Good morning, what kind of student are you?

From product-focused programs to platform-specific badges, and even professional marketing associations to distinguished universities, there are numerous continued education paths — particularly in martech — designed to help marketers enhance their careers at any stage. But before diving into any program, it’s important to have a sense of self-awareness: what kind of a learner are you?  

“Some learners are akin to marathon runners; they can go at a steady, sustained pace for seemingly infinite amounts of time,” said Mary Barba, content marketer and founder of Barba Digital. “Some learners are like sprinters; they cover brief distances with robust vigor as fast and as agile as possible. The key here is this: neither runner is wrong in their running method.”

Would you say you are more of an Operations Orchestrator, or an Analytics Architect? Or neither? Please take our 2020 MarTech Career Study to help us get a better understanding of the roles shaping today’s marketing technology organizations. Conducted in partnership with MarTech Conference Chair Scott Brinker, the survey will only take five minutes of your time and will give all of us more insight into the work we do as an industry. We’ll be sure to share the results.

We have much more for you below today, including a Soapbox on how marketers can use AI to ditch the grind and focus on the human elements of their jobs.

Jennifer Cannon,
Senior Editor 


AI will help marketers focus on being human again

As traditional marketing shifted into digital marketing over the last decade, we’ve drifted further away from the human-to-human interactions that defined customer experience in prior decades.

We’ve turned people into prospects. Views into impressions. We’ve commoditized customers by automating our funnels and flywheels. By scaling our digital activities, we’ve lost a bit of the human touch.

It takes a ton of time and lots of tools to manage a digital marketing campaign. We have to leverage automation to drive results. But the machinery we build can feel cold and impersonal and end up damaging the customer experience.

AI promises to streamline our efforts, automating the repetitive tasks we grind through today. By replacing the technical grind of digital marketing, AI will free marketers to focus on the part of the job that requires the most humanity – engaging and serving customers.

Conversational marketing, data-driven personalization, AI and other trends predict a future where marketers have the time and the mandate to focus on real human interactions again.

– Nathan Binford is the vice president of marketing at MarketChorus


How retail brands can survive---and thrive--in 2020

Consumers everywhere now favor online marketplaces, not Google, when beginning a product search. Amazon recently overtook its rival when it comes to where shoppers start their customer journey. With so much change afoot, what exactly is the state of retail media in 2020? Don’t miss this live webinar with Crealytics CEO Andreas Reiffen and Search Engine Land’s Editor-in-Chief Ginny Marvin where they discuss how leading retail brands can survive – and thrive – in the era of online marketplaces.

There's still time to register! »

On the Move

Oracle recruits new CMO from Amazon Web Services

Oracle has named the former VP of worldwide marketing for Amazon Web Services (AWS), Ariel Kelman, as its new CMO, reports CNBC. Kelman’s move to Oracle is a likely win for the company which has long been an AWS competitor. Kelman will be replacing Rupal Shah Hollenbeck who recently exited Oracle. According to Kelman’s LinkedIn profile, he was the co-founder and VP of marketing at Ventaso, a customer Message Management (CMM) solution, from 1998 through 2004. Prior to being with AWS, Kelman held roles at Salesforce and MicroStrategy. 

The search SaaS company Elastic has appointed Sally Jenkins as its new CMO. She will lead global marketing, brand strategy, corporate communications and customer and partner marketing efforts for Elastic’s portfolio of solutions which include Elasticsearch and Elastic Stack. “Sally brings strong marketing experience in the enterprise data, cloud and security industries, and she is a veteran at helping companies scale,” said CEO Shay Banon. Jenkins comes to Elastic from Informatica where she also held the role of CMO, and has served in marketing leadership roles at VMWare, Symantec, Autodesk, Sun Microsystems and Apple. 

Ben Brewer has been named chief revenue officer for Nintex, a process management and automation solution. He will lead direct and partner sales for new and existing Nintex customers, as well as the company’s global sales organization which is comprised of teams within North America, Europe, the Middle East and Asia Pacific. “We can’t wait to see what Ben and his team will achieve across the global Nintex community in 2020,” said CEO Eric Johnson. Before joining Nintex, Brewer was with SAP Concur, overseeing its SMB division — a unit comprised of 1,100 employees and more than $200 million in annual bookings. 


Boost ROI. Assemble high-performing teams. Exceed expectations.

Attend MarTech April 15-17 in San Jose for creative, vendor-agnostic solutions to complex marketing challenges. You’ll access a graduate-level program featuring tactical, practical sessions from Thomson Reuters, Docker, Harry & David, Lyft, Grubhub, Twitter, Wells Fargo, and dozens more successful brands.

Explore the agenda! »

What we're reading

We've curated our picks from across the web so you can retire your feed reader

Why Marketers Should Be Leaders With Customer Data Privacy – CMS Wire

Shift To More Minimal—And More Useful—Tech Catches CMOs’ Attention At CES 2020 – Forbes

Google acquires no-code app development platform AppSheet – VentureBeat

Retailers’ 2020 customer data management strategies are in flux, survey finds – Marketing Dive

Taco Bell deploys AI for in-app personalization – Mobile Marketer

What Consumers Believe About Ads: Effectiveness, Creepiness, Transparency – Street Fight

As Election Nears, Ad Tech Looks Toward New Opportunities – And To Avoid Past Mistakes – AdExchanger