discussions or their takeaways around the CEO, COO, CTO, and CRO, if necessary. So can you give us an example in terms of how to frame that discussion, say, if you want to talk to, say, COO and the CTO?   Christina Del Villar: Yeah, yeah. And you should. And it's interesting because as a marketing leader, you know the suite, we talk to the CEO, the CFO, the CIO. Every CXO that's out there, we talk to them. But it's important for everyone in your marketing organization to feel comfortable speaking to those folks, or at least to having that knowledge to present. Because I've been in meetings where it's not like a board meeting, we're not presenting results necessarily, but the CEO might turn to the person who just did an event and be like, "Oh, well, what's our expected revenue?" And they're like, "What?" And then they look at me. I'm like, "No, no." You need to own your campaign and know what it is and feel comfortable talking to them. And I think, again, it goes back to really understanding, at the end of the day, what it is that this person is seeking. Again, know your audience. So the CEO, or let's not even talk about the CEO, let's talk about a VP of sales, they're concerned about pipeline and revenue and making sure that their team meets their numbers and their quota, right?   Pam Didner: Yep.   Christina Del Villar: So, that's what you need to be speaking to them about. When I was working at a company, one of the sales team complained that, "Marketing just talks about all the great stuff we do," and it's meaningless to them. And so I thought about it, and I'm like, "Yeah. No, I get what you're saying. We're like, 'We're great. This is what we did.'" And he said, he's like, "It makes sales look bad when you have..." Because I had this big chart up, like, "We brought in 50,000 leads this month." And then unbeknownst to me, the CEO's like, "Well, marketing just brought in 50,000 leads. What are you doing with them?" Right? Not even realizing that we haven't even given those to sales yet. Right? We're still nurturing them. They're still with us. They're not qualified for sales yet. So we were giving this misimpression to the CEO. It was making the sales team look bad. So we had this monthly meeting that we would have with the sales team, and we would always start off-    Pam Didner: Make sure you're on the same page. Yeah.   Christina Del Villar: Yeah, yeah, right? And we were about to go into this meeting, and it was right after this conversation I had, and I told the person my on my team who presented, I'm like, "Flip our slides." He's like, "What do you mean?" I'm like, "Start from the back. Start from how much pipeline and revenue we brought in. And then if we ever get to how many website visitors we have, it doesn't matter, right? Because this is what's going to engage sales to have an interactive conversation about what's working and what's not working." So he's like, "Okay." So he literally flipped the slides around and we started with, "This is the pipeline we brought in, and this is the revenue we brought in." And we never got to how many website visitors we had, because it didn't matter to them. They wouldn't understand.   Pam Didner: It didn't matter to them anymore. Yeah.   Christina Del Villar: Right. And so that's what we're talking about here. Think about who you're talking to. And again, I've had this happen so many times. You're walking through the hall, and somebody's like, "Hey, blah, blah, blah." It's not scripted, it's not a planned meeting, but people want to know what's going on. And so you always have to have these nuggets in your back pocket so you can talk about it. But again, you need to talk to them in a way that's meaningful to them.   Pam Didner: Yeah. I do agree with you. On the sales side, I 100% agree, even with the CRO, chief revenue officers, talking about the sales revenue and the pipelines are very important. And CEO cares about that a lot too. If I talk to a COO, I usually focus on processes. What kind of processes that we are doing, especially on the Martech Stack. On the CTO side of things, if they really care about all the tools that we are using, and I always talk about in terms of how tools are performing, right? There's no tools are downed, and Salesforce, or the CIM, or marketing automation tools are running very nicely. And another thing I will bring into COO and the CTO's attention, it's usually about processes and also how the tool's usage.   Christina Del Villar: Right, yep.   Pam Didner: What's the tool's usage? And to make sure that they understand that part of it. But most of the time I do agree with you, the key things that everybody cares the most tend to be a revenue and growth impact.   Christina Del Villar: Right, right. And that makes sense, because if you think about what your overall corporate objective is, it is usually a revenue number, right?   Pam Didner: Revenue, yeah.   Christina Del Villar: Right? Even if it's an IPO, maybe you're looking at revenue, maybe you're looking at EBITDA, maybe you're looking at number of accounts, or you're going to look at some of the things, but, at the end of the day, you're really looking at that revenue number. And I think the other thing, to your point, that's really important when you're talking to that COO, CIO, CTO, they want to understand, because some of that, oftentimes that budget will come from their budget or they-   Pam Didner: Exactly. To support it.   Christina Del Villar: Right?   Pam Didner: Yeah. Especially in a big enterprise. Yeah.   Christina Del Villar: Where they're putting resources. Absolutely. I can't tell you how many times people are like, "Well, I have this list of all of your... Do you use all of these tools and technology?" And it's like, "Yes."   Pam Didner: "Do we need it? Do we need tools?"   Christina Del Villar: "Do we really need Salesforce? Do you need that?" Right.   Pam Didner: "Yes, how did you use that in the past two years?"   Christina Del Villar: Right. To be fair, there are times when I'm like, "Oh yeah. Okay. We should probably leverage that more or get rid of it." And that's great. It's good to do that kind of an audit. But again, we need to help them understand how these tools are helping us do our job better, and again, getting us to that ultimate corporate goal that we have.   Pam Didner: Understood. So what is one thing that marketers need to do when preparing their communication or presentation to C-suite? If you actually have one advice, what would that be?   Christina Del Villar: Yeah, I would say keep it short.   Pam Didner: I love that. I like that.   Christina Del Villar: I know, right? And it doesn't need to be a fancy, pretty slide. Again, I literally just throw up a number. It's like, "4.5 million this quarter," right?   Pam Didner: Five million. The font size, 78.   Christina Del Villar: Right? Keep it super simple, because what you want is you want them to take that away immediately and then you still need to have that backup material, because they're going to ask more questions about it, which is fine. But I would just say keep it simple and keep it to the point, and again, what it is that they're looking for, right? If the CTO is trying to understand how you're leveraging the technology and, "Do we need all these licenses?" then start with that. If the CEO wants to understand what revenue is happening, talk about that sales pipeline, right? Product really wants to better understand how people are using their product. And marketers tend to have that information because we own all the tools that people are communicating with, whether it's chat or-   Pam Didner: Certainly.   Christina Del Villar: ... things like that. Right? So there's definitely ways that you can consider it. And if you don't know, simply ask them, like, "What motivates you?" Right?   Pam Didner: Just ask.   Christina Del Villar: I know. Have a conversation. Just ask, right? Just ask. It was funny, I had a conversation with an engineering team. I basically made them come to a marketing brown bag once, and they were just like... The fact that they even showed up was great, but they were all on their phones, eating their lunch. And at one point I was like, "Look, this is the role you can help my team. We need data about how our customers are using our products. And we need to get some information on case studies." And suddenly this one guy pops up and he's like, "Oh my God, we have 10 years of usage data. Would that be helpful?" I'm like, "Ah-   Pam Didner: Yeah!   Christina Del Villar: ... yeah. That would be freaking amazing!" And they got all excited about it. And so then they felt like they were part of our process. They were total geeks about the data, so they were deep diving into it. And again, just helping them understand how they can help you and you can help them, and helping them really understand what it is that you are doing and how they can help you as well as you helping them.   Pam Didner: Very nice. Very nice.   Christina Del Villar: Yeah. It was super cute.   Pam Didner: How can people find you?   Christina Del Villar: Yeah. You can find me at christinadelvillar.com. Also, my book is on Amazon, Sway. And I'm on LinkedIn. I love connecting. I love talking about this. I know you do as well, so happy to always chat with people and be their mentor, give advice, just commiserate, whatever.   Pam Didner: Excellent. Well, Christina, it's wonderful to have you. Thank you so much for coming to my show.   Christina Del Villar: Yeah. Thank you.  

Jon Miller doesn't believe in the marketing-generated pipeline. He says every sale, no matter the origin, has been touched by marketing. Jon brings that philosophy to his role as CMO of Demandbase. Demandbase is a martech giant that offers a suite of account-based marketing tools. Jon's emphasis on the marketing strategy demands an impressive stack, and today he joins to share what that stack is and how it works.

Milestone has been around for almost 25 years now, but their age hasn't slowed them down at all. They've been consecutively recognized as one of the fastest-growing companies in Silicon Valley. Like Milestone, VP of Marketing Erik Newton also has a deep history in the industry. In this episode, he joins to share his SEO and marketing strategies along with the tools that help him implement them.Erik's career began at Netscape. He moved on to work for companies such as mp3.com, Netflix and BrightEdge. He's stayed current with the trends for over two decades and now he uses his expertise to push Milestone ahead of the curve. One of the strategies he uses with his team is unique UTMs for individual sales rep emails. That way, he can get more specific data when analyzing direct traffic to his site and parse out what works and what doesn't during the outreach phase. Outside of strategies and his stack, Erik also has a wealth of marketing jokes. Like this one: Why do white hat SEOs like farmers' markets? Lots of organic content. He's got more of those to share.Join us every week as we journey to the bleeding edge of the modern tech stack. You'll hear from real experts on how to nail your strategy, build a revenue machine and take your sales to the next level.

The martech landscape is cluttered. The Marketing Technology Landscape Supergraphic states around 5,000 vendors but in reality it's much more. Modern businesses demand agile tech stacks and greater speed to market, as well as the elusive single customer view of data, but achieving this isn't straight forward. Additionally, tech selection isn't always well orchestrated, with silos resulting in systems being selected without company-wide integration being understood or planned for. In this ecommerce podcast, James Gurd and Paul Rogers sit down with an experienced ecommerce data & technology consultant to discuss common issues with martech setups, how to address them and what a good martech stack looks like.

FlowHub is a cannabis retail management platform, offering point of sale software, compliance management and inventory tracking software. FlowHub has profited off record-breaking weed sales in recent years—hitting 25 billion in 2021. VP of Marketing Anne Fleshman is all about leveraging a content marketing strategy for FlowHub to drive organic growth. Anne joins FlowHub with some amazing experience, having previously been the director of marketing at AutoPilot. Anne's doing brilliant personal touches like luring dispensaries in with cookies. Who would have thought giving cookies to stoners would be such a simple and effective marketing strategy? She's also sending out swag to her customers and working on generating personal relationships with budtenders. Some of Anne's favorite tools in her stack are Craft as her CMS, Autopilot for marketing automation, Looker for BI, Salesforce for her CRM, and Google Optimize to run tests. We'll uncover how Anne's using these tools to drive revenue for FlowHub. Join us every week as we journey to the bleeding edge of the modern tech stack. You'll hear from real experts on how to nail your strategy, build a revenue machine and take your sales to the next level.

Monster Lead Group is a data-driven direct mail company and developer of marketing & sales technology. They work with clients in financial services and the mortgage industry. Mail is likely not the first thing you think of as martech—but it can be extremely effective when combined with a killer tech stack. As VP of Sales and Marketing, Martin is focused on building a lean and efficient stack to drive revenue. He's a big believer in always clearly identifying a problem before finding a martech solution to avoid building a bloated and cumbersome stack. Martin's goal with Monster Lead Group is to help a billion customers make better informed financial decisions. His stack includes tools like ZoomInfo for lead generation, Gong.io for AI-driven insights and Lucky Orange for heat maps and replays. We'll dive into the outbound strategy Martin references that helped Aaron Ross secure 100 million in revenue for Salesforce. This involves breaking down leads into the categories; spears, nets and seeds. We'll dissect the power of language and communication in sales and how incorporating human error into automated interactions can help increase believability. Join us every week as we journey to the bleeding edge of the modern tech stack. You'll hear from real experts on how to nail your strategy, build a revenue machine and take your sales to the next level.

Robokiller is a mobile app that blocks annoying spam calls and telemarketers. As VP of Marketing, Giulia Porter is all about creating an efficient mobile tech stack that drives revenue. Prior to Robokiller she was a customer success manager at HubSpot. She wants the martech world to give mobile more love. She advocates for tools like AppsFlyer, Leanplum and her personal favorite Looker to optimize the mobile tech stack. In this episode, she shares her insights on mobile attribution; how it's actually easier than web attribution because a mobile app typically has only a couple touches before someone installs the app. She also shares how Robokiller has been finding direct mail to be effective and why depending on your ICP, this might be a great route to consider. She also shares how Robokiller learned the hard way why load testing is so crucial when their app crashed due to a flood of customers after a nightly news spot. If you want to learn more about Giulia's perspectives on mobile tech stacks, we highly recommend her 2019 article “Stacking Your Tech Stack for Mobile App Growth”. Join us every week as we journey to the bleeding edge of the modern tech stack. You'll hear from real experts on how to nail your strategy, build a revenue machine and take your sales to the next level.

This week, we uncover the tech stack that's driving revenue for unified customer experience management platform Sprinklr. They use AI to create insight-driven strategies. They're crushing it with revenues of over $400 million and growth of 10, 20, and even 30 percent in recent years. We caught up with Jared Gardner, VP of Demand to learn what tools are driving success for Sprinklr. Jared has a unique perspective honed from working in SEO and demand gen roles at Red Door Interactive, Qualtrics and Service Titan before joining Sprinklr. The thing that Jared's getting jazzed about at the moment in his stack is unification. He's pumped about how routing data to a centralized location to be analyzed is helping to deliver highly personalized content to customers. We'll also talk about how to avoid silos and messy CRMs across your company's stack and how in Jared's opinion the so-called “death of the cookie” may be a bit overblown. Join us every week as we journey to the bleeding edge of the modern tech stack. You'll hear from real experts on how to nail your strategy, build a revenue machine and take your sales to the next level.

A big hello from Raleigh, North Carolina. In today's episode of B2B Marketing & More, I explain how to set up an efficient and cohesive martech stack. I'll guide your thinking approach and break down key steps that you can take to tackle this hairy issue. In this episode: What makes martech Stack complicated What is the best way to navigate the martech stack How to plan your martech budget How to build a martech stack Why and how to include paid media in your marketing Quotes from the episode: "Knowing your business objectives and the marketing channels you want to use, and the success metrics you're looking for will all go a long way on Martech Stack building. " "You can grow your business organically to some extent. However, at some point, you will hit the ceiling. If you need to grow, you need to do paid advertising, which means paid search, paid ads, or even paid sponsors." ————— If you want to chat, reach out to any social media channels or email me at hello@pamdidner.com. You can also join my Facebook community: Build Your Marketing Skills to Get Ahead. When you join, you get a free Starbucks on me. You can go to the Announcement tab and click on the barcode of the gift card.

What is A/B testing & what are some use cases from your work experience ? What are the cultural barriers and why do most companies struggle to scale their A/B testing programs ? What are the best practices of A/B testing & how to build business experiments that get maximum impact ? What is the role of qualitative user research in helping improve A/B Testing programs? Oliver Palmer answers the above questions & many more. Oliver Palmer, is an Experimentation Practitioner and a Conversion Rate Optimisation Consultant.Oliver works with organisations to demystify experimentation and the MarTech stack and better understand how to integrate with the bigger organisational picture. Oliver's Website - https://www.oliverpalmer.com/ Oliver on Linkedin - https://www.linkedin.com/in/ollee/ Oliver on Twitter - https://twitter.com/ollee Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. Please visit Jasravee at https://jasravee.com/ Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/ Email Jasravee at jasravee@theadiva.com Index 00:00 Preview & Introduction to Oliver 02:50 Introduction to A/B testing & Use Cases 15:07 Cultural Barriers & Why Companies Struggle with A/B Testing 18:45 Three Imperatives for A/B testing 25:00 Use Case of A/B Testing - Risk Mitigation for UK Telco Group 29:20 Qualitative User Research In Data-Driven Experimentation 32:45 Rapid Fire - Personally Speaking with Oliver 36:31 Connect with Oliver Follow Jagged with Jasravee on Social Media Campsite One Link : https://campsite.bio/jaggedwithjasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwithjasravee/ Podcast Page : https://anchor.fm/jagged-with-jasravee Youtube Page : https://www.youtube.com/c/jaggedwithjasravee Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Website : https://jasravee.com/ #martechstack #abtesting #conversionoptimization #martechtools #conversionrateoptimisation #conversionrateoptimization #datadrivenmarketing #datadriventesting #marketingtechnology #landingpageoptimization #conversionoptimizationstrategy #websiteconversionoptimization #internetmarketing #abtestingcasestudy #marketing101

On this episode, I will address something your business is probably doing wrong. You're either tracking the wrong data, haven't implemented or updated your martech stack, or you haven't applied S.O.A.P. to clean your business in a way to optimize it to scale to the level you want this year. Yes, I said what I said, so you should listen to this episode to get the depths of my words to assess your business and apply accordingly. P.S. You will also find some bonus content where I talk about the creator economy, Web3, NFTS, blockchain, and community.Beyond The Episode Gems:Learn more about S.O.A.P. in this featured interview I did with MarTechVibe: Have You Applied S.O.A.P.?See what the HubSpot CRM can do for your business at HubSpot.comSee all of the podcasts on the HubSpot Podcast NetworkDiscover how Agorapulse is helping businesses measure the impact of social media and prove ROILearn more and join the Social Media Pulse Community for freeGet Two Free Months of Agorapulse on me: Social.Agorapulse.com/FindTroyJoin my All Things Strategy Community on Twitter for upcoming exclusive content!#####Support The Podcast & Connect With Troy:• Rate & Review iDigress: RateThisPodcast.com/iDigress• Get Strategy Solutions & Services: FindTroy.com•  Buy Troy's Book, Strategize Up: FindTroy.com/Strategize-Up•  Follow Troy on Twitter: Twitter.com/FindTroy•  Follow Troy on LinkedIn: LinkedIn.com/in/FindTroy

Stop Groundhogging Your MarTech Stack In this Episode of SearchChat, co-hosts Tim Peter and SoloSegment CEO Steve Zakur talk about the Groundhog Day effect of looking for new tech to solve problems -instead of understanding your data better. Join Tim and Steve as they discuss: 4 Must-haves you need to create great customer experiences on… The post Stop Groundhogging Your MarTech Stack – SoloSegment SearchChat -Episode 2.13 appeared first on SoloSegment.

The post Ecom 80/20 Podcast: Episode 05: Smart Marketing – Building the Right MarTech Stack appeared first on HiFlyer Digital.

Software companies that sell their solutions on a SaaS-basis (software-as-a-service) heavily rely on happy customers. If customers are dissatisfied or feel they don't use the software enough, they can cancel their subscriptions easily. One of the key factors for happy SaaS customers is a successful onboarding plan. In this episode, Elias has a chat with Kris Mendoza, sr. director of support & services at Act-On Software. Act-On is a best-of-breed marketing automation solution that integrates easily with the rest of your Martech Stack (like CRM, dashboards, CDPs and webinar software). Kris explains how onboarding at Act-On works. Topics we discuss: Why onboarding new SaaS customers is so important Best practices in onboarding Mistakes to avoid when onboarding new customers How to measure for success when investing in onboarding LinkedIn Kris Mendoza: https://www.linkedin.com/in/kris-mendoza/  Website Act-On Software: https://act-on.com/  The Act-On Support community: https://connect.act-on.com/hc/en-us    The Marketing Technology Podcast is brought to you by Marketing Guys, the #1 Martech agency in Europe. If you want to be on this podcast or would like to know more about Marketing Technology, visit our website at marketingguys.com or contact Elias Crum at e.crum@marketingguys.nl

Johannes Hoech is a C-level Silicon Valley executive who is experienced in "Growth Architecting”. He is an expert analyst and motivational leader with proven skills in general management, strategy, product management, and customer success.  With 25+ years of experience leading technology startups through early stage, high growth, and turnaround phases, he has a strong understanding of the software entrepreneurs and consultants need to organize business operations. In today's episode, he shares his knowledge of an affordable MarTech stack. You can access Johannes' company blog, on Premonio.com,  and the links to the tools discussed on the show are as follows: patternai.co goldcast.io dux-soup SalesHandy Pipedrive Dedupely Crunchbase LinkMatch CrystalKnows Sharetivity Hootsuite Paper.li apollo.io Unleashed is produced by Umbrex, which has a mission of connecting independent management consultants with one another, creating opportunities for members to meet, build relationships, and share lessons learned. Learn more at www.umbrex.com.

Lots of companies have played around with conversational chatbots this year. Many marketers have found out that successfully using chatbots is not as easy as it may have seemed at the beginning. In this podcast, we discuss how to use conversational AI in an integrated way. In this episode, Elias has a chat with Nate Joens, who is the co-founder and head of innovation at Structurely, a conversational AI solution. Topics we discuss: What is conversational AI? How does it help sales and marketing? Live chat vs. Chatbots vs. Forms Integration of conversational into you MarTech Stack LinkedIn Nat Joens: https://www.linkedin.com/in/nathanjoens/  Website Structurely: https://www.structurely.com/    The Marketing Technology Podcast is brought to you by Marketing Guys, the #1 Martech agency in Europe. If you want to be on this podcast or would like to know more about Marketing Technology, visit our website at marketingguys.com or contact Elias Crum at e.crum@marketingguys.nl

What is Martech today? How do you measure its impact? What do you need to think about when evaluating your tech strategy? Join MJ (VP Marketing, Frontify), and Scott Brinker (VP Platform Ecosystem at HubSpot) as we discuss the HubSpot brand as well as the past, present, and future of Martech.

“The average company spends 25% of their operating budget on technology, they spend 24% of their budget on advertising.” Dan McGaw is an award-winning entrepreneur, speaker, and the CEO of McGaw.io, an analytics and marketing technology consultancy and SaaS platform, UTM.io. In addition, Dan also finds time to be a 500 Startups Mentor, and has previously started the first business accelerator in Orlando, FL. He's also a thought leader in the MarTech world and a CXL instructor on the topic. Having spoken at leading marketing conferences and online events, his expertise lies in helping businesses extract and interpret the right data to grow their revenue exponentially. Questions and topics we covered: Dan's story about his first marketing job promoting a band! How does Dan qualify leads for both of his businesses? How does Dan leverage automation to scale his service-based business? Why is building a MarTech stack so difficult? What are some ways that marketers can cut costs when building a MarTech stack? (Hint: don't use HubSpot) How can a business get a full inventory of the tools in their stack? What are the categories of MarTech tools? What are UTMs and why are they vital to a marketer's success? Is Google Data Studio a tool that all businesses should add to their stack? If Dan could mold the ideal marketer, what skills would he want them to have? You can say hello to Dan via: Linkedin - https://www.linkedin.com/in/danielmcgaw/ Resources mentioned Text “Martech” to 415-915-9011 for a free copy of Dan's book “Build Cool Shit” (this is to help business owners build a great tech stack) “Ego is The Enemy” by Ryan Holiday - https://amzn.to/3nSsvRg “Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Marketers” by Al Ramadan, Christopher Lochhead, Dave Peterson, and Kevin Maney - https://amzn.to/3waVfZb Effin A/B Test Calculator (Chrome Extension) - https://chrome.google.com/webstore/detail/effin-ab-test-calculator/ijndnpondlemhcgdmbdljpgohnlpejhp --- This episode is sponsored by · Anchor: The easiest way to make a podcast. https://anchor.fm/app --- Send in a voice message: https://anchor.fm/kennysoto/message

Data can be harnessed to inform, guide and support a B2B tech marketing strategy. It can be used for growth, personalisation and speed for success in highly competitive categories. On this episode of the FINITE Podcast, you'll gain a scope of the 'big data' landscape, and you'll learn how you can enhance your marketing automation and customer platforms with data insights. We spoke to Kevin Tate, CMO at Clearbit, a leading marketing data engine for B2B companies. ---The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.---To apply to join the FINITE community, head to finite.communitySupport the show (https://finite.community/)

In this episode of In-Ear Insights, Katie and Chris discuss MarTech stack drift. What happens when your strategy changes, but your marketing technology doesn’t? What are the consequences, and how do you begin remediating it? Tune in to hear the 5-step strategy for realigning your MarTech with your overall strategy. Watch the video here: Can’t [...]Read More...

In this episode, Rajesh Jain speaks to Neda Golshan, VP of Product. Digikala, about “Constructing an eComm Martech Stack”

Ep. 90 - Do you know what you should be taking into consideration when choosing a MarTech stack for your business? This week, Chris is joined by Dan McGaw to discuss the importance of the tools that you select and the data that they provide. By the end of this episode you'll have a better understanding of how to select the best technology stack that will help your businesses extract and interpret the right data to grow your revenue exponentially.

Do you know what you should be taking into consideration when choosing a MarTech stack for your business? This week, Chris is joined by Dan McGaw to discuss the importance of the tools that you select and the data that they provide. By the end of this episode you’ll have a better understanding of how…

Er zijn duizenden marketing tools waar je als marketeer uit kunt kiezen. Elke tool belooft gouden bergen en alles kan gekoppeld worden. Hoe bepaal je wat voor jou een goede tech stack is als er meerdere tools zijn die kunnen wat jij wil en er mooi uitzien? En wat kan Frans zeggen over het herzien van je tech stack? Hoe vaak moet je een audit doen en hoe vaak moet je migreren? 

On today's episode, Kunle is joined by Dan McGaw, Founder and CEO of McGaw.io, an analytics and marketing technology consultancy. Dan is considered one of the original growth hackers, having led teams at Kissmetrics.com, CodeSchool.com, UTM.io and more.We are currently living in a “gold rush” period of Martech. There are new tools popping up almost everyday. Many of these are great standalone tools, and almost all of them are super cool. It's no surprise that many marketers fall for the shiny object syndrome. We buy tools without fully understanding how best to use them and more importantly, how to make them work with other tools we use. Sound familiar?What we're left with is a bunch of systems that don't talk to each other. The result? We miss out on the golden nuggets that unified data can provide. That being said, just being deliberate about the tools we use is not enough. The ever shifting marketing landscape must also be accounted for. Stricter privacy laws, and the shift to 1st party data are going to have a massive impact on how you market. This is where expects like Dan come into the picture.In this episode, Kunle and Dan talk about building a future-ready Martech Stack that utilises 1st party data. You will get to hear about why everything is moving towards 1st party data, how you can do it and which tools work best. This is a great episode for marketers and business owners alike!-----------SPONSORS:This episode is brought to you by:MESAThis episode is brought to you by MESA Workflow Automation. Mesa is THE only automation platform that enables all Shopify merchants to create workflows that automatically carry out repetitive tasks and focus on their business.  TRY MESA FOR FREE OVER 14 DAYS on GetMesa.com or search for MESA on the Shopify App Store.Klaviyo This episode is brought to you by Klaviyo – a growth marketing platform that powers over 25,000 online businesses. Direct-to-Consumer brands like ColourPop, Huckberry, and Custom Ink rely on Klaviyo.Klaviyo helps you own customer experience and grow high-value customer relationships right from a shopper's first impression through to each subsequent purchase, Klaviyo understands every single customer interaction and empowers brands to create more personalized marketing moments.Find out more on klaviyo.com/2x.  RewindThis episode is brought to you by Rewind - the #1 Backup and Recovery App for Shopify and BigCommerce stores that powers over 80,000 online businesses.Direct-to-Consumer brands like Gymshark and MVMT Watches rely on Rewind.Cloud based ecommerce platforms like Shopify and BigCommerce do not have automatic backup features. Rewind protects your store against human error, misbehaving apps, or collaborators gone bad with Automatic backups!For a free 30-day trial, Go to Rewind Backups, reach out to the Rewind team via chat or email and mention '2x ecommerce'FamousThis episode is brought to you by Famous.Famous enables brands on Shopify to easily build beautiful landing pages and product pages that include custom video, animations, and more. All pages built on famous are optimized for storytelling and selling on desktop and mobile. Famous' software allows you to build your pages in minutes without code, so you don't need a developer. You just need to want to build a better experience for your customers. Famous has worked in the past with many leading online retailers including Honest, Justfab and more. You can try it for free at famous.co/2x. ShipBob This episode is brought to you by ShipBob. ShipBob is an end-to-end global fulfilment provider trusted by thousands of DTC brands. With the recent launch of their first UK fulfilment centre, in London, merchants that work with ShipBob now have access to ecommerce markets in Europe as well as North America. ShipBob was ranked the #1 Fulfilment Tech Platform by AdWeek's Retail Award and enables affordable 2-day shipping. Get your products picked, packed, and shipped. Go to Shipbob.com/2x to get $500 in free shipping credits today.

In this episode of SaaS Half Full, host Lindsey Groepper chats with Justin Schmidt, VP of Marketing at Capacity, about the mistakes most SaaS marketers make in building their MarTech stack and how it should all begin with one thing — your customer journey map.  Whether you're a scaling company building out your martech tools for the first time, or a seasoned marketer with more tools in your stack than you can count, Justin walks through how to take inventory and build an efficient and affordable martech stack. Connect with Justin Schmidt: https://www.linkedin.com/in/justinallenschmidt/  Learn more about Capacity: https://capacity.com/  Connect with Lindsey: https://www.linkedin.com/in/lindseygroepper/  Learn more about BLASTmedia: https://www.blastmedia.com/

The marketing technology landscape is still growing at a rapid pace, leaving marketers to try and keep up with new software additions, integrations and acquisitions. Scott Brinker's 2020 Marketing Technology Landscape revealed more growth for martech solutions — reaching 8,000 solutions, a 13.6% lift from 2019.So how do you go about building the right martech stack for your company? Well, Dan McGaw has got you covered. His book, “Build Cool Sh*t: A Blueprint to Creating a Marketing technology Stack,” shares all of his tips, tools and best practices for creating a powerful — and flexible — martech stack. And he’s on the B2BMX Podcast today to dive deeper into: The inspiration behind the book and what to expect from it;   The state of marketing technology;   The future of the martech landscape and what we can expect in terms of consolidation;   Tips for assessing and improving martech stack;   The key components of a martech stack, and the nice-to-haves;   The importance of having talent to manage the stack; and  So much more!   RELATED LINKS  Learn more about mcgaw.io  Get your copy of Dan’s book “Build Cool Sh*t”  Check out the new B2BMX: Next-Level ABM event

Much like photographers utilize various lens lengths to create different perspectives, marketers have a bevy of different tools at their disposal to create and present different yet equally memorable customer experiences. But if you ask Joy Corso, CMO of Vonage, the view that matters the most is the one the customer sees, and that’s where marketers should be pulling focus.“We're here to deliver solutions to our customers. That's why we're in business and when we do our jobs well, that results in solving that pain point, and it results in a better outcome for our customers.”But in order to put customers first and to see things from their point of view, marketers must have a grip on their tech stack and how it affects the customer journey from top to bottom. On this episode of Marketing Trends, Joy pulls back the curtain on how Vonage uses its marketing tech stack to create lasting and memorable customer experiences. Plus, she reveals why your MarTech stack is the secret sauce to customer success if used correctly.Main TakeawaysCreating a Lasting Experience: Customers today want to get from A to B in their buying process as quickly as possible. But that doesn’t mean it shouldn’t be memorable, too. In order to make both a seamless and remarkable experience, marketers are putting more effort into the customer journey than ever before.  How Do You Stack Up: It’s easy to buy the latest and greatest marketing tools, but according to a Gartner study, 58% of marketers already don’t utilize their entire tech stack. Make sure to take close inventory of the marketing tools you have on-hand already and make sure you are getting value out of that product before adding more things to your MarTech stack.Business First Mindset: As a CMO, you’re no longer just responsible for the marketing functions of the business. When marketers have a seat at the leadership level, you have to be thinking about the business, understanding the financials, understanding the operations and how the entire business operates as opposed to just the marketing aspect of it. Then the CMO’s job is to align your marketing strategies with that of the business.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.---This message is brought to you by Salesforce.Hey marketers. Today’s B2B buyers are more complex than ever. And every buying committee has different needs and goals.Salesforce can help.We'll show you how to put each and every customer at the center of your B2B marketing strategy. And you'll learn how top brands like Lyft approach account-based marketing.Salesforce. Market to every account. Speak to every buyer.Find free B2B marketing and ABM resources at https://sfdc.co/every-buyer 

In this episode, hosts Chris Boyer and Reed Smith discuss various ways innovation is occurring in health systems across the country. From innovative found within the technology of the MarTech Stack, to innovative technology platform partnerships, they share new ways of thinking and solving the challenges in hospitals and health care systems. They are joined by Dr. Bonnie Clipper, healthcare innovator and host of Healthcare Soothsayers, who shares how innovation can come from all levels of the organization.  Mentions from the Show: Attract, Engage, Delight with a Marketing Technology Stack Dr. Bonnie Clipper on LinkedIn Dr. Bonnie Clipper on Twitter Wambi.org Healthcare Soothsayers podcast Find Us Online:  Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website

In this episode of Ventures, my guests Kelly Jo Horton (https://www.linkedin.com/in/kellyjohorton/), Sol Cates (https://www.linkedin.com/in/sol-cates-649736/) and I discuss marketing operations from a startup and enterprise perspective. We dive into Kelly Jo's story entering the space, the need for a marketing operations expert as early as possible in a startup, how to avoid technical debt with your MarTech stack, why to setup a centralized command center, and how/why to retool a broken MarTech data infrastructure.Visit https://satchel.works/@wclittle/ventures-episode-37 for detailed notes and links to resources (videos, articles, etc…) mentioned. You can watch this episode via video here. In this episode we cover the following:  1:47 - Sol tee-up and introduction of Kelly Jo2:58 - Kelly Jo personal intro, background, brief career story, tech history, and overview of marketing operations.8:04 - What was the career path that Kelly Jo thought she was going on in the early days and how/why it pivoted.14:47 - Where did in Kelly Jo's career did she turn toward data and marketing operations?17:48 - In the hypothetical example of a 3-person team (technical, business, and creative), how should they think about setting themselves up for success to learn from their data.20:32 - Until the archetypal founder team has the money to hire a senior marketing operations expert, what should be the foundational work that the team should do in order to not rack up too much technical debt with their data.23:01 - Does Kelly Jo have a recommended MarTech stack for early stage founders?26:44 - Valuing a marketing operations expert. More discussion about an ideal stack from an enterprise angle for B2B work. 35:15 - Comments about the quantity of strong female leaders in marketing operations. 35:43 - From an enterprise angle, what are the common problems that Sol sees on the marketing operations side of things? 37:40 - The importance of having a centralized command center, at least the admin functions. 41:02 - Identifying yet another hole in startup capabilities (tech/marketing). 42:55 - Customers buy business outcomes43:38 - Resetting the marketing operations team/stack, what is Kelly Jo's experience of retooling a marketing operations team and associated software tooling? 46:02 - Yet another “type of CMO to hire” in startup land.46:33 - Where can people find Kelly Jo and Sol online? https://www.linkedin.com/in/kellyjohorton/, https://www.mopspros.com/mopstalks, https://www.linkedin.com/in/sol-cates-649736/  

In episode 48 of the Customers Who Click podcast, I spoke with Deri Jones about how to build a reliable tech stack. If there's a way to complete a task without getting a team of developers involved, you'd probably jump right onto it - I know I would (and I do!). Sometimes there really is no need to reinvent the wheel, especially when a single widget or a plugin can do the job, right? But, with so many options available to marketers today, choosing the right solution can be a bit of a nightmare. There are literally thousands of them out there and they all promise to help you solve your problem.  Then you have the ugly consequences of adding various plugins and widgets, load after load - think sluggish site speed and technical glitches that hugely impact the user and customer experience and eventually, your revenue. So although adding them is super simple and usually requires just a few clicks on your part, they stack up pretty quick and you're left with chaos… (pun intended). Deri started studying electronics at Cambridge University, and went on to be a serial entrepreneur,  involved at the earliest days of the Internet in the UK: running the UK's first Internet service provider, then in the late 90's founding and exiting one of the first internet security companies, and most recently founded and heads thinkTribe; working with over 50 UK blue-chip retailers and other sectors. He is a father of 2 sons, plays the guitar and follows the news on electric cars, Space-X,  Jordan Peterson and Sam Harris. You can connect with him on LinkedIn or head over to www.thinktribe.com

In episode 48 of the Customers Who Click podcast, I spoke with Deri Jones about how to build a reliable tech stack. If there's a way to complete a task without getting a team of developers involved, you'd probably jump right onto it - I know I would (and I do!). Sometimes there really is no need to reinvent the wheel, especially when a single widget or a plugin can do the job, right? But, with so many options available to marketers today, choosing the right solution can be a bit of a nightmare.

In this episode, hosts Reed Smith and Chris Boyer dive into the alphabet soup of TLA's (Three-Letter Acronyms) that are used in digital marketing, and explore how the role of the marketing technologist has evolved to embrace new skills. They are joined by Tom Hileman of The Hileman Group who helps to explain the differences between CRMs, DMPs, CDPs and how they comprise key elements of the new marketing technology stack. Mentions from the Show: 35 digital marketing acronyms to know and understand The evolution of the marketing technologist: How martech roles have changed during the last 5 years What's the Difference Between a CRM and a CDP? And Why You Should Care Tom Hileman on LinkedIn The Hileman Group on Twitter The Hileman Group Find Us Online:  Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website

In this third episode, Ben and Todd talked about some of the processes we had to go through for the migration of our site from Squarespace to WordPress and then back again, the reasons behind we made the decision to move from one content management platform to another. We also discussed the benefits of automation of having a consolidated martech, and the efficiency gains we had Show NotesConnect With:Todd Hines: Website // LinkedIn Benjamin Shapiro: Website // LinkedIn // TwitterThe MarTech Podcast: Email // Newsletter // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Today we're going to talk about using MarTech tools and strategies to put more money in your business's pockets. Joining us today is Brandi Starr and Mike Geller, who are respectively, the COO and President and CTO of Tegrita, which is a full service MarTech consulting firm that enables digital marketing strategy with technology. In part 3 of our conversation, we discuss identifying gaps and overlap in your MarTech stack. Show NotesConnect With: Brandi Starr: Website // LinkedInMike Geller: Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

https://www.engati.com/ Engati is the world's leading no-code, multi-lingual chatbot platform. https://open.spotify.com/show/3G0uQwPnQib22emRi9VhUg Blog link: https://engati.com/blog | Subscribe now. Christian Buckley, Founder & CEO of CollabTalk LLC talks about ""Building your digital MarTech stack"" on Engati CX. He says that mistakes organizations make while hiring are Thinking only of SEO and SEM without really understanding the scope of it all, It is not about making it pretty - it needs to provide function and data. He also mentions that organisations need to make decisions based on data, without data attribution and tracking is reallyhard to capture. If you like the video, please subscribe to the channel, so we could keep producing more content like this! Follow us on Facebook: http://s.engati.com/157 LinkedIn: http://s.engati.com/158 Twitter: http://s.engati.com/156 Instagram: https://www.instagram.com/getengati/ https://www.engati.com/glossary/crm #ChristianBuckley #EngatiCX #digital #marketing

Welcome to the final episode of the Powerglass Pipeline Season. I hope you found inspiration and new techniques in this season to grow your comapny by optimizing your Customer Journey. Concept 1 - You need to put the systems, processes and tools in place to support and accelerate each Powerglass Pipeline stage. Your Martech Stack will normally be a combination of systems that suit your Industry and Go To Market. But there are over 8000 systems to choose from as shown here: https://chiefmartec.com/2020/04/marketing-technology-landscape-2020-martech-5000/ Conecpt 2 - These are some of the key systems that you need in your Martech Stack. A great exercise is to create a diagram of all your Go To Market systems and dataflows. •CRM – Customer Relationship Management System - Your company needs a centralized place to store and manage all of your customers' contact information •MAS - Marketing Automation System - The term marketing automation refers to using a single platform for campaigns, email creation/sending, lead nurturing. •CMS - Content Management System - A CMS is the platform where you host your company's website, content, blogs, landing pages, and lead generation tools. •Social Media Platforms – you must be engaged on social media platforms where your prospects and clients find their information and network. •ABM - Account Based Marketing - reach your ideal accounts and the contacts within those accounts, then monitor engagement. You are engaging accounts on their terms through understanding their challenges and providing transformative solutions. Analytics – measuring results – Google tools, Dashboards, Automation, AI systems Concept 3 - an example of a full suite Revenue Generation Platform is the RevEngine Platform shown here: https://insights.targetoutcome.com/revengine-overview373234 Go to targetoutcome.com/powerglass-pipeline to get your Powerglass Pipeline Playbook and more information on the Powerglass Pipeline Course and Coaching Program. See you soon! --- Send in a voice message: https://podcasters.spotify.com/pod/show/targetoutcome/message

Is there too much tech? Well, there's a lot of tech, but not a lot of true innovation going on. In this episode, Mike and Doug discuss today's tech stacks, the framework for building them, and how to make sure they're reducing friction.

Marketing technology has grown leaps and bounds over the years. Vendors are at us left and right. How do you know what to buy or upgrade? How do you evaluate your needs? What are the latest trends and also what's coming down the pike? My guest, Scott Brinker, tries to put marketing technology into perspective with my delightful conversation. Scott Brinker has been analyzing marketing technology and its impact on marketing organizations for more than a decade. He writes the chiefmartec.com blog and serves as the program chair of the MarTech conference series. He also serves as VP Platform Ecosystem at HubSpot, helping to grow and nurture the company's community of technology partners And I'm Paul Mosenson, the host of Fix the Convince and Founder of NuSpark Consulting, a marketing optimization consultancy for firms of all sizes and categories

In this second part of this coffee talk on marketing technology Uwe and Peter talk about the future of Martech driven by Apps, Citizen Developers, and - among many other topics - newly emerging MiddleWare as part of the Marketing Orchestration discussion. Peter O´Neill recommends to follow the "Shopping Mall" strategy for defining and deploying a perfect MarTech stack. Tune-in, find out what this means and enjoy. The MarTech 8000 article in the book provides much more such as a three step process model for developing a sustainable, solide, bullet-proven MarTech Stack for your organissation. Happy Listening! --- Send in a voice message: https://anchor.fm/b2bmarketingguidebook/message Support this podcast: https://anchor.fm/b2bmarketingguidebook/support

Jeff McMahon is CEO and co-founder of Voicify a voice app development platform designed for enterprise marketers. After a career in digital marketing as an agency founder, Jeff and his co-founders saw the need for voice app software that would integrate well with the existing marketing technology stack and be designed for how marketers perform their jobs. We talk about development, day-to-day use, and the many integrations enterprise marketers expect.  In addition to his work at Voicify, Jeff is also managing partner of Martech Ventures and investment firm focused on marketing technology. Earlier in his career, he was a board member and Chief Strategy Officer at digital consultancy Rightpoint and founder and CEO of Oasis Technology Partners, an interactive marketing agency. Jeff earned a BA in neuroscience from Hamilton College and an MBA from Cornell.

The technology stack is the hidden workhorse of a modern marketing team. Yet, to many, the concept of a synchronous martech stack is deemed “too techy” (and often relegated to IT). In this episode, hosts Reed Smith and Chris Boyer bust down the myths of the modern technology stack, outline a simple framework for health systems to use when assessing the tools they have available, and even discuss some of the trends facing the martech landscape. They are joined by Ed Bennett, founder of Martech.Health, in which he discusses ways health systems can assess and understand their technology needs. Mentions from the Show:Marketing Technology StackHow to Build an Awesome Marketing Stack With Real Life ExamplesMarTech West 2019 RecapMartech.HealthEd Bennett on LinkedInEd Bennett on Twitter2019 Mayo Clinic Social Media Network Annual Conference 2019 Healthcare Internet Conference Find Us Online: Touchpoint podcast TwitterReed Smith TwitterChris Boyer TwitterChris Boyer websiteSocial Health Institute

Conversation with Anita Breareton, the founder and CEO of Cabinet M, and she's a subject matter expert at marketing technology stacks

Conversation with Jason Katz, the founder and principal for Growth Marketing Advisors and he's a subject matter expert in marketing technology.

Brian Moseley of Databox joined us to discuss the good, the bad, and the ugly of building a Martech stack – whether you're just starting out, or already in way over your head.

What does the future hold for your marketing stack? Chief marketing technologist Scott Brinker discusses the learnings to be gained from insight into the marketing tech employed by brands, explores the challenges of integration, and gives recommendations for how to handle attribution data.