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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. 1. HACKING  MARKETING   Sco$  Brinker   @chiefmartec  
  2. 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.  
  3. 3. Aug  2011   Sep  2012   Jan  2014   Jan  2015  
  4. 4. Marketer   Marke3ng   So5ware   Web   Services   Client   So5ware   Customer  
  5. 5. “SoGware  is   eaJng  the   world.”   Why  So5ware  is  Ea3ng  the  World,  Marc  Andreessen,  The  Wall  Street  Journal,  August  20,  2011  
  6. 6. “SoGware  is   eaJng  the   world.”   *  Especially  markeJng.  
  7. 7. Source:  Signal,  September  2014   Evolving  rapidly   Evolving  at   light  speed   Has  been   growing   steadily  Has   evolved   slightly  Not   much  
  8. 8. My   company.  
  9. 9. You   are   here.  
  10. 10. You   are   here.  
  11. 11. The  system   dynamics   of  2,000+   markeJng   technology   vendors.  
  12. 12. Worldwide  Marke3ng  So5ware  Forecast  2014-­‐2018   Source:  IDC   $20.2  billion   $32.4  billion  
  13. 13. 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)  
  14. 14. STACK  
  15. 15. Source:  Ascend2,  August  2015   67%  of  marketers  say  they  don’t   have  all  the  tools  they  need  
  16. 16. Source:  Ascend2,  August  2015   87%  of  marketers  say   markeJng  technology  is   improving  markeJng   performance  
  17. 17. The  MarkeJng  Technology   Landscape  Isn’t  That  Scary  
  18. 18. Architecture  and  strategy:   the  difference  between   a  markeJng  stack  and   a  markeJng  pile.  
  19. 19. MarkeJng  
  20. 20. Marke3ng  today   isn’t  about  geQng   buyers  to  picture   your  narra3ve…  
  21. 21. It’s  about  geQng   them  to  experience  it.  
  22. 22. Media   Messages   what  it  says  where  and   how  it  appears   most  digital  marke3ng  innova3on  to   date  (“the  medium  is  the  message”)  
  23. 23. 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  
  24. 24. Source:  Corey  Craig,  Dell,  presenta1on  at  MarTech  2015  
  25. 25. Source:  Corey  Craig,  Dell,  presenta1on  at  MarTech  2015  
  26. 26. “Technology  is  only  as  good  as  the  story.”   –  Ann  Handley   But  in  a  digital  world,   programming  is  storytelling  too.  
  27. 27. •  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.  
  28. 28. 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  
  29. 29. Technology  Exper3se   Technology  Authority   Cowboy   Laggard   Prisoner  
  30. 30. Technology  MarkeJng   Strategy   The  Most  InteresJng  IntersecJon  in  the  World  
  31. 31. Technology  Strategy   Linear,  strategy  first  
  32. 32. Technology  Strategy   Linear,  strategy  first   Linear,  technology  first  
  33. 33. Technology  Strategy   Linear,  strategy  first   Linear,  technology  first   Circular,  both  intertwined  
  34. 34. 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  
  35. 35. Marke3ng  Exper3se   Technology  Exper3se   Old  School   Marketers   Old  School   IT  &  Engineers  
  36. 36. Marke3ng  Exper3se   Technology  Exper3se   Old  School   Marketers   New  School:   MarkeJng  Technologists   CreaJve  Technologists   Growth  Hackers   Chief  Digital  Officers   Data  ScienJsts   Old  School   IT  &  Engineers  
  37. 37. MarkeJng  Technologists  
  38. 38. 81%  of  large  firms  now  have  a   chief  marke3ng  technologist  role  
  39. 39. 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.
  40. 40. The  CMO  will  become  not  just   a  business  administrator,  but  a   technologist  themselves. “ ”–  Adam  Howatson
  41. 41. Not  everyone  in   markeJng   needs  to  be  a   technologist.   Just  as  not  everyone   in  markeJng   needed  to  be  a   creaJve.  
  42. 42. Design   Technology   Storytelling   Analy3cs   Technology  must   become  a  part  of   marke3ng’s  DNA.  
  43. 43. What  can  marketers  learn   from  soGware  developers?  
  44. 44. •  Short  itera3on  cycles   •  Adapt  based  on  feedback   •  Unambiguous  priori3za3on   •  Informa3on  transparency   •  Empower  small  teams   Agile  Principles  
  45. 45. Plan   Review   Produce   Deploy  
  46. 46. Sprint  Planning   Sprint   Sprint   RetrospecJve   Daily   Stand-­‐up   1 day 2-4 week sprintsSprint   Review   Update   Backlog  
  47. 47. One  Big  Waterfall   vs.   Many  Small  Agile  Sprints  
  48. 48. •  Visualize  workflow   •  Limit  work-­‐in-­‐progress  (WIP)   •  “Pull”  vs.  “push”   •  Con3nuous  improvement   •  Reduce  waste   Kanban  Principles  
  49. 49. Think  more  like  product  managers   instead  of  marke3ng  managers.   –  Ray  Velez  
  50. 50. “…shaping  the  product  offering,  user   experience,  and  interacJon  design.”   “…focus  on  understanding  and   advocaJng  for  the  users.”  
  51. 51. 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  
  52. 52. Scalability   InnovaJon   Exploit   Explore   Standardiza3on   Experimenta3on   “Fail  Not”   “Fail  Fast”   Low  Variance   High  Variance   Leverage   Assump3ons   Ques3on   Assump3ons   Scale   Speed  
  53. 53. 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  
  54. 54. Photograph  by  John  Fowler   •  Websites   •  Marke3ng  technology  stacks   •  Content  hierarchy   •  Marke3ng  data   Pace  Layering  applied  to…  
  55. 55. 10X  Engineer   10X  Marketer  
  56. 56. 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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