MarTech, the vendor-agnostic conference for marketing technology and operations leaders, returns in October

MarTech East 2018 Agenda: Sneak Preview

(Note: the above infographic is just a sneak peak of the partial agenda for MarTech coming up — more sessions and keynotes will be announced soon.) Man, if you’re in marketing, the world is spinning fast. Technologies such as customer data platforms (CDPs), machine learning, chatbots, microservices, and more are quickly racing through the Gartner […]

Continue reading...

The future of marketing belongs to hybrids, but don’t call them unicorns

Chimera: Marketing, Sales, IT

I’ve grown to dislike the label “unicorn” in martech. In the early years of the marketing technology revolution, marketing technologists — hybrid professionals who applied technical skills in a marketing context — were sometimes called unicorns. Partly because they brought seemingly magical capabilities to marketing. But mostly because finding the perfect blend of marketing and […]

Continue reading...

Democratizing martech: distributing power from IT to marketing technologists to everyone

Democratization of Technology: Martech Example

I am fascinated by “citizen technology.” That’s a terrible name for it, because it implies digital government technology, which is not what I’m talking about. (Although that too is a fascinating topic for discussion on another day.) Rather, the labels of citizen analyst, citizen data scientist, citizen developer, citizen integrator, etc., refer to people who […]

Continue reading...

The paradox of simultaneous martech consolidation and expansion, illustrated

Martech Cyclical Consolidation on Top of Underlying Software Expansion

Man, people sure do find anecdotes more persuasive than data. (As an aside, this is why machine learning can be so helpful in applying true data-driven marketing — our human biases really skew our perception of reality.) We most recently released the 2018 marketing technology landscape with the data showing nearly 7,000 martech-related vendors. I […]

Continue reading...

The myth of martech consolidation is dead. Now what?

MarTech West 2018 Keynote Stage

A couple of weeks ago, we hosted the MarTech West conference in San Jose. My personal thanks to all of the amazing speakers who brought such passion and insight to their martech-in-the-real-world presentations — you were awesome. Rather than offer my “hot takes” of the event a few days later, I decided to take a little […]

Continue reading...

Calling marketing technology and operations leaders: come speak at MarTech East, October 1-3

MarTech East 2018

Want to speak at MarTech East in Boston, October 1-3? We invite you to propose a compelling presentation idea at the intersection of marketing, technology, and management that you’d be passionate about delivering. Sessions at MarTech East will be a mix of 45-minute in-depth presentations and panels and 20-minute TED-style talks with slides. We’re looking […]

Continue reading...

54 marketing stacks from The Stackies 2018: Marketing Tech Stack Awards

The Stackies 2018: Marketing Tech Stack Awards

Wow, I am just in awe of the 54 entries we received into The Stackies 2018: Marketing Tech Stack Awards. The quality of the illustrations this year were particularly remarkable. These are marketers who clearly have a lot of passion for their infrastructure. (How’s that for something you wouldn’t have heard 5 years ago?) If […]

Continue reading...

Marketing Technology Landscape Supergraphic (2018): Martech 5000 (actually 6,829)

Marketing Technology Landscape (2018)

Like the running of the bulls in Pamplona — an apt simile? — it’s become a yearly tradition for me to release the marketing technology landscape at the MarTech conference in the spring. So here at our event in San Jose today, I’m pleased to unveil the 2018 edition of one of the most loved-and-hated […]

Continue reading...

10 days until MarTech, 10 things I’m looking forward to

MarTech West in 10 Days

Marketing technology and operations is the heartbeat of modern marketing. And there’s no event better than MarTech to plug you into the ground truth of how that discipline is evolving. Our next MarTech is now just 10 days away, April 23-25 in San Jose. I’m incredibly excited by everything that’s come together for this conference […]

Continue reading...

Martech-Enabled Marketing Operations: Invisible Roads and Bridges

Marketing Operations Org and Flow

The following is a guest post by Luque Wang, a senior marketing manager of global strategy and operations at GE Digital. What is Marketing Operations? Ten years ago, marketing operations was still a very new role in org structures. The number of people with marketing operations as their job title were few and far between. […]

Continue reading...