Good morning, and make a note in your diaries.

Summer may not be over yet, but here at MarTech Today there’s a sense of that busy fall season rushing hectically towards us. And the first manifestation is the launch of the first season of MarTech Live—and it is live, not a pre-recorded stream—on Wednesday at 2pm ET. My guest on the first episode will be Scott Brinker, HubSpot’s VP of Platform Ecosystem, driving force behind and creator of the legendary Martech 5000 landscape supergraphic (pass the magnifying glass).

Our main topic will be the various roles found in marketing operations today, from the managerial and creative side down to data modelers and citizen developers—how those roles overlap, cohere and supplement each other. But you can bet we’ll get into more general martech themes, especially against the background of this challenging business environment.

Please hurry to sign up. The live session, complete with Q&A, is limited to the first 100 registrants. It will be available on demand later.

But let’s get ahead of the game. I am receptive to any questions you’d like me to put to Scott, or any topics you’d like Scott and I to cover. Let me know:

Kim Davis
Editorial Director, MarTech Today


What we think we’ve learned about networking

Creating rewarding and scalable networking opportunities that serve all constituencies is the trickiest aspect of executing events online. It’s also been the least satisfying aspect for attendees, exhibitors and other event participants. 

In the second part of a series on producing effective and satisfying virtual events (first part here), Chris Elwell, CEO of Third Door Media, finds no simple equivalence between in-person and virtual networking. For one thing, physical networking can mean different things to different people, depending on the type of event they’re attending and their expectations. Similarly, virtual networking will always be mediated by variants like device, software and bandwidth.

Nevertheless, there are some principles to bear in mind when trying to deliver valued engagement in an online setting:

• Ensure that exhibitors and attendees have ways to connect;
• Allocate resources to ensure that channels Q&A, group chat, and virtual booths are adequately staffed;
• Remember that an engaged attendee is not necessarily a purchaser—qualify them before selling to them.

Read more here »


MarTech Today's "Customer Data Platforms: A Marketer’s Guide " -- Updated for 2020!

Learn the benefits of using a customer data platform and compare top vendors. This report answers the following questions — What features do CDPs provide? What trends are driving the adoption of CDPs? Does your company need a CDP? — It also includes profiles leading vendors, capabilities comparisons, and recommended steps for evaluating and purchasing.

Get it now »


How to improve workflow with Kanban

As marketing teams look to go agile, many are turning to Kanban. Kanban is a methodology or framework for agile workflow management, and it’s one of the easiest for marketing teams to adopt—not least because the first step is “start with what you do now.”

That doesn’t, of course, mean “stick with what you do now.” Rather, it’s encouragement for people closest to the workflows to analyze them for problems and bottlenecks. Kanban is supported by software—a Kanban “board”—but its true value lies in empowering organizations at all levels to undertake evolutionary change. You can use the board without truly doing Kanban.

Kanban limits work in progress rather than allowing projects to pile up. It focuses on completing tasks and getting customer feedback. After all, work, no matter how industrious, has no value until the results are in the customers’ hands. 

Stacey Ackerman, marketer and agile coach, says: “Evolutionary change means that the team isn’t going to settle for ‘this is how we’ve always worked.’ The organization needs to encourage and embrace the team to pursue real, meaningful changes that vastly improve the way their work flows.”

Read more here »

MarTech Minute

Digital advertising platform launched for independent agencies

Media solutions company Digital Remedy has announced the launch of AdReady+, a self-service digital advertising platform targeted at independent agencies. The platform is meant to be a comprehensive resource for independent agencies, where campaign planning, RFPs, media execution and reporting can all be produced. 

Digital Remedy is leveraging two decades of data and experience as the foundation to the platform. AdReady+ provides a step-by-step guide for client management and purposely provides a streamlined user experience so that both junior staffers and senior executives can navigate the platform. 

Look for more from Digital Remedy about platform strategy and implementation later this month in MarTech Today. 

Why we care. As independent marketing agencies get leaner on staff, end-to-end solutions like AdReady+ will become even more valuable, especially with agencies that work in multiple industries. ‘Bench strength’ in personnel has been supplemented with ‘platform strength’ in technology. 

Other announcements:

• Broadcasters launch year-round digital platform
• TrueCar partners with military marketing services provider


Calling all multi-location brands!

Searching for the perfect local marketing solution? MarTech Today’s free guide can help! In-depth vendor profiles, pricing charts, and essential things to consider prior to purchase — it’s all here.

Get your free copy now »

What We're Reading

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

Facebook weighs ‘kill switch’ for political ads after U.S. election to curb misinformation – Reuters

Uber and Lyft Get Reprieve After Threatening California Shut Down – New York Times

The larger your martech stack, the better your marketing performance? – ChiefMartec