Mike Rizzo: All right, Adam, thank you for jumping on to do our favorite, the No Bullsh*t Demo. And this is actually take two for Stack Moxie, which is really cool. Uh, it’s been a little while since we did the original recording, and I know because I’m directly involved with supporting so many of the great community things that we’re doing at Stack Moxie, that the products come a long.

So it was high time that we do another No Bullsh*t Demo. So thank you for jumping on and you know, there’s a lot of people that know you already, just cuz you’ve been in the ecosystem a long time, you’re in the community contributing. But, uh, if you don’t mind, introduce yourself and then, um, let’s jump into the very first question, which is, you know, tell us a little bit about what the product does, why it exists.

Um, you know, what is Stack Moxie? So I’ll give it.

Adam New-Waterson: For sure. Um, yeah, I think we did our No Bullsh*t Demo in like 2021. And to think about the difference in the platform, the way we think about the platform, like since 2021 through today is, is definitely we’re in a different place that we were to two years ago or, or whatever when we first did this.

Um, uh, so I am Adam New-Waterson. I’m the Chief Product Officer of Stack Moxie. Just a little background about me. I, um, I grew up in marketing operations, so I started my professional career in marketing apps. I didn’t actually know I was doing MarketingOps, I was just doing it. And then I, um, turned that into, uh, the managing role into a CMO role.

Um, I was the CMO of Stack Moxie and then I took over the product engineering and customer success teams here at Stack Moxie. So it’s my job to create the next, uh, iteration of the product, make sure that the system is reliable and always up, and that our customers know how to use the product and are successful and grit tons of value out of it.

So I’m excited to be resharing with you, uh, what we’re doing here at Stack

Mike Rizzo: Moxie. That’s awesome, man. Thank you. Um, not a small feat to move from, from marketing into product and from what I’ve seen so far, it’s been well received and so excited for you to sort of unpack where Stack Moxie is now, uh, relative to where we were a little while ago, um, just a couple years ago in the last No Bullsh*t Demo.

So share with us high level your words. Maybe it’s marketing words. Who knows what is the product, what does it do? Why does it exist? Great.

Adam New-Waterson: I’m gonna, I’m gonna share my screen. I’m gonna walk through just a couple of slides at the beginning, their marketing slides, so my apologies for that. But I just think it’ll set a little additional context and, and have some, some framework for us.

So first and foremost, we say Stack Moxie is automated monitoring and QA for revenue operations. So those are things that we’re gonna accomplish during this, uh, demo. But if I just jump into it, Stack Moxie is the, the first end-to-end platform for monitoring your entire sales and marketing tech stack. And so what we do is, you know, any one of the companies that we all work with in order to get our jobs done, they are inherently interested in their platform working.

But they’re not inherently interested in their platform working together with everybody else in the most beautiful and seamless way. Eh, it, it’s not in their implicit interest to need that to happen, right? And so they’re kinda like, well, once you leave the walls of my product, It’s on you from there, right?

And so what Stack Moxie is doing is we’re sitting over the top of all of those, um, platforms, connections and integrations, and making sure that they work together in the way that, um, you expect them to for your particular businesses configuration. And that’s the hard part about all of this, to be totally honest.

It’s like, everybody’s company is a special little snowflake, and every instance of these tech stacks are set up different and all the custom fields that are required to make any one of these things work, et cetera. There needs to be a, just an open-ended flexibility to the way that Stack Moxie works, but then at the same time, be opinionated and prescriptive and help you get to your solutions faster than you would be able to on your own.

So, um, when we think about Stack Moxie in the kind of evolution of a particular marketing operations, um, Organization. We, we think about this like evolution from just chaos, where we don’t know what things are happening in the background of our, uh, solutions to understanding how our pieces fit together, so that if we make changes, we know what things are impacted to finally, uh, pass regression into observability to say, as I

put new things into the system, I know what to expect will come out the other end and I can prove whether or not those things are happening as expected. So this kind of evolution from, from chaos to regression to observability. And I know that I have, um, managed a lot of Marketo platforms and um, and assumed that I had great observability in my, in my tech platforms, but really under the hood it was actually chaos.

And, uh, while we had done a lot of great work in order to make sure that we knew. Um, yeah, I knew how our configurations were set up there. There are always so many edge cases or things that happen or changes that other people make that impact systems that, um, that I, I don’t think I was like really prepared for.

So, Um, just a little quote from, um, from a customer, 30% of leads not getting routed to the right rep, resulting in millions of dollars in missed opportunities. And so that, that’s really why Stack Moxie exists. We want to help you find the problems that exist in your, um, in your tech platforms as fast as possible.

And we want to shine a flashlight pinpoint accuracy where specifically, um, there’s a problem so that you know what to do, uh, and can do that quickly. So like starting to edge towards the, the demo. This is my last like kind of slide that I have, but here’s kind of what Stack Moxie is doing. We are creating synthetic data or test data, and we are pushing that data in through your website

via forms or landing pages that then flows into your marketing automation, your crm, other integrations, and we, we check from the synthetic data, does the stuff that we think are going to happen happen as expected? If it does, we log it, we monitor it, and if it doesn’t, we log, monitor and notify you about it.

So, uh, you don’t need to know if things are working as expected, but there needs to be a record in the system that the check happened and that everything is good, but you only need to know about if something goes wrong. So, um, this is at a high level what, uh, what Stack Moxie is doing. Do you wanna check out a demo

Mike Rizzo: of the platform?

I would love for you to share a demo of the platform. Like I, I remember years before we even did the No Bullsh*t Demo, the first time that MH and the team explained to me what Stack Moxie does. And I think my literal words are like, where has this been all my life? Um mm-hmm. Because like every one of us in the community at some point or another, gets that.

Emergency email now on Slack, maybe both places that’s like the leads aren’t flowing, or like, where are all my leads or whatever. And you don’t even know where to begin. You’re like, what? What are you even talking about? Right? Like what integration broke where, why, and how? Uh, and I think like that aha moment when I was like, oh, This can help me pinpoint I think that like, that that, what did you call it?

Like the spotlight with pinpoint accuracy, what’s going on? That really resonates with me. So super excited. Uh, would love for you to sort of do the demo and talk to us a little bit about like, you know, three key examples of like what actually stands out for marketing operations profess. For

Adam New-Waterson: sure. I’m gonna hit, I’m gonna hit the highlights as as we go through here, but when you first log into Stack Moxie, you see your reliability over the last particular time period.

So in this case, I’m looking at the last week, how have my campaigns across all the different things that I’m monitoring, how have they been running? And hey, if there’s a problem, I can zoom in to the specific challenges that exist and I can figure out where there’s a problem with something that I’ve set up within my stack so I can see, hey, there’s a problem with this particular test.

What’s the problem? I can go in and fix it. So the status dashboard is just a, it’s just a jumping off point for you to start going and doing new things. It also provides you a nice little summary of the way the system works so that you can see how’s my reliability over time. Um, we work with clients and, and a lot of our clients are, are starting to think about how do I measure the quality of my operations?

Not just am I getting things done, but am I doing things with excellence? Right? And so they’re, they’re turning to Stack Moxie to say, okay, I’m gonna, I’m gonna make a folder for my GDPR and my permissions processes. I’m gonna make a folder for my advertising operations. I’m gonna make a folder for my campaign operations for new webinars, whatever the case may be.

Um, and then I’m gonna, I’m gonna check that over time and I’m gonna make sure that like we’re doing consistent in quality operations and things continue to, to work over over time as expected. The whole way that we do this is okay. That’s my email, not what you wanna see. Uh, the only way that we do this is by connecting Stack Moxie to a variety of different platforms.

So, um, here you can see this particular demo that I’m in right now. It’s got connections to HubSpot, to Marketo, to Pardot. It doesn’t have an active connection, but it could, um, that HubSpot integration is to the CRM. It’s also to the marketing automation side of things. This is also connected to Dynamics and Salesforce, et cetera.

So in reality, somebody wouldn’t have all of these pieces cuz a lot of them are like overlapping, maps and CRMs and they wouldn’t have all of these pieces together. Otherwise, that’s quite a bloated stack. But, uh, but. Uh, definitely Stack Moxie can connect to, to each one of them and, and help our clients across all of those platforms.

Also, the sales loss and the outreaches. Um, and then there’s also, um, let me see if there are other things within here that we don’t have on this. There, there’s go to webinar on 24 and drift, of course, um, and more and more things all the time, uh, that, that we can and do add to the system. So when I think about, um, when I think about Stack Moxie,

everything starts with a scenario. So the first thing that, um, let me move Breeze past all of those templates we have in this crazy demo org, but when I, when I open up Stack Moxie, I’ve got a bunch of pre-built starters, and those are, those are things just to, to get your feet wet, get you started, get you, get you moving in the right direction, right?

Um, but like one of, one of those great starters is this checklist for Marketo. And so, when I open this up, I can see, hey, this checklist is checking a bunch of stuff within my Marketo instance. If I’ve got Marketo connected, it does even more If I get Salesforce connected, it does even more than that, right?

So, uh, maybe I can just stop here without any connection at all. But we still do a ton of stuff, even without a connection into your Marketo or your Salesforce instance. But if you do hook up those connections, then the power of the technology just gets more and more and more over time. So if I go, I drop in my website URL and stuff like that.

What pops out the other side is this fully, uh, completed checklist that goes through each of my like nine core competency areas of the configuration of my Marketo instance. I’ve got my SPF records, my DKIM am I on a block list? Do I have too much API usage? How long does it take to sync a lead from Marketo into Salesforce?

All of those things and all this complexity is irrelevant for you. You don’t need to know any of this stuff. You just need drop in your website URL and Stack Moxie does all the rest for you. This is an example of what a pre-built starter looks like. Let’s build one together from scratch just real quick and then we’ll jump into other areas of the product.

Okay. Again, this is way more things than a normal organization would have, but most people start off by going in a web, uh, browser, and they’re gonna fill out a form on a website. Most people are doing that as that kind of primary driver. What starts, oh, come on. Really? That’s something that we shouldn’t have in the system anymore, but, Well, I’ll check that out later on, why I got that funky little air message.

So it’s gonna start, it’s gonna go to, um, open up a web browser in the background. It’s gonna go to, uh, StackMoxie.com and scrape that website, and now we can go do a bunch of other things. So I scraped the website, I found the form on the website. I went ahead and automatically prefilled in all of the inputs that my synthetic data uses.

I can switch this out for an actual email address if I want to, but I can also just use the automated email, et cetera, and then continue along building other things. So maybe the next thing I wanna do is I want to check the email that I get from that. And so I wanna first check once I, once I fill out that demo request and I get my like, Hey, here’s your demo email.

I wanna say, okay. Yeah, let’s make sure that there are no broken links in that email. Let’s make sure that the email content, uh, let’s say the subject line does not contain the word template in it, or like, starting text or like whatever the thing is that you would want. Um, let’s see. We already checked our email links.

What about checking our email images? Let’s make sure that none of the images in the email come through broken. Um, then I could, let’s say jump over. Um, we talked about the Marketo, but this could be in HubSpot or in part Auto or in Equa, whatever the case may be. Um, I can jump in and I can check that new lead that just got created and see whether or not that lead that I just created in the system with that, uh, generic email address, I can check and say, Hey, does it have a sourced attached to that?

Um, do I know what the source is or do I just want it to be set? Okay, well, we’re just gonna make sure that there’s a source set on this lead, et cetera. Now I can hit save and run and that will go check that page, make sure it’s, uh, make sure that the league gets created. It’s in, uh, Marketo. I can check in Salesforce other places, um, whatever the case may be, and then I can run that scenario today.

And tomorrow and next week and next month, and that ongoing monitor is gonna let me know if any system changes happen that impact the results of this scenario. I’m gonna get an email about it immediately. I’m gonna have an alert on Slack. I can push that to Microsoft Teams. I can send that link out to somebody on my web op team or let somebody in my camp, in my agency or my consultants that I’m working with have them, get the results of this, or I can push it to pager duty.

There are so many options for notifications and alerts, et cetera. So I’m gonna pause there because that’s the, the bread and butter, what Stack Moxie does is, is we’ve run scenarios, got tests in QA and then go on to monitor what is going on within your tech. Questions there, Mike?

Mike Rizzo: No. Super, super helpful. I think, um, just for point of clarity, this can be scheduled it sounds like, to run, um, as frequently or as infrequently as I’d like it to.

Um, for sure. Sure. Got it. For sure.

Adam New-Waterson: You want a monthly, you want it every five minutes? We are here for it. Um, I

Mike Rizzo: think every five minutes is a little ridiculous. Some of

Adam New-Waterson: these down at the bottom, I’m like, Okay guys, we don’t really need that level of granularity, but um, yeah, our clients ask for stuff. And you know what?

My team delivers just time after time and people come to me and they’re like, Hey, I’ve got a whack of Doodle idea. I wanna be able to shoot a man to the moon using a drift bot. And I’m like, we’re here for it. How do we help you? How make that happen?

Mike Rizzo: I love it. Oh, okay. This, yeah, this is super helpful. I think, uh, the complexity or simplicity there, therefore, or therein of a test, right, or a monitor, uh, however you want to sort of phrase it, is, is whatever you want to make it.

Right. It was pretty evident for sure. You could, you could be looking at, uh, did the record get updated as I look on the right hand side there, right. Did it? Um, I just want to check to see if it had a very particular lead source. I think those are all, uh, perfectly valid reasons for a MarketingOps Pro to want to use a platform like this.

Right. Like I said, When I first heard about it, I was like, where has this been? You’re like, I don’t trust that. The records are always flowing through perfectly every time, and I think you hinted at it earlier, but you know, sometimes we’re not in control of the other systems, right? Mm-hmm. Um, there’s a very real possibility that your sales ops person or your CRM admin or someone else on another team bought another tool and integrated.

And it just, there’s a, there’s a trickle down effect. Something else broke, uh, pick list value was changed or removed or added. Um, and, and things break. And you know, as you said earlier, you’re, you’re always proud of what you architect, but there’s no guarantees that outside influences aren’t changing what you did and somehow impacting the business.

Adam New-Waterson: Yeah, for sure. One of, one of my buddies was, uh, anyways, he, he had in, in a large public company, somebody else just bought the Chili Piper, uh, without going through a traditional MOPs review. And all of a sudden they got stuck with figuring out how do I implement this within the broader tech stack? We haven’t done any considerations around it, um, et cetera.

That that’s a perfect example of one of those front end technologies that we don’t even need an integration in order to test Chili Piper, we can, like, we can test that in a few minutes and make sure that Chili Piper is creating a meeting in the way that is expected when newly is created, uh, et cetera. That’s awesome.

Um, so you talked a lot just in that, in that last conversation, you talked a lot about the way that, uh, MarketingOps Pros get results from Stack Moxie. Well, one of the things that Marketing Ops Pros have to do is they have to then extend functionality to the other people on their team. So they also do really great in quality work.

So it’s also per MarketingOps person to like, know everything about the way their system performs. But if somebody’s launching campaigns and they’re doing a shitty job, they’re launching campaigns, then, um, what Then That’s all the same problem. What? That’s all the same problems. That are getting introduced in the system, doesn’t matter how much you’ve documented, doesn’t matter how many times you pass people to do the right thing, they will still have a problem if they’re introducing bad data into the system.

So one of the great things that Stack Moxie does is, let’s say this is our complex scenario. I can turn it from, uh, from being. Um, a one-off test or a monitor into an ongoing template. And so I’d go through and I would just lock, I’m not gonna like sit here and like press this button all the way down, all of these things.

But if I went through and I locked every single one of those things, when I then hand this scenario off to my campaign ops person, they don’t need to know that we’re checking the lead source or that we’re making sure stuff is good inside of Salesforce. They just need to drop in the URL. And that’s it, right?

Um, and so we extend this functionality to make it just as locked down and as minimal as possible for the people that don’t understand the complexity of your technology, but they still do all of the amazing tests that you need to have done in order to make sure that your, uh, your product is working well.

Mike Rizzo: Yeah, that makes a ton of sense. I just, the way I would play that back in my head is like, I’ve got this campaign that I’m launching. I need, I need to trust that my field marketer or my demand gen person or whoever is going to you know, capture the data the way that I expect them to. And so in order for them to have the green light from our team, To hit go or hit send on the email or whatever version of that fits your unique business.

Uh, there has to be a pass signal from Stack Moxie, which I think. I think operationally, you know, especially on a campaign ops, like sort of purview, right? We always strive for that. Um, there’s probably a manual check that someone’s doing somewhere along the way, but if there’s a bunch of different variables or different like pages you gotta test, doing that manually is really, really hard.

But that green light signal and, and empowering your team to be able to take that step with a template, I think is just a win for sure.

Adam New-Waterson: And hey, we’ll help you out with that too. You wanna, you want a human to approve that? Boom. We’ll send an email to a human. They have to click and say yes. It’s the thumbs up.

Leave a little note. We capture a system, uh, timestamp of being like, yes, this VP said that this email was good to go. Uh, and you are ready to hit run on your, on your campaign within your marketing automation platform or whatever else you’re trying to accomplish. Um, so I’m gonna, I’m gonna move through just like the other sections of the product really super fast.

I’m not gonna dig into the published values right now, but they sync, um, directly from Salesforce or allow you to create your own, and it’s your data standard. For essentially any pick list you have in this system is the way that I sort of think about it. So my list of lead sources, my statuses, uh, my cadence stages, or like whatever else, uh, we have as data standards that we wanna be able to utilize, uh, throughout Marketing Operations,

publish values are the place to do that. Um, next step is UTM builder. I’m just gonna close out some, some tabs here cuz I got a. Punch open in, um, next up is a UTM builder. So, um, when, oh, hey, that zoom down, zoomed out. Um, when my, when my team initially came to me, we were like, Hey, we wanna build a UTM builder.

I was like, why, why would we do this there? Google’s got a free one. Every one of these products has their own free, uh, version of this. But they were like, Hey Adam, we can. Uh, maintain incredible data standards and make this go so much faster for clients if we build our own, uh, UTM builder. Like, okay, I’m gonna do it for you.

So here, let’s say I’ve got a blueprint. Um, you saw there is a blueprint for webinar, a trade show, uh, content for paid ad campaigns, whatever the, the thing may be. I just have to pick what’s my Salesforce campaign. Click generate links and the system will automatically go and create as many predefined URLs as I have said I want.

All I have to do is click download to a csv. I have all of those URLs, nice and track. I’m not trying to like go to an Excel spreadsheet and put in a bunch of values and oops, accidentally typed that wrong, whatever the case may be. Everything is just preconfigured for people. Any questions on the UTM build?

Mike Rizzo: No questions on the UTM builder. I, I, having watched and been involved as this particular feature was being built out, um, I just, even with my community hat on, right, seeing the, just literally the other day there’s been a plethora of questions on like, what is your UTM strategy like, I think it is and continues to be an ongoing sticking point.

I think when you can, when you think about, like we were just talking about enabling your team to prove that they can launch a campaign with quality and success cuz it passed their test. Um, yeah. Part of that to your point is well you better not be sending in bad data cuz that lead might not route properly if we don’t assign the right lead source.

So the right, you know, country value or what have. Uh, and so UTMs are a fundamental part of that. Um, and I think templatizing this approach and enabling your team to go grab those is like a huge, huge win. So, yet again, here’s a feature that definitely wasn’t around when we did this No BS demo last time.

So pretty cool for

Adam New-Waterson: sure. Yeah, I mean, even if I just like think about my career. Like you type email with a capital E and a lower KC and then e dot mail because somebody thinks that they still need a hyphenate email and your Google Analytics are screwed like that traffic is so annoying to push all of that data back together.

So you can even use the autobox reports from, from Google, right? Um, so the consistency here is just so critical. And as you get a bigger and bigger team with more and more people that are involved in creating their own murals, man, that is just like the fastest way to get just a huge dirty set of data.

And that’s why Stack Moxie built this UTM builder. It’s for free. Uh, we automatically track a little short length. You can test this, like whatever the case may be. Um, I can, I can even go in and edit this. Let’s say I post that, um, short URL and I’m like, oh no, I put the URL for Twitter on LinkedIn, and now my LinkedIn post is blowing up.

I don’t wanna delete the post. Can’t do that and just go in here, boom, switch it from that one to that one hit update. And like the URL automatically changed. That’s magic. Um, Yeah, that one, that one’s fun. I was like, we definitely need to do that.

Mike Rizzo: No, that, and like, it’s such a good one that my, my anecdotal story on that is like, you know, we record the, uh, the MarketingOps Oops series.

Mm-hmm. The oops series. And my story is about how I sent out the wrong link twice and I had to go build a redirect

Adam New-Waterson: on the server.

Mike Rizzo: To go handle it. Cuz I was like, well, I can’t send out a third email, so I’ll go through a redirect instead. Uh, so this is a great, you know, oh, oops. And, and you can handle it here.

You’re really cool.

Adam New-Waterson: Um, also within this tracking section is a campaign name generator. This is another one of those like features. When they came to me they were like, Hey, we wanna build a framework for people to create amazing campaign names every single time. And I’m. Okay, dimensions doing, doesn’t every company do that already, et cetera.

And they’re like, no, no, no. We need standards. It’s gotta be amazing. I’m like, okay, let’s do it. So what do you do? You go in, you, uh, you pick within your particular configuration what it is that, uh, you need to track. So we’re gonna say, this is for Paris Fashion. Um, and this is according to my naming convention, the structure of a campaign name.

Well, um, Maybe I don’t want it like that. Maybe I want it to go, uh, day, month, year instead, or I don’t need language. That’s silly. I don’t do any marketing outside of the US. Boom. I can just automatically change my builder, just as simple as that. Um, and then here, what makes it, uh, what makes it great is that, uh, it’s not just creating the name, like, boom, I can copy it.

That’s all I needed to do. But from here I can actually go create it in the relevant systems that I want to create in it. So this, uh, testimonial for Paris Fashion Week, if I’m gonna put it into, uh, into Marketo. Um, it’s gonna go, it’s gonna go find a hydrogen con market Little faster. There we go. It’s gonna to find all of the programs inside of my Marketo instance, and it’s like, Hey, do you wanna create a new Marketo program or do you just want clone one, the existing ones?

So I’m gonna say, okay, I wanna clone one of the existing ones. That’s my last, uh, French testimonial for fashion week, whatever that was. Uh, now I just have to pick which folder I want things to go in. Uh, you may not mess things up. Um, so, okay, this is a webinar, whatever the case may be, put in a little description and I automatically create a clo uh, a copy of a Marketo program that is already in there.

It’s already got all the emails and landing page and all the assets and all that stuff all created already. Now it’s got a new name and it’s ready to go for the new, uh, the new feature. So that’s, um, that’s a campaign name generator. You ready to move on to the

Mike Rizzo: last one? Yes. Yeah, I’m definitely ready. But that like, mm, man, I’ll tell you what, like, when you’re doing a centralized or decentralized model, um, for your, for your MarketingOps or campaign operations, I think this matters a lot, right?

Um, for sure. Again, enabling your team to go do something with even like a step-by-step guide, right? Hey, go build your campaign. We’ve essentially put some guardrails in place for you and when you’re gonna do the webinar, just pick webinar here and it’ll go clone the last one we did, and the rest of the campaign ops team can sort of take it from there.

Or you know go use the rest of the tools to go fill in all the details for the Marketo token so that the rest of it gets filled in. And you really are enabling, like your marketeers to go do things that maybe marketing ops pros are bogged down with, uh, allowing them to, to free up more time to go build more strategic, go to market, you know, technologies or something like that.

So really, really cool. Yeah, absolutely. Be

Adam New-Waterson: able to get all the reports your CMO needs to, to go to the board to get more budget, et cetera. You don’t have time for all of that. If your job is entirely clicking buttons on landing pages to make sure that things are configured properly, you gotta like push as much of the work onto everybody around you with as many guardrails and placed, make sure they can’t do anything bad.

Mike Rizzo: Yeah, yeah. And, and, and, and again with quality, right? Like you are for sure. You’ve, you, you’ve architected a beautiful system with like, of how it should all come together. So the end state for that CMO or whoever you report to, understands you know, what the reports are. Uh, but that requires great process and, and this is enabling you to sort of adhere to that, which just makes a lot of sense to me.

All right, let’s

Adam New-Waterson: keep going. For sure. Same, same thing. Uh, here. New, new area, focus, uh, List Import. Another one of those things that I was like, All these platforms have a list import. Why? Why would we create a list Import? It seems duplicative of what everybody else does, but we did it for this reason right here, which is the ability to say, when I create a particular, let’s say, object inside of Salesforce.

Load Salesforce metadata. Um, it’s actually like checking the connection, going, finding all the fields. So whatever. I’ll let that continue to do that. Uh, let’s say instead in, in Marketo, um, anytime somebody goes to import a new list into Marketo, I don’t know about you guys, but man, I’m sure forgotten to include data on my CS fees when I could update them.

Oops, I forgot to include Optin status. So guess what? I just imported a whole bunch of people from a trade show and nobody qualifies for emails. Oops. What we’re gonna do is we’re gonna go through, we’re gonna allow you to say, okay, these are the data values that you have to have anytime you import a list into the system.

Uh, and, uh, without this, you can’t import, uh, import any data, but as long as you adhere to having data in these fields, then uh, then we’re going to first allow you to map those, those data points together. And then here I’m just quickly, I’m gonna do this. So, uh, documents, I’ve got a little demo list right here. I literally, this is a crazy demo, so I have no idea which one of these is the right one to, to utilize, but, Maybe it’s not that one.

Let’s try this one instead. Okay, so that one is using mold connection. Like I said, this is a crazy demo org. Let’s see if this, uh, pulls up a petition. Um, so next, uh, I pick what are the fields that relate to this csv. So I’m like, okay, cool. I’ve got my company, my email, my last name. But I’m like, this blueprint is missing.

Important stuff, like I need, what else is on my list right here? I need a first name. Let’s see. So I can automatically add in first name. First name is already assigned that doesn’t work. Um, but, um, then pick, pick something else. Like, let’s say the lead source detail. So my lead source detail needs to be said in this document, but hey, if it’s not, I’ll let you go ahead and put in a backup value in case it’s missing from the document.

So let’s say it’s 23, 0 3 22 something, something, something is my campaign name for this Lead force detail. Awesome. Uh, so anybody who is missing that in the doc, uh, we’ll get that fixed up for them. We automatically go there and we start validating the data for you. What you don’t have to automatically have enrichment.

We’ll try and fix it before it even goes into the system for you. So if there’re things like the email address is invalid or, um, on a normal import, there are a bunch of other things, like there’s a number of employees, but somebody wrote s e DN instead of just the number seven, et cetera. So that’s gonna cause that import to fail, et cetera.

Uh, blah, blah, blah, blah, all the way through this process. So we’re automatically gonna clean up the data for you, put all the guardrails in place, not allow you to create an import that doesn’t include all of the relevant information that you need. Boom, you hit, import. Uh, it can automatically flow in, start like doing the right actions and your marketing automation platforms, checking things in your crm.

Triggering a webinar configuration, like whatever, it’s that you need to have happen. Uh, we’re, we’re here for it. We’re gonna make it easy. Um, and in turn I have people coming to me being like, cool, now I can enable my SDRs to import list. And I’m like, Whoa.

Mike Rizzo: Is that really where, is that really where you wanna go with this?

Adam New-Waterson: We have this like visceral reaction.

Mike Rizzo: I dunno. Okay. I don’t know if that’s really what I wanna do, but, okay.

Adam New-Waterson: Oh, that’s field marketing. Let’s say like field marketing is, is often not empowered to get the, like, the list from their, from their events into the system. You know what happens that AE already has that list and they’re just banging around in Salesforce on their own.

There’s no totally no credit going, getting your past, and if you stack the order of those things outta place, attribution gets broken, et cetera. So the faster the, the speed to lead, the faster you can get information into the system where you’re not having to spin this off to a third party agency, uh, in Southeast Asia in order to do, uh, enrichment on it before it even goes into the system.

We’re trying to empower users to get in there as fast as possible. Um, alright, I’m just gonna round things out for you, uh, here before we jump back into the, the deck real quick and say no problems. We just launched really sophisticated permissions, uh, cuz a lot of people came to us and they were like, Hey, my campaign ops people don’t need to do all that stuff.

They don’t need to see all of your scenarios. They just need to be able to create a scenario. Maybe they can edit. I guess they gotta be able to see it, but. They should be able to see your published values, your UTM builder. They should be able to track the campaign, import a list, but they don’t need to manage all this stuff.

They don’t need to manage the admin section. Okay. We’ll let ’em see a connection, uh, and see what platforms are connected. But they don’t need to add new ones. They should not have access or control over doing things like that. That’s all it took. I’m all good now. When I assign that campaign ops thing, uh, this is locked down so they only see the things that are relevant for that.

Um, cool. Mike, I love that. That’s the platform that has come

Mike Rizzo: a long, long way. So, uh, yep. There, and you’ve got our look at you, you’re so prepared. You’ve got our list of questions that, that we can go through. You know, you touched on ’em earlier, so we’re gonna go ahead and go down the list now. But you touched on ’em earlier, um, a little bit around the integrations.

Yeah. Cuz you certainly showed that we could have a really robust tech stack and have every map connected, uh, here, which hopefully isn’t happening. Uh, yeah, for sure. But what, what integrations would you say are sort of most frequently used? And, and that probably ties really nicely to the idea of. Sort of average size of the, the customer that’s currently using a Stack Moxie.

Um, you know, I assume that Technographic profile of the customers probably is indicative of, of potentially the size. Um, but yeah, why don’t you talk for Sure. Us a little bit about the Yeah, for sure. The integrations. Yeah.

Adam New-Waterson: Um, so, uh, we have a, we have an integration page on the website. You can go check out any of the integrations that will work.

Some of them don’t require specific connections, so like, we don’t have a, quote unquote integration with WordPress, but man, we test a lot of WordPress pages like that. That’s not a thing. The, the number one integration that people are utilizing today is Marketo. There’s a lot of complexity inside of Marketo and, um, People really wanted to be able to make sure that their, their stuff is working.

So number one is Marketo. Number two is Salesforce. Number three is HubSpot. And then from there it probably goes to Drift next people, a lot of people are testing things around Drift and making sure that that drift is high quality operation for them. Um, and then, and then dot, dot into the, like remainder of things.

We’ve got a number of clients on, on Pardot. Fewer on dynamics than Eloqua, but they exist, they’re out there. Um, mm-hmm. But there are a lot of, there are a lot of people in those top, top three buckets. Um, so average size of, of customer, you know, we, um, we offer a free account with 25 runs a month. So, um, so a user from a really small company who just wants to make sure that their campaigns are launching with the rigor that they need them to.

It started. Tomorrow or today, uh, and have it fully set up, uh, by the end of the day. Like there’s, there’s not a lot that, that, um, that has to happen, um, in order to, to get going quickly. I think most of our customers are in what I would call the medium to large size business. So not an enterprise, uh, not the, the GEs of the world.

That we could work with them, but, uh, there just tends to be like a lot of security and mm-hmm. Procurement processes for them.

Mike Rizzo: We’ve all been here. So the sweet

Adam New-Waterson: spot is a little bit lower down for us right now. Um, and, and they, they are just like ready to get rocking and rolling. They, they can get access to the systems that they need and they have control over being admins in those platforms.

So that’s probably the size.

Mike Rizzo: Yeah, that makes a ton of sense to me. I think like, um, you know, MarketingOps teams are, are usually super small. Um, often just a team of one. But I, I would say as you do grow the team in general, um, you know, I was on a team at one point of, of over 10 marketers, Still a pretty, you know, sub, sub 1000 employee company.

I think we were at like two 50 or 300 at the time, and there’s a lot of complexity happening just in the integrations there. So, yeah, you know, I, I would argue that’s probably still a pretty small organization, but that, that as you reach into that middle size, there’s just more that starts happening and your tech stack grows and.

Um, so that makes a ton of sense to me. Uh, let’s talk a little bit about the internal teams that are needed to get fully implemented. Um, who are you typically seeing involved? Uh, of course, MarketingOps, but anybody else? It, sales, like what

Adam New-Waterson: have you. Yeah, so need, need to just MarketingOps. I would say campaign operations or people who are actually running campaigns would be next.

Um, revenue operations and sales operations can of course, get a great benefit out of partnering, uh, with Stack Moxie, but they’re gonna wanna partner with a MarketingOps person also, right? So, um, where we see great, great extensibility is MarkingOps person who has an amazing sales ops and rev ops partner, and the three of them are making sure that each of their pieces of the pie is, is working well together and make sure that everybody are, uh, moving forward in the right direction.

Um, we also like really help, like our legal and compliance themes collect automated evidence. That their GDPR and their compliance processes are working as expected. So in the event that anybody ever comes to them saying, Hey, hey, you’ve got a compliance violation, they can be like, but no, I don’t. Here is the result that show that I in fact, have, uh, configured this in the way that it needs to work.

Or, Hey, something just changed. I don’t know. Our OneTrust banner, uh, is different than what it was. We need to go and make some changes to the way that, that, uh, that works, uh, so that we continue to stay in compliance. Um, and then, you know, you, you mentioned, you mentioned IT and, um, it’s interesting like as business systems get bigger, business applications get bigger and more and more important to critical business functions, we, we do see more and.

Kind of IT and business systems architects and, and people who I think 10 years ago would not have been involved in, in marketing. Mm-hmm. And, and, um, and similarly, um, web operations is moving further away from marketing closer to IT than it, than it ever was. Um, and so they’re, they, they become their, their own, uh, grouping of things, uh, in a way that they weren’t 10 years ago.

Mike Rizzo: Yeah. Yeah, I’ve seen a bit of that, uh, transition as well, though. I did talk to a community member the other day who now has, um, Web Ops, MarketingOps, like all sort of rolling up, uh, under, under her sort of, Purview. Um, mm-hmm. Uh, it’s been, it’s been pretty interesting to see how that, that function has, uh, been evolving over time.

But, but okay. So, so teams that typically are involved, of course, are Marketing Operations, but anybody can get value out of it, um, and getting stood up, uh, on the platform as well. Pretty easy considering you have a free tier. Um, so what about any external agencies or consultants? You know, this question is really here for the platforms that are, you know, like a Salesforce for example, right?

Mm-hmm. Often getting implemented with a Salesforce does require getting in with one of their partners, and at least to implement it probably. Properly or the right way, or at least a way that has some advice. Yeah. Um, so what do you think about external agencies and consultants getting involved with Stack Moxie?

Are they needed?

Adam New-Waterson: Required? No. Uh, Can you be accelerated by having them? Oh, for sure.

Mike Rizzo: For sure. If

Adam New-Waterson: you get a great, uh, uh, agency partner who, um, has an authoritative opinion about the way to do these systems, having them be empowered with a Stack Moxie scenario that tests to make sure everything goes well, it’s, that’s money right there.

Like they, they just make them more confident, more successful. And if you are a consultant out there and you’re listening to this. Man, you wanna have the greatest insurance, that you set things up properly and you handed it over to a team in mm-hmm. TikTok performance. You’ve got a, uh, fully baked out test that proves it now.

When they turn around, they mess everything up in six months. They can’t blame it on you the way that it would happen in the past. They would always blame the outside consultant. Um, but they can’t do that. Cause you’ve got a, you’ve got a test that is set up that, that, uh, proves that, that you did it right.

Now if you do have a consultant, let’s, let’s say maybe they’re an advertising agency who you aren’t interested in giving them access into, uh, into Stack Moxie. Uh, we also have a, uh, cool feature, uh, uh, spreadsheet triggers, what we call it. All you have to do is, uh, type in, uh, name of a test. Here’s the. You start from a URL, like let’s say that was what this particular, um, scenario was set up.

Let’s say it’s going, it’s uh, monitoring, advertising stuff, that there are UTMs coming in from that. There’s a landing page. It’s gotta go to the landing page, fill out a form, run some diagnostics on that, uh, whatever the case may be. Uh, you don’t need to give agency or consultants access to your core systems.

All you have to do is enable them with a sheet like this, and you see it just popped up. There’s the run log to make sure that this scenario is running as expected. They can do their own QA, their own, uh, launch monitoring, and they don’t need to ask you to do anything at all.

Mike Rizzo: Oh, there’s so many applications of that in my experience, that would have been helpful, particularly with working with like paid ad providers.

Right. Um, like they don’t need, for sure. I, I’ve heard directly from, from owners of, you know, demand gen, paid ad companies, um, that, you know, agencies rather. Mm-hmm. Oftentimes they will hear, Hey, we gotta turn off all the ads, cuz like, something broke in the system and it’s not their fault. They didn’t know that, right?

But you certainly can enable them to at least run a check ahead of time, um, to make sure that everything is going. So that’s obviously just one example that comes to, to mind from my experience. But man mm-hmm. Pretty, pretty, pretty powerful, uh, concept there. All right, so let’s talk about support options.

Um, we, you know, we always love to ask, Hey, what are. In terms of support for the platform itself and do they cost more?

Adam New-Waterson: Cool. Stack Moxie.com pricing is right there. Pops up all the prices, but it also shows you what your support options are per tier, right? So, um, with our, with our 25, uh, runs a month. Uh, we’re gonna help you self service as best possible, right?

They’re cheaper plans. I don’t need a human talking to you all day long, uh, to make you successful. We’re gonna give you the tools that you need through, through automated functions, but then as you get into bigger, bigger, uh, packages, uh, we’re gonna, uh, fully support you through your onboarding. Make sure everything’s okay.

Uh, but that’ll be a, a team of people, right? Uh, on a smaller package, whoever is able to pick up your ticket fastest is gonna be the person that reaches out and helps you. Uh, when you get into our large and enterprise, uh, size packages, we’re gonna have your person that is the one person that you can call, uh, whenever you need, and they are there to help you, uh, along their support process.

In general, we follow what we call vertical hospitality is one of our core values here at Stack Moxie. Um, and if anything, I have to tell the CS team to like chill it out a little bit. Like stop offering so much support. You’re doing too good a job. You’re not a consultant for them. Your job is not to like, know everything about the way their systems run.

It’s to help them do great monitoring. And they’re like, but if I don’t know everything about the way the technology works, how can I do that? And I. Okay, but you’re still not a consultant. You’re support. They,

Mike Rizzo: they, uh, they love it. They really wanna help. I could imagine they probably see a lot of, uh, special circumstances that come up.

And so they’re, they’re naturally inquisitive. One of the things we say that makes somebody such a great MarketingOps professional is their level of curiosity. Um, so we sort of breezed past one of the questions, cuz I figured we’d get to it right around that pricing option discussion. But, You, you were able to share the pricing model and the prices there on the pricing page.

Mm-hmm. Tell us a little bit about that. How is that structured? Does it, it looks like it’s scaled with the number of runs.

Adam New-Waterson: Yeah, so a bunch of stuff within, uh, Stack Moxie is free, right? So the UTM builder, the campaign builder, uh, uh, some of those cute, uh, uh, bells and whistles that we have all totally, totally free. Uh, the way that we charge is based on a scenario.

So you run a test. That counts as one, uh, free plan, 25 of those a month. I don’t know about you, but I’m not running 25 we webinar a month. Uh, so I don’t need, uh, more than that, right? Um, if you build a sophisticated test, you can really stay in a smaller, uh, package for, for a long time. But if you want to add amazing things on top of that, you wanna.

Hook your team up with sso or you wanna enable them with, with spreadsheet triggers, or you wanna look at live leads that are moving through their system, et cetera, uh, for real-time monitoring. Um, those come at higher package rates. And, and again, that’s based on the number of scenarios that you’re running.

Uh, each month you move into a large enterprise. Uh, I have a number of customers that are using more than, than this, um, to do their, to do their work

Mike Rizzo: with their. Gotcha. Okay, cool. And I would say the, the, the, really the last question here that’s in and around the space of getting started, uptime support and pricing is, you know, how long do you think on average it takes to see success with Stack Moxie?

You know, sometimes that’s the ROI or the goals achieved. Um, you know, how long on average would you say before someone’s really starting to feel like, oh, this is, this is really making a difference for.

Adam New-Waterson: Yeah, for sure. Um, so for both implementation and long-term success, In some ways, the, um, the best marketers get, get the best bang for their buck, like right out the door.

Like the marketing ops teams that know what’s going on in their systems, boom, they’re able to plug in, they’re able to run immediately. People who are, are brand new to an organization, they’re like, I don’t know what’s going on in here. They, uh, potentially just need more help kind of discovering what’s happening in their system.

They can actually get a ton of value. Tomorrow out of hooking up Stack Moxie, uh, you, you have no idea what’s going on inside your system and you get a stack trace that runs through every bit of your tech and spits out the other end what’s happening. Whew. That is invaluable for a new person on point.

Mm-hmm. Um, but let’s say you’re at a big enterprise company. Guess what? We’ve got an enterprise rollout plan for how you’re gonna get success in implementation, how you’re gonna

Mike Rizzo: see ROI,

Adam New-Waterson: uh, when you do qbr, and, and get kinda full reports on what stuff is going on in your systems, et cetera. Um, so it can scale to be as simple or as complex as is needed for your particular organization.

Um, yeah,

Mike Rizzo: love it. Love. Awesome. Well, Adam, I think we actually hit on all the questions. Um,

Adam New-Waterson: you know, I have one more slide though. I just wanna, I wanna throw it out there. Just, uh, just like your, uh, your platforms that you work with, use tokens. One of the coolest part about Stack Moxie is you can interlace all this stuff together with interconnected data without having to manually put stuff in through the use of, uh, variable data token.

Uh, just throwing it out there, there’s some, some real sophistication under the hood of this product that enables it to scale to all of these global organizations with, uh, with complete ease.

Mike Rizzo: Oh, that makes sense. So, okay. Yeah. So you’re saying, Hey, for wherever this, in this particular test, if I see this same email, uh, from that particular reference point, the Salesforce contacts email address, I want to check on.

Um, oh, cool. Okay. So yeah, you’ve got these data tokens on the backend that allow you to check and reference those things throughout. Um, it’s not just the random data that we were talking about before. Yeah, for sure. The

Adam New-Waterson: synthetic data gets created, but like once the synthetic data’s in there, then hey, I’ve got a real account.

I’ve got a real opportunity. Are these things making sure that they flow into outreach or into SalesLoft or, uh, when I look at go to webinar, does it reference the right account in it? Whatever the case may be.

Mike Rizzo: Yeah. Wonderful. Well, I appreciate your time, Adam. Thanks for doing a no bullshit demo with us.

It was great to get caught up again. Um, you know, you’re moving so fast on the product. We might have to do one of these every six months, but it’s come a long way, so we appreciate you taking the time. I,

Adam New-Waterson: I literally have two huge, uh, two huge features dropping and then snack Sprite. Just for the people that watch all the way through this recording, uh, they can, they can get a little sneak preview.

One is, uh, a website recorder that will watch you move around on your website, automatically collect all that stuff so I don’t have to like input, like I wanna click here, I wanna click here, I wanna click here, do all this stuff. It’ll just spit out a scenario for you in seconds. Um, so that is pretty cool.

Um, and then one other thing. One, one of my guys working. Uh, pretty sophisticated site map generator, so anyone can like, um, look at the site map, .XML file, that it gets included, but it doesn’t include a lot of information. Right. Tell me all the pages on your website that have a form. It’d be like, uh, yeah, yeah.

That, that

a

Mike Rizzo: question has come up so much. For sure.

Adam New-Waterson: For sure. That. Yeah. So it’s gonna, it’s gonna automatically go, it’s gonna scrape, uh, create an ontology or an index of your site. Understand what pages that forms, what pages are missing, critical metadata, what pages, I don’t know, they’re, I kind of like 10 different things that we’re capturing.

Uh, and then we’re gonna return to you. Here’s, here’s your site map. These are the most critical pages that you can go get started on testing, et cetera. Those would be, those would be launched.

Mike Rizzo: In the next, you know, what I love about that too is one of the things, uh, as we wrap this that I, that I keep talking to people in our community about is this idea of like, how do you as a Marketing Operations professional get to go have conversations with other team members that you don’t normally get to interface with?

And I think a, a really great example of that with that particular feature that you have coming. If this tool, uh, I’m assuming it will, maybe in its current iteration or in the future, one could tell you a little bit of information about what’s going on with the SEO metadata, OG sort of data points that would be shared.

Imagine if you, as the Marketing House person, were like, Hey, by the way, SEO team. I found that like 10 of our pages don’t have information on them at all, so we should probably fix that. Right? Like, wow, sure. You’re now, you’re now driving conversation around the business that previously you maybe didn’t have a chance to, to ever do, and so.

Cool. Yeah, that

Adam New-Waterson: standard index is gonna include those, like those top level things like the, the page title and the description stuff. Just so like it’ll automatically spit it out. Also, when was the last time the page was updated? I’m really excited about that one. So you can specifically say like, Hey, I want to go find all the ones that have been updated in the last.

Six months and I wanna make sure that those are, uh, up to date or, Hey, I wanna find all the ones that haven’t been up updated in three years and I wanna go depreciate them, uh, et cetera. Like all that stuff will be possible through this new, new product. So yeah. Thanks. It’s gonna be fun.

Mike Rizzo: That’s awesome.

Well thanks Adam. Appreciate you doing the No Bullsh*t Demo with us and everybody go check out Stack Moxie. Thanks.