How a lot advertising and marketing know-how do you want?
Apparently, extra, extra, and extra.
And it’s essential to have a good time it.
This week, Scott Brinker launched the 2023 version of the Martech Landscape Map – with a whopping 11,038 options. And on Tuesday, the world celebrated International Martech Day. (Sorry, we couldn’t discover a Hallmark card to ship to all of you martech professionals within the viewers.)
In case you’re unfamiliar with the martech panorama map, Scott, the editor at ChiefMarTec.com and vice chairman of platform ecosystem at HubSpot, began it in 2011 with 150 options.
The 2023 edition of the Martech Landscape Map encompasses over 11,000 solutions via @Robert_Rose @CMIContent. Click To Tweet
Each 12 months, it has grown exponentially. As a outcome, Scott often launches a brand new technique to view the info. This 12 months, he revealed a technology-capability heat map (registration required), which reveals the preferred capabilities, together with “personalization.”
You can search the map by class, ranking, variety of workers, and extra parameters to take a look at the 11,000-plus options extra simply.
CMI’s chief technique advisor Robert Rose shared his ideas on this week’s CMI News video. Watch it beneath or preserve studying for the highlights.
Trends on this 12 months’s martech panorama map
Before diving into the developments, CMI’s chief technique advisor Robert Rose offers kudos to Scott for creating and persevering with to evolve one of many two most exceptional examples of B2B content material advertising and marketing. (The Edelman Trust Barometer is the opposite.)
Now for 2 of the developments revealed within the map. Martec.org experiences extra firms wish to purchase know-how to allow a two-way move between knowledge warehouses and frontline options like buyer knowledge platforms.
“In businesses of all sizes, the idea of a ‘data warehouse’ in marketing might as well be a starship,” Robert says. “Aligning or de-siloing data for audiences, customers, and content consumption remain a struggle for most brands – even the biggest companies on the planet.”
Though some huge initiatives have helped the info move higher, firms search a single supply of information reality. They don’t search extra options to do it. The single supply may very well be a buyer relationship administration (CRM) platform, a advertising and marketing automation resolution, a buyer knowledge platform, or a mix.
Companies seek a single source of data truth – not more solutions to do it, says @Robert_Rose via @CMIContent. Click To Tweet
The martech map signifies one other pattern with its rising classes – digital expertise, commerce, and buyer knowledge platforms. Robert explains, “It just makes sense to find a single source of truth for the content, too. By storing and making all the marketing content, it can service all different interfaces.”
Interestingly, the developments point out most companies ought to prioritize how they handle content material and the info it produces earlier than AI, analytics, and personalization. “It’s like prioritizing the repairs for the plumbing and electrical in your house. Though you can hardly see them, they are the most important thing you can do to live safely and comfortably at home,” Robert says.
Most businesses should prioritize #content and data management before AI, analytics, and personalization, says @Robert_Rose via @CMIContent. Click To Tweet
Take a take a look at the martech landscape to see what’s occurring with instruments in the present day. And tell us within the feedback your ideas on this query: What are your most important applied sciences to implement and create single sources of reality?
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Cover picture by Joseph Kalinowski/Content Marketing Institute