Marketing Management
Reasons why not to buy a shiny new thing
Before you take the plunge, really think about if you can actually enable the new tech to its full potential.
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
Understanding data flow is key to uncovering leaks and distortions in your martech stack
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
A closer look at MarTech role types and T/I-shaped individuals
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
Martech stack documentation is vital, here are some tips to do it right
By maintaining documentation, important details are shared more easily and less likely to fall through the cracks.
Digital Transformation
Martech practitioners must leverage interdepartmental interactions
We participate in coalitions and teamwork to succeed, so technologists need to identify and foster interdepartmental collaborations to excel.
Marketing Management
How to overcome the many tech battles MOPs teams face daily
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
5 factors that can make or break a marketing vendor-client relationship
How a vendor establishes a client account team can uncover insights into how productive the relationship will actually be.
Marketing Management
Soapbox: Gamification has promise and pitfalls
The principles of gamification have potential, but understanding motivation and managing reward complications must be done with care.
Marketing Management
Here’s what the role of a martech orchestrator looks like
We all know martech is complex and evolving so we need orchestrators to provide clarity about how operations are managed.
Performance Marketing
Soapbox: Let’s prove to Star Trek Picard that ads don’t have to annoy
We should aim to find ways to garner high conversion rates without always relying upon gimmickry.
Marketing Management
Fostering relationships is key to managing a martech stack
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
Product ownership is the keystone to martech 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
Preparing college students for the marketing profession takes commitment and planning
Internships can help launch well-prepared talent into the workforce after graduation but mentoring requires engagement from professionals.
Marketing Management
Martech and change management: Human factors matter most
Investing time to understand the nuances of change management can help martech practitioners deliver better results.
Marketing Operations
Don’t limit yourself to your obvious competitors when conducting a competitive analysis
Organizations need to monitor competitors in their industry but beyond it as well.
Marketing Management
My key takeaway from MarTech East: Empowering others in an organization leads to innovation
Enabling an organization to self-serve - with training - was a theme throughout the conference as a path to foster innovation.
Marketing Management
Product adoption: It’s tough to get return on investment with something that isn’t used
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
Buying martech is easy, managing the process to use it effectively is the hard part
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.