Investment is slowing, budgets are shrinking and generative AI threatens disruption. Here’s why 2024 may be a shakeup year for martech. Scott Gillum on November 9, 2023 One certainty for marketers over the last dozen years is that Scott Brinker’s martech landscape map would grow. The map, which started in 2011 with only 150 companies … Continue reading 5 reasons why the martech landscape will reach its peak in 2024
Category Archives: Marketing Technology
Beyond quadrants: An alternative approach to martech selection
Find out why static quadrants with generic winners and losers fail to capture unique business needs and how to shortlist vendors based on strategic fit. Apoorv Durga on November 9, 2023 When looking at martech vendors and marketplaces, we’ve gotten used to quadrants. They provide a simple visual to plot key players in an industry … Continue reading Beyond quadrants: An alternative approach to martech selection
4 ways to get more value from your martech investments
Here’s how to overcome the trend of underutilization in marketing technology and harness its true power for your organization. Carlos Hidalgo on October 26, 2023 I recently spoke at a marketing conference and, unsurprisingly, AI took center stage in many discussions. My presentation centered on the need for marketers to move beyond generative AI and … Continue reading 4 ways to get more value from your martech investments
How experimental marketers can drive martech utilization
Explore the role of experimental marketers in maximizing martech stack value. Ana Mourão on October 2, 2023 With martech utilization plummeting to 33%, CMOs and their teams must maximize their stack’s value before seeking budget increases or new additions. Several factors can lead to stack underutilization, including scope issues, viewing investments as costs or inadequately supported … Continue reading How experimental marketers can drive martech utilization
Why martech must mean more than just technology
Martech is really at the intersection of technology, strategy and people, Kim Davis said, kicking off The MarTech Conference. Constantine von Hoffman on September 26, 2023 Martech is a lot more than marketing technology. “It doesn’t really reduce to a collection of platforms and apps and APIs,” MarTech’s editorial director Kim Davis said in his … Continue reading Why martech must mean more than just technology
This week’s AI-powered martech releases
Here are the artificial intelligence-powered marketing technology products, platforms and features announced this week. Constantine von Hoffman on September 21, 2023 Before we dive into the roundup, here’s a quick look at some recent research on AI in the workplace: 60% of seller work will be carried out by generative AI within the next five … Continue reading This week’s AI-powered martech releases
Marigold unveils all-in-one relationship marketing solution
It brings together email, omnichannel marketing, SMS and loyalty technology with integrated zero-party data and personalization tools. Constantine von Hoffman on September 19, 2023 Marigold has unveiled a comprehensive relationship marketing solution, designed to achieve hyper-personalization at scale while navigating complex privacy and deliverability challenges. “Relationship Marketing is a long-term strategy focused on the customer … Continue reading Marigold unveils all-in-one relationship marketing solution
This week’s AI-powered martech releases
HubSpot and Salesforce weren’t the only companies with new AI implementations this week. Here’s a roundup of the others. Constantine von Hoffman on September 8, 2023 The week’s AI news started with a bang as both HubSpot and Salesforce rolled out new implementations. They were followed by Amazon adding AI to its Thursday NFL games … Continue reading This week’s AI-powered martech releases
MarTech’s GA4 experts to follow
If you’re working with Google Analytics 4, you know it is both frustrating and useful. Here’s our list of experts to follow for help with GA4. Constantine von Hoffman on August 29, 2023 Whether you love Google Analytics 4 or hate it, GA4 is the replacement for Universal Analytics and that makes it the most … Continue reading MarTech’s GA4 experts to follow
Martech implementation: 3 tips for cross-functional alignment
Seeking commitment and getting alignment are critical to ensure teams understand how the new solution will transform the way they work. Talisha Padgett on August 28, 2023 Martech is cross-functional by definition. Yet, I’m stunned at how many people talk about implementing martech on their own or only within their team. This may result from … Continue reading Martech implementation: 3 tips for cross-functional alignment
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