The ultimate guide to Martech | Austin Hay (Reforge, Ramp, Runway)

Brought to you by OneSchema—Import CSV data 10x faster | Mixpanel—Event analytics that everyone can trust, use, and afford | Brave Search API—An independent, global search index you can use to power your search or AI app—Austin Hay is currently Head of Marketing Technology at Ramp and was previously the VP of Business Operations at Runway, the VP of Growth at mParticle, and the fourth employee at the unicorn Branch Metrics. In 2022 he sold his online course, the Marketing Technology Academy, to Reforge, where he now teaches Martech and has a program launching in the fall. He’s consulted on Martech and growth for companies including Notion, Airbnb, Robinhood, Postmates, Walmart, JPMorgan Chase, and many others. In today’s podcast, we discuss:• What exactly marketing technology is• What a Martech person can do for your business• When to hire a Martech person and what to look for• Austin’s favorite tools• Advice for doing attribution• Frameworks on tooling, systems, and building vs. buying• How to apply the concept of “thinking gray” to make better decisions in work and life—Find the full transcript at: https://www.lennysnewsletter.com/p/the-ultimate-guide-to-martech-austin—Where to find Austin Hay:• LinkedIn: https://www.linkedin.com/in/austinahay/• Threads: @austinahay—Where to find Lenny:• Newsletter: https://www.lennysnewsletter.com• Twitter: https://twitter.com/lennysan• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/—In this episode, we cover:(00:00) Austin’s background(03:58) What marketing technology is(06:17) The difference between typical growth roles and Martech(10:23) Signs you need a Martech person on your team(14:03) Hiring and placing a Martech person in B2B, B2C, and B2B2C businesses(21:15) A day in the life of a Martech professional (25:05) Marketing technology vs. marketing operations (31:14) Tooling recommendations(41:49) The never-ending struggle of how to do attribution well(50:47) Emerging tools and platforms to keep an eye on(55:26) MMM mod