Hacking Marketing By Scott Brinker
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From the MarTech Conference in London, UK, October 20-21, 2015. SESSION: Keynote: Hacking Marketing: The Convergence Of Marketing & Software. PRESENTATION: Hacking Marketing - Given by Scott Brinker - @chiefmartec - MarTech Conference Chair, Editor & Publisher - chiefmartec.com. #MarTech DAY1
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Hacking Marketing By Scott Brinker
- 1. HACKING MARKETING Sco$ Brinker @chiefmartec
- 2. Co-‐founder & CTO So#ware and services for interac1ve content. Author & Editor Blog on the entwining of marke1ng & technology. Program Chair Marke1ng tech conference.
- 6. Aug 2011 Sep 2012 Jan 2014 Jan 2015
- 7. Marketer Marke3ng So5ware Web Services Client So5ware Customer
- 8. “SoGware is eaJng the world.” Why So5ware is Ea3ng the World, Marc Andreessen, The Wall Street Journal, August 20, 2011
- 9. “SoGware is eaJng the world.” * Especially markeJng.
- 10. Source: Signal, September 2014 Evolving rapidly Evolving at light speed Has been growing steadily Has evolved slightly Not much
- 11. My company.
- 12. You are here.
- 13. You are here.
- 14. The system dynamics of 2,000+ markeJng technology vendors.
- 20. Worldwide Marke3ng So5ware Forecast 2014-‐2018 Source: IDC $20.2 billion $32.4 billion
- 22. 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)
- 24. STACK
- 25. Source: Ascend2, August 2015 67% of marketers say they don’t have all the tools they need
- 26. Source: Ascend2, August 2015 87% of marketers say markeJng technology is improving markeJng performance
- 27. The MarkeJng Technology Landscape Isn’t That Scary
- 29. Architecture and strategy: the difference between a markeJng stack and a markeJng pile.
- 30. MarkeJng
- 33. Marke3ng today isn’t about geQng buyers to picture your narra3ve…
- 34. It’s about geQng them to experience it.
- 35. Media Messages what it says where and how it appears most digital marke3ng innova3on to date (“the medium is the message”)
- 36. 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
- 38. Source: Corey Craig, Dell, presenta1on at MarTech 2015
- 39. Source: Corey Craig, Dell, presenta1on at MarTech 2015
- 42. “Technology is only as good as the story.” – Ann Handley But in a digital world, programming is storytelling too.
- 43. • 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.
- 45. 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
- 46. Technology Exper3se Technology Authority Cowboy Laggard Prisoner
- 47. Technology MarkeJng Strategy The Most InteresJng IntersecJon in the World
- 48. Technology Strategy Linear, strategy first
- 49. Technology Strategy Linear, strategy first Linear, technology first
- 50. Technology Strategy Linear, strategy first Linear, technology first Circular, both intertwined
- 52. 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
- 53. Marke3ng Exper3se Technology Exper3se Old School Marketers Old School IT & Engineers
- 54. Marke3ng Exper3se Technology Exper3se Old School Marketers New School: MarkeJng Technologists CreaJve Technologists Growth Hackers Chief Digital Officers Data ScienJsts Old School IT & Engineers
- 57. 81% of large firms now have a chief marke3ng technologist role
- 68. 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.
- 69. The CMO will become not just a business administrator, but a technologist themselves. “ ”– Adam Howatson
- 70. Not everyone in markeJng needs to be a technologist. Just as not everyone in markeJng needed to be a creaJve.
- 71. Design Technology Storytelling Analy3cs Technology must become a part of marke3ng’s DNA.
- 72. What can marketers learn from soGware developers?
- 74. • Short itera3on cycles • Adapt based on feedback • Unambiguous priori3za3on • Informa3on transparency • Empower small teams Agile Principles
- 75. Plan Review Produce Deploy
- 76. Sprint Planning Sprint Sprint RetrospecJve Daily Stand-‐up 1 day 2-4 week sprintsSprint Review Update Backlog
- 77. One Big Waterfall vs. Many Small Agile Sprints
- 78. • Visualize workflow • Limit work-‐in-‐progress (WIP) • “Pull” vs. “push” • Con3nuous improvement • Reduce waste Kanban Principles
- 80. Think more like product managers instead of marke3ng managers. – Ray Velez
- 81. “…shaping the product offering, user experience, and interacJon design.” “…focus on understanding and advocaJng for the users.”
- 82. 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
- 84. Scalability InnovaJon Exploit Explore Standardiza3on Experimenta3on “Fail Not” “Fail Fast” Low Variance High Variance Leverage Assump3ons Ques3on Assump3ons Scale Speed
- 88. 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
- 89. Photograph by John Fowler • Websites • Marke3ng technology stacks • Content hierarchy • Marke3ng data Pace Layering applied to…
- 90. 10X Engineer 10X Marketer
- 91. 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