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!
“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.
“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!”
“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.”
“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.”
“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.”
“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.”
“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.
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.
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|
|2||@dannysullivan||Danny Sullivan||Marketing Land||39.12|
|4||@KirkDBorne||Kirk Borne||Booz Allen Hamilton||33.56|
|7||@TheRealSJR||Stewart Rogers||VB Insight||28.86|
|10||@mattmcgee||Matt McGee||Martech Today||22.72|
|12||@Timothy_Hughes||Tim Hughes||Digital Leadership Associates||17.76|
|16||@PiyushCharkha||Piyush Charkha||MarTech Advisor||16.07|
|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|
|29||@Jess_B2B||Jess Pike||B2B Marketing||11.22|
|30||@baoch||Baochi Nguyen||IDG Ventures||11.12|
|33||@prosperitygal||Michele Price||Growth Hacking CMO||10.87|
|34||@DavidPapp||David Papp||Microtek Corporation||10.68|
|36||@tkawaja||Terence Kawaja||LUMA Partners||10.30|
|38||@gprajs||Gregor Prajs||European Parliament||9.90|
|39||@ronfeir||Ron Feir||Greenspan Brokerage||9.21|
|41||@JayFamico||Jay Famico||Sirius Decisions||8.45|
|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|
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|
|9||@sengineland||Search Engine Land||60.77|
|26||@B2Community||Business 2 Community||22.00|
|31||@grademystack||Grade My Stack||17.85|
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.
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.
ABOUT THE AUTHOR
Joe runs the digital marketing campaigns at Onalytica to increase lead generation and drive sales. Specialities include content creation, social media advertising, engaging with audiences and building relationships with influencers.