Martech: Martech is Marketing Logo
  • Topics
    Digital Transformation
    Marketing Operations
    Data
    Customer & Digital Experience
    Performance Marketing
    Marketing Management
    Special Reports
    All Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech

Processing...Please wait.

MarTech » Digital Transformation » How attitudes to purchasing martech may be changing

How attitudes to purchasing martech may be changing

Scott Brinker and Kim Davis discuss martech innovation.

Henry Powderly on August 31, 2020 at 2:32 pm | Reading time: 3 minutes

Are brands retrenching on martech under COVID, relying on tried and tested stack components? Or are they willing to experiment and try new solutions to seize unexpected opportunities which might come their way?

“It’s hard to generalize,” said HubSpot VP of Platform Ecosystem Scott Brinker in a recent appearance on MarTech Live. Among other things, it depends on a brand’s digital maturity, he said. Would a brand get value out of a new martech tool? “For a relatively mature, technologically speaking, marketing team it’s entirely possible; for someone further down the curve, there might just be other priorities.”

Greater discipline in evaluating martech is praiseworthy, Brinker added, but software innovation is not going to shut down. Vendors certainly see opportunities to innovate, said Davis: “It was on our roadmap already, but it has special utility and applicability in an environment … where digital engagement is important above all.”

That’s one of the topics Scott Brinker discussed with our own Kim Davis in their recent MarTech Live encounter.

According to our latest survey on budget priorities for 2021, respondents say purchasing budgets for the next fiscal will be focused on bringing in new platforms and services. That also suggests that the focus on expanding capabilities is not soon to dissipate.

“Pretty much every business to some degree is thinking about how software is a part of what they do in their business as well and how they engage with their customers,” said Brinker. “I embrace and applaud bringing greater discipline to the process of evaluating and adopting marketing technology but I think the idea that somehow we’re gonna just shut down software innovation and martech and not continue to embrace new opportunities and new capabilities, I just don’t see that happening.”

Earlier this year, Brad Geddes, co-founder of AdAlysis, told our sister site Search Engine Land that he had seen a major difference in the readiness companies dealing with the pandemic’s upheaval had based on the sophistication of their marketing stack.

“One thing I can say is a true trend when we look across clients who are doing really well versus [those that are] struggling right now, is how well organized they were beforehand,” said Geddes, speaking on Live with Search Engine Land. “Companies who had good CRM systems that talked to their stuff [and] their data flowed well, are managing this much better than people who are cobbling together systems with everyone now distributed.”


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


New on MarTech

    Will in-person events continue to be impacted as COVID constantly reinvents itself?
    Marketers say biggest challenge is getting cross-department alignment
    Study: Marketing automation teams mired in execution, neglecting strategic priorities
    Only 38% of marketers very confident in their customer data and analytics systems
    Does your email copy persuade or sell?

About The Author

Henry Powderly
Henry Powderly was vice president of content for Third Door Media, publishers of Search Engine Land and MarTech. With more than a decade in editorial leadership positions, he was responsible for content strategy and event programming for the organization.

Related Topics

Digital TransformationMarketing ManagementMarketing Operations

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS The MarTech Conference logo.

September 28-29, 2022: Fall

Start Training Now: Master Classes

Start Discovering Now: Spring



The SMX Conference logo.

Start Training Now:: SMX Advanced

November 14-15, 2022: SMX Next

March 8-9, 2022: Master Classes

Webinars

SEO Recon: The What, Why, and How for Building Amazing Links

Unlock the Cutting-Edge Potential of QR Codes

Why Finding the Right Platform is the Key to Winning in Email Marketing

See More Webinars
Intelligence Reports

Enterprise Marketing Performance Management Platforms: A Marketer’s Guide

Enterprise Customer Journey Orchestration Platforms: A Marketer’s Guide

Enterprise Account-Based Marketing Platforms: A Marketer’s Guide

See More Intelligence Reports
Featured White Paper

The Definitive Buyer’s Guide to Collaborative Work Management for Marketers

See More Whitepapers
Search Our Site

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Terms Of Use
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.