Tag Archives: MarTech

Martech + Ad tech, Part 1: The tools to transform insight into action

Navigating the convergence of martech and ad tech isn’t for the faint-hearted, but contributor Jose Cebrian describes the possibilities now arising. Jose Cebrian on June 18, 2018    Every marketer knows how important it is to collect data and use it to inform strategies and analyze performance. But the collection and parsing of data is … Continue reading Martech + Ad tech, Part 1: The tools to transform insight into action

Is your customer the unifying thread? How to do martech right

How you approach martech is highly dependent on the thread that’s unifying all of your decision-making. Contributor Debbie Qaqish explains how this affects your chances of success. Debbie Qaqish on June 18, 2018   In 2011, I worked with a large tech firm on their martech stack. This was years before marketing operations (MO) was … Continue reading Is your customer the unifying thread? How to do martech right

Managing martech relationships: Partnerships and agility in marketing

Putting your martech strategy in place requires much more than technological know-how. Contributor Andy Betts explains how to forge partnerships both internally and externally. Andy Betts on May 7, 2018   In under a decade, we’ve seen the martech space explode in size, from just 150 solutions in 2011 to more than 6,800 as of … Continue reading Managing martech relationships: Partnerships and agility in marketing

Everything old is new again: How some traditional brands have used martech to support growth

The key to a successful transformation proves to be a focus on core values. Robin Kurzer on April 3, 2018     Every day we hear of more and more well-known traditional brands shutting their doors. There’s no shortage of thoughts as to why this is happening (retail apocalypse, anyone?), but in many instances, it’s a … Continue reading Everything old is new again: How some traditional brands have used martech to support growth

The future of retail is Generation Z-dependent — and martech is the way to reach them

Contributor Rohit Gupta outlines three steps retailers must take to evolve for the changing expectations of a new generation coming of age. Rohit Gupta on April 2, 2018    By now, it’s no secret that Gen Zs (born between the mid-1990s and the mid-2000s) value individuality, innovation and creativity above all else — especially when … Continue reading The future of retail is Generation Z-dependent — and martech is the way to reach them

3 tips to make every martech implementation a success

Implementing new marketing tools and technologies is no easy task. Columnist Mary Wallace shares three tips to ensure your next martech implementation is successful. Mary Wallace on February 1, 2018 Technology in marketing abounds. Marketers use tools to send emails, track customer and prospect engagement and save preference information for future use. But with the … Continue reading 3 tips to make every martech implementation a success

The CMO, martech and ‘marchitecture’: Messaging that matters to customers

What is a ‘marchitecture,’ and why should it be an essential part of your strategy? Columnist Jim Yu explains how it can bridge the gap between your technology infrastructure and your customers’ needs. Jim Yu on January 10, 2018   As CMOs enter 2018, the recurring theme (and need) to deliver a great customer experience … Continue reading The CMO, martech and ‘marchitecture’: Messaging that matters to customers

Is your martech stack keeping pace with changing customer behavior?

It’s hard to keep up with quickly evolving consumer behaviors. Columnist Kevin Bobowski believes marketers will need to adapt their martech stacks and deliver a better experience to meet rising expectations. Kevin Bobowski on October 24, 2017   In my previous article, I discussed the importance of delivering a great customer experience — and using … Continue reading Is your martech stack keeping pace with changing customer behavior?