Scott Brinker

The Marketing Technology Landscape (2015) now in Excel

March 11, 2015 / Marketing Software / By Scott Brinker / 6 Comments

One of the most common questions I get asked about my marketing technology landscape graphic — other than the rhetorical exclamation, “Are you kidding me?” — is: Do you have an Excel spreadsheet of all these companies that you can share with me? My answers have been, no, I’m not kidding. And no, sorry, I don’t have a version in Excel. Well, Matt Heinz, Brian Hansford, Robert Pease, and the rest of the good team …

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The Marketing Technology Landscape Excel Spreadsheet

The striking parallels between marketing automation and software engineering

March 10, 2015 / Interviews / By Scott Brinker / 1 Comment

Marketing automation may be all the rage with the best of today’s tech-savvy marketers, but fundamentally it’s just another software engineering problem abstracted to a pretty user interface (albeit with a fraction the functionality of the most basic scripting languages). Those of us who spend any time building program flows in a marketing automation platform should really be called “Marketing Engineers.” Systems thinking and flow control are every bit as important in a tool like …

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New Relic Insights for Marketing Automation

Should you judge a marketing cloud by its website?

March 8, 2015 / Marketing Software / By Scott Brinker / 1 Comment

I’d recommend that the next acquisition that some marketing cloud companies should make is a web design firm. Seriously, whatever the multiple — and I say this as a friend — it would be worth it. Acqui-hire, code red. I was struck by this last week when I was methodically checking each of their websites, trying to discern the state of their respective ISV communities. It ended up being really hard to answer that question, …

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Speaking truth to marketers and marketing technology companies

March 4, 2015 / Interviews / By Scott Brinker / 3 Comments

Yes, that’s a sparkling, rainbow-colored unicorn kitten with butterfly wings. This came up in the following Q&A I had with marketing technology analyst extraordinaire David Raab. If you don’t yet know David, you may be scratching your head, wondering just what kind of Q&A I was running here. But if you do know him, you can certainly imagine him writing on his blog, in the context of explaining how customer data platforms (CDPs) can give …

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For every marketing tech firm consolidated, 1.5 are born

March 2, 2015 / Marketing Software / By Scott Brinker / 1 Comment

My doppelgänger (or am I his?) agrees: marketing technology isn’t consolidating yet. Digiday recently published a terrific podcast interview with Terry Kawaja, the CEO of LUMA Partners — an investment bank that specializes in adtech and martech companies. Of course, Terry and LUMA are probably most famously known for their amazing LUMAscapes that map out companies in marketing-related sectors such as display advertising, search, video, social, gaming, commerce, content, etc. Terry’s original display advertising LUMAscape …

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Trading Places: Scott Brinker and Terry Kawaja

VC predicts marketing tech will grow 10X in 10 years

February 22, 2015 / Marketing Software / By Scott Brinker / Leave a Comment

Ashu Garg is a general parter at the venture capital firm Foundation Capital, focusing on start-ups in the marketing technology sector. He is currently on the boards of TubeMogul, Localytics, and AdRise, and was formerly on the board of Aggregate Knowledge before it was acquired by Neustar. Before going VC in 2008, Ashu was the general manager for Microsoft’s online advertising business, worked at McKinsey in software and digital media, and set up Unilever’s operations …

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Marketing Technology Will Grow 10X in 10 Years

A magical junction of design, technology, and leadership

February 19, 2015 / Marketing Management / By Scott Brinker / 1 Comment

Possibly the most exciting phenomenon in the professional world today is the intermingling of disciplines. Certainly the intersection between marketing and technical roles — IT, software development, “industrial” operations — is one of those important junctions. But there are many more. Even marketing and technology are no longer merely a two-way crossroads. Increasingly design is an equal partner in that synthesis of customer experience. Of course, marketing had long leveraged graphic design, albeit often in …

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Marketing as UX incarnate, with agile and lean principles

February 16, 2015 / Agile Marketing / By Scott Brinker / 4 Comments

Marketing has shifted from the business of communications to the business of experiences. It’s the experiences that we give our prospects and customers, from their very first touchpoint with us onward, that “communicates” our brand. And in a digital world, almost all of those experiences are mediated by software. Once you accept those premises, then you will naturally conclude that a modern marketing organization needs to have great user experience, or UX, capabilities. Of course, …

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Asking the right questions about marketing technology at MarTech

February 12, 2015 / Marketing Management / By Scott Brinker / 6 Comments

If there’s one overarching theme to the upcoming MarTech Conference in San Francisco, March 31 – April 1, it’s crossing boundaries: Discipline boundaries between marketing, engineering, design, and user experience Departmental boundaries between marketing, IT, sales, and other functions Operational boundaries between front-office and back-office “silos” Hierarchical boundaries between CMOs, VPs of digital marketing, heads of marketing technology and innovation, and front-line leaders of marketing operations Technology boundaries between dozens of “adtech” and “martech” categories …

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MarTech Conference Agenda for San Francisco 2015

Have a Coke and a… marketing tech company? Why, yes

February 4, 2015 / Marketing Software / By Scott Brinker / 30 Comments

This is a guest post written by Anand Thaker, an advisor, entrepreneur, connector and fellow futurist in the Martech ecosystem. In the spirit of illustrating how marketing technology is thriving beyond just the Bay Area and New York, Anand gives a glimpse of the thriving martech ecosystem in Atlanta. Several years ago, after leaving Atlanta for some time, my wife and I were deciding on our next move. The company I worked for was acquired …

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