Shows
Mi3 Audio EditionTop ten global martech analyst Scott Brinker says tech vendor consolidation has begun, agentic AI’s impact deep on marketers to master a complex, multi-agent futureHost: Andrew Birmingham, Editor - CX | Martech | Ecom Mi3’s tech editor Andrew Birmingham is joined by global Martech doyenne and Chief Martec's editor-in-chief Scott Brinker to dissect the 2025 Martech Landscape, his famed spaghetti-styled industry maps, now at 15,000 different tech solutions, and what it really means for marketers. From the prolific number of martech vendors and AI-powered tools to the dawn of agentic AI and the quest for a universal data layer to unify fractured data feeds, they unpack the pace, the promise - and the peril - of martech’s accelerating complexity. Brinker explains why martech cons...2025-07-1439 min
On Scope: The Marketing PodcastHow to Tame Your MarTech Stack with Scott BrinkerAd Age once referred to Scott Brinker as the “Godfather of MarTech.” That reputation is well earned, as Scott has built an entire career on being one of the foremost experts on marketing and technology in the entire industry. On this episode of On Scope, Scott — who serves as VP of platform ecosystem at Hubspot and is the editor of chiefmartec — shared his thoughts on how marketers can get a handle on technology gone wild. Along with host Mike Berberich, Scott covered what he feels are the biggest current challenges with MarTech, how marketers should approach assessing the full stack and sell...2025-07-1040 min
Print to PixelWhy Marketing Tech Keeps Exploding with Scott Brinker #36In this episode of Print to Pixel, Dennis Kelly chats with Scott Brinker, VP of Platform Ecosystem at HubSpot and editor of Chiefmartec, about the explosive growth of marketing technology, from its niche beginnings to today’s AI-driven landscape. Scott shares candid insights from his accidental career in MarTech, the surprising lack of consolidation in the industry, and groundbreaking research on generative AI adoption.They dive into HubSpot’s evolving partner ecosystem, the resurgence of direct mail in omnichannel strategies, and why human adaptability, not just technology, remains the biggest bottleneck for innovation.Ch...2025-07-0837 min
PRODUCTEA with Leah, Growth & Senior Leadership110: Scott Brinker - Brand, AI, and the Uncomfortable Future of MarketingScott Brinker, HubSpot's VP of Platform Ecosystems and "Godfather of MarTech," unpacks the chaos of marketing tools, why AI won’t replace human strategy, and how vertical solutions beat bloated platforms. He reveals why marketers must balance brand-building with data myopia and why usage-based pricing is the future.Timestamps & Segments00:03:36 – 00:07:00 | MarTech’s Explosion (And Why It’s Harder Than Ever)Scott explains why marketing has never been more complex despite tech advancements, citing fragmented channels and operational overload.00:10:16 – 00:13:00 | Attribution’s Illusion & Brand Marketing’s ComebackWhy “data-informed” beats “data-driven,” and why brand-building trumps...2025-06-1043 min
Level Up ClaimsAI and Marketing with Scott BrinkerIn this episode of the Level Up Claims Podcast, host Galen Hair explores the integration of AI with marketing strategies, featuring Scott Brinker, VP of Platform Ecosystem at HubSpot. Scott shares how AI is transforming marketers’ roles, poised to revolutionize both how we market and how consumers purchase. Discover how AI can boost creativity and strategic planning while reducing complexity. Tune in to learn how embracing AI can help you stay ahead in this fast-evolving landscape. Highlights Importance of technology in business. Background of Scott Brinker: merger of tech and marketing. Evolution from landing pag...2025-04-2329 min
10 Minute MartechScott Brinker: Don’t Deploy and Annoy with AIScott Brinker, VP of Platform Ecosystem at Hubspot and Editor at chiefmartec, joins the show to break down what not to do with AI agents, and why the ever-expanding martech landscape is actually a win for marketers.Scott and Sara also dig into the transition from siloed databases to more integrated data warehouses, the growing role of AI in enhancing customer service and content production, and the importance of maintaining human oversight.Scott: “I understand the complex landscape is challenging to navigate but if you pull back the cover of the capitalistic engine tha...2025-04-2211 min
AdoptedNavigating the Shift in Marketing Technology | Scott Brinker - VP at HubspotIn this episode of the Adopted Podcast, Scott Brinker, a leading figure in the martech industry, discusses the evolution of marketing technology, emphasizing the shift from traditional systems of record and engagement to systems of context and truth. He explores the impact of AI on buyer behavior, the changing landscape of martech moats, and the importance of personalized experiences through Concierge AI. Scott also shares insights on product development strategies and the future of pricing models in the industry.TakeawaysThe shift from systems of record to systems of context is crucial.Buyers are gaining control over their...2025-04-1727 min
Making Hope HappenEarly Starts, Lasting Change: Celebrating First 5 San BernardinoErin sits down with two rockstars in early childhood—Karen Scott, Executive Director of First 5 San Bernardino, and Dr. Gwen Dowdy-Rodgers, longtime Commissioner and fierce community advocate—to talk about what it really takes to give kids the best start in life.They’re celebrating 25 years of First 5 San Bernardino magic—from big wins to behind-the-scenes stories—and sharing how this powerhouse organization has been changing the game for families across San Bernardino County. If you care about kids, community, or just want a dose of inspiration, this episode’s for you....2025-03-2859 min
Tech Marketing RewiredBreaking Your Tech Stack: Scott Brinker on AI, Composability, and the Future of MarketingI am always looking for ways to improve. Send me a text and let me know your thoughts! - KevinDive into the future of marketing technology with Scott Brinker, the visionary behind ChiefMarTec.com, as we explore the seismic shifts reshaping how marketers build and leverage their tech stacks. Scott reveals why the convergence of universal data layers and artificial intelligence is creating what he calls "a perfect storm" of innovation that's forcing us to rethink fundamental assumptions about marketing operations."We're not just changing tools," Scott explains, "we're changing how marketers think about...2025-03-2437 min
Tech Marketing TrendsMartech Trends and Predictions 2025 - Scott BrinkerHow is AI reshaping the martech landscape in 2025?
In this week’s episode of Tech Marketing Trends, we welcome back Scott Brinker, VP of Platform Ecosystem at HubSpot and Editor at ChiefMartec. He shares insights from his Martech for 2025 Report, where AI’s rapid evolution is reshaping the industry faster than ever. In this episode, we discuss:
The explosion of AI-driven martech – Over 3,000 new AI-native products have emerged in just 18 months, dramatically altering the competitive landscape.
The rise of AI automation and AI agents – AI-powered agents are streamlining workflows, integrating systems, and even making autonomous decisions.
Data as...2025-02-1231 min
APAC's B2B Growth PodcastComposable Stacks and AI Agents: What’s Next for B2B Marketers? with Scott BrinkerShahin is joined by VP of Platform Ecosystem at HubSpot and the man behind the MarTech 5000 supergraphic, the Godfather of MarTech, Scott Brinker.
This episode covers...
Composable tech stacksThe role of AI Agents in workflows‘Service as a Software’ (not your usual SaaS model)And the future for marketers in this space
About Scott...
Scott Brinker, dubbed the "Godfather of MarTech" by AdAge, has been analysing marketing technology and its impact on marketing organisations for more than 16 years as the editor of the chiefmartec.com blog.
He serv...2025-01-2244 min
RevOps FMScott Brinker on How AI Will Reshape Martech in 2025Earlier this month, Scott Brinker and co-author Frans Riemersma released their latest report: Martech for 2025. It’s 108 pages of dense insights on where Martech is headed—and as you might imagine, it’s largely focused on the core ways AI is re-shaping our discipline. For nearly 15 years, Scott has chronicled the rise of martech as one of its foremost thought leaders, and it was my pleasure to sit down with him to dig into the conclusions. Thanks to Our SponsorMany thanks to the sponsor of this episode - Knak. I...2024-12-1848 min
What If? So What?An Interview With HubSpot’s Scott BrinkerWhat If MarTech Isn’t Just for Marketers? In this episode of What If? So What?, Jim sits down with Scott Brinker, VP of Platform Ecosystems at HubSpot and editor of chiefmartec.com, to explore the rapidly evolving world of marketing technology (MarTech). They discuss how the definition of MarTech is expanding alongside the changing role of marketers, from customer acquisition to retention. Scott delves into the complexities of technology consolidation, the rise of customer data platforms, and the challenge of digital fatigue. He highlights the importance of investing in people and creating space for expe...2024-10-0928 min
Købscentret#14 The most interesting trend in martech - with Scott BrinkerIn this episode, we welcome Scott Brinker, Vice President of Platform Ecosystem at HubSpot and Editor of Chief Martec. While HubSpot is a familiar name to many of our listeners, Chief Martec might be new to some. Scott shares his insights into the evolving landscape of marketing technology, highlighting the most exciting trends and innovations shaping the industry today. Whether you're a marketing professional or simply curious about the future of tech in marketing, this conversation is packed with valuable information and forward-thinking ideas you won’t want to miss.
2024-09-0929 min
Boundaryless Conversations Podcast#99 - The State of Platforms in 2024 with Kelly Sarabyn and Scott BrinkerKelly Sarabyn and Scott Brinker from HubSpot take us through their latest report on the State of Platforms in 2024. HubSpot has always considered industry education as central to developing its business and brand, and - in combination with some of its partners - released this great report earlier this year.The report profoundly covers how firms now adopt platform strategies to thrive in a digital economy ranging from app ecosystems to services marketplaces. Having spearheaded this, Kelly and Scott shared some insider information with us. During the conversation, they highlight the evolution of pl...2024-04-3055 min
The TransactionRemixing MarTech & Gen AI Explained with Scott Brinker & Esteban Kolsky - The Transaction - Ep #3Today’s episode is a real treat because we have multiple amazing guests joining Craig Rosenberg and Matt Amundson for a deep dive into the state of MarTech today and how to think about generative AI within the larger AI conversation. Scott Brinker & Esteban Kolsky are two of the foremost thinkers and analysts in the B2B world and are here together to volley high-value concepts and insights. Scott, Esteban, and Craig dissect the challenges and potentials of generative AI (Gen AI), the proliferation of MarTech vendors, and the critical need for democratized data in use versus data in st...2024-03-2859 min
Tech Marketing TrendsMarTech Trends in 2024 - Scott Brinker🎙️ Are you adapting to the latest trends in Martech? Dive into how the shift towards a universal data layer is transforming the marketing landscape in our latest podcast episode with Scott Brinker, VP Platform Ecosystem at HubSpot and Editor at chiefmartec.com.
"...the acceleration of moving towards a universal data layer feels like a pretty major trend in Martech and it's such a game changer for marketers".
- Scott Brinker
Learn more about this, and about other martech trends in 2024, by tuning into our latest podcast episode of Tech Marketing Trends!
2024-02-0737 min
Ops CastThe Coming Martech Supercollision with Scott BrinkerText us your thoughts on the episode or the show!In todays episode, we talk about the coming (maybe already here) Martech Supercollision, joined by the one and only Scott Brinker. Scott has always been fascinated by the intersection of technology platforms and ecosystems and marketing strategy and operations. He has been called the "godfather of martech" by AdAge, has been analyzing marketing technology and its impact on marketing organizations for more than 16 years as the editor of the chiefmartec.com blog. He serves as VP Platform Ecosystem at HubSpot, helping to grow and nurture the company's c...2024-02-0551 min
Operations with Sean LaneWhy "Composability" is the Key to Designing the Modern Tech Stack with HubSpot's Scott BrinkerIf you work in Marketing Technology, chances are you’ve come across the MarTech Map graphic at some point in your career. You know the one – the graphic that depicts the entire marketing technology landscape filled with so many logos that they are impossible to even see with the naked eye.In 2011, there were 150 companies on the graphic. In 2014, 10 years ago, there were just shy of 1,000. Today, that number is over 13,000 martech software tools available in the market. The man behind that famous graphic, Scott Brinker, is the VP Platform Ecosystem at HubSpot and Edit...2024-01-1936 min
Cloud Radio | A SaaS PodcastScott Brinker - Martech in 2024Our Guest: Scott Brinker, VP of Platform Ecosystem at HubSpot, shapes Hubspot's platform strategy and leads business programs for its global technology partner ecosystem. He is also an editor at chiefmartec.com, with over 50,000 readers, analyzing topics at the intersection of marketing, technology, and management. Episode Topics:How much does Scott Brinker see AI impacting marketing headcount?Scott on the need to adapt and rethink categorizations in light of the evolving MarTech landscape.What are some concerns about the sustainability of the current level of saturation in the martech industry? How should companies in...2024-01-1734 min