How I Built This: Putting Together Your Marketing Tech Stack - - PowerPoint PPT Presentation

#HWengage

How I Built This: Putting Together Your Marketing Tech Stack

Moderator: Kevin Peranio, Chief Lending Officer, PRMG Panelists: Courtney Keating Chakarun, CMO, Roostify Brian Faux, Co-founder and CEO, Morty Brittany Whitmore, SVP of Marketing, First Guarantee Mortgage Corporation

Marketing Technology Stack

3 Reinvent Lending. Realize Dreams.

• 1. Vision: What is your end game?
• 2. Mission: What is critical to deliver?

Strategy

is your north star

4 Reinvent Lending. Realize Dreams.

MRM tools to

• rganize and

track workflows

Collaborat e

digital marketing to reach target customers

Attract

lifecycle marketing automation

Engage

reporting and analytics

Measure

Tech Stack

strategy 1st, tech 2nd

Vision: Connect people to financial services to realize their dreams. Mission: Elevate the brand, drive revenue

• Amply the value prop
• Win in digital (supercharged lead gen)
• Accelerated reporting and analytics

5 Reinvent Lending. Realize Dreams. 2019 PROPRIETARY AND CONFIDENTIAL

Tech Stack

keep in mind

• 1. Strategy 1st, technology 2nd
• 2. It is a journey – years, not months
• 3. Prioritize – deliberate investments
• 4. Roadmap is critical – many tools

depend on each other

• 5. Focus on KPIs – plethora of data that

is interesting, but does not drive decision making

6 Reinvent Lending. Realize Dreams.

• 1. Integration Resources
• 2. Existing Technology
• 3. $$$... Budget
• Partner early with stakeholders
• Communicate the strategy and value
• Clearly articulating the requirements
• Develop a phased approach
• Multi-year roadmap
• Find cross business utility
• Pilot and test
• Repeat and be resilient

Tech Stack

be resilient

Thank you to our Sponsors and Partners!

#HWengage