Marketing Management
Martech is mainly about relationships
If you though technology and strategy were the hardest parts of marketing tech, think again. Relationships are fundamental.
Steve Petersen is a marketing technology manager at Zuora. He spent nearly 8.5 years at Western Governors University, holding many martech related roles with the last being marketing technology manager. Prior to WGU, he worked as a strategist at the Washington, DC digital shop The Brick Factory, where he worked closely with trade associations, non-profits, major brands, and advocacy campaigns. 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. Petersen lives in the Salt Lake City, UT area. Petersen represents his own views, not those of his current or former employers.
Marketing Management
If 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 ETData
When it comes to successful marketing campaigns, creativity and technology go hand in hand.
Steve Petersen | Mar 24, 2022 at 11:12 am ETMarketing Management
Getting colleagues familiar with your new martech position is no easy task.
Steve Petersen | Mar 2, 2022 at 3:20 pm ETMarketing Operations
While 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 ETMarketing Management
From 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 ETMarketing Operations
What 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 ETMarketing Management
In 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
Marketing 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 ETMarketing Automation
The marketing ops space needs clearer distinctions and a consistent vocabulary.
Steve Petersen | Sep 8, 2021 at 10:00 am ETMarketing Operations
Evaluating, deploying, managing and owning marketing technology requires a range of different skills.
Steve Petersen | Aug 9, 2021 at 8:41 am ETMarketing Management
Though this model for prioritizing projects is simple, there are limitations to bear in mind.
Steve Petersen | Jul 7, 2021 at 9:27 am ETMarketing Operations
It's important to know who your stakeholders are, to establish a monthly review process and to orchestrate where you can.
Steve Petersen | Jun 9, 2021 at 10:10 am ETMarketing Management
Optimizing for MQLs, for example, can have big implications for downstream processes
Steve Petersen | May 10, 2021 at 10:19 am ETMarketing Management
MOPs practitioners have their favorite solutions, but is it a good idea to specialize in one only?
Steve Petersen | Apr 14, 2021 at 8:16 am ETMarketing Management
Asking what is and isn't martech leads to complex considerations
Steve Petersen | Mar 24, 2021 at 9:48 am ETMarketing Management
As long as they bring vision, commitment and orchestration to the tool set.
Steve Petersen | Feb 22, 2021 at 1:07 pm ETMarketing Management
If we use the term so frequently, we should be able to do a better job of defining it.
Steve Petersen | Jan 25, 2021 at 11:12 am ETMarketing Management
Adopting best practices seems like a no-brainer. But here are some things to consider along the way.
Steve Petersen | Jan 5, 2021 at 11:45 am ETMarketing Management
Scott Brinker's role categorization can aid team building and planning.
Steve Petersen | Dec 11, 2020 at 8:00 am ETMarketing Management
Before you take the plunge, really think about if you can actually enable the new tech to its full potential.
Steve Petersen | Dec 7, 2020 at 8:00 am ET