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Scott Brinker
Boston, MA
I'm a marketing technologist and a technology marketer.
Recent Activity
Marketing technology management can look straightforward on paper, when analysts and pundit-bloggers such as myself draw simplified diagrams of new organizational structures with a few quick brushstrokes. But the real work of implementing these organizational changes for "the new marketing"... Continue reading
Posted Jan 30, 2013 at Chief Marketing Technologist
Great point, Terry. The dynamics between marketing and sales are fascinating -- and I agree there's a lot of innovation happening at that nexus. And there probably should be more.
Here's another way to visualize the relationship between big data and the other innovations happening in the marketing department. I propose that there are three epicenters of innovation in modern marketing: The first is customer communications and the revolution brought... Continue reading
Posted Jan 28, 2013 at Chief Marketing Technologist
There are few companies that are witness to The Great Digital Transformation of the world at the scale of IBM. And as that transformation overtakes the marketing department — an epic collision of cultures like no other in the history... Continue reading
Posted Jan 24, 2013 at Chief Marketing Technologist
I like the phrase "icon ghetto" -- I'll use that in the next update. :-) Couldn't agree more with the sentiment that strategy (and for that matter people and culture) trump tools. No strategy is implied in the above graphic. But I find it fascinating to get a glimpse of the breadth and depth of marketing software out there.
Let's face it: marketing is in a big data bubble. That's both a "big data" bubble and, more generally, a big "data" bubble. Everyone is talking about data, big data, data analytics, big data analytics. Vendors, analysts, consultants, pundits, bloggers,... Continue reading
Posted Jan 21, 2013 at Chief Marketing Technologist
Great idea, Varadh. There's nothing quite like living something "on the ground" to truly appreciate its dynamics.
Kathleen -- thanks for a great comment and shedding more light on the context of your prediction. The idea of bringing in non-marketing technical talent and training them on marketing is a good one. I like it because it cross-pollinates a broader set of perspectives. For instance, having someone with supply-chain or logistic experience, seems like it could indeed bring a number of innovative approaches to the burgeoning "marketing operations" challenge. My only caution would be that much of marketing's "data" is much softer than traditional IT, operations, or science functions. And the data is ultimately only valuable if it can be harnessed in the service of delivering better (and more profitable) customer experiences. While this conceptually has a natural heritage with traditional marketing, the actual reality of implementing this is very different. So I still think CMOs would benefit significantly from at least a few linchpins who have synthesized the marketing and the technology together -- I'm not a big fan of the label, but the "growth hackers" of Silicon Valley are a great example of this kind of talent. They can help make sure that the technical people who are being trained on marketing are being trained on the *new* kind of marketing that can really best harness their capabilities.
"Starting in 2013, after the CMO realizes that he/she does not have the skill sets in place for data analytics proficiency, 50% of new marketing hires will have technical backgrounds." That is prediction #5 on IDC's Top 10 CMO Predictions... Continue reading
Posted Jan 13, 2013 at Chief Marketing Technologist
Hi, Maximilian. Yes! I couldn't agree more with the notion of data-driven species (genus? family?). The list from Gord that I quoted wasn't intended to be comprehensive, just a handful of examples. The evolving family tree of marketer species does seem like it would make a pretty cool infographic. :-) Scott
"As a marketer, you have two choices: adapt and survive, or stand still and die. The ones who do the first the best will emerge at the top of the marketing food chain." That's the concluding quote from Gord Hotchkiss's... Continue reading
Posted Jan 11, 2013 at Chief Marketing Technologist
Jamie -- I couldn't agree more with you on the power of "hypothesize, test, and validate (or falsify) with data" loop. I think the stretch would be thinking that we didn't need humans in the hypothesis stage of that loop because hypotheses could be automatically induced from all our existing data and a comprehensive model of how that governs customer behavior.
Fun metaphor! I think the danger would be is if you then said, "And those six truckloads of crackers are the key to world peace." :-) Scott
Great article in The New York Times this past weekend, Can Social Media Sell Soap?, sheds some light on the war in marketing between the "humanists" of Don Draper's world and the "quants" of the digital marketing revolution. The essence... Continue reading
Posted Jan 7, 2013 at Chief Marketing Technologist
The Jordan, Edmiston Group, Inc. (JEGI) investment bank released their report of 2012 M&A deals in media, information, marketing, and technology sectors last week. Overall, the number of deals and the total value of deals were way up — a... Continue reading
Posted Jan 2, 2013 at Chief Marketing Technologist
Here's a parting story from 2012 that I think sets the stage for a major theme of 2013: data has power. Last week a newspaper in New York published an interactive map of gun permit owners in Westchester and Rockland... Continue reading
Posted Jan 1, 2013 at Chief Marketing Technologist
Wow, this certainly tops off a spectacular year in the marketing technology space: yesterday, Eloqua announced that it was being acquired by Oracle for $871 million. Reflecting on this last night, five thoughts came to mind: Thought #1: Congratulations First,... Continue reading
Posted Dec 21, 2012 at Chief Marketing Technologist
It's been a great year — and a busy one — for everyone in the marketing technology space. And all indications are that next year will be even more of a rocketship. For now though, I just want to say... Continue reading
Posted Dec 20, 2012 at Chief Marketing Technologist
One of my favorite marketers in the Boston area is Frank Days. He's super smart, speaks his mind, and is a great champion of innovation in the marketing department. He was one of the early pioneers of agile marketing, implementing... Continue reading
Posted Dec 19, 2012 at Chief Marketing Technologist
"What the heck is this agile marketing thing people keep talking about?!" If that question is on your mind — and you aren't familiar with agile software development, from which its ideas sprang — this 5 minute video will give... Continue reading
Posted Dec 18, 2012 at Chief Marketing Technologist
Admittedly, the statistical validity of that headline is suspect. As a child of the 80's, back when people actually watched commercials on our sole screen in the living room, such tag lines were embedded in my psyche and occasionally pop... Continue reading
Posted Dec 9, 2012 at Chief Marketing Technologist
I'm giving a presentation today at the ITSMA's annual marketing conferencing on the topics of agile marketing and the rise of marketing technologists — two of my favorite subjects. I'll be discussing them in the context of the 5 meta-trends... Continue reading
Posted Dec 4, 2012 at Chief Marketing Technologist
The reason why I like Google's term "ZMOT" — the Zero Moment of Truth — is because I really do visualize that the distance of most prospect's initial moment-of-truth with a company has collapsed to effectively zero. It's the distance... Continue reading
Posted Nov 30, 2012 at Chief Marketing Technologist
Chris -- thanks for the dissenting voice! Actually, I agree with the essence of your critique. It's kind of like we're rediscovering customer insight and customer experience in the digital age. But you're absolutely right that such principles have been at the heart of marketing for 50 years. In fairness, I do think the age of the customer we're in is qualitatively different than marketing in the past -- not just the technology, although that is a big new elephant in the room -- but the way in which companies interact with their customers at scale, the way customers interact with each other, and the new norms that are emerging in the process. I also think that while the four P's -- which included Product first and foremost -- were always the foundation of marketing and very strategic in nature, the P of Promotion had kind of taken over the bulk of marketing. Not just in public perception, but in how most marketers spent most of their time and the influence they wielded in the organization. There were exceptions, of course. But for many companies, marketing = promotion. It's ironic that the digital revolution now is perhaps bringing some of those other P's -- with Product as the entirety of the customer experience at the center -- back into the limelight with a vengeance. That's a wonderful thing, but you're right, it's not really a new concept. The technology aspects of all this are huge and complicated, and I do think they deserve a lot more executive marketing attention than ever before. But you said it best: technology is an enabler. What's ultimately important, still, is how a company leverages all that to deliver a remarkable customer experience and build a distinctive, valuable brand. Take the techno-babble with a grain of salt. ;-)