Marketers regularly use over 100 software programs

Ambient Marketing Software

A lot of people look at my marketing technology landscape graphic and protest, “There’s too damn much software in marketing!” To many, it’s inconceivable that a marketer would ever be able to manage working with more than a handful of software products — and ideally, they’d work with just one. But I believe this overlooks […]

The revolution will not be advertised: HubSpot files for $100 million IPO

Dharmesh Fireside Chat at MarTech

This week, HubSpot filed for a $100 million IPO. As a “marketing technology” story, that’s remarkable enough at face value. There have been only a handful of pure martech companies that have made it from a start-up dream to a publicly-traded company. It’s an extraordinary accomplishment in a crowded space. Their IPO will provide further […]

Could Google be the ultimate marketing cloud company?

Google Across the Marketing Technology Channel

Pop quiz! Write down the names of three multi-billion companies who either provide a “marketing cloud” today — or are potential contenders in that space over the next few years. Done? I’ll bet you a beer at MarTech that there was one company who wasn’t on your list: Google. (Okay, be honest: they wouldn’t have […]

Tag management software as marketing middleware

Build Your Own Marketing Cloud with Tag Management

Tag management, at its core, is a relatively straightforward marketing technology — but one that has taken on new life with the rise of the home-grown, heterogeneous marketing cloud. First, a brief orientation on tag management: Many marketing software applications require marketers to insert little snippets of code — “tags” — into their web pages […]

The Golden Age of Marketing Software (video)

Scott Brinker @ The Next Web

A couple of months ago, I was honored to be invited to present at The Next Web Conference in Amsterdam. I gave a 19-minute, TED-style talk on “The Golden Age of Marketing Software” — a whirlwind overview of the marketing technology landscape, the dynamics of marketing as a technology-powered discipline, and the rise of the […]

Ridiculously biased in favor of open marketing platforms

Benefits of Open Marketing Platforms

On the topic of “open marketing platforms” — foundational marketing software systems that make it easy to plug in or connect with other marketing applications built by third-parties — I admit that I’m thoroughly biased. As an industry observer, I’ve staked my prognostication badge on the case for consolidated platforms and diversified ecosystems (2012), the […]

Adobe embraces open model for its Marketing Cloud too

Adobe Marketing Cloud Exchange

The battle of the marketing clouds is heating up. Last month Oracle announced its unified Oracle Marketing Cloud, and yesterday IBM introduced ExperienceOne — both massive visions of how all the different acquisitions they’ve made in the marketing space will be stitched together into more cohesive offerings. But with all these proclamations of marketing technology […]

Boom! Marketo ignites the real marketing platform wars

Marketo Goes Platform

My fellow marketing technology enthusiasts, mark this week in your journals. Here at their Marketing Nation Summit in San Francisco, Marketo just triggered a major inflection point in our industry. First, let me set the stage for the significance of what they’ve done. For a number of large companies assembling marketing “suites,” the narrative they’ve […]

What if 1,000+ marketing technology vendors were the new normal?

50 Year Trajectory of Hardware and Software

Overcrowded. That was probably the most common remark to my latest marketing technology landscape. Well, aside from more colorful exclamations that decorum prevents me from repeating. And the truth is that this graphic, even with nearly 1,000 companies represented, was far from complete. There are hundreds of great companies that weren’t included: AppNexus, AdColony, Addroid, […]

Marketing Technology Landscape Supergraphic (2014)

Marketing Technology Landscape Supergraphic (2014) Thumbnail

The short version: the above graphic is the latest incarnation of my marketing technology landscape supergraphic (click for a high-resolution 2600×1950 version, 4.7MB). It represents a whopping 947 different companies that provide software for marketers, organized into 43 categories across 6 major classes. A high-resolution PDF version is also available (14.3MB). Please feel free to […]