In this episode, Gartner analysts and authors of When Machines Become Customers Don Scheibenreif and Mark Raskino discuss how the rise of machine customers will impact the discipline of marketing and the marketing profession itself. What does it mean to market to a machine? What are the implications for how you position your brand? And what do marketing leaders need to start doing right now to take advantage of the huge growth opportunities on the horizon, as potentially billions of machine customers are headed their way?Don Scheibenreif is a Vice President, Distinguished Analyst with Gartner’s Customer Experience research group. Mr. Scheibenreif works with customer experience and IT leaders on how emerging trends and digital business will impact customer experience. He is a founding member of Gartner’s research on digital business and digital business transformation and he has served clients in Gartner’s Industries Research and Technology Innovation practices.Mark Raskino is a Gartner Fellow in the CEO and Digital Business Leadership research team. Mark works primarily with CIOs and their business executive colleagues. He covers business and technology trends and their implications for business strategy, innovation, business models, leadership and executive relationships. Mr. Raskino’s research includes Gartner’s annual CEO survey and CIO resolutions. He co-authored the books “Digital to the Core” (Gartner, 2015) and “Mastering the Hype Cycle” (Harvard Business Press, 2008). He is a frequent keynote speaker and keynote interviewer.