| Good morning Marketer, how has your martech role changed throughout the pandemic? Across just about every industry, brands and organizations have had to make massive pivots to deal with shifting priorities brought by COVID-19. In the martech world, that means record demand for some companies ā while others have seen business grind to a halt. āWhen the pandemic broke out we saw people freeze in place and being asked not to spend money so there was not a lot of technology activity going on,ā said Anita Brearton, CEO of CabinetM during a recent episode of Martech Live. Overnight digital transformations made certain marketing tactics obsolete. Direct mail, for example, was experiencing a resurgence in the B2B world until remote work ended corporate mailing. Corporate IP addresses have also become less relevant, challenging marketers to wrangle new data and identify emerging behaviors that didnāt necessarily exist before. How does it all impact your work as a marketer? Watch the full MarTech Live replay with Anita Brearton, where she discusses the role of marketing operations during the COVID pandemic. Take care, Taylor Peterson,
Deputy Editor | 