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HACKING MARKETING Sco$ Brinker @chiefmartec
Co-‐founder & CTO So#ware and services for interac1ve content.
Author & Editor Blog on the entwining of marke1ng & technology.
Program Chair Marke1ng tech conference.
Aug 2011 Sep 2012 Jan 2014 Jan 2015
Marketer Marke3ng So5ware
Web Services
Client So5ware Customer
“SoGware is eaJng the world.”
Why So5ware is Ea3ng the World, Marc Andreessen, The Wall Street Journal, August 20, 2011
“SoGware is eaJng the world.”
* Especially markeJng.
Source: Signal, September 2014
Evolving rapidly
Evolving at light speed
Has been growing steadily Has
evolved slightly Not
much
My company.
You are here.
You are here.
The system dynamics of 2,000+ markeJng technology vendors.
Worldwide Marke3ng So5ware Forecast 2014-‐2018
Source: IDC
$20.2 billion
$32.4 billion
Investment data provided by
$13.7 billion
$2.6 billion
$3.3 billion
$5.6 billion 29 unicorns
$25.2 billion
300,000+ employees
$2.41 ROI (materialized)
STACK
Source: Ascend2, August 2015
67% of marketers say they don’t have all the tools they need
Source: Ascend2, August 2015
87% of marketers say markeJng technology is improving markeJng
performance
The MarkeJng Technology Landscape Isn’t That Scary
Architecture and strategy: the difference between a markeJng stack and
a markeJng pile.
MarkeJng
Marke3ng today isn’t about geQng buyers to picture your narra3ve…
It’s about geQng them to experience it.
Media Messages what it says where and how it appears
most digital marke3ng innova3on to date (“the medium is the message”)
Media Messages
Mechanisms the next big wave of marke3ng innova3on (“the mechanism is the message”)
what it says where and how it appears
how it behaves
form
func1on
Source: Corey Craig, Dell, presenta1on at MarTech 2015
Source: Corey Craig, Dell, presenta1on at MarTech 2015
“Technology is only as good as the story.” – Ann Handley
But in a digital world, programming is storytelling too.
• So5ware bought & built • Configura3ons & parameters • Algorithms & process design • User experience (UX) design • Data processing & flow
Digital storytelling includes:
So5ware funcJonality & flow are woven into the narra3ve of your buyer’s journey.
CMO: I’m ready to take over our IT spend!
CIO: Why me?
By 2017 the CMO will spend more on IT than the CIO. – Gartner
Technology Exper3se
Techno
logy Autho
rity Cowboy
Laggard Prisoner
Technology MarkeJng
Strategy
The Most InteresJng IntersecJon in the World
Technology Strategy
Linear, strategy first
Technology Strategy
Linear, strategy first
Linear, technology first
Technology Strategy
Linear, strategy first
Linear, technology first
Circular, both intertwined
Thinking Like an Engineer
In MarkeJng AutomaJon In Pseudo Code for(MktoLead lead in leads[]){
if (!lead.email.contains(@newrelic.com) &
lead.mktoOwnerID = “005400000025zP6” &
lead.source = “Website Live Chat”){
if(lead.routingReason.isempty()){
lead.routingReason = “Website Chat”
}
lead.ChangeOwner(“Queue: SDR Queue”)
}
}
Source: Isaac WyaO, New Relic, presenta1on at MarTech 2015
Marke3ng Exper3se
Techno
logy Exper3se
Old School Marketers
Old Schoo
l IT & Engineers
Marke3ng Exper3se
Techno
logy Exper3se
Old School Marketers
New School: MarkeJng Technologists CreaJve Technologists
Growth Hackers Chief Digital Officers
Data ScienJsts Old Schoo
l IT & Engineers
MarkeJng Technologists
81% of large firms now have a chief marke3ng technologist role
Howatson has an engineering background and ran OpenText’s engineering unit prior to being appointed its CMO last October. He started his career in IT.
The CMO will become not just a business administrator, but a technologist themselves.
“ ” – Adam Howatson
Not everyone in markeJng
needs to be a technologist.
Just as not everyone in markeJng needed to be a
creaJve.
Design
Technology
Storytelling
Analy3cs
Technology must become a part of marke3ng’s DNA.
What can marketers learn from soGware developers?
• Short itera3on cycles • Adapt based on feedback • Unambiguous priori3za3on
• Informa3on transparency • Empower small teams
Agile Principles
Plan
Review
Produce
Deploy
Sprint Planning Sprint
Sprint RetrospecJve Daily
Stand-‐up
1 day
2-4 week
sprints Sprint Review
Update Backlog
One Big Waterfall vs.
Many Small Agile Sprints
• Visualize workflow • Limit work-‐in-‐progress (WIP) • “Pull” vs. “push” • Con3nuous improvement • Reduce waste
Kanban Principles
Think more like product managers instead of marke3ng managers.
– Ray Velez
“…shaping the product offering, user experience, and interacJon design.”
“…focus on understanding and advocaJng for the users.”
Minimum Viable PromoJon (MVP) • Plausible u3lity/entertainment value • Does not create “brand debt” • Tests a hypothesis about the market
• Has a metric by which to measure success
Scalability InnovaJon
Exploit Explore Standardiza3on Experimenta3on
“Fail Not” “Fail Fast” Low Variance High Variance Leverage
Assump3ons Ques3on
Assump3ons Scale Speed
MarkeJng Feedback Social media, performance metrics IteraJon A/B tes3ng, op3miza3on TacJc Communica3on/experience Channel Channel selec3on, context framing Campaign Concept, messaging, audience Brand Posi3oning, value proposi3on Company Corporate culture, values, image
fast
slow
Photograph by John Fowler
• Websites • Marke3ng technology stacks • Content hierarchy • Marke3ng data
Pace Layering applied to…
10X Engineer
10X Marketer
Chief MarkeJng Technologist h$p://chiefmartec.com
ion interacJve, inc. h$p://ioninterac3ve.com
sbrinker@chiefmartec.com Twi$er: @chiefmartec
Reach me at:
MarTech Conference h$p://martechconf.com
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