Marketing technology as a strategic asset and executive unicorns

Marketing Technology as a Strategic Asset Contributors

Over the past several months, I collaborated with Lenati, a marketing strategy consultancy, on a series of interviews with senior marketing executives. Our goal was to learn how these leaders, from a variety of different industries and organizational sizes, addressed these four key questions on strategic marketing technology management: How do they decide which marketing […]

The Great Marketing Migration

Adtech and Martech Moving In-House

While there are numerous reasons why agency businesses are struggling today, the underlying gravitational pull they’re fighting is this: marketing is migrating in-house. That’s not to say that companies don’t still need or want help from external service providers. Or that there aren’t new and exciting opportunities in the services space. They do, and there […]

MarTech Europe agenda posted — alpha rate expires next week

MarTech Europe: Marketing. Technology. Management.

As summer enters its home stretch, it’s time to look forward to the fall — and the next MarTech Europe conference in London, November 1-2. And time to take advantage of the lowest ticket prices of our “alpha rate” — a 23% discount — which expires August 13. The pace of marketing technology innovation continues […]

Martech and marketing technologists go mainstream — 3 key stats

Marketing Technologists on the Marketing Team

The good folks at DataXu, in collaboration with market research firm MORAR and Withpr, have produced a fantastic quantative research study on the current state of marketing technology management: Modernizing the Mix: Transforming Marketing Through Technology and Analytics. You absolutely have to download this report — it’s a gold mine of insight into the current […]

Where unicorns come from — feeder roles for marketing technologists

Previous Roles of Marketing Technologists

The following is a guest post by Erica Seidel, founder of The Connective Good, a recruitment firm focused on marketing leaders with deep analytical and technical skills. Erica also serves on the advisory board of the MarTech conference series. Marketing technologists have burst onto the scene in recent years. These professionals can pinpoint the right […]

The radical NoMQL movement in content marketing

NoSQL / No MQL

Let me start by saying that if you get the joke in the above tweet — even if you don’t find it a particularly good joke — you have marketing technologist street cred. This story starts with a post I read by Dave Gerhardt, the head of marketing at Drift, which I had seen circulating […]

Whoa: marketing technology budgets are now surpassing advertising

Marketing Technology Stats from Gartner

Because I’m a rambling blogger and not a professional journalist, I’m going to bury the lede — that a recent Gartner report shows larger companies spending more on marketing technology than advertising this year — but I promise to get to it eventually. (Actually, I guess with this disclaimer I didn’t bury the lede. But […]

Keeping marketing technology integration in perspective

Top Challenges Marketers Face in 2016

I acknowledge: finding, learning about, and integrating new marketing technologies is a challenge for marketers today. But as a new report from Wrike shows — How Marketers Get Things Done: The State of Agile Marketing in 2016 — it’s not the top challenge. It’s fifth. And a good ways below the top challenge. The top […]

MarTech Europe 2016 call-for-speakers is now open

MarTech Europe Call-for-Speakers 2016

MarTech Europe is returning to London this fall, 1-2 November, and I’m excited to open up the call-for-speakers today. I’m always incredibly impressed by and grateful for the proposals we receive from experts and practitioners in this field. If you have a topic that you would like to present, please fill out our speaker application. […]

What can marketers learn from the sciences? Quite a lot

Gord Hotchkiss at MarTech: The Natural Laws of Strategy

Gord Hotchkiss has been one of my sources of professional inspiration for over a decade. One of the pioneers of the search marketing industry, Gord has always had a special talent for blending marketing savvy with broader social and scienfitic thinking in the face of disruptive technologies. He’s masterful at putting the quirks of modern […]