Brand + Growth
Martech
Background
Martech, or marketing technology, refers to the use of technology to improve and streamline marketing efforts. This can include various tools and platforms such as CRM, automation software, analytics, and social media management. Martech allows marketers to collect and analyze data, automate repetitive tasks, and reach and engage customers more effectively. It will enable companies to create more personalized and effective marketing campaigns and to measure and optimize their performance in real-time. The Martech industry is rapidly evolving, becoming essential to modern marketing strategy. It enables businesses to understand their customers better and deliver more relevant, personalized, and effective marketing campaigns.
As a performance and brand marketer with extensive experience with Martech, I've had the opportunity to evaluate and work with promising startups that have eventually become category leaders. My journey in Martech began during my early days at Oversee, where I worked closely with engineers to build in-house marketing technology solutions. At that time, the variety of Martech providers that exist today did not yet exist, and we resorted to developing our solutions from scratch. This experience gave me a unique perspective on the industry and an understanding of the importance of technology in modern marketing.