The Martech Handbook: Build a Technology Stack to Attract and Retain Customers, 1st Edition

  • 4h 6m
  • Darrell Alfonso
  • Kogan Page
  • 2022

Increase customer attraction, acquisition and retention by using technology to create seamless, effective and joined-up marketing.

It can hard to know where to begin with the sheer number of platforms and solutions available to marketers today, as well as to use martech to its full potential. The Martech Handbook provides a clear and step-by-step framework for understanding and selecting various forms of marketing technology to drive business value in all areas of marketing, from CX, automation and lead management, to reporting and analysis as well as designing and orchestrating a tech stack that brings them all together.

This book also explores getting buy-in, scaling martech within organizations depending on their needs, size and budget as well as measurement, monitoring and governance. Written by an award-winning martech leader, it features case studies and examples from companies including Spotify and Amazon alongside frameworks, question checklists, and interviews with leading industry practitioners. This is an essential resource for augmenting your marketing and achieving key objectives through leveraging technology.

About the Author

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.

In this Book

  • Introduction—The Rise of Marketing Technology
  • The Business Need for Martech
  • Key Categories of Martech
  • What is a Martech Stack?
  • The Framework for Effective Martech Stack Design
  • The Core Business Systems and Platforms for Every Marketing Team
  • Identifying Value-Add Marketing Platforms and Tools
  • Principles for Robust and Scalable Martech Stack Management
  • Martech Measurement, Governance, and Enablement
  • Getting Buy-In
  • Continual Improvement and the Future of Martech
  • References
SHOW MORE
FREE ACCESS

YOU MIGHT ALSO LIKE

Book Managerial Discretion in Imperfect Markets
Audiobook The Digital Selling Handbook: Grow Your Sales by Engaging, Prospecting, and Converting Customers the Way They Buy Today
Audiobook Metaversed

PEOPLE WHO VIEWED THIS ALSO VIEWED THESE

Audiobook Project to Product: How to Survive and Thrive in the Age of Digital Disruption with the Flow Framework
Course Technical Program Management: Assessing Performance & Benefits Delivery
Rating 5.0 of 1 users Rating 5.0 of 1 users (1)
Book You Can't Teach a Kid to Ride a Bike at a Seminar: Sandler Training's 7-Step System for Successful Selling, Second Edition