2022 MarTech Predictions: Ecosystem Expansion — Scott Brinker // Hubspot
- Part 12022 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 5 2022 MarTech Predictions: Ecosystem Expansion — Scott Brinker // Hubspot
Show Notes
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02:57Ecosystem expansion in 2022Most marketing technology products are being launched with integration capabilities to major platforms. This is going to continue into 2022.
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05:03Standardized platforms and marketing differentiationIts 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.
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08:28Platforms we can expect to see in 2022CRMs and cloud data warehouses. This is due to their ability to serve and connect an organization.
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08:472022 predictions for persons in the marketing industryIn the case of self-service digital channels, there are opportunities to run campaigns and create experiences that generate revenue.
Quotes
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"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
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"Across the MarTech industry, products are being launched with integration capabilities to the major platforms." -Scott Brinker, HubSpot, VP of Platform
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"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
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"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
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"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
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"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
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"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
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"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
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"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
- Part 12022 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 5 2022 MarTech Predictions: Ecosystem Expansion — Scott Brinker // Hubspot
Up Next:
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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
Scott Brinker, HubSpot’s VP of Platform, looks at the shift towards revenue operations. Customer journeys don’t end with purchase and subscription based services mean that customers and businesses are interacting far more frequently. Alignment of these interactions in terms of marketing, sales, and customer service is a must. Today, Scott discusses the rev ops movement of 2022.
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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.
