@sjmoody

Applying Microservices Design to the

Martech Stack: Lessons Learned

linkedin.com/in/stevenmoodyMedium:@sjmoodyTwi8er:@sjmoody

@sjmoody

• 2008: Marketo implementation • 2010: Launch agency • 2012: Hubspot implementation • 2014: Develop growth tools for both

platforms • 2016: Implement Microservices

architecture

Martech and Me

@sjmoody

What(marke+ngtech)doyoubelieveinthatfewotherpeopledo?”-PeterThiel

@sjmoody

Why Microservices?

@sjmoody

• Flexible, independently deployable apps • Apps communicate over network to increase pipeline • Platform-agnostic protocols • Apps should be lightweight •  Independently deployable • Emergent architecture

What Makes It Microservices?

@sjmoody

“59% of companies do not fully use the technology they have available.” – Ascend2 Report

YAGNI: You Aren’t Gonna Need It

@sjmoody

Any organization that designs a system will inevitably produce a design whose structure is a copy of the organization’s communication structure.”

Conway’s Law

@sjmoody

Microservices Architecture

Database/Workflows

Email

Landingpages

Social

Blog

CRM

Analy+cs

Predic+ve

Website

Display

@sjmoody

Is it Robust?

12,000,000

1,800,000

104,437

19,000

13,967

12,919

- 2,000,000 4,000,000 6,000,000 8,000,000 10,000,000 12,000,000 14,000,000

Mailchimp

AWS

Salesforce

Hubspot

Adobe

Marketo

Es;matedcustomers

Es+matedcustomers

@sjmoody

Will it integrate?

@sjmoody

Why Now?

@sjmoody

Why Now? Speed

@sjmoody

Why Now? Speed

@sjmoody

“Over time, all marketing strategies result in sh*tty clickthrough rates.”

-Andrew Chen

@sjmoody

85%ofmarketersare“selftaught”

Why Now? Myopia

@sjmoody

Why Now? Myopia

85%ofmarketersare“selftaught”

“The future is not google-able”

-WilliamGibson

@sjmoody

“It starts with the product first… that is where the benefit comes in of it selling itself. - Kelly Watkins

Why Now? Product-led Growth Compounds

@sjmoody

Why Now? Product-led Growth Compounds

@sjmoody

2008: “handcuff pricing: build a walled garden and push upsells on renewals.” 2016: “utility pricing: encourage more product usage.”

Why Now? Product-led Growth Compounds

@sjmoody

Implementation

@sjmoody

Apples to Apples comparison Marketo Hubspot Microservices

Easytomakeassets y y y

Responsivetemplates y y y

A/Btes+ng y y y

Predic+vescoring y y y

SmartDashboards y y y

Pipelinemanagement y y y

Op+mizedpagespeed n y y

Integratedblogopt-ins n y y

Visualworkflows n n y

Replyratetracking n n y

Sendemailsby+mezone n n y

@sjmoody

The Stack

@sjmoody

The Migration

2000

100 550

500

1000

1500

2000

2500

2008 2013 2016

Hoursrequiredtoimplementstack

@sjmoody

The Migration

#ofassets Hoursperasset Totalhours

Planning - - 14

Landingpages 10 1 10

Emails 10 0.5 5

Workflows 5 1 5

Lists 4 0.25 1

Keyblogposts 20 1 20

@sjmoody

Lessons Learned

•  Managed account vs Developer interactions •  Robust features vs robust integrations •  Taxonomies •  Risk of acqu-ihires •  Segment = low risk trial

@sjmoody

What(marke+ngtech)doyoubelieveinthatfewotherpeopledo?”-PeterThiel

@sjmoody

Thank You!

www.martechconf.com