Blog – Page 66 – Chief Marketing Technologist

The very cool marketing technology LUMAscape

May 10, 2013 / Marketing Software / By Scott Brinker / 1 Comment

Terry Kawaja and the brilliant folks at LUMA Partners — a modern investment bank specializing in the intersection of media and technology — have just released their Marketing Technology LUMAscape, shown above. A few years ago, Terry put together a similar landscape for the more specialized ad tech space, which became the reference document for that industry. It was also what inspired me to create a marketing technology landscape in a similar vein. However, while …

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Introduction to agile marketing (video presentation)

May 9, 2013 / Agile Marketing / By Scott Brinker / 3 Comments

Last month, I presented a talk on Agile Marketing: Managing Marketing in a World of Constant Change at the Marketo User Summit in San Francisco. They professionally recorded the session, and with their permission, I’m pleased to be able to share the video and synchronized slide deck with you:

The New Kingmakers are a rising force in marketing too

May 8, 2013 / Marketing Management / By Scott Brinker / 5 Comments

In a world powered by software, the developers who create that software — especially the really good ones — are increasingly the center of influence and power in business. That’s the core thesis of Stephen O’Grady’s brief-but-brilliant, 48-page book, The New Kingmakers: How Developers Conquered the World. This is highly relevant to marketers and marketing technologists. The genesis for Stephen’s book was the striking realization that as part of the democratization of technology in organizations …

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5 ways to make stats in content marketing more credible

May 2, 2013 / Marketing Data / By Scott Brinker / 7 Comments

As marketers, we want to be better consumers of data. Presented with data and its analysis, we want to be able to judge its accuracy and relevance to our decision making. We want to gauge its ambiguity and uncertainty, even though on the surface we’re being presented with quantified “facts.” We want to detect bias and account for it. So let’s start with our own statistics in content marketing. Because, seriously, too many of the …

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Suspicious Statistics in Content Marketing

Marketing technologists and growth hackers, oh my

April 30, 2013 / Marketing Management / By Scott Brinker / Leave a Comment

The terms “marketing technologist” and “growth hacker” seem to be gaining traction out there. Voice-based marketing automation provider ifbyphone recently released their annual State of Marketing Measurement Survey for 2013, which included the following results on the evolution of the marketing team: 31% have a marketing technologist 25% have a growth hacker Marketing automation is used more frequently by teams with growth hackers (44%) than teams without growth hackers (26%) Ifbyphone defines a marketing technologist …

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Pragmatic marketing vs. hype cycles and false dilemmas

April 27, 2013 / Marketing Management / By Scott Brinker / 4 Comments

Darling, I don’t know why I go to extremes Too high or too low there ain’t no in-betweens — Billy Joel There’s a common fallacy known as a false dilemma or false dichotomy. It’s where you’re artificially presented with a black-and-white, either-or choice: you’re forced to choose between all of one or all of the other. “You’re either with us or against us!” It’s a fallacy because, most of the time, you’re not actually constrained …

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Advice from a Jedi Knight of marketing experimentation

April 25, 2013 / Marketing Data / By Scott Brinker / 1 Comment

A couple of months ago, I wrote a column on Search Engine Land titled Why Big Testing Will Be Bigger Than Big Data. A shorter spin-off of my post here on the big data bubble in marketing, its overarching message was that in a world of ever more data, experimentation would inevitably become king. The message seemed to resonate, and the article was widely shared. However, my suggestion that the number of people empowered to …

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Does marketing science mean you can predict the future?

April 22, 2013 / Marketing Data / By Scott Brinker / 2 Comments

If I were a marketer psychologist — that is, a therapist to marketing teams, for which I’m sure there’s a market — I could imagine making a fine living by asking open-ended questions, such as “What does marketing science mean to you?”, and holding up a mirror to people’s responses. I hear you say data-driven. What’s your earliest memory of working with data? “Marketing as a science” strikes me as a bit of a Rorschach …

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Haves vs. have-nots in marketing/sales alignment

April 11, 2013 / Interviews / By Scott Brinker / Leave a Comment

I first met Brian Kardon a couple of years ago, when he was the CMO of Eloqua. He was one of the early advocates for this blog, and he provided a lot of encouragement on the emergence of this new breed of “marketing technologists” that they were seeing appear among many of their customers. When we first met for coffee, I remember him asking me what my hobbies were. I replied that this blog was …

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In the land of marketing, operations may become king

April 9, 2013 / Marketing Management / By Scott Brinker / 9 Comments

Last month, I attended the Marketing Operations Executive Summit — an intimate gathering of around 100 marketing operations executives — to give a talk on agile marketing. What I left with, however, was a profound appreciation for the ascendency of the marketing operations role. In the words of Craig Moore, a director at Sirius Decisions and the opening speaker, until recently, marketing operations was the island of misfit toys. It was definitely not the sexy …

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