Scott Brinker

Merkle’s CMTO on new kinds of marketing, tech, agencies

December 9, 2014 / Interviews / By Scott Brinker / Leave a Comment

Merkle and I were both born in 1971. Crikey, a lot has changed since then. In 1971, Apollo 14 landed on the moon, the third Apollo mission to do so. An incredible feat of engineering — and also, if you read David Meerman Scott’s Marketing the Moon, a massive accomplishment in marketing too. But now we carry around the computing power of that spaceship in our smartphones. (Although some would say the iPhone 6+ is …

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A whirlygig tour of content marketing software

December 1, 2014 / Marketing Software / By Scott Brinker / 4 Comments

This is a guest post written by Dong Liu of VentureScanner. I was impressed with their research on the many categories of marketing technology, and invited them to give us a helicopter tour of one particularly popular subcategory, content marketing. A recent study by ContentPlus shows that 70% of consumers prefer getting to know a company through articles as opposed to through ads. Indeed, with the growing importance of content in attracting new customers and …

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What will happen with marketing technology in 2015?

November 24, 2014 / Marketing Software / By Scott Brinker / 18 Comments

Welcome to prediction season, again! It doesn’t take a crystal ball to know you’re going to be inundated over the next 30 days with people prophesying your future — at least your future in marketing for the year ahead. Personally, I subscribe to Yogi Berra’s worldview, “It’s tough to make predictions, especially about the future.” (Variations of which are sometimes attributed to Niels Bohr.) Most of the so-called predictions we’ll hear in the month ahead …

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Predicting the Future of Marketing Technology in 2015

If a 173-year-old public company can digitally transform, what’s your excuse?

November 13, 2014 / Interviews / By Scott Brinker / 5 Comments

“Digital transformation” is a phrase that we hear a lot of these days. But it’s not something that you can simply buy with a stack of marketing software. It requires a deeper change to the strategy, structure, and culture of an organization — something that’s easier said than done. Which is why it’s always inspiring to me to hear stories of people and companies who have successfully navigated true digital transformation. One of them is …

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6 questions with the most active VC in marketing tech

November 6, 2014 / Interviews / By Scott Brinker / 4 Comments

Why is this man smiling? Well, if your firm had invested in Omniture, ExactTarget, Marketo, BlueKai, Tealium, Sprinklr, Neolane, Optimizely, Bazaarvoice, BrightEdge, and a stack of other successful marketing technology companies, you’d be smiling too. Neeraj Agrawal is a general partner at Battery Ventures, arguably the most active venture capital firm in marketing technology. I became aware of just how big of a footprint they have in this space when reviewing the data provided by …

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The Frame and the Field: the art of making marketing technology decisions

November 4, 2014 / Marketing Management / By Scott Brinker / 4 Comments

I want to share an idea with you that’s been in my head for a while. It may sound fairly obvious — and perhaps it is, to most of you. It is how I’ve seen people make choices with marketing technology that materially alters the outcome. But I suspect that they’re not always consciously aware of it. I call it: the frame and the field. The Frame: The Label That Shapes Your Decision Space The …

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Come join us in San Francisco for MarTech 2015

November 3, 2014 / Other / By Scott Brinker / 1 Comment

I’m feeling giddy again. We’re in the middle of programming the agenda for the next MarTech conference, which will take place in San Francisco on March 31 – April 1, 2015, and I’m already floored by the first wave of speakers who have confirmed their participation — and amazed by the incredible suggestions coming in from our open call-for-presenters. A huge thank you to all who have submitted ideas. You’re making our job of selecting …

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A beauty contest for marketing clouds, but buyers resist monogamy

October 28, 2014 / Marketing Software / By Scott Brinker / 4 Comments

Apologies for that metaphor — admittedly wrong on so many levels. But bear with me. Last week, Forrester announced their “wave” report for enterprise-class marketing clouds. Officially, it was a report on enterprise marketing software suites (EMSS). But since at least half of the vendors evaluated refer to their offering as a “marketing cloud,” it is popularly framed as part of the epic of our time, Star Wars: Episode VII — The Marketing Cloud Wars. …

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Call for speakers for MarTech 2015 — share your brain!

October 22, 2014 / Marketing Management / By Scott Brinker / Leave a Comment

The marketing technology world is on fire! And I mean that in a good way. Billions of dollars in investment. Billions of dollars in revenue. Big IPOs. Big partnerships. A new generation of marketing leaders. Hundreds of software programs entwined in marketing’s “new normal” of daily operations. And those are just a handful of stories that I’ve touched on over the past two months since our last MarTech conference in Boston. Imagine how much further …

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$20 billion global market for marketing software today

October 21, 2014 / Marketing Software / By Scott Brinker / 8 Comments

How big is the market for marketing software today? Gerry Murray at IDC has an answer to that question, which he announced in a blog post last week: $20.2 billion here in 2014. He expects that the market will have a compound annual growth rate (CAGR) of 12.4% for the next five years, resulting in a $32.4 billion market by 2018. IDC breaks that market down into four broad categories: Interaction Systems — the majority …

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