Growthverse: The interactive tool for finding marketing tech solutions

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Jay Dillon

Director of Strategy and Creative at Inbound Experts
Jay is a digital marketer and producer whose creative and technical skills have developed digital brand strategies and sales campaigns using a range of complex internet applications from stand-alone websites through to Facebook API integrations.
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Marketing is a finicky beast.

We’re reaching our customers on different media, on different platforms and on different devices. A contact here, a contact there. Focusing on core metrics, conversion rates, and a defined message – and all this while also trying to run our company.

You’ve looked into solutions from Marketing Automation through to Content Marketing. And you’re wondering if it’s worth the cost, and the time.

It can seem like a face-in-your-palms mess, but thankfully there is some respite.

A Starting Point

VC firm Accel Partners is trying to make the marketing scene a little less murky by way of an unofficial starting point called Growthverse.

Growthverse collates companies in the marketing technology space, in an easy-to-view HTML5 representation. Its purpose is simple, and is summed up by the question asked on the main page: “What marketing problem are you looking to solve?”

Users can select, without logging on, from a range of pain points. From Marketing Automation and Retention, through to Content Creation and Organic Acquisition – it’s all there.

Drilling down on a category reveals another sub-category further defining the query. For example, Paid Acquisition displays options like mailing houses, PPC and retargeting firms.

Put simply, it’s a map of the convoluted marketing technology landscape that’s also easy on the eye.

Where Did it Spring From?

Past attempts at documenting the marketing tech scene have created more confusion than they’ve solved.

Scott Brinker, co-founder and CTO of Ion Interactive, produced a marketing landscape supergraphic for which he later apologised.

“I didn’t set out to scare the bejeezus out of everyone,” Brinker said at a summit in Boston.

We wonder if the supergraphic monstrosity spawned the idea of Growthverse?

The people responsible are Kobe Fuller, Principal at Accel Partners and Jascha Kaykas-Wolff, CMO of Mozilla.

Fuller and Kaykas-Wolff are no strangers to the marketing landscape. Accel Partners funds mostly software companies, many who operate in the marketing space. And Kaykas-Wolff, the Chief Marketing Officer at Mozilla? When he talks, people listen.

“We want marketers to have this as the first resource they go to when they are developing their marketing stack,” Kaykas-Wolff said in an Interview with TechCrunch.

A Marketing Solution

Growthverse is a valid first step for anyone embarking on a marketing research project. If you’re a seasoned marketer, you can compare the tools you’re currently using to those in the same category. Who knows, maybe you’ll even uncover a better, more cost effective solutions in the process.

Regardless of how you use it, Growthverse is a sign of where we’re at with marketing. We’re steering toward critical mass. It’s a stern reminder not to get caught up in the multitude of technology solutions.

As Fuller said, “It’s still confusing but we’re doing our part to make it a little easier.”

Put Together Your Strategy Today

So if you’re looking at getting your marketing plan up and running, Growthverse is a great place to start. It will help you understand the different paths you can take and equip you with the knowledge you need to put together a winning strategy. And if you’re a seasoned marketer, it’s an effective way to measure your current plan against the available options.

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