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.
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.
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
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 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
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
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