Has Martech Adoption Gotten Out of Hand? [Podcast]

Nov. 20, 2019

Technology. AI. Software. Vendors. Providers. Research. Adoption. Implementation. Customer Experiences. Expectations. Investment. Resources. BLEH! 

New tech adoption is far from easy or enjoyable — most marketers who have been through it would concur… and for good reason. How are marketing teams supposed to sort through the weeds to distinguish pretenders from contenders?

And, if it’s AI you want, how do you distinguish your brand from those who say they have AI vs. those who have real AI?

It seems like the hype, promises, and expectations have made a lot of marketers gun-shy, untrusting, and disgruntled in the wake of slippery software vendors who enticed them with bold claims and deceitful ploys and then sold them a supposed silver bullet that ultimately under-delivered.

From fear of the unknown to tech overload to widespread confusion — or worse, stagnation — there’s a myriad of reasons marketers put off acquiring new technology.

Today’s episode explores why martech adoption is so difficult.

“Hype, promises & expectations have made a lot of marketers untrusting in the wake of slippery software vendors who enticed them with bold claims, then sold them a supposed silver bullet that ultimately under-delivered,” says @mjbecker_      CLICK TO TWEET

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Show details and highlights

► (0:45) Ben’s story: adopting new tech

► (3:10) No one said tech adoption would be fun

► (4:08) Chris Pirrotta reflects on tech

► (5:45) Real AI  vs. vaporware AI

► (8:14) Douglas Karr reflects on a marketer’s job — to be creative

► (9:26) Hype, promises, and expectations of software that under-delivers

For all the reasons decision makers put off choosing new tech, the alternative is even worse. Do nothing and lag behind. Like it or not, marketing is changing, and without a constant eye on technological improvement, the job of the marketer is only going to get harder. It’s only by bringing tech adoption challenges into our  awareness that we can begin to remedy issues that prevent us from carrying innovation forward.

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