March 31, 2016: Last week we had the good fortune to attend MarTech USA, a two day conference discussing the role technology and innovation play in strategic marketing for organizations large and small. A few key themes arose throughout sessions and conversations during the event.
- The marketing technology landscape is rapidly growing. Per MarketingLand coverage, and exemplified through Conference Chair Scott Brinker‘s infographic, the 2016 marketing technology landscape, 3,874 organizations are represented in today’s marketing technology ecosystem, compared to about 2,000 last year and 150 for its inaugural version in 2011.
- Marketing performance can be measured more effectively than ever before. Case studies from organizations like Cisco, LogMeIn, and Frito Lay pointed to the role technology played in defining and demonstrating marketing performance, along with lessons learned in the process.
- There is much more innovation still to come. The Internet of Things, mobile device adoption, and the demands of a more educated and enabled buyer will consistently put pressure on, as well as create opportunity for, marketers to improve customer experience through technology.
My colleague Nancy White and I were also fortunate enough to provide coverage for a handful of sessions from the conference (here, here, and here) and speak directly with vendors, speakers, and marketing professionals attending the show.
With so much great information on hand, what better way to capture some of these ideas and takeaways than through the visualizations and information from presentation slides themselves (the entire presentation wrap up can be found here).
Here are 15 visualizations and workflow diagrams from MarTech conference presentations that capture the key objectives and takeaways from the event.
The Growth in the Technology Landscape
While I highlighted Scott Brinker’s overarching infographic above, the graphic below further specifies the numbers of marketing technology vendors that comprise each sub-section of speciality.
The full PDF can be downloaded in PNG and PDF formats here as well.
The visualization below is just one example of how complex and chaotic marketing technology can become for an organization.
In the presentation, 10 Myths MarTech Vendors Tell, Theresa Regli, Principal Analyst at The Real Story Group highlighted how their organization looks at the connections in the marketing technology vendor landscape between key business application, through this visualization roadmap below.
Marketing Performance And Technology Innovation
In the presentation Bridging the Gap Between Marketing and Finance, Pat LaPointe, Chief Growth Officer at Growth Calculus used the process workflow below to discuss the impact marketing should have in defining and demonstrating shareholder value for the organization.
In a presentation from Justin Sharaf, Director of Customer Marketing at LogMeIn, he highlighted this process flow to illustrate how their organization refined lead scoring in an effort to create effective alignment between marketing automation and CRM integration.
In their presentation, Jaemi Bremner at Intuit, and Patrick Spenner at CEB visualized how Intuit defined customer experience in their marketing technology decision planning, ultimately leading to their marketing capability blueprint further below.
Two process workflow visualizations from VP of Digital Marketing & Operations at Cisco Joseph Puthussery‘s, presentation “A Balance Struck” showed the importance of aligning marketing and sales through technology.
Slide one visualizes how they defined a common language between departments. Slide two showcases the workflow between customer interaction and marketing and sales technology integration.
MarTech Innovation Still To Come
Mayur Gupta, SVP and Head of Digital Platforms at HealthGrades, visualized the various points of patient data that can be tied together to make more informed and productive decisions for healthcare, from the presentation, Saving Lives With Marketing, Technology and Omni-Channel Communication.
In Dave Morgan‘s, CEO of Simulmedia presentation, he discussed how innovation in marketing technology will ultimately integrate all forms of advertising and demand generation applications, driving performance measurement and accountability for the marketing professional.
Visualizations and workflow diagrams only provide part of the picture. While they capture a viewer’s attention for a brief time, it is in the application of information that organizations may realize positive outcomes. Hopefully these examples provide guidance and a point direction forward.
I would highly recommend marketers review presentations from the MarTech conference and consider how their martech integrations may lead to better strategic decision making and tactical performance measurement in the future.