B2B Marketing Blog

Why Every Marketing Leader Should Develop A Marketing Technology Roadmap

Fifteen years ago marketers began investigating whether technology could help solve the problem of marketing teams working in silos with separate assets, data and reporting. Marketing leaders were looking for an operating system to run the whole of marketing.

The marketing operations team is the OS of the marketing department.

Yet we don’t have a centralized technology that can run all of marketing, from advertising to reporting. Instead we have a stack of marketing technologies we wrangle data from.

Companies are simply too different to have a one size fits all martech stack. Which is why we need marketing operations and technology leaders to manage the martech stack.

But how do you manage a martech stack?

Management starts with a vision and that vision then turns into a roadmap. This is the same with martech.

In this post, we’ll discuss how we think about your own martech roadmap and provide some useful hints in evolving your technology as your company does too.

Keep reading Why Every Marketing Leader Should Develop A Marketing Technology Roadmap

Topics: marketing technology

How To Become The Marketing Technology Expert, Core Competencies Of The Marketing Operations Leader [pt. 2 of 4]

Welcome back to our series on marketing operations leadership.

In this lesson we'll show you how to become the marketing technology consultant at your organization. Marketing technology is the source of customer information and the lever that controls the sales/marketing funnel. So it's increasingly important for marketers to be their organization's expert of the marketing technology stack.

But how do you do this?

Keep reading How To Become The Marketing Technology Expert, Core Competencies Of The Marketing Operations Leader [pt. 2 of 4]

Topics: marketing operations, marketing technology

Non-Obvious Ways To Manage New Martech Investments In B2B

Today’s CMOs and VPs of Marketing spend a large chunk of time learning and managing technology.

The pace and importance of this activity didn’t exist 20 years ago. But today’s B2B marketing leaders allot weeks and months to discovering new technology, assessing team needs, and assessing analytics and customer experience improvements. All the while, they still have to manage the day-to-day.

It’s tough work, requiring the ability to embrace the role of the learner and explorer, even if you’re at the top of the org chart. That’s why we’ll be discussing the blueprint for technology management in B2B.

Keep reading Non-Obvious Ways To Manage New Martech Investments In B2B

Topics: marketing technology, CMO, martech

Unveiling The Pipeline Marketing Technology Stack

In the January 2015 iteration of ChiefMarTec’s marketing technology landscape, Scott Brinker identified 1,876 companies -- up from 947 companies the year before (and I’m sure there’s hundreds, if not thousands, more today). How on earth do marketers keep all of the various marketing technologies straight in their mind? And how are CMOs supposed to figure out the best technology stack for their company?

Keep reading Unveiling The Pipeline Marketing Technology Stack

Topics: pipeline marketing, marketing technology

The Golden Age of B2B Marketing Is Here, What You Need To Know

Like many people, I like to reflect on my career, especially my industry and company. Recently, I came to the conclusion that it’s never been a better time to be a B2B marketer.

Keep reading The Golden Age of B2B Marketing Is Here, What You Need To Know

Topics: B2B Marketing, marketing technology

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