#MarTechFest 2019 - Scott Brinker
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#MarTechFest 2019 - Scott Brinker
Nov. 5, 2019•0 likes•1,358 views
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Marketing
Everything You Need to Know to Develop Your MarTech plan in 2020 & Beyond
Martech AllianceFollow
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#MarTechFest 2019 - Scott Brinker
- Everything You Need to Know to Develop Your MarTech Plan in 2020 & Beyond Scott Brinker @chiefmartec Platforming Marketing One Key Idea
- @chiefmartec VP Platform Ecosystem Editor Program Chair Scott Brinker @chiefmartec
- @chiefmartec
- @chiefmartec “More martech!”
- @chiefmartec engineering science rigor
- @chiefmartec
- @chiefmartec
- @chiefmartec WTF?
- @chiefmartec gather requirements evaluate options plan build/ buy adopt adopt use learn add more use cases expand to more teams & users time “Waterfall” “Agile” often on a small scale, possibly as freemium or free trial
- @chiefmartec I’m Curious You’re Curious
- @chiefmartec Shadow marketing can be just as bad as shadow IT.
- @chiefmartec
- @chiefmartec
- @chiefmartec OpenView,”The State of Product Led Growth” July 2019, n > 500 58% offer freemium or free trial SaaS Trend: Product-Led Growth
- @chiefmartec
- @chiefmartec OpenView,”The State of Product Led Growth” July 2019, n > 500 free version no free version 41% 14% product can be used practically immediately Product-Led Growth = Ease of Product Adoption
- @chiefmartec Blissfully, “2019 SaaS Trends Report”
- @chiefmartec gather requirements evaluate options plan build/ buy adopt adopt use learn add more use cases expand to more teams & users time “Waterfall” “Agile” often on a small scale, possibly as freemium or free trial
- @chiefmartec cost,risk&dependencies in a fast-changing world, more tech adoption happens under uncertainty “Agile” “Waterfall” certainty
- “Agile”“Waterfall” 80’s 90’s 00’s 10’s 20’s? on-prem, monolithic, expensive cloud-based platforms, freemium/free trials, service-oriented architectures @chiefmartec
- @chiefmartec Martech is marketing.
- @chiefmartec FALSE martech = marketing TRUE martech ⊂ marketing a “proper subset” for my fellow math geeks
- @chiefmartec marketing martech
- @chiefmartec assisted embedded absorbed dominated marketing marketing marketing martech martech martech martech marketing
- @chiefmartec assisted embedded absorbed martech maturity
- @chiefmartec dominated (AI)
- @chiefmartec assisted embedded absorbed martech maturity
- @chiefmartec assisted embedded absorbed most companies with marketing ops are here
- @chiefmartec assisted embedded absorbed most companies with marketing ops are here how do we move here?
- @chiefmartec absorbed why move here?
- @chiefmartec embedded absorbed speed bandwidth creativity learning wait in queue instant self-service narrow & sequential wide & parallel limited to a few many diverse ideas limited to a few widely distributed goal controlled efficiency adaptability Martech Maturity
- @chiefmartec absorbed wide & parallel many diverse ideas widely distributed adaptability instant self-service
- @chiefmartec Self Absorbed?
- @chiefmartec absorbed wide & parallel many diverse ideas widely distributed adaptability instant self-service How much can a marketer in your organization self-serve? New data analysis New website content New data collection New automated workflows New A/B test
- @chiefmartec What am I waiting on others for?
- @chiefmartec 20% 42% 25% 9% 3% < 6 months 6-12 months > 1 year > 2 years don’t know Source: PointSource, 2017 Executing Digital Transformation Study Average duration of a technical initiative from business request to deployment 34% more than a year
- @chiefmartec Idea Wait in Queue Initial Build Feedback Final Build Idea Initial Build Feedback Iterate Until Done time Restart to Iterate Central Service Self- Service
- @chiefmartec time Central Service Self- Service Project 1 Project 2 Project 3 Project 1 Project 2 Project 3
- @chiefmartec embedded absorbed speed bandwidth creativity learning wait in queue narrow & sequential limited to a few many diverse ideas limited to a few widely distributed goal controlled efficiency adaptability instant self-service wide & parallel Martech Maturity
- @chiefmartec absorbed instant self-service 5. Permission (Empowerment) 6. Preparation (Enablement) 7. Principles (Guardrails) 8. Passion 1. Platforms (The Commons) 2. Partitions (Modular Design) 3. Permissioning (Governance) 4. Perception (Monitoring) Technology People The 8 P’s of Self-Service Martech
- @chiefmartec
- @chiefmartec low variance high variance statutory law case law
- @chiefmartec gather requirements evaluate options plan build/ buy adopt adopt use learn add more use cases expand to more teams & users time “Waterfall” “Agile” often on a small scale, possibly as freemium or free trial
- @chiefmartec adopt use learn add more use cases expand to more teams & users time “Agile” often on a small scale, possibly as freemium or free trial this can be self-service
- @chiefmartec cost,risk&dependencies in a fast-changing world, more tech adoption happens under uncertainty “Agile” “Waterfall” certainty
- @chiefmartec You get a CRM! You get a CRM! Everybody gets a CRM!
- @chiefmartec
- @chiefmartec
- @chiefmartec Self Service Documentation and tools that builders use to learn (e.g., wikis) Provide builders with freedom and flexibility to come up with new ideas Building Twice Philosophy that it’s ok for a limited set of people to build the same thing Reduce the time it takes to gain concurrence in a big, complex organization Dirk Didascalou
- @chiefmartec
- @chiefmartec
- @chiefmartec The Tower of Babel Peter Bruegel the Elder (1563)
- @chiefmartec suite vs. best-of-breed
- @chiefmartec platform ecosystems
- @chiefmartec Experts Engineers software vs. services build vs. buy blended models of software & services custom apps & ops on a common core Ecosystems suite vs. best-of-breed platform ecosystems First Golden Age of Martech Second Golden Age of Martech
- @chiefmartec
- @chiefmartec
- @chiefmartec UNF*CKING MARKETIN G MAKE YOUR MARTECH STACK THE SH*T
- @chiefmartec UNF*CKING MARKETIN G MAKE YOUR MARTECH STACK THE SH*T “Stop that! Stop that!”
- @chiefmartec
- @chiefmartec platform (marketplace) platform (technology) matching/brokering producers & consumers common foundation for building integrated systems
- @chiefmartec
- @chiefmartec product platform functionality built by internal product team functionality built by internal product team and external ecosystem
- @chiefmartec product platform
- @chiefmartec DATA depth of integration layerofintegration
- @chiefmartec
- @chiefmartec DATA WORKFLOW depth of integration layerofintegration
- @chiefmartec
- @chiefmartec DATA WORKFLOW UI/UX depth of integration layerofintegration
- @chiefmartec
- @chiefmartec DATA WORKFLOW UI/UX GOVERNANCE depth of integration layerofintegration nouns language grammar verbs
- @chiefmartec To integrate or not to integrate, That is the question. Whether ‘tis nobler in marketing To suffer the lost customers and poor insights of siloed data Or to buy a platform with a sea of certified apps And by clicking connect them. – Hamlet, CMO of Denmark
- @chiefmartec To integrate or not to integrate, That is the question. Whether ‘tis nobler in marketing To suffer the lost customers and poor insights of siloed data Or to buy a platform with a sea of certified apps And by clicking connect them. – Hamlet, CMO of Denmark “Stop that! Stop that!”
- @chiefmartec product platform speed bandwidth creativity learning wait in backlog anyone can build now narrow & sequential wide & parallel limited to internal staff diverse external ideas limited to internal staff wide external learning goal owned innovation open innovation Platform Maturity
- @chiefmartec Product Platform Platform Transformation • Pipelines to platforms • Value created beyond the firm, across the ecosystem • Consumer experience and producer experience
- @chiefmartec Project Product Marketing Transformation • Campaigns to “always on” • Marketing managers to “product managers” • Creating assets to owning customer experiences
- @chiefmartec Project Product Product Platform Marketing Transformation Platform Transformation • Campaigns to “always on” • Marketing managers to “product managers” • Creating assets to owning customer experiences • Pipelines to platforms • Value created outside the firm from the ecosystem • Consumer experience and producer experience
- @chiefmartec Project Product Product PlatformProduct Marketing Platformation
- @chiefmartec assisted embedded absorbed Project PlatformProduct Marketing Platformation
- @chiefmartec
- @chiefmartec trough of disillusionment peak of inflated expectations slope of enlightenment technology trigger expectations over time
- @chiefmartec trough of disillusionment peak of inflated expectations slope of enlightenment technology trigger expectations over time Is martech in the trough of disillusionment?
- @chiefmartec trough of disillusionment peak of inflated expectations slope of enlightenment technology trigger opportunity expectations over time Is martech in the trough of disillusionment?
- Editor http://chiefmartec.com sbrinker@chiefmartec.com Twitter: @chiefmartec Email me at: Program Chair http://martechconf.com VP Platform Ecosystem http://www.hubspot.com