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 use decision intelligence to tackle complex business challenges
DI is a framework for marketing and other business teams to make impactful decisions in an increasingly complex world.
Why CMOs must cross the technical divide
Here's why today's CMOs should prioritize marketing technology strategy and create internal policies for using generative AI.
MetLife uses agile marketing to unleash pet insurance sales
MetLife, a leading global insurer, is using an agile marketing approach to unlock the power of self-governing teams, drive business growth, and connect with consumers.
Marketing artificial intelligence (AI)
The end of marketing or a new beginning? The truth about AI
Artificial intelligence is shifting marketing approaches. Here's what you need to know to stay up-to-date and prepare for what's ahead.
MarTech Salary and Career: Saidah Abdulhaqq on the making of a unicorn
"It's hard to be a generalist in marketing technology. You definitely have to be a specialist to really do the work that we do well."
Marketing technologists are well-rewarded
The 2023 MarTech Salary and Career survey shows marketing technologists earning more on average than marketers.
Working with freelance marketing talent
Small and medium businesses like independent insurance agency Boomer Baby can get marketing experts on demand from GrowTal.
8 inexpensive professional development ideas for martech pros
Looking to stay ahead in your career? Consider these cost-effective learning opportunities for martech professionals.
What are the top skills you need for digital marketing?
Investing in the right marketing talent, tools and processes helps organizations keep up with the competition.
5 tips to get more value from your martech stack
To consolidate or negotiate? Optimize your marketing and sales technology for better ROI with these cost-saving strategies.
CFOs split on increasing or cutting marketing budgets
53% of CFOs say they expect to increase the marketing budget by at least 3%. The rest plan on keeping it at current levels or cutting.
How to choose the right martech partner: 6 practical tips
Selecting a partner that aligns with your needs and goals is critical to producing successful martech projects.
Accuracy in digital analytics: What marketers need to know
Learn how to better understand analytics data by looking at nuances in data measurement and exploring how analytics tools work.
Diversity and inclusion in marketing
How marketing leaders can make diversity work within their teams
Real change happens when different decisions are made. Learn how embracing diversity leads to better decisions.
How to define your marketing organization’s rules of engagement
High-performing marketing organizations have clear, actionable principles for how they will and won't operate. Here’s how to define yours.
How CMOs should respond to ChatGPT’s marketing impact
CMOs must urgently assess ChatGPT's impact on key marketing functions and steer the responsible use of AI.
Moneyball your marketing ops team
The art of building a winning MOps organization.
International Women’s Day 2023 and the martech community
Martech is the intersection of marketing, where women hold 48% of all jobs, and tech, which is only 27% women.
3 reasons marketers are 10 years behind with agile — and how to catch up
Why marketers have shown resistance to agile frameworks for their work — and how to overcome that resistance.
Marketing mix modeling: A marketer’s guide
With increased pressure to prove the value of marketing, it's time to revisit the MMM approach.
Build a winning marketing attribution framework
In this webinar, learn tried and true best practices from attribution pros.
Stacey Ackerman: Spotlight on the expert
A discussion with our expert contributor about how she got into agile marketing and what the future holds for the space.
Why CMOs must be the company’s biggest advocates for digitalization
Southwest Airlines' massive system failure demonstrate the harms of neglecting your tech stack. Here's why marketers need to take action.
Why focus is the way forward for high-performing marketing organizations
Here's why aligning your organization's efforts with a focused vision matters and how to develop a differentiating positioning strategy.
Digital asset management (DAM)
Does your organization need a digital asset management platform?
While DAM platforms can help marketers deliver consistent experiences, there are questions of process, training and budget to answer before beginning the buying process.
Top 10 immersive marketing events of 2023
Here's a list of must-see events for marketing professionals looking to boost their metaverse marketing muscle this year.
HubSpot to cut around 7% of workforce by end of Q1
The cuts come against a background of very rapid growth by the company over the last two to three years.
11 steps to boost marketing metrics with employee happiness
Leverage the happiness rating, a CMO technique that connects feelings and emotions to elevate performance and productivity.
Introducing an in-depth guide to the Agile Marketing Navigator
Download a free ebook containing all you need to know about the Agile Marketing Navigator.
10 steps to target and connect with potential customers effectively
Are you rolling out a new marketing plan or looking to give your current one a face-lift? Here are 10 proven tactics to get new customers (that cost almost nothing).
Enterprise IT remains bright amid gloomy tech spending forecast
Worldwide IT spending is expected to slow, but software and IT services are projected to increase by 9.3% and 5.5% in 2023, respectively.
A 5-point framework for creating a high-performing marketing organization
Learn what it takes to develop high-performing creative marketing firms and in-house agencies that go beyond best practices.
How advertisers can take the lead in reducing carbon emissions
5 steps advertisers can take to reduce their contribution to the heavy carbon cost of digital marketing.
How to build a customer value squad — and why
A small, cross-functional team copes best with volatile, uncertain, complex and ambiguous environments — in the operating room or in marketing.
5 steps to reducing martech bloat through API integration
Having too many tools is useless when you’re not maximizing their collective power. Follow these steps to create a unified martech ecosystem.
5 ways to find standout CMO candidates
The CMO hiring process can be challenging for both candidates and selection committees. Here are some insights to help you get ahead.
Position marketing ops as a strategic partner: A New Year’s resolution
Make 2023 the year in which you change perceptions about your marketing operations team and its capabilities.
Digital asset management (DAM)
Implementation partner: The final brick in your DAM foundation
A good partner will not only help with the technical aspects of setting up the DAM but will assist in developing your long-term goals.
4 marketing takeaways from 2022 to help you conquer 2023
Look for things you can pat yourself on the back for. Be reminded that you made it through another challenging year.
How ‘the curse of knowledge’ may be hurting your business and what to do about it
It’s easy to assume that everyone else knows what you know. Here are some examples of where this bias can crop up and how to deal with it.