Rise Of The “Marketing Technologist”: How To Choose The Right Marketing Tools With Scott Brinker From HubSpot [AMP 135]
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- Purpose: Persuade marketing executives to pay attention to the intermingling of personalities and passions between marketers and technologists
- Categories Covered: Advertising & Promotion, Content & Experience, Social & Relationships, Commerce & Sales, Data, and Management
- Where to begin? Get clear on foundational systems (CRM, email, content management system, etc.)
- Significant investment in time and learning; identify gaps to intentionally augment foundation with more specialized tools
- Ecosystems developed around major platforms can help narrow your choices
- Makeshift Marketing: Is it good enough?
- Pieces of the Puzzle: Focus on the capabilities you need
- Marketing department should identify point person/people to be responsible for operational infrastructure and technology of marketing
- Ecosystem Mission: Evolution of product, partners, and programs
Links:
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- Chiefmartec's 2019 Marketing Technology Landscape Supergraphic
- Scott Brinker on Twitter
- MarTech – The Marketing Technology Conference
- HubSpot
- Salesforce
- Marketo
- Creating Predictable Growth Is Not A Hack With Kieran Flanagan From HubSpot [AMP 126]
- How To Overcome Makeshift Marketing With New Marketing Superpowers
Quotes by Scott Brinker:
- “You’re becoming more dependent on technology to execute your mission.”
- “It’s not designed as a tool to help people hone in on what tools they should use.”
- “You could probably count on one hand, these fundamental systems that are the heart of your marketing technology stack.”
- “Marketers don’t have the time, or necessarily, even the skills...to be in the integration business.”
How To Choose The Right Marketing Tools With @chiefmartec From @HubSpot
Click To TweetTranscript:
Eric: I took my family to a Chinese restaurant the other weekend and as I approached the buffet table, I sat there and marveled at the variety of chicken dishes that I had to choose from. I'm talking sweet and sour chicken, kung pao chicken, General Tso's chicken, Szechuan chicken, peanut chicken, orange chicken, pecking chicken, sesame chicken, chicken chow mein, I was literally paralyzed from all the awesome chicken dishes I had to choose from. As I transitioned from Asian cuisine to the marketing technology landscape, it’s got to be overwhelming. It certainly is for ourselves here and for you as a marketer to figure out what are the marketing technologies I should be using. In fact, Chief Martec every year puts out their marketing technology landscape supergraphic. This year, there were over 7,000 marketing technology tools for us to look at and choose from. Talk about a mind-melting moment, a paralysis to figure out what do I use. You got your all in one tools, your super niche tools. What do I do? How do I use these tools? That’s really confusing and really anxious moment for marketers to make sure we’re using the right technologies to help us be better marketers. I brought on who else, Scott Brinker, he’s the VP of Platform and Ecosystem in HubSpot and he’s the editor at chiefmartec.com. I say, hey Scott, help us out here, what’s happening in this marketing and technology landscape, will there be consolidation, will it continue to grow, where do I start when choosing a marketing technology? What am I looking for? Lastly, who should be making this decision, is it the contributor on a marketing team or within a department, is it a director of marketing, is it CMO, or is there a new role called a marketing technologist that should be looking at the entire stack and figuring out how they all work together. It’s a great conversation, something I’m sure you’ve wrestled with, something that we wrestled with here at CoSchedule as a marketing technology solution. I know you’ll love meeting Scott. My name is Eric Piela. I'm the host of the Actionable Marketing Podcast and the Brand and Buzz Manager here at CoSchedule, it’s going to be a fun one. Buckle up because it’s time to get AMP'ed. All right everyone, welcome to another fantastic episode of the Actionable Marketing Podcast. I’m excited to welcome our next guest on the show. His name is Scott Brinker, he’s the VP of Platform Ecosystem here at HubSpot and the Editor, Program Chair of Martech in chiefmartec.com. Scott, welcome to the show. Scott: Thank you. It’s great to be here with you, Eric. Eric: Yeah, absolutely. Well, this is fun. We’re going to be talking a lot about marketing technology—obviously something near and dear to CoSchedule's heart, to my heart. I’ve been in the Martech game for 15-20 years now. I think it’s something that every listener on the podcast enjoys, and is a double-edged sword, something you love about marketing technology. There are obviously things that really can frustrate us. We’ll dive into all of that. But it’s great to have you on the show. Scott, if you could introduce a little bit about your background, how you ended up at HubSpot, why you decided to spearhead Chief Martec in the Martech industry. Scott: Sure. My background has been in marketing technology, in one form or another for most of my career. For a number of years, I ran the tech team for a web development agency to build website companies like Citrix, Siemens, created a SaaS product with the company called i-on interactive for interactive content for marketers. Most recently, about 18 months ago, I joined HubSpot to help them with their platform ecosystem, helping HubSpot do a better job of connecting to all the other amazing marketing technology tools out there. That’s been my career, but in parallel to that, I’ve just personally been fascinated by this intermingling between the disciplines of marketers and technologists which not too long ago were on completely opposite ends of the career spectrum. The way the world has transformed in our digital age, these two professions just collided, mingled and evolved in fascinating ways. That’s what got me writing the Chief Martec blog. Then ultimately that led to the Martec conferences starting to pull together community and these hybrid professionals who live at that intersection. Eric: Yeah, I love that you said that. Earlier in my career, I talked about this emergence technology and it having what I think was what I like to see, you’re going to have your marketing artist and your marketing scientist who were really driven by the creative set of marketing. Then you have this new breed of scientists or analysts that really love the technology or even marketing technologists who really love the technology behind it. You have this intermingling of personalities, passions, and really great marketing team to have some of both. Sometimes, certain roles are forced to be kind of both. It has been a really interesting landscape, I think. It’s funny, you talked about the Martech conferences. CoSchedule was at our first one in San Jose, which was fantastic, loved our experience there. We loved the conversations that we had there. Of course this is super timely, it was just maybe a little over a month ago, maybe two months ago, you released your big yearly 2019 Marketing Technology Landscape–supergraphic, which I love. I love that, Scott. I wanna ask, but first of all, I have a quick anecdote. We’ve been keeping an eye on that–it’s always fun if you’re in marketing technology, a vendor like we are–where we at and looking for your logo in the Where’s Waldo? Of logos. We thought we’d have some fun this year so we actually created a custom thousand-plus-piece puzzle of that super graphic. We actually have a bunch of nerds, puzzlers here, we love to do that. In our downtime, we literally have this puzzle we’ve started putting together that is of the super graphic and we’re putting it together, it's a fun exercise. My point being is this landscape has just seen this skyrocket growth. I’d love it if you could just talk about one… You’ve done it for a number of years, maybe 2013, 2012 you started, but you’ve seen obviously a lot of growth. But there’s been a slight change that you talked about in 2019. If you could, Scott, maybe just talk about that graphic, the landscape as a whole. Scott: Sure. Man, I’m so jealous of that puzzle you have created. I've thought about that a few times, like that would be a really fun gift for Martech speakers or something. The fact that you’ve gone ahead and done it gave me a kick in the butt. I started doing this in 2011. The first version of it had around 150 companies on it. The whole purpose of the graphic originally was simply to try and persuade marketing executives to pay attention to this collusion of these two professions. This whole idea of saying listen, you're becoming more dependent on technology to execute your mission here. You’re probably going to augment your team with people who have that marketing technologist capability or as you said, sort of bringing a little bit more of the science or the analytics version of it.![](https://media.coschedule.com/uploads/135_scott-Podcast-Graphics-04.png?w=3840&q=75)
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