Darrell Alfonso

The Martech Handbook

Build a Technology Stack to Attract and Retain Customers

• Broschiertes Buch

Produktbeschreibung

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.

Produktdetails

• Verlag: Kogan Page
• Artikelnr. des Verlages: 14236
• Seitenzahl: 256
• Erscheinungstermin: August 2022
• Englisch
• Abmessung: 231mm x 153mm x 16mm
• Gewicht: 395g
• ISBN-13: 9781398606449
• ISBN-10: 1398606448
• Artikelnr.: 63208406

Autorenporträt

Darrell Alfonso is an award-winning Martech leader with 15 years' experience managing marketing technology at startups and the world's leading enterprises. Based in California, he leads marketing operations at Amazon Web Services and has consulted for Fortune 500 companies such as GE, Abbot Labs and AT&T. 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.

Inhaltsangabe

• • 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

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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

Rezensionen

"In an era of increasingly complex go-to-market strategies, Darrell Alfonso has helped capture some fundamentals that every Marketing Operations and Martech professional needs. What's more, it's an incredible resource for leaders to wrap their minds around the complex (and ever changing) landscape of Marketing Technology." Mike Rizzo, CEO, MarketingOps.com