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

by Darrell Alfonso

Overview

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

It can be 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.

Product Details

ISBN-13:	9781398606449
Publisher:	Kogan Page, Ltd.
Publication date:	08/30/2022
Pages:	256
Product dimensions:	6.10(w) x 9.25(h) x 0.59(d)

About the Author

Darrell Alfonso is an award-winning Martech leader with 15 years' experience managing marketing technology at startups and the world's leading enterprises. Based in California, he leads marketing operations at Amazon Web Services and has consulted for Fortune 500 companies such as GE, Abbot Labs and AT&T. 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.

Table of Contents

** 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

Editorial Reviews

"Bible to all marketers. Martech is an integral part and lies at the center of any Marketing organization and all Marketing leaders must have a basic grasp and understanding of Martech. This book is the bible to understanding bringing the right Martech and the right people to orchestrate the strategy and the tools together."

Jessica Kao

"Marketing is now thoroughly a technology-powered discipline. To thrive in today's environment, marketing organizations need to develop strong, mature marketing operations and martech capabilities. You couldn't ask for a better guide to achieving than Darrell Alfonso, a pioneering martech industry leader and marketing ops pro. The Martech Handbook is a treasure map to world-class marketing in an age of digital transformation and beyond."

Scott Brinker

"Today, every business is a digital business where consumers are in control of the buying experience. Yet, while marketing technology is foundational to building your brand and growing your business digitally, most senior leaders don't understand "martech." Which is why this book is essential, as it enlightens us on how we leverage the power of marketing technology now and in the future."

Cassidy Shield

"Darrell's deep knowledge in how Martech really works in an organisation, paired with a thoughtfully researched historical context and visionary foresight into where it's heading makes this essential reading for the seasoned or beginner marketing technologist alike."

Juan Mendoza

"Digital marketing has forever changed how businesses operate. Having personally experienced much of this transformation as it was happening, I can tell you the Martech Stack will continue to expand and evolve as technology, channels and strategies change. This book is masterfully written and a great blend of current practices, and what's next for Marketing teams."

CEO and Founder of Syncari Nick Bonfiglio

"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

"To be successful in marketing requires an understanding of how marketing technology is used to create the customer experience and to acquire, engage and retain customers. With this book Darrell Alfonso has made the complex world that is the marketing technology industry accessible and delivers a comprehensive guide to help companies deploy and manage an effective technology strategy. This is a must read for anyone in marketing or the C-Suite."

Anita Brearton

"The Martech Handbook is a must for every modern marketer. With the acceleration of digital transformation in the world there has never been a more important time for marketers to build their knowledge and capabilities in martech. This book provides a deep dive on the core principles of marketing technology success including stack design, gaining stakeholder martech buy-in to developing robust marketing operations governance."

Carlos Doughty

"The explosion of martech in the last decade is a phenomenon that is defining the potential and future of marketing as a profession and a discipline. If you're in any way interested in martech, and what it means for your career in marketing, this book is a must-read."

Joel Harrison

"This is chalked full of real-world advice to unlock the value of martech. A must read for any marketer thinking about or in the throes of using tech and tools to run Marketing like a business."

Go-to-Market and MarTech Strategist Scott Vaughan