Marketer by nature, with more than 10 years of experience in the B2B SaaS Marketing sector and focused on strategic growth and scalable demand generation. I helped numerous start-ups with their digital marketing strategy development and implementation. Marketing automation, lead generation (SEO/SEM/PPC), integrated marketing, customer experience, marketing and sales alignment. - you name it, I love it.
Hi and Thank-You for joining.
Today’s webinar we are tackling how to Increasing Your Conversions, While Reducing Your Tech-Stack. Essentially, we are talking about increasing efficiency within your Marketing Organization by leveraging tools that do the work for you rather than tools that add to your busy team’s workload. This way, your team can focus on what they’re really good at – marketing to your customers through strategic messaging, creative campaigns, and building brand awareness.
As mentioned, my name is Jacopo Mauri and I head Demand Generation here at Maropost, which covers our SEO and SEM strategies, content creation, and outbound marketing efforts. Prior to Maropost I…. (Jacopo talk a bit about yourself, don’t be shy )
We want to start the webinar off by taking a look at “Modern MARTech Stack” or as we call it “The Marketing Monster”. Marketing teams often struggle to find a solution that scales for their growth. As operations become more sophisticated and new technologies develop unlocking another marketing channel strategy – existing solutions fail to adapt quickly enough. This results in marketing organizations purchasing another marketing platform, which requires another integration and often more head count to set-up maintain this complex infrastructure. Marketing Organizations are “frankenstien-ing” their custom solution by piece-mealing together various marketing technologies into one clunky solution. Like Frankenstien, these systems take a life time to get up-and-running, and once they are live, they are slow, clunky, difficult to maintain and provide little insight into how your efforts are performing.
Let’s take a look at the “Modern TechStack” or “Marketing Monster”. On average, a marketing organization uses up-to 28 different technologies with 70% of marketing leaders predicting this number to increase year over year.
In order to have all these technologies synchronized and working together, it often requires a technical integration. Chances are, we’ve all been through a technical integration or implementation project – and we know these are exhausting and costly. Integrations require time, money and resources. They average integration takes 3-months to implement, can cost up to 130% of the cost of the software itself, and requires at minimum 10 hours of a dedicated developer time.
It makes you wonder, was the juice really worth the squeeze? Considering the outcome of this integration often means duplicate customer records across various software, redundant features that are left unused or misused, and disjointed data that requires a data analyst or a marketing team member to mine, merge and make sense of. The average marketer reports spending 3 hours a week generating reports across all their data sources.
If you’re still not convinced that this marketing monster is actually slowing you down rather than speeding you up, consider what it takes to maintain this thing. I’m sure some of these “failed to sync data” or “record not found” error images look too familiar. Upgrades often break integrations or are no longer compatible with other software, giving you the ultimatum to stick to your existing solution and fall behind or ditch the solution entirely and start looking for another solution again.
Let me tell you a bit about Maropost. In a nutshell, Maropost is a comprehensive Marketing Automation Software that provides established marketing teams with all the tools they need to achieve success. Maropost was founded in 2011 by our CEO Ross Andrew-Paquette initially as an email platform. As technology has become more wide-spread among all customer bases, our platform has evolved to suit the modern marketer to create engaging campaigns across all channels prospects can be found: including SMS, Mobile, Social and web.
Each year as, we continued to add more channels for marketers to reach customers, we also focused on ‘simplification’. Our simplified yet comprehensive marketing solution is so sought after by marketing organizations of every-size across industries in retail, hospitality, and publications. Our customers are able to leverage our platform as their organizations grow – without having to retrofit the platform to their needs.
Our philosophy is to keep everything just ‘one-click-away’. Acquiring customers through web-forms and pop ups is just one click away. Setting up and sending an automated journey (such as a nurture campaign) is one click away. Converting a prospect into a sale is just one click away. Gathering all the data from a customer journey for a 360-degree view of engagement is just one click away. We believe reporting should take a marketer 3 minutes, not 3 hours.
No integrations are required as our solution at Maropost is completely native and made-in house. Including our mail transfer agent, called JMTA.
Our focus on simplification for Marketers as they tackle engagement across the customer-journey is something our many customers, such as Sticker-You, Mercedes Benz and The New York Post, praise us for.
Let’s jump into the Maropost platform to show you how simple it really is
As previously mentioned, Maropost is used across multiple industries with proven success in retail, hospitality and publications.
One of our long-term partners, Haymarket Media, has benefitted greatly from replacing its previous monstrous Martech Stack that it was outgrowing, with Maropost’s solution,
If you’re unfamiliar with Haymarket Media, they are a mass-media company, established and headquartered in London in the 1950’s, but have since grown internationally and operate over 50 brands of publications for various professional industries.
Prior to joining Maropost, Haymarket installed it’s first Customer Data Platform (CDP) in 2017 on their website to help their team target their audience based on events and interactions. Haymarket quickly began to push their platform to its limits, resorting to workarounds and hacks to access data at the granularity they needed.
They recognized that the platform that grew with them for so long was not the tool that was going to power their evolution and kicked off a comprehensive search for their next engagement platform, evaluating 13 total vendors over the course of a year. Ultimately, they landed on Marpost as the comprehensive solution that could handle their large customer data sets and mass-email sends.
When describing the implementation process, Haymarket’s Senior Dr of Email and Data Operations, Josh Storch said ““Setting up such a robust program would have been impossible in the past, and overall Haymarket can deploy automation about 10x faster than we used to be able to. In Maropost, Haymarket can set up touchpoints four follow-ups deep in about 3-4 minutes, whereas previously it would take me more like an hour.”
Maropost’s simple time-saving solution allowed the Haymarket Marketing Team to focus on generating more content and curate a better customer experience. The result? The clickthrough rates with this strategy are 5-10x higher than their standard newsletter.
When it comes to surpassing your team’s marketing goals, often it’s not about adding new technologies but finding a simplified solution that automates redundant tasks and gives your team time back in their day. Increasing conversions shouldn’t take another inefficient marketing tool.
It’s also important to find a solution that scales for growth and evolves with your needs. Maropost is able to stay on-top of marketing technology trends by deploying new features on a weekly basis. Most marketing platforms do an annual or biannual release. Through initiatives such as Maropost Labs, customers get to interact directly with the Product Team, suggesting ideas and providing feedback.
In our continued effort to provide our customer’s within the retail and ecommerce industry with a simple solution that reduces barriers from marketing efforts to a sale, the Maropost product team has even created a new commerce module. Now marketing and sales all take place in one platform.
Our pricing varies based on each organizations needs in terms of email and SMS send volume, with our essentials package starting at $500 a month. It takes our customers approximately X weeks to get started, with our Customer Success and Deliverability Team providing personalized training along the way.
Jumping into our platform, we’re going to show you how easy it is to set up an automated customer engagement journey, an SMS campaign and pull detailed reports.
Under Automation you will see Journeys. This is our feature that allows you to build automated campaigns based on where your customer is within their customer journey. Some common examples of journeys our customers create are nurture campaigns or abandon cart/reorder campaigns.
Clicking into this brings you into our easy automation builder. On the left we have a menu of triggers, actions, filters and delays.
Green Triggers are common customer events that would put a customer within a journey. Events such as subscribing to a list, viewing or purchasing a product or entering a predefined segment such as “customers who haven’t engaged in the past 30 days”.
Blue Action blocks allow you to choose how you want to engage with the customer, for example SMS or Email and which content you want to be sent.
The Orange filter buttons allow you to filter and separate a group within a journey. For example if you want to A/B test a flow or separate a group based on a survey yes/no answer and redirect them to a different path.
Lastly our Grey Delay buttons allow you to move or pause a journey action based on a timeframe.
Setting up a journey is as simple as selecting your Triggers, Actions, Filters and delays and arranging them by clicking and dragging into the ideal customer engagement experience you desire.
Checking in on your campaign’s health can be found at a glance on our customizable dashboard. Each user can choose from a selection of widgets to see information such as their campaign calendar, the performance of their last 5 campaigns, and their subscription list growth and attrition. Should you want to see the nitty-gritty details of your marketing efforts, setting up a one time or recurring report can be done in 3 simple steps. We provide detailed metrics on your your email or sms campaign performance, your deliverability, and audience and lists growth and attrition. Each report is set up in 3 steps and can be sent to as many team members as you like right within the set up. No need to “clean” the data or merge records.