Martech Handbook - Build a Technology Stack to Attract and Retain Customers

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.

List of contents

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

About the author

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.

Summary

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.

Product details

• Authors: Darrell Alfonso
• Publisher: Kogan Page
• Languages: English
• Product format: Hardback
• Released: 31.08.2022
• EAN: 9781398606463
• ISBN: 978-1-398-60646-3
• No. of pages: 256
• Subjects: Social sciences, law, business > Business > Advertising, marketing; BUSINESS & ECONOMICS / Strategic Planning, BUSINESS & ECONOMICS / Marketing / General, Business innovation, Sales & marketing management, business strategy, Sales & marketing, Sales and marketing, BUSINESS & ECONOMICS / E-Commerce / Digital Marketing, Sales and marketing management