The reality of managing a modern marketing stack is that a shaky data foundation makes every bold campaign feel like a gamble. For the teams tasked with syncing systems and reconciling messy spreadsheets, the pressure to be perfect is a constant hurdle.
The session “The confidence layer: Building data foundations marketers can trust” at the May 6th MarTech Conference brings that essential behind-the-scenes work into the spotlight.
We are exploring how robust infrastructure doesn’t just support marketing — it empowers it. Our panel of leaders will bridge the gap between technical execution and creative impact, providing a path forward to move faster and take smarter risks.
This panel discussion will feature:
- Moderator Cyndi Greenglass, president of Livingston Strategies.
- Ben Vigneron, VP of analytics at Blackbird PPC.
- Stephen Williams, CEO of Marketing Evolution.
- Josh Wilson, SVP of marketing at Whitefish Credit Union.
Navigating technical debt and alignment
As stacks grow more complex, gaps in data quality and alignment often become significant bottlenecks. This discussion tackles those challenges head-on to build a system that works for everyone, from the front-line analyst to the executive suite.
You will gain practical guidance on how to:
- Structure a unified data foundation that is accessible, reliable, and built for scale.
- Create shared visibility across marketing, sales, and leadership to drive alignment.
- Enable more effective AI and automation by ensuring the underlying data is trustworthy.
When marketing potential feels limited by back-end friction, the solution is a stronger foundation. Join us on May 6th to learn how building a “confidence layer” transforms your data into a strategic asset.
MarTech is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page’s content was written by either an employee or a paid contractor of Semrush Inc.
Mike Pastore is the Head of Content & Media at Third Door Media, the publisher of the Martech and Search Engine Land websites and the producer of the SMX and MarTech Conferences. In nearly three decades in B2B marketing, Mike has worked as an editor, writer, and marketer. He first wrote about marketing in 1998 for internet.com (later Jupitermedia). He then worked with marketers at some of the best-known brands in B2B tech, creating content for marketing campaigns at both Jupitermedia and QuinStreet. Prior to joining Third Door Media as the Editorial Director of the MarTech website, he led demand generation at B2B media company TechnologyAdvice.
