Adtech & PPC tool adoption - how to bring order to chaos! Inderpaul Rai Head of Performance Marketing ufurnish.com

Technology itself WILL NOT FIX bad advertising, marketing, data or content

Technology alone is not enough 3

Planning & Strategy Audits

Don’t engage with a vendor in a pitch process unless you are PREPARED

What are your customer needs across the buying funnel? 6 Awareness Consideration Purchase Service Loyalty I want to be inspired I want to see choice I want to see value Make it easy to stay I want connection Phase Need State

Which marketing channels and tech currently support this funnel? 7 Awareness Consideration Purchase Service Loyalty I want to be inspired I want to see choice I want to see value Make it easy to stay I want connection Phase Need State Touchpoints Display Paid Social Search Engines Search Engines Affiliates Personalisation Retargeting Email Organic Social

What are your GAPS?

#HEROCONF Captivate the audience Community Growth Phase Need State Channels Display / Media Search (SEO & PPC) Social Website Email / CRM Map your challenges in your channels against the funnel 9 I want to be inspired I want to see choice I want to see value Make it easy to stay I want connection Challenges? Inability to target right audience at scale Inability to segment CRM data Highly manual processes to target engaged users No onsite personalisation Limited unified data tracking across contacts

#HEROCONF Captivate the audience Community Growth Phase Need State Channels Display / Media Search (SEO & PPC) Social Website Email / CRM Map your challenges in your channels against the funnel 10 I want to be inspired I want to see choice I want to see value Make it easy to stay I want connection Challenges? Inability to target right audience at scale Inability to segment CRM data Highly manual processes to target engaged users No onsite personalisation Limited unified data tracking across contacts

And how does this affect your BUSINESS OBJECTIVES?

#HEROCONF Business Goal Alignment 12 Business Goals 1. Grow Subscribers 2. Increase Gross Margin (GM) Marketing Goals Ensure we’re able to target the right audience and lead to relevant web pages Deliver efficient marketing in online channels through optimising Paid Media to deliver higher margin on conversions acquired Tech Initiatives 1. Invest in SEO/Industry monitoring/optimisation tools to understand search demand and behaviour 2. Invest in a CDP 1. Feed management tool 2. DataLayer improvements to track (GM) in conversions Measurability Improve traffic to website, subscription rate by 10% and cost per conversion Improve Gross Margin from Paid Media channels by 5% whilst, at minimum, maintaining conversion volume

Platforms & Ecosystem Requirements

PPC tools are Adtech…and Adtech is MARTECH Don’t forget that

At larger organisations different departments are responsible for different stages of the marketing funnel, including technologies utilised… 15 illustration by Marc Hughes for PlannersWeb

#HEROCONF State of Martech 16 https://chiefmartec.com/2022/05/marketing-technology-landscape-2022-search-9932-solutions-on-martechmap-com/

24% growth in Martech tools in just the last 24 months! 17 https://chiefmartec.com/2022/05/marketing-technology-landscape-2022-search-9932-solutions-on-martechmap-com/

#HEROCONF Adtech Architecture 18 Website Display Advertising Social Affiliate Advertising Data Visualisation Tool Search Engines Social Management Tool PPC Bid Management Tool SEO Keyword tool DSP Affiliate Network Feed Management Tool

#HEROCONF Martech Architecture 19 Analytics Website Audience segmentation & data modelling Recommendations, Personalisation and testing tools CRM + Data Warehousing Display Advertising Social Email Affiliate Advertising CMS Data Visualisation Tool Search Engines Social Managem ent Tool PPC Bid Management Tool SEO Keyword tool DSP Affiliate Network Feed Management Tool Email Managem ent Tool

Process & Operations

#HEROCONF Use cases ● Now you know your business objectives, your channel objectives, your tech objectives and your ecosystem - formulate use cases to start engaging vendors with 21 • Capture key info of the business challenge Use Case #1 Use Case #2 • Make it clear what success looks like Use Case #3 • Provide real examples of what you are trying to solve for

What’s the minimum level of business sign off that I need? 22 Paid Media CMO Finance Legal Procur ement

Who are the key stakeholders I need to keep informed? Paid Media CMO Legal Procurement Analytics Finance Marketing SEO Data & Engineering

Who are the key stakeholders from these teams that will be part of the decisioning committee? 24 Paid Media CMO Legal Procurement Analytics Finance Marketing SEO Data & Engineering

Running the Pitch Process 25 RFI RFP Request for information Request for proposal

Proof of concept testing 26 POC 3-6 month test with one of your use cases to prove business value

If deciding between several vendors have a scoring system 27

Team Structure Responsible – Person working on activity Accountable – Person with decision authority and outcome Consult – Key stakeholder who should be included in decision or work activity Inform – Needs to know of decision or action R A C I

Team Training

Actionable Steps

#HEROCONF ● Run a gap analysis on your full funnel marketing 31 ● Understand what your marketing and business goals are, how you measure moving the dial on these and how tech can potentially help you do this ● Map out your current Marketing Technology architecture in your company, if you don't know how this looks across the different teams responsible for marketing and website experience work with them to understand this! ● Ensure key teams and stakeholders are fully warmed up and involved in the process ● Create a vendor scoring system ● Plot down your pitch process, send RFIs to ensure you have all the information you need and send RFPs so all vendors are fully aware of the process, your challenges and what success looks like ● Ensure everyone in your business knows what they're responsible and accountable for, and who needs to be consulted/informed along the way ● Formulate your use cases for your tech initiatives ● Once the tech is decided on, have an agreed robust training programme with the vendor!

Thank you for your time! Questions?