Seven Stages of MarTech Governance

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9,000+ Software Solutions. $65B Funding.[1] 70+ Average Stack Size.[2] Budget at ~10% Company Revenue aka Tens or Hundreds of Millions.[3] 500,000 Agencies Worldwide.[4] At this level of Marketing Technology (“MarTech investment”), there is a great opportunity for governance…As a proponent and/or leader of MarTech governance in your organization, there are great opportunities to orchestrate its realization along with its substantial benefits. Below are seven common stages of MarTech governance that can be applied broadly…Read More

8 Most Important Factors When Buying Software

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Thoughts on most important factors when buying software. “Choose the software product vendor who is hungriest for YOU to win…Traditional vendors build maximum lock-in through closed technology and multi-year deals. Modern vendors earn loyalty through open technology, integrated customer success that feels like an extension of your team, and a dynamic product roadmap that has a competitive advantage now and in the future.” Detailed thoughts on this as well as factors from 7 other Marketing pros in this Databox article featuring Growth Marketing Advisors…Read More…

Secret Sauce of Customer Relationships

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Is it easy for you to have a 1-on-1 professional conversation? Do you have the IQ and EQ to do it well? Now repeat for hundreds or thousands or millions of customers. Still easy? This is Marketing. With many personas, situations, needs, and channels, this gets complex. Marketing Technology has made tremendous strides to navigate it, creating simple high-impact conversations at scale. I am more excited than ever to regularly have the privilege to manage these conversations, these customer relationships....Read More...

Modern Marketing Playbook

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Let's start with definitions. "Marketing" is a company's activities to buy and sell a product or service (Investopedia). "Modern" refers to dynamic nature, changing each year as trends develop and alter (Captora). These trends have become increasingly related to technology. I will explain using a simple framework: Modern Marketing = Data + Smarts + People. Organize all Data about your business in one central location. Use Smarts to decide how & when to interact with People. (This is sometimes referred to as Data + Orchestration + Presentation layers but I'm skipping jargon in this article)...Read More...

Three Pillars of Marketing Technology

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As Marketing Cloud investment accelerates, it’s critical to think about the future of Data Management Platforms (“DMP”), the “brain” at the center of these offerings. The 3 key differentiators of DMPs are identification, enrichment, and integrations; these are important criteria for selecting these vendors and deciding who will win the Marketing Cloud and Data Management Platform competition...Read More...

A New Era for Marketers

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The Marketing Technology ("MarTech") boom benefis all marketers - at companies large & small - and here's why: Marketer: I have an idea that could increase Product A's EBITDA by 20%. We just need [homegrown] marketing technology to execute. Really, here's the CBA. General Manager: Thanks for the idea! The technology roadmap is full right now with product launches and enhancements. Let's revisit In 6 months. Sound familiar?... Read More...