“MarTech is advertising and marketing.”
 |
| Supply: Kogan Web page |
That is the tagline adopted by Third Door Media just a few years in the past for its MarTech conferences and martech.org web site. And whereas some have argued that the tagline goes a little bit too far, few advertising and marketing thought leaders or practitioners would dispute the concept that advertising and marketing and expertise have change into practically inseparable.
Scott Brinker, the MarTech convention chair and editor of the Chiefmartec Weblog, captured the interconnectedness of selling technique and advertising and marketing expertise when he wrote, “Technique alone is not sufficient. You have bought to have the ability to execute on it. And martech has change into integral to advertising and marketing execution. That is what ‘martech is advertising and marketing’ actually will get at.”
Advertising and marketing expertise has been mentioned in lots of, if not 1000’s, of ebooks, white papers, weblog posts, webinars, and convention shows over the previous twenty years. However there are surprisingly few full-length books that particularly handle this vitally essential matter.
So, a brand new guide by Darrell Alfonso is a welcome addition to our physique of data relating to advertising and marketing expertise. The Martech Handbook: Construct a Know-how Stack to Appeal to and Retain Prospects (Kogan Web page, 2022) gives a invaluable introduction to the advanced and dynamic world of selling applied sciences.
Darrell Alfonso is well-suited to write down about this matter. He’s at the moment the Director of Advertising and marketing Technique and Operations at Certainly.com, and he was beforehand World Advertising and marketing Operations Chief at Amazon Internet Providers.
What’s Within the Ebook
The writer used an expansive strategy in writing The Martech Handbook. The guide addresses – or a minimum of touches on – the entire points of selling expertise that you’d anticipate finding in an introductory remedy of the topic.
Within the first chapter, Mr. Alfonso describes the outstanding development of martech, opinions the historical past of martech, and gives an outline of the martech business. In Chapter 2, he lays out the enterprise want for advertising and marketing expertise and discusses the important thing enterprise objectives that martech might help corporations obtain.
The following 5 chapters of The Martech Handbook cowl a number of of the “nuts and bolts” points of selling expertise, together with:
- The important thing classes of selling expertise (Chapter 3)
- The fundamental attributes of a “martech stack” (Chapter 4)
- Find out how to design an efficient martech stack (Chapter 5)
- Find out how to determine and choose “core” advertising and marketing expertise platforms and functions (Chapter 6}
- Find out how to determine and choose the suitable “ancillary” martech functions (Chapter 7}
Mr. Alfonso then turns to a number of points regarding the administration of selling expertise. In Chapter 8, he opinions among the fundamental rules of managing a martech stack, and in Chapter 9 he discusses martech measurement, governance, and enablement.
In Chapter 10, he discusses the important significance of getting buy-in for advertising and marketing expertise. This contains buy-in from firm leaders for martech investments and buy-in from the individuals who will use the expertise platforms and functions.
Mr. Alfonso concludes The Martech Handbook with a chapter dedicated to how advertising and marketing leaders can drive steady enchancment within the efficiency of their advertising and marketing expertise methods.
My Take
The Martech Handbook is a welcome addition to our “library” of assets relating to advertising and marketing expertise. The guide is well-written, and Darrell Alfonso does a superb job of creating what could be a advanced and technical matter straightforward to grasp. The writer additionally has intensive hands-on expertise with a number of sorts of advertising and marketing applied sciences, and this permits him to convey a real-world perspective to the guide.
A very powerful factor for potential readers to grasp is that The Martech Handbook is usually written at a really fundamental stage. As I famous earlier, this guide gives a sound introduction to many essential points of selling expertise, and the important thing phrase right here is introduction.
The Martech Handbook shall be notably helpful and invaluable for any marketer who just isn’t already conversant in advertising and marketing expertise instruments and methods. This may embody:
- Latest graduates who’ve simply began their first advertising and marketing job
- Advertising and marketing college students who wish to be taught extra concerning the advertising and marketing expertise panorama
- Entrepreneurs who’ve had restricted expertise with most sorts of martech (e.g. a marketer at a small firm who has solely labored with e-mail advertising and marketing software program)
- A marketer who has not too long ago been given duty for evaluating new sorts of advertising and marketing expertise
This guide would even be a superb useful resource for an individual working in one other enterprise perform (e.g. gross sales, customer support, finance, and many others.) who wants to higher perceive the capabilities and the potential advantages and pitfalls of selling expertise options.
You probably have vital expertise working with quite a lot of advertising and marketing expertise functions, The Martech Handbook might not profit you significantly. However, when you aren’t conversant in the panorama of selling expertise, or you probably have colleagues who match this description, The Martech Handbook shall be an important studying useful resource.
