Marketing operations (MOps)
MarTech is your source for marketing operations (MOps) 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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5 things martech leaders wish their teams knew
Listening to leadership's perspective may help martech practitioners overcome day-to-day challenges.
Why we care about B2B marketing: A guide for marketers
Learn what B2B marketing entails, how it differs from B2C, and what best practices marketers should be aware of.
5 steps to make the most of your reporting and analytics
Ensure that your data provides you with actionable information to help guide your marketing efforts.
The right way to select a CDP
Understand the marketplace. Understand your architecture. And don't forget to negotiate.
Keys to successful marketing experimentation
Embracing failures when things don’t go as planned is critical for marketing innovation.
Why marketing operations leaders have become modernizers
MOps leaders now orchestrate business and customer outcomes at the modern intersection of art and science.
5 tips to boost user adoption of new martech tools
Get your end-users on board and ready to embrace new solutions.
Why testing is a marketer’s most powerful tool
Testing is much more complex than it seems, but focus on the insights and not the results.
5 CMO tips to transform marketing operations from killer to dream fulfiller
Insights gleaned from time working on both the creative and operational sides of marketing.
Good morning: Let’s get creative
The line between creative and operations is starting to blur.
InMobi releases independent ad mediation platform
Let publishers own and manage their data and review advertising spend. end-to-end.
Why we care about RevOps: A marketer’s guide
RevOps seeks to maximize your brand's revenue potential by aligning departments and processes. Here's why organizations should consider implementing it.
The evolution of digital analytics and marketing
It's time to prepare for using Event-Based Analytics to evaluate the digital customer journey.
How to unlock the power of your marketing technology
Do it right and you increase your chances of successful digital transformation.
Only 11% of CMOs say they have achieved digital transformation goals
Skill shortages, incompatible technologies and inadequate data are biggest roadblocks to success
Is A/B testing dead?
A/B testing is still valuable, but marketers should take advantage of its next evolution.
Customer journey orchestration
Why the business automation market is poised to explode
Automation can lower costs, improve customer experience and build a lot of agility into marketing organizations.
Good morning: Add another layer to your stack
With new technologies flooding the space, a tech stack is never finished. But we'd like to know more about yours.
How to establish a new martech role
Getting colleagues familiar with your new martech position is no easy task.
Navigating the evolving martech landscape
Change is inevitable across the marketing technology industry. Here's how to stay ahead of the game when it comes to managing your martech stack.
16 marketing automation platforms your organization should consider
Marketing automation platforms offer numerous benefits by streamlining manual B2B marketing tasks, including lead management, email campaign development and landing page creation.
5 big obstacles to overcome to succeed in agile marketing
Understanding the agile mindset and where you’re headed will help you avoid common pitfalls.
The cost of bad communication is skyrocketing — what CMOs need to know
New research reveals what’s hindering collaboration and productivity in the era of hybrid work—and what marketers need to know for success.
How to explain marketing operations at different levels: From children to experts
Starting with a child and finishing with an expert, how to explain what marketing ops is and why it's important.
Real Story on MarTech: Most important vendor selection tips
Important lessons to keep in mind when choosing technology.
Good morning: There’s more to MOps than marketing automation
If you don't meet your customers where they are (and that includes B2B buyers), they might not come looking for you.
Marketing operations and technology shouldn’t ignore the web
While talking about marketing automation. CRMs and CDPs, don't forget the web channel, especially as a space for experimentation.
Secrets of marketing agency success
New CallRail report reveals highlights from 2021 — and 2022.
4 ways to build a successful ABM strategy
Auseh Britt of Terminus unpacks tactics to help marketers improve their ABM strategies.
Bye, bye Marketo Sky: What matters in Marketo’s January 2022 release
This release adds new features from sales empowerment to blocking unwanted form fills.
The marketing black box: Why radical transparency is key
Marketing teams must operate more transparently, both internally and externally, to realize their full potential.
3 social media trends impacting marketing in 2022
The social media landscape has changed drastically. Here's how marketers can prepare for the latest trends.
Do marketers need their own agile framework?
Historical experience from agile marketing leaders may or may not help take the guesswork out of everything.
Good morning: It’s not all about revenue
Focusing on revenue as the key business outcome actually may not be the best way to drive growth.
Is martech in a revenue bubble and how soon will it burst?
Revenue goals are important, but when they take over, customer experience, product and brand can get left behind.
Customer relationship management (CRM)
What is customer relationship management (CRM) and how does it support marketing?
A marketers' guide to CRM and its relationship-building capabilities.
Why marketing automation is crucial to your success
Learn how it makes your campaigns more effective and drives sales
Account-based marketing (ABM) buyer’s guide
24 questions to ask account-based marketing vendors during a demo
By working with one or more of the many ABM tool vendors, marketers can better navigate the rapidly evolving B2B landscape.
Real Story on MarTech: Beware of vendor bullying
Empower your team to push back and avoid long-term consequences of making bad technology decisions.
Real Story on MarTech: Where is the puck going in 2022?
No one really knows where martech is headed, but careful diligence can uncover whether that vendor is skating at a pace and direction that works for you.