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Push Your Growth Needle Into the Red: How to 8x your MarTech

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Scott Brinker
Chief Marketing Technologist, Co-founder & CTO at ion interactive
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Global Growth Marketing Conference 2019
December 10, 2019, San Francisco, USA
Global Growth Marketing Conference 2019
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Push Your Growth Needle Into the Red: How to 8x your MarTech
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Scott Brinker
Chief Marketing Technologist, Co-founder & CTO at ion interactive

Scott Brinker has been analyzing marketing technology and its impact on marketing organizations for more than a decade. He writes the chiefmartec.com blog and serves as the program chair of the MarTech conference series. He serves as VP Platform Ecosystem at HubSpot, helping to grow and nurture the company's community of technology partners. And he authored the best-selling book Hacking Marketing, about adapting software management practices — such as agile methodologies — to marketing teams. Previously, he was the co-founder and CTO of ion interactive. He holds degrees in computer science from Columbia University and Harvard University and an MBA from MIT.

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At this stage of the martech revolution, most companies have at least some kind of martech presence - even if it’s just marketing operations using martech to solve a few specific challenges. That said, by siloing martech, you’re really doing yourself a disservice. Even if your core marketing operations team revolves around martech, everybody else still has to wait on them to approve their martech requests. In this game-changing session, Scott Brinker, VP of Platform Engagement at HubSpot is going to teach you how to mature your martech investment into what he calls the “absorbed” stage - so your entire organization doesn’t have to wait for approval or sit in a queue, but is free to self-service their own martech needs, streamlining the entire process and supercharging your success.

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Afternoon everyone got some good after lunch nap time energy OK, 00:00 great, so I figured we could do is we could maybe walk through every one of the 7000 logos and discuss them in detail. 00:05 Alright, just kidding. 00:14 So yeah, 00:14 I'm a martech, nerd martech enthusiast. 00:16 The VP platform ecosystem at HubSpot, 00:18 helping HubSpot integrate with more of them are tech ecosystem. 00:20 I've been writing. 00:24

The Chief Martech blog for about 12 years and the program chair of the Martech Conference. 00:24 Unfortunately, I'm also the fellow behind. 00:31 This eyesore and so every time I get on stage and I feel the need to profusely apologize for inflicting this APA knew it really started out as a very 00:33 had. 00:43 I know why was going to get into I would not have gone down this road but it started as a pretty simple thing of like Hey, 00:43 Seomoz, you use a lot of Technology. 00:51

Don't you think it might be helpful to start to have someone on the marketing team who could really take responsibility for that. 00:54 And so in 2011. 01:02 That was mapping out around 150 different technologies, 01:02 which at the time seemed enormous like minds blown like Oh my God, 01:06 150 and then. 01:11 Yes, the crazy tale of Martech. 01:11 Exponential explosion over the years, 01:14 this year. 01:16 Just for the ones, we charted and we didn't get all of them. 01:16

I know we didn't get all of them because I keep getting emails from all the people we somehow missed. 01:21 And if there's any there lurking around here, 01:28 I'll take the back exit out. 01:32 Over 7000 my goodness, so if you want a little sneak preview. 01:36 We're going to start work on the 2020 version and the official number is going to be somewhere between a crap ton and a really large crap done. 01:40 We could talk about consolidation. 01:50

We can talk about all these amazing forces at work in the industry, 01:52 but the truth is for a very long time, 01:57

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