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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MOps leaders as scientists: Embracing the scientific method
Discovery and experimentation are the processes.
3 pointers to navigate the confusing martech marketplace
Buying martech tools today is a complex, less-than-optimal process. These pieces of advice can help you overcome the confusion and get ahead.
Why we care about marketing management
Learn more about what marketing management is, its core concepts and why it's important.
6 tips to impress the C-suite with year-end marketing reports
Don't miss the opportunity to create year-end presentations for the executive team and demonstrate your team's accomplishments.
In this economy CMOs need to spend more on training, not tech
Marketers are only using 42% of their martech stack's capabilities. This is why they're struggling to demonstrate its ROI.
Why prioritizing business continuity in martech is a must
Preparing for the hypothetical isn’t a waste of resources. It's time to recommit to business continuity and disaster recovery planning.
From startups to Fortune 500s: This marketing strategy is unbeatable
You need a new marketing strategy and "test-driven marketing" is the prime candidate.
3 ways to make martech simple again
Is it a bridge too far to find a way to a simpler, more useful martech stack and ease the misery of (mar)tech debt?
3 steps that will protect you from martech buyer’s remorse
Martech alone won’t fix your marketing problem. Learn why this thinking is a trap and three tips to avoid it.
Twitter’s demise would cost marketers an important, useful channel
The social media platform is a unique, immediate way to connect with consumers. Companies use it to improve customer experience and redefine their brand.
How to guarantee your marketing wins every time
Ensure every campaign you launch has the highest chance of success by making one simple shift in how you approach your marketing.
The role of modern marketing in carbon reduction
By scaling supplier engagement with compelling content and powerful martech, marketers can help reduce carbon emissions in the supply chain.
The MRI principle: Why it’s beneficial for martech practitioners
Applying the “Most Respectful Interpretation” principle is a must for martech practitioners dealing with various stakeholders. Here's why.
How to avoid the martech black hole and ride the crest of change
Find out how you can weather the storm and unlock the power of your marketing technology while futureproofing your stack.
5 ways marketing and IT can work better together
What's your relationship with your IT team? Adversarial? Collaborative? Non-existent? Here's how to drive better results with good teamwork.
From capturing leads to generating demand: Breaking down B2B marketing’s pivot
It's time to move on from outdated lead-centric strategies and tactics. B2B organizations should focus on buyer and account engagement.
Stakeholders: Getting started with the Agile Marketing Navigator
Here's how to manage relationships between an agile marketing Team and Stakeholders who have a vested interest in the work the Team is doing.
4 reasons why it’s hard to prove impact in marketing ops
Measuring impact is a common challenge in marketing operations. Here's how to overcome this hurdle, according to marketing ops experts.
5 tactics to get the 2023 email marketing funding you deserve
Get funding that lets your email program contribute significantly to the company's bottom line. Here's how to approach your budget requests.
The 2023 Digital Marketing Salary Guide is here!
The way companies evaluate and set salaries is evolving. Get the digital marketing salary trends business leaders and job seekers need as they plan for success.
Market research focus groups get new lease on life
Big troves of customer data still don't trump small focus groups. Quantitiative and qualitative approaches need to work together.
Why you don’t need a CMO… yet
Your startup most likely doesn't need a full-time CMO. Consider working with a fractional CMO in the interim and prove your model first.
Practice Lead: Getting started with the Agile Marketing Navigator
A Practice Lead ensures that an agile team has the skills, tools and assets it needs to be effective.
8 easy ways to improve your marketing capabilities
Want better performance and results from your marketing? Then give your people the support and resources they need to excel. Here's how.
4 ways to address B2B disconnects and drive customer relationships and revenue
Don't let B2B internal disconnects limit customer relationships, affect revenue results and hamstring your GTM teams’ productivity.
Supporting Cast: Getting started with the Agile Marketing Navigator
This is a new role in agile, created jus for the Navigator. It helps understand how agile teams interact with third parties like agencies.
MOps leaders as psychologists: The modern mind-readers
Marketing operations leaders should aspire to elicit responses of customers and prospects and interpret those signals for the business.
Data analytics: Your stack’s past and limitations
Understanding your martech stack's evolution makes working with data analysts more efficient.
Predictable marketing ROI is doomed: The MarTech Conference day 2 keynote
Marketing operates in a complex, volatile environment and your thinking needs to reflect that.
Agile Champion: Getting started with the Agile Marketing Navigator
Marketing is a lean machine and might benefit more from an Agile Champion than from a traditional Scrum Master.
How marketing campaigns can go wrong
It seemed like a great marketing idea. Then it backfired. The reasons can be studied, interpreted, and used to improve.
Fintech marketing today and beyond: Exploring best practices and strategies
Success in fintech marketing requires not just an understanding of SEC rules and regulations. It demands a strategy focused on customers.
The secret to building a useful martech stack
Want to ensure the success of your martech investments? Here's a simplified approach to implementing your martech stack.
Marketing Owner: Getting started with the Agile Marketing Navigator
The Marketing Owner understands business goals and is able to prioritize the work that needs to be done.
How to make the time to solve marketing problems
Making time is mandatory whether you want to achieve great things or just knock the next must-do project off your list.
Digital asset management (DAM)
How to build your DAM foundation
Here are a few key factors to keep in mind as you navigate the decision process in selecting your DAM vendor.
Marketers likely to return to in-person events in 2023
By the second half of 2023 almost half our survey sample says it's extremely likely they will return to in-person events.
An incredibly brief guide to shifting marketing offshore: Part 2
How to decide which marketing tasks can be offshored and which can't.
Content marketing: What it is and why marketers should care
Content marketing creates better customer experiences. Here's why it matters, along with tips and tools to help you drive results.
Teams: Getting started with the Agile Marketing Navigator
This week we look at the first of six agile marketing roles: the Team.