Marketing-Consultant
Justin Dunham
Justin is an independent marketing consultant. He specializes in customer acquisition, marketing technology, and marketing analytics for enterprise software companies. He has previously led digital marketing functions at fast-growing organizations, including enterprise unicorn MongoDB and Gates…
The MarTech Minute: Cloud integrations, GDPR compliance solutions and more
Editors note: Welcome to the first edition of the MarTech Minute – our weekly highlight of news and announcements in the marketing technology space that you may have missed. We’ll be publishing this feature every Friday afternoon for easy weekend reading, the perfect way to quickly catch up on…
Better collaboration is the best martech investment you can make
Think about the dozens of channels that you have to manage for any given marketing campaign. Web, email, in-product messaging, social, press releases, media placements, display advertising, paid search and so on. And you have to think about personas. And funnel stages. Oh, and maybe localization.…
Related Content: Collaboration
Maybe the marketing funnel is dead, too — and here’s what can replace it
In my last column, I explained why you should probably stop thinking about marketing in terms of campaigns. It used to be that you created marketing collateral and could never touch it again — but digital marketing lets us constantly iterate and improve what’s out there. And if we can iterate, we…
Why the marketing campaign is dead and what should replace it
Remember WhatsApp? They built a $20 billion company — without running a single marketing campaign. As AOL co-founder Steve Case noted on Mashable: WhatsApp built its massive audience with no traditional advertising or marketing. They just created an awesome app and made it compelling enough (and…
The new marketing mandate: Learn fast
Marketing has changed. It used to be that we wrote ads, built brands, ran events and published content. But digital marketing is so much more. Everyone on your team needs to be a data analyst. Your blog manager needs to understand Google Analytics. Your product marketers need to understand who’s in…
The new marketing mindset
I’ve said before that robots are the gatekeepers to your customers. And by “robots,” I really mean “software.” Consider this: Algorithms run Google’s search rankings, and they decide what users see on Facebook and Twitter. Marketing automation systems let us build engines to distribute content to…
Robots are the gatekeepers to your customers
I have bad news for anyone trying to market to me. There’s a high probability I don’t see your emails. You might have the perfect solution for a problem I didn’t even know I had. But you’re probably ending up in the Promotions tab in my inbox, which I never check. All the money you spend on search…
Making martech usable
There are 5,000 different technologies in the Martech Landscape. And those are divided into over 50 different categories. It’s a lot to deal with: analytics, web technology, CRM, marketing automation and many, many other types of marketing technology. Within a marketing technology stack, you can…
Related Content: Martech
Hey Santa, here’s our 2016 ‘Marketing Naughty & Nice’ list
Even a Jewish guy like me knows that Santa — trying like everyone else to satisfy his customers — can barely keep up. Like many of us, he’s awash in data — from social networks, web browsing trails and the particulars about that time when so-and-so helped the old lady cross the busy street or when…
Is your marketing team effective? A 5-question test
Come back with me to the year 2000, when the Y2K bug was a recent memory, and the phrase “rockstar developer” was still being used without irony. Joel Spolsky, a software engineer who would go on to found Trello and Stack Overflow, published a 12-step test to help determine the quality of a software…
The MarTech Minute: HYPR launches DMA tool, DMS enhances Sparkroom and more
It’s a busy week in martech. We’re seeing new products, partnerships and a slew of executive hires. Martech in Motion Selligent reveals new AI offering The marketing cloud announces the release of Selligent Cortex, a natively built AI-powered predictive analysis tool. The company says it will…
