Live: Scott Brinker, ion interactive &

February 16, 2017 / 03:59 PM UTC

Scott Brinker publishes the Chief Marketing Technologist blog, and is the program chair of the MarTech conference series. He is the author of the book "Hacking Marketing" published by Wiley. He is also the co-founder of ion interactive, a provider of interactive content marketing software to many of the world's leading brands. He has degrees in computer science from Columbia University and Harvard University and an MBA from MIT. Connect with him on Twitter @chiefmartec.

Moments / Social posts, reactions and insights from the event

Message to marketers: Create dialogues and simulate conversations with your potential buyers.

2018: It all comes down to getting smarter. Data technology, AI, machine learning, helping us analyse the amount of data we have, to understand how to aim our efforts. Tighter collaboration between marketing and sales (ABM) and we will see a lot of that. Thirdly; new kinds of digital touch points; interactive content for instance, chat bots, voice recognition technology and VR.

Marketing and sales need to be collaborating tightly

Talk with the people that have one on one conversations with those potential customers. You want to simulate that dialogue

Getting customised reports based on your answer, that is helpful to you as a consumer

Dell is an example of a company that does this well. Classicly the way that Dell would reach that audience is a white paper, you get people to promote, get people to download it etc. When Dell started creating an interactive assesment it's a very different flow. Helping the customer choosing what service fits best for them.

The software explosion has changed the economics of marketing. Last couple of years we have seen an explosion of software that can help marketers doing their jobs better.

My challenge to marketers; break out of passive content online. You got to connect with your audience