The world of martech stacks from a B2C brand, B2B company & agency perspective

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The ever-growing landscape of marketing technology, and the buildup of new channels, is resulting in an astronomical consumption of marketing technology, says CabinetM founder and CEO Anita Brearton.

The marketing technology veteran made the comment from the stage at this year’s MarTech Conference in Boston. Brearton was the moderator for the “Insights from Inside the Marketing Stacks of Red Wing Shoe Co., iCrossing and Entuity” panel.

“When constructing this panel, I wanted to look at martech stacks from three different perspectives,” says Brearton.

To offer a varied look at the how martech stacks are being built, and the challenges within, Brearton invited Jeff Harvey, the director of marketing technology for the consumer brand Red Wing Shoe Co., Laurie Klausner, vice president of worldwide marketing for Entuity, a data analytics platform for enterprise networks, and Shiva Vannavada, CTO of iCrossing, an international digital marketing agency with more than 900 employees.

While the three executives shared insights they’ve gleaned from building marketing technology infrastructures, Brearton was able to offer a broad look at how companies are building out their martech stacks.

[Read the full article on MarTech Today.]

About The Author

Amy Gesenhues is Third Door Media’s General Assignment Reporter, covering the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including,, and Sales and Marketing Management Magazine. Read more of Amy’s articles.


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