Month: March 2017

Microsoft shares their marketing stack in the Stackies, and it’s awesome

I am enormously grateful to every company that participates in the annual Stackies Awards, sharing a single slide illustration of their “marketing stack” — the collection of software that powers their marketing organization. The best ones do more than just namecheck tools they use. They visually explain the strategic thinking and organizing principles behind their stack, revealing valuable insights into modern marketing technology management. Thanks to the generous transparency of all those who contribute their …

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Microsoft Marketing Technology Stack

Blockchains as a new kind of quantifiable brand equity?

The following is a follow-up guest post by Jeremy Epstein, CEO of Never Stop Marketing, to his previous articles on blockchain marketing, blockchain brand promises, and blockchain brand “logos”. Jeremy currently works with several of the leading companies in the blockchain and decentralization space. How do you measure “brand equity” today? Perhaps some analysis of awareness, recall, etc. Google it, and you’ll see plenty of suggestions. But unlike something such as Net Promoter Score, there’s not a clear definition …

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Blockchains as Brand Equity

Mastering modern marketing technology leadership over 2 intense days

We’re only 7 weeks away from the MarTech conference in San Francisco, May 9-11. This will be the biggest and best one yet, with 70+ sessions, 100+ speakers, 100+ exhibitors and sponsors, and 2,500+ marketing and marketing technology leaders gathering together to meet, learn, and be inspired by each other. If you’re working the intersection of marketing, technology, and management, this event has been lovingly hand-crafted for you — and I’m eager to give you a …

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MarTech Conference

THE HACKIES: DIY marketing data warehouse recipe

This article is a guest post by Alex Sirota of NewPath Consulting. It was entered into The Hackies essay contest for the upcoming MarTech conference. Like it? You can register your vote in the contest by sharing it on social media, especially LinkedIn, Facebook, and Twitter. Let’s use Amazon Web Services Relational Database Service (AWS RDS) to create a cloud based relational database system! AWS RDS is a cloud platform that makes it easier to …

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DIY marketing data warehouse

THE HACKIES: The case for a cloud-enabled business advisor

This article is a guest post by Alex Sirota of NewPath Consulting. It was entered into The Hackies essay contest for the upcoming MarTech conference. Like it? You can register your vote in the contest by sharing it on social media, especially LinkedIn, Facebook, and Twitter. In Out of the Crisis, page 121, Dr. Edward Deming states: The most important figures that one needs for management are unknown or unknowable, but successful management must nevertheless …

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Cloud-based Data Sources

The rise of the marketing data lake

The following is a guest post by Doug Kessler, co-founder and creative director of the B2B marketing agency Velocity. They worked closely with Informatica, one of their clients, to produce educational content on marketing data lakes, including a book by Franz Aman and Anish Jariwala. It’s some of the best writing on the topic that I’ve come across. It’s way too late to call the rise of the marketing operations function. But as the role …

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The Marketing Data Lake

6 of 14 rules for marketing like a billion-dollar martech unicorn

The following is a guest post by Jeremy Epstein, CEO of Never Stop Marketing. He served as VP marketing at Sprinklr as the company grew from 30 people and a valuation of $20 million to 1,400 employees, valued at over $1.8 billion. The following is an excerpt of his new whitepaper, 14 Rules for Successful High-Growth Marketing. A “unicorn” company is one that achieves a private market valuation over $1 billion dollars. Growing as quickly as …

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Marketing Like a Martech Unicorn

9 interview hacks for being the most memorable martech candidate

This guest post by Erica Seidel is part of a regular column she writes, Ask the Martech Recruiter. Erica runs The Connective Good, a retained executive recruiting firm that helps companies land leaders in martech, marketing, digital strategy, analytics, and market research. Dear Erica, I am interviewing for a martech job this week and I really want it! But the competition is stiff. How can I make myself more memorable in the interview? Thanks, Carla, …

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Being a Memorable Martech Candidate

THE HACKIES: 5 tips and tricks for securing your marketing technology

This article is a guest post by Chris Spears of Arke Systems. It was entered into The Hackies essay contest for the upcoming MarTech conference. Like it? You can register your vote in the contest by sharing it on social media, especially LinkedIn, Facebook, and Twitter. Just like it was time for the CMO to work with the CIO, it’s time for the CMO to work with cybersecurity. It’s becoming a more pressing issue as …

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Tips & Tricks for Securing Your Marketing Technology

Why the false dichotomy between adtech and martech is dysfunctional

Would you agree that advertising is one facet of marketing? Yes? Okay, then advertising technology (adtech) is naturally one facet of marketing technology (martech). If you like diagrams, you can visualize adtech as a small circle contained entirely within a larger circle of martech. Adtech is a subset of martech. But for years, people have been propagating the notion that adtech is a field separate from martech. In diagram form: two circles that don’t even …

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Adtech vs. Martech

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