The many splendid varieties of marketing technologists in 2020: martech roles and archetypes - NIMA

The many splendid varieties of marketing technologists in 2020: martech roles and archetypes

6 januari 2020
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At the beginning of the 2010’s, I wrote a post about the rise of the marketing technologist. It was the early days of a new, hybrid professional emerging: rare “unicorns” who combined IT skills with marketing domain expertise and a genuine passion for harnessing the blossoming marketing technology landscape.

Fast-forward to the start of 2020’s. Marketing technologists aren’t rare anymore. They’ve been fruitful and multiplied and are now an integral part of modern marketing organizations.

But while all marketing technologists share a common comfort with mastering martech in their work, they’re far from homogenous. They apply martech in different ways. They specialize in different martech tools. They exhibit different skills and talents. And they certainly have a wide range of titles and responsibilities.

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