Tag Archives: martech strategies

How to Simplify the MarTech Stack

How to Simplify the MarTech Stack

The marketing technology (martech) landscape, as monitored by Scott Brinker, is made up of 6,829 solutions from 6,242 vendors. That’s up from just 200 solutions in 2011. What’s more, the martech sector attracted venture capital investments of more than $8.8 billion last year. For volume reasons alone, it

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Tame the MarTech Beast for Better Customer Journeys

Tame the MarTech Beast for Better Customer Journeys

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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Want to Be a Digital Leader? Harness This Crazy, Mashed-Up Technology World

Want to Be a Digital Leader? Harness This Crazy, Mashed-Up Technology World

Succeeding at digital business today — from commerce to government to high tech — requires harnessing an ecosystem of technology and capabilities. And that ecosystem is growing every day.  Think cloud-based services, martech and adtech software, customer journey orchestration, machine learning, conversational UIs, APIs and more.

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Don’t Limit MarTech to Top of the Funnel: Apply Across the Entire Customer Journey

Don't Limit MarTech to Top of the Funnel: Apply Across the Entire Customer Journey

As the MarTech solutions available to brands evolve at an ever-increasing pace, the role of the CMO is also undergoing a critical transition. Traditionally, those responsibilities have focused on winning new customers by effectively communicating a brand’s story and differentiation. While undoubtedly still essential, a recent study by the CMO

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