Description
ConversionXL – Dan McGaw – Optimizing Your Marketing Tech Stack
What is a marketing tech stack?
You can piece together different useful tools to track the full customer journey with the help of marketing tech.
Marketing automation software, tools for data piping, support and live chat systems, community forums, prospecting tools, and more are included in themartech stack.
You will learn exactly how to:
- Choose and set up the right tools — No more throwing away your monthly marketing budget on forgotten or useless subscriptions
- Build a taxonomy guide to scale your business — Imagine the confusion you’ll sidestep by helping all your team members use the same words for the same concepts
- Integrate tools to build a holistic marketing machine — Stop exporting and importing data from one platform to the next
- Set up segment.com to put your customer data to work — Use your existing data to create a better customer experience that drives higher revenue
- Track lead and engagement scoring to identify hot leads — Instead of guessing who might be ready to sign up or buy
- Get shit done without engineering — No coding required
- Convert more customers using your tools — Set your stack up once and watch it do the heavy lifting for you
What effective marketing tech stack will enable you to do
Confidently pick the right tools for your business
It can be hard to choose an email provider because there are so many tools on the market. If you use Dan’s quick product evaluation matrix, you can be sure you are committing to the right platforms.
Build an integration plan & make your tools talk to each other
Integration is required for every marketing tech stack. The most important part of creating a successful stack is getting the planning right, which is why this course includes templates to guide you through the planning process.
Discover the keys to seamless integration
There are two ways in which reliable tool integration happens. Provide your engineers with a structured integration plan first. Hack together the tools you need with no coding skills required.
Earn a raise or promotion for upgrading your analytics & operations skills
Some of the highest-paid marketers are marketing technologists. In this course, you will learn the basics of marketing operations and how to set up your analytics tools for useful data, which will make you a much more valuable team member.
Improve your sales & marketing conversion rates
You will be able to automate processes once your tool stack is up and running. You will run tests on multiple channels, platforms, and audiences. You will see conversion lifts in every area of your sales and marketing with all of these processes operational.
This course is right for you if …
- You’ve explored some marketing tools, but haven’t decided which will yield the best value
- You’ve begun to collect data from various tools, but need to fit all the pieces together
- You’re interested in learning more about marketing automation, analytics, CRMs, data piping, support systems, live chat system, forms, & prospecting tools
- You have a general understanding of marketing automation & integration, basic Google Analytics reporting skills and some technical know-how (or Zapier experience)
This course is probably not for you if…
- You can’t stand looking at numbers, graphs, or data, and you’d rather just trust your gut
- You’re not currently working with any sort of marketing tech or tool
- You’re looking to learn about advertising or content marketing tools
- You want to dive deep into technical integration using Google Tag Manager or code
Skills you should have:
- A general understanding of marketing automation.
- Basic reporting skills using Google Analytics.
- A basic understanding of how to integrate tools.
- Some technical know-how and Zapier experience.
In just 8 sessions, you’ll be able to:
- Select & integrate the right tools for your stack — Feed your business more complete, useful insights
- Choose analytics tools that will work for your brand — Learn to differentiate between similar platforms’ features, and pick the one(s) that will help grow your business
- Bring a detailed implementation plan to your team — Win everyone over, even your engineers
- Selectively analyze your data to make informed business decisions that improve conversions — Run the reports that matter, and tune out the noise
- Automate your marketing and lead-gen systems — So your revenue grows accordingly
- Build a data taxonomy guide and analytics spec to keep your data structure accurate — No more mislabeled data. No more tool sprawl. No more team members having different ideas about what to call a customer.
Your full course curriculum:
Optimizing your marketing tech stack
What is a Martech Stack and how does it solve my marketing problems?
A marketing tech stack is more than just the tools you use to run campaigns. The class will cover some topics.
- How to think about your stack, and the types of tools it should contain — You might just be overlooking a platform that can grow your business
- What problems the right stack can help you solve — Freeing up more time through automating your lead-gen and follow-up processes is just the beginning
Choose the right tools for your stack
The selection process can be difficult with so many tools to choose from. Dan will help you evaluate and choose the best marketing and business intelligence tools for your needs. Class 2 will include:
- Ways to discover new tools to keep pace with innovation — So you’ve always got best-in-class tools on your side
- How to keep your stack organized — No more hunting for data in the wrong platforms, or wondering “Which tool does that again?”
- How to choose the best tools for your business model — Not all marketing tools are created equal, and not all will fit your unique business
- Dan’s straightforward way to choose tools and present findings — It’s not enough to find the right tool. You need buy-in from your team, too
Integrating the stack
Your marketing technology stack needs to be integrated with your business tools. You can get it right by knowing the pro secrets. We will go through.
- What the integration process for different tools looks like — And how you should set up integrations for faster data transfer and less redundancy
- Why tag managers are a godsend for marketers — Your Google Analytics team will be jumping for joy at this one
- Whether or not you should be using a customer data platform for integration — Not all businesses need this type of tool. But if you do, it can be a game-changer
Building your stack taxonomy
Your tech stack should power your business because it should automate marketing and sales processes. You can’t get your team to embrace new systems if you don’t know how things are named. There are occasionally boring, but important topics.
- How to build a taxonomy and schema sheet — Standardize your stack structure and names in an easily scalable, referenceable document
- The proper way to name the actions your users take — So that things like “sales-qualified lead” mean the same to everyone in your company
- How to store important demographic, technographic, and firmographic data — The right classifications make it much easier to search, sort, and segment
- How to maintain data governance in your marketing stack — Make sure your tools generate untainted, reliable data at every step of the process
Data driven analytics
Your data can tell you a lot about your customers. Whether you want to understand demographic information, firmographics, or simply know more about how people behave, it all starts with the correct analytic setup. Dan will show you something.
- How to improve your reporting and KPIs — Stop tracking vanity metrics, and start running more meaningful reports
- Which analytics tools can help you track behavior — Often, customer and prospect behavior can tell us more about their needs than the customers themselves
- Why Google Analytics just isn’t enough nowadays — Supplement your main analytics platform with tools that fill in the missing holes
- How to track phone calls in your analytics — Paint a more complete picture of where your wins are coming from
Capture emails and generate more leads
Emails should be one of your highest priorities. The class will show you how to generate more leads. We will answer questions.
- What are some of the main providers to help you capture emails? You’ll want to consider how these tools integrate with your email marketing platform, and what data is most valuable to your marketing team
- What are the different types of lead-generation solutions? Choose the right tool for your audience, your business model, and the information you need from prospects
- How can we collect email addresses and enrich them with valuable information? Getting someone’s email is good, but getting someone’s email while learning more about them is much better
Automating your marketing
Businesses that don’t use automation will get eaten as well. You should learn how to choose an automation tool for your business from the main players in the marketing space. Dan will show you how to use marketing automation hacks to personalize your marketing. You will learn.
- The main features you should look for in a marketing automation tool — Sort the genuinely good players from the sea of copycats
- How to map the fields in your automation tool to the rest of your stack — So form field values land where they should, every time
- How to present the cost of a tool to leadership — Make your case for a valuable tool in the most persuasive way possible
- Create a progressive profiling onboarding program to improve personalization — We’ll talk about what questions to ask customers and when
- Personalize each touchpoint for your customer journey — So that not only are YOU generating higher revenue, they’re happy with your service or product, and loyal to your brand
Relationship management with CRMs
There is a blurred line between marketing automation and customer relationship management. There are still tools you can use to better manage your customer relationships. You can have a sales organization. Have you? There is a Customer Relationship Management tool. We will cover in this class.
- Your main considerations when choosing a CRM — Including whether your team will be able to adapt to it or not
- Why the CRM is not longer just a sales tool — It’s time to break down the departmental silos and work as one team
- CRM attributes that matter most — Overlook bells and whistles in favor of tools that enable real, useable insights
- How to port Salesforce “action tracking” into your analytics tool — Know who customers are, what they’ve been up to, and what you need them to do next
Delivery Method
It’s nearly impossible for most businesses to build the right stack from the beginning – unless you get expert help
With dozens of competing tools to choose from in each of these areas — and the teeth-gritting, time-wasting frustration of integrating multiple platforms using code or APIs —
During this 8-class course, marketing expert Dan McGaw will show you how to evaluate, eliminate, and integrate the tools that will drive growth for your business.
– After your purchase, you’ll see a View your orders link which goes to the Downloads page. Here, you can download all the files associated with your order.
– Downloads are available once your payment is confirmed, we’ll also send you a download notification email separate from any transaction notification emails you receive from nextskillup.com.
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