Episode III - Martech Stack
Marketing Concept of the Week:
Martech Stack
A marketing technology stack is a set of technologies businesses use to build relationships with users at different stages of their customer journey (CMS, CRM, Web Analytics, Advertising Platforms, etc.)
Business use martech stack to stay top of mind & maintain a competitive advantage, marketers must rely only on technological solutions that provide some sort of value to their users.
Building a Martech Stack That Delivers Results
A successful marketing technology stack hinges on multiple moving parts working in concert with one another. Here’s a simple framework you can use to build your own Martech Stack.
Further Readings
The ultimate marketing technology stack for 2020
Remarkable Marketer of the Week:
Ryan Bonnici
Ryan Bonnici is the CMO at G2. He has extensive experience in B2B, B2C marketing and developing marketing teams. He is focused on business growth and a strong positive return on investment. He was the 41st Most Influential CMO in the World in 2019 according to Forbes.
Remarkable Ideas
Let's take a look at Ryan most interesting ideas:
Don't Dread the 1-Star Review ,Capitalize on It
Bad reviews reflect reality
A poor review can help you discover the reasons that caused your customer dissatisfaction and have a better understanding of your audience needs.
Bad reviews are good for your business has long as you handle the issue and turn the unsatisfied customer into a satisfied one.
Understanding Your Style As You Develop Leadership Skills
Ryan thinks, it is crucial to develop leadership skills that can advantage you and your company in several situations.
Every one of us will develop a leadership style based on our personality traits.
He recommends Kurt Lewin leadership framework, in which there are 3 types of leaders:
Autocratic - this type of leaders make all the decision themselves and don't seek input from colleagues.
Democratic - this type is the most successful one and implies the fact that the leader will make the final decision only after he solicited feedback from his coworkers.
Laissez-faire - this leader will give complete freedom to team members in how they do their work and set their objectives.
Selling To Educated Customers
Customers are more educated than ever and companies need to do address their audience in a smarter way.
Marketers need to articulate and emphasize the value their product provides for users, and not only recap the product's primary functions.
You should aim to become a trusted partner that solves problems customers haven’t thought of yet.
Connect with Ryan
You can connect with the author and get more exciting information, extremely useful if you activate in marketing or own a business, on various online platforms such as:
Marketing Tool Of The Week : Hotjar
Tool description
Hotjar is a Heatmap and Behavior Analytics tool that helps marketers better understand user journeys.
Features
Hotjar provides numerous exciting features that will help you get in-depth insights about your consumer. Here’s a list of the main features:
Heatmaps & Session Recordings : You will be able to see the click, taps, moves, downloads, and scrolling habits on your website.
Questionnaires and Incoming feedback: Identify the motivation and desires of your users and provide a better product/web experience
Conversion Funnels: Create customized funnels to improve conversion rates identify drop offs
Form Analysis: Discover which fields take too long to be filled and improve your form completion rates
Surveys: Build custom surveys and get to know your audience. You can target questions to specific visitors in any place on your website, both mobile or desktop version.
Pricing
The pricing of Hotjar depends on the number of collected page views per day, as follows:
Free Forever for 2,000 pageviews / day
10,000 pageviews / day, 29 USD/month
for 20.000 page views / day, 89 USD/month;
for 50.000 page views / day, 189 USD/month;
for 120.000 page views / day, 289 USD/month;
for 200.000 page views / day, 389 USD/month.
Audience
Marketers and Product Managers looking for a qualitative and quantitative Analytics Solution to improve marketing and/or product roadmaps.
Alternatives
Smartlook - is a tool created to record the screens of users on your website. Reviewers of this tool say that it is easier to install than Hotjar, but is also more expensive and slower to reach ROI.
Fullstory - digital experience intelligence platform designed for product development, marketing, and customer support. According to reviewers, compared to Hotjar, it has a better at support, but is more expensive.
Mouseflow - Replay the full visitor experience to identify pain points, boost conversions, and optimize your site. Compared to Hotjar Mouseflow is more expensive