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SearchChat Podcast: Key Marketing Lessons from MarTech East

Steve and I spent time together recently at both a Red Sox game but more importantly, at MarTech East in Boston. The shift in conversation was wildly fascinating: the focus seemed to be personalization, privacy, and security.

When it comes to personalization, people are finally seeming to focus less on the shiny objects and more on the fundamental issues: what are my problems and how does tech enable me to solve them?

Meanwhile to complete those needs companies seem to still be addicted to personal information, whether or not it’s what’s working for their customers. We talk about how this is a dangerous path to be on.

An interesting takeaway this year was from Scott Brinker, on the maturity curve of marketing technology and it’s 3 phases. You need to get the benefits of centralized control, but without losing effectiveness.

Lastly, there was much conversation about agile. We know waterfall design is a mess. But agile can get messy too, and goals need to be changed to reward agile behavior. It’s a serious change from traditional objectives, but a necessary one.

0:00 Intro

1:45 Companies are addicted to personal information

10:15 3 Phases of marketing technology

17:15 Agile Marketing earns its place

27:15 Outro

SearchChat is available on

Search Chat is SoloSegment’s podcast dedicated to all things search AI and content marketing related. Who is SoloSegment? We’re a technology company focused on site search analytics and AI driven content discovery to improve search results, increase customer satisfaction and unlock revenue for your company. If you think we might have the answer to your conversion problems, feel free to connect with us.

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Tim Peter

Tim Peter built his first website in 1995 and loves that he still gets to do that every day. Tim has spent almost two decades figuring out where customers are, how they interact with brands online, and delivering those customers to his clients’ front door. These efforts have generated billions of dollars in revenue and reduced costs. Tim works with client organizations to build effective teams focused on converting browsers to buyers and building their brand and business. He helps those companies discover how marketing, technology, and analytics tie together to drive business results. He doesn't get excited because of the toys or tech. He gets excited because of what it all means for the bottom line. An expert in e-commerce and digital marketing strategy, web development, search marketing, and analytics, Tim focuses on the growth of the social, local, mobile web and its impact on both consumer behavior and business results. He is a member of the Search Engine Marketers Professional Organization (SEMPO), HSMAI, and the Digital Analytics Association. Tim Peter’s recent client work covers a wide range of digital marketing activities including developing digital and mobile marketing strategies, creating digital product roadmaps, assessing organizational capabilities, and conducting vendor evaluations for diverse clients including major hospitality companies, real estate brands, SaaS providers, and marketing agencies. Prior to launching Tim Peter & Associates, LLC, a full-service e-commerce and internet marketing consulting firm in early 2011, he worked with the world’s largest hotel franchisor, the world’s premier independent luxury hotel representation firm, and a major financial services firm, developing various award-winning products and services for his customers. Tim can be reached at tim@timpeter.com or by phone at 201-305-0055.

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