Selection teams should focus on their own user stories rather than generic vendor reference implementations. MarTech West speaker Tony Byrne will host a workshop on purchasing strategies April 15. Tony Byrne on March 5, 2020 In twenty years as an industry analyst evaluating martech vendor platforms, I’ve witnessed hundreds of enterprises try to make good … Continue reading Is there a right way to buy marketing technology? (Short answer: Yes!)
Discover the scope of your marketing stack (and promote your business while you’re at it) by entering the 2020 Stackie Awards! Scott Brinker on December 12, 2019 There were more than 7,000 martech solutions at last count. How many does your organization use? Do you know how they’re organized and connected? Are they organized and … Continue reading How does your organization leverage martech?
Martech analyst Emily Cnossen shares inspiration and guidance to new martech teams based on her own experience of building one at SAP Concur. Emily Cnossen on October 28, 2019 Last month at MarTech East, I was practically tickled pink to be able to present “From Wild West to Business Best: Tales of a New … Continue reading MarTech Overtime: Building a new martech team from scratch
We need to develop the technical skills to maximize the machine’s output, while still nurturing the creativity that underpins the best marketing campaigns. Andy Betts on October 11, 2019 Across industries and in nearly every vertical, AI is driving digital transformation. In sales, for example, 70% of US-based professionals are now using some form of … Continue reading Automated marketing technology opportunities: Enhancing human opportunity
Shifting priorities wreak havoc on our best intentions as martech buyers so it’s important to take the time to plan and avoid random acts of martech. Steve Petersen on August 29, 2019 It’s easier to buy than to manage when it comes to marketing technology. While finding a solution to a problem isn’t always a … Continue reading Buying martech is easy, managing the process to use it effectively is the hard part
Marketers have to do a better job of training people rather than buying technology just for the sake of it. Joe Hyland on April 11, 2019 Last week I had the privilege to join fellow marketers, industry leaders, and innovators at MarTech West in San Jose. There I sat in on some fascinating sessions … Continue reading The martech stack fallacy: It’s not about technology
Don’t get distracted by the shiny new thing. Companies that use martech to serve the “human experience” are getting it right, says Riverbed CMO. Ginny Marvin on April 5, 2019 at 6:36 pm Subbu Iyer, CMO of Riverbed, speaking at MarTech Conference 2019. SAN JOSE, CA — Brands are spending more than 16% of their … Continue reading Why brands must take a people-first approach to martech
Marketing technologies are taking new shape in response to several factors, not least of which is the cloud. Ginny Marvin on April 4, 2019 SAN JOSE, CA — The number of companies encompassed in the famous Marketing Technology Landscape did not grow by double digits for the first time in eight years, with the 2019 Marketing … Continue reading Hello peak martech: 2019 Marketing Technology Landscape growth slows for first time
The human component of marketing remains as important as ever to make technology more effective over the lifetime of a brand-consumer relationship. April Mullen on March 11, 2019 In the ever-evolving age of digital marketing, marketers are competing against many things: time constraints, a noisy marketplace, endless channels and formats for content, just to name … Continue reading Martech can deliver personalized consumer experiences, but humans are still required
