8 lessons Mission Australia’s CMO and CIO learnt together to deliver martech success

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Despite the demand for marketing technology, statistics have shown about half of all martech stack implementations fail. There are a mix of technical, operational and cultural reasons for this, but arguably the big hurdle is marketing and technology functional alignment. During this week’s Adobe Experience Makers virtual event, the CMO and CIO of Mission Australia jointly shared lessons they learnt when tackling the not-for-profit’s marketing technology stack implementation in order to achieve success.

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Which Tools Are Most Prevalent in High-Growth Companies’ MarTech Stack?

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CRM technology is the most common tool in the marketing tech stacks of high-growth companies, according to a recently-released report [download page] from TOPO. However, it’s not always the more commonly used tools that provide the highest satisfaction and impact, with some emerging technologies proving more successful in these areas. The survey of almost 300… Read More » The post Which Tools Are Most Prevalent in High-Growth Companies’ MarTech Stack? appeared first on Marketing Charts .

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Only one in five marketers have a strategy in place for optimizing their martech stack

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30-second summary: Ascend2’s Martech Stack Optimization survey asked nearly 300 B2B and B2C marketers how are they addressing the challenge of optimizing their martech stack in 2020. 19% of respondents indicated that they’ve implemented a martech stack strategy, while nearly 60% of respondents are currently working on or developing a strategy. Improving marketing efficiency is the top challenge respondents faced, followed by improving revenue attribution. Data analysis, integrations, and real-time processing are key features that marketers look for when implementing an effective martech stack. Nearly 90% of respondents indicated that they either plan to, or will continue to, invest in their martech stack in the coming year. In January, research-based marketing firm, Ascend2, surveyed nearly 300 marketing professionals to assess how they’re addressing the increasing use of different marketing technologies (martech) within their organizations. The survey, conducted during the week of January 13 th , 2020, was answered by a …

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For Organic Growth, CMOs Say Talent and Alignment Matter More Than MarTech and Data

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The digital age has made marketers very dependent on data and technology in order to perform functions such as tracking and targeting customers across channels and personalizing their journey. But, while the majority of companies plan to invest in their martech stack this coming year, new research from The CMO Survey has found respondents believing… Read More » The post For Organic Growth, CMOs Say Talent and Alignment Matter More Than MarTech and Data appeared first on Marketing Charts .

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Why digital transformation should be your new demand gen strategy

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30-second summary: Ensuring that your business has the right digital tools can facilitate growth by enabling marketing and sales teams to improve brand engagement, better analyze data, more easily create content, and improve CX. Demand generation is facilitated by the right tools which can help marketing teams scale activities such as content management, lead nurturing, social media optimization, ABM, and more. There is no such thing as an average martech stack. Customization of tools is key to figuring out what works for you to achieve business growth. Chiefmartec’s Stackie awards include nearly 50 illustrations of martech stacks from a vareity of businesses which demonstrate how varied martech stacks can be. Incorporating tools that enhance and facilitate customer experience is an important (even critical) ingredient to using digital transformation for demand gen. Using technology to enhance business processes is nothing new. The very first business computer — The Lyons Electronic Office …

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13 influential marketing technology leaders

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30-second summary: Following a survey and some editorial research, we have highlighted 13 people we think are either respected industry guardians, or are making some noteworthy contributions to the marketing technology space. Scott Brinker, Tamara McCleary, Ann Lewnes, Des Cahill, Stephanie Buscemi, Tony Ralph and David Encizo, amongst those named in the list. Katrina Lake, Werner Vogels, Max Wessel, Jay Richman, Melanie Deziel and Erin Rowles also honored in the list. With February widely regarded as awards season in the realm of pop culture, we thought we’d get on the act as well and recognize some of the leading personalities in the marketing technology sector. We asked you, our valued readers, to send us your picks and combined that with hours of relentless editorial research, to narrow down our list to 13 deserving people. So without further ado here are our list of 13 (in no particular order) who we …

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The dark side of marketing technology (martech)

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30-second summary: Complexity is an ongoing challenge. Martech’s proliferation of data and tools can be overwhelming, making it difficult to keep technology up-to-date and staff up-to-speed on how best to utilize the stack. Finding the right talent is another big pain point. A technical marketing landscape requires technical skills, but marketing still requires creativity, empathy, and humanity. Avoid the temptation to over automate. Balancing data with creativity is incredibly important, particularly in the post-COVID-19 marketing universe. Consumer behavior and sentiment can change in an instant, so messaging must be authentic, appropriate, and supremely human. Martech stacks tend to be underutilized, meaning companies are wasting money by not fully leveraging their martech. Understanding the pitfalls listed here can help businesses better plan and maintain their stacks and the resources needed to ensure they facilitate business growth. Marketing technology (martech) touches every aspect of modern business, going far beyond the marketing department …

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