A couple of weeks ago, I had the opportunity to attend MarTech West, one of the premier marketing technology conferences in the country.

They have a sister conference coming up this Fall out East.  Well worth checking out.

For marketers, marketing technology matters because it’s going to make them more efficient, operate smarter, and ideally create monetary efficiencies in the process.

For agencies, marketing technology matters for all the reasons above, plus it’s a necessary place for you to be.

Your clients either do or will expect you to help lead them so they make the right choices for their business.

So regardless of what side you sit on, here are five of the more interesting/effective tools I learned about as I traveled to all 80 exhibitor booths at the show, with a brief description of each from their site.

(Of note, I am not being paid to endorse these platforms:)


Vyaker helps make the task of routing leads to sales people easier.  They offer a range of tools and technologies to solve the most complex lead routing challenges, and offer data standardization, fuzzy matching software, and lead segmentation.

Their solutions are built with APIs to help sales teams leverage everything their platform has to offer.


VWO is an all-in-one platform that helps you conduct visitor research, build an optimization roadmap, and run continuous experimentation.

With the VWO platform, features like Surveys, Heatmaps, and Visitor Recordings can be done without having to rely on multiple tools.

It quickly allows prototyping and testing of new ideas, features and content. The ability to push changes, without having to involve multiple teams to relaunch areas of the site makes work highly efficient, and the ability to reverse those same changes instantaneously is equally as useful.


Alyce is a new AI-powered platform that gives businesses an easier and more effective way to select and send gifts to prospects, clients and other corporate contacts.

Alyce uses AI to match your gift recipient to the perfect gift for them and has more than 30,000 potential gifts to choose from.

It takes into account relevant social data and your business’s goals to select a gift that’s personalized to each individual. The recipient receives a notification that they’ve received a gift, at which point they can accept, choose another gift or even donate the money to charity.


Currnt is the world’s first knowledge network connecting professionals and companies to understand and advance the rapid market and technology trends shaping our world.

Their technology is used by thought leaders and brands to connect people by their authentic passions around the globe, host curated and facilitated dialogues, and produce actionable insights that impact change.


Voicify’s Voice Experience Platform allows marketers to engage with their customers on a deeper and more personal level. Voicify’s Voice Content Management System ™  (Voice CMS ™) allows brands to rapidly deploy voice experiences across any voice assistant device and easily maintain the content.

So that’s what I’ve got.  There were plenty of other great platforms on the floor.  If you’ve got the time, it might be worth checking each of them out.

Here is a link to the sponsor’s portion of MarTech West’s website.

Happy shopping!  And stay ahead of the technology game!  Your business depends on it!

I spent time at MarTech West the other week listening to keynote speakers and visiting all 80 of the exhibitors at the show.






I talked with each of these exhibitors to learn directly from them about the trends and challenges and opportunities they are facing – as well as the challenges facing marketers in this space.

While the growth of broader-reaching MarTech solutions has slowed (only up +3% in 2019 versus 2018), there are still 7,040 MarTech solutions available to marketers and marketing agencies.

In 2011, there were barely 150 firms.

What this conference revealed to me (and my recent study of the space has revealed to me) is that there are a number of things that Marketing Agencies need to be aware of as they work to stay current and move their own business and their clients’ businesses forward.

MarTech Landscape

Marketers Marrying MarTech

Marketers like McDonald’s are buying MarTech companies and turning themselves into technology-driven marketers.

McDonald’s recent purchase of Dynamic Yield puts into their hands the ability to customize and better personalize the experience for their customers.

So instead of hiring an agency to optimize that part of their business, they are bringing the expertise right in-house.

Key Marketer/Martech Stats

-52% of marketers state that integration of different MarTech platforms is limiting to their success. 

-56% of organizations report under-utilizing their MarTech stack.  21% have bought and don’t use what they buy. 

-Only 9% of companies surveyed state they they fully use their full-on stack. 

While I don’t expect Marketing Agencies to become MarTech stack consultants, being knowledgeable about platforms and helping save your marketing partner from the pains of limited utilization can go a long way in building a solid long-term partnership.

Marketers can be Techies Too

There are a growing number of no code/low code tools being dropped into the market today.

There are now open APIs that allow users to extend usage and create customization much easier than ever before.

So don’t assume that your Marketing partner automatically needs you to build platforms to enhance their business…as they can now do it on their own.

Marketing Microscope

Lastly, there’s the coming of “ecosystem specific MarTech” and niche vertical solutions for industries.

So while the growth of broad-reaching MarTech tools is slowing, the number of platforms that address specific niches in specific industries are growing.

Products like loyalty platforms specifically designed for the dental industry and CRM platforms tailored to religious communities are examples of where companies are carving out homes in areas that were once dominated by agencies.

The bottom line is: Marketing Agencies need to know what’s out there and know what’s happening in and around the MarTech world.  Clients will demand it if they aren’t already.

If you operate in a particular vertical, know what’s being developed so you can be the firm that brings the ideas to your clients (possibly as a white label), versus having a MarTech firm beat you to the punch and carve out parts of your business.

Next week we’ll talk about some of the more interesting tools I unearthed at MarTech West earlier this month.