Good morning, what did you think of day one?

Of MarTech, I mean, our virtual conference featuring around 80 free, expert-led sessions, aimed at giving you actionable insights into a wide range of marketing and marketing ops challenges with valuable solutions.

I enjoyed Scott Brinker’s keynote, of course (see below). He named his five martech trends for the next decade. I think forecasting over a 10 year period is ambitious (but well done, Scott). Here are a couple of trends I’d add. The revival of contextual advertising: a certainty if the various attempts to replace third-party cookies with persistent identities don’t come to fruition.

That would pair with a decreased emphasis on personalization. I know not everyone wants to hear this, but for all the fine minds focused on getting it right, true personalization remains elusive. I’ve seen it demonstrated on-stage at all the big conferences (when we had stages), but how often do I get effective, relevant personalized messages from brands? Maybe that’s around one to five percent of what I see from them overall.

Kim Davis,
Editorial Director, MarTech Today

 
 
 
Future-forward
 

5 trends in martech for the decade ahead

Scott Brinker, Chief Martec and VP Platform Eco-System at HubSpot, kicked off the virtual MarTech conference with yesterday’s keynote. The full presentation can be accessed by registered attendees here.

“The folks at Twilio did a study of 2,500 companies, and they found that 97% of them reported that COVID-19 had sped up their digital transformation,” he said. “On average, companies said that it accelerated it by six years.” Some of this rapid transition has been painful, Brinker acknowledged, but: “There’s some good news. I really do believe we can do this.”

Here are Brinker’s top five martech trends for the next 10 years:

• No code (citizen creators);
• Platforms, networks and marketplaces;
• The great app explosion;
• From big data to big ops; and
• Humanizing human and machine.

Find out the implications of those trends: read more here.

 

Compare 13 top marketing automation platforms

MarTech Today’s “B2B Marketing Automation Platforms: A Marketer’s Guide” examines the market for B2B marketing automation software platforms. This report includes profiles of 13 leading B2B marketing automation vendors, capabilities comparisons, pricing information, and recommended steps for evaluating and purchasing.

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The Big Picture
 

A breakdown for the makers

Brinker not only charts further adoption of no-code tools as a major trend for the next decade, he’s even started to visualize how they map across content, data management and workflow. (Another landscape, Scott?). But how are these tools enhancing your own operations? I’d love to know. Email hpowderly@thirddoormedia.com.

 
Roles
 

A closer look at MarTech role types and T/I-shaped individuals

Brinker has proposed a categorization of (overlapping) martech roles, including maestro (orchestrator), marketer, modeler (data wrangler), and maker (builder of experiences). Steve Petersen, marketing technology manager at Western Governors University, wonders how “T-shaped” and “I-shaped” professionals fit the structure.

By T-shaped, Petersen means those individuals who can adequately practice skills across the full range of marketing ops, though they may specialize in one or two. I-shaped participants are heavily specialized in one skill. This is not a bright-line demarcation; many will fall on the scale between pure T- and I-shaped. 

“While not unheard of,” Petersen writes, “I bet the set of people who are both superb copywriters in the marketer quadrant and esteemed data analysts is small. One position requires creativity and a strong command of language while the data analyst is much more quantitative in nature. One interesting concern about the T-shaped individual in this sense is that a little quantitative expertise is both empowering and dangerous. To paraphrase an adage, one can prove almost anything with statistics. Thus, data in improper hands can sometimes lead to disastrous decisions.” 

The I-shaped individual, on the other hand, will need to rely upon other specialists whose priorities may not align with theirs. That can lead to frustration.

Read more here »

 
ROI
 

Making sure marketers bring value to the bottom line

When tough economic times hit companies, the marketing budget is often the first to get cut. Why? Because often marketers do not always know how to show the value that they bring to the bottom line. 

This does not have to be the case, said Poly’s Senior Director of Marketing Operations and Enablement Jenifer Salzwedel at the MarTech Conference. 

“Marketers can drive real business value by becoming more operationally agile, increasing efficiency and speed and getting alignment with teams,” said Salzwedel. 

By being more operationally agile, marketers can rapidly respond to the fast-changing demands of consumers, with increased efficiency and speed. Better alignment with internal teams provides an enhanced ability to cover tasks that directly impact revenue and sales, putting the marketing department in a better position to show its worth to executives. 

Registered attendees can watch the whole presentation here.

Why we care. The pressure on marketing to prove itself a profit center rather than a cost center has never been greater.

 

TODAY: Attend MarTech online for free

Join us today and tomorrow for dozens of tactic-rich sessions, empowering keynotes, virtual networking, and more… all for free. Log on now!

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Quote of the Day
 

“When I look at the trends that are already underway in marketing technology today, and start to extrapolate them for the next 10 years, things are gonna get really cool.” Scott Brinker, Program Chair, MarTech.