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Rise of the Marketing Technologist 
Scott Brinker 
@chiefmartec
Co-founder & CTO 
Software and servicesfor marketing apps. 
Author & Editor 
Blog on the entwining of marketing & technology. 
Program Chair 
Marketing techconference.
RISE OF THE MARKETING TECHNOLOGIST [INBOUND 2014]
RISE OF THE MARKETING TECHNOLOGIST [INBOUND 2014]
RISE OF THE MARKETING TECHNOLOGIST [INBOUND 2014]
RISE OF THE MARKETING TECHNOLOGIST [INBOUND 2014]
RISE OF THE MARKETING TECHNOLOGIST [INBOUND 2014]
RISE OF THE MARKETING TECHNOLOGIST [INBOUND 2014]
RISE OF THE MARKETING TECHNOLOGIST [INBOUND 2014]
RISE OF THE MARKETING TECHNOLOGIST [INBOUND 2014]
Technology 
Marketing
RISE OF THE MARKETING TECHNOLOGIST [INBOUND 2014]
Everything digital is controlled by software.
“Software is eating the world.” 
Why Software is Eating the World, Marc Andreessen, The Wall Street Journal, August 20, 2011
Software is how marketing “sees” and “touches” customers in a digital world.
Analyticssoftware affects our perceptions. 
Marketing automationsoftware affects our processes. 
Social mediasoftware affects our engagement strategy. 
Marketing appssoftware affects our touchpoints. 
CRMsoftware, by definition, affects our relationships.
marketing 
= digital 
= software
947 companies 
43 categories 
And this is not comprehensive!
RISE OF THE MARKETING TECHNOLOGIST [INBOUND 2014]
Marketer 
Marketing Software 
Web Services 
Client Software 
Customer
“I feel more like a CIO than a CMO!I havemarketing automation, CRM, listening platforms—I’m up to my eyeballs in technology.”
Source: Econsultancy, Skills of the Modern Marketer 
70%of marketers increasing digital marketing technology spending in 2014 
Only 2%are decreasing
Increasingtechnology expensesand capital investments; cross-charges from IT and external agencies
Digital marketing funded by rearranging existing budgets — but not just marketing’s
According to a recent Gartner study, CEOs believe that the most important technology- enabled investment over the next 5 yearsis digital marketing 
Source: Gartner, April 2014
Damn it, Jim — I’m a marketer, not a systems administrator!
Damn it, Jim — I’m a marketer, not a systems administrator!
CMO: I’m ready to take over our IT spend! 
CIO: Why me? 
By 2017 the CMO will spend more on IT than the CIO. 
–Gartner
“He who controls the spice, controls the universe.”
“He (or she) who controls the software, controls the marketing.”
TheKing Solomon approach to dividing marketing technology. 
The CIOgets the technology half. 
The CMO gets the marketing half. 
NOT GOOD
TheKing Solomon approach to dividing marketing technology. 
The baby does much better as a whole.
Marketing is not ERP. 
We don’t control the environment. 
We don’t control the customer. 
We want to be differentiated.
Marketing Expertise 
Technology Expertise 
Old School Marketers 
Old SchoolIT & Engineers
Marketing Expertise 
Technology Expertise 
Old School Marketers 
New School: 
Marketing Technologists 
Creative Technologists 
Growth Hackers 
Chief Digital Officers 
Data Scientists 
Old SchoolIT & Engineers
RISE OF THE MARKETING TECHNOLOGIST [INBOUND 2014]
RISE OF THE MARKETING TECHNOLOGIST [INBOUND 2014]
RISE OF THE MARKETING TECHNOLOGIST [INBOUND 2014]
RISE OF THE MARKETING TECHNOLOGIST [INBOUND 2014]
RISE OF THE MARKETING TECHNOLOGIST [INBOUND 2014]
Technology Expertise 
Technology Authority 
Cowboy 
Laggard 
Prisoner
technology changes exponentially 
organizations change logarithmically 
technology management is deciding which changes are adopted 
? 
?
RISE OF THE MARKETING TECHNOLOGIST [INBOUND 2014]
RISE OF THE MARKETING TECHNOLOGIST [INBOUND 2014]
RISE OF THE MARKETING TECHNOLOGIST [INBOUND 2014]
RISE OF THE MARKETING TECHNOLOGIST [INBOUND 2014]
RISE OF THE MARKETING TECHNOLOGIST [INBOUND 2014]
RISE OF THE MARKETING TECHNOLOGIST [INBOUND 2014]
RISE OF THE MARKETING TECHNOLOGIST [INBOUND 2014]
RISE OF THE MARKETING TECHNOLOGIST [INBOUND 2014]
RISE OF THE MARKETING TECHNOLOGIST [INBOUND 2014]
RISE OF THE MARKETING TECHNOLOGIST [INBOUND 2014]
RISE OF THE MARKETING TECHNOLOGIST [INBOUND 2014]
RISE OF THE MARKETING TECHNOLOGIST [INBOUND 2014]
RISE OF THE MARKETING TECHNOLOGIST [INBOUND 2014]
RISE OF THE MARKETING TECHNOLOGIST [INBOUND 2014]
81% of large firms now have achief marketing technologist role
RISE OF THE MARKETING TECHNOLOGIST [INBOUND 2014]
RISE OF THE MARKETING TECHNOLOGIST [INBOUND 2014]
RISE OF THE MARKETING TECHNOLOGIST [INBOUND 2014]
RISE OF THE MARKETING TECHNOLOGIST [INBOUND 2014]
The distance between communicationsand customer experience has collapsedto a click.
ZMOT: Winning the Zero Moment of Truth by Jim Lecinski
RISE OF THE MARKETING TECHNOLOGIST [INBOUND 2014]
An explosion of customer experience touchpoints.
The Extended Product
RISE OF THE MARKETING TECHNOLOGIST [INBOUND 2014]
RISE OF THE MARKETING TECHNOLOGIST [INBOUND 2014]
RISE OF THE MARKETING TECHNOLOGIST [INBOUND 2014]
Not everyone in marketingneeds to be a technologist. 
Just as not everyonein marketingneededto be acreative.
Design 
Technology 
Storytelling 
Analytics 
Technologymust become a part of marketing’sDNA.
21%of CEOs think technical expertise is a top 3 CMO skill. 
Only 13%think agency experience is.
RISE OF THE MARKETING TECHNOLOGIST [INBOUND 2014]
“…the key meta-trends that will definehow all marketing is done in a world of technology enablement...” –Terence Kawaja, CEOLUMA Partners 
“…helps the reader to understand how technology can be used for both successful marketing strategy and execution.” –Jonathan Becher, CMOSAP 
Download a free copy of my book at chiefmartec.com
Chief Marketing Technologisthttp://chiefmartec.com 
ion interactive, inc. http://ioninteractive.com 
sbrinker@ioninteractive.com 
Twitter: @chiefmartec 
Reach me at: 
MarTech Conferencehttp://martechconf.com

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