Modern MarTech: Harnessing Technology to Enhance the Customer Journey - Virtual | School of Marketing | ANA

Modern MarTech: Harnessing Technology to Enhance the Customer Journey - Virtual

This event is over.

Seats are limited and confirmation of attendance will be required in advance of the session.

Integrating platforms and systems across the MarTech stack allows marketers to look at customer data holistically, from the first touchpoint to the last. It helps us understand where we need improvement, lets us look factually at what is working, and allows us to optimize campaigns quickly and effectively.

However, with over 8000+ options to choose from across the marketing technology landscape, today’s modern marketing professionals are challenged to develop a keen grasp on how to ask smart questions about the technology and tools within their organizations.

It's no longer a question of whether technology plays a role in marketing, it's about what role the modern marketer needs to play in using the best solution to elevate the customer experience and drive marketing results. An essential key to doing this successfully is being able to understand the organization's technology - everything from content management tools to customer relationship management platforms to internal collaboration programs - and how it can provide a window into the customer experience throughout the buyer's journey.

This highly engaging and interactive workshop will help participants understand the essential components of a strategic marketing technology stack, provide frameworks that any member of the marketing organization can use to confidently engage in strategic conversations about MarTech, and help marketing executives and teams successfully navigate their new and evolving relationship with marketing technology.

Participants will leave with actionable frameworks they can immediately apply to real-world situations, including aligning MarTech investments with the company’s customer engagement and digital sales funnel strategy. The workshop provides practical examples and real-world case studies that showcase how marketing leaders can use marketing technology strategically to enhance the overall customer experience.

Who Is This Workshop For?

  • Marketers involved in brand management, digital marketing, marketing communications, product/service innovation 
  • Any marketing organization that is looking to ensure their tech stack aligns properly their current marketing and Customer Experience (CX) strategy 
  • Marketers charged with leading Marketing Strategy and where MarTech understanding plays a critical role

Download the full benefits here

  • ANA Opening Remarks & Housekeeping Items (15min)
  • Setting The Stage (5min)
  • MarTech Overview (40min)
  • Elements of Strategic MarTech Stack (40min)
  • BREAK (10min)
  • MarTech & The Customer Journey (50min)
  • MarTech Measurement (30min)
  • Closing (5min)



Mary Czarnecki

Mary Czarnecki is a co-founder of MAC Marketing Partners, the customer-centric marketing agency for market-leading brands. Mary has 20 years of experience driving revenue and customer impact growth for Fortune 100 companies and is no stranger to the "virtual environment," having delivered consulting and training services "remotely" since 2015. She is a regular advisor to market-leading brand teams and in addition to her work with MAC Marketing Partners, she applies her expertise in brand building and social media strategy to develop personal brand platforms for high-impact female entrepreneurs and executives to accelerate both career and business success.

Mary has been acknowledged as a top instructor for the ANA’s Marketing Training & Development Center and has developed several online courses for business leaders and entrepreneurs. She also leads live virtual group coaching programs for executives and entrepreneurs on topics such as virtual leadership, brand development, and online business growth.

Mary received her M.B.A. and M.E.M. from Yale University and B.A. from Princeton University.