In this episode of What If? So What?, Jim talks with Scott Brinker, VP of Platform Ecosystems at HubSpot and editor of the pioneering blog chiefmartec.com, about the evolving world of marketing technology (MarTech) and how marketers can stay ahead.

The Rapid Evolution of MarTech

• MarTech is constantly evolving, blurring boundaries as new tools and channels emerge.
• Marketers now juggle a mix of platforms, from CMS and email marketing to LinkedIn and Generative AI.
• The challenge is understanding where MarTech begins and ends as it integrates across the customer journey, including post-purchase experiences.

Shift from Acquisition to Retention and Loyalty

• MarTech tools are increasingly focused on not just acquiring customers but nurturing relationships post-sale.
• Marketers now drive customer engagement, retention, and loyalty long after the initial purchase.

MarTech Consolidation vs. Innovation

• With over 14,000 tools available, the MarTech landscape is massive.
• Despite consolidation from big platforms like Adobe, Oracle, and Salesforce, innovation continues in specialized areas.

Building a Successful MarTech Stack

• Successful MarTech implementations rely on strong integrations between stable core platforms and specialized tools.
• Rather than using an all-in-one solution, Scott advises building a stack that fits your business needs.

The Human Element in MarTech Success

• Success with MarTech isn’t just about the tools. Scott stresses the importance of investing in people.
• Continuous learning, experimentation, and allowing teams to try new things are key to unlocking MarTech’s full potential.

Want More Insights?

For deeper strategies on managing MarTech in today’s fast-paced world, check out Scott’s book, “Hacking Marketing“.

Listen now on your favorite podcast platform or visit our website.

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Meet our Guest

Scott Brinker, VP of Platform Ecosystem, HubSpot and Editor of chiefmartec.com

Scott Brinker, dubbed the “Godfather of MarTech” by AdAge, has been analyzing marketing technology and its impact on marketing organizations for more than 16 years as the editor of the chiefmartec.com blog. He serves as VP Platform Ecosystem at HubSpot, helping to grow and nurture the company’s community of technology partners. He also authored the best-selling book Hacking Marketing and co-authored the recent best-seller “The New Automation Mindset.”

Connect with Scott

Meet the Host

Jim Hertzfeld is Area Vice President, Strategy for Perficient.

For over two decades, he has worked with clients to convert market insights into real-world digital products and customer experiences that actually grow their business. More than just a strategist, Jim is a pragmatic rebel known for challenging the conventional and turning grand visions into actionable steps. His candid demeanor, sprinkled with a dose of cynical optimism, shapes a narrative that challenges and inspires listeners.

Connect with Jim:

LinkedIn | Perficient