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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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.
3 ways to boost digital marketing ROI while reducing carbon footprint
Here’s how aligning sustainability goals with smart digital marketing tactics can simultaneously improve your ROI and reduce emissions.
A scoring model your GTM team will fall in love with
Simplify lead scoring with this two-part model that focuses on identifying ideal prospects and their recent engagement behaviors.
How to turn your ideal customer’s pain points into entry points
A step-by-step workshop approach to defining the key 'entry points' where your product or service can solve customers' pressing pains.
Marketing artificial intelligence (AI)
Human + machine = marketing powerhouse: How AI empowers the marketing generalist
OpenAI’s Sam Altman predicts AI will handle 95% of tasks outsourced to agencies today. Here’s what it means for the future of marketing.
How to measure marketing’s value in the inevitable cookieless future
Tips for adapting and diversifying your marketing measurement techniques for sustained success in a cookieless future.
The dark side of virtual try-on tools: Safeguarding biometric data
Hackers are finding ways to steal biometric identifiers, like facial recognition and fingerprints. Here’s how to avoid data breaches.
14,106 martech tools reveal 3 trends you should master
What you need to know about martech consolidation, atomization of specialist tools and the untapped potential of generative AI in martech stacks.
How to effectively delegate tasks and manage projects
Maximize team efficiency by explicitly requesting work, documenting asks, using project management tools for transparency and more.
Diversity and inclusion in marketing
What is diversity and inclusion in marketing?
Diversity drives success, but only if it's in both your content and your organization.
Optimization and personalization
Navigating personalization vs. privacy: 3 tips for delivering win-win customer experiences
Tactics to build customer trust in your marketing through transparent data practices and consent-driven personalization.
Data literacy: The key to correcting the C-suite trust deficit
Overcome the absence of trust in marketing. Develop a data-driven process for campaign planning aligned to cross-departmental metrics.
The problem with B2B marketing: Misaligned measurement is stifling innovation
Dive into the systemic issues hindering creativity in B2B marketing and how to strategically leverage advertising for long-term brand growth.
Unlock marketing efficiency: The essential guide to martech stack optimization
Gain a competitive edge by ensuring your marketing technology stack is always optimized for operational excellence.
Do CMOs really understand how their teams use martech?
And how much does it matter if they don’t?
The great debate: Activity vs. results
Effort or results — what really drives a business forward? Jump into a debate that’s sparking lively conversations across industries.
Marketing artificial intelligence (AI)
AI transformation: How to prepare your marketing team
Navigate the challenges of AI disruption in martech with a people-focused approach. Here’s how to get your team on board.
What can a potential U.S. TikTok ban teach marketers?
Brands must prioritize owned marketing assets like websites and blogs to maintain control over their narratives and customer connections.
SMBs are investing more time and resources in marketing
Around 40% of SMBs are looking for ways to increase the dollars and time spent on marketing. It's a struggle.
How to produce brand-approved email designs on time and on budget
Learn a smarter, template-driven approach to producing on-brand, personalized emails that work across devices and email clients.
Marketing to the 50+ crowd: A booming opportunity
Capitalize on the booming "silver economy" by marketing to the 50+ demographic, a growing and wealthy consumer class with evolving needs.
How to align processes to drive martech utilization
Conduct a marketing processes and technology audit, map platforms to the buyer's funnel and streamline your martech stack.
3 considerations before leaving your martech vendor
Understand if it's time to move on by evaluating solution fit, looking into your vendor's plans and exploring the competitive landscape.
7 steps to creating an audience-based B2B marketing plan
Boost marketing-driven revenue with granular audience segmentation. Use this 7-step framework for targeting the right prospects.
The state of data in 2024: How the ad industry is adapting to privacy regulations
Learn how leading brands are navigating the privacy-first ecosystem by prioritizing consumer trust and embracing first-party data.
Marketing artificial intelligence (AI)
Decoding generative AI: Top LLMs and the app ecosystems they support
Learn to strategically select AI tools for your marketing's success and discover top LLMs driving the industry.
It’s time to turbocharge our path to email innovation
Email marketers must leverage data and generative AI to propel the industry forward rather than settling for incremental gains.
Achieving a low Gmail spam rate: 3 essential steps
Tips to stay compliant with Google's email guidelines, plus best practices for data hygiene, domain authentication and privacy law adherence.
Why relying on AI won’t improve the customer experience
Creating memorable experiences goes beyond integrating AI. Focus on small touches, employee empowerment and anticipating customer needs.
Unifying projects and products: The power of program management in martech
Explore the strategic role of programs in aligning product management, project management and MOps to drive sustainable growth.
The effectiveness crisis in B2B marketing: Why MOps must shift focus now
Here’s how MOps can balance the drive for efficiency with the need for marketing effectiveness, especially as AI tools proliferate.
Customer relationship management (CRM)
MarTech’s CRM experts to follow
CRM is essential to martech. Doesn't matter if you're B2B or B2C, you use it. Here are the must follow voices to stay up to date on the latest developments.
Martech’s moment of truth: Why product excellence beats slick sales pitches
Elevate your martech beyond just functional tools and transform them into emotional catalysts that aid marketers and delight customers.
Marketing’s inner game: Unlocking the power of natural productivity cycles
Practical strategies to navigate your day with energy, focus and balance by aligning with your natural ultradian rhythms.
Adtech’s climate challenge: Can marketing cool the planet?
The Green Media Summit looks to give people actionable ideas about how their business and industry can generate less greenhouse gasses.