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When I first presented the Rise of the Marketing Technologist, my key exhibit was a kaleidoscope of over 100 logos of marketing technology companies — what better way to viscerally express the awe-inspiring explosion of software in marketing. Ever since then, I’ve itched to take that hot mess of a graphic and organize it, group the products into categories, and reveal some of the underlying structure of this diverse marketing technology ecosystem. The categories are defined with the rounded boxes, containing logos of representative companies. Many of the challenges I faced in assembling this infographic felt like a metaphor for what marketing technologists wrestle with every day — given time and space constraints, I could only address a subset of possible categories, and in each category, I could only include a fraction of the vendors offering solutions in that space.
There are more categories of marketing software, but I strived to capture the major ones that would be applicable to the largest number of B2B and B2C marketers. Finally, I must give a nod to Terence Kawaja of LUMA Partners, whose LUMAscapes gave me inspiration for how to arrange this landscape.
Hard to conceive the work and thought that has to go into something like this but, as a representative of TagMan, we have to say we always find them uncomfortable.
Tags enable almost all the things on this chart – managing the tags means better ability to manage all those things. Your slide impressed upon me the embedded complexity in Marketing, and the many different decision check points customers have to evaluate regarding which assortment of capabilities to leverage for their organization. This slide strikes me as incredible investment in time, before any customer can begin to build a defensible business case to present to their leadership team.
I just poised a question to a few of the groups I belong to on LinkedIn on how much time would practitioners estimates it takes a company to review, evaluate, acquire, and then deploy any, or all of the 40+ capabilities and I would welcome feedback from this community.
Great picture but it should be a one page website on its own with regular updates and addition (e.g. Indeed, this information is effective for marketers and those who are interesting in marketing technology, Just like me.In above list there are very few of them who are belong to 5 star category.
Authorizing Legislation: Section 301 and title IV of the Public Health Service Act, as amended. The National Institute of Arthritis and Musculoskeletal and Skin Diseases (NIAMS) supports a broad range of research, training, and information dissemination activities related to bone, joint, muscle, and skin diseases.
Much of the NIAMS budget supports basic research into the biological processes underlying health and disease.
Other basic research efforts are raising the possibility that existing medications might be useful treatments for additional diseases. Tissue engineering relies on technological advances that enable scientists to use cells, scaffolds, and biologically active molecules to produce healthy, functional tissues or organs.
NIAMS also invests heavily in the development of imaging tools for studies or diagnosis of a variety of diseases and conditions. NIAMS-funded researchers also are developing methods to deliver drugs to patients in clinical studies and, ultimately, in clinical care. As NIAMS looks toward FY 2013, it is exploring ways to help researchers optimize small molecule drugs for the treatment of inflammatory and chronic degenerative diseases, such as rheumatoid arthritis (see example in the Intramural Research Program, below).
NIAMS uses a combination of institutional training grants and individual fellowships to ensure a continuing supply of well-trained scientists prepared to conduct cutting-edge research related to musculoskeletal, skin, and rheumatic diseases. To encourage promising new researchers around the country to study arthritis and musculoskeletal and skin diseases and injuries, NIAMS offers a grant program specifically for investigators who have not previously been funded by the NIH. Arthritis and Rheumatic Diseases: The goals of this program are to advance high-quality basic, translational, and clinical biomedical and biopsychosocial research to treat, cure, and prevent inflammatory arthritis and other rheumatic diseases. Scleroderma is a rare, severe, and heterogeneous autoimmune disease that involves progressive hardening of the skin and of internal organs. In FY 2011, NIAMS awarded a new five-year Center for Research Translation grant to conduct multidisciplinary research to better understand systemic sclerosis, a form of scleroderma affecting multiple organ systems.


Musculoskeletal Biology and Diseases: This program focuses on understanding the fundamental biology of tissues that constitute the musculoskeletal system, and on translating and applying this knowledge to a variety of diseases and conditions including osteoarthritis (OA).
Picking the right brand name for your hardware startup is one of the most important decisions you are going to make. With your brand promise in hand, an understanding of what influences your customer, and a brand framework, you are ready to pick a name.
Everyone has their own process to discovering a name and based on my own experience I recommend trying everything you can think of to get to a short list of names you like. Regardless of the process be clear about what you are asking people to do and provide them with the materials you already created (promise, customer, and brand framework). Are there words in history that were once used in your category or symbolize something important. Here is a great Fast Company article about how one of the best naming agencies in the world creates brands. Assuming you have less than 10 names you can check the internet and social channels to see if the word is own-able.
Is the same name available on social networks like Facebook, Twitter, Instagram, YouTube, etc.?
When someone asks what you do, tell them the name of the company with a single sentence describing what the company does. If they can’t pronounce the name, or keep asking you how it’s spelled, or don’t understand how it’s related to what you do, you failed.
We never did the bar test with VholdR and we should have because we would have realized that 9 out of 10 people couldn’t spell it and when they did see it spelled they mispronounced it. This is just a subjective sampling, of primarily web-based, SaaS, and digital-centric applications. Some entire categories are intermingling, such as Search Ad Management and Social Media Ad Management, which I indicated with adjacency and occasionally small arrows. For instance, Integrated Suites includes both Hubspot and Unica (now a part of IBM), which serve two very different extremes, from SMBs to large-scale enterprises. I chose logos over a list of names because I felt it was a better reflection of their respective differentiation.
Terence’s graphics are much more complete than mine, especially because each focuses on a more narrow slice of the industry. This task is particularly difficult when the lines are being blurred with new innovation (Eg.
This can be an invaluable resource when people are looking for marketing solutions but are not specific about what they may need. I think specifically about predictive and adaptive analytics models that use customer data to drive very personalized and customer-centric marketing campaigns. While pleased to be on the chart in the first place, tag management is so fundamental as to never fit in one bucket.
So, given these buckets, we ourselves would find it almost impossible to pick one to sit in. I can imagine that took quite a bit of effort to get the logos arranged correctly ?? Well done! I have looked and dissected this infographic rich on so much information and even more than that: it captures the complexity, diversity of this digital ecosystem, which truly popped up in the last 5 years! Includes Real Transfers and Comparable Adjustments as detailed in the "Amounts Available for Obligation" table. He started the company, without any hardware experience, out of a garage as an undergraduate student and lead it to a multi-million dollar business with product sold in over 40 countries and at retailers such as Apple and Best Buy.


Regardless of your amazing technology or killer features, people will only remember one thing: the name. A painful process that took several years and resulted in lost market traction because with each change we had to start our branding efforts over. Even if you aren’t a creative person the following outline can help you come up with a name people can remember and that you can own. Especially if the company you are referencing did a fantastic job of telling a story with their brand. Your product will evolve over time so if you create a brand name specific to how your product looks today you will have a hard time going beyond it. If you pick a generic name, like Square, you better have a massive opportunity on your hands and be ready to spend a lot of money owning the brand both legally and in consumer’s minds.
Because Contour is both generic and used by large companies to describe their products, it is a very hard word to own around the world. A straightforward test you want to know if people in a bar can remember the name of your company and understand what you do. If you have to correct them it means they will type it wrong when they search for it and tell their friends about it. If you pick a name that is already heavily trademarked around the world you will have a very expensive mess on your hands down the road.
However, Eloqua might make the case that they should be in a Revenue Performance Management category instead of Marketing Automation. Alas, some cross-pollination defied my ability to show it cleanly in two dimensions, such as the intersection of CRM and Social Media Marketing Management into a new generation of social CRMs. Two products; WebManager which is core website, and BlueConic, which does online customer engagement.
Another key area to put into the diagram that is related to MRM, marketing automation, and integrated enterprise marketing is Business Process Management.
One of the fundamental questions for marketers is how to get the best return from their budget. There is something for every size company on the lists whether you work with enterprise size business, mid-sized or small businesses.
Remember you are going to create a story around your brand, so you want names that enable you to paint an emotional feeling. Even though we were able to purchase the URL, we were going to need to spend a lot of money to own Contour in millions of consumers minds. New marketing technologies are being released every week, so any static snapshot like this is bound to be out of date the moment it is published. Companies that apply a process-centric approach to marketing can empower marketers to be very adaptive to customer needs. The diagram is missing an important disruptive technology – Customer State Marketing. For most hybrid companies, I placed them in what I perceived as their primary category, although I put a few in multiple for clarity.
For years, that sort of work was the domain of consultants, but now there are software-as-a-service offerings that combine market data, consumer behavior data, company data and other factors so that marketers can simulate the results from various marketing plan alternatives and allocate resources across the categories in the diagram in the smartest way and quickly run new scenarios as new data comes in and adjust the plan if needed. Understanding how channels affect one another and impact a campaign overall is key in maximizing resources to ensure positive ROI.



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