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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How to promote data literacy in your marketing team
Create accessible reports, tell compelling data stories and build a data-savvy marketing team that drives better results.
Ensuring precision and clarity in digital project specs
How long is a piece of string? Here’s how service providers and clients can better work together to define project deliverables and set realistic expectations.
Marketing artificial intelligence (AI)
Are AI tools shaping your intentions more than you realize?
Uncover the subtle ways AI tools guide decisions and the importance of transparency in a world where our intentions are commodified.
3 must-follow marketing copy rules to win your prospects’ trust
Write compelling marketing copy that builds credibility, sets you apart from competitors and drives customer decisions.
What martech practitioners can learn from a NASA engineer
Learn from NASA’s approach to communication, testing and leadership to drive better outcomes in martech projects.
Marketing artificial intelligence (AI)
Are marketers trusting AI too much? How to avoid the strategic pitfall
Marketers risk losing their strategic edge by depending too much on AI tools. Here’s how to balance automation with critical thinking.
Marketing artificial intelligence (AI)
Don’t have the time to implement time-saving AI tools? Here’s what to do.
Too busy to implement AI? Break the cycle by eliminating inefficiencies, simplifying adoption and planning for long-term integration.
7 proven strategies for effective B2B customer retention
Nearly three-quarters of B2B revenue comes from existing customers. Here's advice on how to keep the accounts you already have.
Why full-funnel marketing is key to profitability
Reach your audience at every touchpoint and boost your profits with a multi-channel, full-funnel approach.
Stop defending your marketing budget — start proving its value
Shrinking budgets aren't a crisis but an opportunity to reimagine marketing. See how smart CMOs cut bloat and drive revenue.
Why career diversity drives martech team success
Here’s how bringing together a wide range of career experiences leads to more innovative solutions and improved organizational outcomes.
SAP to launch loyalty management solution for retailers
At NRF, SAP announced a new loyalty management solution, an AI agent shopping assistant and ERP designed for retailers.
5 ways to crush sales bottlenecks and accelerate deals in 2025
Cut sales friction, speed up deal flow and grow your revenue this year with these actionable tips.
4 reporting essentials to streamline business intelligence
Streamlined reporting can be achieved by focusing on use cases, data governance, automation and advanced analytics.
Start the new year with an antidote for AI anxiety
Feeling overwhelmed by AI? This three-step guide helps you reclaim focus, reduce stress and use AI tools with confidence.
Why FAQs should be your go-to marketing tool
Frequently asked questions aren’t just for customer support. They’re the backbone of clear, consistent marketing communication.
Lessons from AI’s 2024 rise and a pragmatic path for marketing in 2025
Reflect on the impact of AI on 2024 but also consider what comes next in 2025.
How to build a skill development culture for MOps success
Overcome talent shortages and inefficiencies with actionable steps to develop and retain top marketing talent.
It’s time for B2B marketing to understand its GTM role
2025 will be tough, but it's time to be able to answer the C-suite's questions about the role marketing plays in the GTM eco-system.
From guesswork to growth: How to build a customer-centric marketing strategy
Don't let the 'assumption trap' hold you back. See how real brands used customer interviews to unlock game-changing growth.
Marketing artificial intelligence (AI)
AI adoption gap found between executives and entry-level marketers
New studies point to gaps stemming from marketing role and company size. And very few marketers want AI "in the driver's seat" just yet.
How shared goals and incentives improve marketing results
Breaking down silos with unified goals and incentives boosts productivity, accountability, and long-term success.
What every marketer should watch for in 2025
Prepare for 2025 with insights on fallback strategies, email marketing innovations and staying ahead in a rapidly evolving landscape.
Marketing artificial intelligence (AI)
The two approaches to AI implementation: Collaboration vs. independence
From AI teams to solo creators, learn how to align AI strategy with business goals and drive innovation effectively.
Marketing artificial intelligence (AI)
Why your company needs a brand LLM to thrive
Integrating a brand LLM is essential for managing your company’s most valuable asset — your brand identity.
Marketing artificial intelligence (AI)
How to reframe AI adoption to focus on outcomes, not tools
Craft an AI impact story that aligns AI with improved marketing performance, customer engagement and team productivity.
Marketing artificial intelligence (AI)
In 2025, the AI-infused world will require humans bring strategy and judgement
The new marketer is “Position-less” empowered to achieve unprecedented levels of efficiency, execution, and personalization.
5 steps to ensure business goals lead your martech strategy
Cut through the noise of new martech trends. These insights will help you focus on solutions that create lasting business value.
Marketing artificial intelligence (AI)
AI is poised to disrupt the world of martech vendors and users
The Martech AI 2025 report shows how genAI is already changing the martech stack and the way digital marketers are operating.
Why organization management is crucial for marketers
Lead the charge in shaping martech organizations, ensuring proper training and collaborating with key stakeholders for scalable success.
Measuring marketing incrementality: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: Marketing attribution for social media and email campaigns.
Marketing artificial intelligence (AI)
How Walmart, BMW and Heinz use AI partnerships to grow their business
Here are four principles for identifying and building strategic alliances with AI leaders.
Marketing artificial intelligence (AI)
How to build AI strategies that prioritize people
Don’t forget the human element in your AI strategy. Here’s why soft skills and inclusive strategies are key to organizational readiness.
Marketing artificial intelligence (AI)
Will big tech burst the AI bubble?
Google, Microsoft, Apple and Meta are battling for AI supremacy. Can newcomers compete, or is integration the ultimate advantage?
How marketers can stop fueling customer churn for good
Customer churn isn’t just a sales problem — it’s a marketing one, too. Avoid these mistakes to help build sustainable growth.
Diversity and inclusion in marketing
The war on DEI is hitting marketing and hurting business
A huge amount of research shows diverse companies perform better. So why are many of them gutting DEI initiatives?
A holiday gift guide for marketers
From high-tech tools to thoughtful workspace enhancers, these gifts will show your marketing team you appreciate their unique contributions.
3 steps to increase your martech budget
With martech budgets facing cuts, CMOs must rethink metrics, align stakeholders and prove value to secure investments.
Why ‘risk on marketing investment’ is the new ROMI
A CEO views marketing investment through a new lens of risk, opportunity costs and the importance of brand reputation for sustainable growth.
Marketing artificial intelligence (AI)
AI readiness checklist: 7 key steps to a successful integration
What goes into a successful AI integration? Leadership commitment, data governance, workforce skills and a whole lot more.