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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Data analytics: Your stack’s past and limitations
Understanding your martech stack's evolution makes working with data analysts more efficient.
Predictable marketing ROI is doomed: The MarTech Conference day 2 keynote
Marketing operates in a complex, volatile environment and your thinking needs to reflect that.
Agile Champion: Getting started with the Agile Marketing Navigator
Marketing is a lean machine and might benefit more from an Agile Champion than from a traditional Scrum Master.
How marketing campaigns can go wrong
It seemed like a great marketing idea. Then it backfired. The reasons can be studied, interpreted, and used to improve.
Fintech marketing today and beyond: Exploring best practices and strategies
Success in fintech marketing requires not just an understanding of SEC rules and regulations. It demands a strategy focused on customers.
The secret to building a useful martech stack
Want to ensure the success of your martech investments? Here's a simplified approach to implementing your martech stack.
Marketing Owner: Getting started with the Agile Marketing Navigator
The Marketing Owner understands business goals and is able to prioritize the work that needs to be done.
How to make the time to solve marketing problems
Making time is mandatory whether you want to achieve great things or just knock the next must-do project off your list.
Digital asset management (DAM)
How to build your DAM foundation
Here are a few key factors to keep in mind as you navigate the decision process in selecting your DAM vendor.
Marketers likely to return to in-person events in 2023
By the second half of 2023 almost half our survey sample says it's extremely likely they will return to in-person events.
An incredibly brief guide to shifting marketing offshore: Part 2
How to decide which marketing tasks can be offshored and which can't.
Content marketing: What it is and why marketers should care
Content marketing creates better customer experiences. Here's why it matters, along with tips and tools to help you drive results.
Teams: Getting started with the Agile Marketing Navigator
This week we look at the first of six agile marketing roles: the Team.
Should CMOs be political? Lessons from Nike, Delta, Burger King and others
Wading into controversial topics can be be risky for brands. Here's how CMOs and marketing leaders can make sense of their stances.
The budget bottleneck: How to get more from your marketing budget
No matter how big or small your budget is, what matters is how you spend it. Learn how to get higher returns from your marketing investment.
US martech spending set to break $20 billion this year; growth slowing
This is a 14.3% increase from 2021 when spend was up 20.9%
Partnering: Getting started with the Agile Marketing Navigator
Learn about the benefits of the key practice of Partnering.
Waste Removal: Getting started with the Agile Marketing Navigator
Waste prevents work getting done in an agile and efficient way. Here's how to remove it.
Why we care about data-driven marketing
Data is foundational for today's marketing. Here's why, along with best practices for extracting the most value from it.
Cycle Time: Getting started with the Agile Marketing Navigator
Gaining visibility into all the steps involved in a marketing task sets you up to eliminate inefficiencies.
Why martech integration needs more than technical skills
In addition to technical know-how, organizational skills and a culture of experimentation are key to successful martech integration.
An incredibly brief guide to shifting marketing offshore
Looking to tap new labor markets for marketing talent? You need to know which tasks can be "lifted and shifted." Here's a recipe for success.
Work in Progress Limits: Getting started with the Agile Marketing Navigator
Experienced agile marketing teams can improve their efficiency by setting and adjusting work in progress limits.
Diversity and inclusion in marketing
A new way to find the tech talent you need
Look for skills and potential instead of specific experience.
The only two things that matter in marketing
If you want more revenue and results from marketing, you need to develop experimentation and optimization processes. Here's why.
It’s time for CMOs to talk business
CMOs are marketing-minded already. Today they need to be business-minded above all.
10 questions to ask when auditing your email program
It's time to rethink the email marketing audit. Here's your blueprint for the coming year.
Webinar: The key to email marketing success
Maximize marketing spend and email deliverability.
Story Points: Getting started with the Agile Marketing Navigator
Agile marketers can use Story Point estimation as a fast and easy way of estimating the work involved in Backlog tasks.
6 martech contract gotchas to be aware of
Martech contracts can raise thorny issues. Here are some to look out for.
Marketing artificial intelligence (AI)
Governing AI: What part should marketing play?
With artificial intelligence (AI)/machine learning (ML) models being developed for all kinds of marketing problems, what part should marketing play in developing and monitoring the applications that serve them?
Customer Stories: Getting started with the Agile Marketing Navigator
Agile use of Customer Stories gets all members of the team on the same page for the work that needs to be done.
Email marketing webinar: Find the right platform
Maximize marketing spend and email deliverability with one service provider.
Webinar: Marketers’ secrets to overcoming challenges
Tune in to this panel to get key findings from MarTech's survey.
Project and workflow management
Winning the martech procurement process
Making life easier for executive assistants will also make it easier for you.
Spreadsheets remain critical for marketers
An astounding 80% of marketers say spreadsheets remain "critical" to their work.
Team Improvement: Getting started with the Agile Marketing Navigator
Team Improvement sessions should be conducted by and for the team. Here are the benefits.
Webinar: What you need to know to rise above economic and buyer uncertainty
Tune in to this panel to get key findings from MarTech's survey.
Team Showcase: Getting started with the Agile Marketing Navigator
Agile marketers should bring the team together regular to showcase wins and learn quickly from losses.
How work management tools are connecting marketing teams and processes
Vendors are now creating marketer-centric work management systems.