By Elissaveta M. Brandon November 15, 2022 You’re in a shoe store, trying on a pair of Nikes. The vendor is going on about how great the shoes are, but you’re not convinced, so you walk out empty handed. Sometime later, that same vendor pops up out of nowhere in the supermarket. “I’m just … Continue reading Would you let a real-life vendor stalk you like an Instagram ad?
What you should be asking the DEP vendor can depend on your business use case. Pamela Parker on October 7, 2022 If you’ve decided a digital events platform makes sense for your business, spend time researching individual vendors and their capabilities by doing the following: Make a list of all the DEP capabilities you currently … Continue reading 30 questions to ask a digital events platform vendor
The market is quickly evolving, as modern marketers demand integrated marketing functionality that rapidly translates into bottom-line return. Pamela Parker on January 23, 2022 Marketing automation software can improve marketing productivity and increase lead quality. Here’s what you need to know before adopting a marketing automation platform. Marketing automation is the use of software and … Continue reading What are marketing automation platforms, what do they do, and how is the vendor landscape changing?
Empower your team to push back and avoid long-term consequences of making bad technology decisions. Jarrod Gingras on January 21, 2022 Let’s say you work in martech for a large, well-known enterprise. It’s a global firm, a recognized brand. Ideally, you’d want to follow a structured, test-based approach for how you bring new technology into … Continue reading Real Story on MarTech: Beware of vendor bullying
If left unaddressed, marketing technology zombies can create an increasing drain on your resources—and staff morale. Tony Byrne on January 14, 2022 In the wake of the first dot-com bubble bursting twenty years ago, Forbes published an excellent piece called “The Undead.” It profiled some struggling enterprise software vendors sitting on large piles of cash … Continue reading Is that vendor a zombie?
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
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
Identify exact capabilities needed before vendor selection or renewing contract Rodric Bradford on December 2, 2020 Up until around March this year, marketing and selling to business accounts didn’t just take place online. There were conferences, trade shows, in-person meetings and demos. Over the last few months, the emphasis has, of necessity, shifted to digital … Continue reading How marketers can identify the right ABM vendor
Vendors providing identity resolution tools run the gamut from giant publicly-held companies to smaller pure-play venture-funded providers. Pamela Parker on May 26, 2020 The enterprise identity resolution platform market is crowded with pure-play platforms, large data firms and credit reporting companies. Identity resolution is a capability that many martech ecosystem platforms provide incidentally, but not … Continue reading Who’s who in the identity resolution vendor landscape?
Amity Kapadia — September 25, 2019 Follow @amitykapadia If you’re shopping for affiliate software and are a bit lost on how to vet a vendor, you’re in luck, we can help in your search for the best affiliate marketing partner. Even the most seasoned marketer can be overwhelmed when it comes to adding new technologies … Continue reading Affiliate Software Search: How to Select the Best Vendor
