Thanks to Frans Riemersma of MartechTribe.
If you want to do a five-minute vision test on Scott Brinker’s famous Martech 5000, you may need an EEG after your first exposure to MartechTribe’s super interactive photos.
It’s still worth a look. A large number of available solutions creates enormous complexity in mutual relationships. Marketers need to try to visualize this incredible ecosystem.
MartechTribe was founded by Frans Riemersma, who started as a reseller but started programming out of dissatisfaction with the user experience with the tools at his disposal. After leading the Brandmaker software teams for nearly eight years, he founded Boardview.io, a marketing strategy tool for visualization and management, and provides training and advice to Martech through MartechTribe.
“I help brands with supplier ratings,” Riemersma said, “because 8,000 tools is a bit complicated. Where to start? I have ways and methods to quickly expand a shortlist and impress your decision.” Brands like Philips work with intricate batteries that are distributed by different teams in many countries. “Many gaps and overlaps,” says Riemersma.
Stack the prices on top of each other
Riemersma lives in the Netherlands and the landscape reflects Martech’s European space.
What was the idea of making landscape maps interactive?
‘Clients expect me as a consultant to tell them what’s good, but I prefer colleagues to tell them what marketing is. I started collecting batteries two or three years ago, like the Stackie Awards, and there is also a survey on my website where people can submit theirs. “
In collaboration with Mark Wakelin, now a senior analyst at Hootsuite, the process began with the creation of network diagrams and switching solutions. ‘It was cut, cut and worked, and in the beginning, it was: what do we look at, what does it tell us? When they use it with customers, they ask the right questions, slowly but surely, and we better understand how it works. “
Martech’s European panorama, Riemersma’s starting point, shows the solutions that exist. Interactive supergraphs show the combinations of solutions used by humans. About 35 categories of instruments are represented and only instruments with a certain minimum usage are included.
“This work is in progress. My dream is that as many retailers as possible will supply the batteries as it makes the process more reliable and clearer. I want to show Martech batteries by sector: use the pharmacy, use the automotive industry. “
Currently, many of the batteries offered come from technology providers (similar to those offered during the Stackie Awards) and Riemersma wants a balance with batteries from other industries.
The search for an important solution like Marketo yields a graph of enormous complexity; it’s probably best to start with something small to get an idea of how it works. The larger the point, the more you see it [in the stacks], and the larger the line between the two points, the stronger the ratio. A good example is the analysis of vendors such as G2 Crowd, Forrester, Gartner, and TrustRadius. These instruments are widely used, but they are decentralized, completely peripheral. “
The analysis goes much deeper and characterizes, for example, the types of batteries used by companies that grow and feed data, but the best way to understand what Riemersma does is by looking.