Good morning Marketers, are you an orchestrator too?

How could or does a service or platform fit in with an existing stack as well as the core non-marketing enterprise systems? What does “better” mean (price, value, ease of use, ease of integration, possible customization, etc.) when comparing different products? Can one team live with an existing stack component even though it doesn’t meet 100% of their needs?

If you’re asking these types of questions, chances are you’re an orchestrator too. That’s at least what MarTech Today contributor Steve Peterson thinks after taking a look at Scott Brinker’s refresh of marketing technologist roles. As an orchestrator, you play a critical role in managing all of the above, while likely helping other marketing decision-makers understand the big picture when it comes to choosing new tech. 

“Maestros can help other marketers and stakeholders think through questions like “how could or does a service platform fit within an existing stack as well as the core non-marketing enterprise systems,” Peterson writes. “There are a lot of questions, and marketing colleagues of all stripes specialize in other areas that are just as complex and evolving as martech. Thus, orchestrators need to help them think about these things.”

There’s more below, including a Mindful Moment to give you some peace.

Jennifer Cannon, 
Senior Editor

Mindful Moment

We’ll be sharing daily mindfulness exercises to help us all take some time to decompress. If you have a suggestion, please email

Today’s mindfulness exercise comes from Third Door Media’s Marketing Manager, Allison Walter. Its genius is in its simplicity. Simply watch the circle expand and contract while you Just Breathe.


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MarTech Minute

THEY HAVE A PLAN. Adobe sent a note to customers of its platforms yesterday saying the COVID-19 pandemic has not disrupted its platforms and said it has disaster plans in place to maintain uptime for automation platform Marketo Engage and its commerce platform Magento. To put simply, the company said the cloud-based infrastructure for both of those platforms is spread across several global locations and vendors to ensure uptime. Why we care. Frankly, we know there are plenty of tools out there, but if Marketo or Magento go down, it would grind a lot of us to a halt even more than this crisis has already.

STUDENT EDITION: Airtable is making a version of its smart spreadsheeting product available for students who find themselves participating in distance learning as the COVID-19 disaster shuts schools. The company said it had planned to launch a version for students, but the pandemic caused it to accelerate the release. Why we care. Airtable is one of the hottest movers in martech right now, and bringing students into its user base will only heat things up. Source: Airtable

CHAT RESPONSE. Major digital consultancy Perficient this weekend said it will make available a chatbot solution by Drift that its hospital and health plan clients can use to help assess inquiries health care facilities are receiving about the COVID-19 outbreak. According to the companies, the bot asks visitors questions about exposure, symptoms, and risk to help sort the urgency of each case. Why we care. Chatbot experiences can vary from intuitive to downright frustrating, but as the pandemic is causing such a widespread need for information, these tools may end up being crucial to managing the influx in a range of industries. On the other hand, they can fail and be forever tarnished. No pressure. Source: Perficient


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What we're reading

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

OK, Fine, Let’s All Get Back on Facebook – Wall Street Journal

E-commerce sites boost ad spend as COVID-19 drives orders – Marketing Dive

More brands and content creators warm up to TikTok amid social distancing order – Glossy

DTC brands are tightening up how much they spend on digital advertising – Digiday

Advertising in the time of pandemic: Creative work addressing the crisis – Campaign Asia

A freelancer’s guide to the coronavirus downturn: jobs, resources and support networks – The Drum