The problem with ratings: Why they fail to predict behavior Several years ago, I inherited a media attitudes study. It was a standard type of questionnaire run among the general population to ...

What is martech tools management? Let’s start with what martech tool management isn’t: It isn’t about technical setup or programming, and doesn’t require certifications or deep technical knowledge. It ...

Before we start, in addition to your other context, you are the CMO of a national healthy snacks brand. What are the three most important responsibilities for a martech manager at this company? Please ...

The role of an intake form in data segmentation An intake form serves as the first point of contact between a client or business partner and the team executing the request. A good intake form provides ...

Answer: Certainly! Customer base segmentation is the process of dividing a customer base into distinct groups or segments based on shared characteristics, behaviors, or preferences. This allows ...

Mike Pastore has spent nearly three decades in B2B marketing, as an editor, writer, and marketer. He first wrote about marketing in 1998 for internet.com (later Jupitermedia). He then worked with ...

For example, a lack of clear objectives manifests as a general aim to “increase brand awareness” without specifying what that looks like or how it will be measured. Without clarifying goals and key ...

A martech center of excellence (COE) is about more than just building a team; it’s about creating a hub of innovation within your digital marketing efforts. Whether your team is in-house, outsourced ...

Why are customer journey maps useful for marketers? Customer journey maps contain a wealth of information for marketers. With this information, marketers can build better experiences and make deeper ...

By the mid-2000s, the environment began to change. Advancements in data analytics allowed companies to observe user behavior with increasing precision. This era marked the shift from understanding ...

In my previous article, I listed the six core competencies for marketing technology managers. Here, I will explain the first core competency, “generalized system understanding,” and what it means to ...

Let’s be honest: too much B2B content is AI‑generated junk posts that chase rankings and leads and deliver little value. Creating content is easy, creating good content takes work. If you’re managing ...