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Co-founder & CTO
Software and services
for interactive content.
Author & Editor
Blog on the entwining of
marketing & techn...
Aug 2011 Sep 2012 Jan 2014 Jan 2015
The system
dynamics
of 2,000+
marketing
technology
vendors.
Software is how
marketing “sees” and
“touches” customers
in a digital world.
Analytics software affects our
perceptions.
Marketing automation software
affects our processes.
Social media software aff...
Marketer
Marketing
Software
Web
Services
Client
Software
Customer
time
#ofsoftwareprograms
usedbymarketers
Ambient
Software
Consumerization of IT
“Software is
eating the
world.”
Why Software is Eating the World, Marc Andreessen, The Wall Street Journal, August 20, 2011
“Software is
eating the
world.”
* Especially marketing.
1st order Marketing lives in
software.
The Internet and the
digital world.
1st order Marketing lives in
software.
The Internet and the
digital world.
2nd order Marketing uses
software.
Selection, i...
1st order Marketing lives in
software.
The Internet and the
digital world.
2nd order Marketing uses
software.
Selection, i...
Increasingly,
marketing is
dominated by
the dynamics
of software.
What can
marketing learn
from software
management?
Agility Innovation Scalability Talent
Agility
Agile
Management
Plan
Review
Produce
Deploy
“Waterfall” is a
predictive approach
to management.
Sprint Planning
Sprint
Sprint
Retrospective Daily
Stand-up
1 day
2-4
week
sprintsSprint
Review
Update
Backlog
Scrum is
ada...
One Big Waterfall
vs.
Many Small Agile Sprints
Each sprint cycle provides an opportunity to:
• Reap the benefits of a smaller deliverable
• Adjust your approach based on...
Part I Part II Part III Version 1 Version 2 Version 3
This is an incremental
approach — each step
offers you a chance to
a...
Version 1 Version 2 Version 3
This is an iterative
approach — each step
offers you a chance to
refine your deliverable
bas...
The 2 Pizza Rule
Prioritization of
the backlog
Sprint review
feedback
Minimize “fire drills”
and maintain focus
A strong, clear vision is
t...
• Short iteration cycles
• Adapt based on feedback
• Unambiguous prioritization
• Information transparency
• Empower small...
Kanban
• Visualize workflow
• Limit work-in-progress (WIP)
• “Pull” vs. “push”
• Continuous improvement
• Reduce waste
Kanban Pri...
Don’t confuse “waste”
and “creativity.”
Innovation
Media Messages what it sayswhere and
how it appears
most digital marketing innovation to
date (“the medium is the message”)
Media Messages
Mechanisms
the next big wave of
marketing innovation
(“the mechanism is
the message”)
what it sayswhere and...
Think more like product managers
instead of marketing managers.
– Ray Velez
“…shaping the product offering, user
experience, and interaction design.”
“…focus on understanding and
advocating for the ...
Don’t
forget the
“viable” in
Minimum
Viable
Product.
Minimum Viable Marketing
• Plausible utility/entertainment value
• Does not create “brand debt”
• Tests a hypothesis about...
innovation vs. optimization
70-20-10
20%
“Innovation Killers: How Financial Tools Destroy Your Capacity to Do New Things.”
by Clay Christensen
Design Studio Methodology
& Collaborative Design
Design Studio Methodology
1. Describe the challenge.
2. Group into mixed teams.
3. Rapidly sketch many ideas.
4. Present a...
Creative Abrasion
Scalability
Scalability Innovation
Exploit Explore
Standardization Experimentation
“Fail Not” “Fail Fast”
Low Variance High Variance
L...
Platforms
Toyota Camry
Lexus ES
Marketing
Feedback Social media, performance metrics
Iteration A/B testing, optimization
Tactic Communication/experience
C...
Photograph by John Fowler
• Websites
• Marketing technology stacks
• Content hierarchy
• Marketing data
Pace Layering appl...
Source: Corey Craig, Dell, presentation at MarTech 2015
Thinking Like an Engineer
In Marketing Automation In Pseudo Code
for(MktoLead lead in leads[]){
if (!lead.email.contains(@...
Managing (marketing) program evolution
• Unit testing, debugging
• Configuration management
• Deprecation and clean-up
• K...
Talent
technology changes
exponentially
organizations change
logarithmically
Time
Change
Technology Acceptance Model (TAM)
Conway’s
Law
A system’s
design reflects
the organization
that built it.
Illustration by Martin Fowler and James Lewis,
art...
Illustration by Martin Fowler
and James Lewis, article on
Microservices.
10X Engineer
10X Marketer
Agility Innovation Scalability Talent
Chief Marketing Technologist
http://chiefmartec.com
ion interactive, inc.
http://ioninteractive.com
sbrinker@ioninteractiv...
Scott Brinker - Hacking Marketing
Scott Brinker - Hacking Marketing
Scott Brinker - Hacking Marketing
Scott Brinker - Hacking Marketing
Scott Brinker - Hacking Marketing
Scott Brinker - Hacking Marketing
Scott Brinker - Hacking Marketing
Scott Brinker - Hacking Marketing
Scott Brinker - Hacking Marketing
Scott Brinker - Hacking Marketing
Scott Brinker - Hacking Marketing
Scott Brinker - Hacking Marketing
Scott Brinker - Hacking Marketing
Scott Brinker - Hacking Marketing
Scott Brinker - Hacking Marketing
Scott Brinker - Hacking Marketing
Scott Brinker - Hacking Marketing
Scott Brinker - Hacking Marketing
Scott Brinker - Hacking Marketing
Scott Brinker - Hacking Marketing
Scott Brinker - Hacking Marketing
Scott Brinker - Hacking Marketing
Scott Brinker - Hacking Marketing
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Scott Brinker - Hacking Marketing

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INBOUND 2015

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Scott Brinker - Hacking Marketing

  1. 1. Co-founder & CTO Software and services for interactive content. Author & Editor Blog on the entwining of marketing & technology. Program Chair Marketing tech conference.
  2. 2. Aug 2011 Sep 2012 Jan 2014 Jan 2015
  3. 3. The system dynamics of 2,000+ marketing technology vendors.
  4. 4. Software is how marketing “sees” and “touches” customers in a digital world.
  5. 5. Analytics software affects our perceptions. Marketing automation software affects our processes. Social media software affects our engagement strategy. Marketing apps software affects our touchpoints. CRM software, by definition, affects our relationships.
  6. 6. Marketer Marketing Software Web Services Client Software Customer
  7. 7. time #ofsoftwareprograms usedbymarketers Ambient Software Consumerization of IT
  8. 8. “Software is eating the world.” Why Software is Eating the World, Marc Andreessen, The Wall Street Journal, August 20, 2011
  9. 9. “Software is eating the world.” * Especially marketing.
  10. 10. 1st order Marketing lives in software. The Internet and the digital world.
  11. 11. 1st order Marketing lives in software. The Internet and the digital world. 2nd order Marketing uses software. Selection, integration, operation & ongoing maintenance of tools.
  12. 12. 1st order Marketing lives in software. The Internet and the digital world. 2nd order Marketing uses software. Selection, integration, operation & ongoing maintenance of tools. 3rd order Marketing builds software. Websites, mobile apps, data models, programmatic logic, scripts, etc.
  13. 13. Increasingly, marketing is dominated by the dynamics of software.
  14. 14. What can marketing learn from software management?
  15. 15. Agility Innovation Scalability Talent
  16. 16. Agility
  17. 17. Agile Management
  18. 18. Plan Review Produce Deploy “Waterfall” is a predictive approach to management.
  19. 19. Sprint Planning Sprint Sprint Retrospective Daily Stand-up 1 day 2-4 week sprintsSprint Review Update Backlog Scrum is adaptive.
  20. 20. One Big Waterfall vs. Many Small Agile Sprints
  21. 21. Each sprint cycle provides an opportunity to: • Reap the benefits of a smaller deliverable • Adjust your approach based on feedback • Stop wasting time on things that aren’t effective — rebalance your investment • Experiment with innovative, new ideas
  22. 22. Part I Part II Part III Version 1 Version 2 Version 3 This is an incremental approach — each step offers you a chance to adjust your trajectory. This is an iterative approach — each step offers you a chance to refine your deliverable based on feedback.
  23. 23. Version 1 Version 2 Version 3 This is an iterative approach — each step offers you a chance to refine your deliverable based on feedback. An iterative approach lets you “fail fast” — try new ideas on a small scale before scaling them.
  24. 24. The 2 Pizza Rule
  25. 25. Prioritization of the backlog Sprint review feedback Minimize “fire drills” and maintain focus A strong, clear vision is the fuel that powers the agile process.
  26. 26. • Short iteration cycles • Adapt based on feedback • Unambiguous prioritization • Information transparency • Empower small teams Agile Principles
  27. 27. Kanban
  28. 28. • Visualize workflow • Limit work-in-progress (WIP) • “Pull” vs. “push” • Continuous improvement • Reduce waste Kanban Principles
  29. 29. Don’t confuse “waste” and “creativity.”
  30. 30. Innovation
  31. 31. Media Messages what it sayswhere and how it appears most digital marketing innovation to date (“the medium is the message”)
  32. 32. Media Messages Mechanisms the next big wave of marketing innovation (“the mechanism is the message”) what it sayswhere and how it appears how it behaves form function
  33. 33. Think more like product managers instead of marketing managers. – Ray Velez
  34. 34. “…shaping the product offering, user experience, and interaction design.” “…focus on understanding and advocating for the users.”
  35. 35. Don’t forget the “viable” in Minimum Viable Product.
  36. 36. Minimum Viable Marketing • Plausible utility/entertainment value • Does not create “brand debt” • Tests a hypothesis about the market • Has a metric by which to measure success
  37. 37. innovation vs. optimization
  38. 38. 70-20-10 20%
  39. 39. “Innovation Killers: How Financial Tools Destroy Your Capacity to Do New Things.” by Clay Christensen
  40. 40. Design Studio Methodology & Collaborative Design
  41. 41. Design Studio Methodology 1. Describe the challenge. 2. Group into mixed teams. 3. Rapidly sketch many ideas. 4. Present and critique. 5. Iterate (refine & mash-up). Apply to campaigns, content, websites…
  42. 42. Creative Abrasion
  43. 43. Scalability
  44. 44. Scalability Innovation Exploit Explore Standardization Experimentation “Fail Not” “Fail Fast” Low Variance High Variance Leverage Assumptions Question Assumptions Scale Speed
  45. 45. Platforms
  46. 46. Toyota Camry Lexus ES
  47. 47. Marketing Feedback Social media, performance metrics Iteration A/B testing, optimization Tactic Communication/experience Channel Channel selection, context framing Campaign Concept, messaging, audience Brand Positioning, value proposition Company Corporate culture, values, image fast slow
  48. 48. Photograph by John Fowler • Websites • Marketing technology stacks • Content hierarchy • Marketing data Pace Layering applied to…
  49. 49. Source: Corey Craig, Dell, presentation at MarTech 2015
  50. 50. Thinking Like an Engineer In Marketing Automation 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 Wyatt, New Relic, presentation at MarTech 2015
  51. 51. Managing (marketing) program evolution • Unit testing, debugging • Configuration management • Deprecation and clean-up • Knowledge transfer • Refactoring
  52. 52. Talent
  53. 53. technology changes exponentially organizations change logarithmically Time Change
  54. 54. Technology Acceptance Model (TAM)
  55. 55. Conway’s Law A system’s design reflects the organization that built it. Illustration by Martin Fowler and James Lewis, article on Microservices.
  56. 56. Illustration by Martin Fowler and James Lewis, article on Microservices.
  57. 57. 10X Engineer 10X Marketer
  58. 58. Agility Innovation Scalability Talent
  59. 59. Chief Marketing Technologist http://chiefmartec.com ion interactive, inc. http://ioninteractive.com sbrinker@ioninteractive.com Twitter: @chiefmartec Reach me at: MarTech Conference http://martechconf.com

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