Good morning {FirstName}, is martech at the core of your team’s marketing? 

In digital marketing, martech is the cornerstone of nearly everything we do. The ways in which we create meaningful connections with customers using marketing technology have grown from being experimental to becoming foundational. The divide between technology and tactics is narrowing, leading us to embrace the idea that martech is marketing.

From the CRMs that house our client data to the design software that powers our creative, martech has become a vital component of marketing execution, and we wouldn’t be able to do our jobs without it.

Interested in diving into martech’s role in marketing a bit more? Our own Jennifer Cannon will be hosting a webinar discussion with MarTech Conference chair Scott Brinker on August 15: Martech is Marketing: A Live Q&A with Scott Brinker.

There’s much more to read below, including a Pro Tip on how PPC campaigns can add value to the customer experience with curated landing pages, and more. 

Taylor Peterson,
Deputy Editor

Pro Tip

Create a highly curated user experience in your campaign

“PPC ads allow your company to tailor people’s experience with your brand by directing them to curated pages on your site. This is especially true when you couple a paid campaign with dedicated landing pages,” explains Grayson Kemper of Clutch. “These pages provide an opportunity for your business to expand on the message you convey through your search ads and provide additional information about your company and explain your core value proposition. People who conduct a search about a company or service express some degree of purchasing intent. Your business can capture and extend that intent through search ads targeted to engage search audiences and corresponding web pages designed to elaborate on your company’s offerings and value.”

Learn More »


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On the Move

Kia gets a new marketing lead and Sesame Street hires a new CMO

Kia Motors has named Russell Wager director of marketing operations. Wager will oversee advertising media, partnerships and other marketing activities for the car maker and report to the COO Michael Cole. “Russell Wager is a tremendous addition to our marketing leadership team and his work alongside his new colleagues will contribute greatly to the achievement of our ambitious goals,” said Cole. Prior to joining Kia, Wager was the North American marketing vice president for Mazda. 

Samantha Maltin has been recruited by Sesame Workshop as its new CMO. She will oversee global brand management, consumer engagement, social media and brand creative for the nonprofit media and education organization behind Sesame Street, and will report to COO Steve Youngblood and President of Social Impact and Philosophy Sherrie Westing. “Her [Maltin] broad marketing expertise and deep consumer brand experience is the ideal combination for Sesame Workshop during this moment of exciting growth and innovation for the organization,” said Youngblood. 

The online education platform Varsity Tutors has hired Adam Weber as CMO and Mike Dierken as CTO. The company said the two new C-suite hires will help Varsity Tutors bolster its presence in the edtech market. “Adam and Mike’s experience in reaching the audiences of massively successful brands will be an enormous asset to our team,” said CEO Chuck Cohn. Weber was the former CMO for Dollar Shave Club and Dierken comes to Varsity Tutors from McKinsey and Company and Amazon. 

What we're reading

We've curated our picks from across the web so you can retire your feed reader

How Marketing Strategy Drives Customer Retention – Forbes

TikTok Appears to Be Experimenting With a Bunch of Instagram-Like Features – Gizmodo

Nintendo gobbles up summer ad impressions – VentureBeat

Neurological evidence shows halo effect for mobile ads from surrounding content – Marketing Dive

Amazon Offers Sellers a Leg Up, With a Catch – Wall Street Journal

Amazon’s updated suspension policy still has sellers worried – CNBC