Marketing technology
MarTech is your source for marketing technology news and 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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Dig deeper into marketing technology:
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.
7 common problems that derail A/B/n email testing success
Don't blame the channel if your efforts don't deliver results you need. Keep this old and reliable tool shiny and new.
Why doing less is more in agile marketing
Build a culture of doing less and providing more value.
Google Analytics 4 or bust: Will you stay or go?
Marketers have two options: Make the switch or seek alternative analytics platforms.
Marketo’s March ‘22 release: Let’s chat
Marketo has announced its intention to get into the chat game, joining others including Drift, ZoomInfo, Intercom, and LiveChat to name a few.
Google to end Universal Analytics in 2023
Users will have to adopt Google Analytics 4 which doesn't rely on cookies
Embrace a value-based approach to agile marketing leadership
Focus on interaction, follow metrics that matter and value customer engagement over rigid contracts.
Why we care about adtech: The complete guide
A guide to adtech and how this technology is changing the marketing landscape.
The evolution of digital analytics and marketing
It's time to prepare for using Event-Based Analytics to evaluate the digital customer journey.
Twitter tests ecommerce waters with new feature for in-app purchases
Experimental Twitter Shops lets brands display up to 50 items which users can buy
Gannett ad mishap highlights concerns about programmatic advertising
Ads ran on the wrong websites for nine months before being caught by researchers
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
Drive growth with account-based marketing
Why B2B e-tailers need to think about ABM now more than ever.
The lost art of talking to customers
The more you involve your customers in the marketing process, the more successful you will be.
What is digital transformation?
Digital transformation isn’t just about buying or upgrading technology; it’s about creating a “digital-first” mindset throughout marketing operations.
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.
32 questions to ask sales enablement vendors during a demo
Sales enablement platforms are fairly recent introductions to the tech stack, but marketers are readily adopting them to support sales teams.
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.
Salesforce talks about remote working and events in its earnings call
Salesforce co-CEO Marc Benioff gave a look into how enterprises and B2B marketers are transforming at this stage of the pandemic.
Does your organization need a marketing work management platform?
Marketing work management tools, also called project management tools, have become very popular since the move to work-from-home, but don't jump into the purchase process blindly.
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.
What’s in your marketing stack? Let us know
This is an invitation to tell us about your own real-world marketing technology stack, who owns it and who has the purchase power.
Ultimate marketing automation platform comparison & vendor list
Marketing automation platforms offer numerous benefits by streamlining manual B2B marketing tasks, including lead management, email campaign development and landing page creation.
Real Story on MarTech: Most important vendor selection tips
Important lessons to keep in mind when choosing technology.
Don’t let innovation overcome email common sense
It's important to decide whether a trend presents real opportunity or distraction.
How marketers can prioritize digital experiences
With accelerating digital transformations, marketers need solutions to improve customer experiences.
What a Salesforce NFT cloud service could mean for marketers
Marketers could gain more utility in their NFT efforts if it hooked into their CRM or CDP.
The Real Story on MarTech: Should you build or buy a customer data platform?
Before making a decision, ask yourself what a CDP will do specifically for your enterprise.
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.
To disavow or not? Getting it right, 10 years later.
Determine whether a link disavow is needed and avoid costly mistakes.
How to personalize your brand on LinkedIn
Brands can benefit from influencers on social platforms; they can help personalize their public faces.
Piano partners with Snowflake to activate customer data at scale
Piano, the digital experience cloud, will leverage Snowflake as the platform for its customer data analytics.
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.
Real Story on MarTech: Is that vendor a zombie?
If left unaddressed, marketing technology zombies can create an increasing drain on your resources—and staff morale.
A marketer’s 2022 guide to Marketo: What it does today
This guide will walk you through some of the key capabilities of Marketo, one of the cornerstone platforms in the marketing automation space.
6 key marketing ops predictions for 2022
Marketing operations is finally having its moment in the spotlight and it's not going to give it up any time soon.
Does your marketing team need a customer journey analytics tool?
measure success and being able to identify where you are looking for improvements, are all critical pieces in deciding on a customer journey analytics tool.