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The Stack

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If you want to nail your strategy, build a revenue machine and take your sales to the next level ⁠— it’s time to look at your tech stack. 

Each week host Dan McGaw, CEO and founder of McGaw.io takes us to the bleeding edge of the modern tech stack. He speaks with people who are killing it in product, ops, sales, marketing and beyond to uncover the tech stack that’s making their wildly ambitious revenue goals a reality.

47 Episodes
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In this episode, Brandon Healey, VP of Sales & Marketing at SumoQuote, tells the story of SumoQuote's agile journey from a functional solution within a roofing company to a standalone SaaS success acquired by Job Nimbus.Brandon dives deep into how SumoQuote, leveraging industry insights and strategic sales approaches, achieved an impressive 33% conversion rate from free trial to new customer. He sheds light on using the free trial model. He emphasizes the importance of critical metrics such as MQL input, demo attendance, and net revenue retention to assess growth and customer satisfaction. Focusing on these quantitative indicators has allowed SumoQuote to perfect its market positioning and enhance product love, as evidenced by a high net promoter score.Main TakeawaysSumoQuote's free trial model is the cornerstone of its customer acquisition strategy, boasting an impressive 33% conversion rate to new customers.Key metrics like top-of-funnel MQLs, trial-to-customer conversion, demo attendance, and net revenue retention are crucial in assessing company growth and sales efficiency.Transitioning to Webflow empowered SumoQuote to elevate brand visibility and streamline partner page creation, leading to substantial year-over-year growth.Despite resource constraints, a sophisticated tech stack featuring Close CRM integration and Customer.io enabled their lean team to deploy robust automation and workflows.The acquisition by JobNimbus marks a strategic merger that propels SumoQuote towards greater industry dominance.Tools Mentioned in this EpisodeSumoQuoteWebflowClose CRMCustomer.ioZapierSparkpostTwilioSaasQuatchPartnerStack
Understanding B2B attribution can feel overwhelming with the array of tools, platforms, and models. While attribution isn't a cure-all for marketing issues, it's a crucial optimization tool. Approaching it with realistic goals can effectively steer marketing investments.Industry experts Andy Caron, President of Revenue Pulse, Drew Smith, Co-founder and CEO of Attributa, and Steffen Hedebrandt, Co-founder and CMO of Dreamdata, share strategies and what to watch out for in 2024.Main TakeawaysDefine clear goals for your attribution efforts, focusing on the tools and the desired outcomes for your organization.Start simple with the resources you have, gradually building towards more sophisticated tracking and analysis processes.Balance quantitative data with qualitative feedback to encapsulate the effectiveness of challenging-to-measure channels.Prepare for the future by innovating within the landscape of first-party data collection, always prioritizing user consent and privacy.Equip your team with statistics and data interpretation knowledge to maximize your attribution data's impact.Tools Mentioned in this Episode:MarketoDreamdataUTM.ioHubSpotOn this Panel:Andy Caron, President of Revenue PulseAndy Caron has been an influential figure in the Marketo community since 2012, passionate about marketing operations, attribution, and system integrations. She values mentoring the next generation of marketers and is dedicated to training and coaching her teams.Drew Smith, Co-Founder and CEO of AttributaDrew is currently the Founder and CEO of Attribute, a consulting firm specializing in attribution and marketing analytics. Before Attributa, Drew worked in consulting and in-house marketing roles, including time with LeadMD.Steffen Hedebrandt, Co-Founder and CMO of DreamdataSteffen has an exceptional growth mindset, is data-driven by heart, and loves all parts of scaling businesses. He’s a notorious growth hacker. With his successful track record of scaling businesses and building teams at Upwork and Airtame, Steffen truly knows firsthand the pain points of rapidly scaling marketing and growth. Today, Steffen serves as the co-founder and Chief Marketing Officer
Nylas has sidelined Product Qualified Leads (PQLs) in their strategies. But what does this mean?In this episode, Mallory Lee, VP of Revenue Operations at Nylas, shares her insights on how Nylas challenges the traditional concept of Product Qualified Leads (PQLs).Instead, it focuses on user engagement and identifying high-return users to drive enterprise-level adoption. A growth strategy that revolves around product usage.Mallory emphasizes the importance of users trying the product before making a purchase.This approach is particularly relevant for developers who prefer to experience the product firsthand rather than talk to sales.Main Takeaways:Moving away from relying on traditional PQLs, Nylas focuses on engaging every user directly with the product.Mallory recognizes the importance of building a strong user base through personalized interactions and experiences to encourage customer retention and expansion.NRR is a critical metric, ensuring existing customers find value in the services, expand their usage, and contribute to sustainable revenue growth.Leveraging agile and flexible marketing tools and solutions allows adaptation to meet customers' needs.Traditional marketing tools in the emerging PLG landscape may not work, requiring adaptive and nimble solutions to support marketing strategies.Tools Mentioned in this Episode:Nylas: A powerful email, calendar, and contacts API used to integrate email functionality into applications.Woopra: Provides real-time customer analytics and insights, helping Nylas understand user behavior and make data-driven decisions.Segment: Enables Nylas to capture product touchpoints across various platforms and devices, allowing her to analyze user interactions and improve user experiences.MadKudu: Calculates a score to identify meaningful touchpoints, helping prioritize and personalize customer interactions.Inflection.io: Provides targeted messaging at the opportune moment to drive activation, retention, and expansion, resulting in valuable aha moments and increased customer revenue.Gong: Gong provides conversation analytics for sales teams, helping them gain insights from customer interactions and improve sales performance.Fivetran: Fivetran automates data pipeline workflows to collect and analyze data from multiple sources.Vitally: Vitally is a customer success platform that tracks and manages customer health, ensuring long-term satisfaction and retention.Salesforce: Used to manage customer relationships, track sales activities, and drive business growth.Drift: Drift is a conversational marketing platform that helps engage and convert website visitors into customers through personalized messaging.Marketo: Marketo is a marketing automation platform Mallory uses to streamline and optimize her marketing campaigns, driving lead generation and customer engagement.
Step into the dynamic world of smart home devices and discover Daan's expert insights on striking the perfect balance between strategic marketing, consumer experience, and technical adoption.In this episode, Daan Goossens, VP of Growth at Mysa, shows us how his calculated approach to SMS strategy and discounting has significantly contributed to Mysa's bottom line.By understanding and leveraging its unique position within the smart thermostat market, Mysa navigated the challenges of traditional compatibility issues, crafted a distinct brand identity, and expanded DTC and B2B omnichannel reach.Main Takeaways:Mysa uses a tech stack including Google Tag Manager, Segment, Amplitude, and Customer.io to process and gain insights from user data, from the website to app usage.Analyzing effort, payoff, and consumer impact is vital in crafting effective marketing strategies.In-app messaging, email, and SMS are optimized by understanding the customer journey and avoiding the overuse of these channels to maintain positive customer relationships.Direct conversations with customers and targeted post-purchase surveys are invaluable for gaining qualitative insights that inform marketing strategy adjustments.Careful discount management and a strategic SMS approach can significantly improve net revenue without alienating customers.Tools Mentioned in this Episode:MysaShopifyContentfulGoogle Tag ManagerSegmentAmplitudeCustomer.ioLittleDataLucky OrangeTypeformZapier
Traditional paradigms in the rapidly changing landscape of B2B enterprises are being challenged by the emergence of a potent growth model – Product-Led Growth (PLG).So, what is PLG, and how can B2B companies harness its power to stay afloat, thrive, and drive customer-centricity in an increasingly competitive market?In this episode, Dan invites a lineup of product experts, including Aaron Bird, CEO at Inflection, Francis Brero, Chief Product Officer at MadKudu, and Laura Schaffer, VP of Growth at Amplitude. They will explore the PLG paradigm in-depth, uncovering the strategies and insights shared by industry leaders to illuminate its significance and unravel the enigma that is PLG.Main TakeawaysPLG has reshaped traditional sales processes, but it isn't a one-size-fits-all solution and may not suit highly complex products.Understanding the distinction between user engagement within the product and executive decision-making is crucial for successful PLG implementation.Product analytics is fundamental in PLG to track user behavior accurately and effectively and tailor engagement strategies.Craft highly relevant self-serve experiences by utilizing product analytics, aligning user onboarding with intent, and leveraging data for strategic decisions.There are diverse opinions on limiting signups to professional emails in PLG, weighing against spam risks and resource management.For B2B offerings with complexities, provide demo accounts and sidecar products to introduce guests to the full product suite in a nuanced way.Sales in a PLG motion come into play when identifying users' readiness to transition into paying customers, faceted in a customer success approach.Foster a sales force that excels at guiding customers through the product, not just the deal, by seamlessly integrating sales and product experiences.Tools Mentioned in this Episode:AmplitudeMadKuduInflection.ioHubSpotMarketoUTM.ioSuperhumanJoin us next time as we journey to the bleeding edge of the modern tech stack.  You’ll hear from real experts on how to nail your strategy, build a revenue machine, and take your sales to the next level.
The right data analysis tools can significantly increase decision-making agility and accessibility for all business stakeholders. Centralizing sales channel data is crucial for a seamless omnichannel experience. By using reverse ETL activation, companies can revolutionize data utilization to enhance customer engagement proactively.Maxime Lagresle is the Head of Data at Veronica Beard, a contemporary fashion brand known for trailblazing in the direct-to-consumer (DTC) space. Maxime evolved from building the initial tools as the company's first data hire to growing the data team and liaising with business stakeholders on their requirements.Max emphasizes the value of creating omnichannel customers who engage with online and offline channels. His work includes powerful ETL and reverse ETL processes, enabling the brand to manage advertising audiences and create personalized omnichannel experiences.He also provides insights into his data stack, including integrating Segment, setting up a cloud data warehouse with BigQuery, leveraging DBT for transformation, and using Sigma Computing for BI. As the brand eyes international expansion, the push for sophisticated data usage continues, with initiatives like reverse ETL and media mix modeling at the forefront.Main TakeawaysOmnichannel customers are approximately three times more valuable than those who shop through a single channel, spotlighting the importance of integrated customer experience.Veronica Beard uses a robust data stack comprising tools like Segment, BigQuery, and Sigma Computing to centralize, analyze, and activate customer data.Agility in the BI tool selection proved crucial for Veronica Beard, with Sigma Computing being selected for its easy adoption by business stakeholders.Veronica Beard is exploring media mix modeling with open-source tools from Meta to triangulate marketing effectiveness in a post-iOS 14 world.Tools Mentioned in this Episode:BigQueryFiveTranSegmentSkypadShopify6Sense*Sigma ComputingDBTLookerMetaplaneKlayvioHighTouchRobin from MetaGeolift from MetaAttentive MobileGoogle Cloud Platform
Quontic has made a remarkable shift towards embracing qualitative insights, recognizing the importance of humanizing the brand. It's not about abandoning data or experimentation; instead, it's about finding a balance.Aaron Wollner, the CMO of Quontic Bank, shares insights on leveraging technology to create a seamless customer experience. He talks about the power of social proof and the role of testing in driving D2C growth. He emphasizes humanizing the brand, utilizing data analytics, and collecting customer feedback. Aaron also discusses how data analytics can drive performance and impact and how Quontic Bank sets itself apart in digital banking.Main TakeawaysAaron prioritizes humanizing the Quantic Bank brand, delivering personalized and engaging experiences to build strong customer connections.The bank's approach is rooted in a culture of testing and experimentation, leading to improved conversion rates and a seamless customer journey.Quontic leverages tools such as HubSpot, Rakuten Affiliate Network, and Wevo to optimize marketing efforts and gather valuable customer feedback, enabling data-driven decision-making.Tools Mentioned in this EpisodeHubSpot: HubSpot is a powerful inbound marketing and sales software that helps businesses attract, engage, and delight customers. Quontic uses HubSpot for lead generation, customer relationship management, and marketing automation.Trustpilot: Trustpilot is an online platform allowing businesses to collect and manage customer reviews.Microsoft 365: Microsoft 365 is a productivity tool suite with Word, Excel, and PowerPoint applications. Aaron uses Microsoft 365 for document creation, data analysis, and presentation.PowerBI: PowerBI is a business analytics tool that provides interactive visualizations and business intelligence capabilities. Aaron uses PowerBI to analyze data and generate insights for decision-making.Rakuten Affiliate Network: Rakuten Affiliate Network is an affiliate marketing platform that connects advertisers with publishers. Quontic uses the Rakuten Affiliate Network to drive traffic and generate sales through affiliate partnerships.Wevo: Wevo is a platform that uses artificial intelligence to optimize digital experiences and conversions. Quontic uses Wevo to improve website performance and increase conversion rates.Google Optimize (RIP): Google Optimize was a website optimization tool that allowed businesses to conduct A/B tests and personalize user experiences. Aaron used Google Optimize to test and optimize website content for better user engagement.
The B2B SaaS landscape is always shifting, and it's crucial to have a comprehensive strategy in place. When everyone is cutting tech costs, you need a new way to appeal to buyers. One approach that has proven to be highly effective is multithreading, a method that involves engaging multiple stakeholders within an organization to drive sales and revenue. In this episode, Trinity Nguyen, VP of Marketing at User Gems, successfully implements a multithreading strategy and achieves impressive results. She’s overcome the challenges of inconsistent messaging, customer confusion, and potential over-communication.These issues can harm customer relationships and brand reputation, especially when engaging multiple decision-makers in a client's organization. Trinity discusses these challenges and how she brings her multithreaded approach to life.Main TakeawaysUsergems is a software that helps companies track key contacts and surface buying groups at target accounts.Personalized and concise messaging is crucial for effective multithreaded strategies.Tools like Lavender AI can help improve email effectiveness by providing scoring and optimization suggestions.Tracking job role changes can be a valuable way to identify new prospects and engage with them.Gifting can be an effective way to engage prospects and customers and build relationships.Tools Mentioned in this EpisodeUserGems - Used to track changes in key audiences. UserGems tracks people’s job changes to trigger engagement campaigns with newly hired people.Salesforce - Sales CRM and the primary source of truth for UserGems.Outreach - Used for Sales, ABM, and Marketing outreach. UserGems uses Outreach to automate and personalize email sequences based on job changes, news mentions, and other triggers.Lavender.ai - AI email tool to help write better sales emails. UserGems uses Lavender.ai to generate personalized and engaging email copy at scale.Gong - Used to review sales calls to improve messaging. UserGems uses Gong to analyze sales conversations, identify best practices, and improve messaging.Laudable - Used to create testimonials from Gong calls. UserGems uses Laudable to create compelling customer testimonials from Gong call recordings.Postal - Gifting tool. UserGems uses Postal to send personalized gifts to prospects, customers, and partners to build stronger relationships.Orum - Sales call and AI autodialer tool. UserGems uses Orum to improve sales call efficiency, automate outreach, and connect with more prospects.Join us next time as we journey to the bleeding edge of the modern tech stack.  You’ll hear from real experts on how to nail your strategy, build a revenue machine, and take your sales to the next level.
On Today’s Show:Early-stage companies face numerous challenges, including a need for more resources and tools and uncertainty about the viability of their solution. Even worse, you may be building a product that customers don’t want.In this episode, Jamie Bell, VP of Marketing at Workshop, shares the company's journey to find product-market fit and their focus on early growth. Once essentially a company intranet builder, Workshop now focuses on being more than just an internal email solution.They position themselves as a broad internal marketing solution, actively listening to customer feedback and investing in their product roadmap to provide a comprehensive solution for internal communicators. This feedback loop has been critical to evolving their product.Main TakeawaysWorkshop pivoted from building an intranet to focusing on internal email communications, which proved to be a more practical solution for their customers.The Happy Monday Club newsletter has been a successful content strategy, providing practical resources and positive narratives for internal communicators.Workshop's marketing strategy includes using free email templates, Google Ads, and targeted campaigns to reach their audience.Jamie suggests that attribution software alone is not sufficient. She recommends measuring marketing effectiveness through a combination of qualitative and quantitative methods.Asana is Jamie's preferred project management tool, allowing her to stay organized and manage project requests effectively.Tools Mentioned in this EpisodeWorkshopHubspotApolloAsanaTypeformGoogle OptimizeGoogle FormsAdditional Video: TK Kader - Finding Product Market Fit for Saas StartupsJoin us next time as we journey to the bleeding edge of the modern tech stack.  You’ll hear from real experts on how to nail your strategy, build a revenue machine, and take your sales to the next level.Subscribe to The Stack Podcast
Intent data has become a pivotal tool for understanding and engaging with prospects. But how can marketers effectively harness its potential? Airmeet’s Chief Marketing Officer, Mark Kilens, has gone all in to understand and leverage intent data to get more prospects down the funnel.But it's not just about data. Mark emphasizes the foundational importance of understanding your Ideal Customer Profile (ICP). This deep knowledge forms the bedrock of all marketing endeavors, ensuring that every campaign and every message resonates with the target audience.Mark also touches on the art of proactive planning. In a world where misalignment can spell disaster for marketing campaigns, he underscores the need for consistent messaging and a unified vision. It's about foreseeing challenges, planning for them, and ensuring the entire team is on track.In this episode, Mark discusses how he tracks over 75 engagement points and uses this data to grow the pipeline, increase revenue, and build customer loyalty. Airmeet is aggressively ramping up its go-to-market strategy and raising the bar using integrated campaigns to amplify brand awareness and engagement. Mark also explains why it's crucial to have a strategy before selecting the right tools.Main TakeawaysThe importance of a well-defined ICP in guiding marketing efforts and ensuring meaningful engagement with prospects. Everything starts with a deep understanding of your Ideal Customer Profile. Plan and be proactive to avoid most problems. One in particular is a lack of alignment and, as an extension of that, a lack of consistent messaging.Intent data can provide invaluable insights into customer behavior, allowing for more precise targeting and higher conversion rates.Dan’s Top ToolsHubSpot: A marketing and sales automation platform used by Airmeet to manage leads and campaigns.Salesloft: A comprehensive sales engagement platform designed to streamline and enhance the sales process through automation and analytics.Asana: A project management application designed to help teams organize and manage their work, projects, and tasks efficiently.Drift: A conversational marketing and sales platform that enables businesses to engage with and convert website visitors through real-time chat and automation.Mutiny: A personalized marketing platform that allows businesses to tailor their website content and experiences based on individual visitor data and preferences. Airmeet: A platform for virtual summits, meetups & workshops with a social lounge to deliver a rich networking experience. Join us every week as we journey to the bleeding edge of the modern tech stack. You’ll hear from real experts on how to nail your strategy, build a revenue machine, and take your sales to the next level. Subscribe to The Stack Podcast
LinkSquares takes a personal approach to B2B marketing. Their intense and memorable event strategy doesn't just stop at the top of the funnel. Instead, they're pushing boundaries by maximizing the value of each touchpoint, ensuring a seamless journey for potential clients.In this episode, Dan McGaw talks with Juliette Kopecky, CMO at LinkSquares, about her comprehensive event strategy. Juliette's strategy is based on the Mere-Exposure effect, and involves taking over events with intense visibility marketing, such as sponsoring the cocktail hour, sponsoring the lanyards, and having a big giveaway. After an event, LinkSquares follows up with leads using traditional methods, email marketing, ABM strategies, and nurture campaigns.What is LinkSquares? LinkSquares is a company that specializes in contract lifecycle management (CLM) software. Their platform helps businesses automate and streamline the management of contracts, providing features such as contract creation, tracking, and analytics to improve efficiency and compliance using AI.Main Takeaways:The Mere-Exposure Effect: Understand why every marketer should consider this psychological phenomenon to enhance brand familiarity and preference.Maximizing In-Person Touchpoints: Learn how to effectively gather and leverage data from in-person interactions to supercharge your marketing efforts.Strategic Content Enablement: Discover Juliette's content strategy that resonates with the audience and serves as a bridge between sales and marketing, ensuring alignment and success.LinkSquares’s StackHubSpot: A marketing and sales automation platform used by Link Squares to manage leads and campaigns.Seismic: A sales enablement platform adopted by Link Squares to track usage and create playbooks for their sales and success teams.Hubspot: An all-in-one inbound marketing, sales, and CRM platform that offers tools for email marketing, social media publishing, content management, and more.6sense: An account engagement platform that helps firms accelerate sales by identifying, prioritizing, and engaging with prospects.Qualified: A conversational marketing platform designed to produce more sales pipeline by enabling sales teams to have real-time conversations with website visitors.Microsoft Clarity: A free-to-use analytics product built to help website managers improve their website experiences by better understanding site visitor behavior.HasOffers: Provides performance marketing software for creating your own mobile and/or desktop ad network.LinkSquares: A contract analytics and management solution that uses AI to help companies understand and act on their contract data.Join us every week as we journey to the bleeding edge of the modern tech stack. You’ll hear from real experts on how to nail your strategy, build a revenue machine, and take your sales to the next level. Subscribe to The Stack Podcast
Field marketing isn't about hosting numerous events; it's about fostering a community. Ronen's perspective is refreshingly different. He believes in the transformative power of field marketing, not only as an event-driven strategy but as a tool for community-building.In this episode, Ronen breaks down why traditional SaaS marketing methods aren't as effective in cybersecurity, emphasizing the need for personalized strategies. Ronen has cracked the code generating a robust pipeline in this industry.From leveraging virtual events to understanding user behavior, Ronen shares actionable insights that have proven successful in his career. Since recording this episode, Ronen has moved on to Senior VP of Marketing at Cycode.Main TakeawaysField marketing generates the most pipeline in the cybersecurity industry, and creating community is the most important. Tessian leverages virtual summits, social media, and word-of-mouth to reach a wider audience. "There can be no substitute for getting your hands dirty." Strike a balance between automated systems and hands-on work to drive results and stay competitive.Dan's Top ToolsTessian: A cybersecurity platform that uses machine learning to secure enterprise email and prevent threats. User Gems: A platform that helps companies identify potential leads by tracking job changes of their users and contacts. Google Sheets: Google's cloud-based spreadsheet tool that allows for real-time collaboration and integration with other Google services. HubSpot: An inbound marketing, sales, and service software that provides tools for social media marketing, content management, web analytics, and more. Salesforce: A customer relationship management solution that brings companies and customers together, offering a variety of tools for sales, service, marketing, and more. Sprout Social: A social media management tool that provides engagement, publishing, analytics, and team collaboration tools. Full Circle Insights: A marketing performance measurement platform that provides response management, attribution, and funnel metrics for Salesforce users. Drift: A conversational marketing platform that connects businesses with their website visitors in real time using chatbots and artificial intelligence.Want more Ronen? Join his email newsletter: Thoughts by Ronen ShetelboimJoin us next time as we journey to the bleeding edge of the modern tech stack. You’ll hear from real experts on how to nail your strategy, build a revenue machine, and take your sales to the next level.Subscribe to The Stack Podcast
In this episode, Mariana Cogan, CMO of People.ai, shares her unique tactics for tracking conversions, understanding digital journeys, and using tools like Hotjar and UserTesting.com to create a highly personalized, multithreaded experience. She emphasizes that multithreading deals involving engaging multiple organizational stakeholders can significantly increase the win rate by 34%. Mariana argues that understanding the relationship between these business units and creating personalized connections is critical to the success of these multithreaded deals.The discussion also offers valuable insights into creating snackable content, aligning sales and marketing efforts, and the crucial role of technology and diversity in the workplace.Main Takeaways:Personalized, multi-threaded experiences combined with conversion tactics and MarTech tools significantly enhance win rates and conversion tracking.‘Snackable content,’ involving bite-sized, easily digestible information, boosts customer engagement and is critical in successful conversions.Understanding the buyer’s journey and timely, tailored content delivery significantly improves customer experiences and sales win rates.Leveraging technology and diversity for one-to-one customer connections provides deeper insights into customer needs, fortifying relationships and customer experiences.Grasping the dynamics between various business units allows businesses to customize their services, positioning them as the preferred choice for customers.People.ai's Stack and Tools:People.ai: A sales intelligence platform that helps sales professionals identify and engage with qualified prospects, manage their pipeline, and close more deals.Hotjar: A behavior analytics tool that helps businesses understand how users interact with their website by providing heatmaps, screen recordings, and feedback polls.UserTesting.com: A user research platform that allows businesses to get feedback on their website or product from real users in minutes.WordPress: A content management system (CMS) that powers over 40% of all websites on the internet.Google Analytics: A web analytics platform that helps businesses track and analyze website traffic data.Drift: A conversational marketing platform that helps businesses turn website visitors into customers through live chat and chatbots.6Sense: A sales and marketing engagement platform that helps businesses identify and engage with the right buyers at the right time.Join us next time as we journey to the bleeding edge of the modern tech stack. You’ll hear from real experts on how to nail your strategy, build a revenue machine, and take your sales to the next level.Subscribe to The Stack Podcast
On Today’s Show:In today's digital landscape, personalized user experiences are desirable and necessary.Mario D'Agostino, VP of Product and Product Analytics at FanDuel, is a seasoned veteran in the tech industry who understands the value of leveraging real-time data and probability algorithms to create personalized user experiences.FanDuel is the biggest online real money gaming company and the leading sports booking app in the US. It commands over 40% market share and has 14 million active customers. This massive customer base presents unique challenges in terms of customer engagement and retention.In this episode, Mario discusses the strategy that aims to see FanDuel grow its business by 4x by 2025. He also shares insights from his data playbook, the tech stack behind it, and how he’s effectively scaled his stack during periods of rapid expansion.Main Takeaways:FanDuel's user experience personalization is driven by real-time data and probability algorithms, leveraging tools like Segment to optimize customer lifetime value and adjust acquisition costs.The transformative power of Braze Content Cards is harnessed to deliver timely, personalized content based on user spending habits, a strategy also adopted by brands like Venmo.Preparing for high-traffic events like the Super Bowl involves system stress tests and collaborations with tech partners. Platforms such as KNIME are utilized to dynamically segment offers in real time.During major events like the Super Bowl, FanDuel employs predictive analytics and tools like KNIME to send timely push notifications tailored for each user.FanDuel's innovative data strategy embraces Reverse ETL, allowing custom model building with KNIME and data loading into platforms like Salesforce. Additionally, the strategic integration of Segment and AppsFlyer facilitates real-time adjustments to customer acquisition costs.Dan’s Top Tools:Amplitude: A product analytics platform that provides insights into user behavior, allowing businesses to visualize conversion funnels and conduct A/B tests.Braze: A customer engagement platform that provides real-time, personalized messaging across various channels. It's used for delivering tailored content at the right moments.Segment: A customer data platform that helps businesses collect, clean, and activate their data, offering a unified view of the customer and enabling real-time personalization.AppsFlyer: An advanced mobile app attribution and marketing analytics platform helping marketers pinpoint their targeting, optimize their ad spend, and boost their ROI.KNIME: A data analytics platform that allows for creating dynamic audiences, real-time segmentation of offers, and the dispatch of relevant push notifications.Optimove: A marketing platform designed to drive customer loyalty and engagement.Salesforce: A comprehensive customer relationship management solution that aids in managing campaigns and customer data.Marketo: An Adobe marketing automation tool that assists businesses in managing and segmenting customer data for targeted campaigns.Fivetran: A data integration tool that streamlines the automation of data pipelines from various sources to cloud-based data warehouses.Looker: A business intelligence software that provides real-time data analytics, helping businesses explore and share insights.Tatango: A mobile messaging software platform that enables businesses to design and manage SMS, MMS, and RCS marketing campaigns.Gainsight: A platform that offers tools and solutions for customer success, focusing on customer retention and business growth.Twilio: A cloud communications platform that provides APIs for sending/receiving phone calls, text messages, and more.Join us next time as we journey to the bleeding edge of the modern tech stack.  You’ll hear from real experts on how to nail your strategy, build a revenue machine, and take your sales to the next level.Subscribe to The Stack Podcast
RevOps has been getting a lot of hype recently. The 2023 LinkedIn Jobs on the Rise Report, even called RevOps, is the fastest-growing career opportunity in the US. But what’s with the traction for a seemingly unexplored and mysterious role? Is it just another fad? Or is the speed of the bandwagon warranted? We invited Ahmed Chowdhury, Sr. Director of Global Revenue Operations at Data.ai, Darrell Alfonso, Director of Marketing Strategy and Operations at Indeed.com, and Deven Pearson, Director of Revenue Operations at McGaw, to debate the legitimacy of RevOps as a position.In this episode, you'll learn about the need for clear objectives and team alignment to optimize customer interactions and minimize friction.Key Discussion Points:Breaking Barriers: Is RevOps the key to dismantling the silos between sales and marketing teams?Tech Solutions: Can the challenges prompting the need for RevOps be addressed with a smarter tech stack?Skillset for Success: Assuming RevOps is here to stay, what skills are indispensable for someone to excel in this role?We'll also touch on the potential pitfalls of overemphasizing revenue and the crucial role of CMOs and CROs in reducing friction in customer and selling journeys. This is where RevOps can shine.To wrap things up, we'll delve into the essential skills required for successful Revenue Operations and the impact of a well-structured team on top-line revenue.Top ToolsHubSpotSalesforceMarketoPardotLeanDataClariInsightSquaredRingLeadZoomInfoDriftJoin us next time as we journey to the bleeding edge of the modern tech stack. You’ll hear from real experts on how to nail your strategy, build a revenue machine, and take your sales to the next level.
2023 will be a fascinating time for marketing and tech, and you may be wondering how to build and optimize your stack.In this episode, Join Dan McGaw and industry leaders Jon Miller, CMO of Demandbase, and Adam Greco, Product evangelist for Amplitude, as they discuss the most important tech stack trends you must consider to win big and boost revenues in 2023.It’s no secret that the marketing technology landscape is constantly evolving. Driving growth in a tumultuous economy with your marketing technology investments will be critical. With consolidation happening all over the place, and major innovations in AI and first-party data, are you wondering what’s next? Main Takeaways:Which tech stack trends you should be aware of How will the first-party revolution change your marketingHow to maximize your tech stack capabilities to reach revenue goalsHow to mitigate the risk of future budgetary cutsWhat are the key roles you should have on your teamDan’s Top Tools for 2023:SegmentOrttoCount.coZapierJasper.aiDescriptJoin us every week as we journey to the bleeding edge of the modern tech stack. You’ll hear from real experts on how to nail your strategy, build a revenue machine and take your sales to the next level. See all the ways to subscribe to “The Stack”
The Stack team is taking a break to spend time with our friends and family over the holiday season. We’ll be back in late January with more episodes all about killer marketing strategies and the tools making them possible. In the meantime, check out the details for our upcoming live recording! Webinar: How to Build Your Marketing Stack in 2023.
“Building an ecosystem is hard,” says Scott, VP of Platform and Ecosystem at HubSpot, “You got to think bigger than just the marketplace.”In this episode, Scott and Dan dive deep into the inner workings of HubSpot’s partner strategies, how they have led them to create a dominant MarTech platform, and the tech stack they use to achieve their goals.Key TakeawaysIntegration is vital to business success, and consolidating data into suites or platforms is a standard solution for companies with too many tools.To build a successful platform, focus on finding the right partners and tools and providing value to your company, customers, and partners.Genuine relationships and understanding the needs of your audience are crucial for success in an ecosystem like HubSpot’s.HubSpot’s winning partner strategy includes finding the most popular partners through customer research, ranking them, and bringing them in to help them succeed.To grow a marketplace, build a solid foundation across all product lines, and provide end-to-end support for partners on the platform.Building an ecosystem takes time and requires cohesion between the right tools. Choose a platform to experiment with different apps while breaking down stack silos.Top Tools:HubSpot CRM: HubSpot’s central source of truth, where they track their partner’s journey and integrate all their other tools.Google Suite: everything from spreadsheets to slide presentations and documents. Slack: To communicate with partners. Asana: For tracking projects.Looker: For visualizing data.Snowflake: For data warehousing. G2: For ranking potential partners.HubSpot’s App Directory: A directory of tools you can integrate with HubSpot.OrgChartHub: For building organizational charts in HubSpot.Sales Tracking Software: For tracking and monitoring sales journeys. Crossbeam: Helping businesses connect with prospects, partners, and opportunities.Join us as we journey to the bleeding edge of the modern tech stack. You’ll hear from real experts on how to nail your strategy, build a revenue machine, and take your sales to the next level.
B2B communities are hot right now and for a good reason. Having a loyal group of people rallied around your business is a crazy useful resource for growth. Investing in community and learning is how Jack Foster, VP of Marketing at WorkRamp, is driving next-level growth. Being a part of an LMS platform means that Jack understands the value of both community and learning, which is why she’s so committed to investing in both avenues. While LMS and community naturally complement each other, connecting and utilizing those strategies together with the rest of the business leaves no room for error in her tech stack. That’s why Jack runs everything through RevOps and relies on HubSpot as much as possible.Main Takeaways:The value of investing in training and enablementBuilding community into your strategy and tech stackKeeping a smooth-flowing tech stack with RevOpsDan’s Top Tools:Mighty NetworksAirMeetGong.ioJoin us every week as we journey to the bleeding edge of the modern tech stack.  You’ll hear from real experts on how to nail your strategy, build a revenue machine and take your sales to the next level.
Despite being over 100 years old, Perdue Farms is still a beacon for the future of B2B and D2C business. Their e-commerce game is insanely impressive. From building out partner integrations that allow customers browsing recipes on their site to export the ingredients list into a cart at their local partner outlets, to partnering with Samsung to sell Perdue products from smart fridges, Perdue is already living in the future.But getting to that future comes with smart strategies and successful partnerships. David Zucker is the CMO at Perdue Farms, and he knows how to do it right. For example, he’s taking advantage of the company's smaller D2C business to test out new products before launching to their B2B business in order to reduce risk. Main Takeaways:How Perdue finds success through making their partners successfulHow to be innovative while staying smartHow Perdue utilizes their D2C business to reduce risks for the companyLinks:The Benefits & Challenges of B2B Manufacturers Trading Directly Online and going D2C - SprykerDan’s Top Tools:PriceSpiderBluecoreSalesforceJoin us every week as we journey to the bleeding edge of the modern tech stack. You’ll hear from real experts on how to nail your strategy, build a revenue machine and take your sales to the next level.
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