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. In this webinar with Kissmetrics we feature uses cases on how you can use Kissmetrics to measure your marketing funnel and show success.

1. The Ultimate
Growth Stack
DAN MCGAW, EFFIN AMAZING

2. @Kissmetrics
#Kisswebinar
@thuelmadsen

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. #Kisswebinar
@EffinAmazing
@DanielMcgaw

5. The Beginning of a
#Stackapocalypse?
TOOLS
Marketing Tools. Sales Tools.
Developer Tools. Support Tools.
@EffinAmazing #Kisswebinar

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/
@EffinAmazing #Kisswebinar

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/
@EffinAmazing #Kisswebinar

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/
@EffinAmazing #Kisswebinar

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??
@EffinAmazing #Kisswebinar

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

11. 21+11-206-10
QUANTITY
1-5
How many tools are in
your stack?
@EffinAmazing #Kisswebinar

12. What is in My stack?
@EffinAmazing #Kisswebinar

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
@EffinAmazing #Kisswebinar

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
@EffinAmazing #Kisswebinar

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

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
@EffinAmazing #Kisswebinar

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.
@EffinAmazing #Kisswebinar

18. Use Tag Manager01.
Tag Manager Add Tags in the 21st century
@EffinAmazing #Kisswebinar

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.
@EffinAmazing #Kisswebinar

20. Segment Integrate in the 21st century

21. Integrate in the
21st century
SEGMENT
Marketing Tools. Sales Tools.
Developer Tools. Support Tools.
@EffinAmazing #Kisswebinar

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.
@EffinAmazing #Kisswebinar

23. Clearbit Enrich in the 21st century

24. Enrich in the 21st
century
CLEARBIT
Prospecting Data. Firmographic Data.
Demographic Data. Technographic Data.
@EffinAmazing #Kisswebinar

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.
@EffinAmazing #Kisswebinar

26. Autopilot Automate in the 21st century

27. Automate in the
21st century
AUTOPILOT
Email Automation. Text/SMS Automation.
Postcard Automation. Pop-up Automation.
@EffinAmazing #Kisswebinar

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.
@EffinAmazing #Kisswebinar

29. Salesforce CRM in the 21st century

30. CRM in the 21st
century
SALESFORCE
App Exchange. Lead Tracking.
Deal Tracking. Customer Tracking.
@EffinAmazing #Kisswebinar

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.
@EffinAmazing #Kisswebinar

32. kissmetrics Analytics in the 21st century

33. Analytics in the
21st century
KISSMETRICS
Multi-Device Analytics. Dashboard Analytics.
Customer Analytics. Real-time Analytics.
@EffinAmazing #Kisswebinar

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.
@EffinAmazing #Kisswebinar

35. Hack in the 21st centuryZapier

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

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. 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
@EffinAmazing #Kisswebinar

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
@EffinAmazing #Kisswebinar

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
@EffinAmazing #Kisswebinar

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
@EffinAmazing #Kisswebinar

42. Online OrdersProblem

43. Offline OrdersProblem

44. Lots of inbound leadsProblem

45. Doing lots of outbound prospectingProblem

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

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.
@EffinAmazing #Kisswebinar

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.
@EffinAmazing #Kisswebinar

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

50. Identity and Behavior driven.Create Lead Score Model

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

52. Segment >> Clearbit >> Segment = Identity Data

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

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

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

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
@EffinAmazing #Kisswebinar

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

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

59. Collect Customer Information - Autopilot

60. Collect Customer Information - User Experience

61. Graphic Designer
Send Personalized Journey - Autopilot

62. Designer, Apparel
Send Personalized Journey - Autopilot

63. Business Owner
Send Personalized Journey - Autopilot

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
@EffinAmazing #Kisswebinar

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

66. Report Role in Web Analytics - Autopilot >> Segment >> Kissmetrics

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

68. Salesforce Data in Web Analytics - SF >> Autopilot >> Segment >> Kissmetrics

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
@EffinAmazing #Kisswebinar

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

71. See which UTM’s push
people to the bottom of the
funnel.
Bonus

72. Track UTM’s quickly and keep your teams UTM in sync

73. Lets talk . . .
Dan McGaw
CEO at EffinAmazing
Free Stack
Consultation!
Send me a note:
Dan@effinamazing.com

74. THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
tmadsen@kissmetrics.com
Questions?
DAN MCGAW
CEO, EffinAmazing
@DanielMcGaw

75. THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
tmadsen@kissmetrics.com
Thank you
DAN MCGAW
CEO, EffinAmazing
@DanielMcGaw