Match MarTech with Customer Experience Goals
In this episode of Reimagine Marketing, Wilson Raj welcomes guest Scott Brinker, VP Platform Ecosystem at Hubspot; Editor at ChiefMartec.com and program chair of MarTech. Wilson and Scott discuss various martech stack considerations and the importance of operations in bridging the gap between high-level marketing vision and strategy and on-the-ground marketing and CX delivery.
Today, Modern Marketing must harness the full capabilities of the business to provide the best customer experience. Delivering on this promise requires a whole new way of operating. Marketing departments need to be rewired for speed, collaboration, and customer focus. It’s less about changing what marketing does and more about transforming how the work is done.
In this episode of Reimagine Marketing, Wilson Raj welcomes guest Scott Brinker, VP Platform Ecosystem at Hubspot; Editor at ChiefMartec.com and Program Chair of MarTech. Wilson and Scott discuss various martech stack considerations and the importance of operations in bridging the gap between high-level marketing vision and strategy and on-the-ground marketing and CX delivery.
This podcast covers:
- Marketing technology and operations as key drivers of the modern marketing organization.
- The ongoing debate about best of breed vs. integrated martech stacks, and a new way to think about platforms – as vehicles for aggregation.
- The new rules of marketing technology operations, and where low-code/no-code capabilities fit in martech implementation.
- The future of the martech conversation – what’s next for marketers?
Here are some of the resources we mentioned during the episode:
- Experience 2030: sas.com/experience2030
- Should you Build or Buy Martech? Yes. https://chiefmartec.com/2021/07/build-buy-martech/
- Aggregation Theory Applied to Martech Stacks: https://chiefmartec.com/2021/05/aggregation-theory-applied-martech-stacks-2/
- New rules of Marketing Technology and Operations: https://chiefmartec.com/2018/10/new-rules-marketing-technology-operations/
- Connect with Wilson: LinkedIn | Twitter
- Connect with Scott: Twitter
Check out additional episodes of the Reimagine Marketing podcast series at reimagine-marketing.transistor.fm.
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About our guests:
- Wilson Raj is the Global Director of Customer Intelligence at SAS, responsible for the marketing of SAS’ AI-powered marketing solutions. Raj has held global leadership positions in marketing at Fortune Global 500® companies including Microsoft, Medtronic, and Philips, and advised C-level executives on digital strategy while at award-winning agencies Publicis Groupe, VML/Young & Rubicam and Wunderman. Raj is often featured in keynotes and in major media publications such as Adweek, CMSWire, CRM Magazine, Forbes, InformationWeek, MarketingProfs, ZDNet, and more. He’s the co-host of the Reimagine Marketing podcast. He also serves on the Digital Marketing Advisory Council for George Washington University School of Business.
- Scott Brinker writes a personal blog about marketing technology called Chief Marketing Technologist and is the creator of the Martech Supergraphic. Often cited in marketing presentations, marketing conferences and social media circles, Brinker began the MarTech industry conference in 2014 in Boston and now runs them twice a year. CMSWire journalist Dom Nicastro is credited with first calling Brinker the “Godfather of Martech.” Brinker graduated from Columbia University with a BS in computer science and went on to get an MBA from MIT and a master’s degree in computer science from Harvard University.
A transcript of this episode can be found here.
