Soapbox: Gamification has promise and pitfalls
The principles of gamification have potential, but understanding motivation and managing reward complications must be done with...
Steve Petersen
Steve Petersen is a marketing technology manager at Western Governors University in Salt Lake City, Utah. He started on WGU's marketing website team where he helped create and implement several initiatives including site redesign and maintenance, multivariate testing, user testing and mobile app development. Prior to WGU, he worked as a strategist at the Washington, DC digital agency The Brick Factory where he worked closely with trade associations, non-profits, major brands, and advocacy campaigns. Petersen holds a Master of Information Management from the University of Maryland and a Bachelor of Arts in International Relations from Brigham Young University. He's also a Certified ScrumMaster.
Here’s what the role of a martech orchestrator looks like
We all know martech is complex and evolving so we need orchestrators to provide clarity about how operations are...
Soapbox: Let’s prove to Star Trek Picard that ads don’t have to annoy
We should aim to find ways to garner high conversion rates without always relying upon...
Fostering relationships is key to managing a martech stack
When developing an organizational plan, navigating workplace culture to find allies will help strike the right balance of martech that works for...
Product ownership is the keystone to martech management
Implementing frameworks like Scrum and Prosci can increase the chances of a product’s success, but a person must accept the responsibilities to own...
Preparing college students for the marketing profession takes commitment and planning
Internships can help launch well-prepared talent into the workforce after graduation but mentoring requires engagement from...
Martech and change management: Human factors matter most
Investing time to understand the nuances of change management can help martech practitioners deliver better...
Don’t limit yourself to your obvious competitors when conducting a competitive analysis
Organizations need to monitor competitors in their industry but beyond it as...
My key takeaway from MarTech East: Empowering others in an organization leads to innovation
Enabling an organization to self-serve - with training - was a theme throughout the conference as a path to foster...
Product adoption: It’s tough to get return on investment with something that isn’t used
There are many obstacles in adding to your martech stack but understanding possible impediments means you can address them early in the...
Buying martech is easy, managing the process to use it effectively is the hard part
Shifting priorities wreak havoc on our best intentions as martech buyers so it's important to take the time to plan and avoid random acts of...