15 Key Visualizations & Diagrams From #MarTech 2016

Last week we had the good fortune to attend MarTech USA, a two day conference discussing the role technology and innovation play in strategic marketing for organizations large and small. A few key themes arose throughout sessions and conversations during the event.

Marketing Technology Landscape 2016

The 2016 Marketing Technology Landscape

  1. The marketing technology landscape is rapidly growing. Per MarketingLand coverage, and exemplified through Conference Chair Scott Brinker‘s infographic, the 2016 marketing technology landscape, 3,874 organizations are represented in today’s marketing technology ecosystem, compared to about 2,000 last year and 150 for its inaugural version in 2011.
  2. Marketing performance can be measured more effectively than ever before. Case studies from organizations like Cisco, LogMeIn, and Frito Lay pointed to the role technology played in defining and demonstrating marketing performance, along with lessons learned in the process.
  3. There is much more innovation still to come. The Internet of Things, mobile device adoption, and the demands of a more educated and enabled buyer will consistently put pressure on, as well as create opportunity for, marketers to improve customer experience through technology.

My colleague Nancy White and I were also fortunate enough to provide coverage for a handful of sessions from the conference (here, here, and here) and speak directly with vendors, speakers, and marketing professionals attending the show.

With so much great information on hand, what better way to capture some of these ideas and takeaways than through the visualizations and information from presentation slides themselves (the entire presentation wrap up can be found here).

Here are 15 visualizations and workflow diagrams from MarTech conference presentations that capture the key objectives and takeaways from the event.

The Growth in the Technology Landscape

While I highlighted Scott Brinker’s overarching infographic above, the graphic below further specifies the numbers of marketing technology vendors that comprise each sub-section of speciality.

The full PDF can be downloaded in PNG and PDF formats here as well.

Welcome to MarTech: Hacking Marketing By Scott Brinker

A mess of marketing technology connection points are illustrated in Travis Wright‘s presentation, Building Your Ultimate Marketing Stack.

The visualization below is just one example of how complex and chaotic marketing technology can become for an organization.

Building Your Ultimate Marketing Stack By Travis Wright

In the presentation, 10 Myths MarTech Vendors TellTheresa Regli, Principal Analyst at The Real Story Group highlighted how their organization looks at the connections in the marketing technology vendor landscape between key business application, through this visualization roadmap below.

10 Myths MarTech Vendors Tell (And What's The Real Story) By Theresa Regli

Marketing Performance And Technology Innovation

In the presentation Bridging the Gap Between Marketing and Finance, Pat LaPointe, Chief Growth Officer at Growth Calculus used the process workflow below to discuss the impact marketing should have in defining and demonstrating shareholder value for the organization.

Bridging the Gap Between Marketing and Finance By Pat LaPointe

In a presentation from Justin Sharaf, Director of Customer Marketing at LogMeIn, he highlighted this process flow to illustrate how their organization refined lead scoring in an effort to create effective alignment between marketing automation and CRM integration.

How Marketing Automation and CRM Integration Can Improve Sales and Marketing Collaboration By Justin Sharaf

In their presentation, Jaemi Bremner at Intuit, and Patrick Spenner at CEB visualized how Intuit defined customer experience in their marketing technology decision planning, ultimately leading to their marketing capability blueprint further below.

A Herculean Story From Intuit's Global Marketing Automation Rollout By Jaemi Bremner and Pat Spenner

A Herculean Story From Intuit's Global Marketing Automation Rollout By Jaemi Bremner and Pat Spenner

Two process workflow visualizations from VP of Digital Marketing & Operations at Cisco Joseph Puthussery‘s, presentation “A Balance Struck” showed the importance of aligning marketing and sales through technology.

Slide one visualizes how they defined a common language between departments. Slide two showcases the workflow between customer interaction and marketing and sales technology integration.

A Balance Struck By Joseph Puthussery

A Balance Struck By Joseph Puthussery

Ashwin Nathan of Frito-Lay North America showcases the six layers of data used to derive consumer insights used to make better marketing decisions through technology.

Frito-Lay's D3 Convergence In Marketing: Design, Digital, and Demand By Ashwin Nathan

Shawn Goodin, Director of Marketing Technology at The Clorox Company, showcases how their organization visualizes the consumer journey and the role marketing technology plays in this process.

A Strategic Framework For Automated, Personalized, Cross-Channel Consumer Experiences By Shawn Goodin

MarTech Innovation Still To Come

Mayur Gupta, SVP and Head of Digital Platforms at HealthGrades, visualized the various points of patient data that can be tied together to make more informed and productive decisions for healthcare, from the presentation, Saving Lives With Marketing, Technology and Omni-Channel Communication.

Saving Lives With Marketing, Technology and Omni-Channel Communication By Mayur Gupta

In a presentation from Isaac Wyatt of New Relic, he illustrates the workflow organizations should consider in developing a marketing capabilities roadmap.

Best of Breed: The DNA of Unicorns By Isaac Wyatt

Christopher Penn, VP Marketing Technology at SHIFT Communicationsshowcased a four step framework for scaling innovation through marketing technology integration.

Scaling Innovation By Christopher Penn

In Dave Morgan‘s, CEO of Simulmedia presentation, he discussed how innovation in marketing technology will ultimately integrate all forms of advertising and demand generation applications, driving performance measurement and accountability for the marketing professional.

Marketing Technology Will Eat AdTech: Soon By Dave Morgan

Final Thoughts

Visualizations and workflow diagrams only provide part of the picture. While they capture a viewer’s attention for a brief time, it is in the application of information that organizations may realize positive outcomes. Hopefully these examples provide guidance and a point direction forward.

I would highly recommend marketers review presentations from the MarTech conference and consider how their martech integrations may lead to better strategic decision making and tactical performance measurement in the future.

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— Silvina El Baba, Senior Manager, Web Marketing, EFI

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