I’m going to declare that, as of August 2018, martech has crossed a threshold in maturity.
And by martech, I mean the grand view of martech, the convergence of marketing, technology, and management practices across industries — and the hybrid marketing leaders who are driving the strategy and operations of that convergence.
Sure, the marketing technology landscape has advanced tremendously over the past year. I think we’re finally getting our head around
But, as martech critics are fond of saying, technology is just enabler. (So is oxygen.)
And that’s true. What’s remarkable is the way the discipline of marketing, writ large, has evolved so dramatically over the past five years to leverage this technology. What used to be the digital tech fringe is now the marketing operations center.
It’s hard to fully appreciate big changes when you’re heads down on getting stuff done. But there are moments when you lift your head above the fray, look around in amazement and say, “Whoa, we’ve come a really long way.”
That is the exact sensation I just had as I was reviewing MarTech” sessions with you here and let be the judge: doesn this content seem much more mature than it was even just a year or two ago>
100″ tricks to appear smart in meetings>, built her comedy career in between working as a user experience designer for companies like Yahoo! and .
In her keynote, Sarah will take us through her journey, from working in tech to becoming a full-time writer and comedian, discussing both her failures and successes (and more failures). She’ll leave you with a set of tools/questions to create a career that’s unique to you.
The” decentralized marketing organization> and CEO of Never Stop Marketing, will push our understanding of the impact of blockchain technologies on marketing even further with a high-energy talk on The Emergence of Crypto-Native Martech: Tools of the Future, Already Here Today. He’ll give you an inside look at:
- Crypto token generation and distribution engines
- Crypto-collectible commerce platforms
- Crypto-loyalty platforms
- Token-based event promotion tools
- Blockchain research and analytics suites
- Crypto-token based prediction protocols
- Smart contract creation and auditing tools
Jared” geurts>, Senior Director of Analytics at LHM Sports and Entertainment, will present Breaking Down Data Silos to Increase Sales: The Data Strategy of the NBA’s Utah Jazz. You’ll learn just how the Jazz overcame the challenges of managing data across third-party sites such as Ticketmaster, adopting cross-domain tracking, bridging data silos and pulling data from all sources — including mobile and desktop — to achieve 360-degree views of individuals and deliver personalized marketing campaigns.
martech landscape? Learn about the salestech landscape, comprising 500 solutions in 43 categories aimed at empowering sales organizations. Nancy will give you a whirlwind tour of salestech, the lowdown on how salestech intersects with the marketing technologies you’re using today, and ideas for how marketing can impact revenue generation further along the sales pipeline.
APIs” for modern commerce> and Microservices for Modern Commerce, both published by O’Reilly, will give a talk on How IT and Marketing Can Use Microservices to Peacefully Co-exist and Serve the Needs of Customers.
Introduction” to algorithmic marketing>, will present An Algorithmic Approach to Promotion Campaigns. He’ll teach you about automatic decision-making and AI capabilities for marketing and promotion campaigns, and how the decisions in these campaigns can be optimized using economic modeling, machine learning, and numerical optimization. You’ll gain insights into:
- A methodology for AI adoption in marketing technology applications.
- The architecture of software systems that can autonomously optimize and execute promotion campaigns.
- Data engineering for automated decision-making, as well as extraction of advanced customer and content attributes that help to make smarter targeting decisions.
- How to optimize your targeting decisions based on business objectives.
- The difference between static and dynamic optimization of budgeting decisions.
- How to optimize pricing decisions and promotion parameters.
Management Track: The Organizational Capital Behind Martech
Kristian” kristensen>, VP for Engineering, both at The New York Times, will present Product Management in Martech and How Marketing and Technology Can Work Even Better Together. They’ll share how The New York Times applies modern product management discipline to its marketing technology stack. You’ll learn:
- The role of the product management team in marketing technology, and how it can bridge the divide between marketing and technology.
- In which organization marketing technology should reside.
- What marketing can learn from technology — and vice versa — given their vastly different culture and perspectives.
- How The New York Times’ marketing and technology organizations work better together.
General Assembly’s Marketing Standards Board, a group of marketing leaders across the consumer goods, technology, publishing, and education sectors, worked to define excellence in the field and provide transparency into the skills that drive success at each stage of a marketer’s career.
In this session, you’ll learn about the Marketing Career Framework, and how it can be used in your marketing organization:
- How to define clear expectations on the skills needed to make it to leadership.
- Avoidance of getting trapped in a silo (e.g, expert at or conversion).
- A standard definition and context around how each role contributes to achieving marketing objectives.
- How to build well-balanced teams and explain development to high-potential marketers.
- Help in understanding assessments that correspond with the framework that will be useful to marketing leaders to measure team capabilities, validate new candidate skills and increase diversity in the marketing talent pool.
Workshops: 4 Options for In-Depth Martech Learning
Want to get a deeper education on important martech topics? We’re bringing back four optional, half-day workshops that you can attend the afternoon before the rest of the conference kicks off:
Tony” byrne> of Real Story Group. Nearly everyone attending MarTech is planning to implement a new technology solution in the next year. But what are best practices for evaluating technologies, choosing vendors, and getting your colleagues on board with the process? Tony will answer those questions and more.
Andrea” fryrear> of Agile Sherpas and author of Creating” connected experiences>, taught by Using” cdp to make the most of your customer data>, taught by reserve” your seat now>.
Sponsored Sessions and 65+ Martech Exhibitors
We’re very serious about keeping the editorial tracks at MarTech” conference. but we even happier that they deliver really fantastic content to the audience in these sessions because know helping you impressing and not pitching is best way win your respect.>
For Boston, Workfront and OneTrust, our title sponsors, will be starting Tuesday and Wednesday respectively with a delicious breakfast and inspiring keynotes. At lunch, there will be presentations by IBM, Lytics, BlueConic, and SAS Institute. And Magnolia will be hosting our networking reception on Tuesday evening.
In the Solutions track, there will be excellent, full-length sessions by Aprimo, LeadData, Path Factory, Tealium, Metadata.io, Merkle, Acquia, Infor, Magnolia, and Censhare.
Nearby in the exhibit hall, we’ll have a special MarTech Theater stage, running shorter presentations throughout the day. Tony Ralph of Real Story Group will be the host of the theater, giving a series of short power talks on martech vendor management topics such as:
- The Right Way to Buy Marketing Technology
- Visualize Your Martech Stack
- Get the Right Vendor Short List
- Myths Vendors Tell
MarTech Theater will also have short presentations and case studies by Pitney Bowes, Dataroma, Allocadia, Treasure Data, SEMRush, NGData, SAS Institute, and Workfront.
The rest of the exhibit area will have over 65 leading martech vendors, demonstrating their latest innovations, ready to answer your questions face-to-face, and eager to learn how they can help you. Here’s the current map of exhibitors (probably a few more added by the time I post this):
Need to attend Expo+” pass> for only $79.
But if you can afford an all-access ticket to the full beta” rates>” are available through September 1. Now is your chance to save $300 off an all-access ticket — or $500 off a combined all-access ticket plus a