Scott Brinker
Scott Brinker
Scott Brinker is the president & CTO of ion interactive, a leading provider of post-click marketing software and services. He writes the Conversion Science column on Search Engine Land and frequently speaks at industry events such as SMX, Pubcon and Search Insider Summit. He chairs the marketing track at the Semantic Technology Conference. He also writes a blog on marketing technology, Chief Marketing Technologist.
Matrixed Tech Stacks with Both Horizontal and Vertical Aggregation Platforms
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SaaS stacks keep growing. Is there also a relationship between choice and utilization?
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3 Big Martech Innovation Themes in 2022
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2021: The Year Martech Shrank — Just Kidding (A Year in Review)
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Data, Decisioning, Delivery & Design: A Framing for the CDP vs. CDW Debate
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Higher order effects of automation in Big Ops
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The Composable Enterprise brings us into The Great App Explosion & Big Ops
Traditional business thinking views change as risk, while composable thinking is the means to master the risk of accelerating change and to create new...
Commerce is the latest (renewed) frontier in martech, putting the revenue in RevOps
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Latest data on the size of tech stacks, er, app portfolios, and a philosophical question about shadow IT
Productiv, a SaaS management platform (SMP), published a report on The State of SaaS Sprawl in 2021. Since Productiv’s software manages the tech stacks —…
29 visually striking martech stack illustrations from the 2021 Stackie Awards
Every year, when the entries to the Stackie Awards flow in, I feel like the kid in A Christmas Story, excitedly opening up that present…
47 new martech companies from latest Y Combinator cohort — the counter-consolidation narrative lives on
Last week, Y Combinator held their Demo Day(s) for their Summer 2021 cohort. This was a massive graduating class: 377 startups from 47 countries. You…
The State of Marketing Operations or Can’t Find a Better Martech
The good folks at BrandMaker recently released a study of CMOs and their perceptions of The State of Marketing Operations. In short, marketing operations has…
Should you build or buy martech? Yes
“Homegrown martech is like homemade pizza.” That’s the kind of quip I might have likely shot back a couple of years ago if someone asked…
Are CMOs falling behind with martech? The C-Suite thinks so, and they may be right
A few weeks ago, I read a white paper produced by Rackspace Technology, How Applications Impact Customer Experience. (Spoiler alert: in a digital world, applications…
Metcalfe’s Mirror: Complexity in networks (P.S. your martech stack is a network)
Fair warning: this post is pretty wonkish, even relative to my usual style. (Yikes.) Robert Metcalfe, the godfather of computer networks, famously stated that the…
A 2×2 view of systems of record in martech
The phrase “system of record” has been bandied about in martech for years. In the absence of any other context, it’s usually assumed to mean…
Aggregation Theory applied to martech stacks
I recently wrote how martech stacks have arguably become virtual platforms. Even if you have a completely heterogeneous, “best-of-breed” stack, you likely have a...
Is your entire martech stack becoming one big virtual “platform”?
The Great App Explosion can’t be stopped. But it can be harnessed. A couple of years ago, I proposed a model of 4 layers of…
Wait, more martech tools create more manual tasks?!
The good team at Airtable, whom I featured in my MarTech keynote, Marketing Superpowers: How AI & No Code Transform Every Marketer into a Maker,…
212 event-related martech companies. Make that 268. Wait, no, 316…
I still remember fondly my young and innocent days a decade ago when I created the first marketing technology landscape. It categorized ~150 martech solutions…