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Springtime in #MarTech
Scott Brinker, Program Chair @chiefmartec
Springtime in #MarTech
WiFi: MarTechConf
Password: unicorns
Electricity: front rows, lounge in back.
Scott Brinker, Program Chair @chiefmartec
Co-founder & CTO
Software and services
for interactive content.
Author & Editor
Blog on the entwining of
marketing & technology.
Program Chair
Marketing tech
conference.
How The Marketing Technology Landscape is Blooming
How The Marketing Technology Landscape is Blooming
How The Marketing Technology Landscape is Blooming
How The Marketing Technology Landscape is Blooming
Everything blossoms.
Days get longer.
Temperatures heat up.
Predators emerge from hibernation.
Springtime:
How The Marketing Technology Landscape is Blooming
How The Marketing Technology Landscape is Blooming
How The Marketing Technology Landscape is Blooming
Aug 2011 Sep 2012 Jan 2014 Jan 2015
Source: Signal, September 2014
Evolving rapidly
Evolving at
light speed
Has been
growing
steadilyHas
evolved
slightlyNot
much
How The Marketing Technology Landscape is Blooming
Marketing
My
company.
You
are
here.
You
are
here.
The system
dynamics
of 2,000+
marketing
technology
vendors.
How The Marketing Technology Landscape is Blooming
How The Marketing Technology Landscape is Blooming
Worldwide Marketing Software Forecast 2014-2018
Source: IDC
$20.2 billion
$32.4 billion
How The Marketing Technology Landscape is Blooming
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)
Source: Econsultancy and Tealium, 2015
51% have 21 or more vendors in 2015
(compared to 36% in 2012)
How The Marketing Technology Landscape is Blooming
How The Marketing Technology Landscape is Blooming
How The Marketing Technology Landscape is Blooming
How The Marketing Technology Landscape is Blooming
Architecture and strategy:
the difference between
a marketing stack and
a marketing pile.
“Technology is only as good as the story.”
– Ann Handley
But in a digital world,
programming is storytelling too.
• 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.
Marketing today
isn’t about getting
buyers to picture
your narrative…
It’s about getting
them to experience it.
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
Last night’s opening
reception sponsors:
How The Marketing Technology Landscape is Blooming
How The Marketing Technology Landscape is Blooming
How The Marketing Technology Landscape is Blooming
How The Marketing Technology Landscape is Blooming
How The Marketing Technology Landscape is Blooming

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How The Marketing Technology Landscape is Blooming

  • 1. Springtime in #MarTech Scott Brinker, Program Chair @chiefmartec
  • 2. Springtime in #MarTech WiFi: MarTechConf Password: unicorns Electricity: front rows, lounge in back. Scott Brinker, Program Chair @chiefmartec
  • 3. Co-founder & CTO Software and services for interactive content. Author & Editor Blog on the entwining of marketing & technology. Program Chair Marketing tech conference.
  • 8. Everything blossoms. Days get longer. Temperatures heat up. Predators emerge from hibernation. Springtime:
  • 12. Aug 2011 Sep 2012 Jan 2014 Jan 2015
  • 13. Source: Signal, September 2014 Evolving rapidly Evolving at light speed Has been growing steadilyHas evolved slightlyNot much
  • 22. Worldwide Marketing Software Forecast 2014-2018 Source: IDC $20.2 billion $32.4 billion
  • 24. 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)
  • 25. Source: Econsultancy and Tealium, 2015 51% have 21 or more vendors in 2015 (compared to 36% in 2012)
  • 30. Architecture and strategy: the difference between a marketing stack and a marketing pile.
  • 31. “Technology is only as good as the story.” – Ann Handley But in a digital world, programming is storytelling too.
  • 32. • 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.
  • 33. Marketing today isn’t about getting buyers to picture your narrative…
  • 34. It’s about getting them to experience it.
  • 35. 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