Components of a B2B or B2C MarTech Stack

If you’re building a basic B2B or B2C MarTechstack then here’s a look at some of the components of a marketing stack.

Marketing automation

There are a plethora of marketing automation tools out there, and we at BlueOshan recommend HubSpot. HubSpot comes with a variety of different pricing packages based on the scale of your business and the kind of solution you’re looking for. HubSpot also integrates with a variety of widgets and other software in the market, making it a good contender for a marketing automation pick for your B2B or B2C martech stack.

Social media automation

Created in 2008, Hootsuite is a personal favourite social media automation tool of mine. Hootsuite also has a freemium model which is actually quite nice. Sprout Social is a huge fan favourite over at r/socialmedia. To be honest there are plenty of social media automation tools out there for you to add to your B2B or B2C martech stack. Whatever you do finally pick, make sure it plays well with your marketing automation tool.

Content management system

From WordPress to Drupal to Joomla, there are plenty of CMS to pick off the shelf. Your website is extremely important to your martech stack, so you need to be able to add or delete pages with ease. Having an easy to use content delivery system is vital for you to keep your content fresh. It will even benefit your inbound marketing efforts so choose wisely!

Advertising Technology

Google AdWords is a popular advertising service. In fact a lot of contenders of the Stackies 2018 had Google AdWords in their martech stacks. The right advertising campaign or goals will promote your business and so using the right advertising technology is important for your martech stack.

Customer relationship management

CRM plays a very important role in your martech stack. CRM will help you nurture leads that are on the top of the funnel, and also help you track behaviour and give you useful insights into your customer’s behavior. Since we have already recommended HubSpot for the marketing automation tool, you can add HubSpot CRM to your stack as well. HubSpot CRM is completely free to use, and will work well with your martech stack.

Email Marketing

Sending personalized emails to your leads and customers works wonders. Freemium email marketing software like MailChimp and Constant Contact are great for small businesses. Some marketing automation tools like HubSpot come with an email marketing suite that can do exactly what we are suggesting. Nurturing your leads and customers via email has proven to be quite successful and can be pivotal for your marketing efforts.

Data analytics tools

Although I have put this under a separate sub heading, most of the tools that we have mentioned above come with a dashboard experience that allow you to track various analytics. One of the most popularly used analytics tools by companies in their martech stacks is Google Analytics. You could even experiment with building a custom dashboard, with analytics widgets from all your tools in your martech stack.

The Four Factors That Control Your Managerial Effectiveness

In deciding what makes an effective manager, there are four main factors to consider and not all of them are directly controlled by the manager concerned. They are, YOU, YOUR JOB, THE PEOPLE YOU WORK WITH and YOUR ORGANISATION.

You

You bring your own knowledge, skills, abilities, talents and experience to the job you do as manager and these things will have an impact on how effective you can be in your role. Managers with greater experience can often remember the mistakes they made as a newbie and so appreciate how their now-seasoned skills can improve their job performance.

Your job

The actual position you hold and the work you do in its duties and responsibilities will affect your ability to be an effective manager, since it may be either a good or bad match for your skills and abilities.

The people you work with

Other employees have a major influence on managerial effectiveness. People are important if a manager wishes to achieve the work he/she needs to do. To a certain extent, effectiveness is measured by how well the manager concerned is able to motivate people and coordinate their efforts to achieve best performance. However, in many settings, a more realistic appraisal of management work is that managers are dependent upon their employees to get work done, so effectiveness will be determined by the skills, abilities and willingness of those people.

Your organisation

Organisational structure and where you are within it will affect the amount of authority you can wield and the responsibilities you are expected to be able to handle. It can also specify limits to what is achievable. Also, your organisation’s corporate culture, with its unwritten norms of conduct and methods of working, will influence your ability to be an effective manager.

So it is not enough to simply improve your knowledge of management techniques to improve your effectiveness. These techniques must be tempered by an understanding of these four factors in order to become practically useful in the corporate workplace.

Kerala Jackpot

Lottery is a form of gambling. Kerala State Lottery was started in the year 1967. The initiative was taken by the then State Finance Minister Sri. P.K. Kunhu. During that period Kerala was suffering from acute unemployment. The number of unemployed youth at the beginning of the third five year plan was above 1.3 million1. The shift from agriculture to industrial and commercial activities, the craze for white collar jobs, the growth of service sector, insufficient increase in non tax revenue such as interest, dividend and profit, increased public expenditure etc. were the factors that led the finance minister to think of a supplementary source of income for the state.

Thus lottery was introduced mainly for reducing unemployment and to a certain extent for supporting the state revenue. Lotteries were conducted by private agencies at that time. Later private lotteries were banned. Today, only the state government conducts lottery. Rules and regulations for conducting lotteries have been framed and lotteries have become a common affair now. At present it gives employment to more than 3 lakh people and contributes, more than Rs. 10 crores a year to the state government by way of profit. Income tax deducted from the prize amount also comes to crores of rupees. Above all, large amount is lying with the state government as undistributed prize.

Started as a monthly programme Kerala State lottery is currently having on an average 5 draws a week. The first prize distributed in a draw has increased from Rs. 50000 to Rs. 1 crore and even more. Total sale of tickets has also increased from Rs.75 lakhs to Rs.125 crores a year. Thus it is felt that the lotteries play a significant role in the life of Kerala people.

But research scholars, academicians and policy makers have not attempted much on the subject. This research gap motivated the scholar to choose this topic. Research problem can be rigorously identified and conceptualised only after a detailed literature review.
A survey among 300 samples were made from the different regions – southern central and northern. The districts of Thiruvananthapuram, Thrissur and Kannur were selected at random for the purpose and 100 samples from each district were selected and studied to analyze the motives behind buying tickets and the extent of faith the public has in the Kerala State Lottery. A survey among 90 respondents was made from winners of large prize amounts to analyze the pattern of utilization of prize money.

A survey among 150 samples was also made from the sellers of tickets to analyze the income earned by them from this activity. The sample sizes were kept low because of the difficulties in getting the relevant group. The Director of Kerala State Lotteries, a few district lottery officers, a few very large and very small sellers of tickets, the President of Kerala Lottery Agents Association (KLAA) etc. were also contacted and interviewed for their opinions and attitudes about the Kerala State Lottery. Collected data were analysed using appropriate and relevant techniques.