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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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About the talk

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

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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Good afternoon, folks. I know if we have running a few minutes late. So, I don't want to essentially take a lot more of your time and then it into a lunch break. So, let's get started like been introduced. Me Aditya seal four. Factorial, and also, at the moment, handling, the city of function within Camilla be. There isn't a part of a $5000000 tech Mahindra group, what does technology mean to marketing? And has, actually the TxTag gone further away from the market is and become more, and more complex from a technology perspective that we are spending more time, managing the

stack, the other than actually managing a marketing strategies and plans. Right? So Let me go on to the first flight to how many of you recognize what this chart is all about? Any guesses. Exactly. So this is the chief marketing technology landscape the window landscape. So right from 2011, to 2018, 19, there has been an explosion of vendors in the market space. Do you know how many vendors are there today in Mattituck? Set the chief Mark a cat sleep, sounds 7000 Windows today in the marketing space, right across various different

categories. Like CD, please put lead, generation CRM Automation, and so on. And also, you will also find some of the windows are repeating themselves across the different categories, but that's still a huge landscape for you to actually understand and choose the right when do

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