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ConversionXL, Dan McGaw – Optimizing Your Marketing Technology Stack
With the right set of tools, you can finally get the desired marketing results.
What is a stack of marketing technology?
Marketing technology allows you to gather various useful tools to track the entire customer journey while measuring the ROI of your marketing efforts.
Your "martech" stack may include marketing automation software, data analysis and routing tools, a customer relationship management system, live support and chat systems, community forums, prospecting tools, etc.
It is almost impossible for most businesses to create the right stack from the beginning – unless you are getting help from an expert.
With dozens of competing tools to choose from in each of these areas – and the tedious frustration of integrating multiple platforms with the help of code or API –
During this eight-course course, marketing expert Dan McGaw will show you how to evaluate, eliminate, and integrate the tools that will help grow your business.
You will learn exactly how:
Choose and set up the right tools – Do not waste your monthly marketing budget on forgotten or unnecessary subscriptions
Create a Taxonomy Guide to Grow Your Business – Imagine the confusion you'll avoid by helping everyone on your team use the same words for the same concepts
Integrate tools to create a holistic marketing machine – Stop exporting and importing data from one platform to another
Configure segment.com to leverage your customer data – Use your existing data to create a better customer experience generating higher revenue
Track tracks and engagement scores to identify interesting leads – Instead of guessing who might be willing to sign up or buy
Getting fucked without engineering – no coding required
Convert more customers with your tools – Set up your stack once and watch it do the hard work for you
What effective marketing technology will allow you to do
Choose with confidence the right tools for your business
There are so many tools on the market at the present time (over 7,000), it is sometimes difficult to choose an email provider. With Dan's Rapid Product Evaluation Matrix, you can be sure to engage with the right platforms.
Build an integration plan and have your tools spoken
Each stack of marketing technology requires integration. Planning is the most critical part of creating a successful stack. That's why this course includes templates to guide you through the planning process.
Discover the keys to a seamless integration
A truly reliable tool integration occurs in two ways. First, give your engineers a structured integration plan to avoid any development delays. Second, hack together the tools you need (no coding skills required).
Earn an increase or promotion to improve your analytical and operational skills
Marketing technologists are among the highest paid marketers. During this course you will learn the basics of marketing operations and how to configure your analytics tools for useful data. You become a much more valuable member of the team.
Improve your sales and marketing conversion rates
Once your new stack of tools is operational, you'll be able to automate the processes you've always done manually. You'll run tests across multiple channels, platforms, and audiences (and your analytics will tell you exactly what works or does not work). With all these business processes, you will see conversion lifts in all areas of your sales and marketing.
This course is for you if …
You have explored some marketing tools, but you have not decided which one will bring you the most
You have started collecting data from various tools, but you need to group all the items together.
You want to know more about marketing automation, analytics, CRM, data conduits, support systems, live chat, forms and prospecting tools
You have a general understanding of automation and marketing integration, basic skills in Google Analytics reporting, and some technical know-how (or Zapier experience).
This course is probably not for you if …
You can not look at numbers, graphs or data, but rather trust your instincts.
You are not currently working with any technology or marketing tool
Want to know more about advertising or content marketing tools
You want to deepen technical integration using Google Tag Manager or code
Skills you should have:
A general understanding of marketing automation.
Basic skills in creating reports with Google Analytics.
A basic understanding of how to integrate tools.
A little technical know-how and experience Zapier.
Your complete curriculum:
Optimize your stack of marketing technologies
What is a Martech stack and how does it solve my marketing problems?
Contrary to common practice, a stack of marketing technologies is more than just a collection of disparate tools that you have used to run campaigns. This course will cover:
How to think about your stack and the types of tools it should contain – You may just forget a platform that can grow your business.
What problems the right battery can help you solve – Freeing up more time through automating your tracking and generating processes is only an early start
Choose the right tools for your stack
With over 7,000 tools to choose from, the selection process can be confusing or tedious. Dan's step-by-step approach will help you evaluate and choose the best marketing and business intelligence tools to meet your needs. Here's what class 2 will include:
Ways to discover new tools to keep pace with innovation – so you always have the best tools in your class
How to keep your stack organized – No more searching for data on bad platforms, or asking, "What tool is doing this again?"
How to choose the best tools for your business model – Not all marketing tools are created equal and will not suit all your business
Dan's simple method of choosing tools and presenting the results – It is not enough to find the right tool. You also need the membership of your team
Integrate the battery
Everything in your stack of marketing technologies must be integrated with your site, your products and other commercial tools. Do things right by knowing shortcuts, shortcuts and business secrets. We will go through:
What does the process of integrating different tools look like – and how to configure integrations for faster data transfer and reduced redundancy
Why Tag Managers Are a Boon to Marketers – Your Google Analytics Team will be thrilled with it
Whether or not you use a client data platform for integration – not all companies need this type of tool. But if you do, it can change the situation
Build your stack taxonomy
Whether it is automating marketing and sales processes or helping you get reliable and meaningful information, your technology should energize your business. But if no one knows how things are named or where to find information, you have no chance to convince your team to adopt new systems. Sometimes boring but extremely important topics include:
How to build a taxonomy and a schema sheet – Normalize your stack structure and your names in an easily scalable and referable document
The right way to name the actions your users take – For things like "qualified prospect" to have the same meaning for everyone in your business
How to store important demographic, technographic and firmographic data – Good classifications facilitate search, sorting and segmentation
How to maintain data governance in your marketing stack – Make sure your tools generate reliable, uncorrupted data every step of the way.
With the right analysis setup, your data can tell you a lot about your customers. Whether you want to understand demographics, firmographics, or just learn more about people's behavior, it all starts with the right analytical setup. Dan will show you:
How to improve your reports and KPIs – Stop following custom metrics and start generating more meaningful reports
What analytics can help you track your behavior – Often the behavior of customers and prospects can tell us more about their needs than the customers themselves
Why is Google Analytics no longer sufficient today? Complete your main analytical platform with tools that fill in missing gaps.
How to track phone calls in your analyzes – Give a more complete picture of the origin of your earnings
Capture emails and generate more leads
Whatever your business area, catching emails must be one of your biggest priorities. This course will show you tools and tips for generating more leads with a richer context. We will answer questions such as:
What are some of the leading providers to help you capture emails? You may want to consider how these tools fit into your email marketing platform and what data is most useful for 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? Receiving someone's e-mail, that's fine, but receiving someone's e-mail while learning more about it, is much better
Automate your marketing
Automation is eating the world – and businesses that do not use it will be too. Discover the key players in marketing and how to choose an automation tool for your business. Dan will also unveil simple and effective marketing automation techniques that will help you customize your marketing (and remove heavy work from your calendar). You will learn:
The main features to look for in a marketing automation tool – Sort the real sea players from imitators
How to map the fields of your automation tool to the rest of your stack – Form field values are landing where they should, each time
How to Present the Cost of a Leadership Tool – Advocate for a valuable tool in the most persuasive way possible
Create a progressive profiling integration program to improve customization – We'll discuss what to ask and when.
Customize each point of contact for your customer journey. Thus, not only will YOU generate higher revenues, but they will also be satisfied with your service or product and will be loyal to your brand.
Relationship management with CRM
The demarcation between marketing automation tools and customer relationship management (CRM) is fading away. That said, there are still "worthwhile" CRM tools that help you better manage your customer relationships. If you have a sales organization, you must have a Customer Relationship Management (CRM) tool. In this class we will cover:
Your main considerations when choosing a CRM – Indicate if your team will be able to adapt to it or not
Why CRM is no longer just a sales tool – It's time to break department silos and work as a team
The attributes of CRM that matter most – Ignore bells and whistles in favor of tools that allow real and actionable information
How to integrate Salesforce's "action tracking" into your analytics tool – Know who the customers are, what they've achieved, and what you need to do next.
Show off your new skills: Get a certificate of completion
Once you have completed the course, take a test to be certified in building a stack of marketing technologies.
Add your certification to your resume, LinkedIn profile or simply get the well-earned increase you've been waiting for.
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