At last count marketers have 6,829 marketing technology (MarTech) solutions available from 6,242 unique vendors in about 50 categories from which to choose, according to Scott Brinker’s 7th edition of the marketing technology landscape. Brinker, vice president of platform ecosystem at HubSpot and author of the Chief Marketing Technologist
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Life’s toughest decisions all have one thing in common: sandwiches. Yes, sandwiches can model just about any conundrum — including the choices inherent to mapping and integrating marketing technology stacks. Too often, our conversations about martech are bland, like freezer bag chicken strips on an aging hamburger bun.
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The pressure is on: build a technology infrastructure to drive more revenue, lower the cost of customer acquisition, improve customer experience, and at the same time innovate to drive competitive differentiation.
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Most marketers in the hunt for technology take an “informal” approach to assessing requirements as they begin the buying process, according to data from Target Marketing and IBM (download required).
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Sometimes we get so far ahead of ourselves with the promise of emerging technologies that we forget the most basic of all rules: You gotta learn to crawl before you can walk.
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A few months back, Gartner released its CMO Spend Survey 2017-2018 (registration required), which showed marketing budgets slipped from 12.1 percent in 2016 to 11.3 percent in 2017. The report also noted a 15 percent drop in the percentage of the CMO’s budget that is allocated toward marketing technology.
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Yes, the title of this article is a bit of an oxymoron. It's also an apt description of what today’s technology marketers are challenged to do. On the one hand, marketers are tasked with simplifying their stacks to reduce costs and improve productivity.
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With so much falling inside the digital realm these days, there has been, according to some, a convergence between the CIO and marketing roles. The roles of chief marketing technologist (CMT) or CTMO (Chief Technology Marketing Officer) has been on the rise and some are even calling it a
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Are marketing technology vendors invested in compliance readiness for the General Data Protection Rule (GDPR)? Or have they taken the casual, toss-up-a-few-blog-posts kinda approach? Tim Walters, partner and privacy lead with New York City-based Digital Clarity Group and a GDPR analyst, told CMSWire the commitment from MarTech vendors
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Marketing technology vendors face a "multi-faceted" challenge to ensure their personal-data-gathering systems comply with the European Union’s General Data Protection Rule (GDPR). Specifically, they must secure data against unauthorized access, facilitate a deeper level of customer consent, provide auditable descriptions of actual data use, and be able to verify
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