The B2B Marketer's
Current Martech Experience
“The core of marketing is still fundamentally about human behavior —but it’s also now about how human behavior has been changed by technology and interacts with it."
~ Amy Fuller, CMO, Accenture
Martech has come a long way in the last eight years. When author and martech expert, Scott Brinker first began chronicling its growth in 2011, there were 150 marketing technology options available. Today, there are over martech tools for marketers to choose from that span six categories, including: advertising & promotion; content & experience; social & relationships; commerce & sales; data; and management. There are also nearly 50 subcategories. Perhaps even more astounding is that nowadays the average marketing department uses nearly different cloud services and more than 20 marketing-specific tools to get their jobs done.
The Decentralization of Martech
All of this growth is evidence of the decentralization of martech. Marketers are no longer tied to legacy systems or “one ring to rule them all,” but instead are free to choose the tech tools they prefer. Brinker maintains, “Agility and flexibility are some of the top benefits that businesses get through their expansive menagerie of cloud services, and they’re increasingly reluctant to be held captive by the technical and contractual chains that were de rigueur with classic enterprise software.” All of this freedom of choice has led to martech stacks becoming a sort of virtual thumbprint, in that no two are exactly alike. Another reality of decentralization is that all of this diversity requires unity if marketers are ever going to experience true digital transformation.