Martech Mania Brings Worldwide Celebration and Over 11,000 Options

How a lot advertising know-how do you want?

Apparently, extra, extra, and extra.

And it’s worthwhile to have a good time it.

This week, Scott Brinker launched the 2023 version of the Martech Panorama Map – with a whopping 11,038 options. And on Tuesday, the world celebrated Worldwide Martech Day. (Sorry, we couldn’t discover a Hallmark card to ship to all of you martech professionals within the viewers.)

In case you’re unfamiliar with the martech panorama map, Scott, the editor at ChiefMarTec.com and vice chairman of platform ecosystem at HubSpot, began it in 2011 with 150 options.

The 2023 edition of the Martech Landscape Map encompasses over 11,000 solutions via @Robert_Rose @CMIContent. Click To Tweet

Annually, it has grown exponentially. Consequently, Scott normally launches a brand new method to view the information. This 12 months, he revealed a technology-capability heat map (registration required), which reveals the preferred capabilities, together with “personalization.”

You’ll be able to search the map by class, ranking, variety of staff, and extra parameters to take a look at the 11,000-plus options extra simply.

CMI’s chief technique advisor Robert Rose shared his ideas on this week’s CMI Information video. Watch it under or preserve studying for the highlights.

Traits on this 12 months’s martech panorama map

Earlier than diving into the traits, CMI’s chief technique advisor Robert Rose provides kudos to Scott for creating and persevering with to evolve one of many two most exceptional examples of B2B content material advertising. (The Edelman Trust Barometer is the opposite.)

Now for 2 of the traits revealed within the map. Martec.org stories extra firms need to purchase know-how to allow a two-way stream between information warehouses and frontline options like buyer information platforms.

“In companies of all sizes, the thought of a ‘information warehouse’ in advertising would possibly as properly be a starship,” Robert says. “Aligning or de-siloing information for audiences, prospects, and content material consumption stay a wrestle for many manufacturers – even the most important firms on the planet.”

Although some large initiatives have helped the information stream higher, firms search a single supply of information fact. They don’t search extra options to do it. The only supply could possibly be a buyer relationship administration (CRM) platform, a advertising automation resolution, a buyer information platform, or a mixture.

Companies seek a single source of data truth – not more solutions to do it, says @Robert_Rose via @CMIContent. Click To Tweet

The martech map signifies one other pattern with its rising classes – digital expertise, commerce, and buyer information platforms. Robert explains, “It simply is sensible to discover a single supply of fact for the content material, too. By storing and making all of the advertising content material, it might service all completely different interfaces.”

Apparently, the traits point out most companies ought to prioritize how they handle content material and the information it produces earlier than AI, analytics, and personalization. “It’s like prioritizing the repairs for the plumbing and electrical in your home. Although you’ll be able to hardly see them, they’re a very powerful factor you are able to do to dwell safely and comfortably at house,” Robert says.

Most businesses should prioritize #content and data management before AI, analytics, and personalization, says @Robert_Rose via @CMIContent. Click To Tweet

Check out the martech landscape to see what’s taking place with instruments immediately. And tell us within the feedback your ideas on this query: What are your most important applied sciences to implement and create single sources of fact?

Cowl picture by Joseph Kalinowski/Content material Advertising and marketing Institute