Mapping Out MarTech - Scott Brinker - Hard Corps Marketing Show - Episode # 288

The solutions available to marketers are always evolving through new innovation and integration and finding the right tool can seem like an immense chore. Thankfully, Scott Brinker, the creator of the MarTech 5000 and VP of Partner Ecosystem at HubSpot, has literally created the map of the MarTech wilderness and is here to guide you through it. Get ready to learn about how MarTech is both expanding and consolidating at the same time, why marketers revolve through the same channels over and over, and where the buyer’s emotions in B2B sales come from.   Busted Myths: The marketing technology industry is both being consolidated and expanding at the same time. The MarTech industry can be thought of as a very long tail with large companies at the head of the tail and further down the tail the smaller the companies get. Companies viewing the MarTech landscape do not have to make the binary decision to either go with a suite of tools from one vendor or find the best of breed for each solution. Most MarTech companies have made their products easy to integrate.   Takeaways  Emerging MarTech companies need their solutions to be able to integrate with their prospects’ core marketing automation systems. This has become a priority for them as the industry has evolved over the last decade. Because marketing needs to look at the bigger picture of the organization and have a view of the other departments, marketing also needs to be aware of, and have knowledge of, the tools that those other departments are using.  In the endless quest to break through the noise, marketers end up revolving through channels and tactics to find what is actually getting through at that point in time.  Although the tool may be considered “sales enablement”, it is often the responsibility of marketing to build out the content within for sales to use. Because marketing creates the content, they can ensure consistent messaging throughout all of the materials. The pandemic forced many salespeople to creatively engage prospects through a variety of digital channels such as video calls, online chats, virtual office hours, and social media. Your inbound marketing strategy needs to be built around the core idea that you don’t have to constantly sell your solution. If you actually help and educate prospects, when they go to make a decision, you are more likely to be in their consideration set. Closing a B2B sale is very emotional for the buyer. B2B buyers consider factors that can include their job risk, the support of their peers, the politics of the decision, and many more.    Quote of the Show: “We live, in MarTech, in a world of platform ecosystems” - Scott Brinker   Shout Outs: Frans Riemersma - Founder of MartechTribe Anyvoo - Virtual backdrop company  Jill Rowley - B2B Sales and Marketing thoughtleader  Gordon Hotchkiss - President at OOMG Consulting Clayton M. Christensen - Creator of “Jobs To Be Done” Framework   Links: LinkedIn: https://www.linkedin.com/in/sjbrinker/ Twitter: https://twitter.com/chiefmartec Blog: https://chiefmartec.com/ MartechMap.com: https://martechmap.com/int_supergraphic Company website: https://www.hubspot.com/ The MarTech Show: https://youtu.be/2Fw98UGrCpA Hacking Marketing: https://www.amazon.com/Hacking-Marketing-Practices-Smarter-Innovative/dp/1119183170/ref=asc_df_1119183170/?tag=hyprod-20&linkCode=df0&hvadid=312128454859&hvpos=&hvnetw=g&hvrand=439765734653661185&hvpone=&hvptwo=&hvqmt=&hvdev=c&hvdvcmdl=&hvlocint=&hvlocphy=9002280&hvtargid=pla-448831158462&psc=1 2022 Martech Landscape: https://chiefmartec.com/2022/05/marketing-technology-landscape-2022-search-9932-solutions-on-martechmap-com/  2020 Martech Landscape: https://chiefmartec.com/2020/04/marketing-technology-landscape-2020-martech-5000/    Ways to Tune In: Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd Spotify:  https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube: https://youtu.be/e-N3g84Kbtw