Humans of Martech

So pumped about this lineup of upcoming episodes on Humans of Martech 👀 🇨🇦 Simon Heaton -- Director of Growth, Marketing at Buffer and former Growth Leader at Shopify 🦋 Jacqueline Freedman 🦋 -- CEO and Founder at Monarch Advisory Partners and former Martech leader at Grammarly and WeWork 🦅 Pranav Piyush -- Co-Founder and CEO at Paramark.com, Reforge Instructor and former marketing leader at BILL, Pilot.com, Adobe, Dropbox, Padlet, PayPal 📹 Benoit Leggieri -- Head of Growth at Livestorm and former Growth leader at HUB Institute, Paris’ top think tank ☕ Liam Moroney -- CEO and Co-Founder of Storybook and contributing writer at MarTech ❄️ Erin Foxworthy -- Industry Lead, Advertisers & Agencies at Snowflake and former Advertising leader at Horizon Media and Microsoft Advertising 📊 Ron Jacobson -- Co-founder and CEO of Rockerbox 🧙♂️ Jared DeLuca -- Director of Operations at Appcues and former IoT Automation and Connected Panel Ops at Keurig Dr Pepper Inc. Don't miss any of these awesome conversations but subscribing at humansofmartech(dot)com 📧

New Demo of Knak just dropped! In just over ~10min you get a glimpse into why companies with the most dialed-in campaign operations use Knak. The video covers a lot of WHAT the platform does: →Brand Permissions →Locked-down user experience →Optimization & AI →Testing →Collaboration →Dynamic Content →Hyper-Personalization →Translations →Performance Insights →…MORE You can watch it here: https://lnkd.in/e4GswcfU Why does this matter? I think Scott Brinker knocks it out of the park: “One of marketers superpowers is their imagination…but the vast majority of ideas they’ve been trained to let go of because it’ll just take too much work to get done. But as we reduce the things that feel out of reach…and chase those ideas down, I think that unlocks new creativity and new ideas. AI + no-code tools will help democratize the ability for people with an idea to make it real”. This is exactly what Knak is building. The gap in efficiency today between companies who do/don’t use a standalone campaign creation platform is huge -- the efficiency gap when ANYONE in an org can create ON-BRAND campaigns with AI is exponential. From an ops POV... it's a matter of putting in place the Lego blocks required for tomorrow, today. (brand guardrails, a self-serve way of operating etc.) Such an exciting time for campaign ops.

Attribution ≠ Multi-touch attribution (MTA). Barbara Galiza thinks that MTA is really only good at measuring search marketing and that's it. Because MTA only works if there's a click and within a short window there's also a conversion.

My first episode as co-host of the Humans of Martech podcast drops today! Phil Gamache and I unpack 2 game-changing Martech predictions. First, that the marketing tools of the future will not have databases. Next, the drastic shift in the role of marketing operations. Take a listen! https://lnkd.in/g3Bn7jrm #marketing #martech #marketingoperations

We made it! 50 podcast episodes, 50 newsletters and 50 blog posts in 50 straight weeks! 1 episode. every. freakin week. 💪 We started the year on Humans of Martech with Darrell Alfonso as a guest in episode 101, and we're ending the year with Darrell as a co-host in episode 150 🙏 Darrell is celebrating a more important milestone though, 10 weeks with his newborn. In our season finale we catch up on how he's handling the sleep deprivation, and the diaper changes while honouring the real superhero: mom. We also unpack 2 of his juicy martech predictions for the next 5 years: 🔮 In 5 years, most marketing tools will not have databases. 🔮 75% of executional work will be accomplished through generative AI and visual workflow builders. Check it out 👇  YouTube: https://lnkd.in/gMqZvwtt Spotify: https://lnkd.in/gfcrFa9k Apple: https://lnkd.in/gRr89e_i Blog post: https://lnkd.in/gWSCCuwF --- Thanks to our sponsors for supporting the podcast: 🎨 Knak — No-code email and landing page creator to build on-brand assets with an editor that anyone can use. 🦸 RevenueHero — B2B scheduling and routing product to instantly connect prospects with the right sales reps to drive qualified meetings.  🦩 Census — Data Activation/Reverse ETL platform that enables marketers to use the cloud data warehouse to power growth. 📧 Customer.io — Marketing automation platform to build intricate, multi-step customer journeys across all channels. --- 💡My favorite takeaways: 1. 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐓𝐨𝐨𝐥𝐬 𝐖𝐢𝐭𝐡𝐨𝐮𝐭 𝐃𝐚𝐭𝐚𝐛𝐚𝐬𝐞𝐬 The future of martech is warehouse-native, removing the inefficiencies of duplicated data. By moving beyond traditional relational databases, martech users can reduce errors, move faster, and focus their energy on strategic initiatives rather than endless data synchs. 2. 𝐓𝐡𝐞 𝐃𝐞𝐦𝐨𝐜𝐫𝐚𝐭𝐢𝐳𝐚𝐭𝐢𝐨𝐧 𝐨𝐟 𝐌𝐋 𝐏𝐢𝐩𝐞𝐥𝐢𝐧𝐞𝐬 Machine learning and GenAI have a ton of potential benefits for marketers, but they rely on strong human oversight to deliver meaningful results that don't look like a sea of generic AI content. You need to focus on improving data quality and maintaining a human presence in strategy and execution to preserve brand integrity. 3. 𝐄𝐦𝐛𝐫𝐚𝐜𝐢𝐧𝐠 𝐭𝐡𝐞 𝐒𝐡𝐢𝐟𝐭 𝐢𝐧 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐎𝐩𝐞𝐫𝐚𝐭𝐢𝐨𝐧𝐬 𝐑𝐨𝐥𝐞𝐬 Martech pros aroudn the globe are strapping on their Iron Man suits and redefining their roles, adapting to AI-driven demands and evolving measurement frameworks. Collaboration and openness to change are key to staying relevant and delivering value in the constantly expanding (multi?)universe of marketing. --- If you're reading this far, I want to sincerely thank you for being along this ride with me. What started as a fun side project 4 years ago is now my full time gig and I'm so pumped to share what Darrell and I have in store for next year!

Even David Beckham’s coach thought last touch attribution was bs. 😂 A goal is the end result of teamwork. So is a qualified opportunity. So is a closed won deal. If we only give credit to the end result and the last touchpoint, we discredit and disincentivize the powerful collaborative teamwork that made it happen. If last touch is the framework you’re using to explain marketing impact internally, you’re doing yourself a huge disservice: ☹️Setting up sales and marketing to work in siloes and fight over credit ☹️Teaching your CEO, CFO, exec team and board to discount 70% of the buying journey, not to mention the 95% of potential customers who aren’t even in market yet. 🙁Setting yourself up for a real battle over critical investment in brand marketing and demand creation. Why would any of us want to do that?! Thanks for filling me in on all of the ways hockey gives credit to the teamwork that leads to a win, Phil Gamache. 🏒 You can check out the episode at Humans of Martech.

𝗪𝗼𝘂𝗹𝗱 𝘆𝗼𝘂 𝗿𝗲𝗻𝘁 𝘆𝗼𝘂𝗿 𝘁𝗲𝗰𝗵 𝘀𝘁𝗮𝗰𝗸 𝗳𝗿𝗼𝗺 𝘀𝗼𝗺𝗲𝗼𝗻𝗲 𝗲𝗹𝘀𝗲? “Service-as-a-Software” is becoming more than a trendy concept for in-house teams and agencies. The prediction is that, in the next 3-5 years, marketing services could become more ‘software-like.’ Agencies wouldn’t just offer strategic support—they’d provide clients with platforms, dashboards, and tools to enable more autonomous, data-driven decision-making. The idea of 𝗚𝗧𝗠 𝗧𝗲𝗰𝗵 𝗦𝘁𝗮𝗰𝗸𝘀 fits right into this vision. It also clicks with some of the stack composability trends Phil Gamache has been exploring on Humans of Martech, which I’ve been keeping an eye on. Here’s the gist: ⤷ Instead of asking clients to invest in new platforms, agencies provide campaign-specific technology as part of their service fees. ⤷ These tools, selected based on the client’s needs, plug right into their existing stack—removing the hassle of adoption or management, especially for apps used exclusively for campaigns, testing hypotheses, or achieving quick wins. ⤷ The focus shifts to what really matters: deliver the outcome, without getting bogged down by the tools, processes, or ownership details behind it. ✅ Pros: Clients get immediate access to the right tools without the hassle of implementation, training or long-term investment (this can always be done at a later stage if needed). ❌ Cons: Obviously clients become more dependent on the agency, with a potential transition needed for these tools if the relationship ends. 𝗜𝘀 𝗳𝘂𝗹𝗹 𝗼𝘄𝗻𝗲𝗿𝘀𝗵𝗶𝗽 𝗼𝗳 𝘆𝗼𝘂𝗿 𝘁𝗲𝗰𝗵 𝘀𝘁𝗮𝗰𝗸 𝗮 𝗻𝗼𝗻-𝗻𝗲𝗴𝗼𝘁𝗶𝗮𝗯𝗹𝗲 𝗳𝗼𝗿 𝘆𝗼𝘂?

We chatted with Erin Foxworthy about data sharing within Snowflake and how it's totally changing collaboration between marketing ops, data teams and business teams by enabling real-time access to data without duplication. She compares it to a Google Doc for your cloud data, like share views, control access, and let others query your data seamlessly without anything really moving. The point is also to improve efficiency, security, transforming the way businesses handle data in modern martech ecosystems. Full episode with Erin: https://lnkd.in/gx-rKViD #martech #datawarehouse #snowflake #datasharing #zerocopydata

Been thinking about something Kacie Jenkins 🎁 talked about on Humans of Martech this week that really struck a nerve... 🎯 Marketing isn't about cramming creativity into a spreadsheet. Here's a wild thing about marketing leadership: We're one of the few functions consistently asked to re-validate our expertise with numbers that don't always tell a great story or lead us to the 10x initiatives. But making those game-changing marketing moves–the ones that truly transform businesses–requires trust. You can't innovate if you're constantly defending marketing's existence or getting trapped in last-touch attribution. Instead of getting bogged down in reductive metrics, Kacie focused on building trust with key stakeholders. When her team needed to make foundational changes, they didn't just execute. They brought sales, finance, and customer experience along on the journey. Buy-in isn't just helpful. It's essential for making bold moves. ✨ This means shifting from defending marketing to demonstrating impact: ❇️ Show how you're solving real business problems ❇️ Use customer feedback to spot perception gaps ❇️ Let community insights guide strategy ❇️ Turn cold outbound into warm conversations I've seen this work firsthand. With every major initiative I've led, earning the right to take bigger risks came down to: ❇️ Getting cross-functional alignment early ❇️ Showing the direct line to business objectives ❇️ Building trust before asking for big leaps Once you've built that foundation of trust, you're empowered to pursue those transformative initiatives–the ones that start with "I think this will work because..." rather than "Here's the historical data that proves..." How do you build the trust needed to take bold marketing risks? #MarketingLeadership #BrandStrategy #MarTech

Personal goal unlocked: I got to chat with Phil Gamache and Humans of Martech about GTM measurement and attribution! We tackled every marketer's favorite questions: "What's the ROI of that" or "What's driving the most revenue for us today?". 🙂 We also covered some spicy topics: - Why we shouldn't rely on last touch attribution - How to convince leadership to rethink measurement - When you should use incrementality - How to work for a CEO who doesn’t believe in marketing - How to make the case for brand - How to hire problem-solving candidates If you're not listening yet, Phil is one of the best prepared, most thoughtful hosts out there. I'm a huge fan. I'll drop the link to my episode below!