April 2016 - Chief Marketing Technologist

What do enterprise marketers really think about marketing tech?

April 29, 2016 / Marketing Management / By Scott Brinker / Leave a Comment

The following is a guest post by Tony Byrne, founder of Real Story Group, a research and advisory firm that covers marketing technology. The past several years have been exciting times for the digital marketing industry, with major marketplace expansion, ample M&A activity, and fresh understanding about how MarTech should work in the future. What’s less well known is the state of customer adoption of marketing toolsets. Real Story Group recently surveyed nearly 100 enterprise …

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Marketing Technology — State of the Union

Matrixed marketing tech: Delphic Digital’s winning Stackie

April 26, 2016 / Marketing Software / By Scott Brinker / 1 Comment

The following is a guest post by Kevin Hanley of Delphic Digital. Delphic Digital was one of the five winners of the 2016 Stackies Awards at MarTech, and we invited them to share the rationale behind their marketing technology stack. Is there anything more exciting than the 2016 MarTech conference in San Francisco? Maybe, but for the purpose of this blog post, let’s go with “no.” Mark Patten (shown in photo) and I attended the …

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Delphic Digital Marketing Technology Stackie

Did Morgan Stanley just kill the single-vendor marketing suite?

April 24, 2016 / Marketing Software / By Scott Brinker / 16 Comments

A friend forwarded me a report, titled “Software Is Eating the CMO Suite,” that was shared by Morgan Stanley at the Ascendant Network event for digital marketers in New York earlier this month. The most striking piece of data in the report, at least to me, was the chart above. Out of the 88 participants in this survey conducted by Digital Ascendant — which I’m assuming is drawn from their network of CMOs and senior …

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Only 9% of Marketers Think a Single Marketing Technology Vendor Is Very Important

McKinsey Digital Leader: The Journey Wins, Not The Tech

April 20, 2016 / Marketing Management / By Scott Brinker / 1 Comment

David Edelman is the global co-leader of McKinsey Digital, Marketing & Sales at McKinsey & Company and one of the world’s leading experts in digital transformation. I was thrilled that he was able to join us as a keynote speaker at MarTech last month. Here’s a video of his presentation, The Journey Wins, Not The Tech, which I thought was one of the most insightful and inspiring at the event: Thank you, David!

David Edelman Presenting at MarTech 2016

The 5 C’s model of Acrolinx’s award-winning Stackie

April 19, 2016 / Marketing Software / By Scott Brinker / 1 Comment

The following is a guest post by Steve Rotter, CMO of Acrolinx. Acrolinx was one of the five winners of the 2016 Stackies Awards at MarTech, and we invited them to share the rationale behind their marketing technology stack. The 2016 MarTech conference was truly amazing, and we were honored — and pleasantly surprised — to receive a Stackie award. With so many great technologies, and ways to represent how they fit together, we had …

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Acrolinx Marketing Technology Stack for the 2016 Stackies Awards

Storytelling and data: when beautiful metrics can’t beat words

April 13, 2016 / Marketing Data / By Scott Brinker / 4 Comments

The following is a guest post by Sergio Maldonado, founder and CEO of Sweetspot Intelligence. Family storytelling die-hards may have heard of Bill Gordh, an award-winning, banjo-playing storyteller that has performed with the New York Philharmonic as well as at the White House Easter Egg Roll. He has also traveled extensively around the world. I had the opportunity to attend one of Bill’s storytelling workshops a few weeks ago. Although he did not go into …

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The buzz around account-based marketing at MarTech

April 11, 2016 / Marketing Software / By Scott Brinker / 3 Comments

The following is a guest post by Bertrand Hazard of TrustRadius, who attended MarTech last month. He and the TrustRadius research team interviewed a number of vendors exhibiting there about their perspective on “hot” categories within the marketing tech landscape. Account-based marketing (ABM) was one of the biggest topics at the MarTech conference. Nearly every exhibitor featured a reference to ABM, and many of the presenters touched on the trend as well. Across software categories …

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Dark martech: the great mass of homegrown marketing technology

April 7, 2016 / Uncategorized / By Scott Brinker / 5 Comments

The following is a guest post by Seth Ulinski, senior analyst at TBR, talking about the phenomenon of “dark martech” — all the marketing technology that companies build themselves internally. This is one of the first studies I’ve seen that has attempted to quantify it. There is no shortage of marketing technology (martech) solutions available to CMOs and their staff today. The number of vendors providing everything from point solutions to robust enterprise marketing clouds …

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Dark Martech: Homegrown Marketing Technology

5 major themes from MarTech with big implications for marketing

April 6, 2016 / Marketing Management / By Scott Brinker / Leave a Comment

It’s been two weeks since MarTech in San Francisco, and I’m just now catching up enough to write down my thoughts about the event. First and foremost, a heartfelt thank you to everyone who was a part of this conference — attendees, speakers, sponsors, moderators, staff, and the producers behind it all, Third Door Media. I am so grateful to have shared this experience with you. It was a whirlwind of a conference — a fully …

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Welcome to MarTech: The Marketing Technology Conference

Marketing tech landscape in 2045 will consolidate to one logo

April 1, 2016 / Marketing Software / By Scott Brinker / Leave a Comment

I know I’ve sworn off of making predictions in the dynamic marketing technology space, but I’m going to make a big one today: the marketing technology landscape supergraphic for 2045 will contain only a single logo. I know, I’m not the first armchair analyst to suggest that there will be massive consolidation in the marketing technology landscape — despite the empirical evidence to the contrary that has consistently foiled that claim for the past 5 …

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