AMA: Iterable Sr. Director, Marketing Operations & Digital Marketing, Mike Braund on Tech Stack

Most tools in our stack have direct integrations with our CRM. We do use a composable architecture as well where all of our core system's data are extracted into a cloud data warehouse and we layer on on rETL tool to move that data including CRM data into our tools that don't have direct CRM integrations. Run times can create limitations on workflows but generally as a B2B company most of our use cases are ok in limited run time models. We do at times use that workflow for tools that do have CRM ...Read More

We use what I think is a pretty standard measurement frame work. We track both the offer (thing being promoted) and the channels that get you to the offer. UTMs are the key to tracking the channel information. We use CRM campaigns to track conversions and engagements with the offers we promote, like events or content. The answer from there can get lengthy, and depends on the things you specifically want to be able to measure. Some examples for us on the CRM side are to track the original channel ...Read More

We partner closely with our legal, security and IT teams in reviewing the tools we bring into our stack, and stay in conversation around key configuration points that can introduce risk. Those teams also manage a stack and tools to support compliance with regulations like how our data is managed. The most visible are typically on the website and in email. We use Ketch for cooking compliance management, Iterable for email compliance, and our security team uses Datagrail to help with some of the c ...Read More

Like many I'd say it's data related areas of our stack. We continue to focus on targeting capabilities. That connects to two workflow for us. Continuing to procure data points to improve how we identify our ideal customers (ICP). Then enriching these data points in places we can use them for internal and external workflows. Being able to use this improved account targeting across the suite of channels we use. We're experimenting with some options that say they can help with this use case, but do ...Read More

Some places to look for tooling for growth are Start with web tracking - we use Google Analytics Organic search results and keyword tracking - we've used Google Search console, and SEMRush but there are several out there For AI / discoverability we're reviewing Profound but can be more pricey depending on budget available Data sync - we use fivetran for extraction, and HighTouch for rETL Dashboarding - I spent a long time working at Tableau so am biased there, Google data studio is a solid optio ...Read More

I work at Iterable, so we use Iterable. We have a range of programs to support the life cycle. Here are a few: prospect nurturing with the goal of moving people in the nurture into a sales conversion active deal support with assets and material to support the conversation the rep is having to impact velocity and win rates event and webinar promotions to drive registrations to support the goals of those programs which range from pipeline influence to thought leadership engagement with our target ...Read More

AI is getting sprinkled in a lot of places now, so we definitely have use cases in action. AI email for outbounding is a focus area right now. We've had moderate success, but the features are progressing quickly and think it's worth continued work to scale out our teams from getting into discovery calls to driving registrations, and inbound follow up. Our web chat client is an AI agent trained on the Iterable brand, and knows how to identify target accounts to engage in conversations. This is ve ...Read More

Iterable (what would be our automation tool in this case) is primarily used for us after lead capture, so extending the answer outside to other areas of our stack. Iterable does offer several cool features though including AI building out journeys/campaigns for you, the segmentation capabilities and experience are very slick and allow for specific targeting that can help your programs be successful. Web chat is an area we've been focused to convert web traffic. Getting partnership from your BDR/ ...Read More