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How The Marketing Technology Landscape is Blooming

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From the MarTech Conference in San Francisco, California, March 31-April 1, 2015. SESSION: It'S A Martech, Martech, Martech, Martech World. PRESENTATION: How The Marketing Technology Landscape is Blooming - Given by Scott Brinker, @chiefmartec - Ion Interactive, Conference Chair & Author

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How The Marketing Technology Landscape is Blooming

  1. 1. Springtime in #MarTech Scott Brinker, Program Chair @chiefmartec
  2. 2. Springtime in #MarTech WiFi: MarTechConf Password: unicorns Electricity: front rows, lounge in back. Scott Brinker, Program Chair @chiefmartec
  3. 3. Co-founder & CTO Software and services for interactive content. Author & Editor Blog on the entwining of marketing & technology. Program Chair Marketing tech conference.
  4. 4. Everything blossoms. Days get longer. Temperatures heat up. Predators emerge from hibernation. Springtime:
  5. 5. Aug 2011 Sep 2012 Jan 2014 Jan 2015
  6. 6. Source: Signal, September 2014 Evolving rapidly Evolving at light speed Has been growing steadilyHas evolved slightlyNot much
  7. 7. Marketing
  8. 8. My company.
  9. 9. You are here.
  10. 10. You are here.
  11. 11. The system dynamics of 2,000+ marketing technology vendors.
  12. 12. Worldwide Marketing Software Forecast 2014-2018 Source: IDC $20.2 billion $32.4 billion
  13. 13. Investment data provided by $13.7 billion $2.6 billion $3.3 billion $5.6 billion 26 unicorns $25.2 billion 300,000+ employees $2.41 ROI (materialized)
  14. 14. Source: Econsultancy and Tealium, 2015 51% have 21 or more vendors in 2015 (compared to 36% in 2012)
  15. 15. Architecture and strategy: the difference between a marketing stack and a marketing pile.
  16. 16. “Technology is only as good as the story.” – Ann Handley But in a digital world, programming is storytelling too.
  17. 17. • Software bought & built • Configurations & parameters • Algorithms & process design • User experience (UX) design • Data processing & flow Digital storytelling includes: Software functionality & flow are woven into the narrative of your buyer’s journey.
  18. 18. Marketing today isn’t about getting buyers to picture your narrative…
  19. 19. It’s about getting them to experience it.
  20. 20. Building a Marketing Technology Organization from the Ground Up Joseph Kurian, Head of Marketing Technology & Innovation Aetna Establishing a New Marketing Technology Function in a Complex Environment Saad Hameed, Head of Marketing Technology LinkedIn The Martech Blueprint Imperative Cynthia Gumbert, VP Digital and New Account Development CA Technologies Use Your Technology Prowess to Build a Customer-Obsessed Enterprise Laura Ramos, VP, Principal Analyst Forrester Research Driving the Soft Changes that Unlock Martech Potential Patrick Spenner, Managing Director CEB Leaps of Imagination: Creativity in a Data & Process-Driven World Gerry Murray, Research Manager IDC A Whirlygig Tour of Emerging Marketing Technology Categories Jay Famico, Practice Director, Technology SiriusDecisions Lean Product Design Is the New Marketing Jeff Gothelf, Principal Neo.com Adtech Meets Martech: Bringing Programmatic In-House Tony Ralph, Director of Ad Technology Netflix Marketing Automation Is Engineering, Marketing Operations is DevOps Isaac Wyatt, Manager, Marketing Operations New Relic What Do Marketing & Martech Have to Do With Social Selling? Jill Rowley, Founder & Chief Evangelist #SocialSelling KEYNOTE Data, Design & Decisions John Maeda, Design Partner KPCB Adventures of an Ambitious Global Marketing Technology Project Thomas Stubbs, Global IT Leader of Digital Marketing The Coca-Cola Company Designing & Operating an “Always On” Marketing Program at Scale Corey Craig, Customer Experience Design & Innovation Lead Dell Putting the Human in Your Marketing Technology Stack Mayur Gupta, Global Head of Marketing Technology & Innovation Kimberly-Clark The Role of Technology in the Modern Creative Agency Fred Gerantabee, SVP/Director of Creative Technology Grey Group The Marketing Technology Myth: Connecting Systems & Experiences Jeff Cram, Chief Strategy Officer ISITE Design Storytelling & The Internet of Things John du Pre Gauntt, Adjunct Professor University of Washington Customer Data Platforms: This Doesn’t Change Everything (But It Changes Enough Things to Matter) David Raab, Principal Raab Associates “You Should Test That” — A Framework for Experience Optimization Chris Goward, CEO WiderFunnel It’s a Martech, Martech World Scott Brinker, Editor & Publisher chiefmartec.com March 31 – April 1, 2015 San Francisco Trends in 2015 for Major Marketing Platforms Alexander Hooshmand, VP Product Management, Oracle Chandar Pattabhiram, VP Product & Corporate Marketing, Marketo Eric Stahl, SVP Product Marketing, Salesforce How Martech Makes the CMO the Champion of Company-Wide Digital Transformation Rishi Dave, CMO, Dun & Bradstreet Jonathan Martin, CMO, EMC Follow the Martech Money: VCs, IPOs and M&A Neeraj Agrawal, General Partner, Battery Ventures Brian Andersen, Partner, LUMA Partners Ashu Garg, General Partner, Foundation Capital Ajay Agarwal, Managing Director, Bain Capital Ventures FIRESIDECHATS
  21. 21. Last night’s opening reception sponsors:

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