SDL’s CMO on data-driven decisions, marketing and IT, and customer experience

Paige O'Neill

In today’s Q&A, I had the privilege of hearing from Paige O’Neill, the CMO of SDL, one of the top providers of customer experience management (CXM) software. Paige has had extensive experience across the marketing technology landscape, and it was fascinating to hear her perspective on how it’s changed — and is still evolving. Can you […]

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Over $21.8 billion of funding for marketing technology

Marketing Technology Funding September 2014

Hold on to your butts: there’s been over $21.8 billion of venture capital and private equity invested marketing technology companies. And that doesn’t include money raised from public offerings, M&A deals, or untracked investments from angels, friends and family — or the hundreds of companies who weren’t included on my landscape (as I always disclaim, […]

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Point/counterpoint: how big is the martech market?

Point/Counterpoint: How Big is the MarTech Market?

We’re going to try something different here. Louis Gudema, the president of marketing consultancy revenue + associates, submitted a guest post to me with the contrarian (?) viewpoint that marketing technology is not as big of a market as some claim. He mostly takes issue with the “market opportunity” stated in HubSpot’s recent S-1 filing […]

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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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