The current landscape of marketing and sales technology

1. Marketing and
Sales Technology
Landscape

2. Michael Carroll
President, SmartAcre, Inc.
Cell: 610-390-5036
Twitter: @getsmartacre
linkedin.com/in/michaeljcarrolljr
2
mcarroll@getsmartacre.com

3. SmartAcre is a lead and demand generation
marketing agency who helps your business connect
and engage with people throughout the customers’
journey.
strategy | marketing and sales technology | lead and demand gen
campaigns | creative and content
3

4. 4
+
+
Expansion
2016, New York, NY
Who We Help
B2B and technology brands
Certifications
Google, WordPress, Salesforce, Pardot,
HubSpot, Marketo, Silverpop
Team Profile
Strategists, consultants, designers and technologists
+
Founded 2008, HQ - Bethlehem, PA
Fastest Growing Company
By LVB 2014, 2015 & 2016

5. who we help
5
getsmartacre.com/work

6. 6
agenda
• Who Needs a HUG?
• Marketing and Sales Technology Landscape
• Do Buyer Personas Really Matter?
• How to Use the Customer Journey
• Q&A

7. 7
HubSpot User Groups
• HUGS consist of HubSpot customers, non-customers,
marketing professionals, that meet in person to learn about
inbound marketing best practices and the HubSpot software.
Call for all speakers.
• Goal is to host 10 events in 2017.
• Members expect to learn marketing tips, tools, and tricks to
start, improve, or expand upon their inbound marketing
efforts.
• HubSpot employees often travel to HUGs to share HubSpot
tips and news to keep the group up to date.
• Checkout other HUGS: http://www.hubspot.com/join-a-hug

8. marketing & sales
technology overload

9. On average companies have 17 pieces of
marketing software

10. 10
overwhelming options

11. 3800+ in 2016
chiefmartech.com

12. 12
categories
• Sales Automation, Enablement & Intelligence (220)
• Social Media Marketing & Monitoring (186)
• Display & Programmatic Advertising (180)
• Marketing Automation & Campaign/Lead
Management (161)
• Content Marketing (160)

13. 13
crm application spend

14. 14
most wanted ma features
getsmartacre.com
Marketing Automation Strategy Survey, N=317, Ascend2 and Marketo, April 2015

15. 15
most important ma goals
• Increasing lead generation (61%).
• lead nurturing (57%).
• sales revenue (47%).
• Improving customer engagement (36%).
• marketing productivity (29%).
• improve measurability (28%).
• campaign targeting (22%).
Marketing Automation Strategy Survey, 2016

16. 63% of companies outsource all or part of
marketing automation strategy planning.
Ascend2 “Marketing Automation Trends Survey” (2016)

17. The most significant barrier to marketing
automation success is the lack of an
effective strategy (52%).
Ascend2 “Marketing Automation Trends Survey” (2016)

18. marketing automation
should lead your
technology stack

19. 19
align methodology with technology
• Inbound methodology focuses on buyer personas and
personalization.
• Emphasis on engagement, segmentation, and making
sense of data from all sources.
• Touches marketing, sales, service, and customer
retention and related technologies.
• Manages campaigns across the customer journey
through multiple channels.
• Marketing automation platforms offer a combination of
promotion, content delivery, management, and analytics.

20. 20
Awareness
PR/Outreach
Content
Marketing
Events / Webinars
SEO
Social Ads
Consideration
PPC
Email
Online Ads
Remarketing
Blog
Lead Nurturing
Case Studies
CRO
Website
Workflow
Purchase
Sales Enablement
Usage Data
Knowledgebase
In-Product
Messaging
Community
Onboarding
Retention
Social
Nurtures
Blog
Promos
Advocacy
Customer Journey Marketing

21. What Can Marketing Automation Do?
21

22. 31%
10%
14%
19%
26%other
ma market share
source: VentureBeat
22

23. 23
take aways
• Marketing technology is a huge part of a today’s
marketing and sales landscape.
• The number of tools are endless. Have a strategy.
• Inbound methodology and the customers’ journey will
align personalized communication, relevant content,
and effective channels.
• Marketing automation combines many features that
align marketing and sales functions.

24. THANK YOU! | mcarroll@getsmartacre.com
lehighvalley.hubspotusergroups.com
Check back for our next event!