The 2017 MarTech Conference is taking place this week in San Francisco, and we at Mintigo are excited to be joining (and sponsoring) the event as we gather to learn about the growth and disruption we are seeing across the board in the marketing technology space. With attendees from over 700 companies represented, we thought it would be interesting to use our own predictive/AI platform to see what the “DNA” (or the commonly-shared attributes from our vast pool of B2B data) of the average MarTech attendee looks like. Below are our findings.
Our analysis relies on Mintigo’s own gold mine – our B2B data assets. Mintigo has generated the deepest and widest data cloud in the B2B industry, with over 400 million known facts across 17 million organizations globally. Mintigo’s data includes firmographic (company information), technographic (what technologies and solutions are used at that company), intent data (meaningful behavioral signals from 3rd party website visitation) and people data (information about people in those accounts).
The word cloud below shows the main common themes we found in our Mintigo indicators for the 2017 MarTech attendee DNA. For example, the word “advertising” is large because MarTech companies have multiple advertising MIs (Mintigo Indicators) in their profiles, and these advertising indicators are much more likely to appear in the DNA of 2017 MarTech attending companies.
Looking deeper at the common attributes of this year’s MarTech attending companies, we can see three main themes that enabled the martech boom in recent years. This also helps explain not only what is happening, but also why it is happening now:
- Cloud – Cloud technology enables companies to start much faster, and at a much lower cost compared with traditional companies that needed a data center, large IT and many servers. Amazon, Azure, and Cloud are strong indicators in this MarTech group – practically all attending MarTech companies use one of the major public clouds, and most are actively researching their services (as shown by the intent indicators). Below is a graph showing the percentage of MarTech 2017 attending companies that show some of the relevant cloud computing attributes.
- Open Source – The second major trend in enabling the startup ecosystem is open source. When I started my career, I worked on expensive SGI and Sun (RIP) servers, with proprietary operating systems and expensive development platforms. That was then – today, the main cloud OS (Linux), the software stack (Apache) and the development platforms (Python, Java) are all free. In this year’s MarTech attending companies we found all of those features. Java and Python are the top development languages, and Apache tools, including Hadoop, are very common.
- Big Data – As the latest economist issue stated, data is the new oil – the world’s most valuable resource. The processing stack for big data is the third critical element of the modern MarTech stack. Most MarTech companies have either a big-data database (such as Cloudera, Hadoop, MongoDB, NoSQL etc.), and/or data processing technologies such as machine learning, deep learning, NLP or AI. We see strong intent signals around all of these technologies from the MarTech audience. Below is a chart of the main intent signals related to big data that we see in the MarTech 2017 group:
The last thing we looked at was the marketing technologies these companies use. It’s not surprising that some of the strongest properties are in marketing technology usage – we are all drinking our own champagne. The marketing automation usage is through the roof, social media positions are very popular and so are positions for digital advertising and demand generation. An interesting correlation we found is to the “voice of customer” and “customer success” roles. These tend to appear much more in the MarTech attending companies than in other companies. These are titles we tend to find in the new generation of companies, replacing the more traditional “customer support” and “account manager” roles.
This strong marketing stack complements the three themes that we see in the marketing technology ecosystem for this group. While cloud, open-source and big data enable those MarTech companies to build faster and cheaper, the marketing stack we all use allows these companies to spread the word about the new tools faster and more efficiently than ever before.
Are you interested in learning more, or perhaps have us help discover the DNA of your ideal customer profile? Well, if you’ll be at the event, come visit us at booth #1324. I’ll be happy to tell you more about our findings, and would love to hear your thoughts on this amazingly complex MarTech ecosystem we all created.