Building a Next-Gen Composable Martech Stack – Niels Fogt

For most of us in B2B, the marketing automation platform – aka “MAP” – is the anchoring piece of technology in the martech stack.

When I was first buying a MAP, there were way more options than today, but generally they all bundled a few core features together — sending emails, segmenting audiences, and creating workflows.

But is there a reason why you need to do your lifecycle processing in the same tool that you send emails with? What does a Martech stack look like where these roles are distributed differently?

Today’s guest has answered that question and built an elegant and high-performing composable stack.

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*Thanks to Our Sponsor*

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*About Today’s Guest*

Niels Fogt is Sr. Director, Automation Solutions at tray.io. He’s led and participated in a wide variety of initiatives within growth and marketing. Strong technical acumen. UX roots.

https://www.linkedin.com/in/uxstrategist/

*Key Topics*

[00:00] – Introduction
[02:31] – Niels’ journey as a martech architect
[06:06] – Challenges with the traditional martech stack
[09:13] – Developer mindsets and service-oriented architecture
[12:10] – Applying automation capabilities across the organization
[14:09] – Components of Tray’s martech stack
[15:02] – The role of a customer journey tool
[16:07] – Centralized lead processing in Tray
[17:23] – Event collection
[19:09] – Streaming events into automation tool vs. data warehouse
[22:21] – Native vs. custom integrations
[29:15] – Benefits of having a workflow layer in Tray vs. in a MAP
[32:02] – Economics of using an iPaaS as a workflow layer
[34:50] – Composable martech stacks
[39:03] – Skillsets needed to operate a composable stack
[40:01] – Future capabilities
[41:25] – Relationship to business stakeholders

*Resource Links*

Why low code is the future of lead management (and RevOps) (https://tray.io/blog/future-lead-management-automation)

Introduction to the lead processing pipeline on Tray.io (https://tray.io/blog/processing-pipeline-introduction)

Open source RevOps: Taking a closer look at the first few steps of the lead processing pipeline (https://tray.io/blog/lowcode-lead-intake-validation-enrichment-creation)

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