9 reasons why search marketers have been at the cutting edge of marketing technology

Scott Brinker on why search marketers are uniquely qualified to lead in the new "martech era."

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Scott Brinker Smx East 2017

As marketing functions increasingly rely on technology, Scott Brinker, aka “Chief MarTech,” laid out nine reason he believes search marketers are poised for leadership as marketing becomes increasingly technology-dependent in a keynote presentation at SMX East in New York City last week.

Search marketers, of course, employ any number of tools and technologies in their work, and the industry has spawned hundreds of products and solutions. Brinker outlined how the work of search marketers touches 22 of the 49 categories he has identified in the Marketing Technology Landscape infographic he has been compiling to track the growth in marketing technology companies.

Martech Landscape Search Marketers

Search marketers engage with the marketing technology categories circled in blue.

Brinker, program chair for the MarTech Conference series and editor VP platform ecosystem at HubSpot, highlighted the core functions of search marketing — testing, analysis, conversion optimization and so on — that encompass the overlap of marketing, technology and management.
9 Reasons Search Marketers Martech Scott Brinker

With more and more companies creating the role of chief marketing technologist, Brinker says search marketers have long been on the cutting edge of this growing trend.


Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.


About the author

Ginny Marvin
Contributor
Ginny Marvin was Third Door Media’s former Editor-in-Chief (October 2018 to December 2020), running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, MarTech and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

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