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 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.
How to avoid pitfalls of data-driven marketing execution
Steer clear of common decision-making mistakes like inconsistent data monitoring, wrong metrics and a lack of agility.
5 ways to use project management data to increase marketing ROI
Get tips for aligning data with marketing goals, optimizing workflows, managing resources and more.
How to align your martech COE with organizational and go-to-market goals
Understand the role of a martech center of excellence in enhancing marketing efficiency across different business functions.
The fading third place: A reflection on Starbucks and society
Starbucks can return to its glory days by cultivating a sophisticated coffee culture and digital innovation that preserves brand value.
How to un-silo your organization and be more customer-centric
Practical ways to implement cross-functional collaboration, shared goals and customer-centric journey mapping in your business.
How to make the most of your market research data
Breathe new life into underutilized market research through reanalysis, data integration and advanced analytics techniques.
What marketing can teach the enterprise about AI
CMOs must champion AI adoption in the enterprise, aligning AI initiatives with business priorities, empowering teams and navigating AI-related risks.
Marketing artificial intelligence (AI)
The AI-powered marketer’s roadmap to the future of content
Key trends, lessons and strategies to help you navigate the exciting future of AI-powered content creation and stay ahead of the curve.
3 ways to use data analytics to connect with Hispanic consumers
Maximize your reach in the Hispanic market using data analytics with insights on personalization, cultural relevance and more.
Top tips for onboarding new martech vendors
Facilitate seamless vendor onboarding by exploring contract considerations, setting expectations and communicating effectively.
3 tips to maximize your ROI at events
Ensure your conference investment pays off with these tips on strategic preparation, targeted outreach and effective follow-up.
New Adobe Workfront Planning ties campaign development to execution
Workfront Planning, new from Adobe, joins the dots between upfront campaign planning and record creation and work execution.
How to optimize your app as part of a cross-device approach
Dive into the benefits of apps over mobile websites, and learn how to seamlessly integrate them into your marketing mix.
Marketing artificial intelligence (AI)
Where to deploy AI for maximum martech impact
Key benefits, deployment options and strategies for integrating AI to boost performance and achieve outstanding ROI.
How employee experience drives customer satisfaction
Dive into research findings and real-world examples of how positive employee experiences translate to better customer experiences.
Why you need to master martech tool management
How to ensure data privacy, control platform access and improve processes without extensive technical knowledge.
Marketing artificial intelligence (AI)
How wisdom makes AI more effective in marketing
Integrating wisdom with AI enhances marketing strategies, ensuring more ethical and effective customer engagement.
How marketing workflows will change with AI
It's clear that AI will impact the way workflows are created, but how will that impact, in turn, roles in marketing?