In a quick interview at INBOUND 2018, hosted by HubSpot earlier this September in Boston, Demand Gen Report’s Brian Anderson sat down with Scott Brinker, HubSpot’s VP of Platform Ecosystem. Brinker is also notoriously known for mapping out the martech landscape on the Chief Marketing Technologist blog.

During the interview, Brinker shared how he has seen HubSpot’s partner ecosystem grow during his first year at HubSpot. He also discussed how the need for easily integrated solutions has grown evermore important over the past couple of years, as well as where he thinks partner ecosystems need to continue evolving to meet the needs of tech adopters in the space.

Listen to the full podcast to hear more of Scott's insights:

In the early days of demand generation, the traditional funnel excelled at helping businesses streamline their processes to move prospective customers from the top of the funnel to closed business. However, there has been a movement within the B2B marketplace toward breaking down the traditional sales funnel that the industry has come to adopt. You can see that in examples such as the #FlipMyFunnel movement and other analysts’ interpretations of the customer journey.

HubSpot has launched new Sales Hub and Service Hub offerings and updates to its Marketing Hub products, which the company has bundled into a new Enterprise Growth Suite. The company also unveiled new video creation, management and analytics features to its platform to streamline video content production.