Finding Market Fit: Marketing Leaders in Tech The modern Martech Stack across B2C and B2B, through various company phases | Austin Hay (Ramp, mParticle, Runway)
Austin is the Head of Marketing Technology at Ramp. He was an early employee at Branch metrics and eventually built a consulting company where he worked with companies like Walmart, AirBnB, Postmates and JPMorgan on their Martech initiatives. He sold that company to mPartcle and consequently became their Executive Vice President.
In this episode, we go through:
- The evolution of Martech
- The core components of a Martech Stack
- Differences between a B2C and a B2B stack
- How to approach Martech through different stages
- Ideal org structures and profiles
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Where to find Austin
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Things we discuss:
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Where to find Patrick
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(2:46) The evolution of Martech and it's main phases
(6:05) The core components of a Martech stack
(10:09) How the core value prop of a CDP has changed and the newer solutions of modern stacks
(14:45) What an ETL can do in lieu of a CDP
(18:31) Identifying problems before figuring out the right tools
(18:58) Tooling through various company stages
(21:16) Going deeper into company stages and investments that need to be made as companies grow and scale
(25:00) Ownership especially across product, engineering, and marketing
(26:26) The differences between a B2C and a B2B stack
(28:57) The complexities of a B2B stack which also encapsulates B2C motions
(31:50) Using a CDP for real time data change access as opposed to using ETLs
(33:50) Slicing tool sets between pre and post conversion motions
(36:40) Org structure and Martech owners in B2C and B2B orgs
(40:21) The ideal profile of a person leading or in Martech
(43:23) Where to find Austin!