Martech

AUGUST 26, 2024

Like just about everything in marketing, B2B marketing is changing — and fast. So, we marketers need to get on board. Interestingly, this change in buying behavior has major implications for the role of the marketing function in the firm. Could be that marketing will enjoy an increase in power and influence in B2B?

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Martech

NOVEMBER 6, 2024

It’s a marketing coin. Stories are an indirect way of communicating a message using a narrative. They are often more memorable and engaging than other communication styles. This is why it makes perfect sense for marketers to harness the power of storytelling. Let’s flip a coin. He understands us and what we need.”

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Martech

OCTOBER 15, 2024

In a previous article, I outlined six core competencies for marketers working with marketing technology, including the first three: generalized system understanding , tool management and architecture vision. Determining how they fit within the overall marketing technology stack and architecture.

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Martech

SEPTEMBER 24, 2024

“Architecture vision” is the third of six core competencies marketers need to develop, and what is means for marketers. In previous articles, I discussed the first two of those competencies: generalized system understanding and martech tool management.

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Martech

JANUARY 6, 2025

Depending on their backgrounds, marketers may not be familiar with this structure. But working as a marketing consultant for the last few years, Ive been reminded about the importance of questions particularly the FAQ document. FAQs are instrumental in developing key messages that will guide internal and external communications.

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Martech

JULY 10, 2024

No marketing technology series would be complete without discussing the ever-important measurement of success or KPIs. Today, you would get no argument on the importance of building relationships with influencers across social platforms, as social media marketing ROI and KPIs have become well-established within strategic frameworks.

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Martech

APRIL 16, 2025

AI was a popular topic at the Spring 2025 MarTech Conference in late March. The three sessions were: Real-world marketers sharing real AI success stories with Kendall Davis, global head of display, Google; Channan Sawhney, global Amazon customer leader, Kenvue; and Sarah Weiss, vice president, head of marketing, Qvest.

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Martech

NOVEMBER 13, 2024

The decline of marketing as an influential business function is well documented. Among C-suite roles, chief marketing officers (CMOs) are the least likely to advance to the CEO spot and the most likely to be dismissed. The changing mandate for marketing leaders At the B2B Marcom Summit in Washington, D.C., and the U.S.

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Martech

OCTOBER 14, 2024

See more about how marketers are using MarTechBot here. The language model is based on content from MarTech embedded on top of ChatGPT. The editors of MarTech selected this response for its usefulness and have supplemented it with additional relevant content. I am trained with MarTech content.

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Marketing Click Through Rate Communications ROI 112

Martech

NOVEMBER 4, 2024

They are bringing entirely new behavioral patterns into the B2B buying process, and experienced marketers and sellers ignore this at their peril. Buyers expect digital-first and mobile-first communications The digital natives entering buying positions don’t care about how marketing has traditionally been done.

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Marketing Communications Audience Entertainment 132

Martech

JULY 26, 2024

C-level executives must understand its potential as a dynamic, always-on marketing engine that drives engagement, nurtures leads and fuels business growth. Here’s how to transform your website into a powerful marketing engine using advanced martech solutions and smart operational strategies.

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Martech

OCTOBER 1, 2024

This is my inaugural column for MarTech, and it’s great to be here. From T-shaped marketer to translator of business languages For more than 30 years, I was a marketer and communicator in large companies and agencies. Marketing, product development, IT, data science and HR are five examples.

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Martech

JULY 17, 2024

As companies scale, marketing leaders face increasing pressure to deliver results with limited resources while adapting to evolving market dynamics. Marketing must drive the transition from problem-market fit to product-market fit. Here’s why it matters and how it can be done.

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Marketing MarTech Communications 101

Martech

JULY 18, 2024

If there’s one sentiment that’s rising to the top among marketers and marketing ops, it’s “I’m tired.” You see it on X, read it on LinkedIn and hear it in communities, conversations and threads. Choosing the wrong tools, resources or vendors can harm brand reputation and market positioning.

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Marketing MarTech Communications Conversion 115

Martech

AUGUST 19, 2024

New technologies and changing buyer behaviors demand that marketers stay adaptable and innovative. For small teams, account-based marketing ( ABM ) simplifies targeting and maximizes budget impact. Targeted campaigns : Focusing on specific accounts ensures marketing efforts resonate with each client’s unique needs.

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Martech

APRIL 4, 2025

One of the interesting things about being a martech practitioner is the tendency to constantly evaluate and critique how organizations use marketing technology to engage with customers and prospects. While it was more of a customer experience (CX) issue than a pure marketing one, the implications for martech were undeniable.

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MarTech Communications Marketing Media 77

Martech

JANUARY 16, 2025

Spotify went positive thanks to laying off 2,000 people and cutting its marketing budget. billion on marketing. Heres this weeks roundup of AI-powered martech releases: Quad/Graphics introduced At-Home Connect, a direct mail platform that combines the convenience of email with the impact of print marketing. Processing.

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Martech

MARCH 3, 2025

In MarTechs MarTechBot explains it all feature, we pose a question about marketing to our very own MarTechBot , which is trained on the MarTech website archives and has access to the broader internet. This analysis helps marketers understand individual preferences and behaviors, allowing for tailored marketing strategies.

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Martech

JULY 30, 2024

Achieving success, especially when competing against large corporations, hinges on implementing effective marketing strategies that provide a competitive advantage. Transitioning marketing as the business grows As your business expands, your marketing strategies must keep pace. Every startup begins with the goal of growth.

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Martech

FEBRUARY 21, 2025

This article was co-authored by Matt Wakeman , Weicong Zhao and Joseph Enever , analysts in the Gartner Marketing Practice , covering marketing data and analytics. Marketing leaders have long relied on various techniques to measure and communicate their impact, but traditional digital attribution methods often fall short.

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Marketing Finance ROI Ad Targeting 118

Martech

OCTOBER 28, 2024

Much like an old engine that’s past its prime, some AI marketing strategies are sputtering as technology speeds ahead. 6 AI trends in marketing you need to let go of 1. This way, marketers can ensure more accurate personalization and faster adaptation to customer needs.

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Marketing Machine Learning Conversion SEO 127

Martech

FEBRUARY 12, 2025

Generative AI isn’t just transforming marketing it’s already embedded in how marketing teams work. From researchers using AI to analyze customer sentiment to designers automating routine tasks, marketing professionals across functions are finding practical, immediate applications for AI tools.

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Marketing Public Relations Communications MarTech 124

Martech

DECEMBER 19, 2024

Now, here are this week’s AI-powered martech news and releases. Iterable , a customer communication platform, released new features with enhanced AI capabilities. Psympl launched a marketing platform powered by “Psychographic AI.” These updates aim to make AI more accessible and valuable for marketing teams.

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MarTech Communications Conversion Marketing 99

Martech

AUGUST 13, 2024

This new era of skeptical consumers requires a radical shift in marketing strategy. Marketers must adapt to a world where survival requires a deep understanding of consumer needs; innovation; and a relentless focus on delivering value. The rapid evolution of the digital landscape undeniably disrupted traditional marketing paradigms.

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Marketing Audience Media Food 131

Martech

SEPTEMBER 30, 2024

Let’s face it: the marketing world is already complicated. Agile marketing isn’t easy to implement or continuously manage, and the promise of helping teams prioritize work — and say no to some things — remains elusive. How do you combine agile marketing and generative AI? What will this powerful duo do for you?

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Marketing Conversion Rate SEO Conversion 139

Martech

AUGUST 2, 2024

The annual marketing plan’s reputation isn’t quite as respected. However, planning works better if marketers take a cue from how nature approaches change. “Oh, It’s planning and budgeting season,” said no marketer ever. However, markets are volatile, uncertain, complex and ambiguous (VUCA). Oh, goodie!

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Marketing Fashion Communications Conversion 112

Martech

MARCH 13, 2025

Here are this weeks AI-powered martech releases: MGID launched CTR Guard which uses machine learning and generative AI to predict and prevent declines in click-through rates. This reduces the need for human intervention while maintaining accuracy in customer communication. Email: Business email address Sign me up! Processing.

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Martech

FEBRUARY 20, 2025

Here are this week’s AI-powered martech releases and updates: Inuvo launched the IntentKey Platform, an AI agent designed for audience modeling using its proprietary IntentKey AI. HIVE Strategy launched MarketingGrader.AI, an AI-driven tool for analyzing a companys marketing strategy.

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MarTech Demand Side Platform Machine Learning Conversion Rate 85

Martech

SEPTEMBER 9, 2024

Generative AI has opened the door for chief marketing officers (CMOs) to elevate their role in executive leadership. Marketing is at the forefront of businesses’ genAI adoption. From hyperscalers and martech vendors to agencies and point solutions, everyone is touting their AI/machine learning and genAI-specific capabilities.

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Marketing Non-Profit Machine Learning MarTech 122

Martech

JULY 19, 2024

Marketing will do the same in less than 50 years as AI radically shifts the paradigm for markers. However, if marketers fail to adjust their overall marketing systems, productivity gains from AI can easily be lost. These systems worked well enough in a mostly manual, slower-paced world. Workflows become automated.

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Martech

NOVEMBER 8, 2024

Email marketers are going to have their hands full in 2025. Recorded at the Fall 2024 MarTech Conference , and hosted by Kath Pay and Jeanne Jennings , this email marketing Coffee Talk gave email marketers an opportunity to discuss their work and their challenges. 26:08: Which way are email marketing budgets going?

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A/B Testing Marketing Communications MarTech 124

Martech

AUGUST 8, 2024

Marketers are already interacting with the deft and care of a personal shopper. With the backbone of a robust Customer-Led Marketing platform part of the science behind the magic is AI-enabled marketing and generative AI (genAI), which empower marketers to do the following: Gain strategic insights.

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Marketing Communications Shipping Retail 115

Martech

NOVEMBER 13, 2024

One day, I imagine I’ll feel the same amazement watching a fully autonomous marketing campaign unfold — from inception to optimization — without human intervention. This vision of an autonomous marketing pipeline represents the future of AI in marketing. How AI augments a traditional marketing campaign workflow.

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Marketing Communications Machine Learning Audience 123

Martech

SEPTEMBER 26, 2024

Trinh Tham (left), founder of Straatt Business Reimagined, discusses leadership with (from top) Marni Puente, SVP/CMO SAIC; Karen Feldman, VP marketing and communications at IBM Consulting and keynote host Drew Neisser, founder of CMO Huddles. Show that marketing is an able partner in important business decisions. “I

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Communications MarTech Marketing Conversion 107

Martech

FEBRUARY 24, 2025

In MarTechs MarTechBot explains it all feature, we pose a question about marketing to our very own MarTechBot , which is trained on the MarTech website archives and has access to the broader internet. Q: What is the R programming language, and how is it used in marketing?

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A/B Testing Marketing Conversion Rate ROI 120

Martech

OCTOBER 15, 2024

The true foundation of marketing lies in building brands that create demand but also build trust. But hard-won trust gained through marketing efforts can be easily lost if your marketing doesn’t align with the reality of your service or product. For a newly converted customer, a gracious email thanking them may be appropriate.

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Marketing Communications Conversion Education 121

Martech

JANUARY 24, 2025

I’ve seen many predictions about what marketers should expect, anticipate or work for in 2025. The continued rise of AI, other technologies that might come to fruition, how to use CDPs, and whether marketers are even using CDPs some things are new, but many of them are things we’ve been predicting for years.

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