Persona-based UAT tests real user journeys, not just individual channels — helping martech teams deliver seamless, customer-first experiences. Steve Petersen on August 8, 2025 User Acceptance Testing (UAT) plays a critical role in modern marketing technology, but testing only isolated touchpoints — like a website or SMS channel — means missing the whole journey. … Continue reading The hidden power of persona-driven UAT in martech success
What separates martech outperformers from the rest? New research reveals how lean, focused stacks drive strategic results. Frans Riemersma on June 4, 2025 “Stack follows strategy” is a well-known mantra. But how do you actually do it? Many teams claim it’s the right approach, but few can describe what the approach looks like in … Continue reading 3 steps to align your stack with strategy
A new report finds full-stack marketers need more help from tools and leadership. Mike Pastore on June 3, 2025 Full-stack marketer is an increasingly common term for marketing professionals who combine various marketing disciplines into a single skill set. But these Swiss Army knives of modern marketing say the lack of clarity from leadership … Continue reading Full-stack marketers need support at the organizational and technological levels
Does having different teams work in disparate applications do more harm than good? Mike Pastore on May 19, 2025 As you likely know, there are now 15,384 martech solutions on the market, thanks to an update earlier this month to the annual census taken by Scott Brinker and Frans Riemersma as part of their … Continue reading Have we point solution-ed ourselves into martech madness?
20% of your tools drive 80% of your results, but how do you determine which tools they are? Gene De Libero on August 14, 2024 This is the second part of a series on using the 80%/20% rule to get the most from your martech stack. The first part is here. The Pareto Principle … Continue reading 7 strategies for getting the most from your martech stack
