Channel: Martech: Management

    • How to implement an optimization framework for long-term attribution success

      Congratulations! You made it through the early days of your attribution program. You implemented the four steps to ROI-positive marketing attribution and proved that the system works. You got the team on board, clearly defined your objectives, isolated specific channels with tactical tests, then expanded into strategic cross-channel analysis. The system is officially up and running.

      Marketing Landin How To's- 18 readers -
    • What’s really holding back your messaging program?

      Marketers want to innovate. They want automation and personalization because the ROI can be huge. For many companies, this desire leads to an RFP (request for proposal) for marketing technology to fuel a transformation. But is that really the answer? From what I have seen, a lack of technology is not what’s keeping companies from building successful, targeted messaging programs.

      Marketing Land- 15 readers -
  • Better collaboration is the best martech investment you can make

    … of our data, analytics and systems? They’re ways of supporting collaboration. So guess whose job it is help us all work together, better. Marketing Ops. [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…

    Marketing Land- 23 readers -
  • Ready for GDPR? This white paper points you in the right direction

    … It’s February, 2017. Do you know where your GDPR plans are? On May 25 of next year, the General Data Protection Regulation goes into effect, yet many companies with users from European Union countries are not ready to meet the requirements for protecting rights to personal data. The GDPR applies to all companies with such users, whether…

    Marketing Land- 17 readers -
  • Making the right martech bets [Infographic]

    … As we’re all experiencing, the division between Marketing and IT has been rapidly shrinking over the past couple of years. Today, marketing teams are expected to be digitally savvy martech leaders, which can feel both empowering and overwhelming. With over 3,800 solutions documented, many marketers struggle to understand how to make the right…

    Marketing Land- 15 readers -
  • Three concepts to help you hit this year’s targets

    … Here we go again. New year. New budget. New targets. Budgets get squeezed while targets soar, forcing marketers to adjust their mindset, their skill set and their people-based marketing strategy. Everybody’s business is a little different, but here are three concepts that I believe apply across the board. [Read the full article on MarTech…

    Marketing Land- 17 readers -
  • Customer questions every CMO should be ready to answer in 2017

    … difference-maker to crush your goals in 2017 and beyond. After organizing our company’s Customer Advisory Board, prepping our 2017 Customer Conference and fresh off an active listening tour, I’ve gathered five important questions all marketing executives need to be ready to answer and to proactively share the answers with their customers…

    Marketing Land- 16 readers -
  • From retention to adaptive analytics, here’s your 2017 marketing preview

    … the company’s worldwide marketing efforts including product and corporate marketing and demand generation. Prior to that he served as vice president of product and channel marketing for IBM Cast Iron. Chandar also spent time at Andersen Consulting as an advisor to Fortune 500 companies in the high-tech, retail, and oil and gas industries. He holds a bachelor’s degree in mechanical engineering from PSG College of Technology in India and a master of science in management from the University of Texas. …

    Marketing Land- 19 readers -
  • Zapier launches Digest, so its apps can send their messages where you want

    … Workflow automator Zapier allows a user to link applications, so that, for instance, an email signup in one application gets automatically added to a customer relationship management system. The company has integrated about 750 applications, but the chains of applications you have connected together are still talking to you separately…

    Marketing Land- 12 readers -
  • A six-pack of predictions for martech

    … the odds-on favorite for a scandal sensational enough to splash down in the mainstream will be an egregious violation of user privacy, perhaps involving retargeting of consumers through ambient listening technology in their devices. [Read the full article on MarTech Today.] Some opinions expressed in this article may be those of a guest author…

    Marketing Land- 10 readers -