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.
Your martech stack is probably 2X as big as you think it is
The editorial staff here at chiefmartec.com (looking in the mirror) are rather obsessed with martech stacks. What’s in them? How much is controlled by IT…
What do martech and the Portuguese navy have in common?
About a month ago, I received an odd comment on my blog, “Martec’s Law was quoted by the Portuguese navy with respect to asymmetrical warfare.…
Why Lyft decided to build their own internal martech platform
A few months ago, I read a fascinating article published by the Lyft Engineering team on Medium, Building Lyft’s Marketing Automation Platform. While we know…
A martech milestone: IT leaders embrace the upside of “shadow IT”
There are notable inflection points in the history of martech where you simply have to pause and say, “Wow, the world sure has changed.” Crossing…
The 10-years war between marketing and IT is over
I was reading Gartner’s latest CMO Spend Survey 2019-2020 — spoiler alert: average marketing budgets have fallen to 10.5% of company revenue and the percentage…
Martech is now a $121.5 billion market worldwide
Martech: 2020 and Beyond, a new report collaboratively produced by BDO, WARC, and the University of Bristol, estimates that the worldwide spend on marketing technology…
The (near) future of marketing is decentralized
In Gartner’s most recent Marketing Organizational Survey for 2019 — how marketing leaders structure their teams today and how they expect them to change over…
Platforming Marketing: 8 P’s of Self-Service Martech
The theme of my keynote talk at the MarTech conference earlier this month was “platforming marketing.” (Watch a reenacted video of the keynote here.) I’ve…
Agile Is Marketing, Matt LeMay’s excellent MarTech keynote
One of our keynote speakers at last week’s MarTech conference in Boston was Matt LeMay, author of the excellent book Agile for Everybody and partner…
Is martech in the trough of disillusionment? I hope so
You’re familiar with Gartner’s iconic hype cycle, right? Pretty much every technology follows the same pattern of unrealistic hype in its early stages, followed by…
This perfectly captures the Herculean challenge of modern marketing
On the surface, this cartoon last week from Tom Fishburne, the talented Marketoonist, seems to be poking fun at the different “chief” titles that marketers…
Is your martech leadership failing on SEO? Probably
Sorry, but odds are you’re failing at SEO and probably don’t even realize it. That was the cold splash of water in the face that…
McDonald’s drops CMO role and creates a new SVP marketing technology role (under the CIO)
Normally, I don’t write about career moves on this blog. But an article that appeared in Ad Age this week about the upcoming departure of…
Want to innovate like Amazon? Here’s their formula
You can’t escape Amazon in the digital economy. Now a trillion-dollar company, they have disrupted diverse sectors from retail to software development with a deftness…
Martech is marketing, kind of like fixing things is home ownership
Last week, I staked the claim that “martech is marketing.” Whatever you think of martech and its relationship to marketing at large — or what…
Martech is marketing: a wide spectrum of possibilities
“Martech is marketing.” The MarTech conference recently updated its tagline to that phrase, evolving beyond our original motto, “Marketing. Technology. Management.” It’s not that the…
Of dinosaurs and meteors: 2 different (and contentious) models of technology adoption
As a result of easy-to-acquire SaaS tools and pressure to harness the relatively unknown possibilities of emerging technologies before competitors do, companies are increasingly bypassing…
Martech stack utilization is a misguided metric (when it’s disconnected from value)
Back in the early days of martech, there was an apocryphal statistic that most marketers only used about 15% of the capabilities of their marketing…
Not all integrations are created equal: 4 layers of app integrations with SaaS platforms
Disclosure: This is one of those rare articles on this blog that’s entangled with my work as VP Platform Ecosystem at HubSpot. While it’s not…
5 MarTech takeaways: teams, product management, decentralization, marketing leadership, IT governance
Every MarTech conference is always a whirlwind of insights and ideas. It usually takes me a couple of weeks after the event to synthesize what…