why search marketers will inherit the earth (or at least martech) by scott brinker
TRANSCRIPT
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#SMX @chiefmartec
Everything I Know About Martech, I Learned As A Search Marketer
WHY SEARCH MARKETERS WILL
INHERIT THE EARTH(World, Planet, Globe, …)
OR AT LEAST MARTECH
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#SMX @chiefmartec
Everything I Know About Martech, I Learned As A Search Marketer
WHY SEARCH MARKETERS WILL
INHERIT THE EARTH(World, Planet, Globe, …)
OR AT LEAST MARTECH
![Page 3: Why Search Marketers Will Inherit the Earth (Or At Least MarTech) By Scott Brinker](https://reader031.vdocument.in/reader031/viewer/2022022415/5a647d027f8b9a31568b4c39/html5/thumbnails/3.jpg)
#SMX @chiefmartec
Program Chair
Editor
VP Platform Ecosystem
AuthorScott Brinker PreviouslyCo-founder & CTO
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#SMX @chiefmartec
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#SMX @chiefmartec
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#SMX @chiefmartec
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#SMX @chiefmartec
SEO is dead.
Martech will consolidate.
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#SMX @chiefmartec
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#SMX @chiefmartec
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#SMX @chiefmartec
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#SMX @chiefmartec
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#SMX @chiefmartec
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#SMX @chiefmartec
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#SMX @chiefmartec
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#SMX @chiefmartec
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#SMX @chiefmartec
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#SMX @chiefmartec
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#SMX @chiefmartec
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#SMX @chiefmartec
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#SMX @chiefmartec
vs. vs.
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#SMX @chiefmartec
Three rank trackers enter. One rank tracker leaves.
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#SMX @chiefmartec
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#SMX @chiefmartec
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#SMX @chiefmartec
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#SMX @chiefmartec
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#SMX @chiefmartec
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#SMX @chiefmartec
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#SMX @chiefmartec
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#SMX @chiefmartec
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#SMX @chiefmartec
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#SMX @chiefmartec
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#SMX @chiefmartec@chiefmartec
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#SMX @chiefmartec@chiefmartec
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#SMX @chiefmartec@chiefmartec
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#SMX @chiefmartec
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#SMX @chiefmartec
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#SMX @chiefmartec
Best-of-Breed Marketing Technology Stacks
> 2X more popular than single-vendor suites
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#SMX @chiefmartec@chiefmartec
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#SMX @chiefmartec@chiefmartec
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#SMX @chiefmartec@chiefmartec
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#SMX @chiefmartec45
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#SMX @chiefmartec
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#SMX @chiefmartec
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#SMX @chiefmartec
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#SMX @chiefmartec
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#SMX @chiefmartec
Do you have someone explicitly in charge of
marketing technology?
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#SMX @chiefmartec
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#SMX @chiefmartec@chiefmartec
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#SMX @chiefmartec@chiefmartec
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#SMX @chiefmartec@chiefmartec
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#SMX @chiefmartec
60.7%
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#SMX @chiefmartec
9 ReasonsWhy Search MarketersMake Totally AwesomeMarketing Technology
Leaders
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#SMX @chiefmartec
1. Managing an evolving, diverse marketing technology toolset
2. Taking an analytical approach to performance-based marketing
3. Embracing A/B testing at the crossroads of marketing art & science
4. Running agile marketing to quickly iterate with feedback loops
5. Crafting effective user experience (conversion optimization)
6. Operating digital marketing campaigns at (massive!) scale
7. Adapting to major environmental changes (e.g., Google algorithms)
8. Strategically blending paid, owned, and earned media
9. Designing contextual customer journeys across multiple touchpoints
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#SMX @chiefmartec
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#SMX @chiefmartec
1. Managing an evolving, diverse marketing technology toolset
2. Taking an analytical approach to performance-based marketing
3. Embracing A/B testing at the crossroads of marketing art & science
4. Running agile marketing to quickly iterate with feedback loops
5. Crafting effective user experience (conversion optimization)
6. Operating digital marketing campaigns at (massive) scale
7. Adapting to major environmental changes (e.g., Google algorithms)
8. Strategically blending paid, owned, and earned media
9. Designing contextual customer journeys across multiple touchpoints
![Page 66: Why Search Marketers Will Inherit the Earth (Or At Least MarTech) By Scott Brinker](https://reader031.vdocument.in/reader031/viewer/2022022415/5a647d027f8b9a31568b4c39/html5/thumbnails/66.jpg)
#SMX @chiefmartec
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#SMX @chiefmartec
1. Managing an evolving, diverse marketing technology toolset
2. Taking an analytical approach to performance-based marketing
3. Embracing A/B testing at the crossroads of marketing art & science
4. Running agile marketing to quickly iterate with feedback loops
5. Crafting effective user experience (conversion optimization)
6. Operating digital marketing campaigns at (massive) scale
7. Adapting to major environmental changes (e.g., Google algorithms)
8. Strategically blending paid, owned, and earned media
9. Designing contextual customer journeys across multiple touchpoints
![Page 68: Why Search Marketers Will Inherit the Earth (Or At Least MarTech) By Scott Brinker](https://reader031.vdocument.in/reader031/viewer/2022022415/5a647d027f8b9a31568b4c39/html5/thumbnails/68.jpg)
#SMX @chiefmartec
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#SMX @chiefmartec
1. Managing an evolving, diverse marketing technology toolset
2. Taking an analytical approach to performance-based marketing
3. Embracing A/B testing at the crossroads of marketing art & science
4. Running agile marketing to quickly iterate with feedback loops
5. Crafting effective user experience (conversion optimization)
6. Operating digital marketing campaigns at (massive) scale
7. Adapting to major environmental changes (e.g., Google algorithms)
8. Strategically blending paid, owned, and earned media
9. Designing contextual customer journeys across multiple touchpoints
![Page 70: Why Search Marketers Will Inherit the Earth (Or At Least MarTech) By Scott Brinker](https://reader031.vdocument.in/reader031/viewer/2022022415/5a647d027f8b9a31568b4c39/html5/thumbnails/70.jpg)
#SMX @chiefmartec
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#SMX @chiefmartec70
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#SMX @chiefmartec71
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#SMX @chiefmartec
1. Managing an evolving, diverse marketing technology toolset
2. Taking an analytical approach to performance-based marketing
3. Embracing A/B testing at the crossroads of marketing art & science
4. Running agile marketing to quickly iterate with feedback loops
5. Crafting effective user experience (conversion optimization)
6. Operating digital marketing campaigns at (massive) scale
7. Adapting to major environmental changes (e.g., Google algorithms)
8. Strategically blending paid, owned, and earned media
9. Designing contextual customer journeys across multiple touchpoints
![Page 74: Why Search Marketers Will Inherit the Earth (Or At Least MarTech) By Scott Brinker](https://reader031.vdocument.in/reader031/viewer/2022022415/5a647d027f8b9a31568b4c39/html5/thumbnails/74.jpg)
#SMX @chiefmartec
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#SMX @chiefmartec
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#SMX @chiefmartec
1. Managing an evolving, diverse marketing technology toolset
2. Taking an analytical approach to performance-based marketing
3. Embracing A/B testing at the crossroads of marketing art & science
4. Running agile marketing to quickly iterate with feedback loops
5. Crafting effective user experience (conversion optimization)
6. Operating digital marketing campaigns at (massive) scale
7. Adapting to major environmental changes (e.g., Google algorithms)
8. Strategically blending paid, owned, and earned media
9. Designing contextual customer journeys across multiple touchpoints
![Page 77: Why Search Marketers Will Inherit the Earth (Or At Least MarTech) By Scott Brinker](https://reader031.vdocument.in/reader031/viewer/2022022415/5a647d027f8b9a31568b4c39/html5/thumbnails/77.jpg)
#SMX @chiefmartec
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#SMX @chiefmartec
1. Managing an evolving, diverse marketing technology toolset
2. Taking an analytical approach to performance-based marketing
3. Embracing A/B testing at the crossroads of marketing art & science
4. Running agile marketing to quickly iterate with feedback loops
5. Crafting effective user experience (conversion optimization)
6. Operating digital marketing campaigns at (massive) scale
7. Adapting to major environmental changes (e.g., Google algorithms)
8. Strategically blending paid, owned, and earned media
9. Designing contextual customer journeys across multiple touchpoints
![Page 79: Why Search Marketers Will Inherit the Earth (Or At Least MarTech) By Scott Brinker](https://reader031.vdocument.in/reader031/viewer/2022022415/5a647d027f8b9a31568b4c39/html5/thumbnails/79.jpg)
#SMX @chiefmartec
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#SMX @chiefmartec
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#SMX @chiefmartec
1. Managing an evolving, diverse marketing technology toolset
2. Taking an analytical approach to performance-based marketing
3. Embracing A/B testing at the crossroads of marketing art & science
4. Running agile marketing to quickly iterate with feedback loops
5. Crafting effective user experience (conversion optimization)
6. Operating digital marketing campaigns at (massive) scale
7. Adapting to major environmental changes (e.g., Google algorithms)
8. Strategically blending paid, owned, and earned media
9. Designing contextual customer journeys across multiple touchpoints
![Page 82: Why Search Marketers Will Inherit the Earth (Or At Least MarTech) By Scott Brinker](https://reader031.vdocument.in/reader031/viewer/2022022415/5a647d027f8b9a31568b4c39/html5/thumbnails/82.jpg)
#SMX @chiefmartec
http://streetfightmag.com/2013/01/14/leveraging-converged-media-in-local-digital-marketing/
![Page 83: Why Search Marketers Will Inherit the Earth (Or At Least MarTech) By Scott Brinker](https://reader031.vdocument.in/reader031/viewer/2022022415/5a647d027f8b9a31568b4c39/html5/thumbnails/83.jpg)
#SMX @chiefmartec
1. Managing an evolving, diverse marketing technology toolset
2. Taking an analytical approach to performance-based marketing
3. Embracing A/B testing at the crossroads of marketing art & science
4. Running agile marketing to quickly iterate with feedback loops
5. Crafting effective user experience (conversion optimization)
6. Operating digital marketing campaigns at (massive) scale
7. Adapting to major environmental changes (e.g., Google algorithms)
8. Strategically blending paid, owned, and earned media
9. Designing contextual customer journeys across multiple touchpoints
![Page 84: Why Search Marketers Will Inherit the Earth (Or At Least MarTech) By Scott Brinker](https://reader031.vdocument.in/reader031/viewer/2022022415/5a647d027f8b9a31568b4c39/html5/thumbnails/84.jpg)
#SMX @chiefmartec
![Page 85: Why Search Marketers Will Inherit the Earth (Or At Least MarTech) By Scott Brinker](https://reader031.vdocument.in/reader031/viewer/2022022415/5a647d027f8b9a31568b4c39/html5/thumbnails/85.jpg)
#SMX @chiefmartec
![Page 86: Why Search Marketers Will Inherit the Earth (Or At Least MarTech) By Scott Brinker](https://reader031.vdocument.in/reader031/viewer/2022022415/5a647d027f8b9a31568b4c39/html5/thumbnails/86.jpg)
#SMX @chiefmartec
![Page 87: Why Search Marketers Will Inherit the Earth (Or At Least MarTech) By Scott Brinker](https://reader031.vdocument.in/reader031/viewer/2022022415/5a647d027f8b9a31568b4c39/html5/thumbnails/87.jpg)
#SMX @chiefmartec
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#SMX @chiefmartec
![Page 89: Why Search Marketers Will Inherit the Earth (Or At Least MarTech) By Scott Brinker](https://reader031.vdocument.in/reader031/viewer/2022022415/5a647d027f8b9a31568b4c39/html5/thumbnails/89.jpg)
#SMX @chiefmartec
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#SMX @chiefmartec
SEO is dead.
Martech will consolidate.
**
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#SMX @chiefmartec
LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU! SEE YOU AT THE NEXT #SMX