Sales and Marketing Technology

Technology Sector
Analysis
Author: Ben Scherer, CEO
11.11.2019

Table of
Contents
1 Sector Dynamics
2 Sales Technology
3 Marketing Technology
4 Lead Generation Technology
5 Nieche Technology

Sector Dynamics
Buyer focused overview of Market
Consumer Demand
▪ Increased focus to rely on third party data to make decisions
e.g. content, influencers, comparison
▪ Increased desire to receive tailored and highly relevant content
▪ Decreasing trust in generalized marketing messages
▪ Brand loyalty as part of identity
▪ More global mindset and buying behaviour
Buyer Demand
▪ Consumer demand shifting towards user experience
▪ A.I.
▪ Re-Thinking the CRM as core platform
▪ Integrating Sales and Marketing Activities
▪ Handling technology ecosystem complexity
Stakeholder Handling
▪ Salesforce is expanding with external players
▪ Marketing adding influencers and user generated content
▪ Deeper integration of channel partners into marketing mix
Key Features of the Sector
▪ Concentric focus around core platforms
▪ ROI focused selection of channel mix drives technology choice
▪ Talent and Service Company market stepping in to support
Technology Sector Dynamics
Investor Sentiment
▪ Market satiated with smaller players increasing difficulty of placing
Exits
▪ IPO market not as optimisic as in other sectors, making M&A relevant
▪ Highly competitive market in winning companies with decreased appetite
to invest in early stage or unproven companies
Ecosystem Development
▪ Consolidation expected and increased service offerings to make buyers
cope with solution landscape
▪ Talent acquisition in mature market attracting early and late majority and
leads to lack of high-end marketing and sales technology talent
▪ Engineering and “deep tech” elements driving promising technology companies
Analyst View on the market
▪ Complexity forces analysts to rely on sector maps and thought leaders
▪ Analysts decompose markets into trending segments by looking at reasons of
adoption and researching core pains in the marketing department
▪ Differentiation must rely on ROI and impact
▪ Strong players need scalability and platform element
Entrepreneurs
▪ Mostly mature, sector-experienced entrepreneurs building to existing market
▪ Few disruptive players in the field of CRM, A.I. applications and niche markets
▪ Overall peak marketing likely behind us when it comes to attracting top
entrepreneurs

Marketing Technology
Sources: (1) https://chiefmartec.com/2019/04/marketing-technology-landscape-supergraphic-2019/
(2) https://martechseries.com/analytics/b2b-data/martech-radar-2019-top-250-b2b-technology-companies-you-should-follow/
2022
Summary Statistics:
▪ Total Market Size: 121 Billion
▪ # Companies: 7.000+
▪ Key trends:
▪ Ecosystems, Experts, Engineers
▪ Upcoming Consolidation Waves
▪ Convergence with Sales Tech
▪ Top Players are “old school”
▪ SAP
▪ Salesforce
▪ Consolidation View
Consolidation?

Marketing Technology – Influencer Marketing
Sources: (1) https://nfluencepartners.com/customer-experience-comes-of-age/
Optimizing the customer
experience when facing
“Attack” from large marketing
budgets is critical recent stage
of evolution.

Marketing Technology – Influencer Marketing
Sources: (1) https://www.slideshare.net/InMktgWeTrust/digital-marketing-landscape-overview-september-2014
Earned Media:
Known for highest effectiveness in building
trust and acceptance of brands and products.
Evolving landscape of tools to capture power
in this side of the market. ROI increasing and
budgets shifting towards this channel.
Paid Media:
Most scalable way to build impressions. Focused
on fine-grained segmentation and scale. Directly
placing in front of customer using platforms s.a.
Facebook, Instagram, Search.
Owned Media:
Still core to driving analytics and sales funnel for
most companies. Data ownership is key to long-
term success in market.

Sources: (1) https://www.bluevenn.com/blog/analyzing-customer-data-platforms-in-gartners-hype-cycle
Gartner Assessment:
Ahead of Curve:
▪ Consent and Preference Management
▪ Personification
▪ Real-Time Marketing
▪ Conversational Marketing
Consolidation:
▪ Data Platforms
▪ Location Intelligence
Maturity:
▪ Social Analytics
▪ Influencers and Advocacy
We believe LeadZen can use the maturity of Social
Analytics and Influencer Marketing to re-think the
topic of offline, AI-powered WOM marketing and
put it in the context of the Personification domain.

SalesTech
Sector Statistics
▪ 950 companies in 2019, up from 830 in 2018
▪ Funding in last 12 Months: 1.8 Billion USD
▪ Acquisitions grow 250%, reaching 9.5 Billion USD
▪ Approx. 100 new companies launching year over year
▪ Average of 4.6 – 5.6 Sales Tools used by Sales Rep
Highlights:
▪ Gartner expects disruption of CRM (1)
Trends
▪ Data Visualization
▪ Sales Pipeline Management
▪ Predictive Analytics
▪ Chats / Conversational Marketing
▪ Forecasting
▪ Sales Enablement
▪ New categories: automation, Intent Data,
Sources: (1) https://www.saleshacker.com/salestech-landscape-2019/ (5) https://martechseries.com/sales-marketing/crm/gartner-predicts-digital-optimization-will-disrupt-crm-sales-technology/
(2) http://unified.vu/2016/01/28/why-sales-tech-stack-shoud-not-cost-500-per-sales-person/
(3) http://unified.vu/2018/06/11/the-ever-growing-sales-technology-landscape-sales-tech-stack-2018/
(4) https://martechtoday.com/with-600-vendors-sales-tech-landscape-is-1-10-the-size-of-martech-and-still-overwhelming-226194
Overview of critical developments
Incentives, Compensation, Commission
▪ Incentive Models and Payout Schemes and Factoring
Sales Coaching and Enablement
▪ Speed up onboarding and sales success metrics
Pipeline Management
▪ Facilitate throughput of sales volume
Guidance, Recommendations, Intelligence, Buyer Insights
▪ Find replicable Patterns in Sales Approaches and Engagement
Sales Content, Collaboration, Sharing
▪ Facilitate collaboration and sharing of insights and best practices
Partner Management
▪ Handle the onboarding of loosely coupled agents
▪ Manage conflicts, incentives, activity
LeadGen, Prospecting, Engagement Automation

SalesTech – Kouchkovsky Landscap
Sources: (1) https://www.ledgerinsights.com/blockchain-innovation-gartners-sales-hype-cycle/

Elements of LeadZen
Sources: (1) http://unified.vu/2018/06/11/the-ever-growing-sales-technology-landscape-sales-tech-stack-2018/

SalesTech – Nardin Landscape
Sources: (1) https://martechtoday.com/with-600-vendors-sales-tech-landscape-is-1-10-the-size-of-martech-and-still-overwhelming-226194

SalesTech – Buyer Journey Technology
Sources: (1) https://www.donaldaly.com/10-segments-in-the-sales-technology-landscape-or-sales-tool-capability-plan/

SalesTech – Sales Development by Ken Smith / Tenbound
Sources: (1) https://tenbound.com/sales-development-market-map-v3-released/
Key Elements
▪ Referrals
▪ Automation
▪ Social Selling Tools
▪ Education, Consulting, Training
▪ Data, Intelligence

Sales Technology – Forrester View
Sources: (1 https://go.forrester.com/blogs/channel-software-tech-stack-2019-infographic/
Channel Technology focuses on making
channel sales more efficient. By
providing data insights from the
corporate CRM to the channel users, by
increasing onboarding via training, and
by optimizing incentives and solving
channel and territory conflicts.
Newer technology includes through-
channel marketing automation which
adopt influencer marketing technology
by making channel partners influencers
in the marketing efforts.
The aggregator platforms for all activity
are called Partnership Channel
Management (PRM)

Sources: (1 https://go.forrester.com/blogs/channel-software-tech-stack-2019-infographic/
LeadZen offers a turnkey solution for
strengthening efforts in the areas of:
▪ Find and Recruit
▪ Enable & Develop
▪ Incent & Motivate
▪ Co-Sell and Co-Market

Sources: (1 Google Image Search

Sources: (1 https://go.forrester.com/blogs/the-channel-software-stack-a-comprehensive-and-critical-look-at-the-future-of-the-industry/
Channel Technology focuses on making
channel sales more efficient. By
providing data insights from the
corporate CRM to the channel users, by
increasing onboarding via training, and
by optimizing incentives and solving
channel and territory conflicts.
Newer technology includes through-
channel marketing automation which
adopt influencer marketing technology
by making channel partners influencers
in the marketing efforts.
The aggregator platforms for all activity
are called Partnership Channel
Management (PRM)

Assessment
One of most active sectors
in technology.
Buyers facing issues in:
- Selection
- Integration
- Activation / Use
- Talent

(2) https://chiefmartec.com/2015/01/system-dynamics-2000-marketing-technology-vendors/
▪ Evolution of tools shows how the global
tech ecosystem reacts to challenges in
the B2B SaaS Sector

Marketing Technology – Original in 2012
Sources: (1) http://chiefmartec.com/post_images/marketing_technology_landscape_2012.jpg
(2) https://www.steckler-emarketing.com/about-the-team/

Marketing Technology – Original in 2012
Sources: (1) https://www.venturescanner.com/2019/10/29/venture-scanner-sector-maps/

▪ All major geographic hubs bring forward their own MarTech tools
▪ We believe that sales technology will see similar effect
▪ Germany overall attractive in MarTech and accepted by global customers

Marketing Technology – Distribution by Marketing Strategy
Sources: (1) http://www.eqtm.com/2016/01/29/your-business-your-digital-marketing-channels-choose-wisely-part-1/

Marketing Technology – Distribution by Marketing Strategy
Sources: (1) https://moz.com/blog/a-checklist-to-choose-which-internet-marketing-channel-is-right-for-your-business

Lead Generation – General Technology Overview
Traditional Channels Other Channels Outside / Direct
Classic Direct Campaigns Brick & Mortar
Display Ads - Billboards, Blimps, Object prints, Events / Tradeshows / Meetups Stores
Ads – Film, Radio, Magazines Telemarketing / Call Center In-Store: Kiosks, Supermarkets, Chains, Vendors
Product Placements – Film, Radio, Magazines E-Mail Marketing / Inside Campaigns / Drip Campaigns
Endorsements - Celebrities, Events, Groups Direct Mailings / Gift Cards / Loyalty Cards Sales
Catalogues, Supplier lists, Marketplace Listings Door-to-Door / Field Sales
Discounts / Coupons Marketplaces and Digital Storefronts Inside – Calls, E-Mails, Mailings, Social Sales
Physical Merchandize (T-Shirts, Beermats, Goodies) eCommerce (Amazon, eBay) Channel – Agents, Partners, Distributors, etc.
Platform Marketplaces (Atlassian,GitHub, Azure, AWS)
Digital Content
Search – Ads, Placements, in-content/links Blogs, Articles, Research
Social – Pages, Posts, Groups, Ads Flyers, Stickers,
Web – Pop-Up, Banners, Content, etc. Images & Infographics
Influencers – Endorsement, Content, Features Explainers, Tutorials, Video
User Content / Feedback – Forums, Pages Presentations, Whitepapers, Thought Leadership, Battlecards
Reviews / Comparisons
Affiliates
Referrals / Loyalty
SMS / Whatsapp / Messaging / Chats

Lead Generation – General Technology Overview
MARKETING CHANNEL LOW HIGH AVERAGE
Events & Tradeshows $180 $1,442 $811
Referrals $54 $92 $73
Video Marketing $59 $288 $174
LinkedIn Advertising $51 $99 $75
Webinars $45 $98 $72
Display Advertising (Programmatic) $34 $42 $38
Traditional Advertising (TV, Radio, Print) $38 $1,200 $619
Search Engine Advertising $38 $181 $110
Online Retargeting $22 $39 $31
Social Media Advertising $21 $73 $47

Marketing Technology – Trend: Influencer Marketing
Sources: (1) https://www.slideshare.net/fabio.bin/the-ultimate-influencer-marketing-landscape-2017
Influencer Marketing is Affiliate
Marketing that does not share
backlinks, but brand impressions,
reviews, opinions.
It is the content-marketing version of
Affiliate Marketing. It disguises itself as
Word of Mouth Marketing, as it wants to
activate the direct communication of
online users with their peers and
friends.

Marketing Technology – Trend: Lead Capture based on Content
Influencer Marketing is Affiliate
Marketing that does not share
backlinks, but brand impressions,
reviews, opinions.
It is the content-marketing version of
Affiliate Marketing. It disguises itself as
Word of Mouth Marketing, as it wants to
activate the direct communication of
online users with their peers and
friends.

Marketing Technology – Trend: Influencer Marketing
Company Description
LovBy (Italy) “Share what you love”. Get a reward for talking about brands.
Online Focus : Photos, Likes, Tweets, Ratings, Product Tests
Linqia Performance Based Influencer Marketing
Crawls web for identifying influencers and create performance based campaigns
indaHash SQL Influencer Campaigns
TRBE (Agency)
MVRCK All in One Influencer Marketing including loyalty and rewards. Relationship Management with Influencers
Publicfast Easiest way to find and work with the right reactions. Broadcast influencer messages on Social Platforms
Crowdtap (US) Thousands of questions from brands for influencers to answer. Share opinions and earn rewards, gift card, product samples
Expertvoice / Experticity Where brands can easily find, educate and reward influencers. 60% discount on leading brands if you write opinions
Pixlee Visual Marketing Platform for Brands and User generated content on Social Media
Crowdly Digital. Social. Online. Influencer marketing for fundraising for non-profits
Shoutcard Reach 600M influencers and their followers (e.g. buy a post from rappers and other influencers)
Tapfire On Demand access to largest influencer networks. Mobile app to push content to leading influencers for cash
Friendz Digital Marketing on Blockchain. Blockchain and Word of Mouth Online
Markerly Find real people willing to share your brands . Create and Connect authentic people as brand affiliates on Social Media
Review of technology companies yields that value propositions focus purely on online activity.
The incentives are discounts or cash incentives (Cash for impression, distribution and content generated by users)

Marketing Technology – Trend : Blockchain Marketing
Sources: (1) https://chiefmartec.com/2018/02/blockchain-marketing-technology-landscape-grows-400/
The use cases where the ownership of
data shall be everyone and the
negotiation of trust shall be similar to
the traditional blockchain approach is
limited.
More often than not, the application
stand on unsolid ground, as marketing
is about aggregation of proprietary
data.
An open platform approach likely can
not work very well, apart from creating
use cases on analytics and statistics.

Marketing Technology – Trend : Intent Marketing
Sources: /1(https://pt.slideshare.net/kbspvc/intent-marketing-landscape-kbs-ventures
Intent Data is one of the newest areas
relating to the application of artificial
intelligence.
Where data platforms focused on
providing dimensional data to cluster
segments into finer subsegments,
and Account Based Marketing focused
on extracting predictive patterns based
on the time series information around
account interaction, the intent data now
looks into extracting buying signals
using language processing and studying
buy signal generators that can infer
urgency or buying intention.

Marketing Technology – Content Marketing
(2) https://martechseries.com/analytics/b2b-data/martech-radar-2019-top-250-b2b-technology-companies-you-should-follow/
Content Marketing:
Content Marketing is the overarching
concept behind all recent trends in
marketing that try to get people to talk
about brands and products. It is the
activation channel for word of mouth
and referrals and recommendations and
the user generated content.
By educating the crowd on product
information and allowing it to express
its opinions, knowledge and insights on
events, in social media platforms and
user generated content areas, the reach
of brands is increased.

(2) https://chiefmartec.com/2019/11/martech-collaboration-marketing-real-impediments-martech-success/
(3) https://chiefmartec.com/2019/01/3-trends-next-age-martech-ecosystems-experts-engineers/
▪ Marketing Technology sector one of the most
mature and complex tech sectors apart from
Cyber Security
▪ Extensive knowledge and insight pool inside
the landscape and its dynamics about market
▪ Explosion of tools and talent supply issue make
martech sector malfunction. This is an opportunity
for thinking outside of box of marketing to re-think
lead generation. Something that LeadZen does.

Sales and Marketing Technology

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