![]() The onset & growing importance of 1st party data, CDPs & a data-driven worldĭata continues to be one of the most critical pieces in the marketing tech stack. Next, what’s next for the world of Marketing? Hence generalizing this is slightly procrustean, and thus would not want to go further down that path. Step 3: Go use that data to bring in customersĪnother additional thing that came about while I was doing my research for this blog was that marketing teams across companies and geographies tend to be very diverse - both in their responsibilities and their tech stack. This was my first stab at understanding this vast category There are multiple ways to split this pie, but the one that has been the most effective for me is: ![]() Since then, we have seen this space grow to over 10000 startups (don’t quote me on it, quote the legendary Scott Brinker) It was with the Marketo & Hubspots of the world coming to exist in 2006 that gave MarTech the modern outlook that we know of it today. Seven Hundred Billion Dollars.Įnough money for Elon to buy Twitter 15 times over (If that is happening :p)Įnough money to pay $100 to every living human being. A space that spends >$700 billion on advertising a year. Search & Social Media is probably the single most significant catalyst to have propelled this space to what it is today. Email.īut the major revolution and the large-scale-hyperbolic-growth came to this category only post the setup of two giants, two giants that we have spoken of before, Google & Facebook. The story of MarTech, and how we know it starts with the onset of the first form of digital communication. Note this by no means an exhaustive landscape, but does give you a broader visibility into the landscape. So we at Together have put together a more comprehensible landscape of tools that modern marketer uses: Scott Brinker has spent years and hours putting together this market map (which IMO at this point, serves only one purpose: shows how complicated & broad MarTech is) The simplest definition I could think of MarTech goes as follows: “A range of software and tools that assist in achieving marketing goals or objectives.” It’s time we understand in-depth this beautiful yet complicated sector of SaaS. A majority of those 40 cents is spent on marketing, and the reason for that is Wanamaker’s dilemma - “Half the money spent on advertising is wasted the problem is marketers don’t know which half.” One interesting fact about marketing is –40 cents of every dollar raised is spent on Google, Amazon & Facebook. Enabling both the CMOs and their functions to deliver in this generation of modern marketing software. The next generation of MarTech tools will look beyond just digitization and automation and dive more into the prescriptive/ predictive stratos. More than ever, we believe that GTM functions and the tools they use will be re-imagined. In this multi-series blog, we will be looking at the past, the present, and the future of MarTech and look at it from the lens of a CMO. MarTech is one of the primitive sectors of SaaS, with one of the largest TAMs and yet the one that is ripe for maximum disruption. ![]() At Together, we have been passionate about Marketing Technology ever since we started investing.
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