Marketers today are simultaneously blessed and cursed with a tremendously diverse field of marketing technology. How do you select which technologies to adopt? How do you fit them together with a coherent strategy? How do you manage risks, changes, and emerging innovations? Most of all, how do you harness these tools to achieve real business impact? This session will help you answer those questions, explaining several non-technical frameworks for managing marketing technology from the book "Hacking Marketing" and examining best practices for marketing technology stacks culled from dozens of real-world examples.

1. Hacking
Marketing
Scott Brinker
@chiefmartec
The Amazing
Convergence
of Marketing
and Software

2. Co-founder & CTO
Software and services
for interactive content.
Editor
Blog on the entwining of
marketing & technology.
Program Chair
Marketing tech
conference.

4. ~150 ~350 ~1,000 ~2,000
2011 2012 2014 2015
~3,500
(3,874 logos)
2016

10. “Bring me my insights, I’m
ready for an afternoon
strategy.”

11. “That’s not how martech works!”

13. Digital World  Martech Explosion

17. Websites are a great
example of this today —
their function and flow
shapes brand
experience.

31. What would help you better leverage the full power of your
current marketing technology stack?
#1: Better strategy . . . #7: Better integration

34. What can marketers learn
from software management
to thrive in this environment?
Now that marketing and
software are thoroughly
entangled…

37. Websites are a great
example of this today —
their function and flow
shapes brand
experience.

38. Code
UX
Software
product managers

39. Mechanisms Code
CX UX
Marketing Software
marketing managers product managers
≈

40. Think more like product managers
instead of marketing managers.
– Ray Velez

41. Passive
Content
Interactive
Content
Audience
Delivers
Innovation
Consumes Participates
Information Services
Media Mechanisms
Examples Blogs
E-books
Reports
Webinars
Assessments
Calculators
Configurators
Quizzes

51. ScalabilityInnovation
Experimentation Standardization
Explore Exploit
“Fail Fast” “Fail Not”
Question
Assumptions
Leverage
Assumptions
Speed Dependability

53. Core
Edge
Bimodal
marketing
Many
innovations
are explored
on the
edge.
Only a few
are scaled
into the
core.
70%
30%
Majority of
investment
allocated to
the core,
but wider
exploration
on the
edge.

57. “The differences are not minor –
they are rather like the differences
between Salieri and Mozart.”
– Fred Brooks

58. The “Myth” of the
10X Engineer

59. 1. Talent
2. Opportunity
3. Leverage

61. Chief Marketing Technologist
http://chiefmartec.com
ion interactive, inc.
http://ioninteractive.com
sbrinker@chiefmartec.com
Twitter: @chiefmartec
Email me at:
MarTech Conference
http://martechconf.com