Disrupting MarTech

By Fabrice Bonan on Jul 1, 2016

Looking at the MarTech (Marketing Technology) market landscape, one can’t help but notice how competitive it is, how many players there are in this space, each claiming their own little slice of the pie.

I follow Scott Brinker’s blog with great interest and the evolution of his Marketing Technology Landscape Supergraphic over the past few years is very telling.The market’s dynamic is an interesting one, in which the impact of consolidation has been outbalanced by a higher number of new entrants every year for the past few years, which in itself suggests that we are not the only ones believing there is an opportunity here…

But what is even more interesting to me is the consequences of this dynamic. For one, we’re hearing about the need of new roles such as the Chief Marketing Technology Officer and I cannot help but wonder: isn’t technology supposed to make things simpler? Are we really suggesting, and accepting the fact that we are going to need to create more new roles to be able to leverage the new technologies? I don’t believe so. I believe technology should not be a end in itself but a means to an end!

This strong belief is a guiding principle in my role: our product must be usable and valuable to anyone - no matter their skills.

So we set off to build a platform that allows brands to do true 1:1 marketing, a platform that can be operated very simply through a web interface by any campaign manager. They will find flows and contexts that they will be familiar with and will be efficiently navigating through the interface from the get go. Below the visible part, our rocket science, the Influans Consumer Graph does not need to be hidden: data scientists working for our customers or web agencies we partner with can easily add or tune (stay tuned for more on this). Also, while we want newcomers to the digital marketing field to be embracing true 1:1 “turnkey” marketing, we also want the innovation of our platform to be easily leveraged by anyone within their existing environment. To that end, our entire solution is built with components interconnected through two way APIs at every level, and wrapped within SDKs wherever necessary to allow our customers to “plug and play” in their environment as easily as possible.