2022 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.

Show Notes

  • 02:35
    What is meant by reintegration of MarTech
    This 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.
  • 05:06
    How marketing reintegration is taking place
    At 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.
  • 07:11
    Levels within the organization that are being integrated into the MarTech stack
    For the different data repositories, compliance, security, and legal teams provide a governance layer in terms or privacy regulations.
  • 07:24
    Organization pain
    Alignment 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.


  • "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

  • "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

  • "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

  • "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

  • "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

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