August 2020

Bending Martec’s Law: 2020 has taught us we’re more agile than we thought

Holy cats, 2020 has been a crazy year. And it’s not over yet. (cringe) But for all the terrible things this year has besieged us with, it’s also revealed something encouraging. We — as individuals, but perhaps more remarkable as organizations — are capable of adapting to change on a much faster time scale than we previously expected. “Digital transformation” has been a hot topic for at least a decade. For companies at any real …

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Bending Martec's Law

Watch the first episode of The Martech Show now: Why so many martech solutions?!

We’ve shipped our first episode of The Martech Show — our new hybrid webinar-podcast series “where marketing and technology collide.” A big thank you to my two guests: Jeff Eckman of Blue Green, our collaborators on the ever-expanding martech landscape, and to Anita Brearton of CabinetM, our sponsor for this episode. Our ovearching topic was “Why the $#@! are there 8,000 martech solutions?” Jeff covered the latest updates to the still-growing Martech 5000 database — after …

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The Martech Show Episode 1

The larger your martech stack, the better your marketing performance? Maybe

I recently talked with Benjamin Bloom, senior director analyst for marketing technology and emerging trends at Gartner, around a report he recently published on Marketing Technology Drivers of Genius Brand Performance. (There’s a summary of the report in a blog post Ben wrote, Few “Genius” Brands Successfully Integrate Best-of-Breed Solutions Into a Cohesive Martech Roadmap.) “Genius” in this context is a Gartner-specific definition. They’ve developed the Gartner Digital IQ Index to benchmark the digital performance …

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Gartner Digital IQ vs. Martech Stack Size

Announcing The Martech Show: Pilot episode on August 21 at 11am ET — join the live studio audience

Pop quiz, hot shot. You find yourself with a ton of important martech topics to cover, an amazing roster of talented leaders eager to address those topics with their peers, and no venue to gather them together with the broader martech community. What do you do? (An aside: I thought the sequel to the movie “Speed” should have been “Speed and Scale.”) Answer: Why, like everybody else stuck in their basement, start a podcast! Well, …

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How marketing operations and martech professionals use “no code” tools

I’ve been on the trail of “no code” martech these past couple of weeks, covering event-triggered marketing automation as a no code programming paradigm and mapping a partial taxonomy of over 75 no code tools. I also ran an impromptu survey of no code usage with readers, the results of which I’m sharing here. Given that my audience is mostly marketing operations and martech pros — and the savvy CMOs who love them — the …

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Uses for No Code Tools in Martech and Marketing Operations

3 overlapping patterns of “no code” martech and the rise of marketing makers

I’ve been fascinated with the rise of citizen developers in marketing empowered by a rapidly expanding landscape of “no code” tools for several years now. Momentum is growing, and while there’s some philosophical debate to be had around what is or isn’t a “no code” tool — versus any app that lets you create things without breaking into raw JavaScript or HTML5 — there’s no denying that the capabilities that marketers have at their fingertips …

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3 Patterns of "No Code" Martech Tools

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