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: