Strategic insights on marketing technology architecture, email deliverability, and building composable marketing technology stacks that avoid vendor lock-in and enable operational flexibility.
These articles explore the principles, practices, and strategies for architecting marketing technology infrastructure that scales with your business and adapts to changing market conditions.
Vendors
MarTech Vendors
Searchable, sortable list of marketing technology vendors. Columns: name, category, website, headquarters, founded, employees, description, tags, last updated. Links to vendor detail.
Conferences
MarTech Conferences
Industry and vendor conferences in one place: The MarTech Conference, Adobe Summit, Salesforce Connections, INBOUND, Braze Forge. Filter by type, sort by date, with links to official sites.
AI
Embrace AI
A MarTech sub-space focused on AI operating models, workflow design, and the emerging role of marketing engineering in the age of agentic systems.
MarTech
Marketing User Flags: Store Facts, Not Decisions
Why flags like is_new_customer cause accidental sends and data sprawl, when flags are still necessary, and how to send user facts in the event payload instead.
MarTech
Launching a Journey in Braze vs Salesforce Marketing Cloud: A Product Waitlist Example
One waitlist form, two platforms: an API Event and a data extension in SFMC versus a custom event and a Canvas in Braze, step by step.
MarTech
Marketing Eventing: Evolving Marketing Triggers
Systems publish facts, marketing decides what to do. Event contracts, transactional sends, AI decisioning and a path off triggered sends.
Interactive lesson
Liquid 101 for Braze: Lesson, Cheat Sheet and Playground
Learn Liquid as Braze uses it with live, editable examples, a cheat sheet and graded exercises, including catalogs and Connected Content.
Interactive lesson
AMPscript 101: Lesson, Cheat Sheet and Playground
Learn AMPscript for Salesforce Marketing Cloud with live, editable examples, a cheat sheet and graded exercises.
MarTech
Object Oriented Marketing: What SFMC and Braze Teach Us About the Next Engagement Platform
Salesforce is buying Braze. Table-oriented SFMC versus object-oriented Braze: APIs, data flow, pain points, and why marketing teams should own their objects instead of their suite.
Lifecycle
Let Data Run the Lifecycle. Let Humans Inject the Ideas.
Scale a lifecycle program by scaling the operations behind it: data and models compile what works, humans introduce new ideas and content, and the team is built around that split.
AI operations
Agentic Architecture for a Multi-Domain Operations Platform
How to run a multi-domain operations platform as bounded Cursor agents: Manager, Architect, domain owners, policy-as-code, and CI as the second gate.
MarTech
The Perfect MarTech Stack
Exploring the concept of a composable, headless marketing technology stack that avoids vendor lock-in through abstraction. Learn how to build a modular architecture that gives you the freedom to choose best-of-breed solutions and scale operations independently.
MarTech
Migrating From a Marketing Suite to a Composable Stack
How to migrate an organization out of an all-in-one marketing suite into a composable stack. Build the abstraction layer first, phase the work, and de-risk with parallel runs—with the right team and governance.
MarTech
Why Reverse ETL Is Quietly Replacing Traditional Marketing Data Pipelines
Reverse ETL moves data from the warehouse to activation tools—replacing DAGs and custom pipelines so ops and lifecycle can own data flow and spend more time on design and optimization.
MarTech
The Perfect MarTech Team
Guidance on assembling and structuring a marketing technology team capable of managing complex, modular infrastructure. Learn about the multidisciplinary skills and strategic thinking required to build and maintain a cohesive technology ecosystem.
Email Marketing
Understanding Spam Traps
Learn what spam traps are, why legitimate companies hit them, and how to prevent spam trap hits to protect your email deliverability and sender reputation. Includes strategies for list hygiene, validation, and remediation.