Building a MarTech Stack at a Small Organisation
Ben Rees - 19 July 2018
I recently spoke at the B2B Ignite conference in London on "Building a MarTech Stack at a Small Organisation: A Real World Example of What's Worked and What Hasn't". Here are my slides from that talk.
Rules of Thumb
- Manual first, then automate
- You’re either growing revenue, or saving costs. Should be able to show this benefit on a piece of A5
- The business case has to be overwhelming
- However long/expensive you think it will be to implement – double it
- Step changes, not incremental improvements
It's a lot of pictures, so might be hard to understand without the actual talk! Any questions, feel free to get in touch, always happy to help.
Five Myths About The Marketing Revenue Engine
Five widely-held beliefs about measuring marketing performance that didn't survive contact with the real world at Redgate.
How We Grew Marketing Sourced Pipeline by 20% in One Quarter
Why judging marketing by what happened this quarter is the wrong lens, and how Redgate grew marketing-sourced pipeline 20% anyway.
Making decisions in a Bayesian world
Most marketing decisions can't be A/B tested. Bayesian logic, combining prior knowledge with whatever data you do have, fills the gap.