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
In order for the four types of practitioners to work well together, they all need to understand how data enters the stack and where it goes.
Marketing Management
There are assumptions about team members with specialties and those that can perform all functions. But what works in one situation may not make sense in another. Here's why.
Marketing Management
There are assumptions about team members with specialties and those that can perform all functions. But what works in one situation may not make sense in another. Here's why.
Marketing Management
By maintaining documentation, important details are shared more easily and less likely to fall through the cracks.
Digital Transformation
We participate in coalitions and teamwork to succeed, so technologists need to identify and foster interdepartmental collaborations to excel.
Marketing Management
From security updates and web application firewalls to regular system hygiene, marketing technologists have multiple options to safeguard their brand from malicious activity.
Marketing Management
How a vendor establishes a client account team can uncover insights into how productive the relationship will actually be.
Marketing Management
The principles of gamification have potential, but understanding motivation and managing reward complications must be done with care.
Marketing Management
We all know martech is complex and evolving so we need orchestrators to provide clarity about how operations are managed.
Performance Marketing
We should aim to find ways to garner high conversion rates without always relying upon gimmickry.
Marketing Management
When developing an organizational plan, navigating workplace culture to find allies will help strike the right balance of martech that works for all.
Marketing Management
Implementing frameworks like Scrum and Prosci can increase the chances of a product’s success, but a person must accept the responsibilities to own it.
Marketing Operations
Internships can help launch well-prepared talent into the workforce after graduation but mentoring requires engagement from professionals.
Marketing Management
Investing time to understand the nuances of change management can help martech practitioners deliver better results.
Marketing Operations
Organizations need to monitor competitors in their industry but beyond it as well.
Marketing Management
Enabling an organization to self-serve - with training - was a theme throughout the conference as a path to foster innovation.
Marketing Management
There are many obstacles in adding to your martech stack but understanding possible impediments means you can address them early in the process.
Marketing Management
Shifting priorities wreak havoc on our best intentions as martech buyers so it's important to take the time to plan and avoid random acts of martech.