The only thing bigger than Matt Heinz’ appetite for Washington Huskies football is his passion for helping companies create and execute top-of-the-line marketing strategies. In today’s marketing ecosystem, technology is an unescapable — and too often, over-desired — piece of the puzzle. As Matt discusses, there’s a tendency among marketers to build sky-scraping tech stacks which are often worn as a badge of honor. But that isn’t actually what’s needed from an efficiency and customer experience standpoint. As for the future, Matt sees a greater emphasis on retention than acquisition.
“More #marketing orgs are thinking about the entire #customer lifecycle and delighting/retaining existing customers, which relieves pressure of acquisition” says @HeinzMarketing CLICK TO TWEET
Show details and highlights
► (1:33) Using marketing technology
► (4:30) The need for advanced reporting and analytics
► (6:51) Most needed tools: account selection, predictive/modeling technology
► (8:57) Don’t report on vanity metrics; look at the entire story to measure marketing’s impact
► (11:11) Technology isn’t your strategy, it’s the implementation of your strategy
► (14:49) Understanding the “why” behind artificial intelligence for your business
► (19:53) Think about auditing and tearing down your tech stack
► (24:18) Matt on the future of marketing: the funnel will be split vertically (not horizontally)
► (26:22) Rapid Fire!
“No one needs an #AI strategy — what is AI going to solve & how can a computer think FOR you to provide precise next steps to create velocity?” says @HeinzMarketing CLICK TO TWEET
Start with strategy, then move to technology
Matt used to get calls from clients asking him to help them build their tech stack; this year, he’s getting calls from clients asking him to actually audit and tear down the tech stack! These companies realize they’ve built a costly, unsustainable, redundant tower of tech. More tools can actually lead to less productivity — it’s time we reverse our thinking and be thoughtful about why we have the tools we do. AI works in a similar way — AI is there to help you do your strategy better, but it’s not the strategy itself. Matt thinks there’s been an over-investment on net new acquisition that we fail to invest in customer success and build lifetime value. Sales is a lagging indicator of customer success — and mature businesses and marketing teams will start thinking about the full customer lifecycle.
“Separate your operational & impact dashboard — the dashboard you take to your execs shouldn’t include opens, clicks, or likes… focus on #marketing influence on revenue” says @HeinzMarketing CLICK TO TWEET
Technology is not a strategy. First ask what problem you want to solve and what goals you want to achieve – and what experiences you’re trying to create. Then, leverage the right pieces of tech to make it happen, not the other way around.
Think like this: Goal > strategy > tactics. So why are we so often starting with technology and working backward?
No one needs an “AI strategy.” Think about the “why” behind it – what problem are you trying to solve? AI isn’t your strategy; neither is tech. Your strategy is your strategy. Tech and innovative applications of AI can be part of it, but it’s not in and of itself your strategy.
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Resources and links discussed
Read more sales books like The Challenger Sale and The Challenger Customer — and follow Anthony Iannarino, @Iannarino
Connect on Twitter, @HeinzMarketing, on LinkedIn, and at, HeinzMarketing.com — or email Matt
On Marketer + Machine, you will get an in-depth look at the creative, strategic, and innovative ways marketing leaders from around the world are not only acquiring but also retaining customers in today’s uber-competitive marketplace.
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