MarTech Podcast ™ // Marketing + Technology = Business Growth

Marketing technology stacks are expanding faster than teams can manage them. Scott Brinker, VP of Platform Ecosystem at HubSpot and founder of chiefmartec.com, explains how 5,384 martech tools now exist despite 8.6% vendor churn. He discusses context engineering as the evolution beyond prompt engineering, combining structured workflows with LLM capabilities for data analysis and customer service automation. Brinker predicts 2026 will shift power to AI-enabled buyers who bypass traditional sales funnels using agentic browsers for pricing analysis and product research.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Marketing technology strategy faces unprecedented complexity as AI transforms customer behavior. Scott Brinker, VP of Platform Ecosystem at HubSpot and founder of chiefmartec.com, explains how 2026 will shift power from marketers to AI-empowered buyers. He covers context engineering as the evolution beyond prompt engineering, combining deterministic workflows with adaptive LLM capabilities for better data analysis and customer service automation. Brinker predicts orchestration platforms will emerge to manage the chaos as every employee becomes a software developer through AI tools.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Scott Brinker, VP at HubSpot and chiefmartec.com founder, dives into the intricacies of MarTech's evolution amidst an 8.6% vendor churn rate. He highlights how AI has not unified but rather fragmented the landscape, and introduces the concept of context engineering for enhanced customer interactions. Expect a dramatic shift in 2026 towards AI that prioritizes customer needs, altering traditional sales strategies. Brinker thwarts the notion that chatbots solve everything by discussing their limitations and emphasizes the synergy between deterministic workflows and LLMs for better marketing outcomes.

Scott Brinker, VP of Platform Ecosystem at HubSpot and founder of chiefmartec.com, discusses the rapid evolution of the MarTech landscape. He reveals how AI has added 1,200 new vendors while changing traditional sales playbooks, empowering customers through agentic AI. Brinker introduces context engineering as the next step in AI deployment, emphasizes the need for better data layers, and contrasts deterministic automation with generative AI. He predicts a shift in 2026 where buyers leverage AI to control their journeys, transforming marketing dynamics.

AI personalization crosses the line when customers can't understand why they're receiving specific treatments. Kathryn Rathje, Partner at McKinsey, explains how marketers often expose too much data instead of focusing on relevance. She discusses the value exchange principle for ethical personalization and why context matters more than data volume. The conversation covers dynamic billboard targeting, spectrum-based personalization approaches, and avoiding the "mad libs of data" trap that makes AI-driven outreach feel invasive rather than helpful.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Marketing leadership faces a critical skills gap in data-driven strategy execution. Kathryn Rathje, Partner at McKinsey's Growth, Marketing & Sales Practice, specializes in sustainable growth transformations for consumer brands. She discusses combining quantitative analytics with creative marketing approaches to deliver personalized customer value. The conversation covers data-driven marketing evolution since 2009 and frameworks for making marketing a strategic champion within organizations.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Marketing leaders are falling into shiny object syndrome instead of building systematic growth strategies. Kathryn Rathje, Partner at McKinsey's Growth, Marketing & Sales Practice, explains how to escape the pilot trap that's plaguing marketing organizations. She outlines a framework for rewiring marketing functions around data and AI fundamentals, distinguishes between one-way and two-way strategic decisions, and shares McKinsey's approach to creating scalable personalization workflows that drive measurable business value.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Kathryn Rathje, a partner at McKinsey's Growth, Marketing & Sales Practice, specializes in driving data-driven marketing transformations. She shares her fascinating insights on blending quantitative analytics with creative strategy to enhance customer value. The discussion highlights practical frameworks for integrating analytical and creative skills, emphasizing the importance of a customer-focused approach in marketing. Kathryn's unique perspective sheds light on sustainable growth for consumer brands, making complex strategies accessible and actionable.

Catherine Rathje, a partner at McKinsey specializing in marketing strategy, discusses the alarming trends in the Fortune 500, including the decline of CMO roles and shrinking marketing budgets. She emphasizes the widening gap between CEO and CMO understanding, advocating for metrics that align with business priorities. Catherine highlights the need for CMOs to partner with CFOs to redefine ROI and unify fragmented marketing leadership. She warns against 'shiny object syndrome' and argues for a judicious approach to AI, ensuring that personalization adds genuine value without crossing ethical lines.

New creators struggle to choose the right platform for monetization. Danielle Pederson, CMO at Amaze, explains how authenticity-first content strategy drives revenue generation. She outlines building genuine audience connections before platform selection, then leveraging merchandise sales through custom product design and direct fan engagement to convert followers into paying customers.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.