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 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.
Future-proofing martech strategies against macro forces
Martech doesn't exist in a vacuum. Stay ahead by considering macro factors that impact marketing strategies.
5 ways to evolve agile marketing for real business results
Organizations thriving with agile practices are applying these five tips to achieve meaningful outcomes that align with their unique needs.
Job dissatisfaction up sharply: The 2024 MarTech Salary and Career Survey
Dissatisfaction rose as time, talent and budget became harder to find and expectations to show ROI increased.
Beyond multichannel and omnichannel: Understanding the optichannel approach
Here’s how optichannel and omnichannel approaches complement each other to maximize customer engagement.
Harnessing martech insights: A roadmap to customer-centric business strategies
How to integrate martech insights across your organization and unlock opportunities and competitive advantage.
MarTech Salary and Career Survey: More promotions and more layoffs
Overall, the median salary of men is 35% more than the median salary of women. At director and up, women earn 5% more than men.
5 secrets to cross-functional collaboration in marketing
Learn how leading organizations break down silos, promote knowledge sharing and create a culture of transparency for optimal operations.
Ethical marketing in the age of hidden fees and deceptive pricing
Marketing must benefit businesses, consumers and society by promoting accountability, transparency and genuine connections.
Transform your B2B brand: 7 strategic insights
Is your company considering a makeover? This marketing advice will help avoid serious headaches and unearth new inspiration.
The rise of the position-less marketer
The position-less marketer is superpowered to drive their companies to outpace competition, engage audiences more effectively and improve business outcomes.
How martech leaders must embrace AI for customer-centric marketing
Explore the imperative for martech leaders to personally upskill and embrace AI to deliver true customer personalization in 2024 and beyond.
Navigating the cookieless future with cross-functional teams
The cookieless future demands teamwork. Learn the importance of cross-functional collaboration for marketers, IT professionals and beyond.
The sticky problem of martech integration
Martech innovations have created hundreds of little islands of strategy, tactics and data.
How to augment market research and glean customer insights with AI
Learn how AI-driven data mining and sentiment analysis can deliver more accurate and actionable customer insights.
Marketing artificial intelligence (AI)
Riding the AI tsunami: Harnessing creativity and efficiency in the digital age
Dive into the world of AI-powered marketing strategies for consumer-packaged goods, revealing new avenues for creativity and efficiency.
How to find your next, best customers with ABM
Here’s how account-based marketing (ABM) can help you identify and acquire your next, highest-value customers.
Diversity and inclusion in marketing
Number of women in marketing up, but salary and seniority remain problems
Women hold 51% of jobs at UK SEO agencies, however men are more likely to hold senior positions.
Marketing artificial intelligence (AI)
Building your generative AI marketing skillset: Training and upskilling
Essential resources for navigating generative AI in marketing, from online courses to blogs and newsletters
Marketing artificial intelligence (AI)
How to assess your organization’s AI readiness with the 5P framework
Tips for defining your AI strategy, engaging stakeholders, optimizing processes, selecting platforms and measuring performance.
5 practical marketing tactics to accommodate new technologies and AI
Discover real-world approaches to adapt your marketing, from leveraging AI chatbots to content repurposing and upskilling teams.
3 ways to be an adaptive leader in an agile world
Learn how agile planning, customer focus and skill diversification can empower leaders to thrive amid market uncertainty.
Why B2B marketing needs brand building more than lead gen
The B2B obsession with lead gen metrics contradicts marketing fundamentals and prevents awareness from developing into active demand.
Adapting marketing strategies for post-pandemic reality: The need for authenticity
Learn how embracing authenticity and purpose in marketing can lead to more fulfilling careers and meaningful connections with customers.
How marketers can reinvent the IT-marketing dynamics
Marketers must partner with IT to audit their martech stack, increase adoption through accountability and rethink team structures for greater efficiency.
If you’re marketing on ‘Email Island,’ don’t get yourself voted off
Who can email marketers trust when email providers, email users and even their own sales team seem pitted against them?
Niche advertising: 7 actionable tactics for targeted marketing
Learn strategies for effective niche advertising to connect with specific audiences in an oversaturated marketing landscape.