The Martech Handbook: Build a Technology Stack to Attract and Retain Customers

The Martech Handbook is a comprehensive guide to using technology to create seamless, effective, and joined-up marketing. It provides a clear framework for understanding and selecting marketing technology, explores getting buy-in, scaling martech, and features case studies and examples from companies like Spotify and Amazon.

Format: Paperback / softback
Length: 256 pages
Publication date: 03 August 2022
Publisher: Kogan Page Ltd

The power of technology in driving customer attraction, acquisition, and retention is undeniable. With the vast array of platforms and solutions available to marketers today, it can be challenging to navigate and utilize martech to its full potential. However, The Martech Handbook is a comprehensive guide that provides a clear and step-by-step framework for understanding and selecting various forms of marketing technology to drive business value across all areas of marketing, including customer experience (CX), automation, lead management, reporting, analysis, and tech stack design.

This book also delves into the crucial aspects of getting buy-in, scaling martech within organizations based on their specific needs, size, and budget, as well as measurement, monitoring, and governance. Written by an award-winning martech leader, the book features case studies and examples from renowned companies such as Spotify and Amazon, alongside frameworks, question checklists, and interviews with leading industry practitioners.

As a valuable resource for augmenting marketing efforts and achieving key objectives through technology, The Martech Handbook is an essential read for marketing professionals and executives looking to stay ahead of the curve in today's rapidly evolving digital landscape.

Weight: 388g
Dimension: 196 x 128 x 7 (mm)
ISBN-13: 9781398606449