May 2019

Back in the early days of martech, there was an apocryphal statistic that most marketers only used about 15% of the capabilities of their marketing automation systems. (I heard this stat thrown about for years, but googling suggests that SiriusDecisions published it officially in 2013.) Marketers would buy these sophisticated tools, but then just keep pumping out the same old batch-and-blast emails to their entire list. A research study in 2015 showed that, even years …

Martech stack utilization is a misguided metric (when it’s disconnected from value) Continue Reading »

In my never-ending quest to bring martech nerdiness to new heights — or depths — I played around with a few of these “adaptations” of Shakespeare on LinkedIn and Twitter a couple of weeks ago. Not exactly in iambic pentameter, I’m afraid. Enough people seemed amused that I decided to post them here. My apologies to the Bard. (And to you, dear reader.) (Yeah, I’ve been thinking a lot about platforms and integrations in martech …

#ShakespeareSunday #MarTech Edition Continue Reading »

Christopher Douglas runs the Triangle Marketing Club, an energetic community of marketers (and students planning to become marketers) in Raleigh, North Carolina. He’s one of those dynamic “connectors,” always bringing people together and enthusiastically plumbing helpful intersections between them. Last year, he invited me to speak to their group about the 5 disruptions to marketing that I believe are changing marketing as we know it — and to partake in some absolutely delicious fried chicken. …

An intimate evening discussion about five marketing disruptions (video) Continue Reading »