Scott Brinker | VP Platform Ecosystem at HubSpot | Program Chair of MarTech Conference

About our special guest: As VP Platform Ecosystem at HubSpot, he shapes the company's platform strategy and lead business programs for its global technology partner ecosystem. Before that, he was the co-founder and CTO of ion interactive, a SaaS company that pioneered interactive content for global enterprises (Cisco, Dell, DHL, General Mills, Microsoft, etc.) and was acquired in 2017. Since 2008, he also runs the Chief Marketing Technologist blog, chiefmartec.com, with over 50,000 readers, analyzing topics at the intersection of marketing, technology, and management. As one of his projects, he created the Marketing Technology Landscape, mapping the growth of the marketing technology industry from a few hundred vendors to 8,000. In 2014, he launched the MarTech conference, where he currently serve as the event's program chair, bringing together a community of thousands of senior marketing operations and technology professionals. He wrote the best-selling book "Hacking Marketing," published by Wiley in 2016, and co-authored of the article "The Rise of the Chief Marketing Technologist" published in Harvard Business Review. He is a frequent keynote speaker at conferences around the world on topics of marketing technology and agile marketing. On this #martech themed episode, he shared with us: >> Why he created this thing called marketing technology landscape, which is this crazy looking graphic that reminds me of the time when I was a fresh marketer entering the industry - of a Coachella Music Festival Poster on steroids! >> How he defines marketing technology? What is marketing technology? What does he mean by marketing and what does he mean by technology? >> Why CMOs and marketers all understand that to have a great brand, they have to deliver on customer experience in a digital world and marketing is the center of it all; Why he thinks marketing should be the champion of a great customer experience as well as the great place to start? >> Whether he agrees #tech is the easiest part of the equation, by turning over to #machinelearning #algorithms and #AI to personalize and and dynamically experiment with individual pieces of content, help CMOs and marketers to do less heavy lifting and shift their focus more on what’s happening between brand and its interface to the world >> Whether it is better to have in your team a technical person who knows marketing or vice versa ie. a marketing person who knows technology? >> What are his thoughts on AI in Marketing; Whether he has a category of AI on his marketing technology landscape? How much of AI is hype and how much is useful and real? >> How his “ more automated, more human and more magical chart” illustrates the kind of AI marketers love to see eg. AI detects a customer is having a problem and alerts a marketer who intervenes personally >> On the average business using hundreds of software which has created a huge problem of efficiency as data must move amongst these systems; What are the distinct solutions to this problem? How does he see this evolving in the next 5-10years? >> On his musical background as a Music major initially; Why he feels like having a creative outlet, such as music for example, can make one a better marketer and positively impact work in a lot of different ways? >> Where marketers can download the free 53-page mini-book — Martech 2030: 5 Trends in Marketing Technology for the Decade of the Augmented Marketer, co-written by him and WPP's global head of product management Jason Baldwin >> Useful Links: Free 53-page Mini-book: https://cdn.chiefmartec.com/wp-content/uploads/2020/10/martech-2030-brinker-baldwin.pdf Martech Landscape Supergraphic 2020:: https://chiefmartec.com/2020/04/marketing-technology-landscape-2020-martech-5000/