Scott Brinker, Author at Chief Marketing Technologist

Breaking through the noise getting harder? Here’s one marketing channel that’s getting more effective

June 15, 2023 / Marketing Management / By Scott Brinker / Leave a Comment

To regular readers, it’s no surprise that I’m bullish on ecosystems. I’ve long advocated that platform ecosystems solve many of the challenges of an ever-changing, highly-diversified martech landscape. It’s also what I focus on at HubSpot, with the company’s ecosystem of technology partners. (So, yes, I’m biased. But that doesn’t mean I’m wrong.) In my post earlier this month, I explained why platform ecosystems are powerful as an engine of innovation. Today, I’d like to …

Breaking through the noise getting harder? Here’s one marketing channel that’s getting more effective Continue Reading »

Partners Becoming More Effective As A Channel

The key point of Google’s “we have no moat” memo on generative AI is that ecosystems are the moat

June 4, 2023 / Marketing Software / By Scott Brinker / Leave a Comment

A few weeks ago, an internal memo from Google (or so it was claimed) was leaked that warned, “We have no moat.” Allegedly, it was written by an AI researcher at the company who was explaining how the real competitive threat to Google’s generative AI initiatives wasn’t OpenAI. It was open source communities. If you want to understand the enormous power of ecosystems — and if you’re in martech, this may be the most important topic …

The key point of Google’s “we have no moat” memo on generative AI is that ecosystems are the moat Continue Reading »

Three pillars of The New Automation Mindset, for an age when anyone can automate anything with AI

May 11, 2023 / Marketing Management / By Scott Brinker / Leave a Comment

I’m excited to announce a new book coming out this summer, The New Automation Mindset: The Leadership Blueprint For An Age When Anyone Can Automate Anything With AI. Written by Vijay Tella, CEO of Workato, with contributions by Massimo Pezzini and myself, it offers a framework for harnessing automation as an engine of innovation, not merely efficiency. When you think of automation, what comes to mind? Most people would say automation is having a machine …

Three pillars of The New Automation Mindset, for an age when anyone can automate anything with AI Continue Reading »

The New Automation Mindset: The Leadership Blueprint For An Age When Anyone Can Automate Anything With AI

36 illustrated and insightful martech stacks from the 2023 Stackie Awards

May 3, 2023 / Marketing Software / By Scott Brinker / Leave a Comment

I hope you had a wonderful #MartechDay yesterday. It’s one day a year — the first Tuesday in May — to expressly celebrate all the amazing martech and marketing operations pros who make marketing work behind the scenes. I spent yesterday in our online Best of Breed Marketing Summit. We had 20+ sessions from top marketing and martech leaders — and you can still catch most of them on-demand here for the next couple of weeks. …

36 illustrated and insightful martech stacks from the 2023 Stackie Awards Continue Reading »

2023 Martech Stackie Awards: 36 Illustrated Martech Stacks

2023 Marketing Technology Landscape Supergraphic: 11,038 solutions searchable on martechmap.com

May 2, 2023 / Marketing Software / By Scott Brinker / Leave a Comment

Happy #MartechDay to you! Today during our virtual Best of Breed Marketing Summit — you can still catch sessions on demand for this next week — Frans Riemersma and I released the 2023 edition of the marketing technology landscape. You can download a hi-res slide of the landscape or even a super hi-res PDF. But the best way to dig into the landscape is to use the free interactive version on martechmap.com. It perhaps comes …

2023 Marketing Technology Landscape Supergraphic: 11,038 solutions searchable on martechmap.com Continue Reading »

Martech Map: Marketing Technology Landscape 2023

From #MartechDay to a European martech tour, May will be martech-tacular

April 28, 2023 / Marketing Management / By Scott Brinker / Leave a Comment

Okay, so martech-tacular isn’t a word. It isn’t even a very good portmanteau. But it’s what I’m feeling as I prepare for a full month of spectacular martech adventures. The 1st Tuesday in May is Officially #MartechDay First up is the brand-new Best of Breed Marketing Summit that Frans Riemersma and me are hosting on #MartechDay, Tuesday, May 2. If you haven’t yet signed up for this free event, register now. It’s a full day …

From #MartechDay to a European martech tour, May will be martech-tacular Continue Reading »

Exploring the 2nd order effects of generative AI in marketing and martech

April 24, 2023 / Marketing Software / By Scott Brinker / Leave a Comment

What an amazing time to be working in marketing and martech! Our entire industry is blossoming like the wildflower “super bloom” happening in California this spring, fed by the rain, rivers, and sunshine of generative AI, universal cloud data warehouses, and software composability. There’s literally gold flowing down from the mountains in California — and figuratively from the rush of AI-powered innovation flooding the Valley. Before I forget: don’t miss the opportunity to catch 21 …

Exploring the 2nd order effects of generative AI in marketing and martech Continue Reading »

Marketing ops careers are good today — and likely to get much better; here’s the latest data on these roles

April 15, 2023 / Marketing Management / By Scott Brinker / Leave a Comment

If you’re working in marketing operations, life is probably pretty good. 74% of marketing ops pros say they’re somewhat satisfied or extremely satisfied in their roles. Over half have been promoted or taken new jobs in the past year. And on average, they make about 25% higher salaries than other kinds of marketers in their organizations. Not bad for a role that used to be considered the “island of misfit toys” a decade ago. Our …

Marketing ops careers are good today — and likely to get much better; here’s the latest data on these roles Continue Reading »

Responsibilities for Marketing Operations and Martech Pros vs. General Marketers

How big is your tech stack, really? Here’s the latest data…

April 5, 2023 / Marketing Software / By Scott Brinker / Leave a Comment

It’s springtime, in the Northern hemisphere, and tech stacks are blooming. Zylo, a SaaS management platform that manages over 30 million SaaS licenses for its customers — more than $30 billion in SaaS spend under management — just released their 2023 SaaS Management Index report. It shares aggregate statistics across all of their customers’ SaaS tech stacks. Importantly, this is not survey data, where people guess how many app jellybeans are in their tech stack …

How big is your tech stack, really? Here’s the latest data… Continue Reading »

SaaS Stacks Size and Cost for Martech and More

Holy $#!&, two major martech disruptions just collided together: AI and composability

March 30, 2023 / Marketing Software / By Scott Brinker / Leave a Comment

At the start of the year, I predicted 2023 would be a chaotic year for martech — yet the start of a truly massive wave of growth for the industry. My inner critic argued that sounded a tad hyperbolic, which is not my usual schtick. But I assuaged my own skepticism by noting that such disruptive growth would ramp up over a period of several years. It wasn’t like this stuff was going to change …

Holy $#!&, two major martech disruptions just collided together: AI and composability Continue Reading »

Scott Brinker