Lenny's Podcast: Product | Growth | Career

The ultimate guide to Martech | Austin Hay (Reforge, Ramp, Runway)

Aug 13, 2023

01:24:37

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Austin Hay, Head of Marketing Technology at Ramp, discusses the role of a Martech person in driving growth through technology and tools. He explores the challenges of managing complexity, the advantages of buying third-party tools and building custom solutions, and the importance of scrutinizing contracts and costs as the business scales. He also touches on the evolution of the tool stack for Martech and growth, the challenges of obtaining new data for AI, multi-touch attribution in marketing, and qualities of an ideal candidate for a technical role.

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Quick takeaways

Marketing technologists play a crucial role in navigating complex ad landscapes and optimizing marketing strategies.

Martech is a cross-functional discipline that combines processes and systems from various disciplines to manage marketing operations.

B2B businesses face the challenge of managing complex integrations and designing future-proof systems to achieve effective attribution and optimize marketing strategies.

Collecting essential data from the start and setting up the right infrastructure allows for robust attribution analysis and effective campaign spend optimization.

Deep dives

The Rise of Complex Ad Networks and the Challenges for Marketers

The speaker discusses how ad networks have become more complex and sophisticated, making it harder for marketers to understand their spending. They emphasize the importance of making decisions with probabilistic data and finding other information to create models for specific audiences. This shift in the ad landscape has led to the need for marketing technologists who can navigate these complexities and optimize marketing strategies.

The Rise of Reverse ETL's and the Need for Data Activation

01:08

Setting up Proper Infrastructure for Effective Attribution - Keep the Detailed Data

00:44

The Golden Stack

01:25

The Importance of Tech Expertise on a Growth Team

00:59

Introduction

4min

Understanding MARTech: Processes, Systems, and Roles

2min

The Role of Martech in Driving Growth

25min

MarTech and Growth Tool Stack: B2C to B2B

9min

New Data for AI and Attribution Challenges

2min

Mixed-Meter Modeling and Multi-Touch Attribution in Marketing

15min

Qualities of an ideal candidate for a technical role

21min

The Golden Stack for B2C and B2B Businesses

6min

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Austin Hay is currently Head of Marketing Technology at Ramp and was previously the VP of Business Operations at Runway, the VP of Growth at mParticle, and the fourth employee at the unicorn Branch Metrics. In 2022 he sold his online course, the Marketing Technology Academy, to Reforge, where he now teaches Martech and has a program launching in the fall. He’s consulted on Martech and growth for companies including Notion, Airbnb, Robinhood, Postmates, Walmart, JPMorgan Chase, and many others. In today’s podcast, we discuss:

• What exactly marketing technology is

• What a Martech person can do for your business

• When to hire a Martech person and what to look for

• Austin’s favorite tools

• Advice for doing attribution

• Frameworks on tooling, systems, and building vs. buying

• How to apply the concept of “thinking gray” to make better decisions in work and life

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Find the full transcript at: https://www.lennysnewsletter.com/p/the-ultimate-guide-to-martech-austin

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Where to find Austin Hay:

• LinkedIn: https://www.linkedin.com/in/austinahay/