AMP197: Building a Better Martech Stack By Understanding Data and the Science of Behavioral Change With Sean Doyle From FitzMartin
Does adding new martech tools always tackle problems and challenges for marketers? What matters most is finding the best technology solutions to solve the right problems at the right times for you, your team, and your organization.
Today’s guest is Sean Doyle, co-founder, principal, and director of strategy at FitzMartin. Sean applies the science of behavior change to the art of sales and marketing. Rather than only choosing to make decisions based on thoughts and emotions, choose to use the power of data.
Some of the highlights of the show include:
Reason Behind Sean’s Book: Change how B2B marketers are respected or not FitzMartin: Modern marketing/sales that demonstrates ability to provide products Point of View: Comes from behavioral science—how people change Changing for Good: Book on transtheoretical theory of behavioral science Firings/Failures: Focus framework on capital and commitment to measurement Martech: Why it continues to expand? Measurable and customer-focused Vanity Metrics: Meaningful when understood by peers, clients, or customers Problem: Takes talent to read data, view analytics, and communicate effectively Martech Behavioral Science Categories: Demand generation Sales enablement Customer success Simplify Scale: Ease of use wins over powerful and sophisticated martech Sales Barrier/Gap Analysis: Audit of all sales and marketing efforts Subjective Theory of Value: Three ways people buy Revenue gain Cost reduction Emotional and strategic contribution
Links:
Sean Doyle’s Email Shift: 19 Practical, Business-driven Ideas for an Executive in Charge of Marketing but not Trained for the Task by Sean M. Doyle FitzMartin Sean Doyle on LinkedIn Changing for Good by James O. Prochaska, John Norcross, and Carlo DiClemente Web Analytics by Avinash Kaushik Google Ads HubSpot AdRoll Ignitium Salesforce Ben Sailer on LinkedIn CoSchedule
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