Integration is by far the most important criteria when selecting martech — and it’s changing the industry

Integrated Multi-System Architectures Taking over Martech

The CDP Institute released their latest State of Customer Data report last week, and it revealed an important milestone in the martech industry: For the first time ever, the majority of participants (52%) described their martech stack as an integrated, multi-system architecture. In others words, most marketers reported having a best-of-breed stack — with many […]

How marketing operations and martech professionals use “no code” tools

Uses for No Code Tools in Martech and Marketing Operations

I’ve been on the trail of “no code” martech these past couple of weeks, covering event-triggered marketing automation as a no code programming paradigm and mapping a partial taxonomy of over 75 no code tools. I also ran an impromptu survey of no code usage with readers, the results of which I’m sharing here. Given […]

3 overlapping patterns of “no code” martech and the rise of marketing makers

3 Patterns of "No Code" Martech Tools

I’ve been fascinated with the rise of citizen developers in marketing empowered by a rapidly expanding landscape of “no code” tools for several years now. Momentum is growing, and while there’s some philosophical debate to be had around what is or isn’t a “no code” tool — versus any app that lets you create things […]

Trigger-based marketing = event-driven programming with “no code” martech in every stack

Triggered Email vs. Batch Email Performance

Last week, I shared some interesting stats on trigger-based marketing from a benchmark report by Blueshift. A couple of eye-popping, high-level findings: Email triggers are 497% more effective than batch emails Mobile push triggers are 1,490% more effective than batch push notifications Directionally, this isn’t surprising, although the magnitude of the difference is remarkable. Marketing […]

What the coastline paradox reveals about infinite software specialization (in martech and other fields)

An Evening on the Coast of Maine: A Martech Antidote

After three and a half months of working out of my basement, I was in desperate need of a change of scenery. Preferably somewhere with a lot of outdoor space for hiking and frisbee throwing (a lost art!). No crowds. Lots of nature. Fresh air. The answer? Renting a small cottage on the sparsely populated […]

Proof of platform: SaaS companies have a median of 15 integrations each — app platforms have 500+

SaaS Integrations: Apps and Platforms

As Forrest Gump might say, “Platform is as platform does.” Pandium, a fascinating kind of app-marketplace-as-a-service company, released a State of Product Integrations at the SaaS 1000 report this week. They examined integrations, public APIs, and “app centers” offered by the 1,000 fastest growing SaaS companies from 2019. Their analysis provides empirical evidence for two […]

How platform dynamics explain The Second Golden Age of Martech

Second Golden Age of Martech: App Platform Spectrum

About a year and a half ago, I wrote about 3 Trends Driving the Second Golden Age of Martech: Ecosystems, Experts, and (Citizen) Engineers. These are the big themes that I believe will shape the next decade of marketing technology: Ecosystems — instead of marketing cloud suites vs. best-of-breed point solutions, we will have the […]

Platform dynamics driving martech app expansion and consolidation explained in one (relatively) simple model

SaaS Platforms and Apps as a Long Tail

Last month, I published the latest marketing technology landscape. It grew yet again, defying many a pundit’s prior prediction, swelling to 8,000 martech solutions. Upon its release, two things immediately happened: A bunch of people insisted it would consolidate dramatically. A bunch of companies emailed me to complain they weren’t included. The irony of those […]

Forget the Martech 5000. Try the Martech 500 Million.

Digitally Transformed Companies Contribution to Worldwide GDP

Okay, there aren’t really going to be 500 million martech apps by 2023. And if there were, we certainly wouldn’t attempt to map them in a martech landscape. (Crikey, that’s a nightmare that will haunt me in the dark of night.) But according to IDC in their IT Industry 2020 Predictions, “over 500 million digital […]

7 amazing marketing stacks from Cisco, Infutor, Juniper Networks, Philips, Poly, Sargento, and USPS

7 Amazing Martech Stacks from The 2020 Stackies Awards

Spring is one of my favorite times of year in the martech industry. We release the latest marketing technology landscape. We share the latest data on martech careers and job responsibilities. We — in normal times — run the MarTech Conference in the Bay Area. And at that conference, we announce the winners of The […]