Scott Brinker

A STEAM engine to create marketing technologists for the future

October 20, 2014 / Marketing Management / By Scott Brinker / 6 Comments

Almost everyone you meet in technology is an advocate of more STEM education — science, technology, engineering, and math. We appreciate that (a) technology careers are relatively stable and pay well; (b) the demand for technologists exceeds their supply, which is a real challenge when you’re looking to hire more technology talent; and (c) our future as a nation and a global community will depend on the breadth and depth of these capabilities in our …

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It’s not just MarTech: FinTech, LegalTech, HRTech, etc.

October 13, 2014 / Marketing Software / By Scott Brinker / Leave a Comment

It’s been said that the explosion of software vendors in marketing is an anomaly. Certainly if you compare that with enterprise software markets as we knew them ten years ago, that’s true. People look at my landscape of nearly 1,000 marketing technology vendors — which is only a representative sample — and shake their heads in disbelief. I’ve made the case for why I think 1,000-plus marketing software vendors could be the new normal. Yet …

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4 marketing automation vendors, 1 stage, 0 casualties

October 10, 2014 / Marketing Software / By Scott Brinker / 1 Comment

Yesterday, I moderated a panel on “the present and future of marketing automation” at MarketingProf’s B2B Forum with Atri Chatterjee, CMO of Act-On; Jon Miller, co-founder and VP marketing of Marketo; John Stetic, group VP products of Oracle Marketing Cloud; and You Mon Tsang, CEO of OutMarket (formerly the Vocus Marketing Cloud). Dashing the hopes of those who attended the auto-race to see fiery crashes, there was little bloodsport — to the fine credit of …

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The Future of Marketing Automation Panel

How 9 brands think of their marketing technology stacks

October 5, 2014 / Marketing Management / By Scott Brinker / 8 Comments

Last month, the CEB assembled a two-day meeting of “chief marketing technologists” from nine Fortune 500 consumer brands to have a confidential exchange among peers. I was the only outsider who was permitted to participate, as I facilitated the segment of their discussion around marketing technology stacks — in particular, exploring issues around single-vendor suites, open platforms, and point solutions. With permission from the group, they agreed to let me share some of the insights …

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The State of Marketing Technology Stacks from 9 B2C Brands

8 discoveries from our marketing technologist survey

September 30, 2014 / Marketing Management / By Scott Brinker / 3 Comments

What is the profile of a marketing technologist? The prominence of marketing technologists and the chief marketing technologist (or CMTO) role has greatly expanded over the past six years. Just in the past year, the topic has been featured in an article in the July-August 2014 edition of the Harvard Business Review, and the first MarTech conference completely sold out. There is no denying marketing technology is hot right now. But few studies have been …

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Marketing Technologist and CMTO Skill Sets

SDL’s CMO on data-driven decisions, marketing and IT, and customer experience

September 29, 2014 / Interviews / By Scott Brinker / Leave a Comment

In today’s Q&A, I had the privilege of hearing from Paige O’Neill, the CMO of SDL, one of the top providers of customer experience management (CXM) software. Paige has had extensive experience across the marketing technology landscape, and it was fascinating to hear her perspective on how it’s changed — and is still evolving. Can you start by telling us a little about your background and your current role at SDL? Waking up every morning to …

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Over $21.8 billion of funding for marketing technology

September 26, 2014 / Marketing Software / By Scott Brinker / 1 Comment

Hold on to your butts: there’s been over $21.8 billion of venture capital and private equity invested marketing technology companies. And that doesn’t include money raised from public offerings, M&A deals, or untracked investments from angels, friends and family — or the hundreds of companies who weren’t included on my landscape (as I always disclaim, it’s definitely not comprehensive). In other words, real investment in space is much greater than $21.8 billion. Earlier this week, …

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Marketing Technology Funding September 2014

Point/counterpoint: how big is the martech market?

September 24, 2014 / Marketing Software / By Scott Brinker / 6 Comments

We’re going to try something different here. Louis Gudema, the president of marketing consultancy revenue + associates, submitted a guest post to me with the contrarian (?) viewpoint that marketing technology is not as big of a market as some claim. He mostly takes issue with the “market opportunity” stated in HubSpot’s recent S-1 filing — not to pick on HubSpot per se, but because their S-1 is the most recent attempt to frame the …

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6 questions with the CMO of Salesforce ExactTarget

September 23, 2014 / Interviews / By Scott Brinker / Leave a Comment

In conjunction with the Connections conference this week for the Salesforce ExactTarget Marketing Cloud — which is a terrific product, but that’s a multisyllabic mouthful of a brand name — I had the privilege to do a Q&A with Woodson Martin, the CMO of that product. We covered a range of subjects, from how Woodson manages his own marketing team to how marketers can keep up with the rapid pace of change in marketing technology. …

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A call-to-arms for The Agile Era of business management

September 21, 2014 / Agile Marketing / By Scott Brinker / Leave a Comment

There are many posts, articles, and presentations about “agile marketing” out there — I’ve contributed my fair share — that dive into the process of agile management methodologies (mostly adaptations of Scrum). They’re good patterns for implementation — when you’re ready to dig in at that level. There are also plenty, plenty of high-level remarks out there about how businesses need to be agile — with very little insight about how. Hey, we should all …

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