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The Martech Stack Powering Bizible's Rocket Ship [MarTech Stackies Submission]

By Lauren Frye
Apr 6, 2017
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The Stackies competition for the 2017 MarTech Conference is well underway, and Bizible has entered our marketing technology stack into the mix. Designed to reflect the features and capabilities of a NASA space shuttle, our marketing tech stack has proven to be an effective launchpad for our data-driven marketing strategies.

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Our martech stack is split into six categories: engine, boosters, wings, gauges & meters, radio, and mission control. Each one correlates with a specific purpose for which we use those technologies. We’ll take a look at each category in detail.

ENGINE (Data Core)

The data core components of our martech “Engine” form the revenue-focused foundational functions of our stack. None of the other components of the spacecraft would be much use without the engine -- and that’s how we view multi-touch marketing attribution and our CRM.

Because Bizible and Salesforce are connected via an API, all of the marketing touchpoint data that flows from our boosters, wings, gauges, and meters is assimilated into one complete set. This allows us to pivot the data inside our Salesforce CRM and generate multi-touch attribution reports that show how each marketing touchpoint contributed to overall revenue generation. Our data core tells us how well our boosters and wings are performing and how we can better optimize their operations from one day to the next.

Engine Martech Components:

  • Bizible
  • Salesforce

BOOSTERS (Marketing Channels)

The technologies and platforms represented in the “Booster” category form the base functions of our digital marketing strategy. Digital ad campaigns run on LinkedIn, Facebook, Twitter, Google, and Bing -- and we also use AdRoll to further extend our exposure.

Siftrock brings in leads through email auto-reply intelligence, and we use PFL for direct mail campaigns. Outreach is our sales automation system, and it helps facilitate our sales development team’s BDR efforts.

Booster Martech Components:

  • LinkedIn
  • Facebook
  • Twitter
  • Google
  • Bing
  • AdRoll
  • Siftrock
  • PFL
  • Outreach

WINGS (Inbound Operations)

Inbound operations consist of technologies that expedite and optimize our inbound marketing activities. Included in this category are platforms for marketing automation, video marketing, live chat, webinars, and A/B testing. In the same way that the wings on a spacecraft are crucial to its successful return trip to earth, these technologies support the ongoing iterations of our inbound marketing campaigns.

Wings Martech Components:

  • Hubspot
  • Wistia
  • SnapEngage
  • GoToWebinar
  • Optimizely

GAUGES & METERS (Data & Intelligence)

The data and intelligence capabilities within our marketing technology stack include firmographic data sources, website analytics, and call tracking data. Each of these sources of data flow seamlessly through the “data core” components (Bizible and Salesforce) and provide mission-critical insight and information.

Gauges & Meters Martech Components:

  • Datanyze
  • Google Analytics
  • CallTrackingMetrics

RADIO (Communications)

The communications elements of our marketing technology stack yield outside insights from customers, as well as provide a learning environment to those seeking to gain further information about our solution.

SurveyMonkey is our survey platform for original research projects and other information-gathering activities. G2Crowd is our reviews platform where customers can share their personal experience with Bizible. Litmos is our customer learning and certification platform.

Radio Martech Components:

  • SurveyMonkey
  • G2Crowd
  • Litmos

MISSION CONTROL (Team)

The “mission control” pieces of our martech stack have to do with internal team functions -- these are the martech pieces that “Houston” would use if they were a marketing team. Slack drives our marketing team’s inter office communication. We use Google Drive for easy content marketing collaboration and asset development. Trello is our project management system. And last but not least, TinyPulse gauges our team’s office morale and is an effective avenue for feedback within the department and across the company.

Mission Control Martech Components:

  • Slack
  • Google Drive
  • Trello
  • TinyPulse

As our stack has developed, our main goals have been flexibility and functionality. We’ve done our best to avoid being unnecessarily locked into one platform or another, and instead, leave ourselves the ability to iterate on our system, add new martech pieces, and eliminate technologies that haven’t proven cost-effective. This is a snapshot of where we are today, and we look forward to how our tech stack will continue to change and grow in the future.

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