1/16/2017

Building Your Marketing Technology Stack Presenters:

Caitlin Lacher | Senior Marketing Coordinator | Postlethwaite & Netterville Catherine Seitz | Marketing Director | MiddletonRaines+Zapta | @SeitzCatherine Mishel Justesen | Marketing Technology Manager | Armanino | @nerdofdesign

Moderator:

Katie Tolin | President/Chief Growth Guide | CPA Growth Guides | @KatieTolin

Marketing & Tech Have Collided

The MarketingTech Landscape

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A Few Predictions

The worldwide spend for marketing software will grow by nearly 50% to $32.3 billion in 2018.

By 2017, the CMO will spend more on IT than the CIO. ~Gartner

~ IDC

Session Format  Three presenters  Each has 12 minutes to cover: • A little about the firm • The evolution of the firm’s martech stack • What systems work together • The investment needed

 Open discussion • Your questions answered

Let’s get started…

Caitlin Lacher

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WHERE WE STARTED

2009 FIRM SNAPSHOT • • • • •

7 office locations 25 partners 320 employees $32 Million in revenue Marketing department of 2 ½: o Marketing Manager o Marketing Coordinator o Marketing Intern (part-time)

2009 FIRM SNAPSHOT • Services: Traditional audit, accounting and tax services; Few specialty services including valuation and litigation support, technology infrastructure • Niches: no true defined industry niche areas

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2009 MARKETING SNAPSHOT • Marketing strategy consisted mainly of sponsorships, print advertising, a handful of tradeshows, and 2 in-person seminars • Early days of MyEmma (for email blasts), social media (Facebook, YouTube) • ~75 proposals • No sales pipeline, no CRM, no digital marketing

NO BUSINESS DEVELOPMENT CULTURE

WHERE WE ARE NOW

2016 FIRM SNAPSHOT • • • • •

9 office locations 44 partners 576 total employees $58 Million in revenue Marketing department of 4 ½: o Marketing Director o Senior Marketing  Coordinators (2) o Part‐time Senior Marketing  Coordinator o Marketing Administrative  Assistant

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2016 FIRM SNAPSHOT • Services: Robust consulting, technology service offerings • Niches: 8 defined industry niche groups (Financial Institutions, Government/Non-Profit, Healthcare, Higher Education, Industrial (Oil & Gas, Manufacturing), Insurance, Publicly-Traded, Start-ups) 13

2016 MARKETING SNAPSHOT • Marketing strategy focused on thought-leadership (speaking engagements, seminars & webinars, content) and growth of business development culture. • 150+ proposals

DEFINED FOCUS ON BUSINESS DEVELOPMENT CULTURE AND PARTICIPATION IN THE SALES PROCESS 14

MARKETING TECH STACK

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MARKETING TECH STACK

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MARKETING TECH MODELS 1. The Suite:

Time & Billing CRM Email/Marketing Automation Website Intranet Social Media Surveys Etc.

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MARKETING TECH MODELS 2. The Multi-Platform: CRM Time & Billing

Social Media Mgmt

Email/ Marketing Automation

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MARKETING TECH MODELS 3. The Bus: Time & Billing

CRM

Event Mgmt

Email/Mktg Automation

DATA WAREHOUSE

Website

Webinars

BD Enablement

Social Media Mgmt 19

MARKETING TECH MODELS 3. The Bus:

DATA WAREHOUSE

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SUPPORT With the exception of our time & billing system,

Marketing is the owner of all systems. • CRM (Salesforce): ~$30,000/year • Pounce: internally developed tool to empower doer-sellers • Other systems are free or low cost (<$100/month)

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WHAT’S NEXT?

2017 PRIORITIES • • • • •

New website Content marketing Online lead generation DATA! Continued BD culture development at all levels

Beyond 2017: • Social media • Proposal software

catherine seitz

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THE

Firm Overview MRZ EVOLUTION

Firm Overview BY THE  NUMBERS •2012 • 3 partners • 20 employees • 1 marketer • 1 location

•2017 • 9 partners • ~90 employees • 2.5 marketers • 4 locations

Firm Overview SERVICE OFFERINGS

BY THE 

•2012 • Tax • Audit

•2017 • Tax • Audit • Accounting & Advisory • Forensics, Valuation, & Lit Support • SKY Valuation • MRZ Financial

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Firm RESOURCES Overview

PRACTICE GROWTH 

2012 • 1 (transition to inbound) marketer, 1 BD person • HubSpot and Salesforce at ground zero • Focused on freemium and DIY

Firm Overview TRY BEFORE YOU BUY

FREEMIUM OPTIONS 

Firm RESOURCES Overview

PRACTICE GROWTH 

2017 • Practice Growth Team of 7 • Content based on industry and service • BD person for each office • Robust Salesforce reporting and pipeline • Full content marketing matrix • Budget: 9‐11% of revenue • Robust digital marketing services provider

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Firm SOLUTION STACK Overview

PRACTICE GROWTH 

FirmALWAYS Overview FOCUS ‐ PEOPLE

TECHNOLOGY

REPLICABLE, AUTOMATED PROCESSES

Firm Overview WHERE WE  SPEND

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Firm Overview 2017  SPEND •Brand update •Current client marketing •Cross‐selling •Comprehensive email marketing plan •Retargeting •Print advertising

Mishel Justesen

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© ArmaninoLLP | armaninoLLP.com

About Armanino

• Largest California-based CPA firm • Convenient Locations: San Ramon, San Jose, San Francisco, West Los Angeles, Downtown Los Angeles, Woodland Hills, San Diego, Portland and Naperville (Chicago Area) • Over 800 employees, 99 partners • Top 25 “Best of the Best” Managed Accounting Firms in the Nation • Top 100 Largest CPA Firms in the Nation (#24) • Ranked among the “Best Places to Work in San Francisco Bay Area and Los Angeles” • Top Management Consulting Firms in the Silicon Valley • Certified Green Business

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Services AUDIT SERVICES

• Financial Statements (Audit, Review) • Revenue Recognition Planning

•

Customization & Integration

•

Support & Training

DIVISIONS/AFFILIATIONS OF ARMANINO

• Intersect Capital

CFO ADVISORY

• SOC Reporting & Compliance • Benefit Plan Audits TAX SERVICES

• Corporate Tax Provision & Compliance • International Tax • Research & Development Credit Services • State & Local Tax • Corporate & Individual CONSULTING SERVICES Microsoft Dynamics

• AMF Media Group

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Technical Accounting Projects

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Business Intelligence

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Budgeting, Planning & Forecasting

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Executive Search Services

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SOX & Compliance Consulting

• The Brenner Group

OUTSOURCING

•

Accounting

•

Bookkeeping

•

Stock Option

• AX, GP, CRM Solutions • Implementation Services

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Recent Accolades

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How Our Purpose Drives The Armanino Experience

Our CORE VALUES

Our STRATEGIC ANCHORS

how we behave

how we will succeed

Our CORE PURPOSE

Wickedly Smart

Innovation

why we exist

We never stop challenging ourselves and each other to innovate, improve and move clients forward.

We are trailblazers and idea generators. We embrace change and are not afraid to take risks in order to serve our clients better.

To be the most

innovative and entrepreneurial firm that makes a

positive impact on the lives of our clients and people.

Positive Energy Our positive attitude and spirit is the force multiplier that clients experience when working with our people.

Empowered We encourage our people to follow their ideas and passions to ensure they can pursue ideas that benefit our clients.

Firm First

Entrepreneurialism We empower our people to share new ideas and help them build upon those ideas within the firm, which ultimately leads to better advancement for our clients.

Growth We help our clients grow, we pursue profitable growth for the firm to ensure longevity, and we help our people grow so they are an asset for our firm and the clients we serve.

We always put the firm’s best interests ahead of individual concern, which ensures our clients always receive solutions customized to their needs.

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Armanino’s MarTech Stack Our Story in 3 Chapters…

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Chapter 1: Functionality

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Chapter 2: Integration & Efficiency

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Chapter 3: Business Needs & MarTech Magic

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2017 MarTech Roadmap

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Goal: Play Nicely Together (in 2017)

NEW HUB MEMBER

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Goal: Play Nicely Together (in 2017)

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Investment

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People Power: MarTech Specific

• Marketing Partner

• Manager, Technology

• Marketing Director

• Manager, Analytics/Data

• Senior Manager, IC

• Manager, Content

• Senior Manager, Audit & Tax

• Marketing Specialist, Website

• Manager, Audit & Tax

• Marketing Specialist, Data

• Marketing Specialists, Audit &Tax (2)

• Traffic Controller

• Marketing Director, Consulting

• Incoming: Manager, Specialists (2)

• Manager, Consulting (2)

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People Power: Outsourced

SEM/SEO Partner Sitecore Developer Eloqua Developer QlikView Developer

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2016: 16% of Marketing Budget Technology Cost + Outsourcing People Cost (full-time): • Managers (2) • Specialists (2) • CRM Administrator

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2017: 22% of Marketing Budget Technology Cost + Outsourcing People Cost (full-time): • Managers (5) • Specialists (3)

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Discussion

Wrapping Up  Technology is… • Essential to marketing today • Applicable to all firms • Increasing emphasis on & improving ROI • Driving data as a strategy • Changing the way we spend marketing dollars • Evolving (and will continue to do so as you use it) • Becoming more integrated • Leading to the rise of the CMTO (Chief Marketing Technology Officer)

Thank You! Caitlin Lacher senior marketing coordinator Postlethwaite & Netterville [email protected]

Catherine Seitz marketing director MiddletonRaines+Zapata (MRZ) [email protected]

Mishel Justesen marketing technology manager Armanino LLP [email protected]

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