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Is MarTech = Marketing vs.Technology?

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Aditya Dhruva
CEO at Factoreal
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Global Growth Marketing Conference 2019
December 10, 2019, San Francisco, USA
Global Growth Marketing Conference 2019
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Is MarTech = Marketing vs.Technology?
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About speaker

Aditya Dhruva
CEO at Factoreal

Aditya Dhruva is the CEO of Factoreal, and has 20+ years of rich industry & entrepreneurial experience across Telecom and Enterprise products. Prior to Factoreal, Aditya was the CTO of Comviva Technologies, a global leader in mobility solutions. Before this, he has held various positions at Cisco and Nokia (ex. Nokia Siemens Networks).Factoreal aims to simplify the marketing technology stack and bring affordable automation to all. Factoreal enables small and medium businesses to manage all of their marketing needs on a single platform so that they can focus more on getting things done than learning and managing multiple tools

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Many marketers find the MarTech landscape like a maze, confusing, and overly complicated. Technology is fast evolving and businesses are investing continuously in deploying, training and using the latest MarTech platforms so that they don’t feel left behind. This technology overdose has meant that marketers are spending more time learning tools and platforms than focusing on their core goals – attracting and retaining customers. In this session, Aditya Dhruva, CEO of Factoreal, will discuss how it makes sense to take a step back and "Keep Things Simple".

00:05 Introduction

01:00 Chief MarTech landscape

02:08 Where does the explosion of vendors come from?

03:12 Amount of time spent across various channels

04:00 Inability to measure digital performance and solution

05:17 Journey towards simplicity

06:10 Understand your customers

08:33 Simplify your marketing stack

12:55 Spend effort where it matters most

14:38 Automation

16:47 Conclusion

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Good afternoon folks. 00:04 I know it. 00:04 We are running a few minutes late, 00:06 so I don't want to essentially take up a 00:09 Lot more of your time and then eat into your lunch break so let's get started. 00:12 Like Ben introduced me Aditya. 00:12 CEO for factorial and also at the moment handling the CTO function within conviva, 00:20 which is essentially part of 5 billion dollars. 00:26

Check my Hendra group right so we're corporate incubated so today, 00:30 we will talk a little bit about. 00:34 What 00:34 does technology mean to marketing an has actually the tech stack gone further away from the marketeers and become more and more complex from a technology perspective, 00:36 that we're spending more time managing the stack. 00:47 Rather than actually managing our marketing strategies and plans. 00:50 Right so. 00:50 Let me want to. 00:56

First slide so how many of you recognize what this chart is all about? 00:56 Any guesses? 01:04 Exactly so this is the Chief Martech marketing technology landscape. 01:08 The vendor landscape is so right from 2011 to 2018-19. 01:14 1819 there has been an explosion of vendors in the martech space. do you know how many vendors are there today? 01:18 In Martech? 01:27

So the chief Martech actually counts 7000 vendors today in the marketing space right of course, 01:30 this spread across various different categories like CDPs 01:38 Lead generation CRM automation and so on, 01:43 and also you will also find some of the vendors are repeating themselves. 01:46 Across the different categories, but that's still a huge landscape for you to actually understand and choose the right vendor for you. 01:52

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