Marketing Management

What can marketers learn from software developers to harness — rather than struggle against — the dynamics of a digital world? I made a passing reference to this when announcing the upcoming MarTech conference, but I’m excited to make it official: I’ve written a book called Hacking Marketing that will be published by Wiley next month, to be released on March 21, and I’m very eager to share it with you. My goal was to …

Hacking Marketing: Rethinking Marketing Management in a Software World Continue Reading »

The following is a guest post by Mayur Gupta, a pioneering chief marketing technologist and author of the Inspire Martech blog, who is now a senior vice president and head of digital at HealthGrades. Mayur is also on the board of advisors for the MarTech conference, and he will be one of our featured speakers at the San Francisco event, March 21-22. Check out the MarTech agenda and save $500 on registration before January 9. …

How marketing technology could transform healthcare Continue Reading »

Welcome to 2016! This is going to be a terrific year for marketing technology — and marketing technologists. As I pseudo-predicted last month, I believe this will be the year that we see significant “mainstreaming” of a wide range of marketing technologies — a lot more companies are going to be leveraging more advanced martech capabilities in their day-to-day operations. Martech is crossing the chasm. And the innovators and early adopters who preceded them? They’ll …

Check out the next MarTech agenda and save $500 this week only Continue Reading »

Wow, you can’t scroll a mobile screenful on Twitter these days without hitting at least three predictions for 2016. I’ve got a few bubbling in the back of my head — my recent posts on the 5 stages of maturity in marketing technology categories and the race for the #1 and #2 marketing technology brands give some hint to what I think the year ahead may bring. But there’s one marketing tech prediction I can …

Best. MarTech. Ever. Coming this March in San Francisco Continue Reading »

The following is a guest post by Ashu Garg, general partner at Foundation Capital. Disclosure: they invested in TubeMogul, which is mentioned in this article, as well as other adtech and martech companies. The evolution of marketing technology has come a long way this year. When I first published MarTech and the Decade of the CMO — the white paper that predicts the 10x software revolution that is coming to marketing — CEOs were just …

5 big martech challenges that marketers will face in 2016 Continue Reading »

We just wrapped up the first ever MarTech Europe conference, and my head is still spinning from everything that was packed into those two days. But I’m eager to share some of the key takeaways I had from the event with you, while they’re fresh in my mind. First though, let me say THANK YOU to all the amazing speakers who graciously gave their time and insight. I’m humbled by and grateful for your brilliant …

Here’s just a taste of what transpired at MarTech Europe this week Continue Reading »

I’ve been thinking a lot about the parallels between marketing and software development lately. Certainly there is a tremendous amount of marketing software that marketers are applying in their profession. But the relationship between these two fields has become more entangled than that. The illustration at the top of this post is a sketch of two models, each a Venn diagram of three overlapping spheres. On the left is the world of marketing. Its foundation …

The intersection of marketing and software comes to life in London Continue Reading »

Is the “integration” challenge of marketing technology really our top obstacle? There are two studies that I’ve come across in the past couple of weeks that have caused me to wonder if integration has become a bit of a red herring for marketers who are wrestling with the much more hairy, vicious, pointy-toothed beast of digital transformation. The chart at the top of this page is from a brand new report by Ascend2, Informatica, and …

Integrating marketing technologies? That’s the easy part Continue Reading »

As I prepare for the MarTech Europe conference coming up in a few weeks, I’ve been thinking about “digital transformation” — a topic that is entwined in the evolution of marketing, even though it’s much, much bigger than just marketing. Digital transformation is about reimagining a business in the digital world. Or, if “reimagining” is too grand a vision, a more modest interpretation is simply: trying to survive in a digital world. But while “digital” is …

The 5 digital dynamics that are transforming marketing Continue Reading »

One of the arguments I sometimes hear is that the role of marketing technologists has a limited future because, eventually, every marketer will be a marketing technologist. I’m usually skeptical of those assertions because I know so many marketing technologists who have deep technical skills — such as systems architecture and software engineering — that (1) take a significant investment to acquire and (2) don’t seem necessary for most marketers to possess. I’m a big …

Marketing technologists, growth hackers, and regression to the mean Continue Reading »