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The State of Marketing Technology 2017 By Scott Brinker

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From the #MarTech San Francisco Conference in San Francisco, California May 9-11, 2017. SESSION: The State of Marketing Technology. PRESENTATION: The State of Marketing Technology 2017 - Given by Scott Brinker, @ChiefMartec - ChiefMartec.com, MarTech Conference Chair & Editor

Published in: Marketing

The State of Marketing Technology 2017 By Scott Brinker

  1. 1. The State of Marketing Technology 2017 @chiefmartec
  2. 2. @chiefmartec Program Chair Editor (Blogger) Co-founder & CTO AuthorScott Brinker
  3. 3. @chiefmartec Music by Jeff Raab
  4. 4. @chiefmartec Lyrics by David Raab Music by Jeff Raab
  5. 5. @chiefmartec NETWORK: MarTechConf PASSWORD: martech5000
  6. 6. @chiefmartec #MarTech
  7. 7. @chiefmartec
  8. 8. @chiefmartec
  9. 9. @chiefmartec
  10. 10. @chiefmartec Advisory Board
  11. 11. @chiefmartec #MarTech
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  16. 16. $7,800 total donation
  17. 17. @chiefmartec
  18. 18. @chiefmartec Congratulations to the 2017 Stackie Awards Winners!
  19. 19. @chiefmartec Congratulations to the 2017 Hackie Awards Winners!
  20. 20. @chiefmartec
  21. 21. @chiefmartec
  22. 22. @chiefmartec Want to fold a few thousand logos into a PowerPoint slide?
  23. 23. @chiefmartec “Hey, Scott, let me know if there’s ever anything I can do to help…”
  24. 24. @chiefmartec “I volunteer.”
  25. 25. @chiefmartec What is your quest?
  26. 26. @chiefmartec #FeelTheData
  27. 27. @chiefmartec
  28. 28. @chiefmartec Still a Lot of Buzz Around Marketing Technology
  29. 29. @chiefmartec
  30. 30. @chiefmartec vs.
  31. 31. @chiefmartec vs. vs.
  32. 32. @chiefmartec Three rank trackers enter. One rank tracker leaves.
  33. 33. @chiefmartec
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  37. 37. @chiefmartec 2011 2012 2014 2015 2016 2017 ? ? ? ? ? ~150 ~350 ~1,000 ~2,000 ~3,500 A Brief History of Martech Consolidation
  38. 38. @chiefmartec One million logos.
  39. 39. @chiefmartec
  40. 40. @chiefmartec
  41. 41. @chiefmartec
  42. 42. @chiefmartec 2011 2012 2014 2015 2016 2017~150 ~350 ~1,000 ~2,000 ~3,500 A Brief History of Martech Consolidation ~5,000
  43. 43. @chiefmartec 5,381 solutions 39% growth 4,891 unique 40% growth Only 4.7% of solutions from the 2016 landscape were removed (another 3.5% changed name or category).
  44. 44. @chiefmartec Enterprise 6.9% 32 years Kind of Company Percent Average Age SMB 44.2% 10 years Startup 48.8% 7 years more than 1,000 employees or public fewer than 1,000 employees, private or unknown funding investor funded company at any pre-exit stage
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  47. 47. @chiefmartec A Google sheet of all 5,381 solutions is embedded in the landscape post on chiefmartec.com http://chiefmartec.com/2017/05/marketing-technology-landscape-supergraphic-2017/
  48. 48. @chiefmartec
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  52. 52. @chiefmartec Just one more martech acquisition? It’s only wafer thin…
  53. 53. @chiefmartec 2011 2015 2016 2017 2012 2014
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  57. 57. @chiefmartec
  58. 58. @chiefmartec marketing technology products revenue/marketshare The “Long Tail” of Marketing Technology a few $1 billion+ giants dozens to hundreds of $100 million+ leaders thousands of < $100 million niche innovators, vertical specialists, and new challengers This looks like the classic distribution of choices in an open digital platform.
  59. 59. @chiefmartec 21% of these companies — over 1,000 — label themselves as a “platform.” “Platform” is 2nd most common word in the meta description of these vendor websites, only a little less than “marketing.”
  60. 60. @chiefmartec You keep using that word. I don’t think it means what you think it means. It’s a platform!
  61. 61. @chiefmartec • CRM • MAP • CMS • CDP • DMP • RTIM • iPaaS centralized platforms distributed platforms CRM = customer relationship management MAP = marketing automation platform CMS = content management system iPaaS = integration-platform-as-a-service A spectrum of “platforms” for marketing CDP = customer data platform DMP = data management platform RTIM = real-time interaction management (fixed) (virtual) hybrid platforms
  62. 62. @chiefmartec
  63. 63. @chiefmartec 1. DENIAL This is the marketing department, not IT. We don’t need a stack of software.
  64. 64. @chiefmartec 2. ANGER I really hate the bastard who keeps making these landscapes.
  65. 65. @chiefmartec 3. BARGAINING How about if I just buy everything from one marketing cloud vendor?
  66. 66. @chiefmartec 4. DEPRESSION We’re never going to get this to work — this is why CMO tenure is so short!
  67. 67. @chiefmartec 5. ACCEPTANCE This is the state of marketing today, and it’s actually pretty cool.
  68. 68. @chiefmartec
  69. 69. @chiefmartec
  70. 70. @chiefmartec Instead of suite or best-of-breed… it’s really suite and best-of-breed.
  71. 71. @chiefmartec
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  77. 77. @chiefmartecMy God, it’s full of stars.
  78. 78. @chiefmartec
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  82. 82. @chiefmartec Back off, man. I’m a scientist.
  83. 83. @chiefmartec
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  86. 86. @chiefmartec SCIENCEART vs.
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  93. 93. @chiefmartec CURRENT STATE: Most planning and execution is fragmented within the channel swim lanes. The customer is at the center of each channel, but not at the center of the ecosystem. eCommerce Customer Experience eCommerce Mom Email Customer Experience Email Mom Mobile Customer Experience Mobile Mom Social Customer Experience Social Mom Retail Customer Experience Retail Mom
  94. 94. @chiefmartec IN-APP EMAILOPS SEARCH DISPLAY OLV .COM .OOH .SMS/MMS SOCIAL TV LP&MICROSI YIM&MISC PRODUCT MARKETING BRAND & CREATIVE MARKETING ANALYTICS CONSUMER INSIGHTS REWARDS & LOYALTY AD INSIGHTS & EFF MARKETING OPS MARKETING TECH CUSTOMER SUPPORT Capabilities and teams continuously evolve Channel planning & execution org model CONSUMER BROKEN EXPERIENCE BY CHANNEL
  95. 95. @chiefmartec SIZE MARKET OPPORTUNIT Y ADDRESSAB LE MARKET GROWTH SEGMENTS GROWTH BEHAVIOR BRIEF AWARENESS & CONSIDERATION ALWAYS-ON ACQUISITION ALWAYS-ON ENGAGEMENT (NEW SEGMENTS) 1 2 3b ALWAYS-ON ENGAGEMENT = RETENTION  LOYALTY  ADVOCACY 3a Need to Adopt a Growth Operating Model within Marketing
  96. 96. @chiefmartec Capability Leaders Growth Strategy & Planners Channel Owners Responsible for ongoing evolution & roadmap for respective capability — feeds into all growth/marketing strategies Responsible for orchestrating growth for brand & business; across awareness + acquisition + retention Responsible for managing the vision, strategy and execution for respective channels, but in response to the growth strategy Only 3 types of functions should drive brand, user & business growth:
  97. 97. @chiefmartec Central growth strategy & planning acts as the linchpin Capability Leaders Growth Strategy & Planners Channel Owners USER + GROWTH Centrally orchestrate brand & business growth Align experiences and operating model more closely to the user journey OWN & PROTECT user experience
  98. 98. @chiefmartec
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  101. 101. @chiefmartec Morning Break (Expo Hall Open) 10:30am – 11:15am First Track Sessions 11:15am – 12:00pm Executive Track Data & Analytics Track Adtech & Social Track Digital Transformation Track Solutions Track
  102. 102. @chiefmartec “Martech.”
  103. 103. programmed by: In association with: &

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