Marketing Technology

I managed the tech stack for a company that was constantly growing, both organically and due to M&A. I was tasked with continually integrating and migrating new business units into the existing tech stack, training teams, and considering unique business cases that required creative solutions.

This required intense attention to detail, comprehensive auditing and information gathering, ensuring effective communication across various teams, project management skills, and the ability to distill complex, technical topics into easy-to-digest explanations.

Example: mapping properties and objects in HubSpot

Technology Process: Implement & Migrate

Key aspects of integrating and migrating new business units into the tech stack included:

Research best practices
Develop SOPs (Standard Operating Procedures)
Standardize information & processes, create templates when possible
Create a knowledgebase & resource library for readily-accessible information
Build automated, customized data reports and dashboards
Provide ongoing training in tech use and best practices to affected teams
Stay up to date on technology trends and changes
Continuously optimize, improve, and grow account technology, with a focus on reaching business goals
Monitor performance and troubleshoot issues – employ automation to encourage compliance

Additionally, I prepare a pitchdeck to outline the benefits and details of the technology upgrade. I use Google Analytics, Looker Studio, Domo, or another BI tool, to provide predictive and comparative data, including the return on investment and other relevant KPIs (AOV, ARPU, LTV). If relevant, I’ll focus on resource allocation and reducing personal time investment.

Automation & AI

Automation and AI are crucial for reducing inefficiencies, making best use of resources, and improving overall conversions/revenue.

Overview: HubSpot marketing automated workflow

Automated Sales & Marketing workflows

Example: Lead magnet

Instance: User email is captured via a lead generation source and routed into an automated workflow comprised of phone calls and emails designed to propel them further down the funnel and/or convert.

Steps to create an automated workflow (general):

Establish the cadence of communications
Determine stage of purchase process – top, middle or bottom of funnel
Establish activities within each action
Create messaging and resources designed to engage, inform, and ultimately entice user to convert — engaging further with the brand and/or progressing through the marketing funnel.
- Highly tailored to the funnel phase & channel. B2C: I generally use phases of awareness, interest, consideration, conversion. B2B/B2E: TOF, MOF, BOF
- Resources provided in automated emails include whitepapers, case studies, demo videos, free trials, testimonials, checklists, and more.
Include phone scripts for sales team, if applicable
Create automated reports to track performance (benchmarking upon launch)