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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Privacy, a year later: How the GDPR has affected AI-powered marketing
GDPR may seem like a burden but as companies rebuild trust with consumers, it will become a sustainable approach fostering both innovation and accountability.
Here’s why you need to make sure your email design is mobile-first
Brands can now design emails to more easily create a uniform brand experience across platforms and devices.
Here’s how you build creative video experiences for a multi-screen world
It's time for brands to consider the nuances of each format at every stage of campaign production to create an effective video for multiple screens.
MarTech West Overtime: How B2B marketers can reach buying committees at their target accounts
ABM expert and MarTech West speaker, Peter Isaacson, offers advice about target account intent as well as advertising in the anonymous buyer journey.
MarTech Overtime: How B2B marketers can reach buying committees at their target accounts
ABM expert and MarTech West speaker, Peter Isaacson, offers advice about target account intent as well as advertising in the anonymous buyer journey.
Stackie Award winner ESRI’s martech slide ‘spread like wildfire’ across the company
The visual of the company's marketing technology stack has helped several employees better understand what the technology team has built.
How 2019 Stackie Award winner Sargento cooked up their stack
The exercise showed the cheesemaker that its martech stack was more robust than the marketing team first realized.
Alexa’s new HIPAA-compliant skills mean the healthcare industry must prioritize voice marketing
Brands need to start developing voice strategies that will provide value to target patients’ everyday lives and turn into trusted utilities.
The martech stack fallacy: It’s not about technology
Marketers have to do a better job of training people rather than buying technology just for the sake of it.
To enable digital transformation, PwC set about changing employee mindsets
The company's martech has become exponentially more valuable since introducing new processes to address digital transformation challenges, according to digital services marketing leader Stephanie Feldman.
How the New York Times applied marketing technology to triple subscriptions
The Times' martech product team sits between strategy and customer experience delivery and connects engineering and marketing.
How to wed multiple martech stacks when companies merge
Poly's Zack Alves and LogMeIn's Justin Sharaf have both led marketing technology teams through company acquisitions. Here's how they made it work.
Here’s why it is important to have a cohesive mobile customer experience
The way customers are accessing content is continually changing and brands need to engage with users on their terms.
MarTech Overtime: Have we achieved peak martech in 2019?
Contributor Jon Schepke shares his MarTech West takeaway about the complexity of the landscape and why CMOs need to keep up with the rapidly evolving ecosystem.
Stop playing ‘Pin the Tail on the Donkey’ with your marketing efforts
It's time to take off the blindfold and put energy into engaging the actual needs of your accounts. Here are four pragmatic steps toward capturing the real demand.
Freshly CMO Mayur Gupta’s unexpected path from technologist to marketer
Gupta found his engineering background gave him the perspective to shake up the rules of marketing.
Building a marketing operations team from scratch, one year in
Cisco Meraki's marketing ops lead shared the steps she's taken during the past year to hire the right talent for her team and design effective processes.
Why brands must take a people-first approach to martech
Don't get distracted by the shiny new thing. Companies that use martech to serve the "human experience" are getting it right, says Riverbed CMO.
Adobe CMO Ann Lewnes on making big bets on digital, cloud and AI
Lewnes discussed marketing technology trends and why robots will never replace marketers.
6 product launch challenges that require agile product development solutions
Launching a successful new product means truly understanding your consumers and what they need.
Gender gap persists in marketing technology roles, salary survey finds
Women in marketing operation and marketing technology positions also less likely to have received promotions.
2019 Stackie Awards: Meet the winners and behold their first-class marketing technology stacks
“We collectively learn so much from the way people organize and visualize their stacks," said MarTech Conference Program Chair Scott Brinker.
2019 Stackie Awards: Meet the winners and behold their first-class marketing technology stacks
“We collectively learn so much from the way people organize and visualize their stacks," said MarTech Conference Program Chair Scott Brinker.
Unstoppable trends every B2B marketer must embrace to drive growth
The ability to measure areas of investment will help us be smarter marketers.
How much martech should PPC marketers actually use?
The categorization of tasks, problems and solutions is key for PPC professionals to make informed choices.
What marketers need to understand about fines under the new California Privacy Act
Businesses operating in California (physical location or not) and generating $25 million or more annual revenue are expected to comply with the law.
Are your A/B tests just junk science?
Here are six lessons for marketers from the “Replication Crisis” in the sciences to keep in mind as you design your next round of A/B tests.
Why people are essential to B2B marketing success
A people-focus is the single most powerful differentiator between B2B organizations who struggle and those who repeatedly succeed.
The secrets to developing a high-performing martech team
Livongo's senior director of growth marketing Patty Spiller says the best martech leaders have four key traits.
Back to Basics: A beginners guide to voice search and digital assistants in 2019
Here's a roundup of the various digital assistants on the market today with some beginner tips on how to optimize for voice search.
TV ad platforms have some catching up to do
There are lessons from models like Facebook that TV platforms can learn from to adapt and realize their catch-up growth potential.
Martech in 2020: Agility, operations and decisioning are vital to success
To win in the next few years, attracting top talent, collaboration and Intelligence to leverage the martech stack will be vital for success. Empowering people will elevate brands.
What are the job responsibilities of marketing technology management?
Here's an advance look at the results of the 2019 martech salary survey.
Why agencies are feeling ‘meh’ about automation
Many agencies are too busy trying to keep up with daily demands, and finding talent to manage their current martech stack, to worry about AI right now.
Why developers should play a big role in your next marketing campaign
With product reputation at stake and developers influencing budget decisions, it’s more important than ever for marketers to win them over. Here's how.
What are marketers’ options for handling ad blockers?
Revisit your revenue model to creatively adapt to users who are increasingly embracing ad blockers. It's time to try whitelisting and native advertising.
Marketing ops is critical to the success of lead management
Creating an inter-related framework that forms the foundation for lead management in your marketing operations is important. Here's why.
Why we updated Marketing Land’s newsletter (and why we think you’ll love it)
We've got one main goal with our new daily brief: Deliver a great piece of content that helps you become better marketers.
A strong central stack of technology begins with the CMO
Chief marketing officers must map new technologies to core business objectives and articulate how they contribute to meeting goals. Here's how.
Join Marketing Land as deputy editor
We're looking to hire a sharp editor with serious digital publishing chops and deep understanding of today's digital marketing challenges.