Scott Brinker
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About Scott Brinker

Scott serves as the VP platform ecosystem at HubSpot. Previously, he was the co-founder and CTO of ion interactive.

Scott Brinker's latest articles

Customer experience

See the complete agenda for MarTech Europe

Technology-powered marketing, or “modern” marketing, is reshaping organizations’ processes, operations and managerial hierarchies and enabling us to reinvent the customer journey. Large enterprise websites typically have 75 technologies in their martech stacks, according to a recent study. What’s stunning is that when asked, most marketers believe they are only using two or three technologies. Helping […]

Customer experience

MarTech Europe preview: Here’s what to expect in 6 weeks

We’re only six weeks away from MarTech Europe in London, November 1–2, and I’m thrilled with the program — an incredible roster of speakers bringing deep insights and experience across the intersecting fields of marketing, technology and management. I’m excited to give you a preview of what the conference will deliver, but first… If you […]

Customer experience

MarTech Europe is just 2 months away, don’t miss out!

We’re now less than two months away from MarTech Europe, which will take place in London on 1-2 November, and my anticipation is building. The high-velocity exchange of ideas and experiences at MarTech always teaches me so much about the rapidly evolving practice of marketing technology in B2B and B2C organizations. Above is an overview of the agenda, […]

Customer experience

Interactive Content: The Successor Of The Landing Page

I’ve written about marketing apps and their role in the 4th wave of content marketing in my past two columns, describing some of the concepts behind them. To me, they are the interactive successor of the landing page — the next generation of lightweight web experiences for marketing campaigns. This month, I’d like to share […]

Customer experience

The 4th Wave Of Content Marketing: Marketing Apps

Last month, I introduced the concept of marketing apps — more interactive features that marketers could deploy across their websites and campaigns to better engage prospects. As a follow up, I’d like to share some ideas with you about how such responsive web marketing apps can have a tremendous impact on the evolution of content […]

Marketing management

Marketing Apps: Where Media, Messages & Mechanisms Converge

One of the overarching trends in our industry is that marketing is shifting from being in the business of delivering communications — advertisements and content — to being in the business of delivering customer experiences. It’s not just what we say. It’s what prospects and customers experience when they connect with us, in digital channels […]

Data

You Can Love Your Marketing Data, Just Don’t Fall Under Its Spell

I admit it: I have a conflicted relationship with data. On the plus side, I believe that data is one of the three biggest benefits that the digitization of the world has given us marketers. (The other two are malleability, the ability to easily change, experiment with and personalize the digital canvas, and intimacy, more […]

Data

The Kaleidoscopic Marketing Technology Landscape

Marketing is thriving. Budgets are growing. Responsibilities are growing. Influence in the C-suite is growing. And the marketing technology landscape — an amazing array of software products that are built to empower the modern marketer — is growing, too. You can click on the above graphic to zoom in on a higher resolution version of […]

Data

10 New Year’s Resolutions For Marketers

It’s the Eve of a New Year. Aside from the celebrations, it’s a fine time to spend a few minutes contemplating goals for the New Year ahead. For us marketers, perhaps the single biggest perennial challenge we face (aside from getting a little more exercise) is keeping up with the phenomenal pace of change in […]

Data

Marketing Technologists Are The Secret Weapon Of Conversion Optimization

I’ve been working in the conversion optimization space for over seven years. (My company offers a software platform for creating and testing app-like, conversion-oriented landing pages and microsites.) While I am continually amazed by the innovative tactical ideas that people working in conversion optimization invent, regular readers of my column may note that I tend […]

Data

No, Really, You Should Test That

“You should test that.” It’s a phrase that Chris Goward, founder and CEO of marketing optimization agency WiderFunnel, has probably uttered at least a thousand times. Having participated on a number of conference panels with Chris over the years — a real treat, by the way, if you ever have the opportunity to hear him […]

Data

The Artist Formerly Known As The Marketing Funnel

The Egyptians had the pyramid. The Greeks had the circle. Prince had his funky love symbol. And marketers? Well, we have the funnel. The marketing funnel is probably the most iconic shape in marketing analytics. A big bucket of prospects are poured into the top of the funnel. It narrows on the way down, as […]

Data

Marketing Metrics & Quantum Physics

Sitting at the airport the other day, trapped by an indeterminately delayed flight, I picked up a copy of Scientific American. After all, for all the talk of science in marketing, it’s always good to get a glimpse of science in science for comparison. I ran across an article on quantum physics with the intriguing […]

Data

Are You Smarter Than A Supercomputer? It Depends.

Who knows what is best for your customers? You or a computer algorithm? That is the question that big data has raised for many marketers. And like all great questions, the answer is, “It depends.” I’ve wrestled with the question for a while, because I appreciate both sides. There’s no doubt that tremendous value can […]

Data

The Digital Marketing Metrics Pyramid

Greetings, Marketing Land readers. I’m excited to be moving here from my previous 4-year gig writing for the Search & Conversion column on Search Engine Land. It’s better to be here because, frankly, it’s hard to keep topics in the “search” bucket these days. Marketing is converging, with silos spilling over and bursting like dams […]

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