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Martech is mainly about relationships

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Martech is mainly about relationships


My approach to the marketing technology field has been geared toward focusing on human topics like relationships.  Marketing technology, however, is certainly a technical discipline, and my route to this field began by working closely with web developers and designers as well as software programmers.  Further, it obviously involves marketing acumen, which I’ve picked up on the job.  Granted, one can certainly argue that most – if not all – professions are mainly about relationships, but I can certainly speak to martech.

I’ve tried to focus some of my columns on the relationship aspects of our field for a few reasons.  First, there are so many other experts and voices who provide great technical and marketing insights.  There isn’t a shortage of those.  Second, it has provided me with a niche to fill.  Third, my work experience has really impressed upon me that the technical and business aspects of working in this field are the easier (certainly not always easy) parts of the job; relationships, on the other hand, can be much more difficult.

Relationships are important – particularly, as Milton Hwang argues, where marketing operations and tech leaders have become modernizers.  Darrell Alfonso also provides some valuable insights into how practitioners handling the day-to-day and tactical aspects of marketing operations can better understand the leader’s perspective.  Alfonso weaves relationship tips throughout his piece.

You’re not alone

How often have you had a straightforward project get held up by bureaucracy or office politics?  Have you ever tried to get a colleague to slow down so that you all could more thoroughly evaluate a need or problem?  Ever been involved in training or providing other enablement to end users?  How about trying to jockey for organizational funding and priority for your project over your colleagues’ projects?  Is it just me or is persuading other people to your position not always easy peasy?  Moving and shaking is fun until the pushback, right?


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Change and project management

There are many tools and strategies out there for addressing the tricky parts of relationships.  For instance, I’ve written about the value of change management and project management methodologies to martech practitioners.  

Change management acknowledges that resistance is inevitable – regardless of whether people perceive that a change is positive, neutral, or negative.  It provides tools and tactics to anticipate, evaluate, and address such resistance.  If that doesn’t involve relationships, I don’t know what does.  Hopefully, when change management is used correctly, no one will need to even fret that resistance is futile as people will feel that their perspective and input are considered.  There’s a reason why the Borg aren’t popular.

Project management on the other hand provides structure to getting stuff done.  It establishes roles and responsibilities along with cadences, ceremonies, definitions, measurement standards, and artifacts to assist a group to collectively work together to accomplish tasks.  The agile philosophy and its accompanying Scrum framework are rather popular, and my fellow contributor Stacey Ackerman has written about how to apply them in martech contexts.  By clearly establishing a framework for action, people are better aware of roles, expectations, and schedules — and that all helps promote healthy relationships among the people involved.

Winning & influencing

I kid you all not.  While I was drafting this column, a senior leader here at my employer Zuora shared his notes regarding Dale Carnegie’s seminal work “How to Win Friends and Influence People.”  He shared them since he believes that its principles are critical to individual and collective success.  Not only is it easier to accomplish things when people choose to get along but typically the results are superior as well.

It is important to note that Carnegie’s principles are related to leadership.  Unlike managing, anyone can participate in leading — no matter how junior or senior they are.  Focusing on establishing and maintaining positive relationships can help junior individuals punch above their weight, but when senior individuals foster healthy relationships, they too can shine as people respect and value positive leaders.  I’ve seen individuals across the seniority spectrum both fail and excel when it comes to relationships, and based upon how my colleagues have responded and reacted, my unscientific and anecdotal sample shows that it is better to strive to be likable.

Carnegie’s philosophy can certainly help martech practitioners excel if they choose to incorporate it into their work.  Working in martech involves changing things and influencing others, and failing to consider the importance of interpersonal relationships will likely hinder a practitioner’s ability to thrive.

I can also personally attest to the senior Zuora leader’s focus on fostering positive relationships and on placing people first; he walks the walk.  He’s proof that being nice can lead to success.  His resume shows that he has advanced and thrived professionally at companies of significant consequence like SAP.  If he can, so can all of you.

The difficult stuff

Don’t get me wrong.  Integrations, RFPs, measuring KPIs, and similar activities are not always easy.  However, relationships are involved in all of them, and if my experience is representative, relationships are the toughest aspects of martech.  Why not try to make this aspect not only more tolerable but enjoyable and effective to boot?


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Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


About The Author

Steve Petersen is a marketing technology manager at Zuora. He spent nearly 8.5 years at Western Governors University, holding many martech related roles with the last being marketing technology manager. Prior to WGU, he worked as a strategist at the Washington, DC digital shop The Brick Factory, where he worked closely with trade associations, non-profits, major brands, and advocacy campaigns. Petersen holds a Master of Information Management from the University of Maryland and a Bachelor of Arts in International Relations from Brigham Young University. He’s also a Certified ScrumMaster. Petersen lives in the Salt Lake City, UT area. Petersen represents his own views, not those of his current or former employers.



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How is the Blockchain Shaping the Digital Marketing Automation Tools?

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How is the Blockchain Shaping the Digital Marketing Automation Tools?


It is no doubt that most of us are aware of what blockchain is and how it has shaped the future of digital marketing automation. If you are reading this article, then you might be wondering what exactly is the difference between blockchain and digital marketing automation?

What Exactly Is Blockchain? The blockchain is a decentralized ledger system that records transactions between two parties. A block stores information about previous transactions, so each block contains a link to its previous transaction’s record to prevent double-spending.

The users will have their copy of the record on their device so they can keep track of all the changes made in that particular chain by any member of the network.

The Blockchain Is Creating a New World

The blockchain is a new technology. It’s based on the idea of decentralization and peer-to-peer networks, which makes it different from traditional centralized systems. Blockchain technology uses a distributed ledger to store information, making it impossible for a hacker to modify the data stored on the network.

The blockchain can get used in many ways, including cryptocurrencies like Bitcoin or Ethereum. But it also has applications in other industries such as digital marketing automation tools where marketers need fast access to information about their customers or prospects without having to go through an intermediary (like Google Analytics).

Some companies have started using this technology as part of their product offerings by providing users with access to their data through APIs that they can use however they wish (for example: visualizing trends over time).

How Digital Marketing Automation Tools Work

Digital marketing automation tools work by task automation like sending emails, creating landing pages, and tracking the performance of your marketing campaigns. These tools can help you save time and money by automating tasks.

For example, let’s say you want to reach out to more leads on LinkedIn but you don’t have time to send them an email every day. With a digital marketing automation tool like HubSpot or Marketo, you can set up an autoresponder sequence that will send out emails automatically so all you have to do is check-in once in a while and make sure everything’s running smoothly.

Prepare for the Future of the Blockchain Marketing

As technology continues to evolve, the blockchain will play a pivotal role in digital marketing. This is because it offers a secure and reliable platform that marketers can use to communicate with their audience. In addition, it also provides better transparency than traditional marketing methods because of its decentralized nature.

Below are some of the ways that marketers can benefit from using blockchain:

  • Security: The blockchain offers greater security than traditional methods of digital marketing since it doesn’t rely on central servers or third parties.
  • Efficiency: Using blockchain technology means there’s no need for middlemen or intermediaries when conducting transactions online. This improves efficiency by cutting out unnecessary steps between two parties looking to transact business with one another; this saves both time and money for both parties involved!

Secure Digital Marketing Tool Designed on Blockchain

A digital marketing tool designed on blockchain will be more robust and secure. Blockchain technology is a decentralized, distributed ledger technology that helps in recording transactions between two parties efficiently.

It also ensures that the records cannot be tampered with once they get recorded. This means that if you buy a product from an e-commerce website and pay for it using cryptocurrency (a form of digital currency), then no one can hack into the system and change your transaction record to avoid paying you the money.

In general, blockchain offers marketers several benefits:

  • It allows for better data sharing and storage than traditional databases
  • It offers enhanced security features because there is no single point of failure
  • It can help companies boost productivity by integrating both humans and machines

Blockchain Protocol That Ensures Safety, Security

Don’t worry, you can still use digital advertising. You just need to trust the blockchain protocol that runs it.

Ad-blocking software has made digital advertising ineffective already and will soon make all digital advertising completely ineffective. You see, if you are using ad-blocking software on your computer or mobile device, then you’re not seeing any of the ads being served to people who aren’t using ad blockers.

This means that advertisers must pay for each impression (or view) of their ads, even when those impressions do not get seen by anyone at all!

By adopting a blockchain protocol for their digital advertising campaigns, marketers and publishers can verify which impressions are being seen by humans and prove whether or not they were delivered effectively before paying for them.

It is worth mentioning that the benefits can be multifold as is already visible from the other spaces like the cryptocurrency markets. Numerous traders are gaining from the rising cryptocurrency prices. So, digital markets too must watch out for this technology.

The entire industry benefits because everyone is working together instead of trying to scam each other through fake views on fake websites with fake content created solely for financial gain without any real value-added back into society whatsoever!

Digital Technology Is Changing Everything

You probably already know that digital technology is changing everything. But what you may not realize is that blockchain is one of the biggest and most important digital technologies to come out in years.

Blockchain can be a difficult concept to grasp, but it’s worth learning about because it’s changing the way we do business, marketing, and advertising—even as we speak! The best place to start learning is by understanding what blockchain means. It’s essentially a decentralized database that allows information (such as financial transactions) to be stored on multiple computers rather than in one location. This makes it more secure than traditional databases which are usually stored on just one server or computer system.

Conclusion

As you can see, the blockchain is changing the way we interact with technology. It’s also changing how we experience marketing automation tools, and how they work. The future of digital marketing will be shaped by this new technology, which means marketers need to start exploring how it can be applied to their jobs now.



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Marketing operations talent is suffering burnout and turnover

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Marketing operations talent is suffering burnout and turnover


“It’s hard to hire; it’s hard to train; it’s hard to keep people from burning out. To make matters worse, these challenges have intensified so swiftly that leaders have hardly had time to digest them, let alone mount a defense.”

That’s the main takeaway from “The State of Marketing Operations: 2022,” a new report from junior marketing ops training platform Highway Education and ABM leader Demandbase. The findings were based primarily on a survey of 800 marketing operations professionals from organizations of all sizes, more than half from mid-sized companies.

The demand for talent. The vastly accelerated shift to digital marketing — not to mention sales and service — has led inflated demand for MOps talent, a demand the market can’t keep up with. Two results: burnout as too much is demanded of MOps professionals; and turnover, as it’s easy to find alternative opportunities. The outcome for companies is the growing burden of hiring and training replacements.

Use of marketing software has grown two and a half times in less than ten years, according to the report, and the number of marketing operations professionals, across organizations of all sizes, has increased by two-thirds. Use of marketing automation alone has grown 228% since 2016, and there has been a 66% growth in the size of MOps teams just since 2020.

Perhaps most remarkable, 93% of MOps professionals learned on the job.


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Why we care. Providing beginner MOps training services, Highway Education clearly has an interest in this data. At the same time, there can be little doubt that the demand for MOps talent is real and growing. If there’s a surprising figure here, it’s that use of marketing software has grown only two and a half times in the last decade.

AWS MOps leader Darrell Alfonso, quoted in the report, says: “There’s a disconnect between marketing strategy and the actual execution — what it takes to actually operationalize and bring a strategy to life. Leadership, especially the ‘old guard,’ will be more familiar with traditional methods like field marketing and commercials. But now, during the pandemic and post, there’s an entire digital world that needs to be
managed by people who know what they’re doing.”

Read next: More on marketing ops from Darrell Alfonso


About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.



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Product Market Fit with Scott Cunningham [VIDEO]

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Product Market Fit with Scott Cunningham [VIDEO]


Scott Cunningham, CEO of Social Lite and Co-Founder of Merchant Mastery, has worked with thousands of ecommerce stores. The one thing he hears ALL. The. Time? 

“Facebook doesn’t work for my business.”

If you’ve said that about your ecommerce store, listen in as Scott shares what’s missing and how you can overcome that hurdle and start selling.

In this video:

  • Start Here to Sell More: 00:22-00:30 
  • What If I’m Selling a Brand New Product? 00:51-1:02
  • The Formula for Winning in Ecommerce: 1:21-1:34

Learn more about ecommerce:

The Future of Ecommer Marketing Is Now ➡️ https://www.digitalmarketer.com/blog/future-of-ecommerce-marketing/

Use This Framework to Build Ads That Move Product ➡️ https://www.digitalmarketer.com/blog/offer-harmonics-scott-cunningham/

NEW for 2022! Become an Ecommerce Marketing Master ➡️ https://www.digitalmarketer.com/certifications/ecommerce-marketing-mastery/




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