Lessons learned from martech wins
Stories of creativity, strategy and collaboration in the martech world — plus lessons you can apply to your own work.
Steve Petersen is a B2B and B2C marketing technologist. He currently is a member of Wyndham Hotels & Resorts' Digital Product Team and has also worked in marketing technology roles at revenue management platform provider Zuora and before that at Western Governors University. Petersen holds a Master of Information Management from the University of Maryland and a Bachelor of Arts in International Relations from Brigham Young University. He's also a Certified ScrumMaster and lives in the Salt Lake City, UT area. Petersen represents his own views, not those of his current or former employers.
Stories of creativity, strategy and collaboration in the martech world — plus lessons you can apply to your own work.
Steve Petersen | Feb 7, 2025 at 11:30 am ETHere’s how bringing together a wide range of career experiences leads to more innovative solutions and improved organizational outcomes.
Steve Petersen | Jan 13, 2025 at 10:11 am ETOrganizational placement shapes martech professionals' roles, responsibilities and impact across marketing, IT and product teams.
Steve Petersen | Dec 6, 2024 at 12:50 pm ETMartech roles demand both creativity and logic. This honest take on MOps job postings illustrates the complexities and contradictions.
Steve Petersen | Oct 28, 2024 at 11:01 am ETOut-of-the-box vs. custom-built? A look at the trade-offs, including integration ease, vendor risks and the evolving buy/build landscape.
Steve Petersen | Oct 7, 2024 at 9:00 am ETFacilitate seamless vendor onboarding by exploring contract considerations, setting expectations and communicating effectively.
Steve Petersen | Sep 3, 2024 at 9:30 am ETMarketing artificial intelligence (AI)
AI-generated visuals might subtly shape consumer choices and soon present new challenges for marketers.
Steve Petersen | Aug 5, 2024 at 12:01 pm ETFind out why maturing your martech stack is crucial for long-term success and how to do it with documentation and strategic planning.
Steve Petersen | Jul 15, 2024 at 10:00 am ETRobust enterprise support or personalized attention? Here are key factors to weigh when selecting the right martech vendor for your business.
Steve Petersen | Jun 10, 2024 at 9:45 am ETMartech doesn't exist in a vacuum. Stay ahead by considering macro factors that impact marketing strategies.
Steve Petersen | Apr 2, 2024 at 10:45 am ETExplore the disconnects behind this brand’s customer experience initiative, and how martech and MOps teams can provide viable solutions.
Steve Petersen | Mar 5, 2024 at 9:47 am ETTying martech projects together may create efficiencies but also risks. Consider these areas to determine if it’s worth the risk.
Steve Petersen | Feb 6, 2024 at 2:20 pm ETA fast website isn't the only thing that matters to customers. Learn a more holistic approach to improving digital experiences.
Steve Petersen | Jan 4, 2024 at 11:20 am ETLearn ethical alternatives to common marketing tactics that rely on collecting sensitive customer data.
Steve Petersen | Nov 30, 2023 at 10:09 am ETLearn a tactic to make your next project more productive — compiling a list of questions based on current initiatives to reference later.
Steve Petersen | Nov 16, 2023 at 12:41 pm ETMarketing artificial intelligence (AI)
AI is handling more and more marketing grunt work -- work that had previously given people key early career learning experiences.
Steve Petersen | Oct 2, 2023 at 2:02 pm ETMarketing artificial intelligence (AI)
Just because it can be fun seeing what AI will do with a prompt, it's not necessarily helping with your marketing. Stop and think.
Steve Petersen | Aug 28, 2023 at 2:08 pm ETThere’s plenty of good advice about best practices in marketing. It's also important to be aware of what not to do.
Steve Petersen | Jul 13, 2023 at 10:07 am ETHere are recommended books and podcasts for martech practitioners looking to keep pace with constant developments in the industry.
Steve Petersen | May 31, 2023 at 10:41 am ETMarketing inspiration and ideas are out there for the taking. With some awareness, they're easy to find. Here are some tips.
Steve Petersen | May 12, 2023 at 9:56 am ETLooking to stay ahead in your career? Consider these cost-effective learning opportunities for martech professionals.
Steve Petersen | Mar 31, 2023 at 9:39 am ETHere's why martech and MOps professionals should strive to develop a deeper understanding of their company's products.
Steve Petersen | Mar 7, 2023 at 11:00 am ETMartech professionals don't mean to sow chaos in the world, but what we do can have unintended consequences.
Steve Petersen | Feb 15, 2023 at 9:47 am ETSometimes “let’s test that” is an even better answer than “yes,” all while avoiding the dangers of saying “no.”
Steve Petersen | Jan 20, 2023 at 9:54 am ETPreparing for the hypothetical isn’t a waste of resources. It's time to recommit to business continuity and disaster recovery planning.
Steve Petersen | Dec 9, 2022 at 9:42 am ETApplying the “Most Respectful Interpretation” principle is a must for martech practitioners dealing with various stakeholders. Here's why.
Steve Petersen | Nov 2, 2022 at 1:19 pm ETUnderstanding your martech stack's evolution makes working with data analysts more efficient.
Steve Petersen | Oct 3, 2022 at 10:13 am ETMartech contracts can raise thorny issues. Here are some to look out for.
Steve Petersen | Aug 10, 2022 at 1:48 pm ETProject and workflow management
Making life easier for executive assistants will also make it easier for you.
Steve Petersen | Aug 1, 2022 at 12:23 pm ETVendors, stakeholders, users and even you can cause you a lot of problems.
Steve Petersen | Jul 7, 2022 at 8:58 am ETMarketing operations is more than just marketing automation. Diversify your perspective when looking at candidates' skill sets.
Steve Petersen | Jun 3, 2022 at 12:11 pm ETIf you though technology and strategy were the hardest parts of marketing tech, think again. Relationships are fundamental.
Steve Petersen | May 13, 2022 at 10:14 am ETWhen it comes to successful marketing campaigns, creativity and technology go hand in hand.
Steve Petersen | Mar 24, 2022 at 11:12 am ETGetting colleagues familiar with your new martech position is no easy task.
Steve Petersen | Mar 2, 2022 at 3:20 pm ETWhile talking about marketing automation. CRMs and CDPs, don't forget the web channel, especially as a space for experimentation.
Steve Petersen | Feb 7, 2022 at 2:49 pm ETFrom a marketing and marketing operations perspective, the harder you look at the B2C/B2B distinction the fuzzier it seems.
Steve Petersen | Jan 5, 2022 at 12:44 pm ETWhat happens when other departments piggyback on the marketing tech stack and marketing decides to make a change?
Steve Petersen | Dec 1, 2021 at 11:15 am ETIn situations when budgeting is rather strict, it is important to think with the future in mind at things you might need tomorrow as well as today.
Steve Petersen | Nov 1, 2021 at 12:00 pm ETMarketing operations should absolutely be involved in the procurement of marketing tech. But it shouldn't be running the buying process.
Steve Petersen | Sep 30, 2021 at 1:26 pm ETThe marketing ops space needs clearer distinctions and a consistent vocabulary.
Steve Petersen | Sep 8, 2021 at 10:00 am ET