The Future of Martech

Marketing Technology (martech) refers to any piece of technology a marketer uses to automate or streamline processes, collect and analyze data, or provide various means of reaching and engaging with existing or potential customers. The full suite of these interconnected tools a company leverages to achieve marketing goals and objectives is known as the martech stack.

  • Inflation Shouldn’t Deflate Success: How Brands Can Deal with Rising Prices

    Pulse   February 16, 2022  

    The world is seeing price inflation on a scale that hasn’t been experienced in 40 years. While brands may be tempted to resort to their old playbooks by raising prices, cutting margins, or sacrificing quality, the amount of data and visibility that brands experience now can help manage these difficult times. Nuanced information about markets, consumers, and suppliers allow marketers to choose where and when to change prices or margins, and provide an opportunity to optimize their promotions around the products most affected. The resources below provide insight into how consumers are dealing with inflation, and how brands can positively respond.

  • Let’s Talk About CX: Trends in Customer Experience for 2022

    Pulse   December 17, 2021  

    Last month's Pulse discussed Customer Data Platforms to manage the myriad data marketers will need to collect post-cookie. It begs the question, though: If you can't deliver an exceptional customer experience in a highly competitive world, will you even need a CDP? If you can't delight your customers, then the rest is moot; the keys to all success across a marketing organization start and end with the end-user: the consumer. The resources here discuss some of the ways CX will evolve in 2022.

  • A Customer Data Platform to Rule Them All: How Marketers Can Manage Data Using a CDP

    Pulse   November 29, 2021  

    With the eventual and final phase out of the third-party cookie, marketers will need to rely on the data they can collect directly from consumers. This first- and -zero-party data will come from a multitude of sources and, if not managed properly, can end up as a disorganized, in-actionable mess.

  • There's Less and Less Daylight Between CMOs and CIOs

    ANA Magazine   November 5, 2021  

    When CMOs and CIOs collaborate the results include more engaged customers and healthier returns from marketing technology investments. However, without both sides first agreeing on governing principles, merging marketing and IT teams may end up being a wasted exercise.

  • Lionsgate In-House Marketing’s Martech Hollywood Story

    Event Recaps   October 20, 2021  

    Lionsgate shared insights on how it successfully migrated legacy data and project management systems into a new, singular hub that took all of the film studio’s disparate data sources and project management tools and housed them on a cloud accessible to any team member at any time.

  • Why Does Marketing Ops Need a Playbook?

    Knowledge Partners   October 18, 2021  

    Having a marketing playbook can fuel operational excellence and prevent poor marketing execution.

  • The Enterprise Marketer’s Guide to Customer Data Platforms

    Knowledge Partners   September 8, 2021  

    CDP specialist Zeotap provides an accessible introduction to Customer Data Platforms.

  • The Marketing Ops Skills Set

    Knowledge Partners   August 17, 2021  

    Frans Riemersma from BrandMaker covers the three functions of marketing operations.

  • The Martech Ecosystem: What You Need to Know Right Now

    Event Recaps   August 17, 2021  

    The landscape of marketing technology solutions is vast and rapidly expanding. In fact, the martech ecosystem has grown to feature over 8,000 entities and marketers that are increasingly dependent on these technologies to deliver value to their customers.

  • How to Prepare for the Changing Nature of Data

    Forward   June 8, 2021  

    Amid seismic shifts in the digital landscape, one question consistently arises: What can brands and advertisers do to adapt? One major part of the answer is first-party data, which is expected to play an outsized role as cookies fade, privacy rules ramp up, and consumers continue to demand more privacy and better customer experiences. Strong first-party data strategies look different for each organization, but here are seven tips every marketer should consider.

  • Infographic: The Future of MarTech

    Research Infographics   April 20, 2021  

    An infographic on martech stacks from ANA Marketing Futures.

  • The Future of MarTech

    Research Reports   April 20, 2021  

    Learn the ins and outs of marketing technology (martech) in this report from ANA Marketing Futures.

  • Building the Data and Analytics Organization of the Future

    Event Recaps   April 13, 2021  

    Michael Harrison, managing partner of Winterberry Group, provided a framework to evaluate and implement the people, process, and technology needed to create an in-house or blended capability.

  • Martech Procurement Resources for Your Legal and Procurement Teams

    Webinars   February 16, 2021  

    Marketing technology has been identified as an essential component of helping marketers manage business transformation. In this webinar, learn about new tools that can help secure substantially better value out of your martech investment, drive growth, and eliminate waste.

  • Martech Procurement Resources for Marketers and Procurement Specialists

    Webinars   January 21, 2021  

    In this webinar, learn how a new suite of legal tools can help marketers secure substantially better value out of your martech investment, drive growth, and eliminate waste.

  • The State of the ABM Tech Stack

    Tools   November 15, 2020  

    Demandbase and Demand Metric recently completed research to illuminate the marketing technology stack challenges B2B firms face as they execute Account-Based Marketing (ABM) strategy.

  • Why Martech Investments Fall Short

    B2B Marketer   May 27, 2020  

    B2B marketers continue to struggle with making the most of their growing marketing technology stack. A major part of the problem: Too many companies rely on individual technology purchases rather than foster an integrated approach.

  • MarTech Adoption Benchmark Report

    Tools   February 1, 2020  

    MRP and Demand Metric partnered to field research to find out how these personas adopt martech differently and how their posture toward martech adoption impacts their ROI.