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.
Don’t miss out! Get MarTech delivered daily to your inbox. Subscribe for free!
How marketing data can make your performance review go from stress to success
Make performance reviews productive and stress-free by aligning on metrics, focusing on baselines and setting actionable goals.
Stop killing customer engagement with assembly-line marketing: Embrace position-less marketing
Position-less marketing is the way marketers execute at scale free from marketing assembly line constraints.
5 ways to use project management data to enhance operational best practices
Use your marketing data as a strategic asset to anticipate trends, optimize resource allocation and drive growth.
4 tips for helping your email marketing team stay organized
Organization is the unsung hero of email marketing success, and it's especially important during the busiest times of the year.
Marketing artificial intelligence (AI)
Marketers link AI to revenue growth and plan to increase 2025 investments
95% of marketers plan to up AI investments next year, acknowledging AI is boosting revenue and essential for career advancement, a study from Invoca finds.
How marketing leaders can transform marketing from a support function to a growth driver
Marketing should be positioned as a strategic driver of growth and long-term value. How do you make that happen?
Why your marketing team needs training, not just tech, in the age of AI
AI promises big wins, but tools alone won’t get you there. It’s your team’s skills and adaptability that truly unlock AI’s potential.
2025 GTM forecast: Key shifts redefining the future of go-to-market strategy
Insights from top executives reveal a shift toward AI-enhanced teams, B2B strategy renewal and heightened accountability in marketing.
Picking a marketing performance management platform: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: Selecting the right MPM platform to launch a new product.
What did marketers and marketing ops professionals learn in 2024?
From new uses of AI to a closer eye on email deliverability, 2024 brought opportunities for marketers to expand their knowledge and grow.
Why generational stereotypes are failing marketers and how to move past labels
Stereotypes limit real market understanding and the benefits of a nuanced approach. Here’s what to do instead.
The execution team’s role in a martech center of excellence
See how the martech COE’s execution team harmonizes technical and creative skills to craft targeted, effective marketing experiences.
Balancing storytelling, culture, martech and AI for long-term profitability
See how the synergy of human connection, cultural alignment and advanced martech can improve business outcomes.
Marketing artificial intelligence (AI)
Why starting small with AI pilots before scaling is a mistake
AI pilots sound low risk, but starting small can delay ROI and cause fragmentation. Here’s what to do instead to drive real results.
Is it time to clean out your martech stack?
Conduct a thorough audit of your martech use right now and subsequent annual audits will be that much easier. Here's how.
The biggest ideal customer profile mistakes businesses make — and how to fix them
Beyond customers, you have payers, deciders and users. Avoid costly targeting mistakes by focusing on the right roles and profitability.
Marketing artificial intelligence (AI)
5 ways to jump start AI adoption
Marketers must bridge the gap between rapid AI advancements and lagging adoption — or risk being left behind.
Marketers should make time for time management
Prioritize your health alongside campaign goals to improve your personal wellness and professional productivity.
How to streamline martech stack management using AirTable, Make and Slack
Discover an easy-to-use system to evaluate, collaborate, deploy and manage your martech stack in this walkthrough.
How to revamp your lead scoring strategy for 2025
Enhance your model using engagement and demographic insights, company attributes and negative scoring to focus on high-value leads.
Who really owns your data? Protecting your business from agency lock-in
Don’t let agencies hold your data hostage. Take control of your business’s analytics accounts and marketing data before it’s too late.
Marketing artificial intelligence (AI)
3 marketing use cases for generative AI that aren’t copywriting
Here’s how marketing teams use generative AI to boost productivity with strategic briefs, persona feedback and data-driven visuals.
How to achieve operational maturity in marketing with a multishoring talent approach
Balancing onshore, nearshore and offshore solutions allows marketing teams to drive efficiency and brand consistency across global markets.
Why marketers need to master capability assessment and tool procurement
With these competencies, marketers can align martech tools with business needs, optimize data flow and enhance customer engagement.
How customer-centric marketing fuels long-term success
Building brand loyalty starts with trust. Here’s how to turn customers into advocates, increase lifetime value and protect your reputation.
How to move beyond performative segmentation and embrace authenticity
Embrace values-driven segmentation and remain authentic in the face of social and political complexities.
How to unlock the power of personalization through edge computing
Deliver hyper-personalized experiences by processing customer data instantly, creating seamless interactions right when they matter most.
Learn the anatomy of a martech center of excellence
Get to know the key teams and competencies needed to build a thriving martech COE that drives innovation and strategic impact.
7 ways to boost customers’ emotional connection and loyalty with your brand
Go beyond transactions and build deeper connections with your customers for long-lasting brand relationships.
3 ways to use predictive analytics to make better decisions
Drive strategic decisions with predictive analytics, enhancing personalization, campaign optimization and lead scoring for better outcomes.
Why marketing benefits when it provides forecasted guidance
More and more business leaders are looking to marketing to issue guidance on its performance. That’s not a bad thing.
Why public relations is thriving in today’s global marketing mix
PR isn't just about spinning a yarn; it's about weaving a brand's story into the fabric of society.
Overcoming workplace politics: A marketer’s guide to cross-functional partnerships
Kicking off Day 2 of The MarTech Conference, executives discussed building relationships and mastering the politics of marketing leadership.
How to secure leadership buy-in for digital marketing initiatives
Get your leadership team on board with digital marketing using these key strategies to align goals and drive sustained business growth.
Marketing artificial intelligence (AI)
Role of a marketing technology manager: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: Understanding the role of a martech manager and how to hire one.
What to do when your vendor has a data breach
Last year, 61% of companies reported a third-party data breach — so it's only a matter of time until you will have to deal with one.
How marketers can go beyond random acts of AI and why they should
Move beyond isolated AI experiments and adopt strategic frameworks to drive real impact in automation, personalization and business growth.
How to make the jump from product-market fit to platform-market fit
How to make the final step to go-to-market maturity through a move to platform-market fit, plus its implications for the future of the martech stack.
How CX transforms marketing from cost center to revenue engine
Key strategies and real-world examples of how customer experience can turn marketing into a revenue powerhouse.
How to use micro-moments to capture customer intent in real-time
Learn to anticipate customer needs, provide instant value and optimize your marketing for brief, high-intent interactions.