“Expo+” pass for MarTech conference was quite remarkable! It gave us access to the Expo and one free session of our choice. Thursday Keynote was an excellent choice! 🙂
Scott presented major trends he observes while attempting to maintain the list and classification of marketing technologies.
- Interesting to see that platform ecosystems allow us to combine “best-of-breed” with platform capabilities. Real Story Group also mentioned that in some cases platform tools are not as well integrated; integrating a different tool might require as much efforts – then… why not chose the best?
- Blended models of software and service make sense! If the software is powerful, it is fairly complex and requires expert help to generate business benefit as soon as possible.
- It was a pleasure to know that build vs. buy buttes were over. Now we can have our cake and eat it too with custom apps 🙂
MarTech landscape did not significantly changed. At the same time, the creators of the document we were watching over the years admitted that not all tools were included. (MarTech 2019 with downloadable list)
MarTech tools in local markets/languages? CRM specifically designed for health clubs? And an ability to create “citizen martech” with no coding expertise? Note to self – check https://airtable.com/
Real Story Group gave excellent advice on how to select vendors in the Expo theater:
- We are at the greater risk of over-buying of technology than buying insufficient technical capacity. Trying to compare features lead to over-buying.
- We should evaluate usage scenarios which are important for our business.
- Eco system of the tool is important; particularly user eco-system (user conferences, user events).
- Never buy technology before trying (I should have asked for clarification – how can you try a tool which needs to integrate with other business systems… before integrating the tool with other business systems, which can be a serious commitment in itself?)
Ann Lewnes made the most profound point during the Fireside Chat: “Customers struggle the most with people and process, not the technology.” Ah, we are human after all… no matter how much we love to talk about AI 🙂