The Martech Handbook
Build a Technology Stack to Attract and Retain Customers
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3.0 • 1 Rating
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- $34.99
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- $34.99
Publisher Description
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.
Customer Reviews
The Definitive Primer
Definitive and comprehensive in its scope. Darrell Alfonso puts in a scholarly level effort in covering all things MarTech. He captures all perspectives and interests are covered in this guide. This book provides great value for the business professional, marketing guru, and technologist alike.
The flow is well structured in how it starts at core concepts and builds upon them. The chapters resemble textbook entries as you might expect. Yet still engaging thanks to the simple examples, graphics, and explanations provided. Alfonso provides great frameworks for every step in your MarTech journey. The deep dives into each framework provide variations for each individual scenario.
Alfonso’s chief differentiator is linking the technology, a purpose, and business value together in each section. Leaving the reader with a strong grasp of the WHY of MarTech along with the advanced concepts. Alfonso’s explanation of the WHY is really about asking the right questions at every juncture.