MarTech: Marketing Tools That Save You 4 Hours/Day

Chris (00:01)
Cindy, you and I have been friends for a number of years now, and I was thinking about this last night that when we were getting to know each other, this is what we were talking about. We didn’t call it Martech back then. We were talking about marking automation, and that was a really new thing. I’m feeling like today we’re just continuing the conversation.

Cindy Z (00:29)
I love that so much. That’s perfect.

Chris (00:32)
I think I’d like to start by… I’m not going to do a presentation or anything, but just show a few, some data on a slide. Give me a second. This is a graph that shows the number of software apps that address Martech topics. You can see in 2011, these organizations identified that there were, sorry, about 150 of these apps, and now they’ve identified that there are 13,000, which is, they said, a growth of over 7,000% in 12 years. It’s just huge. That’s the context that I think we’re in today, is that there are just so many tools out there. It’s almost like it’s mind boggling. I’m going to see if I can share one more thing. Hold on. Give me a sec.

Cindy Z (01:49)
We’re giving you a sec. It’s all good.

Chris (01:51)
I’m going to switch applications.

Cindy Z (01:55)
I like that there’s a lot of people on here that are using Martech, marketing technology, marketing automation. I know some of you out there, well, we’ve worked together, so we have a lot of good input from the whole group.

Chris (02:11)
Here it is. The organizations that I showed you on the other chart, they’re up here, they created this smart tech map of these 13,000 applications. And so these are all the logos of the apps that they say are out there under the main topics and subtopics. And you can go to this page. They make you sign up to see it, but it’s just martechmap. Com. But you can see it’s just incredible how many of these apps there are. I’m going to stop sharing now and then we can… The other thing I wanted to point out is that Martech has become an industry of itself. The projection is that in 2024, company is going to spend $148 billion on these apps, on software to run their marketing. And by 2027, it’ll be over $200 billion. So it’s an industry of itself, and it’s really big. So how do we get our heads around that? And that’s what I was thinking about when we first were talking about doing this session is, how are people going to decide what to use and know what to use and then realize that that’s really the wrong question. Cindy, the question is, what are we trying to achieve?

Chris (03:42)
I’m going to throw it to you. I’m going to Give us your perspective on that. Okay.

Cindy Z (03:51)
Yeah, I definitely think that going out and finding tools for the sake of finding tools is not it. I could do that all day long, by the way. That just sounds like a fun time to hang out and check out software tools and geek out on them. That said, the real question that Chris, you and I talked about the other day was, what am I trying to get done? If I look at what am I doing on a day-to-day basis, Can I do that with a tool and make it faster? Just yesterday, I was talking with a friend of mine, and we’re talking about how when we start to work with a new client, we take an hour and research find out all the things about them, their website, what it’s made on, their social profile, who works there. She goes, Oh, you know that high-level thing that you have? Just click on the prospecting tab in there. I clicked on it and I brought up someone we work with now. In a couple of minutes, it brought up all that stuff that we do research and more. There’s an hour. There’s one hour right there.

Chris (04:56)
At least an hour.

Cindy Z (04:57)
At least an hour. I was totally blown away. Looking at what we’re doing day to day in a repetitive manner and then going out and finding tools, either go out on the web or talk to people you know. I most often talk with people I know. If we get calls all the time asking, What do you use for this? What do you use for that? I actually have a list that we just keep updating all the time that I can share with you all as well. Chris, did that answer your question?

Chris (05:29)
Well, that’s a great example. I mean, it’s about finding the things that you do now and how can you make that more efficient.

Cindy Z (05:40)
Exactly.

Chris (05:41)
Another example, and I think you and I could sit here and give examples all day long, but if people are listening and they have specific questions or they have specific problems or even want to share their own thing so that we know which direction to go in, that’d be great. An example All I can give is Dundee Hills Group. For years and years, one of the things we do is distribute press releases, and it became this… It’s a process. It’s not writing it, reviewing it, proofreading it, setting it up for distribution. It’s a whole process that before we were doing it in email. It’s emails back and forth, back and forth, back and forth, back and forth. It’s totally inefficient. Finally, the company adapted a project management system for this, which now we use for a whole bunch of other things. It just becomes systematized within, here’s your checkbox, do this, do this. No more exchanging emails. It’s brilliant.

Cindy Z (06:41)
Yeah. It’s hours of time. You use Base Camp, right?

Chris (06:44)
We use Base Camp, yeah. We use Base Camp.

Cindy Z (06:46)
We use Asana and then combine it with Slack. Then Base Camp is great, though. There’s so many tools like that, and we have all of our templates in there. If it’s like, do a webinar with the client templates in there with all the things, Do a pre-show email and social campaign template in there. Yeah, exactly. Do a series of one-minute videos template in there. It’s all in there. Then we customize it so it doesn’t take the personal nature out of the work and stuff. It makes a framework so that we’re not inventing that wheel every single time.

Chris (07:20)
Yeah, exactly. We do this exact same thing in Base Camp. It’s just start a project, you push the button, and the whole thing’s outlined.

Cindy Z (07:28)
That’s such a good I have one. Whenever I go to NAB or any trade show or any event, I have a little marketing automation set up to where if I run into you, and Chris, this has happened with you and Neil and oh my gosh, so many of you, Alan, Adam. If I see you at NAB, as I’m walking away on my phone, I go to my marketing automation, just my little app on my phone, and I click a button that says, Great to see you at the show. Thirty minutes later, you’ll get an email that said, Hey, Chris, great to see you at the show. A picture of me at NAB because I prepped It’s great. Then that does a bunch of things. One, I remember to at least follow up with you and just say, And if there’s something special we’re going to talk about, I’ll call you or whatever the thing is, maybe have some helpful links in there. But also, total cheat sheet for me when I get home I now just have a whole list of people I sent that email to, which is my list of people I saw at the show.

Cindy Z (08:37)
I can just bring that up and be like, Oh, here’s everybody I saw at the show. And now know who I want to follow up with. I don’t even know how many hours to attribute that to or to attribute that to that because that’s so many hours. If I sit there and email each person, which I still may email each person later with something specific, but that first touch, that first follow-up, massive time savings. I feel like I’m going to give that two hours for at least the day I’m at a show because if I’m sitting there following up with people at night after the show, that’s a lot of work. I used to do that by hand. Every night, go back to my room and do the quick follow-ups I promised. That’s one I wanted to share.

Chris (09:22)
Another good one. I was thinking about that. That made me think about social media.

Cindy Z (09:27)
Okay.

Chris (09:30)
Social media is great and it’s horrible, but one of the things is now there’s so many platforms, especially if you’re doing multiple platforms, it can become tedious if you have to go back and forth. But there are those tools that… And going to a trade show in advance, you can set up what your posts are going to be well in advance of the show. You can still do things live, but have some stuff that’s pre and not have to worry about it while you’re at the show.

Cindy Z (10:04)
Combination of pre-programmed and at the show. I love that.

Chris (10:09)
Well, I’ve personally done that for clients where I’m going to go to the show and How am I going to get all this done? I said, Oh, well, let’s just set up these five of two a day already set up before I even go to the show.

Cindy Z (10:22)
Yes, that is such a good one. And related, if I can jump off from that one, There’s one that we sometimes do with clients where we say, get a cup of coffee in an hour and a half. We’re going to set up all your posts for a year. But it’s the same idea. You’re going to set up posts. You still interject live stuff and different things like that. But we use a tool that goes out and looks at your website and grabs all the content off of there and makes posts and grabs the graphics. Then you sit there and… Actually, you can run this as a free tool. It’s my marketing list as well. You can run it for free. Then you just go through and go, Yeah, that graphic’s good. I love everything you did. Click, and it lays it out for the whole year. I kid you not. Or you can go in and edit, I didn’t like that one. I’m going to change the wording or pick a different graphic, and you can do your whole social post. I think there’s somebody on here. Joe, are you on here? I know we’ve done that.

Cindy Z (11:26)
Anyways. Yeah, I’m here. Okay. Hey, so many Joes. Hi, Joseph. Yes. That’s a good one, and it goes along with what you’re saying as well, Chris. Did anybody get a text from me just now? For some of you who I had your mobile numbers for, you might have gotten a text from me just now saying, Here’s the link to the list that we just talked about. If you go to cindystools. Com, cindystools. Com, there’s a list there. It’s not the end-all be It’s just a bunch of the ones that we use every day, including the social post tool I just mentioned is on there as well.

Speaker 3 (12:08)
Can I jump into this kitchen part, please? Oh, please. And Cindy. Just something And this occurred to me because this is all about saving time. Everything you’ve said so far is absolutely right. And I’ve experienced some of these pieces of fantastic tech myself, and it does indeed save time. However, That graph you showed at the beginning, Chris, was staggering. There’s 13,000 plus apps to choose from, and in so many sections, that the The rather mischievous devil’s advocate in me says you could spend five years looking through them all. Is there any tips for how to get to the apps that are most going to do what you want them to do in each of those sections? That’s my question. Who wants it?

Cindy Z (13:09)
I can go for it, but I was thinking it’s going with you, Chris, but whatever you like.

Chris (13:13)
No, go for it. I’ll jump in after. Go.

Cindy Z (13:17)
Okay. I look at what do I do every day or on a regular basis, and is there a way I can do it faster and more efficiently? So our team, we do an efficiency meeting every week with the group to talk about what are we doing better? I’m thinking that Paretto principle, that 80/20. What are the things that I can do if I can solve 80% of the issue? Like that, Hey, I need to send a quick text to everybody who’s on this to give them that link. I don’t want to do that one by one. I’d like to do it in a systematic way. Looking at those tasks that I can do and then find a tool. I don’t know if that’s just too simple of an answer.

Speaker 3 (13:56)
Cindy, I was just wondering, is there a lead table of which… Are these apps reviewed anywhere? Where can I go?

Cindy Z (14:04)
Oh, D2 or something. Yeah.

Speaker 3 (14:06)
This app in our test, independent test, came out the best for this. Yeah, I mean, what I There’s so many of them out there. That was my question.

Chris (14:17)
Yeah, well, it is. It’s daunting when you look at it. But what I do is ask other people in marketing first and say, Hey, have you run into this problem? Totally. What’s Then after that, I just Google it and try and get really specific about what I’m looking for. Most of the major players have some solution. I’m a big ZOHO fan myself, so I was going to see what ZOHO got for this and see if it works because they’re usually pretty simple. We’re not plugging any specific products here, but I tried ZOHO social years ago and I thought it was brilliant because it really Really simple. That’s how I first started scheduling posts across multiple platforms on social.

Cindy Z (15:10)
Yeah. Ask a friend. G2 website, though, they say it’s all independent. A lot of software companies will like, Hey, if you leave us a review on G2, we’re going to give you an Amazon gift card. So I’m like, take that with a grain of salt. But G2 is a good source. I’m with you, though, Chris. I’m going to ask my friends who do stuff similar to me and try it.

Chris (15:32)
Yeah. Usually, every time I have a conversation with Cindy, I find some tool I didn’t even know I needed, and I go, Oh, wow, this is so cool. A lot of it is about just having conversations with other people in the business.

Cindy Z (15:48)
I have a book, 7 Marketing Basics, and sometimes people are like, Oh, that’s really cool. I’d love to get your book. That’s great. I have a little thing set up where if you text the word 7 to my phone number, it automatically sends the book to the person, a chapter of it, and then where to get it. That’s another one where I’d constantly be writing it down or I have to hand them a business card. That’s a thing that over and over happens. I was looking for what’s happening over and over. And then I guess Neil, I asked my friends, What would you do? And then get ideas, then pick one of those and try it.

Speaker 3 (16:25)
I have one more. I’m going to be thrown out of the kitchen soon, I promise. I’ve got- This is what we want. We want people to have a- I’ve got, yes. I mean, this is an invitation to all of our guests here. Barge on into the kitchen. Chris and Cindy can want your questions and interactions. Yeah. My other question is that you’re using one particular piece of tech and it’s working, but you feel it needs a little bit more. How easy have you found to transition to an upgrade or transition to a new piece of Martech?

Cindy Z (17:09)
How easy is it or how easy is it to decide to do it? I think the decision is the big thing. Doing it is not the thing.

Speaker 3 (17:16)
When you make a decision, it’s fine. But are they always in competitions? They make it difficult to transition. It’s like changing utility provider or something. I just wondered if there were… Maybe That’s, again, a conversation you need to have with people who you work with or whose opinion you respect, I guess. But it was just a question that occurred to me.

Cindy Z (17:41)
I guess when I’m switching to something and we’re always trying out different things and then maybe moving stuff to another platform. I don’t want to move for the sake of moving. I want to move for the sake of efficiency. But we use a couple of different marketing automation tools, and while we can use a bunch of them, we try to narrow it to two, mostly. Then when I’m moving to a new one, I guess I pick a use case where I know how it works really well and take that one nugget and move it over to the new thing and get that really solid and then grow from there. Does that make sense at all?

Speaker 3 (18:19)
Yeah, it does. Absolutely.

Chris (18:20)
Well, the other thing, because we’re on the agency side, we often have to accommodate clients. So We have seen multiple project management systems because we have to use what the client picks in some cases. That gives us a viewpoint of all these that we’re using, what would work best for us if That’s true.

Cindy Z (18:48)
Alan, you just said you switched. You can jump on camera if you want. Yeah, jump on. Or whatever you want. You don’t have to either. I didn’t mean to call you out. You just said you switched platforms.

Speaker 4 (18:59)
No, Well, that’s fine. Can you hear me okay? Yeah. New laptop, so I’m learning. To be honest, we switched email automation. If we were further into it and deeper into it, it would have been an absolute long, drawn out, phased in approach to doing it because that’s at the core of what we do. And because we weren’t too far into what we had, Honestly, it took like an afternoon to switch over. Cindy, we switched mostly because of on the efficiency side, what we were switching to was closely aligned to what our need is right now. And what we had was very good if we were farther along into integration and needing more breadth of tools across the spectrum of what’s attached to your email automation or marketing automation. So anyway, I think that whole integration, migration is really dependent upon how motivated you are to achieve the end result because that’s where you’re going to get it, get the benefit. Because I’ve run into situations where, Hey, we got this great tool. We’ve got a two-week free trial, but it’s going to take you three weeks to set it up so that it really is a benefit.

Speaker 4 (20:37)
And so that’s not very helpful. Thank you very much. But I’ve seen a lot of these tools of late, and I really am in alignment with the discussion of what are you trying to accomplish? The old start with the end in mind. And that’s really the end game here.

Chris (20:59)
I was I’m just going to throw in something real quick. Well, go ahead, Chris. Because you said, I’ve always gotten frustrated with these two-week trials. You can’t possibly get a good sense of these things in two weeks because you’ve got a real job going on while you’re trying to test it as well. I found that most of these companies, you just call them up and say, I need a month or I need two months, and they’ll just let you have it.

Cindy Z (21:22)
Smart. That’s a good idea to just ask for a longer one.

Chris (21:26)
Yeah.

Cindy Z (21:27)
Alan, I liked what you said about the end in mind. For me, the end in mind in the big picture is I want to start a sales conversation and I want something personal to happen. I want an interaction between people on a sales conversation. It might feel like using a tool is the opposite of that, but I don’t think it is. I think using ways to automatically connect with people on LinkedIn or automatically start a conversation with people on LinkedIn is a great tool because the human can pick up partway through the the process. I think when I’m looking at most tools, or it depends on the use case, but a lot of tools I’m looking at, does this help me start a sales conversation or does this help my client start a sales conversation with somebody? If it does, I’m going to pursue it. If it doesn’t, I might not, unless it’s more of a systems process a thing.

Speaker 4 (22:21)
That’s exactly it. I would say that, remember, For me, why do these tools exist? The tools exist because companies, especially the senior management, especially the finance department of these companies, are looking for ways to become more efficient themselves. And one of the ways to do that is to fire all the marketing people and use tools. And okay, that’s an exaggeration. I get it.

Cindy Z (22:58)
Or not in some cases.

Speaker 4 (22:59)
You have to keep in mind, that’s why this reporting question, I think, is very, very important. How do we make it, accomplish that?

Speaker 3 (23:08)
That’s right.

Cindy Z (23:09)
Tiffany is supposed to be a great question. I know we’re at 20 minutes. We’re past 20 minutes, Chris. It’s up to you. Do you want to go to the rooms or what are you thinking?

Chris (23:17)
I think we answer a few more questions here. I think we do.

Speaker 3 (23:21)
We answered Tiffany’s- Tiffany’s question.

Chris (23:24)
Tiffany’s question is great. Reporting on marketing performance has become more important than ever. Is there a reporting tool you would recommend? I would say I’m in search of a really good reporting tool that would bring it all together because we’ve got multiple things we use. Cindy, do you have?

Cindy Z (23:44)
Well, We do a KPIs report for clients, and I like to think about what is it they care about, and then that defines what tool we use, if that makes sense. So generally, back to We’re just trying to start a sales conversation. So it may be as simple as we’re reporting how many people signed up for a webinar, how many people booked a meeting, how many people downloaded a white paper. And so if we’re looking at ways to start a sales conversation, I find that the client, a lot of times, if it’s more than about five key performance indicators or five things they’re checking on, it doesn’t always get read. Sometimes we’ll have this big long KPI report, and really, they just want a snapshot of the top things. I the tool based on what do they actually care about. Sometimes the clients will say, I want everything, but it’s not actually true. I don’t have a great answer about this is the one tool because it depends on what we’re doing for them.

Speaker 3 (24:50)
That’s great. Chris, Cindy, what I think we’ll do, because you’re right, Cindy, we have come up to the 20 minute mark is- Almost 30. Almost That’s 30. I mean, we’re coming to the marketing kitchen and time just goes up with the steam, doesn’t it? So what I think we’ll do here is we’ll stop the official recording in a second, end this. But please, everybody, Do stick around. Chris and Cindy will be here, and we can continue the conversation on the live platform here. I wanted to thank Chris and Cindy for this the formal bit of the conversation. And also to remind I’ll tell you that we have another Marketing Kitchen next week on the 14th, Thursday the 14th, and we’re going to be looking at Trade Show Boos, Do’s and Don’ts. We’ll come up with a catchier title, but that’s essentially what we’ll be aiming at. Just one thing to note, though, any of the audience in the UK and Europe, the clock’s changing the US this weekend, but not this side of the pond. So it’s going to be an hour earlier in the UK and Europe for the next three weeks of marketing kitchens, folks.

Speaker 3 (26:06)
Same time for the US. But until next time, thank you all very much indeed for joining. Please stick around, continue the conversations, and see you next time in the marketing kitchen. Thanks very much.

Chris (26:22)
Bye.