SaaSWars MarTech Invasion

transcript

Attack of the clonesMarTech/AdTech Invasion

Evolution of Software

Salesreps armedwith palmtops

E-mailing software,Web Analytics

Automation, PersonalizationRTB,

Orchestration, Machine LearningBusiness Intelligence

Data Driven, Scoring,AI, PredicitiveAnalytics

Evolution of saas

SaaS Evolution

Time to market?

Photo: Paweł Kadysz https://tookapic.com/dvader

Do the market research!

Wannabe SaaS jedi? Read these:http://chiefmartec.com/

https://www.g2crowd.com/

https://www.trustradius.com/

http://www.gartner.com

https://go.forrester.com/

https://www.getapp.com/

http://www.saasgenius.com/

Discounts:https://www.facebook.com/saaswars/

Pricing ?Za niskie ceny abonamentów. Dzieki wsparciu inwestorów. Zawód Startuper/ CEO.

13 000 leadów 20% MoM – Marcin Szeląg

Ograniczona pula potencjalnych klientów

Klasyfikacja klientów

Coraz więcej narzędzi dla SMB

Specjalizacja narzędzi do danej branży – np. CRM/ERP dla fitness klubów

Kreator stron www dla małego lokalnego biznesu

Kreator logotypów

Kreator aplikacji mobilnych

or you will fail!

Pricing ?• Vendors tend to have too low prices, if they focus on fast exit!

• VCs support creates bubble and lack of profitability within newbies.

• Occupation: Startup Owner/CEO

• Weird Expectations for huge MoM – while there is a limited numberof prospects that can afford advanced tools and experimentsduring pilot.

• Learn leads nurturing – not every lead classifies to become yourcustomer.

Blue ocean in other sectors• RedOcean - Martech/Adtech is too crowded• Create dedicated tools for SMB – for example fitness clubs ERP –

Perfect Gym Solution • Agriculture not touched

• SaaS for SaaS creation – SaaS Manager • SaaS for App Development – Kinetise

• Deaf Communication Platform – Migam

The email galaxy• GetResponse (2001)

• SARE (2005)

• ExpertSender (2008)

• Freshmail (2008)

• Platforma3>Mail3 (2010)

• HotSend

• Beemail (2013)

• JetMail

• Sendingo

• Redlink

• Anomail

Founded in Poland: Popular in Europe:• Optivo

• Mailchimp (2001)

• Splio

• Mailigen

• Constant Contact (1995)

• Mailigen

• Responsys (1998)

• Apsis

• Emarsys (200)

• Emailvision> SmartFocus

• Aweber (1998)

• ExactTarget

• CampaignMonitor

• DotMailer

• JangoMail

• Mailjet

• VerticalResponse

• Sendigo

• Sendgrid

• Bluehornet

• Sengrid

• Mandrill

• Bronto

Galaxies Social, SEM• Brand24 (2011)

• SentiOne (2012)

• Monitori (2014)

• SoTrender (2010)

• Newspoint

• NapoleonCat

• BrandSpy

• Catvertiser

• FastTony

• Google Alerts (2003)

• Radian6 (2006)

• SocialBakers (2008)

• SproutSocial

• Brandwatch

• Replise

• Meltwater

• Sprinklr

• Hootsuite

• Positionly (2012)

• Senuto

• SEMRush

• MajesticSeo

Founded in Poland: Other social: SEM software:

Enterprise software galaxy• IBM

• Microsoft

• SAP

• Oracle

• Adobe

• Salesforce

• Neustar

• Doubleclick

• IgnitionOne

• Acxiom

• Criteo

• Adform

• Mediamath

• Omniture

• MixPanel

• Eloqua

• Google Analytics 360 Suite

• Neustar

• Lotame

• Krux

• Bluekai

• Appsflyer

• Marketo

• Hubspot

• Radian6

• Nanigans

• Optimizely

• Atlas by FB

New species in Martech

• Base CRM

• Livespace CRM

• Sugar CRM

• MiniCRM

Agrregation:

• SumAll

• GeckoBoard

• Cojoin

CustomerServiceAutomation:

• UserEngage

• Intercom

• CallPage

Sales:

• Righthello

• Growbots

• Woodpecker

• Datanyze

• Usability Tools

• Marketizator

• Kissmetrics

• Hotjar

• Optimizely

• Landingi

• Landerapp

InfluencerMarketing:

• Indahash

• Brandbuddies

Proximity:

• Linteri

• Synerise

• SocialWifi

• JustWifi

• Social&Beyond

• HumanDemand

• AppAudience

Video:

• Muse

• Ghost

• Ellen

• Vidiq

• Videology

Martech universe

Tekst tekst tekst

Millenials equal disruptiveWhy Generation Y is a rebellion for Enterprise Empire?

Millenials equal disruptiveStrong need for self development and achievements

Digital natives – how technologyand social media shaped theirself-confidence ?

Competitive intel – why youngpeople forget about it?

Millenials at work

7 / 10 millenials think they need more time fot themselves at a workplace

3 / 5 millenials expect to change their job earlier than in 5 years

1 / 4 millenials think that their job should be more appreciated

9 / 10 millenials are sure that they deserve their dream job.

Source: : „Millenials @ Work” Deloitte

Millenials At workWhat millenials want:

• Have more possibilites

• People to appreciate their opinions

• To get awards for their work

• Be promoted earlier

• Multitasking

• Experience acceptation

Vision of millenials atManagers heads: • Creative

• Self centered

• Demaning

• Want to be autonomous

• Concentrated on themselves

Source„Millenials @ Work” Deloitte

Millenials AT work

Source„Millenials @ Work” Deloitte

Millenialsi w pracy

Źródło: „Millenialsi w Pracy” Deloitte

Millenials rebellion

Rebellion of E-commerce

E-commerce eats traditional Retail:

- Creates processes from a scratch

- Cares for Customer Experience

- Flat structure

- Understands Digital Marketing and Digital Natives

- Understands power of big data

- Omnichannel oriented

Stop calling

me unicorn !

Rebellion vs EmpireLet’s buy Disruptive?

Midichlorians?No mate!

Not even once!

#Eatclean

You never know which one will succeed !

Even if he seems be to a chosen one...

High risk for vc’s and market reputation!

Self-serve vs full service

• OldSchool vs NewSchool

• IT Companies vs Startups

• Who is supposed to adjust: Vendor or Marketer?

• The speed of light to ROI

• Choose wisely my padawan

new hope – Ai!?

Machine Learning

Predictive Analysis

Big Data

Orchestration

Metatags

Programmatic

Artificial intelligence?

Implementation done by AI? – I don’t think so.

Does it have access to all the data you gather?

Are you sure your software really, really can do the same?

From stupid robot to Ex_Machina

Scorepowered

Score poweredMay the force be with …all your digital channels!

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THESE ARE THE DROIDS

YOU ARE LOOKING FOR!

New hope– Scoring

MIN. SPENT ON-SITE

PAST PURCHASER

HOURS BETWEEN VISIT

KEYWORDS SEARCHED

NEW VISITOR OF THE SITE

SITE CATEGORIES VISITED

YOUR WEBSITE AUDIENCE ANALYZE VISITOR INTERESTS

TO BUILD RICH CUSTOMER PROFILES

REFERRING URL

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EASiLY ExTEND ACRoSS CHANNELSEnsure a relevant customer journey from the Facebook newsfeed, to Google search results, to display, your website, and email.

Search

(RLSA)Email

Display

(DSP)WebsiteFacebook

Customer Journey

Empire strikes backDMP

Empirestrikesback:dmp

What dmp can?

Gartner Magic quadrant

Source: Gartner “Magic Quadrant for Digital Marketing Hubs” by Andrew Frank, Jake Sorofman and Martin Kihn

New episode : Adtech ?

Media house

Can you see this publisher Han?

He gave me bigger kickback!

Oh and by the way – our group

created own tool

Martech/Adtech jedi masterMichal Kreczmar

Digital TransformationDirector PwC Poland

Krzysztof Nowicki

603663766

krzysztof.nowicki@ignitionone.com

www.ignitionone.com