Category Archives: Marketing Technology

Why ‘modelers,’ the data experts in marketing technology, are so needed now

It’s in how they think compared to other roles in the marketing team that makes them incredibly valuable Rodric Bradford on September 4, 2020 at 10:43 am Martech expert Scott Brinker has developed a taxonomy of the roles within marketing and marketing operations. It’s known as the “5 Ms”: managers, marketers, maestros, makers and modelers. … Continue reading Why ‘modelers,’ the data experts in marketing technology, are so needed now

Replay: MarTech Live explores the many minds of marketing technologists

For our first session we invited perhaps the most influential marketing technologist in the space, Scott Brinker, founder of chiefmartec.com and VP Platform Ecosystem at HubSpot. Kathy Bushman on August 28, 2020 Scott Brinker of MarTech Conference, HubSpot and Chiefmartec At MarTech Today, we create content for marketing technologists, the superheroes of modern marketing that … Continue reading Replay: MarTech Live explores the many minds of marketing technologists

Martech stack documentation is vital, here are some tips to do it right

By maintaining documentation, important details are shared more easily and less likely to fall through the cracks. Steve Petersen on August 25, 2020 It’s important to maintain documentation about a martech stack. Stacks typically have dozens of components used by dozens of people, and keeping track of everything is tough. By maintaining documentation, important details … Continue reading Martech stack documentation is vital, here are some tips to do it right

Martech practitioners must leverage interdepartmental interactions

We participate in coalitions and teamwork to succeed, so technologists need to identify and foster interdepartmental collaborations to excel. Steve Petersen on July 6, 2020 Managing marketing technology doesn’t happen in a vacuum. As a hybrid specialty spanning both technical and business realms, practitioners interact with multiple departments other than marketing and IT during their … Continue reading Martech practitioners must leverage interdepartmental interactions

Martech Spotlight: How Kenshoo does digital commerce ad management

At a time when digital commerce is more important than ever, we’re profiling vendors that help retailers scale their ads on e-commerce marketplaces. Pamela Parker on June 11, 2020   Kenshoo Ecommerce combines holistic measurement of Amazon Advertising activity, retail analytics and product-driven data with optimization technology. Advertisers have access to product-driven campaign management at … Continue reading Martech Spotlight: How Kenshoo does digital commerce ad management

How user stories and design thinking can make us better martech buyers

Tony Byrne, founder of Real Story Group, lays out a more agile way to purchase in his Discover MarTech keynote. Henry Powderly on April 28, 2020 Just because Scott Brinker’s newest version of the Marketing Technology Landscape looks like a Map of the Seven Kingdoms, don’t hack through it like a White Walker pillaging Westeros … Continue reading How user stories and design thinking can make us better martech buyers

Training, support duties stand out in marketing technologists’ list of responsibilities

MarTech Today’s 2020 Career Survey shows 91% of MOPs professionals — the Operations Orchestrators — own training and support tasks as well as workflow and processes. Amy Gesenhues on April 23, 2020 If you asked more than 200 marketing technologists to list their primary responsibilities, you’d think “operating marketing technology products” would be a more … Continue reading Training, support duties stand out in marketing technologists’ list of responsibilities