Scott Brinker offers the top 5 highlights from the 2016 MarTech conferences:

Number 5: Agile Organizations Take Flight

There’s a reason why the largest section of my book, “Hacking Marketing,” goes deep on adopting agile marketing: without an agile “management metabolism” in place, none of the other opportunities that marketing has to accelerate its innovation are possible.

Number 4: Best of Breed is Big.

Almost half of marketers (48 percent) have built best-of-breed marketing technology stacks made up of multiple point solutions, while only 21 percent use a single-vendor suite.

Number 3: Adtech is a MarTech appetizer.

Now is the time to reframe how you think about adtech. According to adtech icon Dave Morgan, marketing is fast becoming a core competency for all organizations. Talk about a massive shift in perspective!

Number 2: Marketing AI is (almost) here.

Machine intelligence is already powering a number of key marketing technology applications — including “creative” tasks, such as writing copy and headlines, creating websites and designing campaigns that most people don’t think a computer can do today.

Number 1: Strategy matters more than ever.

brinker_exponentiallyThe key to fully leveraging a martech stack is… strategy! When participants in the State of Marketing Technology 2017 study were asked, “What would help you better leverage the full power of your current marketing technology stack?,” the answer, “better stack integration” ranked seventh, near the bottom of the list.

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