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The Ultimate Growth Marketing Stack

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With 6,000+ tools to choose from, marketers are experiencing a "Stackapocalypse." Cut through the nightmare of choice with our ultimate growth marketing stack, proven to work seamlessly together to turn leads into conversions at scale.

Join Kissmetrics and Effin Amazing in this upcoming webinar to learn:

The tool stack that drove record-breaking growth for Effin Amazing's clients
How to integrate your stack for maximum marketing impact and minimum effort
Cool stack use cases including data enrichment, lead scoring, and workflow automation

Publicada em: Marketing
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The Ultimate Growth Marketing Stack

  1. 1. The Ultimate Growth Stack DAN MCGAW, EFFIN AMAZING
  2. 2. @Kissmetrics #Kisswebinar @thuelmadsen
  3. 3. Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a Kissmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Dan McGaw is an award-winning entrepreneur and speaker. He is also the Founder and CEO of Effin Amazing, an analytics and growth consultancy that helps product and marketing teams get data driven and optimize their businesses. Coined as one of the original growth hackers, he has led the teams at Kissmetrics.com and CodeSchool.com. DAN MCGAW CEO, EffinAmazing @DanielMcgaw
  4. 4. #Kisswebinar @EffinAmazing @DanielMcgaw
  5. 5. The Beginning of a #Stackapocalypse? TOOLS Marketing Tools. Sales Tools. Developer Tools. Support Tools.
  6. 6. 2011 150+ martech tools Marketing Stack Growth. INDUSTRY Over the past few years martech has grown like crazy. http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/
  7. 7. 2013 350+ martech tools 1000+ martech tools INDUSTRY 2014 http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/ http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/
  8. 8. 2015 2000+ martech tools 3500+ martech tools INDUSTRY 2016 http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/ http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/
  9. 9. With so many companies coming on to the market, the industry can support itself just by having new tools coming out needing to use its services. This will at one day be a bubble which pops, but it looks like we are still years away. When this does happen, there will be a #stackapocalypse. Summary 6000+? INDUSTRY 2017 6000+ martech tools??
  10. 10. Talking about changing your stack is effin scary. Trust me, just changing one tool can bring on nightmares. Change
  11. 11. 21+11-206-10 QUANTITY 1-5 How many tools are in your stack?
  12. 12. What is in My stack?
  13. 13. 29+ What is in My stack? My inbox - Gmail 3 Social Automation tool – Buffer, Revive Old Post and Zapier LinkedIn message blast tool - GPZ 4 Lead capture tools – Prospecthive, Klenty, Toofr, Grouply Webinar tool - Zoom Video Meeting tool - Zoom 2 Calendar tools – Mixmax and Google Calendar Video streaming tool - Wistia AB testing tool - Optimizely CMS - Wordpress 2 Data piping tool – Segment and Zapier Tag manager – Google Tag Manager CRM – Salesforce Contract Signature - Nitrocloud 4 marketing automation tools – Klenty, Mixmax, Mailchimp and Autopilot 5 analytics tools – Google Analytics, Amplitude, Kissmetrics, Mixpanel and Hotjar
  14. 14. Most Tools are Siloed PROBLEM Marketing and Sales tools rarely talk to each other. In most cases, the leads are just sent from one tool to another without knowing where the lead came from, why they were interested or even where the lead entered their information. 2007 2008 2009 2010 2011 2012 2013 2014 2015 Company Statistic
  15. 15. Choose tools based upon integration. It is critical for Growth. Ultimate Growth Stack
  16. 16. Ease of integration is critical for marketing success. Growth teams and marketers need to take action without a developer. Pick tools which minimize developer integration time. THE ULTIMATE STACK
  17. 17. Use Tag Manager Google Tag Manager let’s you add analytics tag, conversion pixels and custom scripts without ever having to talk to a developer. Finally, getting a new script added takes less than an week. 01.
  18. 18. Use Tag Manager01. Tag Manager Add Tags in the 21st century
  19. 19. Use Segment Segment is the Rosetta Stone of API’s. It allows you to install once and work with over 300 different tools. Data piping magic that keeps you flexible, agile and ready for innovation. 02.
  20. 20. Segment Integrate in the 21st century
  21. 21. Integrate in the 21st century SEGMENT Marketing Tools. Sales Tools. Developer Tools. Support Tools.
  22. 22. Use Clearbit Clearbit is the modern enrichment provider. With API you want to use and a sexy Segment integration, you can pass your new firmograpahic, technographic and demographic data into any tool. 03.
  23. 23. Clearbit Enrich in the 21st century
  24. 24. Enrich in the 21st century CLEARBIT Prospecting Data. Firmographic Data. Demographic Data. Technographic Data.
  25. 25. Use Autopilot Autopilot is a newer marketing automation platform which threw out the rule book. Instead of being a big clunky beast, they are lean, yet a powerful multi- channel marketing automation platform. 04.
  26. 26. Autopilot Automate in the 21st century
  27. 27. Automate in the 21st century AUTOPILOT Email Automation. Text/SMS Automation. Postcard Automation. Pop-up Automation.
  28. 28. Use Salesforce The #1 CRM is #1 for an effin reason. The platform is not cheap, but with the ecosystem of tools and integrations it has, you are an idiot if you choose something else. Even startups with no money should use this tool. 05.
  29. 29. Salesforce CRM in the 21st century
  30. 30. CRM in the 21st century SALESFORCE App Exchange. Lead Tracking. Deal Tracking. Customer Tracking.
  31. 31. Use kissmetrics Kissmetrics by far is the most powerful analytics tool. Their innovation cycle on new visualizations and reports is astounding. They are also the cross- device tracking leader say’s me :) 06.
  32. 32. kissmetrics Analytics in the 21st century
  33. 33. Analytics in the 21st century KISSMETRICS Multi-Device Analytics. Dashboard Analytics. Customer Analytics. Real-time Analytics.
  34. 34. Use Zapier Zapier is one of the most connected tools in the world. With over 300 integrations, it can pass data from one tool to the next, while transforming and filtering data to ensure you only get what you need. 07.
  35. 35. Hack in the 21st centuryZapier
  36. 36. Having tools is one thing, but putting them to use is another. Let’s review some examples. Now What?
  37. 37. RealThread.com Custom T-shirt printing has never felt so good. Real thread is a custom t-shirt printer which has some of the softest inks to ensure your customers enjoy wearing your shirts. The print for fashion lines, startups and all sorts of businesses. Their Customers INTRODUCTION
  38. 38. Increase net new customers When focused on the Real Thread business we agreed to improve their rate of acquiring new customers. Instead of spending money on more reach, we wanted to take advantage of what we already had. LOTS of LEADS!!!! Goal
  39. 39. Lead Scoring People who have given us their email, but do not appear ready to purchase. Many of these folks need to be identified or qualified. Increase net new customers When focused on the Real Thread business we agreed to improve their rate of acquiring new customers. Instead of spending money on more reach, we wanted to take advantage of what we already had. LOTS of LEADS!!!! Goal
  40. 40. Lead Scoring People who have given us their email, but do not appear ready to purchase. Many of these folks need to be identified or qualified. Increase net new customers When focused on the Real Thread business we agreed to improve their rate of acquiring new customers. Instead of spending money on more reach, we wanted to take advantage of what we already had. LOTS of LEADS!!!! Goal Personalized Journeys Each buyer personas has their own desires and needs. By personalizing their journey we can push them farther down the funnel while keeping engagement high
  41. 41. Lead Scoring People who have given us their email, but do not appear ready to purchase. Many of these folks need to be identified or qualified. Improved Reporting Marketing rarely knows what happens to a lead after it is sent to sales, but it is time for that to change. We should know when sales picks up a lead and integrate that into our analytics. Increase net new customers When focused on the Real Thread business we agreed to improve their rate of acquiring new customers. Instead of spending money on more reach, we wanted to take advantage of what we already had. LOTS of LEADS!!!! Goal Personalized Journeys Each buyer personas has their own desires and needs. By personalizing their journey we can push them farther down the funnel while keeping engagement high
  42. 42. Online OrdersProblem
  43. 43. Offline OrdersProblem
  44. 44. Lots of inbound leadsProblem
  45. 45. Doing lots of outbound prospectingProblem
  46. 46. Customers were tracked in siloed platforms, giving us no visibility into the customer journey. Problem
  47. 47. ORIGINAL REAL THREAD STACK Luckily when we got to Real Thread they were already using some of our favorite tools, Segment and Salesforce. To really accomplish the job though we needed a marketing automation tool, improved communication and better reporting.
  48. 48. NEW REAL THREAD STACK Your stack should work together as one cohesive unit. Each tool should be able to collect and send information to others tools when possible.
  49. 49. Turn thousands of prospects per month into marketing qualified leads (MQL). Lead Scoring
  50. 50. Identity and Behavior driven.Create Lead Score Model
  51. 51. Tag Manager >> Segment = Behavior Data Added Everywhere
  52. 52. Segment >> Clearbit >> Segment = Identity Data
  53. 53. Clearbit >> Segment >> Autopilot << >> Salesforce = Complete Integration
  54. 54. Building Lead Score - Salesforce << >> Autopilot
  55. 55. Building Lead Score - Salesforce << >> Autopilot
  56. 56. Lead Scoring People who have given us their email, but do not appear ready to purchase. Many of these folks need to be identified or qualified. Improved Reporting Marketing rarely knows what happens to a lead after it is sent to sales, but it is time for that to change. We should know when sales picks up a lead and integrate that into our analytics. Increase net new customers When focused on the Real Thread business we agreed to improve their rate of acquiring new customers. Instead of spending money on more reach, we wanted to take advantage of what we already had. LOTS of LEADS!!!! Goal Personalized Journeys Each buyer personas has their own desires and needs. By personalizing their journey we can push them farther down the funnel while keeping engagement high
  57. 57. Turn hundreds of leads per month into sales qualified leads (SQL). Personalized Journeys
  58. 58. Designer Apparel, designer Business Owner Human Resources Marketer Qualified Lead Outbound Lead Create Personalized Journey Draft
  59. 59. Collect Customer Information - Autopilot
  60. 60. Collect Customer Information - User Experience
  61. 61. Graphic Designer Send Personalized Journey - Autopilot
  62. 62. Designer, Apparel Send Personalized Journey - Autopilot
  63. 63. Business Owner Send Personalized Journey - Autopilot
  64. 64. Lead Scoring People who have given us their email, but do not appear ready to purchase. Many of these folks need to be identified or qualified. Improved Reporting Marketing rarely knows what happens to a lead after it is sent to sales, but it is time for that to change. We should know when sales picks up a lead and integrate that into our analytics. Increase net new customers When focused on the Real Thread business we agreed to improve their rate of acquiring new customers. Instead of spending money on more reach, we wanted to take advantage of what we already had. LOTS of LEADS!!!! Goal Personalized Journeys Each buyer personas has their own desires and needs. By personalizing their journey we can push them farther down the funnel while keeping engagement high
  65. 65. Create analytics integration to give leadership more data on what the customer is doing. Improve Reporting
  66. 66. Report Role in Web Analytics - Autopilot >> Segment >> Kissmetrics
  67. 67. Report Role in Web Analytics - Autopilot >> Segment >> Kissmetrics
  68. 68. Salesforce Data in Web Analytics - SF >> Autopilot >> Segment >> Kissmetrics
  69. 69. Lead Scoring People who have given us their email, but do not appear ready to purchase. Many of these folks need to be identified or qualified. Improved Reporting Marketing rarely knows what happens to a lead after it is sent to sales, but it is time for that to change. We should know when sales picks up a lead and integrate that into our analytics. Increase net new customers When focused on the Real Thread business we agreed to improve their rate of acquiring new customers. Instead of spending money on more reach, we wanted to take advantage of what we already had. LOTS of LEADS!!!! Goal Personalized Journeys Each buyer personas has their own desires and needs. By personalizing their journey we can push them farther down the funnel while keeping engagement high
  70. 70. Your stack is only as good as the people you hire to use it. Don’t be stupid, do cool shit. Advice
  71. 71. See which UTM’s push people to the bottom of the funnel. Bonus
  72. 72. Track UTM’s quickly and keep your teams UTM in sync
  73. 73. Lets talk . . . Dan McGaw CEO at EffinAmazing Free Stack Consultation! Send me a note: Dan@effinamazing.com
  74. 74. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions? DAN MCGAW CEO, EffinAmazing @DanielMcGaw
  75. 75. Get, keep and grow more customers Product Overview
  76. 76. ALEXIS YULES SDR, Kissmetrics ayules@kissmetrics.com
  77. 77. Customer Engagement Automation by Kissmetrics Understand what people do on your website and products. Analyze + Define and monitor your most important growth segments. Populations + Campaigns Create and send engaging behavior- based emails.
  78. 78. Customer Engagement Automation #Kisswebinar Analyze PopulationsCampaigns Kissmetrics 3 key features work seamlessly together to help you continuously improve the performance of your growth initiatives.
  79. 79. Kissmetrics Analyze: What it does #Kisswebinar 1. Captures and stores all behavioral data from you website or product, for every individual, across devices. 2. Provides KPI’s to quickly monitor the health of your business 3. Delivers a suite of reports for understanding customers and discovering key insights Analyze
  80. 80. Kissmetrics Analyze: People Search #Kisswebinar People Search report •Complete historical details of every individual. •Precise path they take, the features they use (and don’t) and what kind of user they are. •Easily create and export segments for email, retargeting, or any other customer engagement campaign.
  81. 81. Kissmetrics Analyze: Metrics dashboard #Kisswebinar Metrics dashboard •See your company KPIs at a glance. •Define the metrics you want to track and we’ll automatically keep them refreshed and ready for you to dive deeper. •Color based alerts will help you focus on the metrics that matter.
  82. 82. Kissmetrics Analyze: Funnel report #Kisswebinar Funnel report •Quickly identify leaks in your growth funnel. •See and understand the flow and conversion rate of any user behavior you want. •Funnel report makes it easy to spot the bottlenecks in the customer journey.
  83. 83. Kissmetrics Analyze: A/B Test report #Kisswebinar A/B Test report •See how tests are performing all the way through to the conversion of your choice. •Understand the true impact of your tests on signups, activation, sales, cancels or anything you choose.
  84. 84. Kissmetrics Analyze: Cohort report #Kisswebinar Cohort report •Understand how any segment behaves over time. •Track how any event or behavior grows or diminishes over time. •Engage people at just the right moment to keep things moving the way you want.
  85. 85. Kissmetrics Analyze: Activity #Kisswebinar Activity report •Track, monitor and dive deep into any activity on your site or in your product. •Compare multiple events over time and break it down by properties. •A powerful way to dig into the data and find answers.
  86. 86. Kissmetrics Analyze: Key benefits #Kisswebinar Analyze Understand customer behavior and answer your most important growth questions, such as: • What are people doing on my site or product? • Where are they getting stuck, falling out of the funnel? • Who are my best (or most troubled) customers? • What campaigns / tests are leading to the most conversions? • What features are most important for retention? Increase conversions and retention by understanding what people want and need, then delivering it. That’s a continuous improvement process for sure.
  87. 87. Customer Engagement Automation #Kisswebinar Analyze PopulationsCampaigns
  88. 88. Kissmetrics Populations: What it does #Kisswebinar 1. Define the segments that are “critical” to your growth path 2. Delivers KPI’s, report and tracks growth 3. See impact of growth initiatives and know where to focus Populations
  89. 89. Kissmetrics Populations: Main screen #Kisswebinar Populations Main • Get a quick and powerful view of all the segments that are key to your growth. • See the change in performance of each segment, and know which one needs focus and attention.
  90. 90. #Kisswebinar Kissmetrics Populations: Detail screen Populations Detail •Reports and metrics are curated for each Populations. •You can easily drill-in to understand the detail breakdown to know exactly where to focus, and the impact of your campaigns.
  91. 91. #Kisswebinar Populations lets you define and monitor the segments key to your growth cycle • Get a quick and powerful understanding of the health your entire growth-cycle. • Understand the growth (or shrinkage) of each key segment, and know where you should focus. • Understand what you can do to drive growth in each segment, and take action. Tracking the behavioral segments key to your growth-cycle and engaging each segment and individual will increase the velocity and health of your growth-cycle. Populations Kissmetrics Populations: Key benefits
  92. 92. #Kisswebinar Analyze PopulationsCampaigns Customer Engagement Automation
  93. 93. #Kisswebinar Kissmetrics Campaigns: What it does 1. Behavior-based email campaign automation 2. Create campaigns to target specific customers based on their behavior 3. Track and measure beyond opens/clicks to any conversion for true success Campaigns
  94. 94. #Kisswebinar Kissmetrics Campaigns: Message creation Email creation •Create beautiful emails with our editor or cut- and-paste your HTML. •Create highly-stylized emails with images, and video. Or create a text- based email.
  95. 95. #Kisswebinar Kissmetrics Campaigns: Campaign details Campaign Detail •See the individual messages that belong to each campaign. •You set the conversion point of your choice and see the results all the way to that conversion —way past opens and clicks.
  96. 96. #Kisswebinar Campaigns Kissmetrics Campaigns: Key benefits Campaigns lets you engage your audience with the right message at the right time — based on their needs, not yours. • Behavior-triggered emails are more contextual and will increase conversions • Increase product adoption, use and retention by delivering messages based on the . • Develop ongoing conversations with engagement campaigns based on responses and progress along the customer life-cycle Engaging customers with more contextual and timely email will increase conversions and retention. Behavior-driven campaigns are required.
  97. 97. LEARN MORE NOW Get, keep and grow more customers with Kissmetrics Customer Engagement Automation

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