Hacking & Stacking: A B2B Marketer's Guide to Navigating Marketing Technology
Speaker: Scott Brinker, President — ion interactive, inc.
B2B marketers are blessed and cursed with a tremendously diverse field of marketing technology. It's hard to know which technologies to adopt. Which do you really need to best achieve your business objectives? How do you fit them together with a coherent strategy? How do you manage risks, changes, and emerging innovations? Most of all, how do you harness these tools to achieve real business impact?
This session will help you answer these questions and more. You’ll discover several non-technical frameworks for managing marketing technology from the book Hacking Marketing: Agile Practices to Make Marketing Smarter, Faster, and More Innovative. Get ready to learn all about the best practices for B2B marketing technology stacks, culled from dozens of real-world examples.
At the end of this session you will be able to:
- Organize marketing technology in two buckets: the core and the edge—and why
- Reduce complexity in your marketing technology operations
- Strategically assemble your marketing technology stack