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What does the art and science of marketing really mean? Your thoughts?

March 26, 2017 / Marketing Management / By Scott Brinker / 4 Comments

The phrase “art and science” of marketing gets thrown around a lot. But what does it really mean? What exactly is the art part of marketing, and what is the science? Where are the boundaries between them? Do they overlap? These are some of the questions that Mayur Gupta, global VP of marketing & growth at Spotify, and I will be addresing in the opening keynote of the MarTech conference in San Francisco this May. …

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Intuitive Marketing vs. Analytical Marketing

THE HACKIES: Rapid prototyping & MVP development are key to martech success

March 24, 2017 / Hackies / By Scott Brinker / Leave a Comment

This article is a guest post by Michael Sweeney of Clearcode. It was entered into The Hackies essay contest for the upcoming MarTech conference. Like it? You can register your vote in the contest by sharing it on social media, especially LinkedIn, Facebook, and Twitter. There has been a huge influx of new martech solutions over the past few years — chiefmartec’s annual Marketing Technology Landscape Supergraphic illustrates this point very well. Although the number …

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Free ebook: 5 Disruptions Reshaping Marketing as We Know It

March 23, 2017 / Marketing Management / By Scott Brinker / 2 Comments

Last December, I wrote a 5-part series on 5 Disruptions to Marketing — the big changes that are rehaping the nature of the marketing industry and profession today. And earlier this year, on Valentine’s Day, I gave an hour-long webinar on the subject. (What can I say? I have the hots for martech.) The good folks at Third Door Media — the producers of the MarTech conference and the publishers of MarTech Today — took …

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5 Disruptions Reshaping Marketing as We Know It (ebook)

THE HACKIES: A customer-centric approach to building marketing and sales stacks

March 22, 2017 / Hackies / By Scott Brinker / 3 Comments

This article is a guest post by Raviv Turner of CaliberMind. It was entered into The Hackies essay contest for the upcoming MarTech conference. Like it? You can register your vote in the contest by sharing it on social media, especially LinkedIn, Facebook, and Twitter. A lot has changed in the B2B buying process over the years. What used to generally be a straightforward problem-solution-benefit sale has evolved into a complex, multi-phase, multi-channel engagement. And …

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32 questions you should ask when you interview a martech leader

March 21, 2017 / Careers / By Scott Brinker / Leave a Comment

This guest post by Erica Seidel is part of a regular column she writes, Ask the Martech Recruiter. Erica runs The Connective Good, a retained executive recruiting firm that helps companies land leaders in martech, marketing, digital strategy, analytics, and market research. Dear Erica, I’m interviewing a candidate for our brand-new head of marketing technology next week. What should I ask in the interview? Thanks, Bob, New York Hi, Bob. Thanks for writing. I love …

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Microsoft shares their marketing stack in the Stackies, and it’s awesome

March 20, 2017 / Marketing Management / By Scott Brinker / Leave a Comment

I am enormously grateful to every company that participates in the annual Stackies Awards, sharing a single slide illustration of their “marketing stack” — the collection of software that powers their marketing organization. The best ones do more than just namecheck tools they use. They visually explain the strategic thinking and organizing principles behind their stack, revealing valuable insights into modern marketing technology management. Thanks to the generous transparency of all those who contribute their …

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Blockchains as a new kind of quantifiable brand equity?

March 15, 2017 / Marketing Software / By Scott Brinker / Leave a Comment

The following is a follow-up guest post by Jeremy Epstein, CEO of Never Stop Marketing, to his previous articles on blockchain marketing, blockchain brand promises, and blockchain brand “logos”. Jeremy currently works with several of the leading companies in the blockchain and decentralization space. How do you measure “brand equity” today? Perhaps some analysis of awareness, recall, etc. Google it, and you’ll see plenty of suggestions. But unlike something such as Net Promoter Score, there’s not a clear definition …

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Mastering modern marketing technology leadership over 2 intense days

March 14, 2017 / Marketing Management / By Scott Brinker / Leave a Comment

We’re only 7 weeks away from the MarTech conference in San Francisco, May 9-11. This will be the biggest and best one yet, with 70+ sessions, 100+ speakers, 100+ exhibitors and sponsors, and 2,500+ marketing and marketing technology leaders gathering together to meet, learn, and be inspired by each other. If you’re working the intersection of marketing, technology, and management, this event has been lovingly hand-crafted for you — and I’m eager to give you a …

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THE HACKIES: DIY marketing data warehouse recipe

March 13, 2017 / Hackies / By Scott Brinker / 3 Comments

This article is a guest post by Alex Sirota of NewPath Consulting. It was entered into The Hackies essay contest for the upcoming MarTech conference. Like it? You can register your vote in the contest by sharing it on social media, especially LinkedIn, Facebook, and Twitter. Let’s use Amazon Web Services Relational Database Service (AWS RDS) to create a cloud based relational database system! AWS RDS is a cloud platform that makes it easier to …

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THE HACKIES: The case for a cloud-enabled business advisor

March 10, 2017 / Hackies / By Scott Brinker / 5 Comments

This article is a guest post by Alex Sirota of NewPath Consulting. It was entered into The Hackies essay contest for the upcoming MarTech conference. Like it? You can register your vote in the contest by sharing it on social media, especially LinkedIn, Facebook, and Twitter. In Out of the Crisis, page 121, Dr. Edward Deming states: The most important figures that one needs for management are unknown or unknowable, but successful management must nevertheless …

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