Marketing Management

We’re only six weeks away from MarTech Europe in London, November 1-2, and I’m thrilled with the program — an incredible roster of speakers bringing deep insights and experience across the intersecting fields of marketing, technology, and management. I’m excited to give you a preview of what the conference will deliver, but first… If you like what you read below and want to attend, register before September 30 in order to receive the “beta” discount …

MarTech Europe preview: here’s what to expect in 6 weeks Continue Reading »

“Medicine, law, business, engineering — these are noble pursuits and necessary to sustain life,” declares Robin Williams’ character, John Keating, in the movie Dead Poet’s Society. “But poetry, beauty, romance, love — these are what we stay alive for.” With the latest data from a study on effective personalization by the CEB, I’d riff on that: Data, technology, strategy. These are necessary elements to make personalization function. But people — the importance placed on developing …

High-performing marketers emphasize people over data, technology, strategy Continue Reading »

We’re now less than two months away from MarTech Europe, which will take place in London on 1-2 November, and my anticipation is building. The high-velocity exchange of ideas and experiences at MarTech always teaches me so much about the rapidly evolving practice of marketing technology in B2B and B2C organizations. Above is an overview of the agenda, which features 25+ sessions — one more special, closing session to be announced soon — covering a …

MarTech Europe is just 2 months away, don’t miss out Continue Reading »

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 technology bets to make? As they make those bets, how do they maximize their value? How do they recruit, hire, …

Marketing technology as a strategic asset and executive unicorns Continue Reading »

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 are. But we’re witnessing a geological shift in the structure of the marketing industry. And the latest data from a …

The Great Marketing Migration Continue Reading »

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 to accelerate, and as this latest study reveals, understanding how to manage marketing technology has become one of the most …

MarTech Europe agenda posted — alpha rate expires next week Continue Reading »

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 state of martech and adtech. They surveyed 532 marketers, in both the US (174) and Europe (358), across a wide …

Martech and marketing technologists go mainstream — 3 key stats Continue Reading »

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 technologies and unleash them to make marketing run better. As I’ve noted before in this piece on What Marketing Technologists …

Where unicorns come from — feeder roles for marketing technologists Continue Reading »

Let me start by saying that if you get the joke in the above tweet — even if you don’t find it a particularly good joke — you have marketing technologist street cred. This story starts with a post I read by Dave Gerhardt, the head of marketing at Drift, which I had seen circulating on Twitter, stirring the content marketing pot: Why We’re Throwing Out All Of Our Lead Forms And Making Content Free. …

The radical NoMQL movement in content marketing Continue Reading »

Because I’m a rambling blogger and not a professional journalist, I’m going to bury the lede — that a recent Gartner report shows larger companies spending more on marketing technology than advertising this year — but I promise to get to it eventually. (Actually, I guess with this disclaimer I didn’t bury the lede. But I digress.) Gartner recently released their CMO Spend Survey 2015-2016, and, of course, I immediately turned to the page on …

Whoa: marketing technology budgets are now surpassing advertising Continue Reading »