MarTech Podcast ™ // Marketing + Technology = Business Growth

MarTech vendors face an 8.6% annual churn rate despite AI expansion. Scott Brinker, VP of Platform Ecosystem at HubSpot and founder of chiefmartec.com, explains how AI disruption is reshaping vendor strategies and market dynamics. He discusses context engineering as the evolution beyond prompt engineering, the shift from deterministic to adaptive AI workflows, and why 2026 will be defined by AI-empowered customers taking control of their buying journeys rather than following traditional marketing funnels.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Marketing technology stacks are expanding faster than teams can manage them. Scott Brinker, VP of Platform Ecosystem at HubSpot and founder of chiefmartec.com, explains how 5,384 martech tools now exist despite 8.6% vendor churn. He discusses context engineering as the evolution beyond prompt engineering, combining structured workflows with LLM capabilities for data analysis and customer service automation. Brinker predicts 2026 will shift power to AI-enabled buyers who bypass traditional sales funnels using agentic browsers for pricing analysis and product research.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Marketing technology strategy faces unprecedented complexity as AI transforms customer behavior. Scott Brinker, VP of Platform Ecosystem at HubSpot and founder of chiefmartec.com, explains how 2026 will shift power from marketers to AI-empowered buyers. He covers context engineering as the evolution beyond prompt engineering, combining deterministic workflows with adaptive LLM capabilities for better data analysis and customer service automation. Brinker predicts orchestration platforms will emerge to manage the chaos as every employee becomes a software developer through AI tools.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

MarTech faces an 8.6% vendor churn rate despite AI expansion. Scott Brinker, VP of Platform Ecosystem at HubSpot and founder of chiefmartec.com, shares insights on navigating the evolving landscape where AI didn't consolidate MarTech but fragmented it further. He discusses context engineering as the evolution beyond prompt engineering, combining deterministic workflows with LLM capabilities for better data analysis and customer service automation. Brinker predicts 2026 will shift focus from AI for marketers to AI for customers, fundamentally disrupting traditional sales playbooks as buyers gain information asymmetry through agentic browsers and AI assistants.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

MarTech stack complexity is exploding despite consolidation predictions. Scott Brinker, VP of Platform Ecosystem at HubSpot and founder of chiefmartec.com, reveals why AI added 1,200 new vendors while eliminating just as many in 2025. He explains how agentic AI is shifting power from marketers to customers, breaking traditional sales playbooks as buyers use AI agents to research pricing and bypass controlled journeys. Brinker outlines context engineering as the evolution beyond prompt engineering, requiring marketers to bundle instructions, data access, and tool permissions for effective AI deployment.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.