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| MarTech Today | Pure open source development is not the future of martech

Byrne, on the other hand, says that the real problem of deploying open source across the martech space is that it’s not really a suitable foundation for creating SaaS apps which live in a multi-tenant cloud.

Open source software is typically downloaded by developers, “massaged,” then delivered back to the community. By it’s nature, it’s single tenant, Byrne explained. “If you’re in the cloud, you’re paying Azure or Amazon or somebody. The cloud is designed around a service model not a software licensing model, whereas open source is all about the software licensing and getting access to the single tenant. You don’t typically see open source solutions built cloud natively, from the ground up.”

 

| MarTech Today | Best practices for making martech purchases in the next fiscal year

Less than a week away from the start of the new fiscal year for many businesses on July 1, IT and marketing departments have already started their annual tug-of-war over martech purchasing platforms, tools and vendors. 

What are the best practices when buying martech for the 2021 fiscal year? It may be easier than you think.

 

| Exchange 4 Media | e4m MarTech India Bridge1: Industry leaders discuss innovations in marketing technologies

Keynote presentation was given by Jarrod Gingras- Managing Director & Analyst, Real Story Group, on the topic 'The state-of-the-art Martech Stack: What it looks and how it works”.

During his presentation, Gingras explained, “Ideal customer engagement is right content to the right person in the right context at the right time and measure the effectiveness." 

 

| CMS Wire | How to Build the Right Digital Experience Stack for Your Business

While Byrne sees the benefits of using core elements of the DX stack from the key vendors, he is not a proponent of using a single vendor. “You may want to ‘anchor’ your stack with key vendors, like Salesforce for CRM and Adobe for Analytics or whatever, but you do not want to consign your stack to a single vendor. This is a cop-out and your customers will suffer,” said Byrne.

 

| MarTech Today | How to build a martech stack for this era — and whatever comes next

Miller echoed the exact sentiment around demos that Real Story Group Founder Tony Byrne discussed during his keynote talk on buying martech and the process he uses to evaluate technology.

 

| CMS Wire | What Does HubSpot's New CMS Say About Its Martech Future?

"HubSpot has been making a play as a mid-market suite for some time, according to Tony Byrne, CEO and founder of Real Story Group. Byrne said the HubSpot CMS Hub is likely to be of interest only to existing Hubspot licensees and not the market more broadly. 'Even then,' he added, 'RSG always counsels never defaulting to a solution just because it comes from an incumbent vendor. Other WCM platforms can integrate with HubSpot's CRM and MAP (marketing automation platform) offerings as well.'"

 

| MarTech Today | Is There a Right Way to Buy Marketing Technology? (Short Answer: Yes)

Selection teams should focus on their own user stories rather than generic vendor reference implementations. MarTech West speaker Tony Byrne will host a workshop on purchasing strategies April 15.

In twenty years as an industry analyst evaluating martech vendor platforms, I’ve witnessed hundreds of enterprises try to make good technology purchase decisions. All too often they get it wrong.

You can’t blame those decision-makers. Marketers in particular face intense time pressures and can’t readily find good templates for doing this right.  Stress around making a poor choice sometimes leads to ill-advised short-cuts or paralyzing over-analysis. Read More... 

 

| Impact Magazine | The MarTech Stack, Why it Should Matter

As we step into a new decade, we are also stepping towards an era driven by technology. As digital media is getting expensive due to competition, premium brands are looking to derive greater ad spend returns, transparency and connected views with the help of marketing technologies.
 
A Grand View Research report estimates that the global marketing automation software market is expected to reach $7.63 billion by 2025. As per industry estimates, over 60% of marketing leaders the world over are now using at least one marketing automation platform.
 
MarTech, which has been adopted in a big way in India, is expected to grow at a CAGR of 44% for the next five years. With a projected $250-300 million opportunity in India, the country is certainly riding a MarTech wave... Read More

 

| CMSWire | Will the CDP Marketplace Consolidate in 2020?

Last month IgnitionOne, a longtime database marketing / adtech / CDP vendor, announced it planned to liquidate. The vendor had already shed much of its adtech portfolio over the past few years, so what remained was essentially a CDP with a managed services business. Unable to secure that financing or find a buyer for what remained, CEO Will Margiloff told shareholders he needed to shut the doors.
 
An obvious question ensues: Does this mean consolidation is coming to the CDP market?  
 
I don't think IgnitionOne is a canary in a coalmine, but as an existing or potential CDP customer, you'll want to understand some of the dynamics here... Read More

 

| Tech Crunch | Acquia nabs CDP startup AgilOne, which raised $41M

Acquia announced it has acquired customer data platform (CDP) startup AgilOne today. The companies did not disclose the purchase price.
 
CDPs are all the rage among customer experience vendors, as they provide a way to pull data from a variety of channels to build a more complete picture of the customer. The goal here is to deliver meaningful content to the customer based on what you know about them. Having a platform like this to draw upon makes it more likely that you will hit the target more accurately... Read More

 

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