In this episode of the Adopted Podcast, Scott Brinker, a leading figure in the martech industry, discusses the evolution of marketing technology, emphasizing the shift from traditional systems of record and engagement to systems of context and truth. He explores the impact of AI on buyer behavior, the changing landscape of martech moats, and the importance of personalized experiences through Concierge AI. Scott also shares insights on product development strategies and the future of pricing models in the industry.Takeaways

• The shift from systems of record to systems of context is crucial.
• Buyers are gaining control over their own journeys through AI.
• Distribution and reputation are becoming key moats in martech.
• AI features alone are not enough; products must evolve.
• Concierge AI can enhance the buyer experience significantly.
• Usage-based pricing models are gaining traction in the industry.
• The martech landscape is rapidly changing with new entrants.
• Focus is essential for founders to succeed in martech.
• AI is reshaping how buyers interact with sellers.
• The future of marketing will be more personalized and data-driven.