Brenda Stoltz, President of Ariad Partners, joins the show to talk martech, strategy, and how the two are intimately interrelated — yet simultaneously separate and distinct.

As Brenda discusses, technology is a catalyst to energize everything else you want to achieve. It truly empowers marketing organizations to make clear-cut decisions, armed with massive amounts of data. But tech should never serve as a hindrance or distraction that comes before the strategy.

“Marketers can and should lead the enterprise in two areas. One, be the voice of the #customer across the enterprise. Two, be a strategic driver. Elevate #marketing to a strategic level within an organization.” — @BSStoltz #VOC CLICK TO TWEET

Show details and highlights

► (1:32) How can martech make you smarter, richer, and better? When used as a strategic function!

► (6:34) How to link marketing automation to strategy

► (7:43) Artificial intelligence provides power for innovation

► (9:22) Marketing-sales alignment must start outside of the technology

► (12:22) Marketers have a LOT on their shoulders — tech helps

► (16:03) Brenda on the future: dominance of Amazon puts impetus on e-commerce brands to get attribution right

“Savvy marketers are using #martech to bring clarity to chaos – they can automate tasks, leverage #dynamiccontent, & stay in contact w/ customers in a way that isn’t cold/inconsistent,” says @BSStoltz      CLICK TO TWEET


“The dominance of Amazon (and voice search) really means that e-commerce retailers have to understand their customer attribution models. How do new audiences find them? How are they engaging with their brands and products? I may buy something — your product — from Amazon because it’s easy, I trust them, and my login and information is already in there. You need to be able to capture that — how I got to you, found out about you, and how and why I bought it on Amazon. Much like closed loop marketing, brands need to understand the role that top-of-the-funnel channels, like social media, play in customer attribution. This is a here-and-now AND future problem as voice and Amazon are growing.”

Brenda Stoltz
President, Ariad Partners

Lindsay’s key takeaways

  • Martech can’t make poor marketing good marketing. It’s a tool, and it can help scale and bring efficiencies, plus bring you more insights and information.
  • Are you using marketing technology to analyze campaigns on a tactical level, or have you thought about it at a strategic level? How can you use AI to apply data and insights to provide personalization at scale?
  • Martech isn’t the silver bullet to suddenly mend the decades old marketing-sales alignment challenge – but it can drive accountability, consistency, and process.

Other information

How do I subscribe?

You can subscribe to Marketer + Machine in iTunes, here.

Where can I find all episodes?

To see all Marketer + Machine episode archives, click here.

Resources and links discussed

“Marketer + Machine” can be found on iTunesStitcherSoundCloud and Spotify. If you enjoy our show, we would love it if you would listen, rate, and review.

Marketer Machine

On Marketer + Machine, you will get an in-depth look at the creative, strategic, and innovative ways marketing leaders from around the world are not only acquiring but also retaining customers in today’s uber-competitive marketplace.

Listen on your favorite podcast platform:

Success stories

Our Satisfied Customers Include

Client Logo Gymshark
Client Logo
Client Logo Prettylittlething
Client Logo Samsonite
Client Logo Swissair
Client Logo Wizz Air
Client Logo Kurt Geiger

Deliver the predictable, profitable outcomes that your
business demands

Request a demo