Have you invested in a MarTech solution or tech vendor that sucked your team’s time, budget or resources? Scott Vaughan shares a five-step approach that marketing practitioners and martech vendors can apply to ensure Business Value Alignment (BVA) before closing the deal on the next piece of tech.
Ending the inaugural MarTech Conference, I felt this would be a perfect time to provide a completely subjective list of the year’s most important marketing technology-focused blog posts. Ironically, this list is in no way based on content performance, traffic volume, social influence, or any other metric that one may have used to support the logic […]
Marketing Ops has become the nerve center for today’s modern marketing organization. It’s no surprise that Marketing Ops pros are in-demand and sought-after by CMOs to operationalize marketing, automate processes, standardize data and measure everything. This is an ideal time for Marketing Ops – marketing, tech, data and program management – types who are accelerating, […]
The inaugural MarTech Conference begins Tuesday. And it’s sold out. So, being the altruists that we are, we’ve decided to siphon some insights from the conference’s program chair, Scott Brinker, out to all of you who were unable to register. You can follow the conversations @MarTechConf and @Integrate. You started the chiefmartec blog in 2008. […]
Many companies struggle to measure content marketing. Unlike other marketing activities, there’s not a single set of definitive metrics. This is due largely in part to the variety of outcomes content marketing is expected to deliver. According to Content Marketing Institute’s 2014 benchmark report, B2B content marketers named their top goals as brand awareness, lead […]
Old-school marketers were organized in distinct camps: creative types who drove messaging and sales collateral, and analytics and tech pros who used data to manage and analyze programs. While many marketing organizations continue to maintain silos for these and other functions, the days of narrowly defined marketing roles are numbered. Customers don’t consume information in […]
Marketing has a clear mandate to prove ROI; we’ve heard this time and time again. Similarly, we’re now hearing the mantra “closing the loop” as the main way to validate our marketing spend and optimize it for future campaigns. Far too much gets written on the “Why,” yet the “How” is rarely addressed. Closing the […]
One of the things I love most about the marketing tech industry is its rapid evolution — new solutions create new opportunities, which result in innovation that circles back to new solutions. What’s more, I’m lucky enough to have a job that’s almost entirely focused on observing this evolution in order to benefit customers. During […]
Data is becoming the lifeblood of media companies. The need for actionable data is a given for today’s marketers, but their media partners (publishers, affiliates, bloggers, etc.) have not fully embraced this new world. It’s time for media companies to take control. One of the most effective ways for media companies to advance their capabilities (and value to marketers) is to focus on data fluidity.