Disruptive martech trends, and what a CDP fixes: Friday’s daily brief

Plus, the state of brand trust in 2021.

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Good morning, marketers, and let’s go trend-spotting.

We’ve got some great reading of the tea-leaves by leading Marketo specialist Jep Castelein in the first piece below. He was in conversation with Darrell Alfonso, and it was a pleasure to publish Darrell’s first contribution to MarTech Today.

Darrell not only leads marketing operations at AWS, he’s also a familiar face around the martech community, not least for his often hilarious and always provocative LinkedIn activity.

Another thing I liked about this piece is that the predictions are — as Darrell says — disruptive. And they’re certainly not uncontroversial. The prediction that marketing automation and email databases will become redundant is open to challenge — for the foreseeable future, at least; and I am sure some marketers think they’re already using intent and product usage data. ABM marketers, for example. As always, let me know what you think.

Kim Davis
Editorial Director

4 disruptive, uncomfortable, yet inevitable martech trends 

Veteran martech technical architect Jep Castelein has some challenging views on where the space is headed. If he’s right, then stand by for upheaval in the martech stack, and likely in marketing ops as well.

He predicts, for instance, that future marketing automation and email platforms will not have databases. He plausibly points out that duplication of data (probably partial and inconsistent duplication at that) in the CRM and in a data warehouse, as well as in MA and email platforms is redundant. Castelein doesn’t explicitly mention CDPs, but certainly the concept of a CDP as a single source of truth seems inconsistent with a series of additional data silos.

As for the CRM, Castelein predicts it will cease to be the center of the sales and marketing universe, for the good reason that it doesn’t typically house invaluable, timely intent and product usage data.

Read more predictions here.

B2C marketers feel pressure from consumers to earn their trust 

Cross-channel marketing platform Iterable has released data on how B2C marketers have responded to 2020’s big consumer push to have brands earn their trust. Based on interviews with 500 U.S. and U.K. marketers, the survey found:

  • 87% changed their marketing strategies to better build consumer trust;
  • 47% of brands issued statements on racial inequality, 40% on public health;
  • Around a third of brands also issued statements on gender inequality and LGBTQIA pride;
  • While around half of respondents thought their brands could do more on social issues, 83% thought brands should remain politically neutral.

Why we care. Things have changed. These results would have been unthinkable two or three years ago, and there’s an indication that the pandemic is not the sole driver of these changes: brands felt an even greater need to address race. It’s also interesting to note that social activism is not equated with taking a political side.

What is broken that a CDP will fix?

In case you missed it, Pat Maigler, a marketing strategy and operations manager at Williams-Sonoma, in an episode of MarTech Live, identified the same redundancy in multiple data silos as Jep Castelstein (see above). But he drew the opposite conclusion.

Marketers generally already have “their own purpose-built endpoint systems,” he said. “I’m not sure that a lot of CDPs will replace the email engines that are being used. If you’re already using somebody like LiveRamp as an onboarder, and they’re syndicating to Google, Facebook, Pinterest and other partners, well — what do I really need?”

In other words, if the databases within your marketing automation and email engines lets you do your job, why rock the boat?

Read more here.

Quote of the day

“Tech doesn’t choose cities…Tech is geo agnostic and the notion of an HQ is just paper matched to a tax-efficient jurisdiction. The cities that are attempting to ‘attract’ companies are chasing a ghost.” Neil Sweeney, CEO, Freckle.

About the author

Kim Davis
Kim Davis is currently editor at large at MarTech. Born in London, but a New Yorker for almost three decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Shortly thereafter he joined Third Door Media as Editorial Director at MarTech.

Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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