129: Re: Why Martech is Actually for Engineers

Is martech actually for engineers? In 2019, Casey Winters predicted that martech would decline as a category due to engineers who are increasingly handling tailored solutions in-house, and the success of vendors hinges primarily on serving those engineers, not marketers.

I’ve asked 8 recent guests on Humans of Martech to share their thoughts and respond to Casey’s article. I combined all of their arguments in a roundup episode.

#martech #engineering #buildvsbuy #crm #emailmarketing #automation

Full episode: https://humansofmartech.com/2024/07/2...

The consensus is clear: Should you buy a 3rd party martech solution or build your own in-house tool, the answer is almost always buy. Let your in-house engineers focus on product and data while leveraging the cutting-edge solutions and support offered by specialized martech vendors. Unless you’re planning on building a martech company, leave the martech to the experts.

Martech is for marketers and as such, has continued to explode as a category.

Big thanks to:
Vish Gupta from People.ai and former Databricks, VMWare
Sara McNamara, former Salesforce and Slack
Jacqueline Freedman, former Grammarly and WeWork
Debby Mayen from Logitech and former Encyclopaedia Britannica
Natalie Miles from Chime and former Credit Karma
Ashleigh Johnson from Microsoft and former Trend Micro
Josh Hill Marketing Rockstar Guides creator and former Ring Central
Stephen Stouffer from SaaScend and 2-time Dreamforce speaker

Chapters:
00:00 Intro
02:04 Martech Has Continued to Explode as a Category
03:52 Martech Just Isn’t that Appealing for Most Engineers
07:05 Engineers Can’t Stand the Chaos of Marketing
13:55 Custom Tools Only Make Sense If It Becomes a Product Offering for Customers
22:53 Build vs Buy Comes Down to Cost Benefit Analysis
27:32 Martech is at the Intersection of Engineering, Marketing and Data
34:23 Marketers can be Technical, but can Engineers be Strategic?
38:06 A New Breed of Marketing Specialists
42:54 Decentralizing the Role of Engineering
44:40 Episode recap