where-do-you-sit-on-the-“martech-is-marketing”-spectrum?

McDonald’s.)

I’m curious: Where does your organization fit into this spectrum? Click here to find out.

If you agree that “martech is marketing,” join me and 2,000 senior-level marketers at The MarTech Conference, this September 16-18 in Boston. You’ll access 55 expert-led sessions loaded with creative, real-world, vendor-agnostic solutions and actionable tactics for overcoming sticky marketing challenges.

Ready to register? Pick your ideal pass and book now!

See you in Boston 🙂

Psst… I’m hosting a live Q&A webinar on all-things martech this Thursday, August 15 at 1:00PM. If you have questions, curiosities, or feedback, now’s the time to share! Secure your seat today.


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-is-marketing:-a-live-q&a-with-scott-brinker
Live Webinar with Scott Brinker!Martech is Marketing: A Live Q&A with Scott Brinker.”


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



About The Author

is-your-martech-leadership-failing-on-seo?-probably

Sorry, but odds are you’re failing at SEO and probably don’t even realize it.

That was the cold splash of water in the face that I got talking with Jessica Bowman, owner of enterprise SEO consultancy SEO Inhouse, author of The Executive SEO Playbook, and an editor-at-large for Search Engine Land. Jessica is pretty much the world’s leading expert when it comes to running successful SEO at large enterprise companies.

Frankly, SEO is not a subject that has received a lot of attention the martech and marketing operations community — certainly not the attention it deserves when you realize (a) how important it still is to marketing in a digital world and (b) how far beyond the “SEO team” good SEO practices need to be managed.

We’re going to rectify this at the upcoming MarTech conference, where Jessica will deliver both a breakout session, An SEO Framework for Marketing Operations & Technology Leadership, and an optional half-day workshop, Optimizing SEO Operations for Marketing Leaders.

But in advance of that, Jessica agreed to the following Q&A with me to address some of the common questions that an otherwise well-versed marketing technology leader might have about enterprise SEO.

If I’m a senior marketing executive, I might be inclined to think, “Sure, SEO is important, but it’s just one of the responsibilities of my website team.” What am I likely missing?

The thing about SEO that executives do not realize is that SEO teams don’t actually “do” most of the SEO at a large company. They do a lot of work to determine what needs to be done, but in reality, it’s what other teams “do” that most directly impacts SEO. And if it’s done wrong can hurt SEO and revenue.

Every single day, everyone touching the website is doing SEO, whether they know it or not.

Every single day, everyone touching the website is doing SEO, whether they know it or not. They are either making multi-million dollar decisions that help SEO or hurt it. This includes every role touching the site or influencing any mentions and links on third-party sites.

The only exception are the people/teams only working on things not in search engines (e.g., checkout pages and pages behind a form or login screen). Everyone else is doing SEO and making million dollar decisions to help or hurt SEO — without necessarily any knowledge of how to account for it in their decision-making process. And that should be scary to an executive.

The biggest challenge companies face with SEO is that hierarchically, the SEO team is often lower than the managers of the teams they need to “do” SEO. As a result, they don’t get the amount of respect they need to get other teams to do their share of SEO.

Because of this, SEO teams need executive champions to get teams who are unknowingly influencing SEO every day on board with doing what needs to happen for SEO. It’s not just an executive saying, “We all need to SEO.” There is more to it than this and most executives are not ushering in SEO in such a way that actually drives the right changes in knowledge, standard processes, accountabilities and behavior for the long haul.

If executives are not aware of what is needed for SEO, they often end up advocating the exact opposite of what the SEO channel needs to both maintain and grow SEO revenue.

Here’s an example from one of my clients. In SEO, most keywords need more content on pages to rank high. This requires changes in design and content. Yet many teams that control these aspects of the website are not even including SEO teams in meetings or requirements where decision are made to do things like reduce content on pages. As a result, a decision was made to reduce content to the point that SEO would be negatively impacted by 50% or more.

I’ve heard that if you just produce good content, Google kind of takes care of SEO for you. Is this totally naive? Why?

Yes, this is completely naive. (Ed: Thanks.)

Large companies have dozens to hundreds of people impacting SEO every single day. The problem is they don’t know it. As a result, they make multi-million dollar SEO decisions, without even thinking about SEO. Sometimes those decisions are good for SEO, more often they’re not.

I just spent two weeks onsite with a client training teams company-wide, and the biggest ah-ha’s by everyone, particularly those not on the content team were:

  • “I didn’t know how much I impact SEO” was said by pretty much everyone in every role. It’s far bigger than just good content.
  • “I didn’t realize how making one small decision can snowball into huge SEO problems.” We walked through decision after decision by almost every team working on the website that has systematically killed SEO traffic over a few years, just because no one thought to account for SEO, nor had the skills to do so.

What SEO entails is huge, far bigger than people realize. I have identified ten pillars of SEO at enterprise-level companies. When I walk executives through these ten pillars, they begin to realize SEO is far bigger than just content.

What is even more surprising to everyone in training is that each role impacts 3-10 pillars in pretty much every decision they make — you cannot say, “I’m a writer, so I only influence pillar #2, which is about content.”

Below are the ten pillars of SEO in what I call the F2R Framework (F2R meaning “Force to Reckon With”):

10 Pillars of SEO by Jessica BowmanThe Executive SEO Playbook, I include a simple quiz to quickly determine if you’re an SEO Pacesetter or Avoider. What’s surprising to most companies is that it doesn’t matter how great your SEO team’s skills are. It’s your SEO operations company-wide that determine if you’re a pacesetter or an avoider.

Take the quiz for your organization (click for a larger version):

SEO Operations QuizIn my workshop at MarTech, we’ll talk about what executives should be doing to keep SEO happening company-wide and each role’s accountabilities.

SEO as a practice has been around for more than two decades. What’s the future hold for this discipline?

Google’s business model is changing, really fast, and companies need to start tweaking their SEO program in order to take advantage of it. I spoke about this at my SMX Advanced keynote, your readers can watch the webinar recording here.

In a nutshell, Google is taking on the entire transaction on Google.com: search, research, and conversion. This applies to most industries. Google has been slowly building out all the modules and components and is now slowly integrating them into their search results. At an increasing pace, Google is taking users to pages within Google.com for the conversion, rather than to other sites.

If you are not doing what it takes to appear in the Google modules and components, your visibility will be almost non-existent.

The bottom line is that if you are not doing what it takes to appear in the Google modules and components that feature sites, your visibility for millions of searches will be almost non-existent.

I am concerned about many companies’ SEO programs because they’re not doing what it takes to gain visibility in Google’s new search results. Things that have traditionally been nice-to-have in SEO, the icing on the cake, now must become a core competency. These impact how we code, design, and write content.

And here is the problem: even if your SEO team knows about this, they can do nothing about it. It’s what development, UX designers, and writers do to the site that will get you into Google’s modules — or keep you out.

SEO is something executives need to take to the finish line. Executives and leaders need to have a clear plan of action for how to manage SEO across the organization — and not only through the SEO team.

Great SEO is not going to come out of just the SEO team. It must happen company-wide.

Thanks, Jessica. Really looking forward to your workshop and your session at MarTech next month. Readers: just a reminder that the early bird “beta” rate for MarTech tickets expires August 17 — reserve your seat now.


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.




dive-deep-with-a-martech-workshop

my favorite reasons to attend MarTech… I’m back today to share eight more awesome reasons… our intensive, half-day workshops!

Join us in Boston, Monday, September 16 from 1:00pm – 5:00pm for one of eight in-depth workshops led by recognized industry experts. Each workshop tackles an exciting, thorny, and pressing aspect of modern marketing and delivers invaluable networking in an intimate, hands-on environment. Keep reading for details!

Your Lifeboat For The Coming Data Privacy Storm

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 Podnar 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.

Optimizing SEO Operations for Marketing Leaders

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.

The Right Way to Buy Marketing Technology

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.

Agile Marketing Advantage

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.

Creating Connected Experiences

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

Using CDP to Make the Most of Your Customer Data

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.

Building a Badass Marketing Team with Talent Optimization

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? Join Erica Seidel and Drew Fortin 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.

A Marketer’s Guide To Attribution Analysis

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.

Don’t miss your chance to learn from the pros!

Choose Your Ideal Pass

There are two different ways you can join us depending on your goals and budget:

  • All Access Pass Workshop (best value!): You’ll unlock the complete MarTech program, including all sessions, keynotes, A.I.-powered networking, and amenities, plus your choice of half-day intensive workshop. Register by August 17 and save $600 off on-site rates!
  • Workshop Only: Interested in just a workshop? Register by August 17 and save $300 off on-site rates. (Bonus! Your Workshop Pass magically transforms into an Expo pass once the workshop is complete – that means you’ll get access to the entire Expo Hall, including 100 solution providers, full-length sessions on the Solutions Track, demos and case studies in the Discover MarTech Theater, and evening networking events — including Speed Networking and the Opening reception immediately following your workshop!).

Don’t wait… register now!

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.




martech-is-marketing

For today’s marketer, technology touches everything we do, from the CRMs that house our client data to the design software that powers our most daring creative. In fact, the martech-enabled ways in which we create more personalized and meaningful connections with our customers have moved from being experimental to foundational as the tool landscape grows and the tactics become established. If you think about it, the separation between the tech and the tactics has shrunk to the point where there might be no separation at all. You might even say martech is marketing.

That’s exactly what we’re saying, and we’ve even made “Martech is Marketing” the tagline for our MarTech conference series.

Webinar: Martech is Marketing: A Live Q&A with Scott Brinker

Over the past decade, marketers have incorporated marketing technology so much that it is our second nature. While every organization is different, martech is instrumental in how marketing operates. From dynamic digital executions to managing traditional campaigns, martech is at the center of everything in marketing. 

We develop strategy around our tools

 Marketers use technology that is just as critical as the branding assets and content. Many teams invest in technologies to support their own unique use cases and requirements. Once they start using it, marketers tend to discover additional use cases, particularly as new features are rolled out by vendors.

Marketing teams recruit specialists with platform-specific experience to ensure compatibility with preferred martech. It’s not uncommon to see jobs that require that applicants have at least a few years of experience working in a particular software environment. Many require certifications.

According to MarTech Today’s 2019 Marketing Technology and Operations Salary Survey, 34% of respondents indicated that, of the most vital marketing capabilities supporting the delivery of marketing strategies over the next 18 months, marketing technology ranked second only to marketing and customer analytics. The martech we use may be the most critical component to how we develop strategies for cross-channel marketing campaigns; we use martech to determine strategy, to share and compile content, to execute the content and finally, analyze the results to inform future campaigns.

Other departments are also using software that integrates with martech; sales teams, for example, can use CRM software and call analytics among other tools that integrate with marketing technology to provide data-driven insights. It’s not just the marketing team that needs to be aligned with the technology — other teams’ strategies are built around it too.

Martech supports online and offline execution 

When many people hear martech, they might think of strictly digital execution — social, email, paid search — and not relate it to their brands’ offline marketing execution. Marketing automation software is just one example of martech that incorporates offline touchpoints — like a direct mail campaign — into a bigger strategic campaign.  Multitouchpoint attribution solutions are available for marketers looking to attribute brick and mortar foot traffic and sales to digital ads and campaigns. While consumers adopt the digital-first mindset, so does all of our marketing.

New solutions for tracking metrics like call analytics bring the traditionally offline touchpoints into the online view by integrating call data with customer data to give sales and marketing better insight into their customers.

Approval processes for marketing assets — online and offline — often take place using project management systems made for marketers. Brands that work with agencies use martech to share marketing assets, manage campaigns and collaborate on strategy; martech is ingrained in the end-to-end marketing process. 

The increasing opportunities to execute cohesive offline and online campaigns, better visibility into our efforts and the ability to more easily analyze data from both channels actually releases us from being limited to thinking of our campaigns as digital vs. traditional and realize our efforts are all part of marketing.

Marketing silos are unnecessary

When it comes down to it, those of us using martech (digital or marketing ops) and marketing are all the same team — why treat the relationship any differently? According to MarTech Today’s 2019 Marketing Technology and Operations Salary, 67.4% of marketing technology management roles report into the marketing department. 

CMOs are not only buying more tech than CIOs, but they are also spending more on martech than labor. According to Gartner’s 2018-19 CMO Spend Survey, last year alone, nearly one-third (29%) of CMO’s budgets were allocated to martech, an increase of 7% from 2018. Labor comes in second at 24% — a 5% decrease from the previous year.

and size. On one end of the scale, we have organizations that rely on a few tools and consultants for their marketing, and on the other are digital-first organizations fully invested in martech.

Agile startups are often quick to adopt martech, as many take a digital-first approach. Some larger organizations may be slower to adopt internally and depend on external consultants for portion of their martech implementation and execution. However, these brands still rely on martech for the majority of their customer-facing communications.

Martech is the tools — and the skills

In a blog post describing his take on organizational martech maturity, MarTech conference chair and HubSpot vice president of platform Scott Brinker noted that while strategy is important, marketers need martech for execution. “Strategy alone isn’t enough. You’ve got to be able to execute on it,” he said. “And martech has become integral to marketing execution. That’s what ‘martech is marketing’ really gets at. And martech isn’t just the tools. It’s also the skills to wield them effectively.”

Whether you’re a specialist who is part of an enterprise marketing team, or proudly operating as a department of one, martech is marketing — we cannot do our jobs without it, and it’s not going anywhere.

Want to learn more? I’ll be hosting a discussion with Scott Brinker on the topic on August 15 with our webinar: Martech is Marketing: A Live Q&A with Scott Brinker. We’d love to see you there.



About The Author

why-should-you-attend-martech?

See the complete agenda!

Expert tactics, advice, and strategy are just part of the MarTech experience.

Here are more of my favorite reasons to attend:

  • Train your people on a budget. Investing a few focused days at MarTech could be a game-changing educational experience for your organization. Forget long, expensive training programs. You’ll bring home actionable tactics, specific insights, and invaluable connections that will set you up for long-term success. Hungry for more? Add a half-day pre-conference workshop to your itinerary.
  • Get on the same page. Your team has diverse backgrounds and skills — getting everyone on the same page is essential. Attending together will unite your crew with a common experience and vocabulary, and provide the foundation for continued success. Bonus: The more you send, the more you save. Check out our special team rates!
  • No sales pitches. MarTech is independent and vendor-agnostic. We don’t have axes to grind or sales targets to meet when it comes to any technology or platform. That means you’ll only get high-quality, unbiased content from trusted experts. Period.
  • Evaluate hundreds of martech solutions. The Expo Hall is stacked (pun intended?) with hundreds of tools and services from martech companies – quickly and efficiently evaluate them all in one place. Visit the Discover MarTech Theater and Solutions Track for exhibitor case studies, demos, and more.
  • Meet future talent, clients, and friends. Structured and casual networking events, along with our new AI-powered networking app, will connect you with a thriving community of smart, engaged, passionate marketers eager to exchange ideas, experiences, and advice. Growing your professional network has never been easier.
  • Stay productive on-the-go. You’ll access delicious breakfasts, hot lunches, and tasty snacks – and stay productive with complimentary WiFi throughout the entire conference space. And you can enjoy all of this in a welcoming, safe, and friendly environment.

Register NOW & enjoy up to $600 in savings

Pick the right pass for you based on goals and budget:

  • All Access: Complete access to all conference sessions, keynotes, networking events, exhibitors, sponsor presentations, amenities, AI-powered networking via MarTech Connect, 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 tools? 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, downloadable speaker presentations, refreshments, free WiFi, and more.

Register now!

Psst… Mark your calendars for Thursday, August 15th, 1:30 PM EST and join Scott Brinker, The MarTech Conference chair, for a candid discussion on the trends, tactics, best and worst practices surrounding marketing technology and operations. Reserve your seat for this free webinar now!


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.