IT'S THE END OF MARTECH AS WE KNOW IT (AND I FEEL FINE)

Martech grew in one direction for years: more tools, more data, more channels. Now the ground under it is shifting, from the end of third-party cookies and chatbots replacing search to tighter spam filters. Scott Brinker runs the platform ecosystem at HubSpot and has been drawing the martech landscape since 2011, a map that has grown from 150 tools to more than 11,000. In this talk he explains why the end of martech as we know it doesn't scare him.

You'll learn which marketing certainties are weakening and by what numbers, why people use only a third of their tools and how an interface you simply tell what you want could change that. Brinker shows how generative AI opens data analysis and automation to people outside IT, why aggregation matters more than consolidating tools, and how Clay Christensen's model of disruptive innovation fits all of it. In the Q&A he adds what to build a new company's martech foundation on.