Tag Archives: STORY

“But Will It Scale?”

That question might mean many different things, but it’s a critical question businesses must ask when evaluating marketing tech. Tony Byrne on October 29, 2021 Before becoming famous for Trump lip-synching, the comedian and ex-Googler Sarah Cooper published a great book about how to sound impressive during meetings, and among the top-ten pieces of advice she doles out is to ask, … Continue reading “But Will It Scale?”

The Real Story on MarTech: Is platforms vs. products replacing suites vs. best of breed?

Thinking of solutions as sitting on a spectrum between platforms and products will help clarify your business and operations models. Tony Byrne on October 20, 2021 For as long as I can remember, the dichotomy of “suites vs. best of breed” has dominated marketing tech architectural decision-making considerations. You can understand why. As stacks expand … Continue reading The Real Story on MarTech: Is platforms vs. products replacing suites vs. best of breed?

How to Use Your Story Brand Framework to Refine Your Homepage

Steven Imke October 8, 2021 Assuming that you have created your company’s brand story using the story brand framework, it is time to use that framework to refine your homepage so you can grow your business. By definition, a homepage is the page typically encountered first on a website that usually contains links to the … Continue reading How to Use Your Story Brand Framework to Refine Your Homepage

Real Story on MarTech: Avoid these five vendor selection pitfalls

Some common mistakes made when evaluating and choosing solutions and how to avoid them. Tony Byrne on September 28, 2021 Buying marketing technology can be stressful. The impact of your choice will reverberate across your enterprise, and switching costs can become prohibitive. Yet, it can seem hard to know in advance whether you’re picking the right … Continue reading Real Story on MarTech: Avoid these five vendor selection pitfalls

How to Develop a Story Brand Framework For Your Small Business

Steven Imke September 24, 2021 Most brands waste a huge amount of money on marketing. The reason is simple. Most businesses hire graphic designers to build their websites and their collateral material. Graphic designers have degrees in design and have lots of coding knowledge. However, most have very limited skills when it comes to crafting … Continue reading How to Develop a Story Brand Framework For Your Small Business

A holistic personalization technology strategy

Your personalization strategies will require several adjacent capabilities beyond simple targeting logic. Apoorv Durga on September 10, 2021 at 10:26 am In part one of this three-part series, I explained different options regarding where to seat functional personalization capabilities in your overal marketing technology stack. In this follow-up, I’ll explore different platform components required for building a … Continue reading A holistic personalization technology strategy

The Real Story on MarTech: Navigating the new world of consumer privacy

Start with an organizing framework to categorize and understand the issues, dynamics, challenges, and opportunities in such a way that you can take action. Sarah Brown on August 26, 2021 Marketers and advertisers are facing choppy waters at the confluence of two powerful currents: a vigorous new era of consumer data privacy, rolling into “data-driven … Continue reading The Real Story on MarTech: Navigating the new world of consumer privacy

The Real Story on MarTech: 10 steps to making better vendor selection choices

Selecting better technology really means selecting better-fitting technology. Here’s how to do just that. Jarrod Gingras on July 22, 2021 Industry surveys over multiple decades have repeatedly shown that more than half of technology projects fail to meet their objectives — or just fail outright. My discussions with martech customers suggest their success rates are … Continue reading The Real Story on MarTech: 10 steps to making better vendor selection choices