For most of us in B2B, the marketing automation platform - aka "MAP" - is the anchoring piece of technology in the martech stack.

When I was first buying a MAP, there were way more options than today, but generally they all bundled a few core features together — sending emails, segmenting audiences, and creating workflows.

But is there a reason why you need to do your lifecycle processing in the same tool that you send emails with? What does a Martech stack look like where these roles are distributed differently?

Today's guest has answered that question and built an elegant and high-performing composable stack.

Thanks to Our Sponsor

Many thanks to the sponsor of this episode - Knak.

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You set the brand guidelines and then give your users a building experience that’s slick, modern and beautiful. When they’re done, everything goes to your MAP at the push of a button.

What's more, it supports global teams, approval workflows, and it’s got your integrations. Click the link below to get a special offer just for my listeners.

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About Today's Guest

Niels Fogt is Sr. Director, Automation Solutions at tray.io. He's led and participated in a wide variety of initiatives within growth and marketing. Strong technical acumen. UX roots.

https://www.linkedin.com/in/uxstrategist/

Key Topics

• [00:00] - Introduction
• [02:31] - Niels’ journey as a martech architect
• [06:06] - Challenges with the traditional martech stack
• [09:13] - Developer mindsets and service-oriented architecture
• [12:10] - Applying automation capabilities across the organization
• [14:09] - Components of Tray’s martech stack
• [15:02] - The role of a customer journey tool
• [16:07] - Centralized lead processing in Tray
• [17:23] - Event collection
• [19:09] - Streaming events into automation tool vs. data warehouse
• [22:21] - Native vs. custom integrations
• [29:15] - Benefits of having a workflow layer in Tray vs. in a MAP
• [32:02] - Economics of using an iPaaS as a workflow layer
• [34:50] - Composable martech stacks
• [39:03] - Skillsets needed to operate a composable stack
• [40:01] - Future capabilities
• [41:25] - Relationship to business stakeholders

Resource Links

• Why low code is the future of lead management (and RevOps)
• Introduction to the lead processing pipeline on Tray.io
• Open source RevOps: Taking a closer look at the first few steps of the lead processing pipeline

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