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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Top 6 martech myths debunked
Steer clear from common misconceptions that lead to haphazard decisions, poor vendor choices and failed implementations.
9 questions to ask marketing work management vendors during the demo
Make sure to ask vendor reps about supported project methodologies, permissions, reporting, onboarding and support before moving on to the negotiations stage.
Does your organization need a marketing work management platform?
Marketing work management tools, also called project management tools, have become very popular since the move to work-from-home, but don't jump into the purchase process blindly.
The success elements of marketing-driven growth, part 2
Here's how customer-centric content, lifecycle engagement and defined processes help drive organizational growth.
6 key email programs to optimize before Q4
Take time now to review your email programs to ensure they're optimized for success in Q4 and beyond.
A blueprint for boosting sales and dominating paid and organic campaigns
In this webinar, learn how to unleash the full power of social media advertising and organic engagement to capture the attention of your ideal customers.
The value of integration partnerships: Why finding the right partner matters
Here’s how collaborating with the right integration partners can benefit your organization beyond increased sales figures.
5 don’ts in marketing operations
There’s plenty of good advice about best practices in marketing. It's also important to be aware of what not to do.
Transform customer experience and drive business results with an optimized tech stack
In this webinar, learn how flexibility in your technology the key to mastering customer experiences.
Top 5 XR and AI marketing trends in 2023
Here's what's in store for marketers as rapid advances in extended reality and artificial intelligence disrupt the industry.
How to handle changes in agile marketing
Learn the agile marketing areas where frequent change is acceptable and how to manage them efficiently.
Why centralizing strategic insights is imperative for CMOs
By taking steps to centralize their insights unit, CMOs will help bolster marketing strategy, innovation and digital experience initiatives.
How to find innovative ideas to fuel your marketing decisions
Your marketing team is full of innovative ideas that could help the business grow. Here's how to uncover them.
Marketing artificial intelligence (AI)
Artificial intelligence + human intelligence = success
Or is it artificial intelligence minus human intelligence = failure?
How cognitive biases prevent you from connecting with your audience
We can influence customer behavior more effectively by understanding the flaws in our own thinking.
Marketing artificial intelligence (AI)
Citi, Aflac and Verizon: Three different Pega journeys
Three major clients reflect on their different journeys with Pega decisioning and customer service solutions.
Marketing artificial intelligence (AI)
Mitigating the risks of generative AI by putting a human in the loop
Making sure generative AI doesn't go "evil" on you requires putting a human in the loop. But there are going to be a lot of loops.
Composable CDPs: How do they differ from packaged solutions?
Choosing between composable vs. packaged CDP is not straightforward. Here are key considerations to know before making a decision.
The success elements of marketing-driven growth
The biggest limitation to growth for most organizations is the lack of a defined framework and process on how to grow.
Digital asset management (DAM)
DAM metadata: Why less is more
Here's why you should avoid having too many metadata fields and how to streamline metadata management in your DAM.
Email marketers: What’s on your vacation to-do list?
Just as we plan our vacations, we need to plan a work exit and re-entrance. Otherwise we will lose all we gained from our time off.
3 prevailing themes pointing to a martech reset
There’s a low-key reset transpiring across multiple enterprise stacks. Here's how martech leaders can respond.
The innovator’s dilemma: How to future-proof your martech stack
Understand functioning technology and learn seven strategies for optimal martech management in a shifting digital landscape.
5 steps for building a recession proof ABM program
To succeed in this competitive market, you need to optimize your ABM strategy. Here are five steps to get you started.
5 tips for successfully adding martech to your stack
Following these steps will help you implement and adopt martech successfully, whether it's one or several platforms.
How to foster effective collaboration between marketing and IT
Learn the key points of friction between marketing and IT and how to enhance communication and effectiveness.
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.