This document discusses 10 pieces of marketing technology (MarTech) that can help disrupt competitors according to 500 Startups. The tools include BuiltWith, Import.io, AdEspresso, MonitorBacklinks, BuzzSumo, HotJar, UserTesting, Unbounce, Kickbox.io, and mail-tester.com. These tools can help with tasks like lead generation, traffic generation, conversion optimization, and email. 500 Startups is a seed fund and growth program based in London that invests in early stage startups.

1. The 500 Marketing Stack:
10 Pieces of MarTech Genius to Disrupt your Competitors

2. About Matt Lerner/
• Marketing for 3 startups, one exit to Macromedia
• 11 years Marketing & GM at PayPal (US & UK)
• Built & ran 3 Growth teams at PayPal
• Mentored ~ 40 startups on the side
• Now runs 500 Startups London
Digital Marketer Turned VC
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3. About 500 Startups London/
• 500 Startups, founded 2010, in Mountain View, CA:
• $200M in Assets Under Management
• 1,200 portfolio co’s in 50 countries
• London “Distro Dojo” growth program:
• Accept approx. 20 companies/year
• Post-seed, pre-Series-A
• Get an investment + hands-on for 3 months
• No application (referrals only)
Early Stage Seed Fund & Growth Studio
Download the Deck @MattHLerner

4. 500 Startups’ “Distribution Hackers”/

5. Analysis Paralysis: Making sense of the options/
No shortage of snippets to
drop on your pages!
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6. 10 Pieces of MarTech Genius/
1. BuiltWith
2. Import.io
3. AdEspresso (Paid)
4. MonitorBacklinks (SEO)
5. BuzzSumo (Content)
6. HotJar
7. UserTesting.com
8. Unbounce
9. Kickbox.io
10. mail-tester.com
B2BConversionEmailTraffic
Download the Deck @MattHLerner

7. B2B & Lead Generation/
1. BuiltWith:
• Generate lists of leads
• See what tools competitors and great
sites are using
• What’s trending up/down?

8. B2B & Lead Generation/
2. import.io:
• Easy free content scraper
• Good for compiling lead lists, getting
price data, Twitter handles
• Scrape directories, HackerNews
headlines, products & prices from
Amazon, etc.

9. Traffic (Paid)/
3. AdEspresso:
• Automated design and massive
multivariate testing of Facebook ads
• Test creative, audience demographics,
time of day, ad location (mobile, web
feed vs. side).
Disclaimer: 500 Startups is an investor in this company.

10. Traffic (SEO)/
4. monitorbacklinks.com:
• Keep track of your backlinks (and your competitors’ backlinks!)
• See them evolve over time, how it impacts your rank for various terms
• Recognise and disavow low quality links so you don’t get penalised

11. Traffic (Content)/
5. BuzzSumo:
• Find out what’s trending: For any given topic, find out the most shared articles.
• Great ideas for headlines, keywords, topic ideas, lists of influencers on the topic
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12. Conversion & On-Page/
6. HotJar:
• Heatmaps
• Individual session recordings
• Funnel & exit tracking
• Which form fields take longest & which
fields cause abandons
• Polls & surveys too

13. Conversion & On-Page/
7. UserTesting: Get user testing videos of people trying to use your website, great for
qualitative feedback, to hear what they’re thinking.

14. Conversion & On-Page/
8. Unbounce: Quickly/easily create &
test landing pages.
Disclaimer: 500 Startups is an investor in this company.

15. Email/
9. Kickbox.io: Veryify email addresses
before you send.
• Higher quality score
• Saves money
• Improves open rates
• Lowers your bounce rate
• Keeps you from getting blocked

16. Email/
10. mail-tester.com: Send them a copy of your email, they’ll let you know if it’s likely
to get flagged as Spam, and recommend things you can do to improve it.

17. 10 Pieces of MarTech Genius from 500 Startups Distro Team/
1. BuiltWith
2. Import.io
3. AdEspresso (Paid)
4. MonitorBacklinks (SEO)
5. BuzzSumo (Content)
6. HotJar
7. UserTesting.com
8. Unbounce
9. Kickbox.io
10. mail-tester.com
B2BConversionEmailTraffic
Download the Deck @MattHLerner

18. Thanks!
@MattHLerner