While most of us are aware of Scott Brinker’s martech landscape diagram and how it’s rapidly become almost unreadable in the past couple years with the explosion of martech companies, I saw that chart come to life in the expo hall at Martech 2015. There are no shortage of great ideas and amazing technical accomplishments at each booth as you walk through the rows. As marketers we can easily “get it” for most of these products and see how these technologies in isolation could help our operation. Unfortunately, a marketing stack cobbled together with the shiniest new toys without clear focus on the integration of these tools can create an operational nightmare. So what should a marketer do?
While a massive enterprise business might be able to successfully integrate much of Scott’s diagram by throwing enough people, time and money at the problem, the rest of us need to have a crystal clear vision on what we want our marketing operation to achieve and how it can realistically happen within the constraints we all have. At the keynote, Scott used Five9’s marketing stack as an example of an operation that used many of these different pieces but brought them together in an intelligent way that fit the goals of their business. I highly recommend checking out Doug Sechrist’s webinar here where he dove into some of the details of how he built that machine and how it works. Actually I’d recommend copying pretty much anything Doug does when it comes to demand gen.
Leadspace figures prominently in the Five9 stack as it represents one product that fuels their targeted new lead discovery as well as adds a wealth of enriched data that allows them to score, segment and reach prospects effectively, all centered around their Ideal Customer Profiles. Operationally, there’s a massive benefit to having multiple key functions pulled together in a single product that can be tuned and optimized. Technologies that can do this rather than just being a cool new toy are the antidote to what we’re all seeing in this rapid martech expansion.