Blog – Page 61 – Chief Marketing Technologist

Secrets of a Silicon Valley marketing technologist

March 11, 2014 / Interviews / By Scott Brinker / Leave a Comment

Okay, perhaps that headline sounds a tad too much like a salacious exposé, which this is not. This is, however, an enlightening Q&A with Jason Seeba, lead marketing technologist at BloomReach, a rapidly growing Silicon Valley company that creates big data marketing applications used by major Internet retailers such as Neiman Marcus, Williams-Sonoma, and Wine.com. Jason candidly answers several of the most common questions that arise around the role of a marketing technologist: What kind …

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A NEW BRAND OF MARKETING: The 7 Meta-Trends of Modern Marketing as a Technology-Powered Discipline

March 4, 2014 / Marketing Management / By Scott Brinker / 9 Comments

“The modern CMO and marketer can no longer be just a brand ambassador, they must also have a deep understanding of marketing technology. Scott Brinker helps the reader to understand how technology can be used for both successful marketing strategy and execution.” – Jonathan Becher, CMO, SAP I’ve written a very short book, A NEW BRAND OF MARKETING, that’s free to download and share. It frames the epic collaboration underway between marketers and technologists, set …

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Marketing’s intersection of complexity and accountability

February 21, 2014 / Interviews / By Scott Brinker / 2 Comments

While I don’t usually cover start-up launches on this blog — a space well-covered by TechCrunch and many others who are great at it — today’s Q&A with Jennifer Zeszut, CEO of Beckon, does correspond with the launch of their company yesterday out of “stealth mode.” Jennifer and I connected around a piece I wrote last year, 14 rules for data-driven, not data-deluded, marketing. I then found a brilliant Venn diagram she had on her …

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6 questions with SAP’s chief marketing technologist

February 19, 2014 / Interviews / By Scott Brinker / Leave a Comment

When I posted my presentation The Marketing Technologist: Neo of the Marketing Matrix a few months ago, one of the people who commented on it was Nancy Fessatidis, VP of Marketing Operations at SAP: Great post Scott. The CMT role has served us well at SAP. We call this our Business Information Officer (BIO). It’s a critical role not just in Marketing but in every key line of business — to help translate our business …

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Software is the new channel middleman in marketing

February 14, 2014 / Marketing Management / By Scott Brinker / 16 Comments

The Internet was supposed to be The Great Disintermediation Machine, collapsing the relationship between marketers and customers from this: To this: And indeed, that disintermediation has happened in many businesses. E-commerce is now over a trillion dollars a year. While some of that goes through Internet retailers like Amazon, much of it is direct with brands themselves. For pure digital businesses, such as software-as-a-service (SaaS) subscriptions — where the marketer and the customer are separated …

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What if 1,000+ marketing technology vendors were the new normal?

February 8, 2014 / Marketing Software / By Scott Brinker / 27 Comments

Overcrowded. That was probably the most common remark to my latest marketing technology landscape. Well, aside from more colorful exclamations that decorum prevents me from repeating. And the truth is that this graphic, even with nearly 1,000 companies represented, was far from complete. There are hundreds of great companies that weren’t included: AppNexus, AdColony, Addroid, Adestra, Aginity, Ambassador, Amobee, Amplifinity, Avoka, and AWeber are just the ones beginning with the letter “A” that people noted …

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50 Year Trajectory of Hardware and Software

81% of big firms now have a chief marketing technologist

January 29, 2014 / Marketing Management / By Scott Brinker / 13 Comments

Looking at the latest marketing technology landscape, you might ask yourself, “How the heck do marketers make sense of all of this?” Increasingly, the answer is: they have a chief marketing technologist. A terrific new research report by Laura McLellan of Gartner, How the Presence of a Chief Marketing Technologist Impacts Marketing, confirms that this senior hybrid role — “part strategist, part creative and part technologist” and “broadly the equivalent of a CTO and a …

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Primary Responsibilities of Chief Marketing Technologists

Strategy, marketing, and technology are all intertwined

January 20, 2014 / Marketing Management / By Scott Brinker / 8 Comments

Joe Pulizzi and Robert Rose covered my latest marketing technology landscape as part of their PNR: This Old Marketing podcast this week. They start on this segment around the 24:49 mark, with a riff on the Saturday Night Live The Rent Is Too Damn High skit. “Digital marketing is too damn complicated!” It’s a terrific discussion about the interplay between marketing, technology, IT, strategy, and process. These were some of the points raised in their …

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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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