Building a marketing or sales stack can be a daunting task. Between choosing tools, finding experts and spinning things up, you could spend $100k+ and a year to realize you integrated wrong. Leaving you to spend even more time and money on something you are afraid to break. Cut through the #Stackapocalypse and get the guidance you need. Dan McGaw, CMO at Effin Amazing, and former head of marketing at Kissmetrics get's you the answers you need in the fast paced presentation. With tools to choose, their best practices and real world use cases, you can take his findings and deploy them into your business with ease. -- You will learn: - What stack to choose - What is the best CRM - What marketing automation tool to select - How you should integrate and pipe data - What analytics tool works best - How to hack things when needed ----- Transcription -------- Presentation The Ultimate B2B Growth Stack Dan McGaw - CEO @EffinAmazing 2. 2 Dan McGaw CEO @EffinAmazing Introduction 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. You can find him on most social networks, or follow him on Twitter at @DanielMcgaw. Just a handful of our amazing clients 3. 3 Marketing Tools. Sales Tools. Developer Tools. Support Tools. Are we in a #Stackapocalypse? Tools #Stackapocalypse 4. Free Webinar 5. Marketing Stack Growth. Industry Over the past few years martech has grown like crazy. 5 2011 150+ martech tools #Stackapocalypse http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/ 6. 6 2013 2014 350+ martech tools 1000+ martech tools #Stackapocalypse http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/ http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/ 7. 7 2015 2016 2000+ martech tools 3500+ martech tools #Stackapocalypse http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/ http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/ 8. 8 2017 With so many companies coming on to the market, the indsutry 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. Summary 6000+? 6000+ martech tools?? #Stackapocalypse 9. 9 0 1500 3000 4500 6000 2011 2012 2014 2015 2016 2017 Martech Growth #Stackapocalypse 10. 10 0 1500 3000 4500 6000 2011 2012 2014 2015 2016 2017 EffinAmazing.com/Tools. Bonus Martech Growth UTM Builder Chrome Extension A/B Test Calculator Chrome Extension Overdue Trello Cards Chrome Extension #Stackapocalypse

1. Presentation
The Ultimate
Growth Stack

2. 2
Guy Marion
CMO @AutopilotUS
Introduction
I am a revenue-focused leader interested in the shift towards
all things cloud & SaaS, customer journey automation, and
the consumerization of Enterprise software. I am also an
environmentalist with a passion for tackling global
challenges.
Quote: “The people who are lucky grind it out, and the people
who grind it out get lucky.”
-Guy Kawasaki
Just a handful of our amazing clients

3. 3
Dan McGaw
CEO @EffinAmazing
Introduction
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.
You can find him on most social networks, or follow him on
Twitter at @DanielMcgaw.
Just a handful of our amazing clients

4. 4
Marketing Tools. Sales Tools.
Developer Tools. Support Tools.
The beginning of a
#Stackapocalypse?
Tools
#Stackapocalypse

5. Marketing Stack Growth.
Industry
Over the past few years
martech has grown like crazy.
5
2011
150+ martech tools
#Stackapocalypse
http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/

6. 6
2013
2014
350+ martech tools
1000+ martech tools
#Stackapocalypse
http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/
http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/

7. 7
2015
2016
2000+ martech tools
3500+ martech tools
#Stackapocalypse
http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/
http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/

8. 8
2017
With so many companies coming on to the market, the indsutry 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+?
6000+ martech tools??
#Stackapocalypse

9. Change
Talking about changing your
stack is effin scary. Trust me,
just changing one tool can
bring on nightmares.

10. 10
How many tools are in
your stack?
Quantity
1 - 5 6-10 11-20 21+
EffinAmazing.com/Tools

11. 11
What is in
My Stack?
EffinAmazing.com/Tools

12. 29+
12
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
What is in
My Stack?
EffinAmazing.com/Tools

13. 13
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
EffinAmazing.com/Tools

14. Ultimate Growth Stack
Choose tools based upon
integration. It is critical for
Growth.

15. 15
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

16. 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.

17. Add Tags in the 21st centuryTag Manager

18. 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.

19. Integrate in the 21st centurySegment

20. 20
Marketing Tools. Sales Tools.
Developer Tools. Support Tools.
Integrate in the
21st century
Segment

21. 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.

22. Enrich in the 21st centuryClearbit

23. 23
Prospecting Data. Firmographic Data.
Demographic Data. Technographic Data.
Enrich in the
21st century
Clearbit

24. 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.

25. Automate in the 21st centuryAutopilot

26. 26
Email Automation. Text/SMS Automation.
Postcard Automation. Pop-Up Automation.
Automate in the
21st century
Autopilot

27. 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.

28. CRM in the 21st centurySalesforce

29. 29
AppExchange. Lead Tracking.
Deal Tracking. Customer Tracking.
CRM in the
21st century
Salesforce

30. Use Amplitude
Amplitude 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 me :)
06.

31. Analytics in the 21st centuryAmplitude

32. 32
ABM Analytics. Dashboard Analytics.
Free Analytics. Real-time Analytics.
Analytics in the
21st century
Amplitude

33. Use Zapier
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.
07.

34. Hack it in the 21st centuryZapier

35. Now What?
Having tools is one thing,
but putting them to use is
another. Let’s review some
examples.

36. 36
Introduction
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

37. 37
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

38. 38
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

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
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

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.
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

41. Online OrdersProblem

42. Offline OrdersProblem

43. Lots of inbound leadsProblem

44. Doing lots of outbound prospectingProblem

45. Problem
Customers were tracked in
siloed platforms, giving us
no visibility into the
customer journey.

46. 46
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.
Original Real Thread Stack

47. 47
Your stack should work together as one cohesive unit. Each tool should be able
to collect and send information to others tools when possible.
New Real Thread Stack

48. Lead Scoring
Turn thousands of prospects
per month into marketing
qualified leads (MQL).

49. Identity and Behavior driven.Create Lead Score Model

50. Tag Manager >> Segment = Behavior Data Added Everywhere

51. Segment >> Clearbit >> Segment = Identity Data

52. Clearbit >> Segment >> Autopilot << >> Salesforce = Complete Integration

53. Building Lead Score - Salesforce << >> Autopilot

54. Building Lead Score - Salesforce << >> Autopilot

55. 55
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.
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
Improve 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

56. Personalized Journeys
Turn hundreds of leads per
month into sales qualified
leads (SQL).

57. Create Personalized Journey Draft
Autopilot
Newsletter
Designer
Apparel, designer Business Owner Human Resources Marketer Qualified Lead Outbound Lead

58. Collect Customer Information - Autopilot

59. Collect Customer Information - User Experience

60. Graphic Designer
Send Personalized Journey - Autopilot

61. Designer, Apparel
Send Personalized Journey - Autopilot

62. Business Owner
Send Personalized Journey - Autopilot

63. 63
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
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.
Improve 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.
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

64. Create analytics integration
to give leadership more data
on what the customer is
doing.
Improve Reporting

65. Report Role in Analytics - Autopilot >> Segment

66. Report Role in Analytics - Segment >> Amplitude

67. Report Role in Web Analytics - Segment >> Kissmetrics

68. 68
Increase net
new customer
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
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.
Personalized Nurture
Each buyer personas has their own desires and
needs. By personalizing their journey we can push
them farther down the funnel.
Improve 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.

69. Track Salesforce sales stages
back to the web funnel to
optimize channels.
Bonus

70. See Sales Stages in Web Funnel - Autopilot >> Segment >> Amplitude

71. Advice
Your stack is only as good as
the people you hire to use it.
Don’t be stupid, do cool shit.

72. Dan@EffinAmazing.com
Let’s Talk. . .

73. Get 50% off your first 6 months with code:
Start your free trial: bit.ly/try-ap
• Valid for first time customers
only, plans up to 10k contacts
• Offer expires on September 30,
2017
ap-effin-amazing

74. Dan McGaw
CEO at EffinAmazing.com
Guy Marion
CMO @AutopilotUS
Thank You