Scott Brinker

Marketing technology utilization takes a major swing upward

October 13, 2016 / Marketing Management / By Scott Brinker / 2 Comments

Good news! Marketing technology — as a sector and a discipline — is starting to mature. “Massive vendor consolidation?” you might ask hopefully. Well, not necessarily — at least not in aggregate. I’ll let you know if we’ve finally passed peak martech (as I not-quite-predicted last year) once I start working on the 2017 version of the marketing technology landscape. But ancedotally, I continue to learn about new marketing technologies every week. In computer science …

Marketing technology utilization takes a major swing upward Continue Reading »

Odds are your marketing stack is way bigger than you think it is

October 3, 2016 / Marketing Software / By Scott Brinker / 2 Comments

As a rule of thumb, people wildly underestimate the number of marketing technologies they have deployed in their organization — sometimes by a factor of 2X, sometimes by a factor of 10X or more. “We use 2-3 marketing technologies,” they might answer in a survey, when in truth, they use more like 20-30 products from the marketing technology landscape. It’s completely understandable, of course, as marketing technologies are not weighted equally. Executives naturally remember the …

Odds are your marketing stack is way bigger than you think it is Continue Reading »

Marketing technology stacks on your website

Everybody has a plan — until they get digitally disrupted

September 27, 2016 / Marketing Management / By Scott Brinker / Leave a Comment

The rock singer Jim Morrison once said about life, “Nobody gets out of here alive.” As the world continues its digital metamorphosis, we could riff on that: “Nobody gets out of here undisrupted.” Digital will disrupt your business. Odds are, it will happen sooner, faster, and to a far greater degree than you dare to imagine. The only question is who will be your disruptor. An industry insider or an industry outsider? An incumbent firm …

Everybody has a plan — until they get digitally disrupted Continue Reading »

Want to learn the truth about marketing technology stacks?

September 21, 2016 / Marketing Software / By Scott Brinker / Leave a Comment

I do. As do the researchers at the CEB Marketing Leadership Council, who have put together the most comprehensive marketing technology survey I’ve ever seen. It asks participants about every category on the marketing technology landscape: Have you adopted or plan to adopt a solution? When? Is it a point solution or part of a larger technology solution or platform? How much business value are you getting — or expecting — from it? How difficult …

Want to learn the truth about marketing technology stacks? Continue Reading »

MarTech Europe preview: here’s what to expect in 6 weeks

September 19, 2016 / Marketing Management / By Scott Brinker / Leave a Comment

We’re only six weeks away from MarTech Europe in London, November 1-2, and I’m thrilled with the program — an incredible roster of speakers bringing deep insights and experience across the intersecting fields of marketing, technology, and management. I’m excited to give you a preview of what the conference will deliver, but first… If you like what you read below and want to attend, register before September 30 in order to receive the “beta” discount …

MarTech Europe preview: here’s what to expect in 6 weeks Continue Reading »

Running marketing like lean software development

September 16, 2016 / Agile Marketing / By Scott Brinker / 3 Comments

The following article is a guest post by Monica Georgieff, marketing manager at Kanbanize, a company that provides Kanban software for lean management, describing her experience adopting this lean management method with her marketing team. As I discussed in my book, Hacking Marketing, I believe there are tremendous opportunities for marketers to borrow and adapt management ideas like this from the software community to master the digital dynamics of their evolving profession. You might be …

Running marketing like lean software development Continue Reading »

Kanban Cumulative Flow Diagram for Lean Marketing

High-performing marketers emphasize people over data, technology, strategy

September 9, 2016 / Marketing Management / By Scott Brinker / Leave a Comment

“Medicine, law, business, engineering — these are noble pursuits and necessary to sustain life,” declares Robin Williams’ character, John Keating, in the movie Dead Poet’s Society. “But poetry, beauty, romance, love — these are what we stay alive for.” With the latest data from a study on effective personalization by the CEB, I’d riff on that: Data, technology, strategy. These are necessary elements to make personalization function. But people — the importance placed on developing …

High-performing marketers emphasize people over data, technology, strategy Continue Reading »

People 11X More Important Than Technology in Marketing

MarTech Europe is just 2 months away, don’t miss out

September 5, 2016 / Marketing Management / By Scott Brinker / Leave a Comment

We’re now less than two months away from MarTech Europe, which will take place in London on 1-2 November, and my anticipation is building. The high-velocity exchange of ideas and experiences at MarTech always teaches me so much about the rapidly evolving practice of marketing technology in B2B and B2C organizations. Above is an overview of the agenda, which features 25+ sessions — one more special, closing session to be announced soon — covering a …

MarTech Europe is just 2 months away, don’t miss out Continue Reading »

The absolutely epic Periodic Table of Marketing Signals

August 29, 2016 / Marketing Data / By Scott Brinker / 3 Comments

The following is a guest post by Steven Wastie, the CMO of Origami Logic. While it naturally aligns with his company’s solution, I think his Marketing Signals Framework — and this absolutely epic Periodic Table of Marketing Signals — transcends their own product and is a powerful concept for marketing technlogy management. CLICK ABOVE FOR A LARGER VERSION As a modern marketer, you’re overwhelmed with information, all the time — and there’s no end in …

The absolutely epic Periodic Table of Marketing Signals Continue Reading »

Digital transformation at the AARP, from old to new

August 26, 2016 / Interviews / By Scott Brinker / 2 Comments

Had your fill of millennial marketing articles lately? Even the millennials themselves are like, “Don’t you marketers have anything else to talk about? Let me eat my drone-delivered Domino’s pizza in peace.” So it was refreshing to connect with Gaurav Bhatia, vice president of digital strategy for AARP Services and head of digital for Influent50, a full-service marketing agency that’s a division of AARP Services, to talk about marketing technology applied in the service of …

Digital transformation at the AARP, from old to new Continue Reading »