2022 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.

Show Notes

  • 02:57
    Ecosystem expansion in 2022
    Most marketing technology products are being launched with integration capabilities to major platforms. This is going to continue into 2022.
  • 05:03
    Standardized platforms and marketing differentiation
    Its more about the platforms being specialized for a specific function or for a certain industry. You want to be able to have automation across multiple apps and have a common data layer.
  • 08:28
    Platforms we can expect to see in 2022
    CRMs and cloud data warehouses. This is due to their ability to serve and connect an organization.
  • 08:47
    2022 predictions for persons in the marketing industry
    In the case of self-service digital channels, there are opportunities to run campaigns and create experiences that generate revenue.


  • "A MarTech startup isnt just thinking about functionality. Theyre thinking about how theyre going to integrate HubSpot. They know thats the only way to get people to buy and adopt." -Scott Brinker, HubSpot, VP of Platform

  • "Across the MarTech industry, products are being launched with integration capabilities to the major platforms." -Scott Brinker, HubSpot, VP of Platform

  • "The platforms have a lot of competition. That's why you've seen the consolidation on the platform side of things. It's a finite number that has reached the scale and the momentum. " -Scott Brinker, HubSpot, VP of Platform

  • "You want to keep coming back to a common data layer so that all the data becomes the golden record of the customer, in one spot." -Scott Brinker, HubSpot, VP of Platform

  • "From a workflow process, you want to make sure you're able to automate things that cross multiple apps." -Scott Brinker, HubSpot, VP of Platform

  • "A specialized app might have an ecosystem around it, and a sort of legitimacy to the term platform. But, it's still somewhat specialized in the particular subset of the audience that it's serving." -Scott Brinker, HubSpot, VP of Platform

  • "Hybrid Event Platforms offer relatively narrow capability versus CRM platforms. It's just part of the reason you don't see so much disruption." -Scott Brinker, HubSpot, VP of Platform

  • "If you're willing to embrace change, and invest in it, you have an opportunity to create the playbooks ahead of your competitors." -Scott Brinker, HubSpot, VP of Platform

  • "Once we move to transactions through purely self-service digital channels, you start seeing opportunities for marketing to create experiences and run campaigns that directly generate revenue." -Scott Brinker, HubSpot, VP of Platform

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