Post by account_disabled on Mar 10, 2024 3:06:02 GMT -5
Marketing support solutions, known as martech, continue to grow. In 2011 there were just 150, in 2020 they reached 8,000 and now there are 9,932. This according to the latest survey by Scott Brinker, VP of Hubspot and author of the ChiefMartec blog , who has been following the evolution of this sector for years and which inspired my work " Martech Italia 2022 ". This year Scott also produced a report highlighting a consolidation of solutions and several phenomena that I asked him to explain to me in an exclusive interview. Scott, what is the state of martech? The state of martech is in excellent health. More and more consumers and B2B buyers prefer to have a digital relationship with companies, which extends to new channels and new customer experience expectations.
Martech is the technology that allows companies to serve these customers throughout India Mobile Number Data their purchasing journey and lifecycle. Even though we are seeing consolidation happening at the top end of the market, with very large martech companies acquiring top performers in other categories, there continues to be a significant wave of new startups. Because the barriers to software entry are relatively low and the opportunities for new channels and marketing tactics are enormous, martech remains a very attractive sector for entrepreneurs and investors. As a result, we continue to see waves of innovative products. Within companies, we are seeing the role of marketing operations and marketing technology teams in using martech products to bring new capabilities to the business. Marketing has become a truly technology-enhanced profession.
You have identified three areas of innovation in martech: Commerce, Big Ops and No Code. Can you tell us more? Today, almost every aspect of marketing is undergoing enormous innovation. However, these three areas are where I believe we are seeing the greatest transformation. Commerce : As digitally executed commerce transactions increase, both those involving B2C and B2B experiences, marketers are literally moving away from being a cost center and turning into revenue generators. Marketers have the opportunity to embed commerce mechanics into web pages, emails, SMS conversations and countless other touchpoints. This is an opportunity to create new playbooks on how marketing and sales can collaborate and coordinate to accelerate revenue. Big Ops is the term with which I indicate the acknowledgment of the increase in operational roles within companies: marketing ops, sales ops, partner ops, customer success ops, data ops, etc.
Martech is the technology that allows companies to serve these customers throughout India Mobile Number Data their purchasing journey and lifecycle. Even though we are seeing consolidation happening at the top end of the market, with very large martech companies acquiring top performers in other categories, there continues to be a significant wave of new startups. Because the barriers to software entry are relatively low and the opportunities for new channels and marketing tactics are enormous, martech remains a very attractive sector for entrepreneurs and investors. As a result, we continue to see waves of innovative products. Within companies, we are seeing the role of marketing operations and marketing technology teams in using martech products to bring new capabilities to the business. Marketing has become a truly technology-enhanced profession.
You have identified three areas of innovation in martech: Commerce, Big Ops and No Code. Can you tell us more? Today, almost every aspect of marketing is undergoing enormous innovation. However, these three areas are where I believe we are seeing the greatest transformation. Commerce : As digitally executed commerce transactions increase, both those involving B2C and B2B experiences, marketers are literally moving away from being a cost center and turning into revenue generators. Marketers have the opportunity to embed commerce mechanics into web pages, emails, SMS conversations and countless other touchpoints. This is an opportunity to create new playbooks on how marketing and sales can collaborate and coordinate to accelerate revenue. Big Ops is the term with which I indicate the acknowledgment of the increase in operational roles within companies: marketing ops, sales ops, partner ops, customer success ops, data ops, etc.