Martech

FEBRUARY 2, 2024

The allure of martech can be deceptive. More than the financial commitment, you need to evaluate your marketing goals, along with the expertise to integrate these tools seamlessly with your existing systems and the ability to make sense of the data they provide. Are your martech investments truly paying off?

Budget Programs 104

Budget Programs Tools Work Management Marketing Management 104

Martech

MARCH 28, 2024

Is your marketing team tired of hearing about AI? To some extent, we all are. Marketing teams now find themselves surrounded by AI. Most notably, the introduction of ChatGPT put AI in the hands of just about anyone who wanted to use it. It’s all part of the technology lifecycle. That’s no surprise.

Marketing AI 129

Marketing AI Work Management Marketing Management Examples 129

Martech

JANUARY 18, 2024

Jay Mandel spent about 20 years in corporate America with brands like MasterCard and IBM. “I was about to turn 40 and I didn’t believe that corporate America could give me what I needed.” Use AI but don’t let it chip away at your respect for the skills of marketing. A: It all depends what you mean.

Marketing AI 116

Marketing AI Customer Surveys Consulting Lead Scoring 116

Martech

MARCH 7, 2024

The B2B Marketing Exchange (B2BMX) conference takes place annually in late February or early March at The Phoenician hotel in Scottsdale, Ariz. I was in attendance, along with a good 250 to 300 marketers. Toss in representatives from about 75 vendors and the event was thick with pitches, presentations and promotions.

Marketing AI 110

Marketing AI Work Management Marketing Management Vendors 110

Martech

DECEMBER 12, 2023

After attending the recent MarketingOperations.com conference (MOps-Apalooza), my cofounder Tyler remarked, “If I had a dollar for every time I heard someone at MOps-Apalooza say something about companies buying software that they never fully implemented, I think my ticket for next year’s conference would be paid for.”

Work Management 128

Work Management Marketing Management Budget Programs Software 128

Martech

MAY 24, 2024

B2C marketing deals with consumer purchases, which means B2C marketers are targeting individuals or small groups of people who make purchase decisions. But generally speaking, a couple considering a B2C purchase will have an easier time coming to a decision than a business buying group with varied wants and needs in a B2B setting.

Marketing Automation Services 113

Marketing Automation Services Marketing Automation Automation Tactics 113

Martech

APRIL 15, 2024

Stanley Black & Decker is a truly iconic brand, around for more than 180 years, with a global market and its name practically synonymous with power tools. For more than six years, MarTech contributor Ana Mourão has been a leader in digital engagement, data architecture, CRM and CDP at the brand. Q: You studied in São Paulo.

Work Management 107

Work Management eCommerce Budget Programs Marketing Management 107

Martech

MARCH 4, 2024

As a leader, you must be agile enough to pivot as you learn new information about the marketplace, your customers and disruptive new technology. We know with certainty that we’re in uncertain times and what we know today will be different tomorrow. Here are three actionable ways you can become an adaptive leader.

Work Management 122

Work Management Planning Marketing Management Deliverability 122

Martech

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. In my experience, another reason is that martech stack platforms are typically integrated with a company’s existing processes. Enter the experimental marketer.

Work Management 116

Work Management Paid Search Agency Marketing Management Advertising Benchmark 116

Martech

MARCH 6, 2024

There’s a problem with the infusion of generative AI into marketing: finding people with the skills to use it. This isn’t just a problem for marketing, of course. This isn’t just because AI is suddenly showing up in all facets of business. based martech and operations consultancy. And people said, “I don’t know.”

Marketing AI 109

Marketing AI Validation Training Template 109

Martech

DECEMBER 19, 2023

I often do the bulk of my reading for the year between October and March because then it’s outside time (which isn’t to say you can’t read outside). We live in a time when we’re surrounded by marketing. Yet there are still new things to be said and new things to learn about marketing.

Paid Search Agency 128

Paid Search Agency Classified Ads Advertising Agencies Work Management 128

Martech

FEBRUARY 15, 2024

Mergers and acquisitions can throw your marketing plans into chaos. Suddenly, you need to quickly and effectively integrate a new web, email and social presence for the acquired brand. This guide walks you through key steps to lead a seamless brand integration. Plus, you start to see overlaps and conflicts with vendors.

Work Management 104

Work Management Brand Identity Branding Marketing Management 104

Martech

DECEMBER 13, 2023

Maybe some of you in ecommerce and retail are pushing the “send” button feverishly and trying not to lose your minds with all of the last-minute requests and pressure this time of year brings. If you’re on the B2B side, you’re trying to get in every sale you can to achieve your goals. You’re the lucky ones.

Enterprise Management 123

Enterprise Management Work Management Marketing Management SMB 123

Martech

FEBRUARY 29, 2024

In this article we’ll look at the martech consulting organizations that serve the enterprise technology user community and the research and advisory firms that serve both enterprise technology users and vendors. For consultants to continue to be relevant and add value the model needs to evolve.

Enterprise Management 115

Enterprise Management Consulting Work Management Marketing Management 115

Martech

JANUARY 17, 2024

Marketing technology is a big investment for businesses. Implementations can be scrapped at any time Let’s say your business signed a contract for a new marketing platform. The incumbent IT team had signed a two-year contract for Marketing Cloud. And the messages about benefits have to trickle down to their teams.

Tips 110

Tips Lead Ranking Paid Search Agency Urgency Marketing 110

Martech

OCTOBER 9, 2023

Persuasion is at the heart of so much of what we do as marketers, no matter which channel we’re working in. As marketers, we can be most effective when we understand why we humans do what we do and use that information to help our customers make decisions others make on matters that concern us. This is a must.

Marketing AI 137

Marketing AI Marketing & Strategy eCommerce Banners 137

Martech

SEPTEMBER 27, 2023

One of the things I love about my work is reading through the various research reports available. They provide great insight into the market and help me as I continue to advise my clients. So, I was pretty excited when MarTech released its 2023 Replacement Survey. What is getting voted off the island?

Peer-to-peer 116

Peer-to-peer Marketing Automation Services Work Management Custom Publishing 116

Martech

JANUARY 17, 2024

” Tara DeZao, product marketing director for adtech and martech at Pega, was reacting to the news that Google had finally begun phasing out third-party cookies. Are marketers finally ready for this? “I think brand marketers are sort of biding their time — let’s not panic until we need to,” DeZao agreed.

Advertising Agencies 138

Advertising Agencies Ad Exchange Paid Search Agency Marketing Proposals 138

Martech

NOVEMBER 20, 2023

The language model is based on content from MarTech embedded on top of ChatGPT. The editors of MarTech selected this response for its usefulness and have supplemented it with additional relevant content. I am the first generative AI chatbot for marketing technology professionals. I am trained with MarTech content.

Enterprise Management 118

Enterprise Management Marketing Management RFI RFP 118

Martech

DECEMBER 13, 2023

He also has one of the more unusual and interesting career paths of any marketing SME I’ve ever spoken to. Q: Did you start out wanting to be in marketing? When I got to college, I was thinking about going into chemical engineering, but I ended up getting a bachelor’s degree in geology. I know how things work.

SME 108

SME Custom Publishing Customer Surveys Landing Pages 108

Martech

FEBRUARY 28, 2024

B2B marketing has become overly focused on measurement and attribution, appearing and claiming to be more science than art. Investors, boards and leadership expect marketing growth to be measurable, predictable and projectable. But the truth is that marketing is not a hard science. Now, marketing needs to show ROI quickly.

Lead Gen 141

Lead Gen Top of Funnel Demand Generation Agencies B2B Marketing 141

Martech

OCTOBER 23, 2023

Digital transformation can mean many things to marketers and organizations. It all depends on a business’s digital maturity and the strategic goals the transformation is intended to achieve. Our list of experts includes a wide range of voices that speak to the effects that new digital technologies have on organizations at all levels.

Digital Transformation 124

Digital Transformation Enterprise Management B2B Thought Leadership Work Management 124

Martech

MAY 21, 2024

While well-executed creative briefs still serve as a solid foundational tool for today’s marketers, they unfortunately require one thing in short supply with marketers: time. There is a growing need to complement this approach with more dynamic and conversational approaches. Making room (and time!)

Creativity 100

Creativity Paid Search Agency Conversion Advertising Agencies 100

Martech

FEBRUARY 15, 2024

Artificial intelligence (AI) has come a long way over the past decade, from early chatbots to today’s virtual assistants that integrate with multiple applications to “learn” about us. This article chronicles my experiences building various AI tools to assist with business functions and looks at what’s in store for marketers.

Marketing AI 123

Marketing AI Paid Search Agency Marketing Proposals Ideal Customer Profiles 123

Martech

DECEMBER 21, 2023

This article outlines four steps essential to undertake at the start of your go-to-market effort before you even mention your product. They are the basis of a powerful GTM plan that builds unmatched market impact and unlimited revenue potential. Make sure all employees know the plan. Which channels should you use?

Ideal Customer Profiles 108

Ideal Customer Profiles Marketing Analytics Tools Product Paid Search Agency 108

Martech

MAY 17, 2024

It’s going to transform B2B sales and marketing, right? But here’s the wet blanket: If AI adoption was as straightforward as these posts suggest, why does nearly everyone find themselves with a case of the hives when they think about it? All AI solutions have a notably “vanilla” sense of the world. You’ve been on LinkedIn.

Marketing AI 124

Marketing AI Generation B2B Lock-In 124

Martech

MAY 24, 2024

They included new Einstein Copilots for marketers and merchants and Einstein Personalization. To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO Marketing Cloud. ” They’re not copying the data from Data Cloud, Jania confirmed.

Personalization 113

Personalization Marketing AI Ideal Customer Profiles Acquisitions 113

Martech

APRIL 22, 2024

A lot of our very big enterprise customers are very concerned about using generative AI without understanding how it was trained,” Adobe chief strategy officer Scott Belsky told TechCrunch last year. This has created a big marketing problem for Adobe and potentially a big legal problem for Firefly’s users. But we don’t know that.

Marketing AI 116

Marketing AI Training Tools Copyright 116

Martech

SEPTEMBER 22, 2023

This is Part 3 of a four-part series on how AI will be infused into marketing automation platforms. CRM and marketing automation platform (MAP) vendors are embedding genAI capabilities into their existing applications, and so are Microsoft and Google in their general-purpose productivity suites, Office and Workspace. Register free.

Digital Asset Management 121

Digital Asset Management Marketing AI Marketing Automation Services Enterprise Management 121

Martech

JANUARY 30, 2024

“Email marketing is continually changing — not because the technology is changing, but because of consumers, their expectations, and how they use email changes. As marketers, we need to adapt to that.” ” The master class is aimed at email marketers with one or two year’s experience under their belts.

Class 121

Class Email Marketing Bundling Advertising Agencies 121

Martech

MAY 16, 2023

AI applications and generative AI tools are becoming more widely available to marketers , but are marketers ready for them? Do they have the skills needed to adopt this technology and take full advantage of its capabilities? They can help you write faster, they can improve SEO in fact.”

Marketing AI 128

Marketing AI Planning Paid Search Agency Work Management 128

Martech

DECEMBER 27, 2023

To stand out and build lasting connections, you’ll need to make them as personalized as possible. Even if you go this way, mind that it’s important to keep a human touch in your marketing and sales communications while optimizing your processes. Yet, sometimes it takes a lot of failures before you find the right balance.

Email Marketing 131

Email Marketing Marketing Management Salesforce.com Deliverability 131

Martech

FEBRUARY 7, 2024

Well, that was in 1996, and as you can imagine, a few years later, they could no longer fight it because the world had changed. But I know there’s no way to stop progress, so we must be agile and adapt the way we’ve always worked. If all your marketers do is spit out the same thing repeatedly, they’re not adding much human value.

Marketing AI 122

Marketing AI Paid Search Agency Cross-Selling Ethics 122

Martech

DECEMBER 26, 2023

Marketers will improve customer experience in 2024 so brands can remain competitive and demonstrate to customers that they matter. Instead, look for AI-augmented systems to help make experience and service more efficient for marketers and agents. Every year the bar gets raised.

Marketing AI 145

Marketing AI Paid Search Agency Marketing Analytics Tools CMO 145

Martech

JUNE 16, 2023

One of the things I enjoy the most about my job is how much I learn from my clients and colleagues. Much of what I write about is an amalgamation of all of those learnings, thoughts, discussions and experiences which have turned into deliverables for our clients. Remember that he was not saying marketing should do this.

Planning 128

Planning Deliverability Advertising Agencies Thought Leadership 128

Martech

APRIL 3, 2024

Thanks to its recent IPO, social media platform Reddit is a hot topic in many circles, including marketing. To help you understand the platform and determine if it’s a good channel for you to use, here is our marketer’s guide to Reddit. billion DAU across all apps in January 2024. What is Reddit? 44% of U.S.

Mobile Advertising 96

Mobile Advertising Social Media Aggregators Communities 96

Martech

JUNE 22, 2022

There are many reasons marketing technology fails to deliver on its promise. What follows is a way to be sure you’re prepared. In 2020, Real Story Group managing director and analyst Jarrod Gingras wrote about martech vendor bullying. During my three decades of working in martech I have seen quite a bit of these.

Work Management 124

Work Management Marketing Automation Services Marketing Management Vendors 124