2022 MarTech Predictions: Reintegration of MarTech– Scott Brinker // Hubspot
- Part 1 2022 MarTech Predictions: Reintegration of MarTech– Scott Brinker // Hubspot
- Part 22022 MarTech Predictions: Rev Ops Movement — Scott Brinker // Hubspot
- Part 32022 MarTech Predictions: Advancement of No Code Tech — Scott Brinker // Hubspot
- Part 42022 MarTech Predictions: B2B Commerce Revolution — Scott Brinker // Hubspot
- Part 52022 MarTech Predictions: Ecosystem Expansion — Scott Brinker // Hubspot
Show Notes
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02:35What is meant by reintegration of MarTechThis refers to better connecting marketing technology with the rest of an organization. Its about leveraging marketing with the data from sales and customer service to drive growth.
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05:06How marketing reintegration is taking placeAt the application level, theres more integration of marketing technology and applications. The data from these applications is filtered into a central repository for data analysis.
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07:11Levels within the organization that are being integrated into the MarTech stackFor the different data repositories, compliance, security, and legal teams provide a governance layer in terms or privacy regulations.
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07:24Organization painAlignment at the data layer and the process automation layer. So its ensuring that all departments within an organization have a standardized way of data definition.
Quotes
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"Reintegrating marketing technology into a company opens up opportunities for marketers to get connected to a lot more data and capability than they had when they were just in their own world." -Scott Brinker, HubSpot, VP of Platform
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"We now see a lot more integrations between marketing technologies, popular apps, and other departments like the HubSpot Zendesk and HubSpot in QuickBooks." -Scott Brinker, HubSpot, VP of Platform
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"If you're a digital product company, having direct integrations with your CRM and things like Amplitude that are feeding in product analytics, is amazing." -Scott Brinker, HubSpot, VP of Platform
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"One of the challenges that kept departments out of sync was that marketing would have a whole bunch of fields that define what they thought of as the different stages of a customer experience." -Scott Brinker, HubSpot, VP of Platform
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"There's always going to be certain data that's extremely relevant to just a local team for what they're doing. You want to ensure you're aligning the global definitions." -Scott Brinker, HubSpot, VP of Platform
- Part 1 2022 MarTech Predictions: Reintegration of MarTech– Scott Brinker // Hubspot
- Part 22022 MarTech Predictions: Rev Ops Movement — Scott Brinker // Hubspot
- Part 32022 MarTech Predictions: Advancement of No Code Tech — Scott Brinker // Hubspot
- Part 42022 MarTech Predictions: B2B Commerce Revolution — Scott Brinker // Hubspot
- Part 52022 MarTech Predictions: Ecosystem Expansion — Scott Brinker // Hubspot
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Part 12022 MarTech Predictions: Reintegration of MarTech– Scott Brinker // Hubspot
HubSpot’s VP of Platform, Scott Brinker, discusses his predictions for marketing technology in 2022. The pandemic has accelerated the digitization of departments within organizations. However, marketing technology still remains disconnected from the rest of the organization. Today, Scott talks about the need for reintegration of marketing technology.
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Part 22022 MarTech Predictions: Rev Ops Movement — Scott Brinker // Hubspot
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Part 32022 MarTech Predictions: Advancement of No Code Tech — Scott Brinker // Hubspot
VP of Platform, Scott Brinker, from HubSpot, explores how No-Code tools are improving. While non-technical users see the merit of No-Code technology, IT teams and Marketing Ops have long been suspicious of them. If these tools were to be designed with data security and compliance features, we could see more widespread adoption of this technology by large companies in the coming future. Today, Scott addresses the advancement of No-Code technology.
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Part 42022 MarTech Predictions: B2B Commerce Revolution — Scott Brinker // Hubspot
VP of Platform at HubSpot, Scott Brinker, looks into changing B2B buyer habits. The pandemic caused a massive shift in the way we all do business. For B2B companies, there was a move away from traditional in-person sales to video conferencing and other digital means. So today, Scott covers the B2B Commerce revolution.
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Part 52022 MarTech Predictions: Ecosystem Expansion — Scott Brinker // Hubspot
Scott Brinker, VP of Platform at HubSpot, wraps up discussion on his predictions for 2022. For years, a critical pain-point of the MarTech industry was the lack of integration. MarTech products in the last few years have launched with integration capabilities. With this trend expected to continue throughout 2022, Scott looks at the rise and expansion of systems in the MarTech industry.
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