Scott Brinker on How AI Will Reshape Martech in 2025

RevOps FM

Earlier this month, Scott Brinker and co-author Frans Riemersma released their latest report: Martech for 2025.

It’s 108 pages of dense insights on where Martech is headed—and as you might imagine, it’s largely focused on the core ways AI is re-shaping our discipline.

For nearly 15 years, Scott has chronicled the rise of martech as one of its foremost thought leaders, and it was my pleasure to sit down with him to dig into the conclusions.

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About Today's Guest

Scott Brinker is VP Platform Ecosystem at HubSpot and previously the co-founder and CTO of ion interactive, a SaaS company that pioneered interactive content for global enterprises and was acquired in 2017.

Since 2008, he’s also run the Chief Marketing Technologist blog, chiefmartec.com, with over 50,000 readers, and creator of the Marketing Technology Landscape, mapping the growth of the marketing technology industry from a few hundred vendors to over 14,000.

He wrote the best-selling book "Hacking Marketing," published by Wiley in 2016, and co-authored of the article "The Rise of the Chief Marketing Technologist" published in Harvard Business Review. He is a frequent keynote speaker at conferences around the world on topics of marketing technology and agile marketing.

https://www.linkedin.com/in/sjbrinker/

Key Topics

• [01:26] - Main take-aways from the report
• [03:31] - How AI can lead to more differentiated marketing
• [06:07] - Efficiency vs. effectiveness from using AI
• [11:33] - AI and the Hype Cycle
• [15:28] - Innovator’s Dilemma and compressed innovation
• [17:16] - Segments of AI innovation
• [21:06] - Innovation challenges fo r legacy incumbents
• [22:56] - Last-mile issues with AI feature quality
• [29:10] - AI agents
• [40:54] - Orchestration layer

Resource Links

• Martech for 2025

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