chiefmartec
The Chief Marketing Technologist blog. https://chiefmartec.com/

chiefmartec's articles

  1. Technology & Innovation

In 2020, I made 5 predictions about marketing and martech for this decade. Here’s how they’re going…

Happy New Year! Five years ago, Jason Baldwin and I published Martech 2030 (ungated PDF), a report predicting five major trends that would shape marketing and martech through what we christened The Decade of the Augmented Marketer. We’re now at halftime at the start of 2026. How are those predictions holding up? I asked ChatGPT, […]
7 min read
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  1. Technology & Innovation

The first generation of gen AI use cases in marketing are streaking through the Hype Cycle

Ah, the Hype Cycle. No other curve is both so revered and reviled. When it comes generative AI’s Hype Cycle, especially its application in marketing, there are three things we need to acknowledge: First, “gen AI” is not a single technology moving along the Hype Cycle. Is it at the peak of inflated expectations? The […]
4 min read
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  1. Data & Insights

1967 was the Summer of Love; we will remember 2025 as the Summer of Vibes

Are you feeling the vibes yet? “Vibe” has become the latest AI buzzword. Even more than “agentic,” which is saying a lot. While both terms are widely open to interpretation — and therefore ripe to be appropriated by anyone selling anything — vibe stands out for sheer weirdness. The term originated with a post by […]
6 min read
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  1. Technology & Innovation

Complicated to Complex: AI Agents and Managing a Dynamic Martech Stack

The following is a short excerpt from The State of Martech 2025 report that will be published on May 6, 2025 — #MartechDay. Sign up for free to attend our keynote presentation, which you can watch live or on-demand. You’ll also get first access to our 100+ page report, the new 2025 marketing technology landscape, […]
6 min read
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  1. Technology & Innovation

Everything you could want to know about AI, martech stacks, and the 2025 marketing technology landscape

Sorry I’ve been a bit quiet this past month. I’ve been heads down on research for our State of Martech 2025 report that we’ll be releasing on #MartechDay — May 6 — along with the 2025 marketing technology landscape. And the 2025 Stackie Awards. And a series of zero-fluff interviews with six industry leaders who are […]
4 min read
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  1. Technology & Innovation

Meet the new martech stack: systems of context and systems of truth

For years, martech was divided into systems of record and systems of engagement. Systems of record stored the “master” versions of data. CRMs and CDPs for customer data. PIM for product data. DAM for brand assets. ERP for inventory data. (I know, there’s a ton of acronyms in this piece, almost to the point of […]
6 min read
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  1. Technology & Innovation

Despite financial pressure — or because of it? — tech stacks are actually expanding again

If you predicted that tech stacks would shrink in 2024, it was probably a good bet. After all, the trend line had been headed in that direction. The average number of apps in companies’ stacks shrank in both 2022 and 2023, albeit by only a modest amount, less than 10% on average. But economic times […]
5 min read
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  1. Technology & Innovation

AI agents are the new iPaaS and the next frontier of intense competition in digital ops orchestration

Welcome to 2025! It’ll be the Year of AI Agents in martech, in word and deed. Here’s what I think that means… From the moment there was more than one software product in a company’s tech stack, there’s been jockeying to determine who was boss. If the tech stack were an orchestra, which product would […]
6 min read
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  1. Technology & Innovation

Martech for 2025: A brand-new, 108-page report on AI use cases, stack foundations, and market structure

Happy holiday season, ye merry marketing maestros! Here’s a marvelous way to get prepped and psyched for the New Year that’s right around the corner. Frans Riemersma and I just released our latest report, Martech for 2025. It’s 108 pages of our latest research and analysis of what’s actually happening with marketing technology in the […]
6 min read
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  1. Technology & Innovation

The one presentation about martech for 2025 — and the AI madness around it — you won’t want to miss

Sorry that it’s been a while since I last posted. But I have a good excuse. Frans Riemersma and I have been deep in research on what’s happening in martech for the year ahead — a big part of which has been sorting through much fact vs. fiction with generative AI. What’s the deal with […]
2 min read
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  1. Technology & Innovation

Companies are replacing more martech, focused on integrations and APIs, and still expanding their stacks

I have two surveys for you that I think you’ll love. The first is one that I’m asking you to take: a cut-through-the-BS survey on the real ways in which you’re seeing gen AI used in your organization — or not. This data will contribute to the “Martech for 2025” report and virtual event Frans […]
4 min read
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  1. Technology & Innovation

Blueprint for a hypothetical martech “holding company” for a world where aggregation beats consolidation

For 13 years of the ever-expanding martech landscape, conventional wisdom has predicted that our industry would consolidate. That conventional wisdom has failed spectacularly. Or more accurately, the conventional wisdom of the software industry from 10, 20, 30 years ago has been disrupted by new dynamics, in a new environment. The barriers to creating software are […]
10 min read
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