What is “martech”?
A solid definition of “martech” from marketingland.com is as follows:
Martech is the blending of marketing and technology. Virtually anyone involved with digital marketing is dealing with martech, since digital by its very nature is technologically-based.
I have no issues with this definition; however, for purposes of DGM Camp, we will focus on three specific words in the definition: “dealing with martech”. In my (too) many years in high tech product development and marketing, I have implemented and seen implemented dozens of different technologies. Anytime any organization implements any technology solution, the place where the rubber meets the road of that solution is the end users.
You can implement Salesforce as your CRM all day long, but if the salespeople don’t use it — and use it properly — then it’s a lot of money and time wasted. In our digital age, marketing is done with technology. That means software products. That means people have to know how to use those software products, and use them properly and confidently to get the desired results.
That’s why, for 5 very intense days, we are going to focus on using MarTech software tools. We’re going to stand up a WordPress website. We’re going to setup a Mailchimp email list with forms on that WordPress website. We’re going to setup a Hubspot CRM to capture prospect data. We’re going to create and test multiple landing pages using Instapage,Unbounce, and Optimizely that our prospects will reach by clicking on links that contain UTM parameters. Then we’re going to track our prospects’ activity from the ads we create on Facebook, Twitter, andAdwords through our landing pages and through our WordPress website by using Google Analytics.
Over the top of all this tech, we’re going to gain a strong understanding of branding and the marketing funnel.
At 5pm on Friday, April 29th, a group of digital marketers will have completed a grueling week of learning-by-doing, and take serious MarTech knowledge and hands-on experience back to their organizations. It is our goal to adjust marketingland.com’s definition of “MarTech” ever so slightly to this:
Martech is the blending of marketing and technology. The most qualified marketers involved with digital marketing know how to use the martech tools for their organization, since digital by its very nature is technologically-based, and technology by its very nature is user-based.
Will you join us in our 5-day adventure in marketing technology?