Scott Brinker

A Rosetta Stone of marketing technology terminology

August 25, 2016 / Marketing Data / By Scott Brinker / 1 Comment

Eskimoes have a large number of words for “snow” — or so goes a cliché meme that’s been around for decades. Exactly how different those words are, compared to the languages of any other culture in the world, is a matter of debate. But it’s a remark that almost always elicits a chuckle, since one pictures Eskimoes having a lot of snow in their lives (global warming notwithstanding). So it seems natural that they would …

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Consolidating point solutions with a hub in your marketing stack?

August 18, 2016 / Marketing Software / By Scott Brinker / 11 Comments

The following is a guest opinion piece by Josh Dreller, VP of product marketing at 4C. Note that 4C could be characterized as a provider of “point solutions” themselves, so this opinion is aligned with their business. But as I aruged in defense of marketing technology point solutions a few years ago, consider the inverse justification too: executives align their businesses with their opinions of where the market is going. Most marketing technology platforms fall …

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Marketer Satisfaction: Suites vs. Point Solutions

3 or 4 years ago, it would have been taboo to talk about your martech stack

August 15, 2016 / chiefmartecTV / By Scott Brinker / 1 Comment

Last week, the marketing strategy consultancy Lenati released their report Marketing Technology as a Strategic Asset, the result of a series of interviews we jointly conducted with 9 tech-savvy marketing executives from companies such as Adobe, Dun & Bradstreet, Hilton, Microsoft, and SAP. Our anthropological goal was to learn how these different companies managed marketing technology, to uncover innovative approaches and overlapping best practices. In a rare moment of synchronized editorial planning here at chiefmartec.com, …

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chiefmartecTV Episode 3: Marketing Technology as a Strategic Asset

Marketing technology as a strategic asset and executive unicorns

August 10, 2016 / Marketing Management / By Scott Brinker / 1 Comment

Over the past several months, I collaborated with Lenati, a marketing strategy consultancy, on a series of interviews with senior marketing executives. Our goal was to learn how these leaders, from a variety of different industries and organizational sizes, addressed these four key questions on strategic marketing technology management: How do they decide which marketing technology bets to make? As they make those bets, how do they maximize their value? How do they recruit, hire, …

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Marketing Technology as a Strategic Asset Contributors

The Great Marketing Migration

August 8, 2016 / Marketing Management / By Scott Brinker / 3 Comments

While there are numerous reasons why agency businesses are struggling today, the underlying gravitational pull they’re fighting is this: marketing is migrating in-house. That’s not to say that companies don’t still need or want help from external service providers. Or that there aren’t new and exciting opportunities in the services space. They do, and there are. But we’re witnessing a geological shift in the structure of the marketing industry. And the latest data from a …

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Key to agile marketing success? Integrating traditional practices

August 5, 2016 / Agile Marketing / By Scott Brinker / 1 Comment

Last month, I was delighted to have Roland Smart, VP of Social & Community Marketing at Oracle, author of the terrific book The Agile Marketer, and co-host of the Marketing Agility Podcast, join me on chiefmartecTV for our episode on the myths & monsters of agile marketing. As a follow up, here’s a Q&A that I had with Roland that boils down some of the most important takeaways on agile marketing from our discussion on …

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MarTech Europe agenda posted — alpha rate expires next week

August 2, 2016 / Marketing Management / By Scott Brinker / Leave a Comment

As summer enters its home stretch, it’s time to look forward to the fall — and the next MarTech Europe conference in London, November 1-2. And time to take advantage of the lowest ticket prices of our “alpha rate” — a 23% discount — which expires August 13. The pace of marketing technology innovation continues to accelerate, and as this latest study reveals, understanding how to manage marketing technology has become one of the most …

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MarTech Europe: Marketing. Technology. Management.

Martech and marketing technologists go mainstream — 3 key stats

August 1, 2016 / Marketing Management / By Scott Brinker / 2 Comments

The good folks at DataXu, in collaboration with market research firm MORAR and Withpr, have produced a fantastic quantative research study on the current state of marketing technology management: Modernizing the Mix: Transforming Marketing Through Technology and Analytics. You absolutely have to download this report — it’s a gold mine of insight into the current state of martech and adtech. They surveyed 532 marketers, in both the US (174) and Europe (358), across a wide …

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Marketing Technologists on the Marketing Team

chiefmartecTV: The myths & monsters of agile marketing

July 13, 2016 / chiefmartecTV / By Scott Brinker / Leave a Comment

Yesterday we broadcast our second episode of chiefmartecTV on the topic of The Myths and Monsters of Agile Marketing. My special guest was Roland Smart, VP of Social & Community Marketing at Oracle, author of the book The Agile Marketer, and co-host of The Marketing Agility Podcast. If you’re getting the sense that Roland is deeply into agile marketing, you’ve got the right impression. He’s a real superstar on the subject. Since agile marketing is …

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2 terrific #MarTech talks on the rise of AI in marketing

July 5, 2016 / Marketing Software / By Scott Brinker / Leave a Comment

One of the hottest topics in marketing technology today is the rise of artificial intelligence (AI), machine learning, and cognitive computing in marketing. If you’re wondering about the difference between those three terms, well, my feeble attempt at delineating them is this: machine learning is a subset of AI (which broadly applies to computers doing “smart” things), and machine learning is used in cognitive computing to enable a software program to “reason” like a human, …

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