The Martech Handbook: Build a Technology Stack to Attract and Retain Customers

ISBN-13: 9781398606449 / Angielski / Miękka / 2022 / 240 str.

Darrell Alfonso

Opis

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.

Recenzje

"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

Spis treści

• • 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

O autorze

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.