Martech turns 20: from 'unicorn' shadow IT to a college major
chiefmartec · x · 2026-10-30
Scott Brinker (chiefmartec) reflects on two decades of martech, dating the industry's genesis to the rise of Salesforce, Eloqua, Marketo and HubSpot.
An industry is made of people, not products: 20 years ago the first 'marketing technologists' emerged — blending marketing and IT skills, building bridges between two worlds. Called 'unicorns' for their rare skill combo, they were fringe, poorly understood at executive levels, and almost entirely self-taught. Today the path has gone from being accused of shadow IT to one of marketing's best careers — mainstream enough to major in.
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