The martech handbook: Build a technology stack to attract and retain customers

Summary: Create and manage a powerful marketing technology stack that will add value and connect all key areas of marketing, with this jargon-free and easy-to-follow guide. 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.

Content:

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