Marketing management
MarTech is your source for marketing management content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
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5 failure points of a marketing measurement plan — and how to fix them
Set up your marketing campaigns for success with a well-thought-out measurement plan. Here's what to consider when creating one.
Top book and podcast recommendations for martech professionals
Here are recommended books and podcasts for martech practitioners looking to keep pace with constant developments in the industry.
7 ways to get to know your audience better
Knowing your audience is central to any marketing strategy. So how do you get to know them? Columnist Timothy Carter discusses seven ways to learn more about your target demographics.
5 critical leadership skills every marketing ops pro needs
Nurturing these five skills will help you tackle the challenges of being a leader in a rapidly evolving industry.
Marketers under pressure to cut martech spend
75% of CMOs feel under pressure to cut their technology spending, according to the latest Gartner CMO Spend survey.
A 5-step guide to retiring martech tools without disrupting operations
How you can retire redundant or underutilized tools for a more effective martech stack without operational chaos.
3 key categories of a high-performing marketing organizational structure
Here's how to design an organizational structure that guides your people to deliver on your firm's unique vision and strategy.
What’s behind the MarTechBot curtain?
An inside-out perspective on the development of MarTechBot, and its implication for marketers.
Where to find marketing ideas to boost your performance
Marketing inspiration and ideas are out there for the taking. With some awareness, they're easy to find. Here are some tips.
A practical guide to building a marketing technology stack
Whether you're starting from scratch or expanding your stack, this guide can help you simplify the martech selection process.
Agile marketing: What it is and why marketers should care
Learn what agile marketing is, why it’s important, and how it can help marketers succeed.
How to overcome marketing budget cuts and hiring freezes
By talking to customers, being ruthless with priorities and optimizing for conversions, marketing can become a bit more manageable.
Designing the marketing team of the future
Marketing leaders must think about how to future-proof their teams, and it's not just about AI.
How to use decision intelligence to tackle complex business challenges
DI is a framework for marketing and other business teams to make impactful decisions in an increasingly complex world.
Why CMOs must cross the technical divide
Here's why today's CMOs should prioritize marketing technology strategy and create internal policies for using generative AI.
MetLife uses agile marketing to unleash pet insurance sales
MetLife, a leading global insurer, is using an agile marketing approach to unlock the power of self-governing teams, drive business growth, and connect with consumers.
Marketing artificial intelligence (AI)
The end of marketing or a new beginning? The truth about AI
Artificial intelligence is shifting marketing approaches. Here's what you need to know to stay up-to-date and prepare for what's ahead.
MarTech Salary and Career: Saidah Abdulhaqq on the making of a unicorn
"It's hard to be a generalist in marketing technology. You definitely have to be a specialist to really do the work that we do well."
Marketing technologists are well-rewarded
The 2023 MarTech Salary and Career survey shows marketing technologists earning more on average than marketers.
Working with freelance marketing talent
Small and medium businesses like independent insurance agency Boomer Baby can get marketing experts on demand from GrowTal.
8 inexpensive professional development ideas for martech pros
Looking to stay ahead in your career? Consider these cost-effective learning opportunities for martech professionals.
What are the top skills you need for digital marketing?
Investing in the right marketing talent, tools and processes helps organizations keep up with the competition.
5 tips to get more value from your martech stack
To consolidate or negotiate? Optimize your marketing and sales technology for better ROI with these cost-saving strategies.
CFOs split on increasing or cutting marketing budgets
53% of CFOs say they expect to increase the marketing budget by at least 3%. The rest plan on keeping it at current levels or cutting.
How to choose the right martech partner: 6 practical tips
Selecting a partner that aligns with your needs and goals is critical to producing successful martech projects.
Accuracy in digital analytics: What marketers need to know
Learn how to better understand analytics data by looking at nuances in data measurement and exploring how analytics tools work.
Diversity and inclusion in marketing
How marketing leaders can make diversity work within their teams
Real change happens when different decisions are made. Learn how embracing diversity leads to better decisions.
How to define your marketing organization’s rules of engagement
High-performing marketing organizations have clear, actionable principles for how they will and won't operate. Here’s how to define yours.
How CMOs should respond to ChatGPT’s marketing impact
CMOs must urgently assess ChatGPT's impact on key marketing functions and steer the responsible use of AI.
Moneyball your marketing ops team
The art of building a winning MOps organization.
International Women’s Day 2023 and the martech community
Martech is the intersection of marketing, where women hold 48% of all jobs, and tech, which is only 27% women.
3 reasons marketers are 10 years behind with agile — and how to catch up
Why marketers have shown resistance to agile frameworks for their work — and how to overcome that resistance.
Marketing mix modeling: A marketer’s guide
With increased pressure to prove the value of marketing, it's time to revisit the MMM approach.
Build a winning marketing attribution framework
In this webinar, learn tried and true best practices from attribution pros.
Stacey Ackerman: Spotlight on the expert
A discussion with our expert contributor about how she got into agile marketing and what the future holds for the space.
Why CMOs must be the company’s biggest advocates for digitalization
Southwest Airlines' massive system failure demonstrate the harms of neglecting your tech stack. Here's why marketers need to take action.
Why focus is the way forward for high-performing marketing organizations
Here's why aligning your organization's efforts with a focused vision matters and how to develop a differentiating positioning strategy.
Digital asset management (DAM)
Does your organization need a DAM? Audit first, with these easy steps.
While DAM platforms can help marketers deliver consistent experiences, there are questions of process, training and budget to answer before beginning the buying process.
Top 10 immersive marketing events of 2023
Here's a list of must-see events for marketing professionals looking to boost their metaverse marketing muscle this year.
HubSpot to cut around 7% of workforce by end of Q1
The cuts come against a background of very rapid growth by the company over the last two to three years.