acquiring-new-martech?-first,-get-a-solid-evaluation,-buy-in-process-in-place

“We have customers that have 400 different types of tools in what they consider their marketing technology stack,” Anita Brearton, founder and CEO of martech management company CabinetM, shared with an auditorium full of marketers at the MarTech Conference in Boston last week.

Some businesses have made technology acquisition oversight a priority. Yet in many companies, individual departments are buying their own technologies without regard to what other teams may already be using. How can enterprises ensure that their technology budgets are being well spent and managed companywide?

Brearton led a panel discussion with marketers from different industries with different stacks, who all developed martech acquisition processes for their companies.

Picking the right platforms, getting the most out of them

Martech stacks evolve as new capabilities and needs arise, which can create a neverending cycle of product evaluation, implementation and retirement. If left unchecked, that cycle can result in wasted budget, disinterested stakeholders and falling short of your goals. Teams can address this potential pitfall by framing their decisions with the most important use cases in mind and establishing an internal champion for each product.

“We really only looked at four or five real big key use cases . . . So, we kept a pretty tight roadmap and we knew that these were the use cases that we wanted to evaluate and buy for,” explained panelist John Jagelsky, senior manager of marketing operations for QuickBase.

internal owner of every tool. I think it’s really important that you have that person who is responsible for the KPIs and the success of that tool and driving that accountability. That’s definitely a peril where I’ve fallen down in the past, where we got the team all amped up and excited about a new tool coming into the stack, but that no one really owns the ongoing enablement and optimization of it — it just falls down and we lose ROI pretty quickly.”

There are circumstances, however, in which an emphasis on a limited number of use cases or assigning accountability for each platform may lean out your stack to the point of hindering your team’s efficiency.

“I don’t think there’s necessarily a right answer to how many you off-load or on-load per year,” said panelist Stacy Falkman, formerly of Paychex and now senior customer success manager for 6Sense, conveying a common sense approach, “because we’re going to try this [vendor] and if we’re paying them money to drive value and drive top-of-line funnel fill, we’re going to offload them if they’re not going to work out.”

Getting demos, asking around and trying before you buy

“We would always push, regardless of the size of the vendor, for some type of free trial or promotional period to really kick the tires and see how it’s working,” Falkmain said, “but, the larger the investment that you’re making, sometimes you have to also invest the time to ensure that you’re giving the platform the time it needs to be successful in your organization. And, if you restrict yourself to a short window of time, then you’re just setting yourself up for failure.”

In situations where a free trial isn’t offered, as may be the case with more expensive platforms, Falkman advised that marketers push vendors to build relevant demos that represent what your organization is trying to accomplish to precisely illustrate how the technology is going to work for your company.

“There’s actually something we’re working on right now where we want to add some functionality, and another department in our university uses a product that meets most of our needs,” panelist Steve Petersen, marketing technology manager for Western Governors University said. “We don’t know if that’s going to be long-term, but if we can piggyback off of them, we can do a proof-of-concept phase very cheaply, and then ask, ‘Is this worth an investment? Do we stick with this one vendor or do we invest a lot more in something that’s closer to what we need?’”

and quirks and should be a component of your evaluation process. Sites like G2 and CabinetM provide insights from users and side-by-side comparisons of vendor offerings.

“Ask the vendor for people that are in your industry, that are doing the same things as you, not someone who’s completely in another space,” Jagelsky advised in situations where the vendor wants to connect you with an existing customer for a testimonial.

Involve other internal groups early

A new product may be chosen by, and primarily benefit, one department of your company, but getting the purchase processed may involve your financial or accounting department. And with GDPR, CCPA and other privacy-focused regulations now part of the equation, your legal and information security teams may also need to be involved.

“In enterprises, it’s always tough,” Falkman prefaced, emphasizing respect for other departments involved in the process, “I think it’s just making friends with [members of other teams] . . . They have a job, and they’re doing their job for a reason, because they’re looking out for the best interest of the company as well.”

martech-east-keynote:-better-marketing-starts-with-better-orchestration
MarTech East on Wednesday, Cesar Brea, partner at Bain & Company, delivered a morning keynote session on the critical role of alignment in an organization’s marketing success.

The majority of marketers are hyperfocused on results with little regard to the processes and connections needed to achieve those outcomes, Brea explained. But the most successful marketing leaders focus more on the orchestration and organization of their marketing efforts than in their technical sophistication.

Whether building out a longterm marketing strategy or launching a quick-hit campaign, successful marketing requires highly-integrated processes. As Brea pointed out, marketing orchestration can be just as important as the results.

Brea outlined five key trends for successful marketing orchestration, exploring how each of these trends will evolve as the digital marketing landscape continues to grow.

life-is-like-a-stack-of-martech

Kicking off the first full day of the MarTech East conference, MarTech conference chair Scott Brinker delivered his welcome keynote filled with valuable approaches to martech and Indiana Jones references a-plenty.

Brinker dove into concepts ranging from product adoption to stack integration, sharing his “eight P’s of self-service martech” to help demonstrate how our organizations can move from being assisted by martech to being embedded (or even absorbed) by martech.

But what do organizations look like when they are embedded or absorbed by martech – and should we bother trying to get to the next level?

Embedded MarTech

Organizations embedded in martech, according to Brinker, typically have controlled efficiency, but are often limited to a few players within the company. Requests are often queued as they flow between departments, and projects are managed in a narrow and sequential manner that can put limitations on our own capabilities.

Absorbed MarTech

Absorbed environments rely on instantaneous self-service, allowing marketers to make martech decisions without involving IT departments thanks to free and freemium go-to-market models. The scope of projects are wide and parallel, managed in shorter sprints rather than implementing a single project at a time. Absorbed organizations can bring together many diverse ideas and bring them to life with increase adaptability as projects scale.

The eight p’s of Self-service MarTech

You may be familiar with the four p’s of marketing, and according to Brinker we have another set of “p-words” to remember. Brinker breaks the eight p’s of martech into two categories: technology and people.

Technology consists of:

  • Platform (the commons)
  • Partitions (modular design)
  • Permissioning (governance) and perception (monitoring).

People consists of:

  • Permission (empowerment)
  • Preparation (enablement)
  • Principles (guardrails)
  • Passion (self-explanatory).

Our different approaches to martech will continue to evolve as the technology does, and we’re excited to continue to explore these themes throughout the rest of the conference.



About The Author

attend-martech-for-free…-see-what-you-get!

check out my big preview — 75 presentations, 80 top industry experts and leading brand practitioners, 70 vendors, exclusive networking events, and more.

You and the 1,400 senior-level marketers coming to the show certainly have a lot in common… but we know that not everyone has the same objectives or means to attend. That’s why we designed the free Expo pass.

If you’re on a tight budget or have limited time — or maybe you just want to dip your toe in the MarTech pool before diving in (although I assure you, the water’s great!) — come and join us in Boston for free. Seriously!

Here’s what you get, at absolutely no cost, with the Expo pass:

  • The entire Expo Hall, with more than 70 innovative martech vendors
  • Full-length Solutions Track sessions led by market-defining vendors
  • Tutorials, case studies, and demos in the Discover MarTech Theater
  • Access to one (1) editorial session of your choice (sorry, keynotes and mealtime presentations not included)
  • Select networking, including Speed Networking, the Opening Reception, and the Expo Hall Reception
  • MarTech Connect, our new A.I.-powered networking tool, powered by Brella
  • Downloadable conference speaker presentations
  • Free WiFi and refreshments during breaks

Check out the complete Expo agenda, featuring 45 Solutions Track and Discover MarTech Theater sessions! Here’s a sneak peek:

Solutions Track

  • Metrics, Metrics, Metrics: The Ins & Outs Of Content Effectiveness, with Aprimo
  • How to Leverage Your Web Team to Drive Agile Marketing Transformation, with Pantheon
  • Personalization in the Age of Privacy, with Crownpeak
  • Pain before Tech: How Land O’Lakes Approaches their Martech Stack, with Allocadia
  • On the Frontlines of Digital: How to Get Customers to Love Your Brand, with Acquia

Discover MarTech Theater

  • What’s Next for Customer Data Platforms?, with Raab Associates, Inc.
  • How eBay Grew An Active Grassroots Advocacy Community Using Martech, with REQ
  • Clarifying The Murky Waters Of Attribution, with Ai Media Group
  • Integrating Data Scientists Into Your Marketing Team, with Civis Analytics
  • The Right Way to Buy Marketing Technology, with Real Story Group

Don’t let this opportunity to get a tremendous amount of martech information and insight at no cost. Register for your free MarTech Expo Pass now!

See you in Boston 🙂

Psst… Hungry for a richer conference experience? Upgrade to an All Access pass to unlock the entire program!


Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.



About The Author

MarTech® Conference, a vendor-agnostic marketing technology conference and trade show series produced by MarTech Today’s parent company, Third Door Media. The MarTech event grew out of Brinker’s blog, chiefmartec.com, which has chronicled the rise of marketing technology and its changing marketing strategy, management and culture since 2008. In addition to his work on MarTech, Scott serves as the VP platform ecosystem at HubSpot. Previously, he was the co-founder and CTO of ion interactive.




martech-kicks-off-in-2-weeks…-will-we-see-you-there?

sticky marketing challenges, from driving results from your martech stack to building a powerhouse marketing ops team

  • Discover time-saving tools from 70 vendors, covering everything from automation to analytics
  • Connect with the martech community at an array of networking events, from casual speed networking to A.I.-powered matchmaking with MarTech Connect
  • An All Access pass unlocks the entire conference experience — all sessions, keynotes, networking, exhibitors, and amenities (add a pre-conference workshop for maximum learning!). Tight on time? Focused on meeting vendors and growing your network? Attend MarTech for FREE with an Expo pass!

    Register now! Or keep reading for the details.

    Actionable Tactics From Successful Marketers

    The agenda features three core editorial tracks. Each tackles an essential aspect of modern marketing. Here’s a preview:

    Marketing & Leadership:

    • Thriving in the Age of Data Privacy Regulations, with Kristina Podnar – The Power of Digital Policy
    • Martech Leaders Hit the C-Suite: How to Convey Value of Tech While Rising Above Tactics, with Perry Hewitt – Colechurch Consulting
    • Building a Marketing Technology & Operations Team That Soars, with Dave Hsu – SAP Concur and Erica Seidel – The Connective Good
    • An SEO Framework for Marketing Operations & Technology Leadership, with Jessica Bowman – SEO In-house

    Data & Analytics:

    • Applying Data Science and Analytics in Marketing, with Patty Spiller – Livongo
    • Enabling Agility and Efficiency Through Marketing Data Re-Architecture, with Jonathan Roman – Ancestry
    • Making the Leap to Multi-Touch Marketing Attribution, with Adam Kirby – Mediacurrent
    • Practical Lead Scoring in Google Analytics and Data Studio, with Ruth Burr Reedy – UpBuild, LLC

    Technology & Operations:

    • A Strategic Approach to Creating a Healthy Martech Ecosystem, with Eric Olson – Quick Base
    • Marketing Enablement: Building Capabilities and Igniting Marketing’s Potential, with Mary Blanks and Fran Sapir – Red Hat
    • Securing Your Martech Stack: Partnering with IT and Enterprise Security, with Jorge Garcia – Akamai Technologies, Inc.
    • From Wild West to Business Best: Tales of a New Martech Team, with Emily Cnossen and Dave Hsu – SAP Concur

    See the complete agenda!

    The Right Marketing Technology For Your Organization

    You’ll meet 70 vendors offering solutions that will help you deliver exceptional customer experiences, boost ROI, and drive sales. Check out who’s exhibiting!

    Hear from participating vendors in the Solutions Track and Discover MarTech Theater — 45 presentations, case studies, and demos designed to educate and empower, including…

    Solutions:

    • Metrics, Metrics, Metrics: The Ins & Outs Of Content Effectiveness, with Aprimo
    • How to Leverage Your Web Team to Drive Agile Marketing Transformation, with Pantheon
    • Personalization in the Age of Privacy, with Crownpeak
    • Pain before Tech: How Land O’Lakes Approaches their Martech Stack, with Allocadia
    • On the Frontlines of Digital: How to Get Customers to Love Your Brand, with Acquia

    Discover MarTech Theater:

    • What’s Next for Customer Data Platforms?, with Raab Associates, Inc.
    • How eBay Grew An Active Grassroots Advocacy Community Using Martech, with REQ
    • Clarifying The Murky Waters Of Attribution, with Ai Media Group
    • Integrating Data Scientists Into Your Marketing Team, with Civis Analytics
    • The Right Way to Buy Marketing Technology, with Real Story Group

    Invaluable Networking

    MarTech is the perfect place to exchange ideas, experiences, and advice with fellow marketers, prospective clients or partners, even future talent — and grow your circle of professional contacts. Here’s what’s you’ll access in Boston:

    • A.I.-Powered Matchmaking With MarTech Connect. Use our new networking tool, MarTech Connect, to match up with like-minded attendees, exhibitors, and sponsors, and set up as many in-person meetings as you like. Skip the small talk and meet people you actually want to meet!
    • Speed Networking. Meet and mingle with like-minded professionals in bite-sized bursts. Speed networking is a great way to break the ice as you head into the conference.
    • Opening Reception (Sponsored by Workfront & OneTrust). Explore the Expo Hall and connect with our exhibitors and fellow attendees while enjoying cocktails and snacks.
    • Expo Hall Reception (Sponsored by Magnolia). After a day full of learning, unwind with drinks and appetizers in the Expo Hall. Meet even more exhibitors and forge lasting bonds with your martech community. Keynote speaker Charlene Li, author of The Disruption Mindset: Why Some Organizations Transform While Others Fail, will also host a book signing — first come, first served!

    Register NOW & enjoy up to $300 off on-site rates

    MarTech kicks off in two weeks, but you still have time to secure your seat. Register by September 16 and enjoy up to $300 off on-site rates! Choose your ideal pass and book now:

    • All Access: All conference sessions, keynotes, networking events, and amenities, including the Expo Hall, the official MarTech event app, our new MarTech Connect tool, hot meals, WiFi, and more. Book now and save $150 off on-site rates.
    • All Access Workshop Combo (best value!): Add an expert-led workshop to your All Access pass for an immersive, intimate learning experience. Book now and save $300 off on-site rates.
    • Expo : Unlimited access to the Expo Hall, full-length Solution Track sessions and Discover MarTech Theater presentations, downloadable speaker PowerPoints, refreshments, free WiFi, the official MarTech mobile app, our new MarTech Connect tool, a Session Sampler pass, and more. Book now and it’s… free!

    Register now and I’ll see you in Boston 🙂


    Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.



    About The Author

    MarTech® Conference, a vendor-agnostic marketing technology conference and trade show series produced by MarTech Today’s parent company, Third Door Media. The MarTech event grew out of Brinker’s blog, chiefmartec.com, which has chronicled the rise of marketing technology and its changing marketing strategy, management and culture since 2008. In addition to his work on MarTech, Scott serves as the VP platform ecosystem at HubSpot. Previously, he was the co-founder and CTO of ion interactive.




    buying-martech-is-easy,-managing-the-process-to-use-it-effectively-is-the-hard-part

    It’s easier to buy than to manage when it comes to marketing technology. While finding a solution to a problem isn’t always a cinch, there’s far more to incorporating it than simply procuring it. This is what my counterparts and I will discuss at the MarTech East conference in Boston during our session: “Avoiding Random Acts of MarTech: Creating a Process for Acquiring New Marketing Technology.” Over the last couple of years, my team and I at Western Governors University have aspired to make sure that we address a variety of important topics to help ensure that we will enjoy a greater return than what we’ve invested in various tools.  

    When we consider tools to buy, we want clear research and documentation so we can focus our attention on how our team implements and actually uses them to advance our goals. We found a plan – from purchase to implementation – that includes these considerations ensures we get the most for our money: 

    • Organizational Readiness – In many cases, development work is required. Do priorities and roadmap align with contract dates? It’s a waste to pay for something that one can’t use yet.
    • Dedicated Owner – It is important for any tool or service to have an internal person who is assigned to champion it. They need to monitor its performance, advocate for its needs, evangelize how it can help others in the department and continuously determine its value to the department.
    • Integration Needs – The vast majority of martech tools don’t operate independently. They typically either require interaction with or feed other systems. It may serve as an anchor or as a tool that boosts an anchor’s performance. Before purchasing any tool, it is important to consider how it will fit in with the existing stack. Are off-the-shelf integrations available? How robust are these connections? Will your organization need to develop its own? 
    • Quality of Input – If you have a tool that algorithmically automates paid search bidding, is your website analytics and attribution data that the AI relies upon up to snuff? As they say: “Garbage in, garbage out.”
    • Staff Expertise – Do you have people on staff who have the expertise to actually use a tool? If not, are you willing to train them? Or should you hire someone with those skills already in place?  Here’s something to consider: If you have someone learn a product on the job without formal consultation from experts, then you will risk configurations that will cause problems down the line with upgrade, integration and vendor work.
    • Contract/Feature Analysis – A tool may provide many wonderful features, but are you going to use all of them? If you’re not, then consider negotiating to pay only for what you’ll use.
    • Competing Tool Analysis – You may identify a tool that meets your needs, but consider looking at a few of its competitors. Perhaps one of them will do a better job or fit in your stack better.
    • IT and Procurement – A critical part of martech stack building and maintenance processes involve IT and procurement – regardless of whether they’re friends, frenemies or (hopefully not) foes. In many cases, IT is inevitably deeply involved (shadow IT is sometimes tolerated or embraced) in implementing and maintaining systems, particularly regarding integration and interaction with systems outside of marketing’s control. That’s why it’s crucial to loop in IT prior to executing a contract as a way to avoid potential resistance. It is also a great resource for technical efficiency and data security evaluation. In addition, procurement is another crucial stakeholder. Buyers can serve as the “villains” when it comes to budget and policies so you don’t have to. On top of that, they’ll read contracts, engage legal and take care of the stuff that’s not a marketer’s job nor expertise.  
    • Value – You get what you pay for. One tool may cost less than a competing solution, but do they have similar service level agreements (SLA), customer support or commitments to continual improvement? A cheaper solution may prove best for a proof-of-concept phase but may not work out well in the long run. Another thing to consider is that you’ll need your vendors to enjoy financial health in order to thrive, which will most likely benefit you. Aggressively pursuing a cutthroat rate may feel great but can handicap the vendor. Buyers in procurement should focus on value – not price – and should help make such determinations.

    Many of these considerations are simple and should fall under the common-sense category, but we all know that the ideal is rarely the reality. We are capable and competent professionals who aspire to do well, but there are pressures and shifting priorities that wreak havoc on our best intentions. Taking time to avoid random acts of martech can save an organization and individual time, headaches and money.


    Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.



    About The Author

    martech-is-marketing:-evaluate-100+-solutions-in-one-place

    70 market-defining vendors. From analytics to content marketing to marketing automation, you’re sure to find the ideal tool for your organization’s needs and budget. (Ahem… and the swag’s pretty great, too.)

  • The Discover MarTech Theater. Interested in learning about marketing and marketing technology? Check out presentations from Real Story Group, The New York Times, MarTech Today, and more. The Discover MarTech Theater will also host in-depth demos, customer case studies, and insightful reports from market leaders including Pitney Bowes, VanillaSoft, REQ, Civis Analytics, OpenText, Synthesio, Lexia Learning, and Akamai Technologies. See the complete agenda! You’ll can also learn from our exhibitors, including MailChimp, Acoustic, Lytics, Blueconic, during lunchtime presentations and full-length Solutions Track sessions.complete lineup of networking events.
  • MarTech Connect. Looking to meet others who share a passion for marketing and marketing technology? Check out MarTech Connect, our new A.I.-powered networking app. Fill out your interests, see who you’re matched with, and set up as many in-person meetings as you like. You’ll skip the small talk and meet the people you actually want to meet.
  • Recharge & Refuel. Learning burns calories (I think), so fueling up in between sessions is essential. Thankfully, the Expo Hall is stocked during breaks with tasty snacks and delicious beverages. Visit the Recharge Lounge, sponsored by USAData, to power up your devices (because laptops and phones get hungry, too).
  • Book signing with Charlene Li. Senior Fellow at Altimeter, Charlene Li, is delivering the afternoon keynote on Tuesday, September 17. Receive a free copy of her new book, The Disruption Mindset: Why Some Organizations Transform While Others Fail (the subject of her keynote), and get it signed by the author herself during the Expo Hall Reception. First come, first served.
  • Pick your ideal pass and register now:

    • All Access: All conference sessions, keynotes, networking events, and amenities, including the Expo Hall, the official MarTech event app, our new MarTech Connect app, hot meals, WiFi, and more. Book now and save $150 off on-site rates!
    • All Access Workshop Combo (best value!): Add an expert-led workshop to your All Access pass for an immersive, intimate learning experience. Book now and save $300 off on-site rates!
    • Expo : Unlimited access to the Expo Hall, full-length Solution Track sessions and Discover MarTech Theater presentations, downloadable speaker PowerPoints, refreshments, free WiFi, the official MarTech mobile app, our new MarTech Connect app, a Session Sampler pass, and more. Book now and it’s… free!

    Don’t miss your chance to meet like-minded marketers, dozens of vendors, and trail-blazing experts in the MarTech Expo Hall!

    Register now and I’ll see you in Boston 🙂


    Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.



    About The Author

    MarTech® Conference, a vendor-agnostic marketing technology conference and trade show series produced by MarTech Today’s parent company, Third Door Media. The MarTech event grew out of Brinker’s blog, chiefmartec.com, which has chronicled the rise of marketing technology and its changing marketing strategy, management and culture since 2008. In addition to his work on MarTech, Scott serves as the VP platform ecosystem at HubSpot. Previously, he was the co-founder and CTO of ion interactive.




    the-martech-minute:-deloitte-introduces-“blockchain-in-a-box,”-accenture-acquires-analytics8

    MarTech Minute briefs always appear first in our daily Martech Today newsletter throughout the week. Click here to subscribe. The following is our compilation of the past week’s briefs from those newsletters.

    CleverTap study indicates email is key for app user retention. The study, Industry Benchmarks for Ecommerce Apps, tracked 15 million users across 18 million devices, collecting 3.1 billion data points. The research showed that only 16% of users register within one week of installing an app; during the same one week period is when 70% of new user churn occurs. For brands using apps to engage with their customers, email is a critical component to retaining users.

    Deloitte debuts “blockchain in a box.” The professional services firm has launched a plug-and-play product designed to help enterprise organizations showcase their blockchain solutions and capabilities to their clients. The product is designed as a mobile unit with nodes and monitors that can be linked to external services like cloud-based systems. “Deloitte custom built this solution based on client interest in understanding blockchain capabilities in live interactions,” said Deloitte Consulting principal Linda Pawczuk. “What’s often misunderstood about blockchain is that it is an entirety of a technology solution – when in reality, it’s a technology component that enables larger business applications and approaches.”

    CDP Simon Data raises $30 million in latest round. The Series C round, led by Polaris Partners, will enable Simon Data to continue developing its customer data platform. “It’s about taking data, then building complex triggers that target the right customer at the right time,” said co-founder and CEO Jason Davis in an interview with TechCrunch. “This can be in the context of any sort of customer transaction, or any sort of interaction with the business.” 

    Reputation.com pulls in $30 million in equity financing. The company, which serves enterprise customers in industries including automotive and healthcare, plans to use the investment to continue to expand its platform and ramp up for global expansion. It provides services including SEO and online profile management tools. 

    REQ acquires performance marketing agency. The digital marketing and brand reputation firm announced that it has acquired and merged with performance marketing agency Internet Marketing Inc. REQ plans to integrate its proprietary technologies with IMI’s omnichannel advertising capabilities. 

    Automattic acquires Zero BS CRM. On the heels of its Tumblr acquisition last week, Automattic has announced the acquisition of Zero BS CRM, a free plugin that provides integrations with third-party services. While the company has no plans to compete with organizations like Salesforce or HubSpot, it has become more focused on helping businesses attract leads.

    LivePerson launches new AI capabilities for personalized brand communications. Conversational machine learning technology provider LivePerson launched a new conversational marketing solution, Maven AI. The tool orchestrates conversations between brands and customers via SMS, Facebook Messenger, WhatsApp and other popular platforms and voice assistants. The solution is expected to help marketers improve customer satisfaction by improving customer service processes.

    Security firms team up against phishing. Two email security firms, Vailmail and Mimecast, are partnering to provide a layered approach to fight corporate and personal phishing attempts. Vailmail identifies and verifies senders to ensure only trusted senders reach the inbox, while Mimecast analyzes and identifies impersonation attacks targeting employees. According to research from Mimecast, 18% – 60% of email impersonation attacks were not detected by security providers over the past five years.

    Accenture to acquire Analytics8. The Analytics8 team will join Accenture Applied Intelligence. The analytics firm has primarily focused on building AI-powered data, automation and analytics for its customers. “In this data-driven age, organizations are increasingly seeking to harness the power of their information for competitive advantage and to identify opportunities for revenue growth and cost reduction,” said Amit Bansal, managing director at Accenture’s analytics and AI business unit in Australia and New Zealand. 

    TrustArc expands privacy platform, adding data inventory mapping. Privacy compliance and data protection firm TrustArc launched its Data Inventory Hub, a service it says will help firms centralize data inventory and data-flow maps. The Hub should help TrustArc customers reduce compliance risks while allowing users insights into how and where customer and employee data is used.

    ReadyCloud CRM shifts to ReadyCloud Suite in rebrand. The e-commerce CRM provider has rebranded itself to ReadyCloud Suite. As an integrated point-of-sale system. ReadyCloud Suite contends it will help retailers fulfill orders faster with triggered follow-up emails or SMS touchpoints. The suite supports integrations with stores and marketplaces including Amazon, eBay, Magento, Shopify, Square and Big Commerce.

    Marketers on the Move

    SEO firm Moz has welcomed its new vice president of product, Rob Ousbey, to its team this week. Ousbey was formerly the VP Seattle at online marketing agency, Distilled. He brings over a decade of experience in search to his new role. In addition to Ousbey’s appointment, Moz has also promoted Willow Mack to VP of customer enablement and Michael Cole to VP of engineering. “We’re bringing in the best-of-the-best talent in the industry to build out our executive team,” said Moz CEO Sarah Bird. “Also, with Willow’s promotion, we’re close to 50% women representation on our executive team, which aligns with our mission to foster an environment where our executive team can learn more about each other and appreciate the experiences that shape us. Nurturing authenticity and inclusivity has helped us become closer to our customers and more creative in the ways we work together to help solve their problems.”

    Kishor Gummaraju has joined analytics consulting firm Tiger Analytics as chief customer officer. Prior to Tiger Analytics, Kishor held leadership positions at Infosys and has led large scale business transformation programs. “Every industry today is at the cusp of massive digital disruption and data is the fuel that’s enabling this disruption. The advent of 5G, growth of IoT technologies, and the plethora of transactional data available provide businesses with an amazing opportunity to rethink their business models and processes,” said Kishor. 

    Scaled Agile, Inc. announced the appointment of Chris James to chief executive officer. James joined the company in 2015 as president and chief operating officer, and previously held executive positions at Oracle University, Sun Microsystems and most recently as the vice president of customer success at Rally Software. “Chris shares my deep passion and commitment to our mission,” said Dean Leffingwell, Scaled Agile’s chief methodologist and chairman of the board. “With Chris at the helm, Scaled Agile is poised for even greater success focused on enabling business agility for the world’s largest businesses and government agencies, better allowing me to focus on building the next generation of SAFe.”



    About The Author

    martech-beta-rates-expire-saturday
    MarTech, September 16-18 in Boston. Join me and 1,400 fellow senior-level marketers for an unforgettable professional experience, including:

    • 75 sessions covering marketing & leadership, data & analytics, technology & operations, and more
    • 80 expert presenters from successful brands and market-defining solution providers
    • 100 marketing technology solutions from market-defining exhibitors
    • Intimate networking events and our new A.I.-powered networking tool, MarTech Connect
    • Thoughtful amenities to keep you productive on the go: hot breakfasts and lunches, delicious refreshments, and free WiFi throughout the venue

    Register NOW & enjoy up to $600 in savings

    Beta rates expire THIS Saturday, August 17 at 11:59PM… Pick your ideal pass and register now! Once these savings are gone, they’re gone – so don’t delay!

    • All Access: Complete access to all conference sessions, keynotes, networking events, exhibitors, sponsor presentations, amenities, and more. Book today and save $300 off on-site rates!
    • All Access Workshop Combo (best value!): Dive deeper and learn more with a half-day, pre-conference workshop. Book now and save $600 off on-site rates! (Workshop-only passes are also available.)
    • Expo : Searching for marketing technology solutions? Focused on growing your network? Pick up a FREE Expo pass to enjoy unlimited Expo Hall access, full-length Solution Track sessions, sponsor presentations in the Discover MarTech Theater, select networking, downloadable speaker presentations, refreshments, free WiFi, and a Session Sampler pass that gets you into one editorial session from the main event (sorry, keynotes not included!). Book now and it’s… free!

    Don’t miss these savings! Book now and I’ll see you in Boston 🙂

    Psst… There’s still time to register for my live webinar, Martech is Marketing: A Live Q&A, happening this Thursday, August 15 at 1:00PM EST. I’d love for you to join!


    Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.



    About The Author

    MarTech® Conference, a vendor-agnostic marketing technology conference and trade show series produced by MarTech Today’s parent company, Third Door Media. The MarTech event grew out of Brinker’s blog, chiefmartec.com, which has chronicled the rise of marketing technology and its changing marketing strategy, management and culture since 2008. In addition to his work on MarTech, Scott serves as the VP platform ecosystem at HubSpot. Previously, he was the co-founder and CTO of ion interactive.




    your-big-martech-preview:-75-expert-led-sessions-&-more

    keynotes from superstars such as Charlene Li and Mitch Joel

  • 24 breakout educational sessions across three editorial tracks
  • 21 sponsored sessions from leading marketing technology providers on the Solutions Track
  • 24 editorial and sponsored presentations in the Discover MarTech Theater
  • 8 half-day workshops taught by premier experts in their fields
  • 4 exclusive networking events with 1,400 like-minded marketers, including cocktail receptions, speed networking, and topic-driven lunch tables (plus, our new A.I.-powered networking tool, MarTech Connect!)
  • 60 exhibitors sharing state-of-the-art martech products and services
  • We reorganized the conference around the theme of martech is marketing, drawing upon over 300 proposed sessions from experienced practitioners and industry experts, to assemble a top-notch educational program that connects the dots between world-changing marketing technology and world-class marketing leadership.

    Our three editorial tracks of breakout sessions available to all-access attendees cover:

    1. Technology & Operations — your “car” that gets you where you’re going
    2. Data & Analytics — the “fuel” that powers your driving machine
    3. Marketing & Leadership — your “destination” and the “route” to get there

    As a shorthand, I think of these tracks as stacks, facts, and acts. In between sessions, we’ll also have awesome snacks. And in the evenings, bars where you can relax. (Yes, we have both rhyme and reason for how we’ve structured the agenda.)

    I’ll tell you more about these sessions, but first — take note: BETA RATES EXPIRE AUGUST 17. If you like the sound of the program, please purchase an All Access pass before prices go up on August 18.

    6 Keynotes To Frame The Big Martech Picture

    I’ll open Tuesday morning, September 16, with a keynote presentation on Platforming Marketing. Platform business models are one of the hottest topics in digital transformation. What if you reimagined your internal marketing operations as an organizational platform?

    By “platforming marketing” this way, you can orchestrate a powerful, decentralized internal market that moves at incredible speed, leverages the diverse skills and imagination of contributors across the company, and adapts to changes and opportunities faster than top-down, centralized decision-making ever could. It takes the concept of a center of excellence and opens it up into a massively-parallel engine of marketing innovation.

    Matt LeMay, author of Agile for Everybody, will follow with a talk on how Agile Is Marketing.

    For marketing to have a seat at the table for cross-functional, customer-centric transformations, the question we must ask is not, “How do we make Agile a part of marketing?”, but rather, “How do we make marketing a part of Agile?”

    In his presentation, Matt will explain why “Agile marketing” is most effective when it starts with an organization-wide vision of Agile principles and values, and how simple and lightweight changes to the way we work can put those principles into practice.

    That afternoon, Charlene Li, senior fellow at Altimeter, will give a keynote around her latest book, The Disruption Mindset: Why Some Organizations Transform While Others Fail. She will:

    • Define what disruption is — and isn’t — and how it can drive growth.
    • Identify and prioritize the right disruptive growth moves and align around them.
    • Understand how leaders must show up differently when pursuing a disruption strategy.
    • Instill disruption into a status-quo culture.

    Bonus! We’re giving away free copies of Charlene’s new book on a first come, first served basis – and she’ll host a book signing at the show. Don’t miss out!

    The next morning will kick off strong with two back-to-back keynotes.

    First, Mike Volpe, CEO of Lola.com, will present From CMO to CEO: The Journey and Lessons Learned. After stints as CMO at HubSpot and Cybereason, Mike landed the top job at Lola.com. In the last year, he’s been experiencing the journey from marketing leader to CEO.

    In this entertaining keynote, Mike will discuss the transition from CMO to CEO and how the CMO role is a new and fertile breeding ground for CEOs. You’ll get a first hand account of the strengths and weaknesses that a marketer brings to the CEO role, insight on how a CMO should prepare to be CEO, and how being CEO changes the way you think about marketing.

    Cesar Brea, Partner at Bain & Company, will follow with a keynote on how Orchestration Beats Sophistication in Marketing & Martech. He’ll share the “secret sauce” that he has seen in high-performing market leaders: they consistently focus more on the orchestration and organization of their marketing efforts than on their technical sophistication.

    Cesar will present excerpts from Bain’s research, examples of leading firms that are demonstrating effective orchestration, and the latest frameworks that you can use to keep your martech efforts on the right path.

    To wrap-up the conference, the inimitable Mitch Joel, founder of Six Pixels Group, will give a closing keynote on Disrupting Disruption. A great book-end with Charlene’s presentation from the day before, Mitch will explain how several new (and dramatic) realities are forcing businesses to rethink many of their commonly held beliefs about what works today, and what the future may look like.

    Perhaps not surprisingly, this is less about the evolution of technology and much more about how consumers are more efficient in this very different landscape.

    8 Sessions On Technology & Operations

    A Strategic Approach to Creating a Healthy Martech Ecosystem, by Eric Olson, CMO of Quick Base, will describe three pillars for a healthy martech ecosystem — strategy, governance, and enablement. You’ll learn a practical and effective way to extend your core applications to automate any process to fit your business, not the other way around.

    Marketing Enablement: Building Capabilities and Igniting Marketing’s Potential, by Mary Banks and Fran Sapir, respectively the senior manager of the marketing enablement team and the marketing enablement program success manager at Red Hat, will share with you first-hand insights into RedHat’s development of a comprehensive marketing enablement function — and ideas for how you can build that capability in your organization.

    Securing Your Martech Stack: Partnering with IT and Enterprise Security, by Jorge Garcia, senior manager of marketing technology at Akamai Technologies, Inc., will discuss Akamai’s journey to get martech security right, to protect their company data, assets, and brand. You will learn how to build a strategic partnership between IT, security, and marketing technology teams.

    From Wild West to Business Best: Tales of a New Martech Team, by Emily Cnossen and Shannon Renz, respectively a martech specialist and the director of marketing technology at SAP Concur, will tell the tale of their journey to organize the strategy, governance, and process behind their company’s marketing technology stack. You’ll learn how a small (but mighty) martech team can make a big impact.

    Putting the Customer in Custom Objects, by Justin Sharaf, director of marketing technology and operations at LogMeIn, will give you an inside look into how LogMeIn uses custom objects to identify customers and important information about their purchases, how they use LogMeIn products, and how they engage in campaigns. Learn how they built this coming from 10 different internal customer databases, 5 commerce systems, 15 products/brands, and millions of customers.

    Your Personalization is Dead Without the Right Stack Taxonomy, by Dan McGaw, CEO of Effin Amazing, will explain the first crucial step of implementing an effective personalization program: a well structured marketing technology stack “taxonomy.” You’ll learn the do’s and dont’s of creating a taxonomy — and how you can leverage it in personalization to drive engagement and revenue.

    Avoiding Random Acts of Martech: Creating a Process for Acquiring New Marketing Technology, by Anita Brearton, CEO of CabinetM, along with Stacy Falkman, senior customer success manager at 6Sense, John Jagelsky, director of marketing operations and demand center at Sovos, and Steve Petersen, marketing technology manager at Western Governors University, will discuss different approaches for acquiring new marketing technology. Stakeholders, procurement, contracts, centralized or distributed purchasing processes… these are just some of the fun topics on the table.

    Migration Machine: How to Integrate Martech in a Fast-Moving M&A Environment, by Patrick Slavin, director of web strategy and marketing technology at PTC, will tackle the work of reconciling and integrating disparate martech systems when corporate acquisitions happen. Learn how PTC evaluated their systems, processes, and supporting resources for martech across multiple acquisitions — big and small — to unify their martech infrastructure.

    8 Sessions On Data & Analytics

    Applying Data Science and Analytics in Marketing, by Patty Spiller, senior director of growth marketing at Livongo, will discuss the integration of a data science team in the marketing department. You’ll learn about building a scalable foundation for data science in marketing and how it can enable better experimentation and better customer experiences.

    Enabling Agility and Efficiency Through Marketing Data Re-Architecture, by Jonathan Roman, global lead of data and technology at Ancestry, will explain how Ancestry is reinventing their marketing data architecture and technology stack to drive results. They’ll share the strategy behind their stack and explain how they overcame challenges with fragmented data silos and legacy martech systems.

    Making the Leap to Multi-Touch Marketing Attribution, by Adam Kirby, director of marketing at Mediacurrent, will describe how a billion dollar brand transitioned its reporting structure from almost no KPIs to a full multi-touch attribution model supported by sales, marketing, and technology. You’ll take away an understanding of different attribution models, best practices for preparing your data, and solutions to common data and leadership challenges.

    How Credible Are Those Numbers, Really?, by Amos Budde, VP of applied data science at Civis Analytics, will teach you how to identify what’s credible and what’s not in the metrics and statistics you face every day. You’ll learn social science basics that all marketers must understand, questions you can ask to establish the validity of research and data, and the most commonly accepted stats and metrics that marketers should evaluate critically.

    5 Practical, Real-World Applications of AI in Marketing, by Christopher Penn, chief data scientist at Trust Insights, will demonstrate real-world applications of AI and machine learning that you can bring back to your organization. You’ll learn about practical marketing uses of text mining, graph analytics, clustering, key driver analysis, and predictive analytics.

    Practical Lead Scoring in Google Analytics and Data Studio, by Ruth Burr Reedy, director of strategy at UpBuild, will show you how to close the loop between lead volume and lead quality by programmatically getting lead-quality data into your regular analytics and reporting flow.

    Using Scenario Analysis to Improve Your Customer Experience, by Laura Patterson, president of VisionEdge Marketing, will explain how to employ scenario analysis to deliver better customer experiences. Laura will show you how to use scenario analysis techniques to sharpen your CX strategy, challenge your CX assumptions, and detect the early warning signals when customer experience diverges from your expectations (or the customer’s).

    Don’t Be Evil: A Framework for Lean Surveillance Marketing, by Duane Schulz, principal , Schulz Advisors will address the challenges of privacy and responsible data management — and the opportunity to embrace privacy and transparency as core principles of a user-first digital experience. Come learn how a Framework for Lean Surveillance Marketing could change the game.

    8 Sessions On Marketing & Leadership

    Thriving in the Age of Data Privacy Regulations, by Kristina Podnar, digital policy consultant and author of The Power of Digital Policy, will cover GDPR, the California Consumer Privacy Act (CCPA), Brazil’s General Data Protection Law (LGDP), and, most recently, Maine’s online privacy act. (Have you heard of that one?) You’ll learn how to embed data privacy into your marketing practices and how to structure your team with the required roles and responsibilities you’ll need for success.

    Martech Leaders Hit the C-Suite: How to Convey Value of Tech While Rising Above Tactics, by Perry Hewitt of Colechurch Consulting — and an experienced senior executive and board member at many organizations — will teach you how to communicate effectively with senior leaders in the C-suite. You’ll take away useful, practical tips from marketing leaders who have successfully made the transition to top-level corporate leadership roles.

    Building a Marketing Technology & Operations Team That Soars, by David Hsu, global VP of marketing data and technology at SAP Concur, and Erica Seidel, CEO of The Connective Good, will discuss recruiting and training a martech team. Dave will explain how he built marketing and martech teams at three major global companies and Erica will describe what she’s learned over 8-years helping companies recruit martech leaders. Avoid the mistakes that many martech practitioners make when they transition to leadership roles by learning from their experience!

    An SEO Framework for Marketing Operations & Technology Leadership, by Jessica Bowman, author of The Executive SEO Playbook, will provide a framework for SEO success that’s especially relevant to marketing operations and technology teams. Learn Jessica’s 10 pillars of SEO and examples of organizational structures that support — or thwart — SEO, especially at the enterprise level.

    How to Organize and Coach Outstanding Marketing Operations Teams, by Kimi Corrigan, head of marketing operations at Duo Security at Cisco, will describe ways to organize, build, and coach successful marketing operations teams in organizations large and small. Kimi will discuss key roles on marketing operations teams and how to align and develop each of them.

    Creating and Enabling a Unified Marketing Ecosystem, by Patrick McQuaid, VP marketing technology, analytics, and insights at TD Bank, and Shaunna Conway, partner for marketing transformation and technology at Deloitte, will share a detailed case study of how TD Bank and Deloitte have collaborated to strengthen TD’s entire marketing ecosystem across multiple channels and lines of business. Learn how to map the customer journey across a complex organization, deal with legacy systems, establish good governance, change management practices, prioritize the right resources, and more.

    5 Ways to Improve Your Drip and Nurture Campaigns to Increase the Flow, by Correy Honza and Todd McMurtrey, respectively senior director of consumer marketing and senior manager of marketing technology at Healthgrades, will present effective strategies for optimizing drip and nurture campaigns. Learn about a framework for A/B testing, approaches to behavioral segmentation, and multi-channel marketing automation.

    Outside-In, CX-Led Architectures to Drive Digital Transformations, by Henry Hernandez-Reveron, technology director at AKQA, will explain how a CX-led architecture can transform customer experiences and lead to greater marketing success. Key concepts will include: reframing your stack around CX, leveraging the right data in the design of CX, and how to build systems that will serve the customer beyond just marketing’s touchpoints.

    Solutions Track & Discover MarTech Theater

    But wait, there’s more. You can catch more editorial sessions in the Discover MarTech Theater in the Expo Hall — speakers include the editors of Marketing Land and MarTech Today, industry experts including Tony Byrne and David Raab, and practitioners from companies such as Akamai, Civis Analytics, The New York Times, Rosetta Stone, and more. Sessions include:

    • Marketing to the Managed Inbox: Deliverability Meets Optimization
    • The Future of Paid Search
    • Clarifying The Murky Waters Of Attribution – A Shark’s Perspective
    • Integrating Data Scientists Into Your Marketing Team
    • The Database Diet: Breaking Up With Bad Contacts
    • What’s Next for Customer Data Platforms?
    • How The New York Times Runs Agile Marketing Technology Teams
    • The Periodic Table Of SEM Factors: 2019 Edition
    • Your Data Is A Wonderland
    • Visualize Your Martech Stack

    Our sponsors will also present terrific educational content in the Discover MarTech Theater, on the Solutions Track, and during in-depth breakfast and lunch presentations (mealtime presentations are only open to All Access conference attendees). Sessions include:

    • Critical Channels of Choice: Meeting Clients at THEIR Moment of Need, Pitney Bowes
    • What Buyers Want (And Will Never Tell You), VanillaSoft
    • Metrics, Metrics, Metrics: The Ins & Outs Of Content Effectiveness, Aprimo
    • How eBay Grew An Active Grassroots Advocacy Community Using Martech, REQ
    • How to Leverage Your Web Team to Drive Agile Marketing Transformation, Pantheon
    • Evolving from Personalization to Individualized Marketing: Success Stories with a CDP, BlueConic
    • Personalization in the Age of Privacy, Crownpeak
    • Pain before Tech: How Land O’Lakes Approaches their Martech Stack, Allocadia
    • The Next Generation of Social Media Monitoring: Introducing Automated Trend Detection & Insights, Synthesio
    • On the Frontlines of Digital: How to Get Customers to Love Your Brand, Acquia
    • A Picture is Worth a Thousand Clicks: Optimizing Your Product Images to Boost Conversions, AB Tasty
    • The Truth About Personalization: Using a CDP to Personalize Marketing on the Channels that Really Matter, Arm Treasure Data
    • How DestinationXL Is Using Data & AI to Transform Its Retail Business, Element
    • Forget Luck — Why Sustained Growth Requires the Right Team, Right Strategy and Right Technology, Blueshift
    • “Do Not Sell”: Comparing and Tackling CCPA and Nevada Requirements, OneTrust
    • Promise vs. Reality in Marketing Technology, Infor
    • How Real-Time Decisioning Delivers Great Customer Journeys, Kitewheel
    • Proving Social Marketing ROI, Hootsuite
    • How to Unlock the ABM Black Box (Personalization is the Key), Elevated Third
    • Machine-Learn, Not Machine-Burn: How to De-risk Your Path to Better Marketing, Zeta
    • Are You Pushing Products, or Connecting Conversations? The Five Principles of an Always-On Customer Experience, Pega

    Other topics to be announced shortly from Workfront, Magnolia, Acoustic, Open Text, VWO, Zylotech, Tealium, Lytics, Mailchimp, Teamwork, Cordial, and more.

    8 In-Depth MarTech Workshops

    Want even more in-depth martech learning on-site? Sign up for one of these optional half-day MarTech workshops for the afternoon of September 16:

    Your Lifeboat For The Coming Data Privacy Storm

    Instructor: Kristina Podnar, Author of The Power of Digital Policy

    Nearly everyone at MarTech is, or ought to be, thinking about GDPR, CCPA, LGDP and the slew of privacy regulations engulfing marketing efforts. What everyone should not be doing is worrying or slowing down day-to-day operations to play the privacy compliance whack-a-mole. Join this session where Kristina will provide you with a framework for immunizing your organizations against the growing data regulation trends so that you can get back to the business of marketing. Learn more here

    Optimizing SEO Operations for Marketing Leaders

    Instructor: Jessica Bowman, Author of The Executive SEO Playbook

    SEO won’t deliver the results you expect, no matter how skilled your team is, if SEO operations aren’t properly integrated into your organization. Traffic from SEO may grow, but probably not at the pace it could be growing. SEO expert Jessica Bowman will reveal an SEO framework for marketing operations leadership, what your responsibilities are as a marketing leader, and much more in this immersive workshop. Learn more here

    The Right Way to Buy Marketing Technology

    Instructor: Tony Byrne, Founder of Real Story Group

    Nearly everyone attending MarTech is planning to implement a new technology solution in the next year. But what are the best practices for evaluating technologies, choosing vendors, and getting your colleagues on board with the process? Tony Byrne will answer those questions and more in this in-depth workshop. Learn more here.

    Agile Marketing Advantage

    Instructor: Andrea Fryrear, President of AgileSherpas

    The pace of marketing is accelerating. And marketing teams need to keep pace. This workshop will show you how to do just that! Marketing pioneer Andrea Fryrear will show you how adopting “agile” and “lean” methods will lead to better marketing results. Learn more here

    Creating Connected Experiences

    Instructor: Jeff Cram, Chief Strategy Officer of Connective DX

    Want to get the full payoff from your marketing technology investments? Align them with your customer experience strategy and digital execution. Attend this workshop for practical frameworks and models to identify and fix cracks in your digital customer experience. Learn more here

    Using CDP to Make the Most of Your Customer Data

    Instructor: David Raab, Principal at Raab & Associates

    Most marketers, if you really push them, admit that their data is a mess. If you’re one of them, join David Raab for a comprehensive dive into customer data platforms: what are they, why you need one, choosing the right solution, and preparing the business case for adoption. Learn more here.

    Building a Badass Marketing Team with Talent Optimization

    Instructors: Erica Seidel, CEO of The Connective Good & Drew Fortin, SVP of Sales & Marketing at The Predictive Index

    Great marketing results start with a great marketing team. How do you know that the team you have in place is capable of achieving optimal results? Attend this workshop to learn a Talent Design & Optimization framework so you can strategically design your team, align team members to your culture and goals, hire purposefully, and manage the team smartly as your business grows. Learn more here.

    A Marketer’s Guide To Attribution Analysis

    Instructor: Christopher Penn, Chief Data Scientist at Trust Insights

    What if you could accomplish attribution analysis with tools you already have? What if you could know the value of your marketing based on data you’ve already collected? It’s possible. Christopher Penn will explore why attribution analysis is important, why it’s broken, what kinds of attribution models exist, and how you can get started with 5 different kinds of models. Learn more here.

    Beta Rates Expire August 17

    If you’ve made it this far in this post — congratulations, by the way — then it should be clear: MarTech is going to be an epic event for learning about real-world success with marketing technology and marketing operations. You should be there.

    Our “beta” rates for tickets expire on August 17. Buy your ticket now to get it at a discounted price and reserve a seat for any optional workshop that you wish to attend (their capacity is limited and most of them get sold out).

    In spite of the length of this write-up, I’ve barely done justice to all of the great content and activities that will be at MarTech. Speed networking. MarTech Connect (new!) for one-on-one meetings. All the incredible opportunities to meet your peers and connect with new friends and colleagues who will become an invaluable resource in your career.

    Come join us as we continue the journey of this new industry and discipline together: martech is marketing — and it’s a very bright future for marketing indeed.

    Register now and I’ll see you there!

    This post originally appeared on chiefmartec.com and was re-posted here with permission from the author. 


    Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.



    About The Author

    MarTech® Conference, a vendor-agnostic marketing technology conference and trade show series produced by MarTech Today’s parent company, Third Door Media. The MarTech event grew out of Brinker’s blog, chiefmartec.com, which has chronicled the rise of marketing technology and its changing marketing strategy, management and culture since 2008. In addition to his work on MarTech, Scott serves as the VP platform ecosystem at HubSpot. Previously, he was the co-founder and CTO of ion interactive.