Marketing technology (martech) users in B2B often have to ask themselves if they fully understand the solutions the martech vendors sell them. Seemingly, these tech goodies perform every conceivable operation under the sun. Turns out many martech tools remain more myth than fact. At the recent MarTech 2016 conference, this topic served as the centerpiece […]
Over the past decade, marketing responsibilities and tactics have changed dramatically, a prominent marketing technologist said. In today’s digital world, Scott Brinker likens the challenges of creating great marketing with those of creating great software. “They’re both juggling an explosion of digitally powered interactions in a tornado of constant change and innovation,” Brinker said. “They’re […]
Somewhere, between sarcasm and wonder, Martech came out of the cloud. The term has become associated with a plethora of catch phrases and even bigger budget spends. Now, Martech is likely to be described as an integrated enterprise marketing suite, or as a big-data-marketing-sales-retention cycle dashboard to end all dashboards. It is an idea everyone […]
What’s the number one worry on the minds of CMOs in the digital age? Fear of losing ground, of falling behind in digital savviness, of becoming irrelevant. No marketing executive ever wants to hear anyone say, “Sorry, but what you’re offering just isn’t relevant anymore.” Social and mobile are the air we breathe these days. Brand […]
There are infinite ways to create great product experiences, says Jeff Gothelf, lean evangelist and principal author at Neo.com. He was one of the notable speakers at MarTech, a leading marketing conference in San Francisco. Lean product design is the key to learning in a continuous world, one in which innovation and change are the […]
