The Martech Handbook

Create and manage a powerful marketing technology stack that will add value and connect all key areas of marketing, with this jargon-free and easy-to-follow guide.

Increase customer attraction, acquisition and retention by using technology to create seamless, effective and joined-up marketing. It can be hard to know where to begin with the sheer number of platforms and solutions available to marketers today, as well as to use martech to its full potential. The Martech Handbook provides a clear and step-by-step framework for understanding and selecting various forms of marketing technology to drive business value in all areas of marketing, from CX, automation and lead management, to reporting and analysis as well as designing and orchestrating a tech stack that brings them all together. This book also explores getting buy-in, scaling martech within organizations depending on their needs, size and budget as well as measurement, monitoring and governance. Written by an award-winning martech leader, it features case studies and examples from companies including Spotify and Amazon alongside frameworks, question checklists, and interviews with leading industry practitioners. This is an essential resource for augmenting your marketing and achieving key objectives through leveraging technology.

Contains case studies and examples from companies including General Electric, Tealium and Iterable, as well as frameworks, checklists, and interviews

Auteur
Darrell Alfonso is an award-winning Martech leader, influencer and speaker with 15 years' experience managing marketing technology at startups and the world's leading enterprises. Based in Irvine, California, he leads marketing operations at Amazon Web Services and has consulted for Fortune 500 companies such as GE, Abbot Labs and AT&T. A frequent keynote speaker and contributor to industry publications, he was named a Top Martech Marketer to Follow in 2020 by Martech Alliance and is a two-time Adobe Marketo Champion. He is also a marketing instructor and was previously VP of Communications at the American Marketing Association.

Contenu

• • Chapter - 01: Introduction The rise of marketing technology;
  • Chapter - 02: The business need for Martech;
  • Chapter - 03: Key categories of Martech;
  • Chapter - 04: What is a Martech stack?;
  • Chapter - 05: The framework for effective Martech stack design;
  • Chapter - 06: The core business systems and platforms for every marketing team;
  • Chapter - 07: Identifying value-add marketing platforms and tools;
  • Chapter - 08: Principles for robust and scalable Martech stack management;
  • Chapter - 09: Martech measurement, monitoring, and governance;
  • Chapter - 10: Getting buy-in;
  • Chapter - 11: Continual improvement