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 implement dynamic pricing without alienating customers
Uncover the impact of dynamic pricing on modern commerce and how to adopt it while ensuring fair practices and customer loyalty.
Digital asset management (DAM)
Does your organization need a DAM? Audit first, with these easy steps.
While DAM platforms can help marketers deliver consistent experiences, there are questions of process, training and budget to answer before beginning the buying process.
6 core competencies every martech manager needs
Here's how marketers can lead and shape marketing technology strategies, focusing on six core competencies essential for martech success.
GDPR is a help, not a hindrance, to marketing
83% of European CEOs and marketing executives say they can do effective marketing while adhering to GDPR standards.
Customer journey orchestration
The failsafe approach to building strategic nurture paths
Optimize your marketing efforts by crafting effective nurture paths that foster trust and guide potential customers to conversion
7 marketing strategies to conquer decision paralysis
Uncover powerful marketing strategies to streamline decision-making and guide customers to purchase with confidence.
Why psychological safety is the key to marketing team innovation
Marketing leaders need to understand the brain's role in minimizing threats and maximizing rewards to transform team dynamics.
Marketo experts share tips for successful MAP implementations
Implementing a marketing automation platform like Adobe Marketo Engage requires careful preparation for the project, data and team members.
How to boost operational maturity with strategic martech selection
Learn the importance of evaluating marketing technology tools that enable operational maturity and best practices for finding them.
Marketing artificial intelligence (AI)
How Georgia-Pacific seeks to leverage AI to its full marketing potential
A disciplined approach to identifying opportunities, experimenting and scaling AI integration, which can lead to better marketing outcomes.
Marketing artificial intelligence (AI)
Ethical considerations for AI adoption in MOps
Understand the key ethical challenges and best practices for responsibly adopting AI in marketing operations.
Will you ever trust a B2B tech vendor?
Some vendors lose the trust of customers through poor decisions. But some don't seem to be trying to earn it to begin with.
Hiring a data warehouse architect: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: job responsibilities for a data warehouse architect.
How to bridge the gap between creative marketers and marketing analysts
Practical solutions to align creative and analytical marketing teams and create data fluidity for more responsive, effective campaigns.
7 value-added assets to engage and upsell customers
Increase customer lifetime value by repurposing your demand generation content and maximizing your martech stack for upsells and cross-sells.
Big players vs. niche specialists: Choosing your martech vendors
Robust enterprise support or personalized attention? Here are key factors to weigh when selecting the right martech vendor for your business.
Marketers, it’s time to walk the walk on responsible media
Dive into the nuances of responsible media buying that balances brand safety and support for credible journalism, DEIB and sustainability.
Unleashing AI in martech: A guide to cross-functional collaboration
Here’s how cross-functional teams can work together to overcome data silos and build robust AI models that drive martech success.
How to safeguard your brand during a digital transformation
Digital transformation shouldn't sacrifice consumer trust. Grow your brand through AI and other tools while safeguarding your reputation.
Gone in 30 seconds: Marketing in an increasingly distracted world
Adapt your marketing strategy to win the battle for your audience's attention in the face of constant distraction.
Marketing artificial intelligence (AI)
How to transform martech and multichannel marketing for the AI era
Key approaches to coordinate martech investments and multichannel strategies to boost engagement and adaptiveness in an AI-enabled era.
Optimization and personalization
Unlocking customer loyalty: 5 core motivations powering personalized marketing
Personalized marketing taps into core human desires. Here’s how to create tailored experiences that resonate with customers on a deeper level.
Marketing’s future is directing disruption
The theme of this year's Gartner Marketing Symposium is that it's no longer enough to seek to adapt to disruption. Marketing must direct it.
8 tips to adopt vertical marketing and drive SaaS growth
Find out how to transform your horizontal software into a vertical powerhouse with these targeted strategies.
Marketing artificial intelligence (AI)
AI is a threat to some marketing agencies, an opportunity for others
Marketing agencies may fear AI will make them extinct, but there are reasons to believe some will be winners in this new world.
Marketing artificial intelligence (AI)
Why local, fine-tuned models are the near future of the AI workflow
Here’s how fine-tuned AI models can revolutionize marketing workflows by providing focused intelligence tailored to your requirements.
Maximizing martech’s impact: Insights from The CMO Survey
The report uncovers misalignments in how companies approach martech spending, implementation and integration.
Even great demand gen can’t overcome a lack of brand marketing
Demand generation alone can't drive sustainable growth. Here's why brand marketing is key for creating demand and activating buyers.
9 must-have tools for demand gen marketing
Explore the top tools that can level up your demand generation efforts, from marketing automation to AI-driven communication and beyond.
From creative briefs to conversations: The key to better marketing alignment
Creative briefs have been a staple of marketing departments since the 1960s. Is it time to reexamine this relic in light of our current ways of working?
Show, don’t tell: How storytelling leads to lasting brand impact
Here’s how incorporating storytelling into your branding and messaging increases trust, empathy and bottom-line results.
Escaping the marketing circus: How empathy can realign brands, audiences and results
Feeling the strain of inauthentic marketing tactics? Reclaim the human element with this empathy-driven approach.
Being position-less secures a marketer’s position for a lifetime
Clearing up any confusion around the term Position-less Marketer.
Why startups need more than just press releases
Understand the roles of earned media and crisis communications under the PR umbrella and why startups need all three for success.
24 customer experience misconceptions debunked
Gain clarity on what customer experience truly means and how it impacts your marketing and business results.
Martech consultants are the secret weapon for conquering martech complexity
Uncover the evolving role of martech consultants in guiding enterprises through martech strategy, product selection and stack implementation.
Not too hot, not too cold: How to build the perfect martech stack
Strategies for finding the right balance of martech tools to achieve your marketing goals and drive business success.
The marketing ROI problem has its roots in marketing culture
Problems demonstrating marketing ROI? Think about company performance rather than marketing performance and reconsider your metrics.
Unlocking growth: The power of user communities for B2B SaaS companies
Boost customer retention, brand advocacy and recurring revenue for your B2B SaaS product by fostering an active user community.
Rethinking fit, growth and go-to-market for the modern startup
Strategies for aligning product, sales, marketing and customer success teams during the problem-market fit stage.