Scott Brinker is Co-Founder & Chief Technology Officer at ion interactive inc., a marketing software company that helps with the creation of interactive content. He lives at the intersection of marketing and technology.
On this episode, Scott and I discuss the evolution of marketing technology and how it impacts marketers in their job, career, and overall performance as marketing professionals. You’ll also find out why Scott says marketing should be considered an Olympic sport.
The Growth of Marketing Technology
Scott’s passion for marketing technology inspired him to launch chiefmartec.com in 2008. Chiefmartec is known for their annual infographic depicting the ever growing landscape of marketing technology companies shown below.
Chiefmartec.com addresses the intersection of marketing & technology. In the graphic below, you can see that in 2011 there were only 150 marketing technology vendors. That number has exploded to about 5,000 in 2017. Regarding the supply side, Scott says this is due to low barriers to entry. On the demand side, the expansion of marketing as a whole has added tons of responsibilities to the modern marketer, leading them to search for tools that will streamline their work.
A Marketing Technologist is someone with a technical skill set who is working in marketing. Scott says it’s a profession that’s not going away anytime soon because marketing is so dependent on data. He adds that not everyone needs to be a marketing technologist. “Marketing works best when it’s a collaboration of many different talents.”Marketing works best when it's a collaboration of many different talents. @chiefmartec #GoVengresoClick To Tweet
The Role of the Marketer and AI in Marketing Technology
The role of the marketing technologist is to build out the infrastructure. But, marketers must learn how to apply the tools to create great experiences. This requires some experimentation as there are few established best practices yet. It’s “a new horizon” according to Scott, and as marketing technology continues to evolve, organizations need to evolve too. The silos set up within marketing (i.e. social media, mobile, email, Marcom, etc.) need to be broken down. Disjointedness must give way to agile marketing.
All categories of marketing technology are affected by the capabilities of AI and machine learning. Scott is critical of the common narrative that AI will finally simplify things for marketers. Rather, he says we are making marketing more complex by relying more on algorithms.
About the MarTech Conference
Scott is also the Program Chair for the MarTech Conference. This year’s MarTech Conference is from October 2nd through the 4th in Boston. The conference covers Marketing, Technology, and Management. Guests are informed of how technology is changing, how it’s applied to compelling marketing, and how to manage it. Scott says that management is the linchpin to martech and the conference topics are comprised of organizational structure, process, roles, the relationship between marketing and IT, and more. Attendees include practitioners from brands who can speak on the reality of using new marketing technologies.
In his blog post, Is winter coming for martech? Or just for martech VCs? Scott explains why he chooses to be an empiricist instead of a prognosticator. He says consolidation in martech is natural, but the evidence shows it’s not happening. Just look at chiefmartec’s annual update of the landscape. Companies are creating best of breed marketing tech rather than consolidating.
It’s a fascinating time to be working in marketing. Many marketers may feel overwhelmed by the challenge of taking on marketing technologies. But Scott says marketing is on the ascendancy and is the center of the customer experience. He even calls it “the golden age of marketing.”
P.S. Meet me at the Sales 3.0 conference where I’ll be recording interviews for the Social Business Engine podcast.
Featured On This Episode:
- Scott Brinker on LinkedIn and Twitter
- ion interactive’s website
- chiefmartec’s website
- Learn more about the MarTech Conference
- Visit the Vengreso website
- Follow Vengreso on Twitter
- Discover how to boost your sales through the Vengreso Social Selling Virtual Boot Camp
- Write a review of this podcast in iTunes
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This podcast originally appeared on Social Business Engine
10 thoughts on “15 LinkedIn Profile Optimization Tips to Get Found This 2023”
My LinkedIn account was ranking on the first page for best mommys blog keyword quite a few years back and I didn’t have any idea. While working, I stumbled upon the Analytic section of LinkedIn and saw that most of the visitors are coming from search engine later on I realized that in my profile I’ve used “Mommy’s blog” word a lot of time and that is the reason why it was ranking well on SERP. This is how I came to know about SEO and I was also amazed by the fact that how easy it was to rank for competitive keywords back then. Anyways loved your article and please share more tips on SEO.
Thanks for sharing. The number of times you mention a word or phrase is still a factor for sure.
We love hearing tips as well as questions our reader, so keep them coming!
Should I change keywords overtime based on what’s popular on the internet?
There is a lot of value in this article, especially for those looking to improve their visibility on LinkedIn. My favorite of the fifteen tips shared in this article is number nine. I’ve observed that people with custom profile links, seem to get more attention than those who haven’t customized their LinkedIn profile URL. Interesting article, thank you for taking the time to put it together.
Customizing LinkedIn URLs create more visibility for sure! Thank you, Bret.
I agree with the recommendations, they are a very important part of our strategy on LinkedIn, it can give confidence to potential customers (or leaders when someone is looking for a job).
People shouldn’t underestimate keywords on their LinkedIn profile! This helped potential buyers to find me on LinkedIn more easily when they searched for certain products and/or services. Thanks Viveka!
Thank you for another great blog post. For the alt text and/or naming images, do you mean two to three different keyword phrases as a maximum, like this?
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Or can you add more keyword phrases than this?
Hey David – I honestly don’t know the efficacy of adding more keywords than that. I would stick with what you have above.
All the information is very helpful which can help us to increase our Profile ranking on LinkedIn. Another big interesting article, this blog is very useful for the Optimization of my LinkedIn profile.
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