Marketing technology, or #martech, can be daunting to grasp. This series of 5 diagrams attempts to digest and explain it in simple terms. Admittedly, this framework emerges from a SaaS marketing perspective. To practitioners and newcomers alike, your feedback would be much appreciated. I hope it helps you navigate through the hype :-). @lyndonwong

1. Marketing
Technology
Demystified
in five slides
Lyndon Wong | March 2015 | @lyndonwong

2. Post
Signup
Pre
Signup
Self-served conversion
Sales-served conversion
Key Drivers:
X-axis | anonymous vs known audience
Y-axis | self vs sales served conversion
@lyndonwong 2015

3. Post
Signup
Pre
Signup
Self-served
Sales-served
@lyndonwong 2015
Ad
Tech
Mar
Tech
high volume
B2C
high service
B2B
Roots of Tech & Techniques:
X-axis | AdTech vs MarTech
Y-axis | B2C vs B2B methods

4. Post
Signup
Pre
Signup
Self-served
Sales-served
Visit
Website
Install
app
View
Content
Attend
event Request
Demo Evaluate for
purchase Negotiate
purchase
Signup for free
trial / acct
Use Actively
Upgrade /
subscribe
Refer /
Endorse
@lyndonwong 2015
Typical Funnel Steps:
some unique, some common to
self vs sales served conversion
Renew

5. Post
Signup
Pre
Signup
Self-served
Sales-served
Visit
Website
Install
app
Read
Content
Attend
event Request
Demo Evaluate for
purchase
Signup for free
trial / acct
Use Actively
Upgrade /
subscribe
Refer /
Endorse
Negotiate
purchase
Ad
Platforms
Landing
Page
Optimization
CMS
In-app
messages
Email Services
CRM
Online
Meeting
Content Insight
Account InsightMarket Insight
Lead Rank
User Insight
Collaboration
@lyndonwong 2015
Key Types of MarTech:
Communication | Measurement

6. Post
Signup
Pre
Signup
Self-served
Sales-served
PPC Ad
Platforms
Landing
Page
Optimization
CMS
In-app
messages
Email Services
CRM
Online Meeting
Content Insight
Industry Insight
Lead Rank
SEO
User Insight
Account Insight
Adwords
Adroll
Wordpress
Moz
Google Analytics
Optimizely
Marketo
Mailchimp
Tableau
Citrix
Join.me
Olark
Dun & Bradstreet
liveops
SurveyMonkey
Qualaroo
MixPanel
comScore
@lyndonwong 2015
Many Vendors*
for each step in customer funnel
Infer
SFDC
intercom.io
*See ChiefMartec Landscape 2015

7. Marketing's New Technology Mission
Map
customer funnel
Evaluate
applicable technologies
Deploy
minimum viable solution
Iterate
@lyndonwong 2015

8. @lyndonwong 2015
Helpful?
Lyndon Wong | @lyndonwong