6 questions with the CMO of Salesforce ExactTarget

Woodson Martin

In conjunction with the Connections conference this week for the Salesforce ExactTarget Marketing Cloud — which is a terrific product, but that’s a multisyllabic mouthful of a brand name — I had the privilege to do a Q&A with Woodson Martin, the CMO of that product. We covered a range of subjects, from how Woodson […]

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A call-to-arms for The Agile Era of business management

Growing Up Fast: Agile Management Practices

There are many posts, articles, and presentations about “agile marketing” out there — I’ve contributed my fair share — that dive into the process of agile management methodologies (mostly adaptations of Scrum). They’re good patterns for implementation — when you’re ready to dig in at that level. There are also plenty, plenty of high-level remarks […]

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Marketers regularly use over 100 software programs

Ambient Marketing Software

A lot of people look at my marketing technology landscape graphic and protest, “There’s too damn much software in marketing!” To many, it’s inconceivable that a marketer would ever be able to manage working with more than a handful of software products — and ideally, they’d work with just one. But I believe this overlooks […]

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Aetna’s team of marketing technologists: don’t call them shadow IT

Joseph Kurian, Chief Marketing Technologist at Aetna

The roles of marketing technologists — including senior chief marketing technologists — still have high variance from one organization to another. In some, they are solo operators, serving as diplomats, translators, and expeditors between technical and marketing teams. In others, they run small teams under the label of something else, such as marketing operations or […]

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7 videos from the inaugural MarTech of August 2014

Inaugural MarTech Audience

Want to get a glimpse of what the inaugural MarTech conference was like? We recorded 7 of the sessions on video, and after a little editing, we’ve released them on YouTube to share (if you’re reading this in email, click here to watch on the website): Opening remarks on martech, oxymorons, and bad-ass unicorns My […]

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Predictive analytics and customer experience can be a dangerous mix

Algorithms vs. Customer Experience

Two trends, each racing forward, that have the potential for disastrous collisions: The need for truly customer-centric organizations in a fully connected world. The use of algorithms, predictive analytics, and big data to optimize everything. In many cases, these can be synergistic. But some are train wrecks. I experienced just how badly those two things […]

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5 lies Westin told me at Content Marketing World

Westin Lies About Deposit

I’m here at Content Marketing World in Cleveland tonight. Actually, that’s not true. I’m more than an hour outside of Cleveland at some rundown, roadside motel, having been bussed here by the hotel I was supposed to be staying at tonight, the Westin Cleveland Downtown. You know, as a hotel, your core brand promise is […]

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Agile marketing? That would never work here

Agile Marketing at Conversion Summit

I’m writing this in Frankfurt, where I was honored to be one of the keynote speakers at André Morys’ Conversion Summit, a yearly gathering of several hundred conversion optimization professionals in Germany. My topic was agile marketing, one of my favorite. After 7 years of working in the conversion optimization space, I’m convinced that adopting […]

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The revolution will not be advertised: HubSpot files for $100 million IPO

Dharmesh Fireside Chat at MarTech

This week, HubSpot filed for a $100 million IPO. As a “marketing technology” story, that’s remarkable enough at face value. There have been only a handful of pure martech companies that have made it from a start-up dream to a publicly-traded company. It’s an extraordinary accomplishment in a crowded space. Their IPO will provide further […]

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5 things that amazed and inspired me at #MarTech

Marketing Technologists at MarTech

Wow. Where do I begin? The inaugural MarTech conference that took place last week was, at least for me, nothing short of an extraordinary experience. I am so immensely grateful to all of the speakers, sponsors, producers, advisors, and — above all — attendees who came together for two special days to celebrate the epic […]

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