From the MarTech Conference in San Francisco, California, March 31-April 1, 2015. SESSION: It'S A Martech, Martech, Martech, Martech World. PRESENTATION: How The Marketing Technology Landscape is Blooming - Given by Scott Brinker, @chiefmartec - Ion Interactive, Conference Chair & Author

1. Springtime in #MarTech
Scott Brinker, Program Chair @chiefmartec

2. Springtime in #MarTech
WiFi: MarTechConf
Password: unicorns
Electricity: front rows, lounge in back.
Scott Brinker, Program Chair @chiefmartec

3. Co-founder & CTO
Software and services
for interactive content.
Author & Editor
Blog on the entwining of
marketing & technology.
Program Chair
Marketing tech
conference.

8. Everything blossoms.
Days get longer.
Temperatures heat up.
Predators emerge from hibernation.
Springtime:

12. Aug 2011 Sep 2012 Jan 2014 Jan 2015

13. Source: Signal, September 2014
Evolving rapidly
Evolving at
light speed
Has been
growing
steadilyHas
evolved
slightlyNot
much

15. Marketing

16. My
company.

17. You
are
here.

18. You
are
here.

19. The system
dynamics
of 2,000+
marketing
technology
vendors.

22. Worldwide Marketing Software Forecast 2014-2018
Source: IDC
$20.2 billion
$32.4 billion

24. Investment data provided by
$13.7 billion
$2.6 billion
$3.3 billion
$5.6 billion 26 unicorns
$25.2 billion
300,000+
employees
$2.41 ROI
(materialized)

25. Source: Econsultancy and Tealium, 2015
51% have 21 or more vendors in 2015
(compared to 36% in 2012)

30. Architecture and strategy:
the difference between
a marketing stack and
a marketing pile.

31. “Technology is only as good as the story.”
– Ann Handley
But in a digital world,
programming is storytelling too.

32. • Software bought & built
• Configurations & parameters
• Algorithms & process design
• User experience (UX) design
• Data processing & flow
Digital storytelling includes:
Software functionality & flow are woven
into the narrative of your buyer’s journey.

33. Marketing today
isn’t about getting
buyers to picture
your narrative…

34. It’s about getting
them to experience it.

35. Building a Marketing Technology
Organization from the Ground Up
Joseph Kurian, Head of Marketing
Technology & Innovation
Aetna
Establishing a New Marketing
Technology Function in a Complex
Environment
Saad Hameed, Head of Marketing
Technology
LinkedIn
The Martech Blueprint Imperative
Cynthia Gumbert, VP Digital and New
Account Development
CA Technologies
Use Your Technology Prowess to Build
a Customer-Obsessed Enterprise
Laura Ramos, VP, Principal Analyst
Forrester Research
Driving the Soft Changes that Unlock
Martech Potential
Patrick Spenner, Managing Director
CEB
Leaps of Imagination: Creativity in a
Data & Process-Driven World
Gerry Murray, Research Manager
IDC
A Whirlygig Tour of Emerging
Marketing Technology Categories
Jay Famico, Practice Director,
Technology
SiriusDecisions
Lean Product Design Is
the New Marketing
Jeff Gothelf, Principal
Neo.com
Adtech Meets Martech: Bringing
Programmatic In-House
Tony Ralph, Director of Ad Technology
Netflix
Marketing Automation Is Engineering,
Marketing Operations is DevOps
Isaac Wyatt, Manager, Marketing
Operations
New Relic
What Do Marketing & Martech Have to
Do With Social Selling?
Jill Rowley, Founder & Chief Evangelist
#SocialSelling
KEYNOTE
Data, Design & Decisions
John Maeda, Design Partner
KPCB
Adventures of an Ambitious Global
Marketing Technology Project
Thomas Stubbs, Global IT Leader of
Digital Marketing
The Coca-Cola Company
Designing & Operating an “Always On”
Marketing Program at Scale
Corey Craig, Customer Experience
Design & Innovation Lead
Dell
Putting the Human in Your Marketing
Technology Stack
Mayur Gupta, Global Head of Marketing
Technology & Innovation
Kimberly-Clark
The Role of Technology in the Modern
Creative Agency
Fred Gerantabee, SVP/Director of
Creative Technology
Grey Group
The Marketing Technology Myth:
Connecting Systems & Experiences
Jeff Cram, Chief Strategy Officer
ISITE Design
Storytelling & The Internet of Things
John du Pre Gauntt, Adjunct Professor
University of Washington
Customer Data Platforms: This Doesn’t
Change Everything (But It Changes
Enough Things to Matter)
David Raab, Principal
Raab Associates
“You Should Test That” — A
Framework for Experience
Optimization
Chris Goward, CEO
WiderFunnel
It’s a Martech, Martech World
Scott Brinker, Editor & Publisher
chiefmartec.com
March 31 – April 1, 2015
San Francisco
Trends in 2015 for Major Marketing Platforms
Alexander Hooshmand, VP Product Management, Oracle
Chandar Pattabhiram, VP Product & Corporate Marketing, Marketo
Eric Stahl, SVP Product Marketing, Salesforce
How Martech Makes the CMO the Champion of Company-Wide
Digital Transformation
Rishi Dave, CMO, Dun & Bradstreet
Jonathan Martin, CMO, EMC
Follow the Martech Money: VCs, IPOs and M&A
Neeraj Agrawal, General Partner, Battery Ventures
Brian Andersen, Partner, LUMA Partners
Ashu Garg, General Partner, Foundation Capital
Ajay Agarwal, Managing Director, Bain Capital Ventures
FIRESIDECHATS

36. Last night’s opening
reception sponsors: