Welcome to Part 6 of: “A Nine Part Practical Guide to Martech Enablement.” This is a progressive guide, with each part building on the previous sections and focused on outlining a process to build a data-driven, technology-driven marketing organization within your company. Below is a list of the previous articles for your reference: In the previous […]
Part 6 — Building the car Read More »
Next month, Allocadia’s VP of marketing, Sam Melnick, and GE Digital’s VP of marketing operations, Neenu Sharma, will take the stage at the MarTech Conference in Boston. The two will cover how GE Digital uses Allocadia’s marketing management platform to to manage marketing budgets and set up a standard taxonomy across its marketing organization so
In 2014, after watching a number of companies with access to great technology still struggle to align their martech stacks with their their business objectives, Anita Brearton and her business partner, Sheryl Schultz, founded the marketing technology management platform, CabinetM. “We had this huge explosion of new technology in the market landscape, and people started
CabinetM CEO says companies do not have a handle on their marketing technology stacks Read More »
Earth Networks CMO Anuj Agrawal has more than a decade leading marketing strategy for B2B data and organizations focused on SaaS (software as a service). “I’ve lived and learned what it takes to drive customer acquisition, identify cross-sell opportunities and maximize retention,” says Agrawal. The CMO says his background spans all different levels of business
Image credit: Abdul Razak Latif / Shutterstock.com Welcome to Part 4 of “A Nine Part Practical Guide to Martech Enablement.” This is a progressive guide, with each part building on the prior sections and focused on outlining a process to build a data- and technology-driven marketing organization within your company. Below is a list of the
Part 4 — Building the team Read More »
Marketers everywhere totally freaked out last year when Scott Brinker published the 2016 edition of his Marketing Technology Landscape Supergraphic. They had every right to: The list of marketing technology companies exploded to 3,874 from 1,876 just the year before. That’s incredible. If you spent just one minute Googling each one of those companies to
Navigating the crowded seas of marketing technology solutions Read More »
Image Credit: EvrenKalinbacak / Shutterstock.com Welcome to part 3 of “A Nine Part Practical Guide to Martech Enablement.” This guide is focused on outlining a process for building a data- and technology-driven marketing organization within your company. In Part 1 of this guide, I outlined the case for a process to take full advantage of marketing
Part 3 — Assembling your team members Read More »
When Rishi Dave joined Dun & Bradstreet (D&B) as chief marketing officer more than three years ago, the company — whose origins stretch back to the mid-19th century — was looking to reinvent itself. “The big goal was to grow the company,” he told me, and to take “a consumer-like approach [to] modernize who we
D&B CMO Rishi Dave recounts how his company looked into the mirror to find the customer Read More »
With buzzwords like AI and machine learning being thrown around more than a football at training camp, it’s important for marketers to understand the ins and outs of how the various components that make up these technology advances work. Advancements in natural language processing (NLP) were one of the major steps forward that allowed AI
Natural language processing 101 Read More »
Welcome to Part 1 of this series: “A Nine-Part Practical Guide to Martech Enablement.” This series will outline a process to building a data-driven, technology-supported marketing organization within your company. Much is being written about martech, digital transformation and digital maturity, but there’s scant guidance on how to actually go about this journey. This series
Part 1 — What is ‘martech enablement?’ Read More »
