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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11 steps to boost marketing metrics with employee happiness
Leverage the happiness rating, a CMO technique that connects feelings and emotions to elevate performance and productivity.
Introducing an in-depth guide to the Agile Marketing Navigator
Download a free ebook containing all you need to know about the Agile Marketing Navigator.
10 steps to target and connect with potential customers effectively
Are you rolling out a new marketing plan or looking to give your current one a face-lift? Here are 10 proven tactics to get new customers (that cost almost nothing).
Enterprise IT remains bright amid gloomy tech spending forecast
Worldwide IT spending is expected to slow, but software and IT services are projected to increase by 9.3% and 5.5% in 2023, respectively.
A 5-point framework for creating a high-performing marketing organization
Learn what it takes to develop high-performing creative marketing firms and in-house agencies that go beyond best practices.
How advertisers can take the lead in reducing carbon emissions
5 steps advertisers can take to reduce their contribution to the heavy carbon cost of digital marketing.
How to build a customer value squad — and why
A small, cross-functional team copes best with volatile, uncertain, complex and ambiguous environments — in the operating room or in marketing.
5 steps to reducing martech bloat through API integration
Having too many tools is useless when you’re not maximizing their collective power. Follow these steps to create a unified martech ecosystem.
5 ways to find standout CMO candidates
The CMO hiring process can be challenging for both candidates and selection committees. Here are some insights to help you get ahead.
Position marketing ops as a strategic partner: A New Year’s resolution
Make 2023 the year in which you change perceptions about your marketing operations team and its capabilities.
Digital asset management (DAM)
Implementation partner: The final brick in your DAM foundation
A good partner will not only help with the technical aspects of setting up the DAM but will assist in developing your long-term goals.
4 marketing takeaways from 2022 to help you conquer 2023
Look for things you can pat yourself on the back for. Be reminded that you made it through another challenging year.
How ‘the curse of knowledge’ may be hurting your business and what to do about it
It’s easy to assume that everyone else knows what you know. Here are some examples of where this bias can crop up and how to deal with it.
MOps leaders as scientists: Embracing the scientific method
Discovery and experimentation are the processes.
3 pointers to navigate the confusing martech marketplace
Buying martech tools today is a complex, less-than-optimal process. These pieces of advice can help you overcome the confusion and get ahead.
Why we care about marketing management
Learn more about what marketing management is, its core concepts and why it's important.
6 tips to impress the C-suite with year-end marketing reports
Don't miss the opportunity to create year-end presentations for the executive team and demonstrate your team's accomplishments.
In this economy CMOs need to spend more on training, not tech
Marketers are only using 42% of their martech stack's capabilities. This is why they're struggling to demonstrate its ROI.
Why prioritizing business continuity in martech is a must
Preparing for the hypothetical isn’t a waste of resources. It's time to recommit to business continuity and disaster recovery planning.
From startups to Fortune 500s: This marketing strategy is unbeatable
You need a new marketing strategy and "test-driven marketing" is the prime candidate.
3 ways to make martech simple again
Is it a bridge too far to find a way to a simpler, more useful martech stack and ease the misery of (mar)tech debt?
3 steps that will protect you from martech buyer’s remorse
Martech alone won’t fix your marketing problem. Learn why this thinking is a trap and three tips to avoid it.
Twitter’s demise would cost marketers an important, useful channel
The social media platform is a unique, immediate way to connect with consumers. Companies use it to improve customer experience and redefine their brand.
How to guarantee your marketing wins every time
Ensure every campaign you launch has the highest chance of success by making one simple shift in how you approach your marketing.
The role of modern marketing in carbon reduction
By scaling supplier engagement with compelling content and powerful martech, marketers can help reduce carbon emissions in the supply chain.
The MRI principle: Why it’s beneficial for martech practitioners
Applying the “Most Respectful Interpretation” principle is a must for martech practitioners dealing with various stakeholders. Here's why.
How to avoid the martech black hole and ride the crest of change
Find out how you can weather the storm and unlock the power of your marketing technology while futureproofing your stack.
5 ways marketing and IT can work better together
What's your relationship with your IT team? Adversarial? Collaborative? Non-existent? Here's how to drive better results with good teamwork.
From capturing leads to generating demand: Breaking down B2B marketing’s pivot
It's time to move on from outdated lead-centric strategies and tactics. B2B organizations should focus on buyer and account engagement.
Stakeholders: Getting started with the Agile Marketing Navigator
Here's how to manage relationships between an agile marketing Team and Stakeholders who have a vested interest in the work the Team is doing.
4 reasons why it’s hard to prove impact in marketing ops
Measuring impact is a common challenge in marketing operations. Here's how to overcome this hurdle, according to marketing ops experts.
5 tactics to get the 2023 email marketing funding you deserve
Get funding that lets your email program contribute significantly to the company's bottom line. Here's how to approach your budget requests.
The 2023 Digital Marketing Salary Guide is here!
The way companies evaluate and set salaries is evolving. Get the digital marketing salary trends business leaders and job seekers need as they plan for success.
Market research focus groups get new lease on life
Big troves of customer data still don't trump small focus groups. Quantitiative and qualitative approaches need to work together.
Why you don’t need a CMO… yet
Your startup most likely doesn't need a full-time CMO. Consider working with a fractional CMO in the interim and prove your model first.
Practice Lead: Getting started with the Agile Marketing Navigator
A Practice Lead ensures that an agile team has the skills, tools and assets it needs to be effective.
8 easy ways to improve your marketing capabilities
Want better performance and results from your marketing? Then give your people the support and resources they need to excel. Here's how.
4 ways to address B2B disconnects and drive customer relationships and revenue
Don't let B2B internal disconnects limit customer relationships, affect revenue results and hamstring your GTM teams’ productivity.
Supporting Cast: Getting started with the Agile Marketing Navigator
This is a new role in agile, created jus for the Navigator. It helps understand how agile teams interact with third parties like agencies.
MOps leaders as psychologists: The modern mind-readers
Marketing operations leaders should aspire to elicit responses of customers and prospects and interpret those signals for the business.