“If it doesn’t sell, it isn’t creative.”David Ogilvy
Every piece of technology a marketer uses to reach a potential customer is MarTech. Martech is literally the blending of marketing and technology. While MarTech is about building, managing, delivering, and optimizing campaigns, AdTech is about placing, buying, and selling ads. MarTech and AdTech are converging with a killer ingredient: data. Data is coming in all the time from all ad campaigns, email marketing, mobile apps, video, and other digital marketing programs. Being able to integrate all that data into a comprehensive picture of a potential buyer who wants something or needs something is really, really challenging.
Enter artificial intelligence (AI). The rise of AI is squarely aimed at helping marketers make sense of all their data. In fact, AI is one of the biggest trends coming out of MarTech. Each of the mega vendors in MarTech is building out its own solution: Einstein from Salesforce, Sensei from Adobe, Adaptive Intelligent Apps from Oracle, and Watson from IBM. AI can help marketers efficiently deliver the right message to the right person at the right time. Another big trend coming out of MarTech is account-based marketing (ABM). ABM is a strategic approach to business marketing based on account awareness in which an organization considers and communicates with individual prospect or customer accounts as markets of one.
As of the latest report by Chief Marketing Technologist’s Scott Brinker, there are over 5,000 vendors in over 50 categories in today’s marketing technology landscape. Then there’s AI that’s exponentially increasing the power of marketing. ABM bringing in laser-focus to marketing. Combine that with best practices and the marketers themselves that bring it all together successfully. Whether you’re a beginner or a seasoned marketer, at a startup or a large enterprise, TiE Inflect MarTech track is a don’t miss!
Sources: Chiefmartech, MARTECH Today, AdAge, MarTechExec