Here’s how marketers can lead and shape marketing technology strategies, focusing on six core competencies essential for martech success. Ana Mourão on July 2, 2024 Marketing technology, or martech, refers to tools and systems designed to support marketing efforts. It can also encompass technology used for sales and advertising. Because of its broad scope, … Continue reading 6 core competencies every martech manager needs
Research-backed insights on martech composability, including the role of center platforms, specialist apps and effective handover processes. Frans Riemersma on June 25, 2024 The martech landscape has long been caught between two competing narratives: the promise of all-in-one marketing suites and the flexibility of point solutions. But there is a more nuanced reality that … Continue reading The truth behind martech stack composability
Strategic advice on AI implementation, data privacy and accessibility best practices and seamless martech integration. Gene De Libero on June 20, 2024 My previous article, “3 pointers to navigate the confusing martech marketplace,” offered essential strategies for navigating the evolving martech landscape. Staying updated with new strategies and tools is crucial for driving your … Continue reading 3 more pointers to navigate the confusing martech marketplace
Robust enterprise support or personalized attention? Here are key factors to weigh when selecting the right martech vendor for your business. Steve Petersen on June 10, 2024 Selecting the right martech vendor sounds far easier than it actually is as a process and practice. There are many factors to consider, but that does not … Continue reading Big players vs. niche specialists: Choosing your martech vendors
With budgets tight, marketers need to show return on their martech spend. Mike Pastore on May 28, 2024 at 11:12 am | Reading time: 2 minutes With businesses watching every dollar, today’s marketers and marketing leaders need to demonstrate ROI on their martech investments or risk losing them. Gartner’s 2023 Martech Report drew a great … Continue reading Getting the most out of your martech applications
The first quarter of 2024 saw $1.8 billion invested in martech companies, down from $13.2 billion for the same period last year. Allyson Delaney on May 17, 2024 CabinetM released its Q1 2024 Martech Innovation Report, a quarterly summary of new technology introductions, feature updates and acquisitions. It found a substantial decrease in martech … Continue reading Investment in martech companies down 87% vs. Q1 of 2023
To get the most out of your data, you need to integrate the various platforms in your stack. That’s not often easy to do. Mike Maynard on May 23, 2024 Most marketers today understand that marketing is a science driven by data. Yes, creativity and innovation matter, but relying on a spark of … Continue reading You need to glue your martech stack together. Here are some of your options.
The martech space is certainly growing rather than consolidating, but the growth is in small solutions and solutions incorporating pre-existing AI models. Kim Davis on May 7, 2024 “Nothing exists except atoms and empty space.” So said Democritus, but he wasn’t talking about the marketing technology landscape. Adobe, HubSpot, Oracle, Salesforce — these … Continue reading Martech’s long tail: Countless tiny atoms
And how much does it matter if they don’t? Mike Pastore on April 29, 2024 If you thought tech’s post-COVID letdown, marked by higher interest rates, widespread layoffs and consolidation, would put an end to marketers’ “shiny object syndrome,” it looks like you were wrong. Shiny object syndrome is most often diagnosed when money … Continue reading Do CMOs really understand how their teams use martech?
Conduct a marketing processes and technology audit, map platforms to the buyer’s funnel and streamline your martech stack. Ana Mourão on April 24, 2024 When Gartner surveyed CMOs in 2023 about the state of their marketing technology stack, most admitted to using only one-third of their martech stack. This percentage has been decreasing in … Continue reading How to align processes to drive martech utilization
