Scott Brinker, VP Platform Ecosystem HubSpot: Next Decade of MarTech Evolution

Scott Brinker VP of Platform Ecosystem HubSpot

Episode Summary

In today’s episode, we have a very special guest the God-father of MarTech strategy, Scott Brinker, VP Platform Ecosystem at HubSpot; Editor at; Program Chair of MarTech

He has lived through the intersection of technology platforms and ecosystems and marketing strategy and operations spanning over two decades.

As VP Platform Ecosystem at HubSpot, he shapes the company’s platform strategy and leads business programs for its global technology partner ecosystem. Before that, he was the co-founder and CTO of ion interactive, a SaaS company that pioneered interactive content for global enterprises (Cisco, Dell, DHL, General Mills, Microsoft, etc.) and was acquired in 2017 by ScribbleLive out of Canada.

Since 2008, he’s also run the Chief Marketing Technologist blog,, with over 50,000 readers, analyzing topics at the intersection of marketing, technology, and management. One of his best-known projects is his creation of the Marketing Technology Landscape, mapping the growth of the marketing technology industry from a few hundred vendors to 8,000.

In 2014, he launched the MarTech conference, where he currently serves as the event’s program chair, bringing together a community of thousands of senior marketing operations and technology professionals.

He’s the best-selling author of “Hacking Marketing,” published by Wiley in 2016, and co-authored the article “The Rise of the Chief Marketing Technologist” published in Harvard Business Review. I am a frequent keynote speaker at conferences around the world on topics of marketing technology and agile marketing.

We discuss his origin story from a software programmer teenager in South Florida building multiplayer games within bulletin boards, to graduating with a B.S. in Computer Science from NY’s Columbia University and also earned an MS in Computer Science from Harvard University and earned as a Sloan Fellow his MBA from MIT’s precious Sloan School of Management.

He’s been a successful entrepreneur with a successful exit of his own SaaS company, Ion Interactive in the interactive content space, to his recent role as VP of Platform Ecosystems for Hubspot.

He’s a leading authority on the changing mar-tech landscape and trends shifting towards big data to big ops side of things, the great App Explosion, AI and Harmonization between Humans and Machines, which he’s dubbed the augmented marketer, no-code citizen creators, and the rise of platforms, networks and market places. The next few decades are sure to propel incredible growth in digital marketing.

He also gives us some of his book recommendations to get 1% better each day and he shares the advice she would give a younger Scott if he could go back to the future.

Show Notes & Bio

Harmonizing machine learning with human intelligence and a non-linear way of thinking is what Scott has dubbed the “augmented marketer”, and as big ops move towards big ops, AI will facilitate the heavy-lifting of data points to uncovers and synthesize martech in a scalable way.

However, Scott firmly believes that the human intangibles and strengths around human empathy, culture and collaboration, and human creativity are still very much part of the evolution of MarTech outside of platforms and AI software.

We discuss an incredible collaboration with WPP (world-renown advertising agency) which led to a whitepaper and study on the 5 trends shaping the future decade of MarTech.

Scott Brinker VP Platform Ecosystem HubSpot

The top five trends in MarTech next decade he covers in more detail during the full podcast:

1. “No Code” Citizen Creators
2. Platforms, Networks & Marketplaces
3. The Great App Explosion
4. From Big Data to Big Ops
5. Harmonizing Humans & Machines

To learn more about Scott’s whitepaper collaboration with Jason Baldwin head of global product management at WPP click below:

MARTECH 2030 Scott Brinker and Jason Baldwin of WPP

Bio and Contact information: Scott Brinker

VP Platform Ecosystem at HubSpot; Editor at; Program Chair of MarTech

To learn more about his bio and current role, he can be reached to connect on LinkedIn

Twitter Profile: @chiefmartech

Published Books: Hacking Marketing published by Wiley in 2016

Scott’s Book Recommendation:

Antifragile Things That Gain from Disorder by Nassim Nicholas Talem

Chief Editor at:


Scott Brinker Next Decade of MarTech LandScape

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SmartChickensA B2B Demand Gen Drives Innovation & Growth Podcast by Gianni Quintana

Smart Chickens is intentionally a quirky, yet intelligently poised dialogue B2B SaaS and Demand Gen podcast. In this podcast, you will hear from professionals in SaaS and B2B share best practices they deploy at their organizations as well as a bit about their career journey stories. They also will share their point of view around creativity, innovation, and strategies they’ve used to become better at marketing, sales, and leadership roles to help drive revenue and market share.

We highlight both the wins and losses, what strategies worked, and how their “different way of thinking” made them, their teams, and overall their companies better.

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