MarTech Today | Marketing Technology News & Management Insights The Daily Recap of Marketing Technology News en-us Tue, 18 Jun 2019 05:18:35 +0000 Tue, 18 Jun 2019 05:18:35 +0000 Check out the new MarTech agenda

Customer expectations are rising… and technology is the key to meeting and exceeding those demands. Analytics and attribution, data management, customer intelligence… every aspect of modern marketing now relies on some form of technology that you need to embrace and master if you want to succeed.

At the end of the day, martech is marketing… and marketing is martech.

Keeping pace (or better yet, staying ahead of the curve) is essential — but in this constantly evolving environment, it’s not always easy.

The solution? Attend The MarTech® Conference, September 16-18 in Boston.

Join a thriving community of senior-level marketers for an expertly-crafted program loaded with creative, real-world, vendor-agnostic solutions and actionable tactics for overcoming everyday marketing challenges.

The all-new agenda is live and ready for you to explore. You’ll unlock 65+ presentations from 30+ experts and dozens of martech solution providers. Each track tackles a pillar of your professional world; each session delivers practical advice and insights you can implement immediately.

Here’s a taste of what’s in store:

Marketing & Leadership

  • Martech Leaders Hit the C-Suite: How to Convey Value of Tech While Rising Above Tactics, with Colechurch Consulting
  • Building a Marketing Technology & Operations Team That Soars, with The Connective Good and SAP Concur
  • An SEO Framework for Marketing Operations & Technology Leadership, with The SEO Executive Plan
  • Outside-In, CX-Led Architectures to Drive Digital Transformations, with AKQA

Data & Analytics

  • Applying Data Science and Analytics in Marketing, with Livongo
  • Enabling Agility and Efficiency Through Marketing Data Re-Architecture, with Ancestry
  • Making the Leap to Multi-Touch Marketing Attribution, with Mediacurrent
  • 5 Practical, Real-World Applications of AI in Marketing, with Trust Insights

Technology & Operations

  • A Strategic Approach to Creating a Healthy Martech Ecosystem, with Quick Base
  • Securing Your Martech Stack: Partnering with IT and Enterprise Security, with Akamai
  • From Wild West to Business Best: Tales of a New Martech Team, with SAP Concur
  • Migration Machine: How to Integrate Martech in a Fast-Moving M&A Environment, with PTC

Six exclusive keynotes will delight, inspire, empower, and educate:

  • Platforming Marketing: Marketing Operations as an Organizational Platform, with yours truly, Scott Brinker
  • From CMO to CEO: The Journey and Lessons Learned, with Mike Volpe,
  • Orchestration Beats Sophistication in Marketing & Martech, with Cesar Brea, Bain & Company
  • The Disruption Mindset: Why Some Organizations Transform While Others Fail, with Charlene Li, Altimeter
  • Disrupting Disruption, with Mitch Joel, Six Pixels of Separation
  • Stay tuned! There’s one more yet to come!

Check out the complete agenda!

Don’t miss this chance to learn how industry leaders are overcoming pressing marketing challenges – and how you can, too.

Ready to register? Choose the pass that suits your goals and budget:

  • All Access: Complete access to all conference sessions, keynotes, networking events, exhibitors, sponsor presentations, amenities, and more. Book today and save $450 off on-site rates!
  • All Access + Workshop Combo (best value!): Dive deeper and learn more with a half-day, pre-conference workshop. These expert-led workshops deliver a unique chance to train in an immersive, intimate environment. Topics include: The Right Way to Buy Marketing Technology, Agile Marketing Advantage, Creating Connected Experiences, Using CDP to Make the Most of Your Customer Data, Building a Badass Marketing Team with Talent Optimization, Optimizing SEO Operations for Marketing Leaders, and A Marketer’s Guide To Attribution Analysis. Book now and save $900 off on-site rates! (Workshop-only passes are also available.)
  • Expo+: Searching for new tools? Focused on growing your network? Pick up a FREE Expo+ pass to enjoy unlimited Expo Hall access, full-length Solution Track sessions, sponsor presentations in the Discover MarTech Theater, downloadable speaker presentations, refreshments, free WiFi, and more.

Alpha prices (the lowest we’ll have to offer) fly away July 13… book NOW to enjoy these incredible savings! Once they’re gone, they’re gone. Don’t miss out!

I look forward to seeing you in Boston!

Psst… Register now to receive a free copy of keynote speaker Charlene Li’s new book, The Disruption Mindset, at the conference! (First come, first served.)

Mon, 17 Jun 2019 13:14:20 +0000
Your exclusive MarTech agenda sneak peek Over the past few weeks, senior-level marketers like you have told us the workplace challenges and pain points they’ve faced… and the creative and practical solutions they’ve devised to overcome them.

Those journeys are the foundation of the newly redesigned MarTech® agenda.

Marketing experts of all stripes will tackle some of the most vexing aspects of marketing operations and technology September 16-18 in Boston. Here’s a look at what’s in store:

On building collaborative and successful teams…

  • How To Organize And Coach Outstanding Marketing Operations Teams, with Kimi Corrigan — Head of Marketing Operations, Duo Security at Cisco
  • From Wild West To Business Best: Tales Of A New Martech Team, with Shannon Renz — Director of Marketing Technology, SAP Concur and Emily Cnossen, Martech Specialist, SAP Concur
  • Rising To A New Martech Leadership Challenge And Building The Team That Will Help You Soar, with Erica Seidel — Founder & Executive Recruiter, The Connective Good and Dave Hsu — Global VP, Marketing Data & Technology, SAP Concur
  • An SEO Framework For Marketing Operations & Technology Leadership, with Jessica Bowman — Author, The SEO Executive Playbook

On maintaining a thriving stack…

  • Migration Machine: How PTC Integrated Martech Stacks Of 6 Company Acquisitions In 3 Years, with Patrick Slavin — Director, Web Strategy and Marketing Technology, PTC
  • Securing Your Martech Stack: Partnering With IT And Enterprise Security, with Jorge Garcia — Sr. Manager, Marketing Technology, Akamai

On delighting customers…

  • Outside-In, CX-Led Architectures To Drive Digital Transformations, with Henry Hernandez-Reveron — Technology Director, AKQA
  • Putting The Customer In Custom Objects, with Justin Sharaf — Director, Marketing Technology and Operations, LogMeIn

… and that’s just the beginning. Stay tuned for the official agenda launch next week.

Ready to register? Secure your pass now and enjoy up to $900 off on-site rates!

Pssst… Attend with your team to boost company morale, cover more ground, and get your crew on the same page. Enjoy special discounts when you register as a group.

Tue, 04 Jun 2019 15:33:10 +0000
Get a sneak peek at the MarTech keynotes!

Are you searching for practical, real-world answers to your marketing operations and technology challenges? I know where you can find them: MarTech®, September 16-18 in Boston.

MarTech is designed to deliver expert, graduate-level, unbiased, actionable insights to help you overcome your most pressing marketing challenges. The complete (and newly redesigned!) agenda will be live in a few weeks – until then, I’m excited to reveal our first two keynote speakers: Mike Volpe, CEO at, and Cesar Brea, Partner at Bain & Co.

  • Is the CMO role the new breeding ground for CEOs? What strengths and weaknesses does a marketing background bring to the CEO role? How does being CEO change the way you think about marketing? Mike will share insights from his own career trajectory in his keynote, The CMO to CEO Journey: Lessons Learned.
  • How important is it to have “the ultimate martech stack”? The answer may surprise you. Cesar will share eye-opening data from a recent study along with immediately-applicable tips to keep martech efforts on a path to strong results during his keynote, In Marketing and Martech, Orchestration Beats Sophistication.

I’ll reach back out when the official agenda is live. We’re confirming new speakers and sessions every day… check out a sneak peek of the lineup!

Can’t wait to register? Get your pass now and save up to $900 off on-site rates.

Psst… Learn more about how attending MarTech can make you a more successful marketer.

Wed, 29 May 2019 13:05:17 +0000
Successful marketing teams attend MarTech

Exceptional modern marketing depends on blending talents and capabilities of many individuals and departments: tech, design, sales, customer support, management, and more. But senior-level marketers like you have told us that’s not always a given…

“We speak different languages.”
“We have different expectations.”
“We have different definitions of the customer.”
“We work on different time frames.”
“We have competing priorities.”
“Our systems, tools, and processes aren’t integrated.”

Sound familiar?

If you’re struggling to get diverse teams on the same page or feeling out of sync with your colleagues, attend MarTech® September 16-18 in Boston.

Traveling, learning, and networking together bonds teams with common vocabulary, increased morale, and a singular vision of success.

Register now for up to 20% off on-site rates and a value-packed program, including:

  • Case studies. Senior-level marketers from successful SMBs and enterprise brands will share first-hand insights on how to overcome organizational, interpersonal, and compliance issues that make or break marketing technology implementations.
  • Market-defining exhibitors. The Expo Hall is packed with vendors ready to demo solutions and products that can enhance your martech stack. The Discover MarTech theater is the place to learn how to evaluate, negotiate, and buy marketing technologies.
  • Networking. You and your crew will connect with a thriving community of like-minded marketers and meet others who have solved the same problems you face. Create lasting memories while sharing ideas, talking shop, and exchanging valuable advice.

Send more, save more

Register now for access to all sessions, keynotes, networking, and amenities — hot breakfasts and lunches, snacks all day, and free WiFi. The best part? The more you send, the greater your savings:

  • 3-5 save 10%
  • 6-11 save 15%
  • 12 or more save 20%

To reserve your seats, just complete this form and send it back to our registration team.

See you in Boston!

Psst… Coming solo? Book your pass now to enjoy up to $900 off on-site rates.

Wed, 22 May 2019 12:13:11 +0000
Want to speak at MarTech? Don’t miss out.

When you face marketing operations and technology challenges, you find new ways to grow your problem-solving skills and learn something in the process. So do we.

That’s why we’re building the next MarTech® agenda around specific pain points and obstacles — and their real-world, vendor-agnostic solutions.

Do you have a powerful insight to share with the community? A case study that would benefit your peers? Game-changing lessons or exciting new findings?

Don’t miss your chance to join us as a speaker this September 16-18 in Boston. The pitch form closes next Friday, May 24.

Submit your proposal now!

Speaking at MarTech can help bring your career to a new level of excellence:

  • Build your reputation and name recognition among a global community of marketers
  • Showcase your expert knowledge and establish yourself as an industry thought-leader
  • Connect with fellow speakers in an intimate setting at our official Speaker Dinner

If you’re accepted, you will also receive a complimentary All Access pass to the event. See you in September!

Psst… Not interested in speaking? Join us as an attendee! Book your pass now to enjoy up to $900 off on-site rates.

Tue, 14 May 2019 12:41:37 +0000
Don’t take my word for it… Read what MarTech attendees have to say

“Martech” isn’t just shorthand for “marketing technology.” It’s a community of forward-thinkers working at the intersection of marketing, technology, and management. Possibilities fire their imagination. Silos disappear. Agility increases. And customer satisfaction soars.

Connect with this community of real-world, senior-level marketers overcoming the challenges of modern marketing — people like you — at MarTech®.

Read what attendees said about their experiences with us last month in San Jose:

“GREAT format, venue, vendors, speakers, food!” – Christine Grable – AT&T Business

“After going two years in a row, I still plan on going for a third year. The content is varied, I met new vendors, and met new people. Keep up the great work!” – Justin Shine, Slalom

“It was a great conference, truly honed towards marketing operations professionals, and applicable globally…” – Daniel Trillo, Contino

“This was my first MarTech conference and I was so impressed with the quality of content, the focus of the attendees, and the quality of learning and connections made. Thank you.” – Terri L. Bartlett, Marketing EDGE

“The set up and overall experience are more on point at MarTech than any other conference I’ve ever attended… This is the only conference not run by a vendor so you get solid content from people overseeing the space for their organization. There was a solid lineup of speakers that left me with so much inspiration for my own career as well as ideas to start implementing now… I’ll definitely be back!” – Kati Davis, Blue Cross Blue Shield of Nebraska

If you missed us in California, you have one more chance to attend MarTech in 2019! We’re coming to Boston September 16-18 and we’d love to see you there. Book now to take advantage of the lowest rates on all pass types!

Tue, 07 May 2019 13:41:19 +0000
SAP announces secure, scalable business-to-business solutions for marketers

Software and technology provider SAP announced the launch of a new B2B software-as-a-service (SaaS) solution that will allow users to securely grant third parties access to first-party data, share sensitive information and manage regulatory compliance without the threat of exposure to security risks.

Why we should care

The experience economy is rapidly expanding as more platforms and solutions shift to experience-driven marketing; it is also dependent on our ability to create unique experiences for customers and prospects during the buying process on a scalable level. For enterprise marketers working across international lines, the complexities of navigating regulatory and legal data maintenance and martech compliance are challenging.

“Effective Experience Management is built on engaging customers and partners at every touch point,” said Ben Jackson, general manager, SAP Customer Data Cloud. “Those first conversations are critical, as they set the tone for the relationship. As the relationship matures, so does the complexity of managing a potentially massive network of external stakeholders globally, with access to internal data. SAP CIAM for B2B is the first package of solutions that offers policy-based access control, looking at the wider context of who you are before granting a partner user access to data. As we reach the first anniversary of GDPR, we are now also providing a smarter way to manage a deeply complex ecosystem while maintaining trust.”

Security and compliance should be top-of-mind to today’s marketers, and platforms such as this coming to market are an encouraging sign that tech companies are providing solutions to help us manage these complexities.

More on the news

SAP Customer Identity and Access Management solutions for B2B enable customers to:

  • Accelerate revenue growth by deploying a single solution to manage the entire lifecycle of customers and digital partner identities, consent, authentication and authorization
  • Simplify customer and partner access and reduce IT complexities with business policy-based access control and organizational access management
  • Protect against business risk by capturing and tracking user preferences and consent across their full lifecycle, address data protection and privacy compliance, and build trust with customers and partners
Wed, 01 May 2019 11:17:31 +0000
Now’s your chance to speak at MarTech

We just wrapped the MarTech Conference in San Jose and are already hard at work planning our next event happening September 16-18 in Boston. We’d love to have you as one of our speakers!

We’re going to program this next MarTech a little differently than we have in the past. Previous MarTech agendas have been intentionally eclectic, with a wide variety of themes and presentation formats.

But marketing technology and operations is becoming a more mainstream profession. We’re seeing patterns of martech management turning into rules and frameworks. And, as our latest salary survey revealed, the roles and responsibilities of marketing operations and technology are increasingly well-defined.

There are a lot more people coming into this profession — and a lot more people in it who are looking to advance their skills and understanding in a more structured way for the challenges that are unique to marketing operations and technology management.

So for this next MarTech, we’re going to organize all of the sessions around concrete pain points in marketing operations and technology and their real-world, battle-tested, vendor-agnostic solutions.

If you would like to share your experience and insight with the community around a martech challenge you’ve faced and the way you addressed it, we’d love for you to send in a proposal to speak!

The best way to truly master something is to teach it to others.

Our call-for-speakers form is now open for proposals through Friday, May 24.

We ask that you submit proposed sessions with a title and description that explains the solution that you’ll present. Here’s a sample of the kind of session titles that would catch our attention:

  • Applying data science in marketing
  • Implementing good marketing attribution for ROI
  • Maintaining data quality across multiple systems
  • Migrating major martech system (e.g., CRM, MAP)
  • Complying with privacy regulations (e.g., GDPR, CCPA)
  • Negotiating effectively with martech vendors
  • Training marketing staff on using martech systems
  • Designing and managing conversational marketing (e.g., chat, bots)
  • Integrating martech using iPaaS and workflow tools
  • Leveraging the gig economy in martech
  • Using no-code “citizen developer” tools in martech
  • Securing your martech stack
  • Running agile marketing teams
  • Finding, interviewing, and hiring martech & marketing ops staff
  • Managing a budget for martech & marketing operations
  • Internationalize a martech stack
  • Testing and monitoring the performance of your martech stack
  • Interfacing marketing ops, sales ops & customer service
  • Managing customer identity across multiple martech touchpoints
  • Scaling and supporting content marketing with martech
  • Leveraging martech for account-based marketing

Feel free to riff on one of the above titles, but we’d also love to hear other suggestions. As part of the proposal submission process, we will ask you to put it in one of these topic buckets — but “Other” is a valid option:

  • Agile marketing & change management
  • Analytics & data science for marketing
  • Budgeting, attribution & ROI in marketing
  • Content/creative technology & operations
  • Cross-organizational martech (sales, service)
  • Customer data management & quality control
  • Emerging marketing technologies usable today
  • Innovative martech-powered campaigns & programs
  • Integrating best-of-breed marketing stacks
  • Negotiating, managing & migrating martech vendors
  • No-code apps & automation (“citizen developers”)
  • Organizing & managing marketing operations teams
  • Privacy, compliance, and security for martech
  • Talent & training/marketing enablement
  • Other

For martech vendors: We’re open to having you speak in our editorial program. After all, you’re no doubt one of the leading experts in your field. But because our audience is extremely skeptical of “pitches” from the editorial stage, we set a really high bar for vendors to speak in the editorial program.

Your best bet as a martech vendor is to have a customer share their story of using your product. Your next best bet is to propose a completely vendor-agnostic presentation on the topic of your expertise. It should be something that would leave attendees — even one of your competitors — thinking, “That was a very educational and unbiased talk.”

Ready? We’re super excited to hear your ideas. The sooner you send in your suggestion, the sooner we can review it — we’ll be accepting speakers on a rolling basis up through the deadline of Friday, May 24. Session proposals that come in earlier definitely have an advantage.

Submit your pitch now!

Psst… Not interested in speaking? Join us as an attendee! Book your pass now to secure the lowest rates available.

Wed, 24 Apr 2019 12:14:49 +0000
Join Us At The Next MarTech In Boston! Have you heard? Thousands of marketers like you are attending MarTech® September 16-18 in Boston. Join us for best practices and relevant case studies from senior-level trail-blazers who know what it takes to succeed and are ready to share.

Don’t miss your chance to explore the possibilities at the intersection of marketing, technology, and management.

The site is up and registration is open! Book your pass now to secure the lowest rates available.

Stay tuned for news about session and speaker pitches, agenda highlights, and more!

I hope to see you in Boston!

Mon, 15 Apr 2019 09:05:13 +0000
Who will you meet at MarTech? Leading companies from around the globe send their senior-level marketers to MarTech® for an unparalleled learning and networking experience.

Join us April 3-5 (next week!) in San Jose for the chance to connect with like-minded marketers from brands including…

…with job titles like…

  • Digital Operations Manager
  • Director of Marketing Technology
  • Director of Product Management Marketing Technology
  • Director of CRM Technology and Operations
  • Principal Digital Strategist
  • Senior Marketing Automation Manager
  • Senior Manager of CRM Analytics
  • Senior Marketing Operations Manager

…and many more!

You’ll meet people who tackle the same marketing challenges you face every day: finding experienced talent, selecting the right marketing technology, delivering ROI, and everything in between.

The connections you make at MarTech can help evolve your organization and shape your career.

Register NOW & enjoy up to $300 off on-site rates

Pick your ideal pass…

  • All Access: Unlock the full program: all conference sessions and networking events, the Expo Hall, mobile app, hot meals, WiFi, and more. Book now and save $150 off on-site rates!
  • All Access + Workshop Combo (best value!): Add an expert-led workshop to your All Access pass for an immersive, intimate learning experience. Workshop-only passes are also available! Book now and save $300 off on-site rates!
  • Expo+: More interested in meeting vendors and networking? Pick up a FREE Expo+ pass and enjoy unlimited access to our Expo Hall, full-length Solution Track sessions, sponsor presentations in the Discover MarTech theater, downloadable speaker presentations, refreshments, free WiFi, and more. Book now and it’s free!

See you in San Jose 🙂

Psst… What are your biggest marketing challenges? Take our quick survey!

Tue, 26 Mar 2019 11:55:08 +0000
Quickly & efficiently evaluate 100+ martech solutions

Attend MarTech® with a FREE Expo+ pass to demo 100+ marketing technology solutions in one place. Skim for an hour, come for a day, or invest two days combing through everything our Expo Hall has to offer. You won’t get this volume or variety of vendors anywhere else.

Get your free Expo+ pass now! Don’t wait — on-site prices cost $119. Or upgrade to an All Access pass to unlock the complete MarTech experience – all sessions, keynotes, networking, amenities, and more.

See you in San Jose!

Mon, 18 Mar 2019 11:05:58 +0000
27 challenges solved for $0. Attend MarTech next month in San Jose! Creating a data-first culture. Choosing the right marketing technology. Using AI for segmentation, personalization, and optimization.

These are just a few of the challenges being addressed at The MarTech Conference. Check out all 27 presentation topics below and get your free Expo+ pass today.

Bonus! You’ll also get a Session Sampler pass to attend your choice of one main conference session or keynote*. See the complete agenda.

Have any questions? Shoot our team an email at

See you in San Jose!

*Sorry, mealtime presentations are not included.

Wed, 13 Mar 2019 10:51:21 +0000
Elevate your martech skills with deep-dive, hands-on training

A couple weeks back I previewed the graduate-level keynotes and sessions coming to MarTech, plus seven other awesome reasons to join us April 3-5 in San Jose.

Here are five more reasons to attend… MarTech’s intensive, half-day workshops! Our recognized experts will tackle some of the most exciting, thorny, and pressing aspects of modern marketing on Wednesday, April 3:

The Right Way to Buy Marketing Technology

When it comes to MarTech attendees, 68% plan to implement a new technology solution in the next year. But what are best practices for evaluating technologies, choosing vendors, and getting your colleagues on board? Tony Byrne will answer those questions and more in this in-depth workshop. Learn more.

Workshop Presenter: Tony Byrne, founder of the only exclusively “buy-side” technology analyst firm, Real Story Group

Using CDP to Make the Most of Your Customer Data

Most marketers, if you really push them, admit that their data is a mess. If you’re one of them, join David Raab for a comprehensive dive into customer data platforms: what are they, why you need one, choosing the right solution, and preparing the business case for adoption. Learn more.

Workshop Presenter: David Raab, founder of the Customer Data Platform Institute, Principal at Raab Associates Inc.

Agile Marketing Advantage

The pace of marketing is accelerating. And marketing teams need to keep pace. This workshop will show you how to do just that! Marketing pioneer Andrea Fryrear will show you how adopting “agile” and “lean” methods will lead to better marketing results. Learn more.

Workshop Presenter: Andrea Fryrear, President and Lead Trainer for AgileSherpas, Chief Content Officer, The Agile Marketer

Creating Connected Experiences – Sold out!

Stop acquiring more marketing technology and start better connecting it to your digital customer experiences. This event will help you realize the full potential of your existing martech investment by better aligning it to your customer experience strategy and digital execution. Learn practical frameworks and models to find and fix the cracks in your digital customer experience and better connect your marketing technology to support the customer journey. Learn more.

Workshop Presenter: Jeff Cram, Chief Strategy Officer and co-founder of ISITE Design

Building a Badass Marketing Team with Talent Optimization

Great marketing results start with a great marketing team. How do you know that the team you have in place is capable of achieving optimal results? Attend this workshop to learn a Talent Design & Optimization framework so you can strategically design your team, align team members to your culture and goals, hire purposefully, and manage the team smartly as your business grows. Learn more.

Workshop Presenters: Erica Seidel, Executive Recruiter And Founder of The Connective Good, and Drew Fortin, Senior Vice President of Sales & Marketing at The Predictive Index

This is your chance to learn from the pros in an intimate, hands-on environment. Don’t miss out!

Choose Your Ideal Pass

There are two different ways you can join us depending on your goals and budget:

  • All Access Pass + Workshop (best value!): You’ll unlock the complete MarTech experience, including all sessions, keynotes, networking, and amenities, plus your choice of half-day intensive workshop. Register by April 2 to save $300 off on-site rates!
  • Workshop Only: Interested in just a workshop? Register by April 2 to save $150 off on-site rates. Add a free Expo+ pass to your itinerary and unlock the entire Expo Hall, including 100+ solution providers, full-length sessions on the Solutions Track, demos and case studies in the Discover MarTech Theater, evening networking events, plus one conference session or keynote of your choice!

These workshops sell out every year – so act fast to secure your seat. See you in San Jose!

Psst… Have you heard about our special group rates? Attend MarTech with your team for a unique team-building experience AND enjoy special discounts when you register.

Wed, 06 Mar 2019 10:13:58 +0000
MarTech beta rates expire Saturday night. Book now! Save up to $600 off to on-site rates when you book your MarTech pass by March 2!


Mon, 25 Feb 2019 17:29:50 +0000
Caption this… Enter your martech caption for bragging rights and prizes!

You may know Tom Fishburne, a.k.a. the Marketoonist, who keeps us in stitches with his humorous takes on serious marketing, customer experience, and technology issues. Tom will once again be keynoting at The MarTech® Conference in San Jose April 3-5.

I’m really looking forward to his new presentation, Look! Squirrel! Beyond the Shiny New Thing to Sustained Organizational Change. Tom will enlighten us as he makes us laugh at the way we think about adopting new martech, overcoming fear, and driving transformation at our companies.

Keeping with tradition, here’s your opportunity to be recognized for your own sense of humor and participate in the MarTech Cartoon Caption Contest. In 2017, we received more than 150 silly, inspiring and nutty entries, and this year we’re hoping to really get the creativity flowing.

Submit your creative caption for the above cartoon by Thursday, March 14 by 11:59 pm PST.

Tom will share the best entries in San Jose on Friday, April 5 as he unveils the official version of his cartoon during MarTech’s closing presentation. If you win, you’ll get an on-stage shout out and receive a framed version of the cartoon with your caption, autographed by Tom.

(Best case scenario, you’re actually at MarTech to accept your prize and bask in the praise of your peers… but if not, we’ll ship it to your home or office!)

While I’m not eligible to win (nor are any MarTech Conference employees or family members), we did come up with some captions to get things rolling. Here are the best of what we got:

“At least it’s still less dumb looking than the Google Glass.”
“That’s great, but I asked for coffee and a bagel.”
“Ever since 5G, Robert’s … changed.”

For the record, here’s the original MarTech Marketoonist cartoon from 2017:

Submit your caption now!

Wed, 20 Feb 2019 16:42:20 +0000
Check out the MarTech preview!

Twice a year, I face a dilemma.

Presented with hundreds of nominated speakers and topics for an upcoming MarTech® conference, I have to choose only a few dozen to fit into a two-day, three-track event.

It’s a dilemma for a couple of reasons.

First, the vast majority of pitches we get from martech practitioners and experts are really good. Having to turn down most of them, simply due to the limits of time and space, kills me. I’m so grateful to everyone who sends in proposals, and I’m sorry we can’t accommodate you all. Believe me, I wish we could.

But there’s a bigger challenge: how can I best serve you as a MarTech attendee?

Martech is such an expansive and diverse field that it’s impossible to cover all of it. Especially because we don’t think of martech as merely a collection of tools and technologies. That is massive enough on its own. But we think of martech more holistically as a new discipline, the innovation of marketing, technology, and management combined.

That’s a pretty wide lens. So out of all the possible topics and case studies we could cover, how do we select only a subset of them to make MarTech most valuable to you?

Do we go broad and scan everything at a 50,000-foot level? Or do we pick one or two concepts and dive deep on them? Focus on B2B or B2C? Program for senior executives or hands-on marketing operations managers? Those starting digital transformation or those far along the journey? Big enterprises or small start-ups?

That’s a lot of either/or divisions.

The easiest thing to do, from a conference positioning point of view, would be to narrow down to a specific martech category and a specific audience segment. In fact, there are a ton of great conferences that do just that. For instance, Third Door Media, the producers of MarTech, also run the SMX Advanced show that’s focused on expert-level techniques for SEO and paid search marketing.

But I think there’s a powerful need for something different.

Mr. MarTech, Tear Down These Walls

I’ve come to believe that two of the biggest barriers to growth in a rapidly changing marketing environment are siloed specialization and false dichotomies.

Specialization is good, but comes with an increased risk of tunnel vision. You can pay so much attention to what’s happening in one narrow slice of marketing, studying only strategies and tactics that are analogous to yours, that you miss disruptions coming at you from completely different angles.

The truth is that the biggest challenge in modern marketing isn’t mastering search engine optimization, analytics, personalization, or any one tactic. The hard challenge is connecting all of those pieces together into a cohesive whole. It’s seeing the forest for the trees.

False dichotomies can be just as blinding. Centralize or decentralize. Automate or humanize. Suite or best-of-breed. Software or services. Build or buy.

I’ve railed against these either/or choices in numerous articles on the new rules of marketing technology and operations, the compatibility of strategy and agile marketing, the simultaneous expansion and consolidation of martech, and the three trends driving the Second Golden Age of Martech.

Because most of the time, these black-or-white, either/or choices are wrong. They’re called false dichotomies — false choices — because, well, they’re false. It’s not only that there’s an entire spectrum of colorful possibilities between the two opposite poles, although that’s true. It’s that in many cases you can actually achieve both/and simultaneously. The two ends can be connected together to unleash incredible innovation.

One of my main objectives with MarTech is to help attendees bust out of such siloed segments and break through such artificial either/or barriers. To accomplish that, we’ve adopted several guiding principles with the conference program:

  1. Explore an intentionally diverse range of martech topics — a curated tour across the entire spectrum of the field. Attendees not only learn new things. They should have unexpected discoveries.
  2. Aim for “graduate level” presentations on those topics. Better to be stretched a little beyond your comfort zone than to be bored with rudimentary notions that you’ve already heard or read about a dozen times.
  3. Program three kinds of sessions: marketing concepts and cases that leverage technology (Marketing Track), the more technical dimension of marketing operations and emerging technologies (Technology Track), and organizational and managerial approaches that help people leverage these technologies effectively (Management Track). Encourage everyone to hop among the tracks.
  4. Cross-pollinate ideas across B2B and B2C examples, executive-level viewpoints and in-the-trenches practitioner perspectives, digitally native high-tech unicorns and digitally transforming traditional businesses, enterprises and start-ups and firms of all sizes and stages in their lifecycle.

Every presentation shares strands of DNA for the intersection of marketing, technology, and management. But the expression of that DNA is wildly diverse from session to session. That diversity — and the combinatorial innovation it ignites — is one of the things that makes MarTech special.

What You Can Expect at MarTech, April 3-5 in San Jose

The upcoming MarTech conference in the Bay Area, April 3-5, will deliver on the promise of an in-depth, vendor-agnostic, BS-free program that will help you better lead marketing technology and operations at your own company.

You’ll hear first-hand accounts of martech innovation from leaders at Aetna, Autodesk, Cisco Meraki, Docker, Epsilon, Freshly, Fuze, IDC, LinkedIn, Livongo, LogMeIn, Netflix, The New York Times, Nordstrom, NPR, Plantronics, PwC, Riverbed Technology, Sub-Zero, Zendesk, Zillow, and more.

Here’s an overview of what you can expect…

Keynotes: Framing the Big Picture

I’ll open with a keynote revealing the 2019 marketing technology landscape in collaboration with Jeff Eckman of Blue Green, the latest martech salary survey results, and a framework for the evolution of marketing operations and technology heading into 2020.

We’ll follow with a fireside chat with the remarkable Ann Lewnes, CMO of Adobe, discussing the balance of creative and analytics, the interplay of technology and talent, ways in which marketing organizations are evolving structurally, and the trends in the industry that inspire her most.

That afternoon, we’ll have back-to-back keynotes from two martech pioneers: Mayur Gupta, the CMO of Freshly, and Terence Kawaja, the CEO of LUMA Partners. Terence will talk about the disruptive innovation of direct-to-consumer (D2C) brands, how they’re harnessing marketing technology to beat incumbent brands, and what marketers across all markets can learn from them. Mayur will share lessons from his career journey, rising from a marketing engineer to a CMO, spanning work at Sapient, Kimberly-Clark, Healthgrades, Spotify and now the D2C brand Freshly.

The next morning will begin with Shauna Shapiro, a professor at Santa Clara University and a world-renowned expert on mindfulness. Co-author of the recent Harvard Business Review article How Mindfulness Can Help Engineers Solve Problems, she’ll discuss mindfulness for innovation and change management.

Talk about unexpectedly connecting dots: yes, it’s martech and mindfulness.

Matthew Lieberman, CMO of PwC, will present on marketing enablement and empowerment, sharing the story of how his organization underwent its own digital transformation — with an empowered marketing team leading the way. Kathleen Schaub, leader of the CMO and customer experience practices at IDC, will offer her insights into guided decentralization: safely scaling customer-facing empowerment.

Tom Fishburne, the brilliant marketer-turned-cartoonist Marketoonist, will deliver the closing keynote for the conference that afternoon, with an interactive presentation of Look! Squirrel! Beyond the Shiny New Thing to Sustained Organizational Change. Aside from guaranteed laughs, Tom will help make the ideas you take back from your MarTech experience actionable.

Marketing Track: Real-World, Vendor-Independent Case Studies

Meg Goldthwaite, CMO of NPR, will explain how voice-driven AI technologies are changing behavior – and what that means, not only for businesses and marketers, but for society as a whole — in The New Era of V-Commerce: What Marketers Need to Know about Alexa, Siri and the AI Revolution.

Debbie Qaqish, Chief Strategy Officer at The Pedowitz Group, will address the challenges of Combining Marketing Operations and Sales Operations for Customer Magic. She’ll examine the pros and cons of a variety of organizational models while also learning how to best manage both old and new martech and salestech stacks and data.

Marketing technology legend Brian Kardon, CMO at Fuze, will share his real-world experience in leveraging AI across his own marketing organization in NextGen Marketing: How Artificial Intelligence Is Accelerating Marketing Performance. He’ll answer these questions about harnessing AI in your martech stack:

  • Which stages of the buyer journey are best suited to AI?
  • How can you better align sales and marketing with AI?
  • How can you best measure the impact of AI on your sales and marketing performance?
  • Which new skills are required of your marketing team to successfully implement AI?
  • What specific applications of AI are most successful?

Subbu Iyer, CMO of Riverbed Technology, will discuss how he’s brought focus to implementing martech solutions for digital transformation, streamlining operations, improving lead generation, and optimizing channels with a talk on The Cure for Shiny Object Syndrome: Human-Centered Digital Strategies. Subbu’s high-level advice includes:

  • Adopt a people-first approach to decision-making.
  • Use the full power of digital technology to build cognitive empathy.
  • Habitually observe human interactions in context to feed innovation practices.
  • Continually monitor and fine-tune the human experience.

Cyndi Marty of Sub-Zero and Alexandre Pelletier of Perkuto will jointly present What’s Cookin’ in Citizen Technology: Sub-Zero’s Journey Toward Decentralized Marketing. Cyndi has been leading a year-long project to transform from a centralized marketing model to a hybrid approach that takes advantage of decentralizing campaign marketing capabilities. She’ll describe her decision to make the transition, share challenges (both technological and organizational) they overcame, and provide insights into the ROI of the transition for the company and its sales network.

With devices like Amazon Alexa and Google Home’s voice-enabled options, consumers are relying more and more on browserless interactions. Now is the time to rethink how you reach and engage your customers in this emerging environment. Tricia DelGaudio, Strategy Director at Epsilon, will further explain new technology-powered strategies for Marketing in the Age of Assistants.

Shiva Mirhosseini, VP Marketing Technology and Digital Experience at Aetna, will close this track with a session on Reimagining Customer Communications — unifying print and digital touchpoint. She’ll share insights from the project she’s led for this at Aetna, including how to:

  • Map and assess the full spectrum of customer communications in your company
  • Create a strategy for unified communications across digital and print channels
  • Decide where print vs. digital works best from the customer’s point of view
  • Integrate across legacy IT systems and new digital services in the cloud
  • Establish governance models to ensure checks and balances across all customer communications

Technology Track: Technical Insights & Emerging Technologies

Siara Nazir, Head of Digital Marketing at Autodesk, will dig into The Data Dimension of Digital Transformation: How Autodesk Instrumented Its Customer Journey. She’ll describe how they leveraged a CDP to unify and centralize data — and then turned the learnings from it into a better omni-channel strategy.

Mike Pow, Senior Product Manager of Experimentation Platform at Netflix, will reveal in Quasi Experimentation at Netflix how they deploy experiments in which the units of randomization are not people, cookies, or members, but geographical units or time. This experiment design enables Netflix to learn about topics for which a traditional A/B test would be infeasible or impractical. The company is simultaneously building the scientific methodology and platform to maximize the learnings from each experiment, doing it at scale and company-wide.

The one-and-only David Raab, founder of The CDP Institute, will deliver an in-depth session on Customer Data Management 2020 — what you need to know for managing your data this year and next:

  • New options for consent management and tracking
  • Applying the right identity resolution methods for each purpose
  • Balancing privacy and personalization
  • Planning for new data regulations
  • The future of second-party and third-party data
  • Integrating analytics and delivery systems with a central customer database
  • Digital transformation and other uses of customer data outside of marketing
  • What’s next for customer data platforms

Sheryl Schultz, COO of CabinetM, will lead a session with Justin Sharaf, Director of Marketing Operations at LogMeIn, and Zack Alves, Senior Manager of Marketing Technology and Operations at Plantronics, on When Stacks Collide: Rationalizing the Marketing Stack in a Merger & Acquisition Environment. When M&A happens, you’ll learn about:

  • Reshaping the organization in a changing environment.
  • Rationalizing the stack to serve new business requirements.
  • Martech profiling for quick analysis and decision-making.
  • The value of a single source of technology truth for training and onboarding.
  • Best practices for mobilizing combined teams to coalesce around new technologies and stack structures.

Isabelle Hierholtz, User Strategy Director at Digi-Capital, one of the world’s leading AR/VR analyst and consulting firms, will present on Marketing ROI Growth Using Mobile AR. Isabelle will show how mobile AR has been used to drive 11x sales uplifts in lifestyle ecommerce, design mobile AR first retail experiences, revolutionize the shoe buying experience, and gain additional big box retailer facings and grow sales across the US, China, and Europe.

Jason Mestrits, Senior Manager Data Science & Analytics at Nordstrom, will share how leading marketing organizations are winning with a focus on data enablement, customer analytics and AI-driven innovations with Marketing Data Science and Your Data Strategy. You’ll gain insights on how creating a comprehensive data strategy enables your marketing function to do more, focus on driving meaningful competitive advantages, and avoid missed opportunities.

Aaron Wroblewski, AI Software Engineering Manager at Zillow, will present a case study of Personalizing User Experiences: Beyond A/B Testing. He’ll share the business case for a system to dynamically select personalized marketing content and calls to action for each customer. Aaron will also identify potential pitfalls like user behavior changes and data and featurization issues, while also describing the tests, metrics, and solutions that helped Zillow overcome them.

Management Track: At the Crossroads of Talent & Technology

Jennifer Brett, Head of Americas Insights at LinkedIn, will present Measure What Matters: Data Strategy to Drive Results, explaining how to go beyond clicks and engagement metrics to more meaningful measures of success, such as lead quality and closed business.

Pamela Della Motta, Director of Product for Marketing Technology, and Kristian Kristensen, VP for Engineering, for The New York Times will give a talk on Applying Product Management to Martech at The New York Times. Learn how they adopted a product management approach to martech as part of their company-wide transformation into a subscription-first digital product company. You’ll explore the benefits and challenges of a product management model that you can adapt to your organization, including:

  • How to rationalize your martech stack through the lens of product management
  • How to use agile management as a coordinating device across the organization
  • What a day in the life of a “martech product manager” looks like
  • How to manage the touch points between martech and the broader marketing team
  • How to develop and maintain a shared martech roadmap across multiple stakeholders

Rachel Beck, Global Manager of Marketing Ops at Cisco Meraki, will explain how they created a marketing ops function at a fast-growing company in only 12 months with Year One: Building a Marketing Ops Team From the Ground Up.

Alana Hill, Manager of Marketing Applications in IT at Zendesk, will share her advice on managing martech tool proliferation with Don’t be a Packrat: Tips to Clean House and Manage Your Martech Stack More Efficiently. She’ll explain:

  • How to design a robust software intake process
  • How to align IT and marketing to increase operational efficiency
  • How to build a tool management plan rooted in maintaining the right kind of data
  • How to manage the tool renewals process by the numbers

Chris Borkenhagen, CIO, Brian Donaldson, Manager of Development Engineering, and Kelly Horton, Senior Engineer of Marketing Technologies, from Docker will describe how to Maximize Efficiency and Scalability with the Right Team Structure, Data and Stack. In 2017, Docker made a decision to restructure its marketing technologies team and stack in a non-traditional way. It moved all technical roles for marketing and sales technology into IT, improving cross-functional communication, alignment and efficiency. You’ll learn:

  • How to identify roadblocks and friction in organizational structure.
  • How current organizational structure works, why it works and how to improve and evolve.How Docker uses containers to reduce deployment times & support customized API logic.
  • How to manage responsibilities across the stack: CRM, MA, CMS, Data Warehouse, BI tools, peripheral tools.

Patty Spiller, Senior Director of Growth Marketing at Livongo, will share The Secrets to a High Performing Martech Team — methods to turn your great ideas into great team achievements, including:

  • Crafting and communicating a grand vision that your team can rally behind
  • Identifying and executing “early wins” for new teams and new team members
  • Creating an environment where people are willing to experiment and push boundaries
  • Encouraging open feedback and transparency among everyone on the team
  • Empowering people through greater responsibility and ownership — and letting go
  • Building cohesion with remote team members or multi-location teams

Half-Day Pre-Conference Workshops for Deeper Learning

Want an even deeper dive into marketing technology management? Sign up for one of the half-day workshops happening Wednesday, April 3, each led by true experts in their field:

Sponsored Presentations & the Discover MarTech Theater

But wait, there’s more…

In addition to the editorial program for All Access attendees, there’s an incredible set of sponsored sessions and Discover MarTech theater presentations you can attend with a FREE Expo+ pass! Leading martech vendors Oracle, IBM, Demandbase, Dataroma, SurveyMonkey, Workfront, Acquia, Allocadia, Sitecore, ON24, Blueshift, Pitney Bowes, Magnolia, Merkle, Tealium, Percolate, VanillaSoft, Brightcove, Yes Marketing, Arm Treasure Data, Brandcast, Scaled Inference, Akkroo, and more will tackle crucial martech topics, including…

  • A Marketer’s Guide to the California Consumer Privacy Act (CCPA)
  • Solving The Stack: Building A MarTech Portfolio That Transforms Your Marketing
  • Marketing Technology Today and Tomorrow: Pipe Dreams and Boiled Oceans
  • Inspiring a Data-First Culture Through Internal Activism
  • The Truth About Personalization — Using a CDP to Personalize Marketing
  • ABM & Modern B2B Advertising: Reaching The Buying Committee At Target Accounts
  • How Martec Helped Lands’ End Double Revenue & Streamline Marketing Processes
  • Webify Everything: How to Gain More Control Over Your Customer Journey
  • Driving Growth with AI-driven Segmentation, Personalization, and Optimization
  • B2B Account Based Tactics at Enterprise Scale
  • The Day Marketing Held Sales Accountable
  • Take the Leap: Moving from Random Acts to Impactful Marketing ROI
  • Transform into a Modern B2B Marketing Powerhouse
  • The Five Tensions of Customer Experience
  • Closing the CX Gap: Making Sense of MarTech Sprawl

Tony Byrne, the founder of research and advisory firm Real Story Group, will also host recurring Discover MarTech Theater presentations on The New Omni-Channel Stack, The Right Way to Buy Marketing Technology, Myths Vendors Tell, and Get the Right Vendor Short List.

You’ll also be able to meet with dozens of other martech vendors exhibiting in the Expo Hall.

Reserve Your Tickets Now: Prices Go Up March 2

If you’re looking to achieve the best results from marketing technology in your organization, as a marketing technologist, a marketing operations leader, a marketing executive, or the champion driving digital transformation, this is an event you won’t want to miss.

Our Beta rates end on Saturday, March 2. Reserve your seat now. I’m looking forward to seeing you in April!

P.S. Get a sneak peek at the kinds of insights you can expect at MarTech by joining me Thursday, February 28 at 1:00PM EST for a free webinar: 2019 Martech Trends You Need To Know. Secure your spot today!

Mon, 18 Feb 2019 18:17:47 +0000
MarTech Today: First accredited OTT fraud solution, identity management can pay off and five hurdles RCS must overcome

Here’s our daily recap of what happened in marketing technology, as reported on MarTech TodayMarketing Land and other places across the web.

From MarTech Today:

From Marketing Land:

From Around The Web:

Fri, 15 Feb 2019 09:00:24 +0000
MarTech Today: Skimlinks adds AMP support, Adjust launches new anti-fraud standard and Adobe Experience Manager adds features

Here’s our daily recap of what happened in marketing technology, as reported on MarTech TodayMarketing Land and other places across the web.

From MarTech Today:

From Marketing Land:

From Around The Web:

Thu, 14 Feb 2019 09:00:50 +0000
MarTech Today: IAB Europe to release updated consent framework, Watson for any cloud and more

Here’s our daily recap of what happened in marketing technology, as reported on MarTech TodayMarketing Land and other places across the web.

From MarTech Today:

From Around The Web:

Wed, 13 Feb 2019 09:00:59 +0000
The MarTech agenda… and 7 more reasons to attend

Looking to improve ROI? Searching for the right marketing technology? Or to meet others who have overcome the challenges of modern marketing?

The MarTech® Conference is designed for you, the senior decision-maker working at the intersection of marketing, technology, and management.

Here are 8 reasons you should join us April 3-5 in San Jose:

1. Get solutions to complex challenges. MarTech delivers the strategies you need to overcome everyday marketing obstacles. Whether you’re struggling to see results from your martech investments, unsure of how to leverage A.I., or need to overhaul your marketing ops team… we’ve got you covered. Senior-level marketers from the world’s leading brands are eager to share their experiences and insights on what’s worked (and what hasn’t). See the complete agenda.

2. Validate your initiatives. Knowing you’re on the right path can be difficult. The case studies and playbooks presented at MarTech will confirm what you know and help make your case back at the office.

3. Skip the hard sells. MarTech is independent, unbiased, and vendor-agnostic. We don’t have axes to grind or sales targets to meet when it comes to any technology or platform.

4. Meet 100+ martech solution providers. Finding the right marketing technology for your company can be difficult (there are 7,000+ options to choose from!). Evaluate solutions from over 100 market-defining vendors by visiting them in the Expo Hall or attending their sessions in the Discover MarTech Theater and Solutions Track.

5. Connect with future talent, clients, and friends. Structured and casual networking opportunities will connect you with a 2,000+ strong community of smart, engaged, passionate marketers eager to exchange ideas, experiences, and advice. Growing your professional network has never been easier.

6. Unify your departments. Your team has diverse backgrounds and skills — getting everyone on the same page is essential. Attending together will unite your crew with a common experience and vocabulary, and provide the foundation for continued success. Bonus: The more you send, the more you save! Check out our special team rates.

7. Experience immersive learning. Attending MarTech is an investment both for you and your company. Two intense days of learning will leave you with specific insights and eye-opening concepts that will set you up for long-term success. Hungry for more? Add a half-day pre-conference workshop.

8. Stay productive on-the-go. “Ah ha” moments and forging valuable connections with peers is just the beginning. You’ll enjoy delicious breakfasts, hot lunches, and tasty snacks – and stay productive with complimentary WiFi throughout the entire conference space. We’re also dedicated to delivering a welcoming, safe, and friendly experience.

Register NOW & save up to $600

Pick your ideal pass based on your goals and budget:

  • All Access: Unlock the full program — all conference sessions and networking events, the Expo Hall, mobile app, hot meals, WiFi, and more. Book now and save $300 off on-site rates!
  • All Access + Workshop Combo (best value!): Add an expert-led workshop to your All Access pass for an immersive, intimate learning experience. Book now and save $600 off on-site rates!
  • Expo+: More interested in meeting vendors and networking? Pick up a FREE Expo+ pass and enjoy unlimited access to our Expo Hall, full-length Solution Track sessions, sponsor presentations in the Discover MarTech theater, downloadable speaker presentations, refreshments, free WiFi, and more. Book now!

MarTech is an incredible opportunity to meet and learn from those driving real transformation in their organizations. Don’t miss your chance to attend!

Hope to see you there!

Psst… Get a sneak peek at the kinds of insights you can expect at MarTech by joining me Thursday, February 28 at 1:00PM EST for a free webinar: 2019 Martech Trends You Need To Know. Secure your spot today!

Tue, 12 Feb 2019 17:12:33 +0000