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KEYNOTE: Welcome to MarTech: Hacking Marketing By Scott Brinker

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KEYNOTE BY SCOTT BRINKER From the #MarTech Conference in San Francisco, California, March 21-22, 2016. SESSION: Keynote: Hacking Marketing: The Entanglement Of Marketing & Software. PRESENTATION: Welcome to MarTech: Hacking Marketing - Given by Scott Brinker, @chiefmartec - chiefmartec.com, Conference Chair, Editor & Publisher

Published in: Marketing
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KEYNOTE: Welcome to MarTech: Hacking Marketing By Scott Brinker

  1. Welcome to Hacking Marketing Scott Brinker Program Chair @chiefmartec
  2. #MarTech @chiefmartec
  3. Co-founder & CTO Software and services for interactive content. Editor Blog on the entwining of marketing & technology. Program Chair Marketing tech conference.
  4. Lindsay Chastain Jeff Eckman David Lewis Erica Seidel MODERATORS
  5. Let’s play NAME THAT PROFESSION
  6. Analytical Creative
  7. Analytical Programming Creative Design
  8. Analytical Programming Automation Creative Design Experience
  9. Marketing Software Development
  10. Marketing & Software
  11. 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
  12. bit.ly/MarTech16 Participate in Our 2nd Almost-Annual Study A participant will be selected at random to win their choice of an Apple Watch Sport or Android Wear The State of the Marketing Technology Profession
  13. Photo: @DelphicDigital
  14. Suite
  15. Platform
  16. Multi-Platform
  17. Commerce & Sales Data Management Social & Relationships Content & Experience Advertising & Promotion
  18. http://www.thebluehive.com
  19. http://www.blue-hive.com
  20. ~150 ~350 ~1,000 ~2,000 2011 2012 2014 2015 ~3,500 (3,874 logos) 2016
  21. classic scope of marketing
  22. classic scope of marketing minimum scale of a successful software company
  23. modern scope of marketing
  24. modern scope of marketing smaller software companies can succeed too
  25. time + - currently active martech vendors 2016 estimation
  26. time peak martech landscape
  27. What can marketers learn from software management to thrive in this environment? Now that marketing and software are thoroughly entangled…
  28. 1 2 3 4 5 6 7 8 time Plan Design Deploy Review Waterfall vs. Agile
  29. “The medium is the message.” – Marshall McLuhan the art of communications what it says how and where it appears
  30. Mechanisms what it says how and where it appears how it behaves what it does the art of customer experience
  31. Passive Content Interactive Content Audience Delivers Innovation Consumes Participates Information Services Media Mechanisms Examples Blogs E-books Reports Webinars Assessments Calculators Configurators Quizzes
  32. Code UX Software product managers
  33. Mechanisms Code CX UX Marketing Software marketing managers product managers ≈
  34. ScalabilityInnovation Experimentation Standardization Explore Exploit “Fail Fast” “Fail Not” Question Assumptions Leverage Assumptions Speed Dependability
  35. Can we manage both with one framework? No, but we can manage them with two…
  36. 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.
  37. Core Edge Transition Bimodal marketing Transition from the edge to the core is carefully controlled — like a “stage gate” innovation process. It’s okay for non-scalable programs to remain in the edge.
  38. Company Brand Campaign Channel Tactic Iteration Feedback years months weeks days fast slow pace of change real-time corporate culture,values, image positioning,value proposition concept, audience,messaging media mix,context framing communications,experiences A/B testing,personalization social media, metricsMarketingPaceLayers
  39. fast slow pace of change • marketing strategy • marketing operations • marketing technology stack • website design • marketing data pace layers apply to: Design governance and architecture to facilitate layers changing at their own pace.
  40. Jesse James Garrett (jjg@jjg.net)
  41. “Great designs come from great designers.” – Fred Brooks
  42. “The differences are not minor – they are rather like the differences between Salieri and Mozart.” – Fred Brooks
  43. “The difference between the great and the average approach an order of magnitude.” – Fred Brooks
  44. The “Myth” of the 10X Engineer
  45. 1.  Talent 2.  Opportunity 3.  Leverage
  46. The “Myth” of the 10X Engineer 10X Marketer
  47. 2016 Stackies Awards for sharing visualizations of how marketing technology stacks are organized and managed judged by
  48. 41 Marketing Stacks
  49. CRM Website/Blog Advocacy Ad Tech Webinar Awareness Consideration Purchase Web Analytics Marketing Automation Database Social Selling Customer Advocacy ABM DOMarketing (FrontOffice) RUNMarketing (BackOffice) Social Budgeting, Planning, Performance Analytics ‘Stackie’ CRM Customer Success
  50. Honorable Mentions
  51. Winners
  52. Connective DX PitchBook Data Delphic Digital Acrolinx Uberflip Congratulations to the Winners
  53. bit.ly/MarTech16 Participate in Our 2nd Almost-Annual Study A participant will be selected at random to win their choice of an Apple Watch Sport or Android Wear The State of the Marketing Technology Profession
  54. Happy Hacking Thank You Scott Brinker Program Chair @chiefmartec

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