Good morning, does this sound like you?

In preparing for our marketing technologist-themed MarTech Live season, we were struck by a featured snippet in Google for “What is a marketing technologist.”

“A marketing technologist is a technically skilled person who designs and operates technology solutions in the service of marketing. This isn’t just about embedding IT services within marketing, though. Good marketing technologists strive to understand the context of the technology.” Now, clipped from a 2015 McKinsey report, the selection does hit some important marks that are still true. We’re not embedded IT; and understanding the context of martech surely is still essential to good ops. But the idea that we are “in the service of marketing” is what jumped out.

We’ve said it before: Martech is marketing. And marketing technologists are key to modern marketing. We are change agents, we are data-driven and, yes, we are at our best when armed with the right tools. But we aren’t in the service of marketing. We make up marketing.

Got your own definition of a marketing technologist? We’d love to hear it. Email hpowderly@thirddoormedia.com.

Henry Powderly,
VP, Content

 
 
 

Facelift appears on Marketo roadmap

“Since Adobe acquired us, we’ve been working on ushering in the next generation of marketing automation,” said Marketo’s Director of Product Marketing Brian Glover. “We’ve now created integrations across virtually all of Adobe Experience Cloud. That includes Experience Manager, for bringing content directly into Marketo for building your campaigns, and speeding that time from to design to delivery. We’ve connected into Adobe Target, Ad Cloud and Audience Manager, to be able to create those experiences across channels. And we’ve connected into Adobe Analytics.”

Marketo already had multi-touchpoint attribution analytics through its acquisition of Bizible. Connecting that into Adobe Analytics is aimed at helping an understanding of what content on your website is engaging customers, and for how long. “You can now get these insights in an account context,” said Glover. These integrations are now available, he said.

One of the next things we’re doing is to roll out an entirely new user experience. That will become generally available in the fourth quarter. It’s going to be a new look for Marketo, because we’re integrating the design principles from Adobe Experience Cloud. Customers will have a more consistent feel and experience across all their products from Adobe, including Marketo, which will have a new, modern look and feel.” Also in the fourth quarter, Marketo customers will see an ability to send higher volumes of email at greater speed.

 

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Tactics
 

Since you’re emailing so much, don’t ignore these best practices

With COVID-19 grinding in-person marketing to a stop, marketers are putting even more pressure on the original “king”: email. But with the renewed focus comes the responsibility to make sure you are executing with best practices in mind.

“Email marketing should address how you can make [the recipient’s] life better today, even if it is in a small way,” Dave Charest, director of content marketing at Constant Contact. “You can demonstrate urgency by positioning your products and services in a way that addresses new and changing customer needs, not by pushing discounts and products down their throat. Email marketing is all about sharing the information [the recipient] needs in the way they prefer it, which includes tone, length and time of day.” 

Here are four things to make sure are in place:

• Use a mobile-responsive template
• Don’t to too sales-y
• Have a clear call to action
• Test subject lines first

Check out the other six tips here »

 
MarTech Minute
 

Making marketing ‘family’-friendly with Vans

With families spending more time together than ever, even with back-to-school looming, marketing to the entire family unit is definitely en vogue. 

The popular shoe brand Vans has done just that with its Vans Family brand, an interactive and loyalty program designed to recognize, reward and celebrate fans for who they are and what they like to do. 

• Highlights of the Vans Family brand:
• Over 10 million members in less than two years;
• Program members spend 60 percent more than non-members;
• Access to exclusive contests and experiences; and
• Access to customized footwear, accessories and early previews of product releases 

“Vans is a great representation of how to start with a strong brand to create members-only experiences,” said Jon Siegal, VP of Global Loyalty Sales for Cheetah Digital, the digital omnichannel platform vendor for Vans Family. “The exchange of value between brand and customer results in an increase of spend for loyalty members.” 

Why we care. It’s a good reminder that loyalty programs like these can build up so much long-term value for your customers. But executing these across channels very much relies on a solid martech framework.

 

E-commerce ad strategies for an uncertain Q4

Sponsored by Pacvue

This year has been one of the most uncertain and capricious years ever for eCommerce. As businesses look to recover from the early effects of COVID-19, eCommerce advertisers must ask, “what happens next?”

While signs point to a slow recovery of jobs and purchasing in Q4, there is also a chance the U.S. will see another shutdown later this year impacting the economy and eCommerce in a similar way to March and April. On top of this, Prime Day has likely moved from Q3 to Q4, creating unprecedented crossover with the holiday buying season.

What does all of this mean for your eCommerce ad strategy? Pacvue offers key considerations (and strategic tips) for helping you prepare your ad strategies for the rest of 2020.

 
Indicators
 

B2B digital advertising thrives as traditional B2B spend plummets

Despite representing only a small piece of total U.S. digital ad spend, B2B digital advertising is thriving – even as the pandemic continues to hamper economic growth. eMarketer forecasts that U.S. B2Bs will spend $8.14 billion on digital ads this year, up 22.6% from 2019 when spending was $6.64 billion. 

Why we care. Over the past few years, B2B digital ad spend has “outstripped digital ad spending growth overall, with a CAGR from 2016 through 2019 of 24.7%, vs. 22.6% for all US digital advertising,” reported eMarketer. “But due to the pandemic and the unique conditions for B2B marketers who are rapidly shifting spending from in-person events, growth will reaccelerate this year by 22.6%.”

Read More »

 

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What We're Reading
 

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

Virus Alters Where People Open Their Wallets, Hinting at a Halting Recovery Despite eased restrictions, people – New York Times

Further delay to GDPR enforcement of 2018 Twitter breach – TechCrunch

Facebook restricts more than 10,000 QAnon and US militia groups – The Guardian

Mobile Advertising Soared 71% Year-over-Year, According to PubMatic Report – GlobeNewswire 

Former Uber Security Chief Charged With Concealing Hack – New York Times