Good morning, are you caught up on all of our Discover MarTech sessions?

There were more than 30 presentations, so you may have missed a few — but, don’t fret. We’ve put together a quick hit list of some of our Discover MarTech virtual events. Think of it as a Discover MarTech cheat-sheet: 

Digital transformation is no longer a buzzword. It’s an imperative: As the COVID-19 crisis continues to dramatically shift consumer behavior, businesses across industries are neck-deep in an economy where digital transformation is imperative to surviving outcomes caused by the pandemic. But, Lytics President Jascha Kaykas-Wolff says the good news is it doesn’t take years, or major IT resources, to kick-off your digital transformation initiatives: “You do not need to connect together all of your customer data,” said Kaykas-Wolff.

How to build a martech stack for this era — and whatever comes next: Earlier this year, Acoustic’s team made a major pivot, relaunching whole sections of its website, and did it faster than they ever imagined. The company’s head of product marketing David Miller said it was possible because they had the forethought to put the right technology partners in place when they built their stack last July. “Your martech stack needs to be flexible enough to be able to pivot your strategies as they change,” said Miller, who believes all companies should have a Northstar to point to and define the key areas where there may be gaps.

Before you rip and replace another martech tool, it may be time to build a roadmap: During his Discover MarTech presentation, Openprise CEO Ed King outlined the challenges marketing technologists face in terms of building a scalable and manageable martech stack — and offered a roadmap for organizations to move their “martech maturity” to the next level. “When you try to install new technology to solve a problem, you may actually end up creating additional problems,” said King, “We really need to have a more methodical approach to look at how we deal with — or even refactor — our tech stack.” 

How real is your real-time marketing?: Event-triggered and real-time marketing will have the biggest impact on marketing activities in the next five years, according to Gartner, but many brands lack proficiency and tools to implement actual real-time marketing efforts. Pegasystems Product Marketing Manager Andrew LeClair says the primary issue is that marketers have more than 7,000 martech solutions, but no way to effectively combine multiple systems in a way that delivers sustainable real-time marketing efforts. He says real-time marketing is reliant on four specific capabilities: detection, data, decision and delivery. 

Don’t stop yet, there’s one more piece from Discover MarTech below — and it’s a big one. 

Amy Gesenhues,
Senior Editor

The Big Picture

The 2020 Marketing Technology Landscape gets a whole new look

During Discover Martech’s second-day keynote, MarTech Conference Chair Scott Brinker released the latest version of the Marketing Technology Landscape. The supergraphic came with a whole new look and feel, with entries crowdsourced from hundreds of contributors. It also included an interactive component that allows marketers to search and view all 8,000 solutions. 

“Growth from 2011 to 2020 is insane,” said Brinker, “Technology has truly become a primary pillar of how marketing operates.”


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