Tools
Tools
Maturity in Marketing Technology (Product Life Cycle)
Innovate
Expand
Peak
Consolidate ** more well defined w time
Challenge
Innovate
Innovate: The category is just emerging. Most people aren't aware of it. The early vendors pioneering the category may be jockeying for different labels to call the category
Expand
Expand: Many new vendors enter the space, both new start-ups being launched as well as more established companies adapting their products to address the opportunity
Peak
The category is at maximum vendor noise.
Consolidate
The category is now becoming mature, and the leading vendors are pulling away from the pack. A significant number of vendors will exit the space in this stage, either by being acquired, running out of funds, "pivoting" to a different category, or gently f
Challenge
The category is now mature, consolidated down to a small number of well-established brands. There's tremendous growth in adoption at this stage.
Hype Curve
1. Technology trigger
2. The peak of inflated expectations
3. The trough of disillusionment
4. The slope of enlightenment
5. The plateau of productivity
Chief Marketing Technologist
-Most companies have multiple platforms in their marketing technology stacks.
-One vendor for web experience, one for marketing automation, another for CRM.
The person charged with making sense of all these technologies and strategically figure out which
Top 5 largest categories of Marketing Technologies:
1. Sales Automation, Enablement & Intelligence (220)
2. Social Media Marketing & Monitoring (186)
3. Display & Programmatic Advertising (180)
4. Marketing Automation & Campaign/Lead Management (161)
5. Content Marketing (160)
Mar Tech capability clusters:
Mar Tech capability clusters:
Advertising & Promotion
Content & Experience
Social & Relationships
Commerce & Sales
Data Management
Marketing technology stacks
A marketing technology stack is a grouping of technologies that marketers leverage to conduct and improve their marketing activities. Often, the focus of marketing technologies is to make difficult processes easier, and to measure the impact of marketing
5 C's model of organizing a marketing stack
Contacts
Connections
Content
Customer Data
Collaboration
Two-dimensional marketing stack matrix
indexing marketing capabilities with marketing technology products, making it easy to identify cross-capability platforms and specialized capability solutions
Mapping out high-level marketing processes - Flow chart
Mapping out high-level marketing processes in a flow chart and recognizing key marketing technologies along each of those paths
Marketing stack according to a four-pillar system
Organized their marketing stack according to their four-pillar system of Creation, Experience, Distribution, and Insights, mapped in concentric circles from Content, to Demand Generation, to Sales & Customer Success
Marketing tools
Advertising & Promotion
Content & Experience
Social & Relationships
Commerce & Sales
Data Management