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The Martech Handbook: Build a Technology Stack to Attract and Retain Customers by Darrell Alfonso

 About the Book

Increase customer attraction, acquisition, and retention by using technology to create seamless, effective, and joined-up marketing.

It can be hard to know where to begin with the sheer number of platforms and solutions available to marketers today, as well as to use martech to its full potential.

The Martech Handbook provides a clear and step-by-step framework for understanding and selecting various forms of marketing technology to drive business value in all areas of marketing, from CX, automation, and lead management, to reporting and analysis as well as designing and orchestrating a tech stack that brings them all together.

This book also explores getting buy-in, scaling martech within organizations depending on their needs, size and budget, measurement, monitoring, and governance.

Written by an award-winning martech leader, it features case studies and examples from companies including Spotify and Amazon alongside frameworks, question checklists, and interviews with leading industry practitioners.

This is an essential resource for augmenting your marketing and achieving key objectives through leveraging technology.

About the Author

Darrell Alfonso is an award-winning marketer and martech thought leader.

He has consulted for leading companies such as GE, AT&T, and Abbot Laboratories, helping them achieve astounding business results through the strategic use of marketing technology.

Darrell launched the industry’s first professional certification in marketing operations and has trained hundreds of marketing professionals worldwide.

Darrell was named one of the top 50 marketers in the US by Propolis and is an international keynote speaker who spoke in London, Dubai, and San Francisco in 2022.

Darrell spent nearly four years leading marketing operations at Amazon Web Services before starting his current role as Director of Marketing Strategy and Operations at, the world’s number one job site.

Darrell is a top LinkedIn content creator who writes weekly martech and marketing operations tips for his more than 40,000 followers.

And, interesting fact – he enjoys binging on Netflix shows with his wife Janet, and their Pomeranian dog, Stella.

Listen to the Interview…


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