Make all your marketing tools play together to make more money
Get a unified view of your customer journey, and track the full ROI of your marketing. Learn to evaluate, eliminate, and integrate the tools that will drive growth for your business.
Optimizing your marketing tech stack
By Dan McGaw, CMO @EffinAmazing
With the right set of tools, you can finally get the marketing results you’re aiming for
What’s a marketing tech stack?
Marketing tech enables you to piece together different useful tools to track the full customer journey while measuring the ROI of your marketing efforts. Your “match” stack might include marketing automation software, tools for analytics and data piping, a CRM, support and live chat systems, community forums, prospecting tools, and more.
It’s nearly impossible for most businesses to build the right stack from the beginning – unless you get expert help
With dozens of competing tools to choose from in each of these areas — and the teeth-gritting, time-wasting frustration of integrating multiple platforms using code or APIs —
During this 8-class course, marketing expert Dan McGaw will show you how to evaluate, eliminate, and integrate the tools that will drive growth for your business.
You will learn exactly how to:
Choose and set up the right tools — No more throwing away your monthly marketing budget on forgotten or useless subscriptions
Build a taxonomy guide to scale your business — Imagine the confusion you’ll sidestep by helping all your team members use the same words for the same concepts
Integrate tools to build a holistic marketing machine — Stop exporting and importing data from one platform to the next
Set up segment.com to put your customer data to work — Use your existing data to create a better customer experience that drives higher revenue
Track lead and engagement scoring to identify hot leads — Instead of guessing who might be ready to sign up or buy
Get shit done without engineering — No coding required
Convert more customers using your tools — Set your stack up once and watch it do the heavy lifting for you
What effective marketing tech stack will enable you to do
Confidently pick the right tools for your business
There are so many tools on the market right now (7000+), it can be hard to even choose an email provider. Using Dan’s quick product evaluation matrix, you can be sure you’re committing to the right platforms.
Build an integration plan & make your tools talk to each other
Every marketing tech stack requires integration. Getting the planning right is the most critical part of creating a successful stack, which is why this course includes templates to guide you through the planning process.
Discover the keys to seamless integration
Truly reliable tool integration happens in two ways. First, give your engineers a structured integration plan to head off any development delays. Second, hack together the tools you need (with zero coding skills required).
Earn a raise or promotion for upgrading your analytics & operations skills
Marketing technologists are some of the highest-paid marketers. During this course, you’ll learn the fundamentals of marketing operations and how to set up your analytics tools for useful data — making you a much more valuable team member.
Improve your sales & marketing conversion rates
Once your new tool stack is up and running, you’ll be able to automate processes you’ve always done manually. You’ll run tests across multiple channels, platforms, and audiences (and your analytics alone will tell you exactly what is or isn’t working). With all of these processes operational, you’ll see conversion lifts in every area of your sales and marketing.
This course is right for you if …
You’ve explored some marketing tools, but haven’t decided which will yield the best value
You’ve begun to collect data from various tools, but need to fit all the pieces together
You’re interested in learning more about marketing automation, analytics, CRMs, data piping, support systems, live chat system, forms, & prospecting tools
You have a general understanding of marketing automation & integration, basic Google Analytics reporting skills and some technical know-how (or Zapier experience)
This course is probably not for you if…
You can’t stand looking at numbers, graphs, or data, and you’d rather just trust your gut
You’re not currently working with any sort of marketing tech or tool
You’re looking to learn about advertising or content marketing tools
You want to dive deep into technical integration using Google Tag Manager or code
Skills you should have:
A general understanding of marketing automation.
Basic reporting skills using Google Analytics.
A basic understanding of how to integrate tools.
Some technical know-how and Zapier experience.
Your full course curriculum:
Optimizing your marketing tech stack
Lesson 1
What is a Martech Stack and how does it solve my marketing problems? Contrary to common practice, a marketing tech stack is more than just the motley collection of tools you’ve been using to run campaigns. This class will cover:
How to think about your stack, and the types of tools it should contain — You might just be overlooking a platform that can grow your business What problems the right stack can help you solve — Freeing up more time through automating your lead-gen and follow-up processes are just the beginning
Lesson 2
Choose the right tools for your stack With over 7000+ tools to choose from, the selection process can be confusing or overwhelming. Dan’s step-by-step approach will help you evaluate and choose the best marketing and business intelligence tools for your needs. Here’s what Class 2 will include:
Ways to discover new tools to keep pace with innovation — So you’ve always got best-in-class tools on your side
How to keep your stack organized — No more hunting for data in the wrong platforms, or wondering “Which tool does that again?”
How to choose the best tools for your business model — Not all marketing tools are created equal, and not all will fit your unique business
Dan’s straightforward way to choose tools and present findings — It’s not enough to find the right tool. You need buy-in from your team, too
Lesson 3
Integrating the stack Everything in your marketing technology stack needs to be integrated with your site, product, and other business tools. Get it right by knowing the shortcuts, longcuts, and pro secrets. We’ll go through:
What the integration process for different tools looks like — And how you should set up integrations for faster data transfer and less redundancy Why tag managers are a godsend for marketers — Your Google Analytics team will be jumping for joy at this one
Whether or not you should be using a customer data platform for integration — Not all businesses need this type of tool. But if you do, it can be a game-changer
Worth: $1990
