Tag Archives: project management

165: Ashley Faus: Building content that matches actual human thinking by integrating lifecycle, content and product marketing

Marketing frameworks often fail because they ignore how humans actually behave. People don’t follow neat, linear paths; they explore, double back, and leap ahead based on genuine interests. Drawing from her diverse experience across corporate communications and lifecycle leadership, Ashley exposes how artificial walls between marketing functions create dysfunction while offering a solution. More

161: Angela Rueda: Meta’s Director of Martech on build vs buy, vendor selection and hybrid stacks

Angela walked into Meta’s engineering-first culture, discovering a sprawling mess of DIY custom martech solutions, and leading the organization through a fundamental mindset shift about build vs. buy decisions. She brings us through the technical and emotional journey of aligning more than 150 stakeholders ultimately forcing them to embrace a hybrid build-and-buy approach during a pivotal merger. More

136: Benoit Leggieri: Livestorm’s Head of Growth on crafting revenue driving workflows with Customer.io

Benoit offers a behind-the-scenes look at how Livestorm’s martech stack drives growth and personalization. At its heart is Customer.io, seamlessly integrated with tools like Amplitude, Segment, and Mutiny, creating a powerful system that delivers tailored experiences while scaling effortlessly. By leveraging data-driven workflows to address user needs with precision and automating processes like product certification, Livestorm not only boosts conversions but also deepens customer relationships. More

133: Simon Heaton: Buffer’s Director of Growth Marketing on agile sprints, holdout testing and why a CRM or GA4 isn’t in their tech stack

Simon helps us explore Buffer’s martech journey, highlighting their shift from traditional tools to a product-led approach driven by data and server-side analytics. We unpack their use of Customer.io for automation and hold out testing, Redash for data insights, and their agile sprint model that fosters continuous innovation. Discover how Buffer’s small team thrives with efficient, data-driven strategies.More

129: Re: Why Martech is Actually for Engineers

Homegrown tools aren’t appealing to marketers, they’re hard to scale, most have a shitty UI and it’s not a recognisable martech tool you can add to your resume. Homegrown martech tools are even less appealing to engineers, they can’t stand the chaos of marketing. We’ll always need for cross-functional translators, disproving the claim that martech is actually only for engineers.More

128: Vish Gupta: Why simplification should come before automation if you want to avoid a Frankenstack

We touch on the pitfalls of Frankenstein stacks and the perks of self-service martech. Vish explains why martech isn’t just for engineers and highlights the efficiency of customized Asana intake forms. We also tackle the dangers of over-specialization for senior leaders. Additionally, we explore the intersection of martech and large language models (LLMs), providing insights on how to stay ahead in the evolving landscape.More