The document is a presentation by Dan McGaw, CEO of EffinAmazing, about optimizing marketing automation to increase conversions. It discusses the growth of marketing technology tools and challenges of integrating disparate systems. It then details how EffinAmazing helped client RealThread optimize its stack, including implementing lead scoring, personalized automations, and analytics integrations to track performance and improve conversion rates. The presentation emphasizes choosing tools based on integration capabilities and using platforms like Segment, Clearbit, and Zapier to efficiently connect marketing, sales and analytics systems.
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, a marketing analytics and marketing
technology agency that helps marketing teams get
data driven and optimize their funnel.
Just a handful of our amazing
clients
8. #Stackapocalypse 8
2019
With so many companies coming on to the market, the landscape can be hard
and overwhelming for any marketer. At this moment we are seeing lots of
consolidation. Adobe has being acquiring tools like crazy, let’s just hope this
does not create a #stackapocalypse in your stack.
Summary
7040?
7,040+ martech tools
Source: http://chiefmartec.com
15. 15
Most tools are
Silo’d
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
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.
An Integrated Stack Data Pipeline
17. Use a Tag Manager
Tag Manager’s let you add analytics tags,
conversion pixels and custom scripts
without ever having to talk to a developer.
Finally, getting a new script added takes
less than a week.
01.
18. Customer data infrastructure tools allows
you to implement once and connect 100’s
of tools. This allows you to not be
dependent on lengthy integrations to get a
tool up and running. You integrate once,
switch tools whenever you like and remain
agile with your entire stack.
Use a CDI
02.
20. Use Clearbit
Clearbit is the modern enrichment
provider. With an 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. 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.
24. 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.
26. 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.
27. 27
ABM Analytics. Dashboard Analytics.
Free Analytics. Real-time Analytics.
Analytics in the
21st century
Amplitude
28. Use Zapier
Zapier is the the fastest way to connect
over 1000 different tools together. Not
only will it pass data from a CRM to your
MAP tools, it can also do wild automations
in Google Calendar, Twitter and a 1000+
other tools.
08.
31. 31
T-shirts
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.
36. 36
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
37. 37
Automation 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.
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 Automation
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
Increase customer
conversion rate
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
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
45. 45
Automation 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.
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 Automation
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
Increase customer
conversion rate
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
53. 53
Automation 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.
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 Automation
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
Increase customer
conversion rate
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
54. Create analytics integration to give
leadership more data on what the
customer automation is doing.
Automation Reporting
58. 58
Automation 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.
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 Automation
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
Increase customer
conversion rate
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
59. Advice
Your automation is only as good as
the people you hire to build it. Don’t
be stupid, Build Cool Sh*t
60. Advice
Get my new book!
Build Cool Sh*t
A blueprint to creating your marketing
technology stack
Text “traction” to (415) 915-9011