Scott Brinker
@chiefmartec
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Statuses
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VP Platform Ecosystem @HubSpot; Editor https://t.co/YgyPI5UqdY; Advisor @Dobility, @OfferFit, @Workato; Author of Hacking Marketing; "Godfather of #MarTech" - @AdAge
Joined March 2008
Excellent article by Sonya Huang and Pat Grady of @Sequoia, "The Agentic Reasoning Era Begins", and the $10 trillion opportunity with service-as-a-software:. "Thanks to agentic reasoning, the AI transition is service-as-a-software. Software companies turn
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Marketing Technology Landscape Supergraphic (2020): Martech 5000 — really 8,000, but who's counting? #MarTech
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I like the phrase "evidence-based marketing" over "data-driven marketing" — evidence suggests some sort of hypothesis that's being investigated and also reserves the possibility that it's not truth, simply best indication of truth at the moment #MarTech.
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Marketing Technology Landscape Supergraphic (2018): Martech 5000 (actually 6,829) #MarTech #MarTechConf — with enormous thanks to @AnandThaker @IntelliPhi and @eckman @bluegreenbrands
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The New, New Rules of Marketing (Operations):. 1. Centralize everything you can. 2. Automate everything you can. 3. Decentralize everything you can. 4. Humanize everything you can. 5. Embrace continuous change. #MarTech.
The 4 Forces of Marketing Operations & Technology — a discussion of the ideas around this model #MarTech
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Having a discussion with a colleague about the different archetypes of "marketing technologists" today, and I sketched this rough idea on a napkin. (Well, okay, I actually sketched it in PowerPoint — but it's napkin-level impromtpu.). What do you think? #MarTech
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Asked what to measure in #MarTech, I answered:. 1. Performance — impact on business (leads, customers, LTV, etc.). 2. Efficiency — performance relative to cost. 3. Customer happiness — improving customer experience (NPS, retention, faster service, etc.). What do you measure?.
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Somebody said I should take up a hobby other than "martech." So I chose watercoloring.
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Been thinking about a taxonomy of "no code" app/site tools:. - content & layout (UI).- spreadsheets (database).- automation (logic).- tools that incorporate multiple of those patterns. Draft illustration here with logos of example tools. Feedback? #MarTech
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A Year of Growth in @HubSpot’s Platform Ecosystem: More Than 200 Awesome Integrations #HubPartner #InboundPartnerDay18 #INBOUND18
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I have 8,000 jokes about martech, but everyone keeps clamoring for me to consolidate them into one. #MarTech.
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I'm thinking of producing a fun party game called "Data Stories." All the players get three charts of data, and whoever can come up with the most outrageous narrative to explain them wins.
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The 2016 Marketing Technology Landscape is finished (whew!) and will be released Monday morning at #MarTech.
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I've been studying #martech for 20+ years. I've read literally thousands of vendor websites. Yet I still end up on the sites of major, public martech firms promoting their new-new thing, and for the life of me, cannot decode the vague gobbledegook of what exactly the thing does.
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Marketing Technology Landscape Supergraphic (2019): Martech 5000 (actually 7,040) #MarTech #MarTechConf.
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OH: "I think marketing ops is still one of the most under-appreciated roles in the industry today." #martech.
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Happy GDPR Day! I would have emailed you to say that, but, well. .
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Tomorrow at 8am ET, I'll release a paper — actually more of a highly illustrated mini-book — created in collaboration with WPP on 5 trends in marketing technology for the decade ahead. Been a fascinating project, really eager to share it with you. #martech
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v2 of a 2x2 of marketing technologist archetypes. Way too busy, but this is a work-in-progress to experiment with different labels for the axes and quadrants — would love your feedback. Caveat: classification of modern roles is messy. But is this directionally right? #MarTech
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The use of "f/u" as an abbreviation for "follow up" in an email subject line is, um, open to misinterpretation.
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For those wayward souls who practice the anti-pattern of winning a new LinkedIn connection only to immediately assault it with a long, canned sales pitch. does that ever work out for you? Ever?.
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McDonald's drops CMO role and creates a new SVP marketing technology role (under the CIO) #MarTech
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I think we're entering a transitory phase in #MarTech, from a 1st Golden Age to a 2nd. Here's a draft table for an article I'm working on that describes this as a shift with ecosystems, experts, and (citizen) engineers. For each, the tyranny of "or" gives way to "best of both."
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Forget about AI. *This* is what great marketing looks like.
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Anyone else sing modified song lyrics to their pet? "We all live with a yellow puppy dog, yellow puppy dog, yellow puppy dog. " No? Just me? Nevermind.
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Love this visualization of Customer Experience as the interplay between technology, business, and design by @johnmaeda @PublicisSapient #MarTech
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We've had data warehouses, data marts, data lakes. I'm thinking of opening up a data spa. Where, of course, you can massage you data.
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Why did the creamery hire a customer loyalty leader for their butter business?. They were concerned about churn.
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Just released. 2023 Marketing Technology Landscape Supergraphic: 11,038 solutions searchable on #martech
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Sorry for the radio silence these past couple of weeks. I haven't been just "lion" around, however. Took an 10-day, Internet-free safari in the Serengeti. Longest time away from email in 20 years. An awesome experience. Here are a few photos from my iPhone (!) while I catch up.
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Marketing Technology Landscape Supergraphic (2017): Martech 5000 released here at #MarTech with @AnandThaker
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Majority of marketing departments now use agile (and they're more strategically aligned as a result) #martech
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Forget unicorns. We need more "chimeras" — mythical Greek creature with head of lion, body of goat, tail of dragon — that can cross disciplines: marketing/tech, marketing/sales, sales/tech, marketing/finance, etc. #MarTech
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If you spend $500 million on a campaign, but don’t close any wins against the competition. Would you chalk that up to a desync between marketing and sales? Or marketing and product?. Asking for a friend.
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Nailed it, @marketoonist. Marketing automation done badly = bad marketing at speed and scale. Seriously though, this is one of the reasons why I believe the right balance between "Automate" and "Humanize" is one of the key missions for marketing operations & technology. #MarTech
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How to unsubscribe from a marketing newsletter by @tomfishburne @marketoonist. Funny. but not funny. This is what happens when local optimization of a metric (# of subscribers) overshadows global optimization of customer experience. #MarTech
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DRAFT SLIDE:. BigOps = DevOps + RevOps. Managing the explosion of software and automation in marketing, sales, and customer service. #martech
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Here's a rough (!) draft of what the first 60% of the upcoming marketing tech landscape looks like -- almost done
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What does the modern marketing org look like? Here's a stylized amalgamation of a pattern I'm seeing. Many cool variants out there. #MarTech
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There's a huge difference between:. (A) martech = tools.(B) martech = tools & skills. Metaphor: (A) is a hammer. (B) is carpentry. Saying "martech is marketing" for (A) is a stretch. Saying "martech is marketing" for (B) is not. #MarTech
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57 marketing stacks and 21 essays from the 2017 Stackies & Hackies #MarTech — huge thank you to all who contributed!
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DevOps = smooth software deployment at scale. RevOps = alignment of marketing, sales & customer success. BevOps = bartending. #martech.
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Let me run a concept by you to see how it resonates. The 2010's were about "big data." The 2020's are going to be about "big ops" — how we orchestrate a huge number of apps & automations operating simultaneously on our universe of big data. Thoughts? #martech
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Prefect example of marketing & ops needing to integrate:. My hotel room features a groovy iPad. It asks me what time window I want my room cleaned. I choose 1-4pm afternoon, plan to work in the morning, and think, “this is so cool.”. Housekeeping comes in at 9:15am. #MarTech.
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Great software platforms thrive by embracing choice:. 1. Enabling choice — by opening APIs and vectors for extensibility. 2. Respecting choice — by defending a fair and level playing field. 3. Celebrating choice — by making the ecosystem the heart of their value proposition.
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Asymptotically:. Every company is becoming a software company. Every professional is becoming a software creator. They may not recognize it — which makes it even more fascinating — but it's the clear outcome of digitization and an explosion of "citizen developer" tools. #MarTech
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We've all heard of T-shaped professionals. But there's a whole alphabet of other possibilities.
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Along with free email and free CRM, our new #HubSpotFreeTools launch also features 10 popular free integrations from @HubSpot app partners too! by @jreed0614. @Zapier.@WordPress.@SlackHQ.@databoxHQ.@automate.@hotjar.@zoom_us.@HelloSign.@Wistia.@OrgChartHub
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If Dole acquires Chiquita, is that considered a fruit roll-up?.
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I will say, after reading thousands of pitches of #MarTech companies, that it continues to surprise me how many otherwise great product marketers fall into the trap of trying to define a "category of one." If you're the only one, it's not a category.
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I’m thinking of starting a new political party. The Introvert Party. We promise to have zero campaign rallies. Just vote for us in November, we’ll come in and quietly GSD.
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I have two jokes about martech, but I can't get them to integrate.
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The #MarTech conference is fully underway -- an amazing community at the intersection of marketing & technology!
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“Choose An Amazing Boss. Role Is Secondary.” — @janessalantz — and for students, choose professors over courses
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The one thing everybody forgets about Gartner's hype cycle, even in martech (and marketing in general!) #MarTech
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Draft title of my TEDx talk. TITLE:.Marketing Technology & The Recombinant Innovation of Disparate Disciplines. IN BRIEF:.How do two seemingly opposite professions, such as marketing and software engineering, come together — and what does it teach us about the future of work?.
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Most vital marketing capabilities in 2020 according to executives participating in Gartner's most recent CMO Spend Survey. #MarTech. Martech and marketing operations are important, but they're rightfully in the service of a great brand strategy.
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That moment when you receive an unsolicited email from a salesperson with the title "Inbound Marketing Director."
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Google Calendar changes its browser icon, and I instantly lose track of it in all my open tabs.
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5 Reasons to Get Excited About the @HubSpot Platform in 2019 — congratulations to all of our platform partners, the original pioneers and the new ones who joined our ecosystem in 2018. We're beyond thrilled to be working with you.
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Courtesy of the elves working in Santa's marketing operations shop by @tomfishburne @marketoonist #martech
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The 2000’s were about coming to grips with Big Data. The 2010’s are about coming to grips with Big Ops — an exponential explosion in the volume, velocity, and variety of digitally powered processes across the organization. #MarTech.
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Coming back to this after a couple of years as an idea that's been simmering in the background. I think this model is useful. Would love to see some entries into The Stackies 2020 that align with this. (We'll be opening that up for entries soon.) #MarTech
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Nice map of customer success technology, which is adjacent to/overlapping with the #MarTech field, by @hugoproduct
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Dear @Apple,. Please figure out how to make MacBook Pro keyboards that don't suck. Love,. Scott.
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This week's @marketoonist cartoon goes out to all those on the marketing technology landscape :-) #MarTech
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Taking the 2017 marketing technology landscape to San Francisco for #MarTech — with a few good surprises too. <- now
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Please @twitter. Your 140 character "limit" was the last bastion between us and a hellish horde of crushing content overload. Don't do it.
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