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What Exactly is Marketing Technology? Talkin’ MarTech with Laura King

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Abigail Gleason
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Howdy, folks! Today we’re talking about marketing technology and all that it entails. We spend a lot of time bragging on our team and talking about how much we love working together, so we’ve decided that rather than me giving you the bird’s eye view of marketing technology at Nu, we’d get the nitty-gritty straight from our own MarTech whiz, Laura King!

What exactly do you do for Nu regarding marketing technology?

Develop and execute all tasks related to either the Hubspot platform or any other piece of technology we use for marketing, ensure that the implementation of technology delivers our client’s marketing goals, and stay on top of changing marketing technology trends in order to understand the value of new technologies and how they can be beneficial for our clients.


Laura honed her MarTech expertise by taking online classes, refreshing her training with webinars, and constantly researching new products, shifting trends, and the latest innovations. I think she’d back me up if I said you’ve got to be down for continuing education and embrace constantly learning to be a successful marketing technology specialist.

Is there a typical day for you at Nu or do they all tend to look a bit different?

Every day is a different day. I am constantly managing different accounts to ensure that the implementation of technologies continues to deliver our client’s marketing goals.

How would you explain “marketing technology” to a toddler? Give the simplest definition you can come up with.

Tools that make life simpler for marketers.

Okay, now give me your real definition of marketing technology!

Marketing technology refers to a variety of tools that are used by marketing teams to streamline difficult, time-consuming, and repetitive tasks to help achieve marketing goals and objectives. Also, it provides you a deeper insight into the ROI of your marketing efforts. Overall, marketing technology makes organizations more efficient and effective.


See why I asked for the “toddler’s” definition first? Essentially, it’s any software application that helps marketers, well, market more efficiently.

We talk a lot about Hubspot. Give me the “Hubspot for dummies” definition?

Hubspot is an “all-in-one inbound marketing software” that provides a comprehensive set of tools to help businesses make strategic decisions to grow traffic, convert leads, and improve ROI. Hubspot CRM is a platform that provides the tools to generate more leads, increase revenue and exceed customers’ expectations.


*Wink, wink. Nudge, nudge.* Hubspot is a staple piece of MarTech here at Nu.

What are some examples of marketing technology that we use at Nu? How do they help us specifically?


  • CallRail: An app that tracks calls from different sources (search, digital, PPC, and offline sources). It allows us to evaluate which marketing strategies are performing well and which are not achieving satisfactory ROI. Based on the data we collect, we can optimize current and future marketing efforts to better qualify leads, increase sales and improve customer service.
  • MailChimp:
  • Hotjar:

Keep in mind, there are many more tools out there that might work for your organization. These are just a few of Laura’s favorites. It’s not really hard to see why people geek out so much over new marketing technology when you realize just how much of an impact certain applications and software can have on your marketing efforts.

What are some ways marketing technology can benefit our clients?

It helps us gain a better understanding of your customers and prospects, streamline processes through automation to ensure cost-minimization and greater efficiency, and gather useful data to make real-time marketing decisions.

Hey, did you catch that? Cost-minimization, greater efficiency, and real-time marketing decisions. That’s a BIG deal.

How does your job impact or overlap with other departments at Nu?

The implementation of different technologies allows me to gather data that is important to other departments as it supports our overall marketing strategy and goals for each client.


This was sort of a trick question because Laura’s job touches everyone at Nu. From the content writers to the CEO, no one here could be as good as we are without the technology that’s available to us. Rather than scoff and roll our eyes like a bunch of ol’ Luddites, we’ve embraced that MarTech is making us smarter and more capable marketers.

What’s your least favorite thing to do as part of your job?

When I put a lot of time and effort into a project and I run into technical difficulties. There are a lot of things you can't control with technology.


“There are a lot of things you can’t control with technology.” I hear you, sister. My Google doc spontaneously reloaded at least three times while I was writing this and I wanted to drop kick my laptop through the roof. Sheesh.

What’s your favorite thing to do as part of your job?

Learning and exploring new tools that could help solve and improve any challenges that our clients may have.


Remember when I said learning was a vital part of the MarTech gig? Laura, YGG. On a more serious note, MarTech is evolving every day. The same things that make it challenging make it rewarding and exciting, particularly when you get to see how technology directly influences the growth of your business. With so many new applications on the up and up and longtime industry darlings constantly delivering innovative solutions, the time is ripe to get savvy with marketing technology, because it’s not going anywhere, folks.


As fun as it was to chat with Laura K. for this post, we can’t dish out all of our expertise in a blog post. Instead, we’d love to see an invite to a discovery call pop up in our Google calendar. This is a no-strings-attached chat with someone on our team about what kind of marketing solutions you’re looking for and whether or not we’re the right team to deliver them.

Choose a time to chat.


If you’re interested, you should know that your discovery call is on the house regardless of what you decide to do afterward. Schedule a follow-up meeting? That’d be fine. Play a round of golf? Good luck! Go to the zoo? Take a photo of the kangaroos, will you? Really, it doesn’t matter.

We’re around if you’d like to chat, and we’ll pretend we aren’t offended if you don’t. (Actually, we won’t even know, will we? So, no harm, no foul.)


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