Staying Out Of The 3rd Party Cookie Jar - Scott Brinker - Revenue Today - Episode # 011

Today’s guest writes the chiefmartec.com blog and is the author of the best-selling book Hacking Marketing, published by Wiley. Previously, he was the Co-Founder and CTO of ion interactive. He holds degrees in computer science from Columbia University and Harvard University and an MBA from MIT. Today’s guest is Scott Brinker the VP of Platform Ecosystem at HubSpot. Scott sits down with Jared to discuss the necessity of lowering your dependency on 3rd party cookies, creating an effective ecosystem of apps, and figuring out which integrations really matter. 

Takeaways:

• Revenue Myth: “Third-party cookies going away is a bad thing”. Despite all the benefits cookies have offered, marketers have been using them as a crutch.
• Instead of focusing on what other websites your potential customers' view, focus on how they interact with yours. Where do they click? What do they read? How do they respond to your emails?
• Having a great Ops team member is the key to inside marketing. You can have the greatest, most creative marketing strategy, but without someone to help you implement it, it will fall short. 
• The total number of app integrations is nothing more than a vanity metric. What truly matters more is which integrations are being used, and how many people are using them. 
• Keep the value on the customer. What do they want, what are the use cases, and what are they trying to solve?
• Even though there are countless different softwares and programs, the industry still has a long way to go before we consolidate, and are able to have all the different tools work together. 
• While lowering dependency on 3rd party cookies seems like a far-off issue, we know it's coming, and need to be taking strides to address the problem before it happens. 

Quote of the Show:

• “What we really want to do is we really wanna understand authentically who our prospects and customers are.” - Scott Brinker

Links:

• Twitter: https://twitter.com/chiefmartec 
• LinkedIn: https://www.linkedin.com/in/sjbrinker/ 
• Blog: https://chiefmartec.com/
• Website: https://www.hubspot.com/ 
• The MarTech Show: https://youtu.be/2Fw98UGrCpA
• Hacking Marketing: https://www.amazon.com/Hacking-Marketing-Practices-Smarter-Innovative/dp/1119183170/ref=asc_df_1119183170/?tag=hyprod-20&linkCode=df0&hvadid=312128454859&hvpos=&hvnetw=g&hvrand=439765734653661185&hvpone=&hvptwo=&hvqmt=&hvdev=c&hvdvcmdl=&hvlocint=&hvlocphy=9002280&hvtargid=pla-448831158462&psc=1

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