The marketing technology landscape is big, broad, and deep. (Feel free to mentally insert other, more colorful, adjectives.) So many different kinds of solutions fall under that umbrella, and they don’t always fit into nice, neat categories.
This contributes to the confusion that many marketers feel around martech. It’s generally not clear what the taxonomy of the solution space is, which makes it difficult to break it down into smaller, more manageable chunks of capabilities. It’s fascinating to see how the marketers who submitted their marketing stacks to The Stackies have thought about this…
…Have wrestled with this challenge for 7 years, I’ve sketched dozens ideas in a notebook. Almost all of them have been crap. But there’s one that I’ve been chewing on for the past year that seems promising, so I thought I’d finally share a draft of it — The 6 C’s Model for Organizing Marketing Technology:
- Customers — all the data about customers/prosects in our universe
- Content — all the content we produce and distribute in all channels
- Community — interactions with customers as a group, e.g., social media
- Commerce — capabilities to directly sell our products and services
- CORE — our product/service and campaigns/data that cross all of marketing
- Collaboration — the tools we use for collaborating inside marketing
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Source: A proposed model for organizing the chaos of marketing technology – Chief Marketing Technologist
What is headless CMS and how can it benefit marketers?
It’s a question that you may have either been asked or have asked yourself in the last few months—”what exactly is headless CMS and why should marketers care?” It’s unproven. It’s not ready to use. It’s too technical. It’s only for developers. All common concerns that I have heard to date. But that’s not the whole story. The CMS marketplace is moving on and it’s important to understand how.
The Stuff of Nightmares
For many marketers technical advancements are a nightmare. Having to learn new technologies, keep up with the times, and figure out how to utilise them to their full potential—it’s all very scary. But headless CMS doesn’t need to invoke sleepless nights thinking of the four horsemen of the apocalypse approaching. The headless CMS architecture is still developing and as it evolves, it will become a useful tool for both developers and marketers alike – whether client-side or agency-side.
Source: What do marketers need to know about headless CMS? – Smart Insights Digital Marketing Advice
I’m delighted to release the 2017 edition of the marketing technology landscape, which we’ve nicknamed the Martech 5000, here at the MarTech conference in San Francisco.
As you’ve probably guessed from that moniker: the landscape grew again this year, by about 40%, to a total of 5,381 solutions (from 4,891 unique companies). You can download higher-resolution versions of this graphic, which you’ll need to zoom into in order to read it.
A few important notes, and then I’ll share more stats, analysis, and a final surprise at the end:
- This year, I was fortunate to have Anand Thaker collaborate with me on this project, from the research through to the origami-like folding of thousands of logos into a single slide. I’m incredibly grateful for his contributions.
- We expressly grant permission to reproduce copies of this graphic in any media, digital or physical, as long as it is reproduced “as is” and in full.
- This graphic is only our personal approximation of the marketing technology space and is surely rife with errors and omissions (our apologies). It is intended only to stir discussion.
- Key resources used in our research to build this graphic: CabinetM, Capterra, G2 Crowd, Google, LUMA Partners, Siftery, and TrustRadius. We used these services to discover new companies and to triangulate our categorization. As always, a debt of inspiration is owed to Terry Kawaja, the godfather of vendor LUMAscapes.
It is fascinating to observe the growth of this space over the past 7 years (feel free to look back at earlier martech landscapes from 2011, 2012, 2014, 2015, and 2016).
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Source: Marketing Technology Landscape Supergraphic (2017): Martech 5000 – Chief Marketing Technologist
An Industry Driven by Digital, Data and Artificial Intelligence
Asset Managers (as well as the wider financial services industry) have gone through difficult times over the past 9 years, and regulators have hampered their growth and imposed significant burdens on them to continue to do business.
Today, the sector is going through a structural, transformational change. Why? Because these increasing regulatory pressures can be difficult to manage, and, because investors want a better return on their money, a reduction in fees and middle men, new market opportunities and much more transparency and control.
Listen to Alpesh Doshi as he presents a 30-minute digital transformation webinar discussing how to leverage data, disruptive technologies and new business models to future-proof your business. In this session we use financial services, Uber and AirBnB as use cases.
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Source: The Future of Asset Management Technology – Fintricity
Marketing is changing rapidly. Do you also have the feeling that marketing has changed more in the past 2 years than the past 50 years?
Marketing is changing faster, I agree. Even stronger, most marketers today feel overwhelmed with the speed of change happening in the job we are passionate about.
On top of that, marketers do not have a clear consensus on what areas to focus on in the future. And when they want to introduce new marketing innovations into the organization, they hit resistance to change, lack of budget and lack of skills.
In this blog post I want to cover the following:
The entire history of marketing and technology through time: how fast are things going?
Why you need to go faster when introducing change,
How you can speed up the introduction of these changes into your organization.
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Source: How to Keep Up with Rapid Change in Marketing? – Tom De Baere – Medium
This article is a guest post by Raviv Turner of CaliberMind. It was entered into The Hackies essay contest for the upcoming MarTech conference.
A lot has changed in the B2B buying process over the years. What used to generally be a straightforward problem-solution-benefit sale has evolved into a complex, multi-phase, multi-channel engagement. And to keep up with the consumer-like approach to buying many businesses have adopted, companies are collectively sinking billions of dollars into advanced technologies, methodologies, and content in hopes of gaining an edge.
Yet, despite their best attempts, numerous studies suggest that this current approach isn’t having the desired impact for the majority of companies employing it…
…The Holy Grail of funnel marketing — steering prospects effortlessly through the awareness, consideration, and purchase phases — is misguided because the buying process is hardly linear.
Sales acceleration isn’t actually a problem, buying acceleration is. And it’s really hard to solve a problem when you’re looking at the wrong one.
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Source: THE HACKIES: A customer-centric approach to building marketing and sales stacks – Chief Marketing Technologist
I am enormously grateful to every company that participates in the annual Stackies Awards, sharing a single slide illustration of their “marketing stack” — the collection of software that powers their marketing organization. The best ones do more than just namecheck tools they use. They visually explain the strategic thinking and organizing principles behind their stack, revealing valuable insights into modern marketing technology management.
Thanks to the generous transparency of all those who contribute their stacks, the marketing community as a whole learns a tremendous amount from these real-world examples.
We’ve been getting some terrific entries into this year’s Stackies, but one came in last week that was particularly exciting to see. The team who runs global marketing IT and operations at Microsoft sent in their stack.
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Source: Microsoft shares their marketing stack in the Stackies, and it’s awesome – Chief Marketing Technologist
One of the organisational issues holding back many firms trying to accelerate the digital transformation is the gap between IT/Digital functions and the wider business. The business needs to be able to trust IT to play a leading role in digital-driven business transformation, and without that trust and high levels of involvement, IT will find itself confined to maintenance and purchasing for digitally savvy future firms, whilst innovation happens elsewhere.
To become a high-performing unit, delivering performance and value within a transparent relationship with the business, IT needs to look at new structures, culture and practices.
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Source: Rebuilding the IT-Business Bridge for the Future of Work – Medium
Christopher Truce – Saxo Bank A/S via Finextra
Fintechs are disrupting many aspects of the financial services industry and wealth management is no exception. These new entrants can provide scale and greater customisation at a much lower cost than traditional wealth management models, many of which are heavily dependent on human resource and have highly manual processes.
So, what will be the impact of this trend – will the new guard succeed in transforming the wealth management business to the extent that it sweeps away the traditional incumbents or will they simply bring more commoditisation to an industry which is already suffering from low margins?
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As App Downloads fall and engagement stalls, PWAs look set to be the future of the mobile web experience.
Google has generated more than it’s fair share of TLAs (Three Letter Acronyms) in its time. AMPs are still fairly new but have been enthusiastically taken up by many publishers for the faster mobile experiences they offer. But now Google are pushing new kind of web page, which comes with its own TLA and offers the possibility of radically changing the way many consumers use the internet. Progressive Web Apps (PWAs)
Progressive Web Apps are web pages that work more like an app (hence the name). Being web pages means they don’t need to be downloaded from an App Store like Google play or Apple’s App store. This removes friction from the user’s journey (which Google is very keen on) and also keeps users within the Google ecosystem (If they’re using a Chrome browser), which Google is also understandably very keen on. PWAs and AMPs together offer the prospect of a far more mobile friendly web, one where users can bet on pages being fast and reliable on mobile devices, rather than the current load time lottery you tend to get with modern SERPs.
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Source: Progressive Web Apps could be the future of the web – Smart Insights Digital Marketing Advice