Channel: Martech: Management

    • Markforged’s top marketer on making the leap from martech leader to CMO

      Cynthia Gumbert has been managing marketing technology before the martech industry was even a thing. Beginning her career as a field marketing engineer in the semi-conducter industry, Gumbert was drawn to the marketing functions of her job. “I was taking equipment to different sites like Intel, and AMD, and all these chip manufacturers, and loved the marketing aspect of that ...

      Amy Gesenhues/ Marketing Land- 25 readers -
    • LEGO logic rocks marketing automation

      I love watching my son master a LEGO set. Logic is the key ingredient in putting a set together, especially the super complex models that require many hours to assemble. The LEGO company is smart. For the complex sets, the company breaks the whole into units, which are packaged to be built separately. The assembled sections are then added together to create the overall object.

      Marketing Land- 18 readers -
  • Martech enablement series: Part 3 — Assembling your team members

    … Ladka founded GeekHive in 1997 as a small startup, and today they’re a leading technology partner, focusing on strategic martech initiatives for some of the biggest brands and agencies in the world. As President, Peter focuses on strategic business management and developing strong partner and client relationships for the GeekHive brand. Peter remains deeply committed to the values on which GeekHive was founded; offer high-quality service to their clients and provide opportunities for meaningful growth for their employees. …

    Marketing Land- 11 readers -
  • Martech enablement series: Part 2 — The race team analogy

    … Welcome to Part 2 of: “A Nine-Part Practical Guide to Martech Enablement.” This guide is focused on outlining a process to building a data- and technology-driven marketing organization within your company. In Part 1 of this guide, I outlined the process of taking full advantage of marketing technology. This is called “martech enablement…

    Marketing Land- 12 readers -
  • Natural language processing 101

    … and evolves to provide better search results, NLP is utilized to understand the context behind your searches. [Read the full article on MarTech Today.] Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here. About The Author Justin Freid is a digital marketing veteran…

    Justin Freid/ Marketing Land- 18 readers -
  • Martech enablement series : Part 1 — What is ‘martech enablement?’

    … transformation” and “digital maturity.” These two phrases are putting tremendous pressure on CMOs to evolve their departments to stay relevant in an increasingly competitive marketplace. I hear this from CMOs every day. There are several common themes to these conversations: A desire or need to gain an advantage over competitors through martech, as well…

    Marketing Land- 17 readers -
  • Look internally to achieve external marketing impact and better results

    … Marketing is arguably the profession going through the biggest transformation, with the most potential to boost a company’s revenue growth. The ability to delight, engage, create and build customer loyalty through great experiences and superior products has never been so accessible as it is today. While marketing teams rightly focus heavily…

    Marketing Land- 12 readers -
  • Calling all B2B sellers and marketers: Business as usual is holding you back

    … the long game You don’t measure revenue at the individual level; you measure which accounts are generating the most revenue over time. Thus, your marketing KPIs should also align with your sales KPIs. [Read the full article on MarTech Today.] Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land…

    Marketing Land- 14 readers -
  • Force-feed your marketing funnel now

    … lists — lists don’t show activity. And even “leads” only show activity for the contacts you’ve successfully engaged — you still know nothing about other prospects who round out the demand unit. Predictive modeling can help, but it takes time to work, and it can’t predict where demand activity is happening right now. [Read the full article on MarTech…

    Marketing Land- 13 readers -
  • The new marketing mandate: Learn fast

    Connect your organization with the marketing technology explosion at The MarTech Conference! See how becoming consumer & data obsessed is going to transform your m ...

    Marketing Land- 14 readers -
  • 3 ways to ensure your marketing technology stacks up

    …, sellers and data operators. Wiley, on the other hand, takes the approach of assigning technology to specific strategies, like social media and lead generation. Digital marketers are beginning to hone their focus on the online channels that best attract, engage and convert the right customers. Do not fall prey to thinking of these platforms…

    Jim Yu/ Marketing Land- 26 readers -