How I Built This: Putting Together Your Marketing Tech Stack - PowerPoint PPT Presentation

How I Built This: Putting Together Your Marketing Tech Stack Moderator: Kevin Peranio, Chief Lending Officer, PRMG Panelists: Courtney Keating Chakarun, CMO, Roostify Brian Faux, Co-founder and CEO, Morty Brittany Whitmore, SVP of Marketing, First Guarantee Mortgage Corporation #HWengage

Marketing Technology Stack

Strategy is your north star 1. Vision: What is your end game? 2. Mission: What is critical to deliver? Reinvent Lending. Realize Dreams. 3

Attract Engage Tech Stack digital marketing lifecycle strategy 1 st , tech 2 nd to reach target marketing customers automation Vision: Connect people to financial Collaborat services to realize their dreams. Measure e Mission: MRM tools to reporting and Elevate the brand, drive revenue organize and analytics • Amply the value prop track workflows • Win in digital (supercharged lead gen) • Accelerated reporting and analytics Reinvent Lending. Realize Dreams. 4

Tech Stack keep in mind 1. Strategy 1 st , technology 2 nd 2. It is a journey – years, not months 3. Prioritize – deliberate investments 4. Roadmap is critical – many tools depend on each other 5. Focus on KPIs – plethora of data that is interesting, but does not drive decision making Reinvent Lending. Realize Dreams. 2019 PROPRIETARY AND CONFIDENTIAL 5

Tech Stack • Partner early with stakeholders be resilient • Communicate the strategy and value • Clearly articulating the requirements 1. Integration Resources • Develop a phased approach • Multi-year roadmap 2. Existing Technology • Find cross business utility 3. $$$... Budget • Pilot and test • Repeat and be resilient Reinvent Lending. Realize Dreams. 6

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