How The Marketing Technology Landscape is Blooming
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Transcript of How The Marketing Technology Landscape is Blooming
Springtime in #MarTechScott Brinker, Program Chair @chiefmartec
Springtime in #MarTech
WiFi: MarTechConfPassword: unicorns
Electricity: front rows, lounge in back.
Scott Brinker, Program Chair @chiefmartec
Co-founder & CTOSoftware and servicesfor interactive content.
Author & EditorBlog on the entwining of marketing & technology.
Program ChairMarketing techconference.
Everything blossoms.Days get longer.Temperatures heat up.Predators emerge from hibernation.
Springtime:
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
Marketing
My company.
You are
here.
You are
here.
The system dynamics of 2,000+ marketing technology
vendors.
Worldwide Marketing Software Forecast 2014-2018
Source: IDC
$20.2 billion
$32.4 billion
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)
Architecture and strategy:the difference between
a marketing stack anda 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 woveninto the narrative of your buyer’s journey.
Marketing today isn’t about getting
buyers to picture your narrative…
It’s about gettingthem to experience it.
Building a Marketing Technology Organization from the Ground UpJoseph Kurian, Head of Marketing Technology & InnovationAetna
Establishing a New Marketing Technology Function in a Complex EnvironmentSaad Hameed, Head of Marketing TechnologyLinkedIn
The Martech Blueprint ImperativeCynthia Gumbert, VP Digital and New Account DevelopmentCA Technologies
Use Your Technology Prowess to Build a Customer-Obsessed EnterpriseLaura Ramos, VP, Principal Analyst Forrester Research
Driving the Soft Changes that Unlock Martech PotentialPatrick Spenner, Managing DirectorCEB
Leaps of Imagination: Creativity in a Data & Process-Driven WorldGerry Murray, Research ManagerIDC
A Whirlygig Tour of Emerging Marketing Technology CategoriesJay Famico, Practice Director, TechnologySiriusDecisions
Lean Product Design Isthe New MarketingJeff Gothelf, PrincipalNeo.com
Adtech Meets Martech: Bringing Programmatic In-HouseTony Ralph, Director of Ad TechnologyNetflix
Marketing Automation Is Engineering, Marketing Operations is DevOpsIsaac Wyatt, Manager, Marketing OperationsNew Relic
What Do Marketing & Martech Have to Do With Social Selling?Jill Rowley, Founder & Chief Evangelist#SocialSelling
KEYNOTEData, Design & DecisionsJohn Maeda, Design PartnerKPCB
Adventures of an Ambitious Global Marketing Technology ProjectThomas Stubbs, Global IT Leader of Digital MarketingThe Coca-Cola Company
Designing & Operating an “Always On” Marketing Program at ScaleCorey Craig, Customer Experience Design & Innovation LeadDell
Putting the Human in Your Marketing Technology StackMayur Gupta, Global Head of Marketing Technology & InnovationKimberly-Clark
The Role of Technology in the Modern Creative AgencyFred Gerantabee, SVP/Director of Creative TechnologyGrey Group
The Marketing Technology Myth: Connecting Systems & ExperiencesJeff Cram, Chief Strategy OfficerISITE Design
Storytelling & The Internet of ThingsJohn du Pre Gauntt, Adjunct ProfessorUniversity of Washington
Customer Data Platforms: This Doesn’t Change Everything (But It Changes Enough Things to Matter)David Raab, PrincipalRaab Associates
“You Should Test That” — A Framework for Experience OptimizationChris Goward, CEOWiderFunnel
It’s a Martech, Martech WorldScott Brinker, Editor & Publisherchiefmartec.com
March 31 – April 1, 2015San Francisco
Trends in 2015 for Major Marketing PlatformsAlexander Hooshmand, VP Product Management, OracleChandar Pattabhiram, VP Product & Corporate Marketing, MarketoEric Stahl, SVP Product Marketing, Salesforce
How Martech Makes the CMO the Champion of Company-Wide Digital TransformationRishi Dave, CMO, Dun & BradstreetJonathan Martin, CMO, EMC
Follow the Martech Money: VCs, IPOs and M&ANeeraj Agrawal, General Partner, Battery VenturesBrian Andersen, Partner, LUMA PartnersAshu Garg, General Partner, Foundation CapitalAjay Agarwal, Managing Director, Bain Capital VenturesFI
RES
IDE
CH
ATS
Last night’s opening reception sponsors: