Marketing Technology Platforms

A comprehensive, strategic guide to navigating the increasingly complex Martech landscape.

With over 14,000 marketing technology (martech) platforms on the market today, it can be overwhelming for marketers to identify the right tools to meet their needs. The martech landscape is evolving rapidly, driven by fast-growing consumer expectations and the increasing digitization of businesses, as well as the rise of AI-based tools and solutions. Companies must navigate an ever-changing environment while delivering seamless customer experiences and improving operational efficiency. Marketing Technology Platforms: Strategy, Evaluation, and Implementation is designed to help marketers strategically evaluate, implement, and optimize martech solutions, providing a roadmap to navigate this complexity and maximize business outcomes.

The book is organized to guide readers through the entire martech ecosystem, including:

• An introduction to marketing technology and its evolution

• Deep dives into customer data, content and campaign delivery, and measurement

• Exploration of AI's role in martech, including predictive analytics and automation

• A comprehensive martech evaluation framework and a step-by-step guide to building a tailored martech roadmap

• Best practices for successful adoption, integration, and continuous improvement of martech solutions

By the end of the book, readers will gain the skills to assess their current martech stack, understand the essential tools for today’s digital environment, and implement a strategy that meets their organization’s needs. Marketers will also learn how to drive innovation, foster cross-functional collaboration, and develop an agile approach to martech adoption that sets their businesses apart in a competitive landscape.

With over 25 years working in marketing technology, Greg Kihlström has led efforts to modernize marketing technology stacks in Fortune 50 and smaller companies. He has worked inhouse at companies, owned and managed a digital experience agency, and most recently works with Fortune 1000 companies on marketing technology initiatives that invariably require a focus on determining return on investment (ROI) and measurement of the meaningful metrics that drive investment decisions in the areas of marketing and customer experience.