Scott Brinker

Marketing Technology Landscape Supergraphic (2014)

January 7, 2014 / Marketing Software / By Scott Brinker / 245 Comments

UPDATE: The 2020 Marketing Technology Landscape is now available. The short version: the above graphic is the latest incarnation of my marketing technology landscape supergraphic (click for a high-resolution 2600×1950 version, 4.7MB). It represents a whopping 947 different companies that provide software for marketers, organized into 43 categories across 6 major classes. A high-resolution PDF version is also available (14.3MB). Please feel free to copy, repost, distribute, and use this graphic “as is” in any …

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Marketing Technology Landscape Supergraphic (2014) Thumbnail

The marketing automation super-collider of 2014

December 20, 2013 / Marketing Software / By Scott Brinker / 24 Comments

I started working on a new version of a marketing landscape that will be released early next month. The last one I did was back in 2012, and a lot has happened since then. One thing in particular that has surprised me in my research is how much the marketing automation category has expanded. While I’ve expected the overall marketing technology space to expand, I’ve largely subscribed to the narrative that the marketing automation category …

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Free chapter from Multi-Channel Marketing Ecosystems

December 17, 2013 / Marketing Management / By Scott Brinker / 1 Comment

I recently contributed a chapter to a book called Multi-Channel Marketing Ecosystems, edited by Markus Stahlberg and Ville Maila. The book offers a variety of perspectives from 32 contributors on “the seismic shift from a single TV-centric path to a multichannel interactive ecosystem which puts digital technology at the heart of every campaign.” To promote the book, the publisher has agreed to let me distribute my chapter — Chapter 9: Software-driven marketing ROI — for …

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Free chapter from Multi-Channel Marketing Ecosystems: Software-driven marketing ROI chapter

One CMO’s advice for getting started with agile marketing

December 8, 2013 / Agile Marketing / By Scott Brinker / 1 Comment

Sometimes an idea is just ready to happen and is simultaneously discovered by multiple people at once. A famous example is when Newton and Leibniz independently invented calculus. Another is agile marketing. Some years ago, after agile software development had gained significant momentum, several different marketing leaders independently realized, “Hey, this agile approach might work in my department…” And agile marketing was born. Jascha Kaykas-Wolff, now the CMO of Mindjet, was one of those early …

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The Marketing Technologist: Neo of the Marketing Matrix

December 3, 2013 / Marketing Management / By Scott Brinker / 16 Comments

Today, I’m giving one of the opening keynotes at the Gilbane Conference, making the case for why marketing technologists are amazing, Neo-like characters in the marketing world equivalent of The Matrix. The attendees, a 50/50 mix of IT and marketing professionals, are collectively the ideal audience for this. It’s the combination of their talents — increasingly blended into hybrid roles such as marketing technologists, creative technologists, growth hackers, and data scientists — that represents the …

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Everything digital is controlled by software

The epic collision of marketing and technology on video

November 25, 2013 / Marketing Management / By Scott Brinker / 2 Comments

The good folks at Godfrey have posted all the videos and presentation decks from their FWD:B2B Conference, which was held earlier this month at the beautiful Ware Center in Lancaster, Pennsylvania. Here’s the video of my presentation on the epic collision of marketing and technology, which covers three major shifts in marketing that have rippled out from this cosmic event: From communications to experiences From art and copy to also code and data From rigid …

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2 important agile marketing insights from HubSpot’s CMO

November 19, 2013 / Agile Marketing / By Scott Brinker / 2 Comments

Kudos to Frank Days, John Cass, and now Amy Callahan, who have kicked started the Boston Agile Marketing Meet-Up back into gear over the past couple of months. In September, David Quinn of EMC gave a terrific presentation of their experience with agile marketing, the video of which is available on YouTube. (You can also read the Q&A I had with David and Amy back in May, how EMC successfully adopted agile marketing.) Last week, …

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Mike Volpe presenting on Agile Marketing

The many marketing departments of tomorrow

November 15, 2013 / Marketing Management / By Scott Brinker / 12 Comments

Before I get an inbox full of angry emails from everyone who doesn’t work in the marketing department, let me disclaim that the above diagram was intended somewhat humorously. Hey, it’s Friday — lighten up! But the funny thing about humor is that it often contains a nugget of truth. Decades ago, David Packard — of Hewlett-Packard (HP) fame — declared, “Marketing is too important to be left to the marketing department.” And although marketing …

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Why data-driven marketers shouldn’t trust the data fully

November 12, 2013 / Marketing Data / By Scott Brinker / 2 Comments

There’s a great new report out by the IBM Institute for Business Value, Analytics: A blueprint for value, that’s well worth reading. The above graphic — stating that 66% of leaders from their research are “confident” in their data and “trust” it — is excerpted from it. However, this post is not about that report (well, not really). Let me first disclaim that the context of that graph, as best as I can tell, is …

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The epic collision of marketing and technology

November 8, 2013 / Marketing Management / By Scott Brinker / 4 Comments

Yesterday, I had the privilege of presenting at the FWD:B2B Marketing and Technology Conference organized by Godfrey, one of the world’s leading B2B marketing agencies, along with several of my heroes in digital marketing, including Michael Brenner and Paul Gillin. My topic was “the epic collision of marketing and technology,” which is admittedly a hyperbolical title — the conference session equivalent of linkbait. But it is a collision, and in all seriousness, it is epic. …

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