1. Recent Articles

    1. The Future of MarTech

      The Future of MarTech

      The present and future of Marketing Technology was debated and captured at the inaugural MarTech Conference in Boston. It was a sold-out event that brought together diverse thought leaders in the MarTech world. In advance, I had the opportunity to connect with the conference chair, Scott Brinker, to discuss the industry’s evolution and how the role of Chief Marketing Technologist has become the must-have role within marketing organizations around the globe.

      © 2014 DK New Media .
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    2. The 3 Dimensions of Content Creation

      The 3 Dimensions of Content Creation

      There’s so much content being produced on the web right now that I’m truly having a difficult time finding articles of value – albeit through search, social or promotion. I am shocked at how shallow many of the content marketing strategies are on corporate sites. Some just had recent news and press releases about the company, others have an array of lists, others have feature releases about their products, and others only had heavy thought leadership content.

      © 2014 DK New Media .
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    3. Over $21.8 billion of funding for marketing technology

      Over $21.8 billion of funding for marketing technology

      Hold on to your butts: there’s been over $21.8 billion of venture capital and private equity invested marketing technology companies. And that doesn’t include money raised from public offerings, M&A deals, or untracked investments from angels, friends and family — or the hundreds of companies who weren’t included on my landscape (as I always disclaim, it’s definitely not comprehensive).

      In other words, real investment in space is much greater than $21.8 billion.

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    4. Point/counterpoint: how big is the martech market?

      Point/counterpoint: how big is the martech market?

      We’re going to try something different here. Louis Gudema, the president of marketing consultancy revenue + associates, submitted a guest post to me with the contrarian (?) viewpoint that marketing technology is not as big of a market as some claim.

      He mostly takes issue with the “market opportunity” stated in HubSpot’s recent S-1 filing — not to pick on HubSpot per se, but because their S-1 is the most recent attempt to frame the market to public investors.

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    5. 6 questions with the CMO of Salesforce ExactTarget

      6 questions with the CMO of Salesforce ExactTarget

      In conjunction with the Connections conference this week for the Salesforce ExactTarget Marketing Cloud — which is a terrific product, but that’s a multisyllabic mouthful of a brand name — I had the privilege to do a Q&A with Woodson Martin, the CMO of that product.

      We covered a range of subjects, from how Woodson manages his own marketing team to how marketers can keep up with the rapid pace of change in marketing technology.

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    6. Marketers regularly use over 100 software programs

      Marketers regularly use over 100 software programs

      A lot of people look at my marketing technology landscape graphic and protest, “There’s too damn much software in marketing!” To many, it’s inconceivable that a marketer would ever be able to manage working with more than a handful of software products — and ideally, they’d work with just one.

      But I believe this overlooks the true pervasiveness of software.

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    7. Aetna’s team of marketing technologists: don’t call them shadow IT

      Aetna’s team of marketing technologists: don’t call them shadow IT

      The roles of marketing technologists — including senior chief marketing technologists — still have high variance from one organization to another.

      In some, they are solo operators, serving as diplomats, translators, and expeditors between technical and marketing teams. In others, they run small teams under the label of something else, such as marketing operations or traditional IT.

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    8. The Four Big Wins of a Marketing Calendar

      The Four Big Wins of a Marketing Calendar

      Author: Chandar Pattabhiram

      We marketers have a lot on our plates. We’re executing faster, running more campaigns and programs, and coordinating across more channels than ever. Whether we’re launching a new campaign on social, planning nurture programs for our customers and prospects, registering event attendees, or promoting new content, we’re dealing with a lot of moving parts.

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    9. Optimizing the Path of Converting a Lead to a Customer

      Optimizing the Path of Converting a Lead to a Customer

      There’s no shortage of companies that need assistance with customer conversion. We’re all extremely busy and we’ve always been great at developing great products and services, but often fall short on providing a smooth path for a lead to be come a customer. Marketing technology provides the tools to bridge that gap and nurture those leads efficiently.

      © 2014 DK New Media .
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    10. The revolution will not be advertised: HubSpot files for $100 million IPO

      The revolution will not be advertised: HubSpot files for $100 million IPO

      This week, HubSpot filed for a $100 million IPO.

      As a “marketing technology” story, that’s remarkable enough at face value. There have been only a handful of pure martech companies that have made it from a start-up dream to a publicly-traded company. It’s an extraordinary accomplishment in a crowded space. Their IPO will provide further evidence that this space is maturing — and will secure HubSpot’s position as one of the major marketing platforms in it.

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