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Scott Brinker News & Analysis

Hey, Marketer: Stop Thinking About Vendors First

vendor options.jpg

Crash Davis in Bull Durham gave the best advice to a pitcher on a baseball mound: Don't think. "You just got lesson number one," the veteran Minor League catcher (played by Kevin Costner) told his rookie pitcher. "Don't think. It can only hurt the ball club."

It's kinda like that for marketers today facing the giant 947-vendor-plus marketing technology landscape aptly documented by Scott Brinker. Don't think about them.

"Stop thinking about vendors and products," said Gerry Brown, senior analyst for customer engagement and marketing technology at Ovum Research. "Think about the business requirement. The products should be treated as a solution to a business need, rather than an end in their own right."

We complete our series today examining ways to approach the thickly-settled marketing software vendor space. Last week, we discussed avoiding the vendor hype and finding your IT champion.

Marketing Software Selection: Find Your IT Champion

customer experience, Marketing Software Selection: Find Your IT Champion

The marketing technology landscape is crowded, for sure. 

But too crowded? That's a different question, said Lori Wizdo, principal analyst and marketing automation specialist for Forrester Research.

"There are many, many different processes that are performed by the marketing organization," Wizdo told CMSWire. "These processes comprise many many different tasks. And, automation all of these processes and tasks will help marketers scale operations and drive consistent, quality execution, and results. So, it’s hard to say that there is too much automating technology out there."

CMSWire continues today its series examining ways to approach the thickly-settled marketing software vendor space. Yesterday, we discussed avoiding the vendor hype.

Remedies for 947 Marketing Software Vendor Headaches

customer experience, Remedies for 947 Marketing Software Vendor Headaches

So we know now the marketing technology landscape is jam-packed with 947 vendors. At least that.

Now as a digital marketer you have to figure out what to do with it. How do we weed out the pretenders from the contenders?

"Digital marketers must guard against getting seduced by the shiny new object," said analyst Richard Fouts, vice president at Gartner for Marketing Leaders. "While a new vendor’s approach might sound hugely exciting, you have to relax a bit and evaluate things, that while seem mundane, are hugely important."

Today, we start the first article in a short series examining ways to approach the thickly-settled marketing software vendor space.

9 Key Facts about Web CMS in the Marketing Technology Landscape

MarketingTechLandscape.jpgDom Nicastro recently covered my latest crowded marketing technology landscape. The key takeaway? It's big.

In fact, it's far bigger than this graphic portrays. In the flood of comments on my accompanying blog post, you can see the dozens of amazing companies that have chimed in to kindly point out that I missed them. (Mea culpa.)

Noreen Seebacher followed up with a post that expressed most people's visceral reaction to the scale of this landscape: "Pass the Infographic and the Excedrin: Digital Marketing is Too Complicated."

 It is complex. But one way to tackle it is to focus on one piece at a time. So let's zoom in for a moment on the platform layer, in particular the Website/WCM/WEM category -- i.e., the ever-expanding assortment of acronyms formerly known as "CMS." For shorthand, let's just call it the CMS category.

Pass the Infographic and the Excedrin: Digital Marketing is Too Complicated

complications.jpgSay what you want about Scott Brinker's latest Marketing Technology Landscape supergraphic. It's comprehensive. It's colorful. But more than anything, it's complicated.

With 947 marketing software vendors in 43 categories around six major classes, the headache inducing data visualization makes it very clear that even Sisyphus may have had an easier task than today's digital marketers.

Lest you think I'm exaggerating, consider this. Brinker himself told CMSWire there are probably even more vendors in more categories in more classes. And all this begs a very simple question: Does it really have to be so complicated?

Digital Marketing Files: Crowded Technology Landscape? Bring It On!

customer experience, Digital Marketing Files: Crowded Technology Landscape? Bring It On!The marketing software vendor landscape is nine times the size it was a little more than two years ago. 

The flooded market was represented in Scott Brinker's latest Marketing Technology Landscape, which determined there were 947 marketing software vendors out there split into 43 categories around six major classes. 

And we trust the landscape's even bigger than that. Brinker himself admitted as much in an interview today with CMSWire.

2014: The Year Agile Marketing Takes Off

Customer Experience, Agile Marketing Is Going to Be Big in 2014If you had to summarize all the major IT and marketing trends of 2013 into just six words, you could simply say, "There were a lot of changes." And the five-word prediction for 2014? "There will be even more."

CIO Reports to CMO: Technology Under Marketing? #gilbane

BOSTON -- Marketing and technology need to get married. Not the spur-of-the-moment kind of marriage that ends in two years, but a systematic, well-planned, engaging, long-lasting kind of marriage that starts with a 250 person, $85 a person prime rib dinner wedding that continues 50 years later.

That’s the message this morning on Day 1 of the Gilbane Conference here from Scott Brinker, founder and CTO of ion interactive.

FirstRain Offers Mobile Customer Intelligence Apps Built on Salesforce Touch

There was a time when if your enterprise had an application that offered insights into customer behaviour, the sales and marketing teams were happy. Now, workers want customer intelligence. On the back of that FirstRain has developed a new app that enables enterprises to build customer intelligence apps for any device from Salesforce’s Touch platform.

In Between Websites and Landing Pages, A Better Post-Click Experience Awaits

It’s a dilemma that many demand generation marketers face.

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