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Marketers are increasingly reliant on technology solutions to plan, create, manage, automate and monitor campaigns. A strong marketing technology foundation in your business can help optimize productivity, maximize ROI and create competitive advantages. But choosing the right products and partners from an ever-growing matrix can be daunting for even the most seasoned marketing technologists.
In December 2008, I found myself sitting in a conference room with HubSpot co-founders Brian Halligan and Dharmesh Shah, along with one of the tech startup’s emerging sales leaders, Peter Caputa, talking about the future of the marketing agency ecosystem. Caputa, who would become VP of sales and architect of HubSpot’s Agency Partner program, was championing an internal effor ...
The End of Marketing as We Know It by Sergio Zyman, former Coca-Cola chief marketing officer, was one of the most influential books I read early in my marketing career; but, the title may have come 16 years too soon. While many of the principles and strategies penned by Zyman are still relevant today, the book was published in 1999. Zyman could not possibly have known the changes to come.
The marketing industry is advancing at an unprecedented rate, creating seemingly insurmountable gaps in marketing talent, technology, and strategy. The marketing talent pool is underprepared, the marketing mix is evolving, and the matrix of technology providers is exploding. Customers are tuning out traditional marketing methods, while consuming information and making buying ...