Scott Brinker on the New Rules of Marketing Technology

by Jason Skinner, Chief Marketing Officer - 09/10/19

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As part of our commitment to inspire the healthcare marketing community, we hosted a gathering of hospital and health system executives at this year’s Society for Healthcare Strategy and Market Development annual conference.

The event featured guest speaker Scott Brinker, VP platform ecosystem at Hubspot and driving force behind the Chief Marketing Technologist Blog and Marketing Technology (MarTech) Conference, who shared insights on the challenges and opportunities enabled by CRM, CMS and other systems.

Here are a few highlights from his presentation.

The new rules of MarTech operations are really hard to follow—and breaking them can actually benefit your customers and bottom line.

According to Brinker, the new rules of MarTech and operations are:

  1. Centralize everything you can.
  2. Automate everything you can.
  3. Decentralize everything you can.
  4. Humanize everything you can.
  5. Embrace continuous change.

Of course, it’s impossible for any marketer to adopt all of these competing priorities. Here’s an image that illustrates how they overlap and the potential outcomes:

Screen Shot 2019-09-09 at 2.39.31 PM

Marketers feel ill-equipped to maximize their MarTech investments.

The realities of modern marketing—competing priorities, overwhelming MarTech options and increased pressure to deliver strong ROI—are resulting in a sense of inadequacy as illustrated in this graphic:

Screen Shot 2019-09-09 at 2.25.54 PM

Find the human in “Highly efficient aUtoMAtioN.”

Technology can create efficiencies for the company and the customer—but rarely does it achieve both. Here’s a matrix Brinker shared that illustrates the implications of focusing too heavily on either and where marketers can find the sweet spot:

Screen Shot 2019-09-09 at 1.52.53 PM

When the map and the terrain disagree, trust the terrain.

In the same way that maps are designed to guide you toward a destination without including every minute detail along the way, MarTech is directional and should always take a backseat to customer (patients, physicians, employees and other target audiences) needs.

You don’t have to transform into an agile organization overnight; just strive to adopt MarTech faster than your competitors (who are also struggling).

While the rate of technological change is increasing exponentially, organizations often move at a glacial pace. For example, Brinker cited a study that shows 76% of technical initiatives take at least six months from business request to deployment, and more than a third (34%) take more than a year.

This creates an opportunity for organizations willing to adopt more agile practices that are common in software development (and as he outlines in his book Hacking Marketing). 

Screen Shot 2019-09-09 at 2.40.24 PM

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Topics: Digital Marketing, Digital

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