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The Perfect Martech stack: How to select the

best marketing technology for your business to

maximise ROI

Dr Dave Chaffey. CEO, SmartInsights.com

www.slideshare.net/Smart-Insights

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So many tools, so many tasks,

so little time!

AGENDA

Techniques, tools and process to help you

boost sales across all customer touchpoints

Reach

Act

Convert

Engage

Auditing your martech stack

Reviewing your implementation

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About Dave Chaffey

Co-founder and Editor

of SmartInsights.com -

a marketing advice

community with > 1

million uniques/quarter.

Premium members in

over 100 countries use

our planning guides,

templates and online

courses to Plan,

Manage and Optimise

their digital marketing.

We also offer

consulting and

training for members.

Specialist Digital Marketing consultant, trainer and author since ‘97.

Free Basic membership

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Smart Insights and Technology for Marketing

Meet us at stand:

T1128

Get advice

Get a free of copy

of our Martech

tools wheel and

Download: http://bit.ly/smartdigital2017

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Using martech to fuel your

entire customer lifecycle…

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Missed opportunities of Martech

1. Detailed search analysis

2. AB testing by device

3. Welcome sequences

4. Dynamic content and

personalisation

(web and email)

5. Web assisted customer

service and sales

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Detailed search analysis

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Using Intercom for assisted service

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Q. How many marketing

technogies do you use?

(via Javascript installed on a site)

0 – 10

10 – 20

20 – 30

More than 30

Not sure

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Audit your competitors with:

BuiltWith, SimilarTech or Observepoint

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Builtwith.com popularity

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Recommendation

Use a “Tag Management System…”

Google Tag Manager

Brighttag

Tealium

Ensighten

Adobe Dynamic Tag Manager

See also CDPs – Customer Data Platforms

and DMPs – Data Management Platforms

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Recommendation – Audit your

implementation

Source: www.limaconsulting.com

Travel Retail

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Q. Which is the most ’business

critical’ martech in your stack?

Content marketing system

Email marketing system

Marketing automation system

Marketing Cloud

Other, e.g. AB – Testing system

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Auditing:

What is your Martech stack gap?

Download: http://bit.ly/smartdigitaltools

21Source: Scott Brinker (@ChiefMartech)

View latest

With thanks to… Scott Brinker

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…and Brian Solis

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30 Digital Tools categories #1

Download: http://bit.ly/smartdigitaltools

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Recommended members’ toolkit

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How we chose the tools

1. The most popular tools by volume of usage – so widely

used, freemium or lower cost tools around the edge,

enterprise towards middle.

2. Services we use or are familiar with and are rated highly

by tools review sites. Voice of the Crowd from G2Crowd,

Capterra, Trust Radius, Alternative To.

3. Services suitable for small and mid-size businesses with

limited technology budgets.

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30 Digital Tools categories #2

Download: http://bit.ly/smartdigitaltools

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Recommended Tool – Hot Jar

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Recommended Tool: Convert.com

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Many other ways to review your stack

2016 Stackies Awards

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Using the stackies to

audit your approach

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Inspired this new approach

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Martech stack channel audit tool

Martech

Function /

Channel

1. SEO 2. Paid

media

3. Owned

media

(CM + social)

4. Experience 5. Email and

Marketing

Automation

6. Analytics 7. Multichannel

integration

1. Core

broadcast

communications

Keyword

management

and performance

Direct ad

platform

management

Social media

management

Content or

commerce

management

system

Email broadcastWebsite

analyticsSales

2. Personalised

individual

communication

Backlink

management

Retargeting

platform

Outreach

management

Personalised

messaging

and mobile push

Retargeting or

Contextual

platforms

Tag

management

Customer service

and support

3. Optimisation

On-page

crawling and

recommendationProgrammatic Creative testing

Landing

Pages

CRO Tools

Creative

optimisation

Rendering and

delivery

optimisation

Customer

Data

Platforms

ID

management

Sales optimisation

4. InsightGoogle

ToolsCDP

Social

benchmarking

Survey tools

Intent

Segment and

campaign

reports

Attribution

modelsCall tracking

5. Planning and

managementGap analysis

Budget and

campaign plans

Editorial

calendars

Conversion

optimisation

plans

Contact

strategyCustomisation Contact rules

6. ProductivityIntegrated

tools

Ad asset

management

Asset plans

and

management

Content audits

and plans

Pre-broadcast

tests

User access

control

Company wide

internal comms

Marketing Cloud or Best-of-breed?

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Martech stack channel audit tool

Martech

Function /

Channel

1. SEO 2. Paid

media

3. Owned

media

(CM + social)

4. Experience 5. Email and

marketing

automation

6. Analytics 7.

Multichannel

integration

1. Core broadcast

communications

Direct ad

platform

management

2. Personalised

individual

communication

Personalised

messaging and

mobile push

Retargeting or

Contextual

platforms

3. Optimisation Programmatic Creative testing

Landing

Pages

Creative

optimisation

Rendering and

delivery

optimisation

CDP

Sales

optimisation

4. Insight CDP

Segment and

campaign

reports

Attribution

modelsCall tracking

5. Planning and

management

6. ProductivityIntegrated

tools

Ad asset

management

Which are the gaps in the Martech toolset

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Poll. Which is the most important

techniques you use to assess

significant technology investments?

Business case with cost-benefit

Detailed vendor feature comparison

Formal pitch from shortlist of vendors

Trial of 2+ systems based on use-cases

Evaluation of ROI after 6 months

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Are you reviewing AI opportunities?

37Source: 15 applications of AI

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But, remember that…

“Tools won’t get you far

without

Plans, People and Processes

to optimise your

customer experience”

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Let’s Connect – Questions & discussion welcome!

https://www.linkedin.com/in/davechaffey

www.slideshare.net/Smart-Insights