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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\u2019s consulted on Martech and growth for companies including\xa0Notion, Airbnb, Robinhood, Postmates, Walmart, JPMorgan Chase, and many others. In today\u2019s podcast, we discuss:

\u2022 What exactly marketing technology is

\u2022 What a Martech person can do for your business

\u2022 When to hire a Martech person and what to look for

\u2022 Austin\u2019s favorite tools

\u2022 Advice for doing attribution

\u2022 Frameworks on tooling, systems, and building vs. buying

\u2022 How to apply the concept of \u201cthinking gray\u201d to make better decisions in work and life

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Find the full transcript at: https://www.lennysnewsletter.com/p/the-ultimate-guide-to-martech-austin

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Where to find Austin Hay:

\u2022 LinkedIn: https://www.linkedin.com/in/austinahay/

\u2022 Threads: @austinahay

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Where to find Lenny:

\u2022 Newsletter: https://www.lennysnewsletter.com

\u2022 Twitter: https://twitter.com/lennysan

\u2022 LinkedIn: https://www.linkedin.com/in/lennyrachitsky/

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In this episode, we cover:

(00:00) Austin\u2019s 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\xa0

(25:05) Marketing technology vs. marketing operations\xa0

(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 modeling

(57:47) What to look for when hiring a Martech professional, and Austin\u2019s favorite interview questions

(1:02:45) His red flags for companies and \u201cfalse flags\u201d for potential hires

(1:04:51) His favorite frameworks

(1:13:37) Lightning round

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Referenced:

\u2022 Siqi Chen on LinkedIn: https://www.linkedin.com/in/siqic/

\u2022 Austin\u2019s marketing technology course on Reforge: https://www.reforge.com/courses/marketing-technology

\u2022 Notion: https://www.notion.so/

\u2022 Sri Batchu on Lenny\u2019s Podcast: https://www.lennyspodcast.com/lessons-from-scaling-ramp-sri-batchu-ramp-instacart-opendoor/

\u2022 Cody Morgan on LinkedIn: https://www.linkedin.com/in/cody-morgan/

\u2022 Braze: https://www.braze.com

\u2022 Marketo: https://business.adobe.com/products/marketo/adobe-marketo.html

\u2022 Mparticle: https://www.mparticle.com/

\u2022 Segment: https://segment.com/

\u2022 Snowflake: https://www.snowflake.com/

\u2022 Reverse ETL: a primer: https://medium.com/memory-leak/reverse-etl-a-primer-4e6694dcc7fb

\u2022 RudderStack: https://www.rudderstack.com/

\u2022 Hightouch: https://hightouch.com/

\u2022 Mike Molinet on LinkedIn: https://www.linkedin.com/in/mikemolinet/

\u2022 Thena: https://www.thena.ai/

\u2022 Salesforce: https://www.salesforce.com/

\u2022 Gong: https://www.gong.io/

\u2022 How today\u2019s top consumer brands measure marketing\u2019s impact: https://www.lennysnewsletter.com/p/how-todays-top-consumer-brands-measure

\u2022 About MMM: https://www.marketingevolution.com/marketing-essentials/media-mix-modeling

\u2022 Recast: https://getrecast.com/

\u2022 The Contrarian\u2019s Guide to Leadership: https://www.amazon.com/Contrarians-Guide-Leadership-Steven-Sample/dp/0787967076

\u2022 The Art and Adventure of Leadership: https://www.amazon.com/Art-Adventure-Leadership-Understanding-Resilience/dp/1119090318/

\u2022 Suits on Netflix: https://www.netflix.com/title/70195800

\u2022 Our Flag Means Death on Prime: https://www.amazon.com/Our-Flag-Means-Death-Season/dp/B0B8N4R4X1

\u2022 What We Do in the Shadows on Hulu: https://www.hulu.com/series/what-we-do-in-the-shadows-0b10c46a-12f0-4357-8a00-547057b49bac

\u2022 Silo on AppleTV+: https://tv.apple.com/us/show/silo

\u2022 Cal.com: https://cal.com/

\u2022 Brian Balfour on the Startup Dad podcast: https://www.startupdadpod.com/coping-with-the-loss-of-a-child-and-protecting-your-time-brian-balfour-father-of-2-ceo-and-found/

\u2022 Amplitude: https://amplitude.com/

\u2022 AppsFlyer: https://www.appsflyer.com/

\u2022 Customer.io: https://customer.io/

\u2022 Branch: https://www.branch.io/

\u2022 HubSpot: https://www.hubspot.com/

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Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.

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Lenny may be an investor in the companies discussed.