Webinar: MarTech - Building a Tech Stack

00:00 - 2:10 - Introduction

2:11 - 3:33 - MarTech Growth

3:34 - 4:39 - MarTech Expenditure & Usage

4:40 - 6:59 - 1st Principle of a MarTech Stack

7:00 - 9:42 - 2nd Principle of a MarTech Stack

9:43 - 11:11 - 1st Essential Technology in a MarTech Stack

11:12 - 12:48 - 2nd Essential Technology in a MarTech Stack

12:49 - 15:04 - 3rd Essential Technology in a MarTech Stack

15:05 - 02:12 - The Path to Growth

How to Build a Marketing Technology Stack

More than just investing in marketing technologies to enhance your company's productivity and competitiveness, it’s crucial to ensure this investment is directed toward the right technologies, aligned with your company’s needs and goals. Additionally, these technologies must be integrated with your overall strategy and tailored to the profile and behaviour of your customers.

Join our webinar and discover:

✔ How to leverage marketing technologies to kickstart your company’s digital transformation;

✔ The three key technologies and principles that form the foundation of any MarTech stack;

✔ How to align your strategy with the right technologies.

(00:00) [Music] thank you president was a real honor for me to to be here with you and congrats on all this effort to bring to Algarve this Summit such an important uh Summit for for all of us here um I'll be addressing the important subject of business growth right particularly how can we drive better business growth and relationships with our customers using the right marketing technology strategies okay but before that let me share with you a short story of two guys we're down in Africa doing you know an Savannah doing Safari when

(00:48) suddenly a crazy lion came running towards them to to hunt him down the line was clearly very angry one of the guys panicked and they started running away like crazy the other guy you know just stood on his ground very calm and started changing his boots and putting on some running shoes okay now the guy was panicking he saw that and yelled to the other one man are you crazy do you think you're going to run faster than the lion just because you're putting on some running shoes now the other one still very relaxed he

(01:24) answered back and he said oh don't worry I don't need to run faster than the lion I just need to run faster than you my friend you probably already know the story but it's such a short story that captures the fast moving pace of change that we are living as a society and an economy and in business right now okay everybody's running like crazy to have the the that precious tool that will give them a little Edge on assuring that they will survive the next change that their business their their profession Will Survive the work

(02:06) their job will survive um the next big change right and in marketing we've been seeing everybody running like crazy okay in the last 10 years we've went from about 100 martech vendors marketing technology companies that are developing uh tools to help us do a better job in marketing and in sales from 100 to more than 11 000 martek highly invested companies who are developing everyday technology to help us and people are going crazy to adopt the latest and shiniest new piece of technology that promises to bring those

(02:47) results to help our businesses Thrive or at least not die okay now you can categorize all these martech Solutions in six main buckets from advertising to content to Commerce to data and management okay six main um classes and what you can do is to compare your own martek's sec to uh the the rest of the industry where you're at okay by the way we have a free tool on our website liminal dot PT that can help you Benchmark exactly this you know um and compare your business with all your industry now the problem is that most Business

(03:38) Leaders they don't know how to navigate through this big wave of change and Technology okay martech expenditure is right now the single biggest source of cost in any marketing budget especially in mid-size and Enterprise level companies okay this is okay what is not okay is that most of this money is just wasted going through the garbage you know why because year after year marketers are telling us that they are using less and less of the resources the features available to them with this investment okay so we really need to

(04:21) know how to answer this question on um helping our business grow with the right martech strategy and to do that I will give you two principles and three pieces of Technology okay I'll share with you the first principle when designing a martech strategy to help our business grow we must forget about martech let's simply forget about technology you know why because we need to focus always and and first of all not brings value to our business which are our customers so we need to understand how our customers are changing in their

(05:09) expectations in their requirements when they're doing business with us so if we do this we will end up you know figuring out that customers nowadays they demand a high level of personalization at every touch point you know they want to be treated like humans you do I do I'm not just a number okay I don't want to be to to get bored with your uh meaningless conversation with me now the problem is that this is not happening with most of the companies customers consumers are complaining that's well the experience I'm having

(05:51) when I go to Netflix I'm not having when I go to my preferred hotel or to my preferred you know Consulting B2B vendor so we need to to understand this the first step on creating a martech strategy to help your business is to assess how your relationship with your customer is is going and where are the pain points and then think about bringing technology to solve those case these use cases those pain points so for instance if you have a problem in a post-purchase uh stage of the buyer's Journey maybe a mobile app

(06:35) will be the right technology to help you solve that problem why not AR VR artificial intelligence in metaverse maybe a social uh CRM will help you solve that problem a ticketing system will help you solve that problem okay so this is the first principle but if if we do this we may end up in a bad situation so let me share the second principle first with a quick story [Music] look at this what's this the numbers they keep getting bigger and bigger clicks are off the charts yeah Yoshi 12.

(07:34) we're back thank you need for tree or trees I'll get you more trees hey take a look at one point everything you gotta whip up right now she really loves that thing [Music] so here's the business was already dead but no one dared to tell their boss that right worse than that somebody heard me saying what I've just said and went to the bus and said Hey listen we have a demand generation problem so we need to bring on more technology to solve that problem what ends up happening when you bring on board technology hoping it will magically make your

(08:30) business problems disappear is that you will only make those problems worse why because technology is a great amplifier of everything no garbage in garbage out if you have technology in the middle you will you will have a much bigger problem at the end so the second principle assess your business model right if you have a a rotten business model technology won't solve it you know so try to understand where the where the future of your industry is at what Innovations are leading the the next step in your business model in the

(09:09) business model of all your industry competitors um incumbents and new entrants right and and fix your business model first please if everything is okay with your business model then look at the minute details of your business processes you have to solve them only after doing this fixing your business model fixing your business processes only after that technology might just help you okay two principles now let's talk about technology because we need at least three basic pieces of tech to help us build our um martech stack okay everything that we

(09:56) use that that is technology we it must be connected with at least these three pieces of pillar Technologies the Bedrock of our strategy okay and the first one we've already seen it maybe many of you already use it on a daily basis it's a CRM customer relationship management software well this is the software that knows everything about your customer okay it knows what it bought in the past what we will buy in the future it knows when was the last time he visited your website he talked to a salesperson okay now with this information you can

(10:35) understand in a dynamic way where are your best customers the most valuable customers where is the customer who is who is the customer who is more likely to churn and start doing business with your competitor where can you find upselling cross-sell Opportunities right first piece of disposal a CRM now remember we need more than this customers nowadays they demand a very personalized uh interaction at every touch point with your company and for that you need a second piece of technology which is called a marketing

(11:15) and sales automation tool or software okay marketing automation software does just that it delivers the right content to the right person at the right time you can design entire workflows entire campaigns entire life cycle Journeys around one single person okay and and you can deliver the right contents through email you know in a multi-channel way email SMS paid media Google ads you can even transform all your website dynamically to adapt to the person who's on the other side so if you know I have somebody from a target audience

(12:02) who has to do with education what I show them must be different from people on the healthcare industry so marketing automation is that and now with generative AI embedded in the systems you can also create all this content just by pressing in one button okay more than that AI agents Bots are looking at the answers your customers give you for instance via email and they are answering them back without you having to do anything they keep the conversation going on they schedule meetings for you they do all the follow-up okay

(12:47) let's talk about the third and final basic piece of technology firm acting stack because you need to know what is working and what is not working right you've done all this investment all this change management this strategy and now you need to look at the numbers and make decisions based on data for that you need to have a business intelligence software tool okay with a bi system you can look in real time at what is happening in your business and for instance understand what are the marketing channels activities

(13:25) who are bringing in more customers you know you can you can understand if your money is going to the right place or the wrong place you're not concerns to paid media to social media to in-person events but more than looking at the presence and and at the best to find out what is working and what is not working what we really want to do is to understand what will happen in the future right we want to be able to predict our future and with machine learning algorithms embedded in these bi systems you we can do just that we can understand if we

(14:06) will it's a certain sales goal a certain Revenue Target or not we can even predict different scenarios so if the economy goes you know bad we must do this this and this if we have more demand or less demand we can adapt in these ways business intelligence software must help us do exactly this these three pieces of Technology they're not for big size companies right at liminal we're a small company and we use this all the time it's our uh Oracle okay you don't need a big investment to have this so three pieces of Technology

(14:52) to principles focus on your customer then fix your business model and business processes problems if you do just that I can guarantee you that you know your business will be running faster and in the right direction okay so if you're only invest in a CRM software for instance you are automatically a highly candidate to see your Revenue increase by 10 to 30 percent statistically speaking now I can assure you that we've been seeing these results in better than these results with the customers that we are doing exactly what I've just mentioned

(15:33) to you now you may say well Thiago all this is awesome but I'm still afraid because there's still a line out there all right worse than that you're telling me that I need to change all this thing about these things about my businesses I must invest you know money effort expectations and I may end up in a worse place than the place I started with I may end up just losing control of it all yes and that's true that's absolutely true for these technologies that I'm speaking and for all other Tech that you've heard

(16:16) already and we'll hear in the next um talks but for that I will leave you with the wise words of Mario Andretti he's a former Formula One championship winner and Mario Andretti said um listen if everything seems under control then it's because you're not going fast enough so I dare you let's go fast enough we have to compete we have to go fast enough we have to be brave courageous to lose control and to accept this Dynamic of change that is affecting us our job our businesses and run in the right direction with the

(17:03) right strategy with the right tools and with the right people thank you very much thank you [Music]