Happy anniversary, dear martech readers. Ten years ago, I started chiefmartec.com, with my first post in February 2008 announcing “martec” being analogous to marcom>, which is why my brand is chiefmartec.com — without the “h” at the end — instead of chiefmartech.com. In retrospect, that probably wasn’t one of my better ideas. “Martec” never caught on; “martech” did.
But looking back over 10 years, I’m surprised and gratified by how well some of the other ideas that emerged on this blog have fared. So in celebration of our first decade together, I thought I’d revisit the top 10 ideas from the first 10 years of chiefmartec.com.
1. Marketing technologists.
IN SHORT: Marketing technologists are hybrid professionals who blend marketing and technical skills. They bridge the worlds of marketing and IT. They work in, or closely with, marketing teams to leverage technology to improve marketing performance and deliver remarkable customer experiences.
(Laura was the first mainstream analyst 4,122″ jobs posted for marketing technologists on linkedin>. 577″ on glassdoor>. Auto-complete for “marketing technologist” on Google leads you to thousands and thousands of articles.
Marketing technologists are a real and growing profession. We documented their work in our marketing” technology landscape>: every vendor I can find who sells software to marketers. There are now more than 5,000.
For over 7 years, I’ve been debating this growth with people who claimed it wasn’t possible:
And in case you’re wondering, we’re working on the 2018 edition of the landscape now. (That’s not the editorial we. As the scale of this project has grown, marketing” tech stacks>. Since 2015, marketing” technology executives from nine fortune companies>, and I was surprised by how large — and growing! — their marketing technology stacks were. The next spring, moderating a panel at a marketing innovation conference, I was startled by 21″ marketing stack slides> we received and published them freely to the community.
In 2016, 57″ marketing stacks> were shared — including ones from major companies such as %E2%80%9Corg” stacks>, including this great Girls” who code> on behalf of the entrants. In conjunction with the The” stackies marketing tech stack awards> program is currently open for entries through April 6, 2018. For each entry, we’ll donate $100 to exponentials” in marketing>. But in 2013, I realized that it was the juxtaposition of fast-changing technology set against slow-changing organizations that presented a kind of a universal dilemma which was underlying the difficulties marketers faced with rapidly evolving marketing technology.
(I coined it “Martec’s Law” in reference to that struggle in the context of the martech community — not to name it after my blog. Accidental faux pax.)
I wasn’t the first person to suggest agile marketing, but I became one of its earliest champions, starting in March 2010 with a proposal for a” book on agile marketing>, which I was delighted to do. But I wanted to frame it in the context of a larger theme…
6. Hacking marketing (marketing = software).
IN SHORT: Modern marketing has more in common with the software profession than it does with classic marketing management. As surprising as that sounds, it’s the natural result of the world going digital. When you understand that, you can use it to your advantage.
In 2010, I had an epiphany. Software is marketing’s interface to reality. Our choice of software changes what we can see. Our choice of software changes what we can do.”
Traditionally, most people looked at IT as an efficiency play. While that is an important benefit, the real power of technology in marketing is creative: using — and even authoring — software to deliver remarkable customer experiences.
About half of the book is dedicated to agile marketing. But it also covers a range of other software-inspired ideas for better marketing, such as running innovation pipelines, platform thinking, pace layering, unlocking the talent of 10X marketers, and applying the hacker ethos to marketing management.
7. Marketing apps & interactive content.
IN SHORT: Software has empowered marketers to create interactive content at speed and scale, delivering greater utility to prospects and customers and achieving greater engagement and data insights to drive marketing performance.
But there was something more there: a new kind of creative capability for marketing. Where marketing previously lived at the intersection of messages and media, it now had a powerful third dimension in its repertoire — mechanisms.
A subsequent innovation we pioneered for ScribbleLive” acquiring ion interactive> in September 2017. After which, Facebook and , and client devices, apps, and connectivity are competing intensely with each other.
9. Data as a marketing channel.
IN SHORT: Data as a marketing channel is when marketing publishes data — initially through the semantic web, but today through APIs — as a way to increase visibility, grow relationships, create new revenue, and build a brand.
10. MarTech Conference & Martech Manifesto.
IN SHORT: The once separate disciplines of marketing, technology, and management have converged, and the most exciting innovations in business are happening at that intersection. The Third” door media>, we launched the The” grand view of martech: a martech manifesto>.
Marketing, technology, and management were silos of the past. Marketing technology management — martech — is the fabric of the future.
That grand view expresses our guiding vision for the MarTech” conference> is offering one” prediction i certain of>.
Thank you for reading. I hope to see you in April.