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 […]

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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 […]

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Key to agile marketing success? Integrating traditional practices

The Agile Marketer

Last month, I was delighted to have Roland Smart, VP of Social & Community Marketing at Oracle, author of the terrific book The Agile Marketer, and co-host of the Marketing Agility Podcast, join me on chiefmartecTV for our episode on the myths & monsters of agile marketing. As a follow up, here’s a Q&A that […]

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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 […]

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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 […]

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chiefmartecTV: The myths & monsters of agile marketing

chiefmartecTV Episode 2: The Myths and Monsters of Agile Marketing

Yesterday we broadcast our second episode of chiefmartecTV on the topic of The Myths and Monsters of Agile Marketing. My special guest was Roland Smart, VP of Social & Community Marketing at Oracle, author of the book The Agile Marketer, and co-host of The Marketing Agility Podcast. If you’re getting the sense that Roland is […]

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2 terrific #MarTech talks on the rise of AI in marketing

Cognitive Marketing

One of the hottest topics in marketing technology today is the rise of artificial intelligence (AI), machine learning, and cognitive computing in marketing. If you’re wondering about the difference between those three terms, well, my feeble attempt at delineating them is this: machine learning is a subset of AI (which broadly applies to computers doing […]

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Think my marketing tech landscape is too big? It’s missing 1,900 firms

5,700 Marketing Technology Companies

Whenever I disclaim that my gigantor marketing technology landscape graphic is only a “representative sample” — that there are actually many more martech companies out there than I’ve been able to discover and include — I get the sense that most people consider it simply fine print. “Sure, Scott, you’re disclaiming that so as to […]

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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 […]

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Insights from the chief marketing technologist of an $18B firm

Marketing Technology-Enabled Capabilities Progression

Duane Schulz, chief marketing technologist at Xerox, is a marketing technologist’s marketing technologist. One of the true pioneers of this hybrid profession, Duane has forged a number of great marketing technology management practices at Xerox, a highly-distributed $18 billion company with over 100,000 employees worldwide — no small feat. I’m delighted that Duane graciously agreed to […]

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