MarTech: Top 100 Influencers and Brands

Martech is the blending of marketing and technology, with the aim of streamlining processes to achieve marketing goals and objectives. In this digital age, there is a huge demand for marketing technology to provide marketers with the tools they need to succeed. In 2016 the number of MarTech vendors grew to 3,874 up from 2,000 in 2015 according to chiefmartech.com, and the number of MarTech deals rose from 256 ($5.7bn) in 2015 to 291 ($8.96bn) in 2016 according to financial advisory firm Results International.

WHAT ARE THE INFLUENCERS SAYING?

We reached out to some of the top influencers on our list to ask them for their views on MarTech. We spoke to Scott Brinker (#1), Stewart Rogers (#7), Sam Hurley (#8), Matt McGee (#10), Tim Hughes (#12), Tamara McCleary (#14) and Piyush Charkha (#15). Be sure to follow them to stay up to date on the best content and resources on MarTech!

Scott Brinker – Co-founder & CTO of ion interactive; Editor of chiefmartec.com; Program Chair of MarTech

“The intersection of marketing and technology disciplines is one of the most fascinating professional mash-ups of this decade. Technologists are incorporating more “marketing” thinking into their work through growth hacking and user-centered design. Marketers are integrating more technology thinking into their work, embracing data-driven decision-making and software-enabled capability development. The number of martech ventures that are innovating new ways to connect brands and audiences in a digital world is measured in the thousands. It’s an amazing field, combining the strengths of engineers, storytellers, artists, and data scientists to forge the future of customer experience.

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Stewart Rogers – Director, Marketing Technology – VB Insight (a VentureBeat product)

“Despite it being 2017, marketing technology is still not being used by the masses. Adoption among enterprise-class organizations is high, but market penetration among all businesses remains low. That being said, some vendors have been extraordinarily successful in supplying the micro-business and small-to-medium enterprise categories, and these companies will continue to aid the implementation of marketing technology products. 2017 will see some exciting new content types and channels come to the fore. Live video – and ephemeral networks like Snap Inc’s Snapchat – will continue to see hockey-stick growth in tandem with advances in cheaper, live-stream capable 360-degree hardware, and other wearables (such as Snap Inc’s Spectacles), and brands will start to take better advantage of these engaging content types. And 2017 is the year we’ll see artificial intelligence and machine learning start to affect the content we see, and the decisions we make, as marketers. Headlines, topics, body text, and more will be optimized to within an inch of their lives, but that doesn’t mean you can get away with boring content. You have to keep it interesting and unique!”

Sam Hurley – Founder of OPTIM-EYEZ

“The tech available to marketers is moving at an astonishing rate and we’ve seen massive progression over the last couple of years. 2017 and beyond will be exciting and potentially confusing, too…which brings us to my first prediction:

Consolidation: Let’s face it. There are just too many MarTech vendors! It’s a crowded market with huge overlap. Wouldn’t it be great if one brand offered it all? Well, I believe we’ll be seeing a few acquisitions from/of big players in the coming years to cater for exactly that need…

AI & Chatbots: It’s the future. Scary yet exciting, there’s no escaping where we are headed so marketers must embrace it to keep up. Bigger brands are already doing so. The power of such technology is not only useful for conversational UI and predictive analytics, but also for taking payments as a human would; which has the potential to relieve strain and transform traditional customer service teams.
Marketers must focus on conversation this year more than ever…the rise of voice search aligns with this trend and is certainly not something to be ignored.

Programmatic Ads: PPC manager? That could be a job title of the past, soon enough. At the moment, the available automated ad tech is not widely understood or adopted, purely because of its enterprise-level perception and high price ranges that are typically out of reach for smaller businesses. But — give it a few years and I believe we’ll be seeing a huge shift in the media advertising space.

Not only will new machine learning marketing tech disrupt the jobs of ad managers, but many more, too.”

Matt McGee – Editor-In-Chief of MarTech Today

“Long-term success requires a strong foundation, and it’s becoming obvious that martech is that foundation. It’s not just a C-suite issue, either. Everyone involved in digital marketing — from the boss in the corner office with the big glass windows to the practitioner working in the weeds on an intricate client campaign — is starting to understand that technology is the underlying layer of everything we do. Winners will be decided by how well we integrate martech across our organizations and use it to deliver results that stand the test of time.”

Tim Hughes – Co-Founder of Digital Leadership Associates

“The March market is currently within a “perfect storm”.  Recent CMO Council / Deloitte research shows that boards of 68% of companies expect marketing departments to have a measurable contribution to revenue of an organisation, and the way best of class marketing organisations will do this is through the various forms of MarTech. This can be piece by piece or a complete “stack”.  The key is that Marketing departments can now track all the way through the customer journey, freeing up CMOs to be Change Agent, Growth Driver and Experience Champion: So while “MarTech” is often seen as “IT”, it provides a great opportunity ahead for CMOs.”

Tamara McCleary – CEO at ThuliumCo

“There’s nothing more transformational to the business bottomline than an engineer who can sell. Or a marketer that genuinely comprehends technology. At the convergence of marketing and technology is where we find ultimate business success which comes channeled through reaching targeted markets on the right channels, leveraging the right messaging with extreme efficiency through harnessing the power of the most effective technological tools.  MarTech is created through alchemy…or at the very least born of a powerful amalgamation combining business sense, sales savvy, marketing know-how, technological prowess, and an understanding of the value of a customer’s journey and experience.”

Piyush Charkha – Audience Development at MarTech Advisor

“An industry that, at its very heart, amalgamates innovation and disruption at the same time, is bound to receive the attention it has. MarTech, is at the threshold of exponential growth with over 5500+ players in over 40 categories belonging to this space. With newer technology terms – AR, VR, AI to include a few – overwhelming the C-suite enough to re-assess their investment decisions, the industry seems far from consolidation even though leading players like Salesforce, Oracle, Microsoft, Google are on an acquisition spree. MarTech Advisor has been keenly tracking the developments and thought leaders in this space to provide a deeper understanding about it to marketers through focused content, software reviews and even career opportunities they need to be able to succeed.”

MAPPING THE COMMUNITY

As MarTech is such a huge growth area with plenty of opportunities for brands to help others improve their marketing efforts and drive efficiency through technology, we were very interested in seeing which social influencers and brands were leading the MarTech discussion. In order to identify these social influencers and brands we first looked at the MarTech conversation, and as Twitter remains the best platform for it’s open data policies we started by extracting over 84K tweets tweets from 16th September – 15th November 2016 mentioning the key words: “MarTech OR “Marketing Technology” OR marketingtechnology OR MarketingTech OR “Marketing Tech”. We then added these tweets and accounts into our database, categorized and curated by hand a top 100 list of influencers and brands ranked on a combination of the 4 R’s (Resonance, Relevance, Reach and Reference). These accounts were then added into our Influencer Relationship Management software (IRM).

Below you can see a network map of the conversations with the number one influencer Scott Brinker at the centre. Be sure to click on the map to enjoy the full size network diagram in greater detail.

Below you can see another network map created with in IRM showing the number 1 brand Ad Age at the centre. If you are interested in learning more about identifying, managing and engaging with influencers click here to get in touch!

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TOPIC ANALYSIS

We were interested in seeing which topics were spoken of the most in the context of MarTech, so we analysed tweets and blogs from the top 100 influencers and brands between 1st September 2016 – 17th January 2017, and counted the number of times various topics were mentioned to create a topic share of voice pie chart:

The most popular topic mentioned in tweets and blogs by the top MarTech influencers was Social Media with a 24% share of voice, illustrating how import social media is in the context of MarTech.

Content Marketing was the 2nd most popular topic, receiving 18% of all mentions among the top MarTech influencers and brands. The next most popular topic was Tips with an 11% share of voice, which is most likely related to content marketing and those ever so popular 5 tips posts! Data received a 10% share of voice showing the importance of how platforms deal with data in the context of MarTech. Digital Marketing received an 8% share of all mentions, followed by SEO with 7%. Blog and B2B both received a 6% share of voice, followed finally by Trends and Tools which both received a 5% share of mentions among the top 100 MarTech influencers and brands.

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TOP 50 INFLUENCERS

Below is a list of the top 50 influencers talking about MarTech on Twitter. If you want to see who ranks from 50-100 be sure to download the full report by clicking the download button below!

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Rank	Twitter Handle	Name	Company	Influencer Score
1	@chiefmartec	Scott Brinker	chiefmartec.com	100
2	@dannysullivan	Danny Sullivan	Marketing Land	39.12
3	@joemktg	Joe Rizzo	marketingIO	38.55
4	@KirkDBorne	Kirk Borne	Booz Allen Hamilton	33.56
5	@teedubya	Travis Wright	CCP.Digital	30.39
6	@MoniOloyede	Moni Oloyede	FranConnect	29.18
7	@TheRealSJR	Stewart Rogers	VB Insight	28.86
8	@Sam___Hurley	Sam Hurley	OPTIM-EYEZ	26.85
9	@ValaAfshar	Vala Afshar	Salesforce	22.78
10	@mattmcgee	Matt McGee	Martech Today	22.72
11	@jeremywaite	Jeremy Waite	IBM	18.29
12	@Timothy_Hughes	Tim Hughes	Digital Leadership Associates	17.76
13	@jesus_hoyos	Jesús Hoyos	Solvis	17.26
14	@ScottAVaughan	Scott Vaughan	INTEGRATE	17.21
15	@TamaraMcCleary	Tamara McCleary	Thulium.co	16.26
16	@PiyushCharkha	Piyush Charkha	MarTech Advisor	16.07
17	@techjunkiejh	Tech Junkie	techjunkieblog.com	15.74
18	@jose_garde	Jose Javier Garde	Freelance	15.40
19	@jasoncreation	Jason Sibley	Creation Agency	13.80
20	@elisabethos	Elisabeth Osmeloski	Third Door Media	13.69
21	@HeinzMarketing	Matt Heinz	Heinz Marketing	13.59
22	@xBarryLevine	Barry Levine	Marketing Land	12.62
23	@draab	David Raab	CDP Institute	12.58
24	@FromFounder2CEO	Todd Uterstaedt	From Founder To CEO	12.56
25	@CarlosGil83	Carlos Gil	BMC Software	12.01
26	@KellyJWaffle	KellyJWaffle	Kwanzoo	11.73
27	@colbyrtalley	Colby Talley	Captora	11.64
28	@RudiShumpert	Rudi Shumpert	Adobe	11.55
29	@Jess_B2B	Jess Pike	B2B Marketing	11.22
30	@baoch	Baochi Nguyen	IDG Ventures	11.12
31	@Marketri	Debra Andrews	MARKETRI	10.97
32	@DamienFullerton	Damien Fullerton	Socedo	10.94
33	@prosperitygal	Michele Price	Growth Hacking CMO	10.87
34	@DavidPapp	David Papp	Microtek Corporation	10.68
35	@rachelloumiller	Rachel Miller	iSocialFanz	10.52
36	@tkawaja	Terence Kawaja	LUMA Partners	10.30
37	@RyanSmithFLA	Ryan Smith	Mediagistic	10.04
38	@gprajs	Gregor Prajs	European Parliament	9.90
39	@ronfeir	Ron Feir	Greenspan Brokerage	9.21
40	@MartinJohanNJ	Martin Johansson	Ophthotech	8.48
41	@JayFamico	Jay Famico	Sirius Decisions	8.45
42	@jcunniet	J-Philippe Cunniet	Cegos	8.28
43	@Mum2FredW	Mary Wallace	Wallace Consulting	8.13
44	@MOutfield	David Hubbard	Marketing Outfield	7.92
45	@dougkessler	Doug Kessler	Velocity Partners	7.49
46	@Rosenrosen	Alexander Rosen	IDG Ventures	7.20
47	@ssusina	Steve Susina	Lyons Consulting	7.12
48	@iRossBrand	Ross Brand	HR Avant-Garde	7.08
49	@kenwheaton	Ken Wheaton	Advertising Age	7.01
50	@Mariketing	Alex Mari	Sonova	6.92

 

TOP 50 BRANDS

Here is a list of the top 50 brands talking about MarTech on Twitter. If you want to see who ranks from 50-100 be sure to download the report to get the full top 100 list!

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Rank	Twitter Handle	Name	Influencer Score
1	@adage	Ad Age	100
2	@eMarketer	eMarketer	98.28
3	@martech_today	MarTech Today	96.81
4	@MarTechConf	MarTech Conference	88.70
5	@VentureBeat	VentureBeat	87.55
6	@Marketingland	Marketing Land	73.81
7	@MartechProfiles	Martech|VBProfiles	63.23
8	@ineomktg	iNeoMarketing	61.33
9	@sengineland	Search Engine Land	60.77
10	@contently	Contently	57.43
11	@scrmhub	SCRM Hub	55.29
12	@marketo	Marketo	47.38
13	@MarTechAdvisor	MarTech Advisor	46.62
14	@glskrcom	glskr.com	46.33
15	@TheDrum	The Drum	33.61
16	@Socedo	Socedo	31.00
17	@RGA	R/GA	30.54
18	@eBargainsToday	eBargains Today	27.76
19	@MarTech_News	MarTech News	27.59
20	@Informatica	Informatica	27.10
21	@PRNewswire	PR Newswire	26.69
22	@mktgtechblog	Marketing Technology	25.19
23	@Wipro	Wipro	24.00
24	@cmswire	CMSWire.com	23.61
25	@SD_Marketplace	SD Marketplace	22.94
26	@B2Community	Business 2 Community	22.00
27	@MarketingB2B	B2B Marketing	21.88
28	@Conductor	Conductor	21.12
29	@OracleMktgCloud	Marketing Cloud	20.69
30	@Cision	Cision	18.37
31	@grademystack	Grade My Stack	17.85
32	@siriusdecisions	SiriusDecisions	16.69
33	@CabinetM1	CabinetM	16.65
34	@customerthink	CustomerThink	16.63
35	@The_News_DIVA	The_News_DIVA	16.51
36	@WalkerSands	Walker Sands	16.11
37	@integrate	Integrate	15.31
38	@adtech	ad:tech	15.16
39	@ChicagoAMA	Chicago AMA	14.66
40	@revolveconf	REVOLVE Conference	14.3
41	@Curalate	Curalate	14.23
42	@Majestic	Majestic	14.18
43	@DMA_USA	DMA USA	14.11
44	@rgaventures	R/GA Ventures	13.96
45	@LinkedInMktg	LinkedIn Marketing	13.74
46	@Workfront_Inc	Workfront	12.77
47	@BrandQuarterly	Brand Quarterly	12.72
48	@Nimble	Nimble	12.59
49	@Leadspace	Leadspace	11.93
50	@tealium	Tealium	11.88

 

Effective influencer marketing starts with identifying relevant influencers for your brand. Onalytica’s new Discovery platform mines over 200 billion posts a year into a curated database of over 150K global social media influencers, including data from Twitter, Blogs, Instagram, YouTube, Facebook, LinkedIn Profile Links + Demographic Data. These influencers are then ranked by Reach, Resonance, Relevance and Reference.

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Disclaimer: As ever with these lists, it must be stressed that the ranking is by no means a definitive measurement of influence, as there is no such thing. The brands and individuals listed are undoubtedly influential when it comes to driving discussion around MarTech.

The PageRank based methodology we use to extract influencers on a particular topic takes into account the number and quality of contextual references that a user receives. These calculations also take into account a user’s resonance (engagement), relevance (number of tweets on topic) and reach (number of followers). If you want to learn more, please read our article that outlines influencer identification.

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