Becoming a Hybrid Marketer: Resources to Rouse the Marketing Technologist Within You

May 28, 2015


Editor’s Note: This post is part of an ongoing series in 2015 in which we provide B2B marketers with skillset development resources that can help them advance their careers. In last week’s post, we compiled sites that can help marketers better optimize strategies and campaigns through web analytics. In this post, we provide resources for marketers looking to capitalize on emerging technological trends in the industry.

One of the first innovations in marketing technology was the tablet. Not a touchscreen tablet, though—I’m talking the original tablet, a clay slab for scratching down written language. Before that innovation, all marketing was word-of-mouth.

It took a few thousand years for marketing technology to advance from the clay tablet all the way to social media marketing. Now, with technology evolving faster than ever, the 21st century hybrid marketer must be able to adapt quickly. These 10 resources can help you stay on top of marketing tech as it develops.


You can't tell where you're going unless you know where you have been. Before you dive into the future of marketing technology, it’s a good idea to first understand the current state. These articles will help you get a feel for what marketing technology looks like right now.

  1. Digital Marketing Trends 2015 Smart Insights has a huge library of content (some free, some gated) aimed at helping marketers develop and implement digital marketing plans. This blog post from the company's CEO, Dave Chaffey, takes an in-depth look at marketing technology trends this year, with links to plenty of resources worth exploring.
    1. 7 Marketing Technologies Every Company Must Use This isn’t just a list of seven specific programs marketers should use. Marketing and Advertising guru Louis Gudema goes in-depth to explore the seven types of marketing technology available. He first explains each type of technology and why it’s important. Then, he provides resources on utilizing each one. It’s a thoughtful, thorough look at the current state of digital marketing technology.
    2. Marketing Technology as Competitive Advantage Marketing Technologist Scott Brinker eats, breathes, and sleeps marketing technology. His exploration of the ways technology, marketing, and strategy intersect leads to an inescapable conclusion: Technology must become part of your marketing strategy’s DNA.


Now that you’re familiar with the current state of marketing tech, let’s look to the future. These resources will give you clear visibility into the up-and-coming digital marketing trends that offer great opportunities for hybrid marketers to innovate.

  1. 8 Marketing and Technology Trends Disrupting Business in 2015 Kyle Lacy is the head of Marketing Strategy with OpenView Ventures. As part of the run-up to the Masters of Business Online (MBO 2015) event, he dropped this detailed analysis of how marketing will change in the next twelve months. From the Internet of Things to the power of the Collaborative Economy Model, it’s a fascinating glimpse into the near future.
  2. Tech Trends 2015: Dimensional Marketing We all know the four P’s of marketing. For a hybrid marketer, there are four new interrelated dimensions to marketing: engagement, connectivity, data, and technology. Deloitte’s Mike Brinker, Nelson Kunkel, and Mark Singer explore how the new field of dimensional marketing will continue to develop in the near future with this lengthy academic article loaded with facts and stats.
  3. 25 Predictions for What Marketing Will Look Like in 2020 To peer even further into the future, Co.Create’s Jeff Beer consulted a host of great marketing minds. From the CMO of Taco Bell to the scrappy rabble-rousers at Vice Media, these innovators have thought-provoking insight on what the future of marketing could hold.


Marketing technology visionaries don’t just read about new technologies, they examine them from a sociological perspective. And by doing so, they aim to create new opportunities for themselves, their audiences, and their marketing peers. These resources involve technologies on the brink of widespread adoption, and the opportunities they present for marketers.

  1. Can Augmented Reality Be Used in Content Marketing? A year or two ago, augmented reality was mostly for toys and games. With the proliferation of powerful smartphones, though, companies are starting to wake up to the potential of AR for marketing. This piece from digital marketing strategist Carl Panteny explores the possibilities.
  2. Must-knows for Marketers to Capitalize on Wearable Tech Like AR, wearables have been around for a while, but are poised to explode in a big way in the next couple of years. They’ve gone from “geek appeal” items like Google Glass, to the mass-coveted Apple Watch. This article from Tenthwave Digital’s Samuel Edwards identifies the unique challenges and opportunities wearables present, as compared to other mobile devices.
  3. Experiential Marketing is Becoming a Virtual Reality It seems like virtual reality (VR) has been “the next big thing” for over twenty years now. It’s always been just around the corner, but that corner kept getting farther away. Now technology has finally caught up to VR’s ambitions. We may see the first mass-market VR rigs as soon as the end of this year. Adludio co-founder Howard Kingston considers the possibilities of VR for marketing in this brief but informative piece.

Tying it All Together

  1. Dollars, Bits, and Atoms: Roadmap to the Future of Marketing This information-rich eBook from MediaPlant’s Rob Salkowitz (sponsored by Microsoft) is a must-read for explorers, innovators, and visionaries alike. It covers the existing digital landscape, upcoming trends, and future tech in astonishing detail. Even better, it envisions how all these disparate technologies will integrate into new approaches to digital marketing. The possibilities Salkowitz presents are nothing short of inspiring.

When the clay tablet hit the marketing world all those centuries ago, it revolutionized marketers’ ability to communicate with buyers. Today, technology continues to expand the ways in which we can tell our brands’ stories, including bringing consumers and their stories into the conversation. As marketing content grows more instant and personal, the tech-savvy marketer will use emerging technology to deliver the right message to the right person at the right time. That’s hybrid marketing at its finest.

When it comes to reaching the right B2B prospects with the right message at the right time, the future is now. See why when you check out The Sophisticated Marketer’s Crash Course in Full Funnel Marketing.