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Lessons in marketing (from developers) (1)

Developers aren't known for their love of marketing! There's often a wide divide between technical and non-technical roles. but in reality we share a lot of the same challenges - doing more with less, measuring what works and connecting with users. This talk shares lessons from software development that marketers can use to create more accountable, data-driven marketing. Learn why marketers must be artists, scientists and politicians and how to balance these roles.

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Lessons in marketing (from developers) (1)

  1. 1. What I’ve learnt about marketing from people who hate marketing. Nicole Williams, Marketing Manager, SilverStripe
  2. 2. 64 SilverStripers 44 Developers 1 Marketer…
  3. 3. 65 SilverStripers 44 Developers 2 Marketers!
  4. 4. “An ad that pretends to be art is - at absolute best - like someone who smiles at you only because he wants something from you. This is dishonest, but what’s insidious is the cumulative effect that such dishonesty has on us; since it offers the perfect simulacrum of goodwill without goodwill’s real substance, it messes with our heads and eventually starts upping our defenses even in cases of genuine smiles and real art and true goodwill. It makes us feel confused and lonely and impotent and angry and scared. It causes despair.” David Foster Wallace, author and English professor
  5. 5. Image: Marketing tips from people who hate marketing?
  6. 6. Challenge How do we deliver the most value?
  7. 7. Lesson 1: Continuous Improvement wins over perfection
  8. 8.
  9. 9. Many little experiments over one big bet.
  10. 10. Plan. Create. Release. Measure. Repeat.
  11. 11. Experiments have: A hypothesis A control A test Results Conclusion
  12. 12. Challenge Is it working?
  13. 13. Lesson 2: Be driven by data, not opinions
  14. 14. “Half my advertising is wasted, I just don’t know which half.” - John Wannamaker, US Retailer
  15. 15. What is your most important metric?
  16. 16. SilverStripe Open Source Software Our 1 key metric?
  17. 17. Software downloads?
  18. 18. The number of new developers watching our online lessons.
  19. 19. Hypothesis: Traffic from homepage was “cold” No clear start point No expectation of outcome 25% Conversion
  20. 20. Changes: Changed homepage link label to “warm” Spelled out what lessons would provide Created a 1-hour series 75% Conversion
  21. 21. Hypothesis Control Test Results Conclusion?
  22. 22. Low-fi wins.
  23. 23. Challenge How do we build software users will love?
  24. 24. Lesson 3: Your customers are NOT Stereotypes
  25. 25. Personas vs Stereotypes Mother Aged 25-40 HHI $60K+
  26. 26. Stereotypes depersonalize.
  27. 27. Your fastest caffeine fix ever.
  28. 28. Take a moment for you.
  29. 29. It’s never just coffee.
  30. 30. It’s our job to create empathy.
  31. 31. Are you Technical or Non-Technical?
  32. 32. Flour + Yeast Image:
  33. 33. Startups don’t fail because they can’t build the product. They fail because they can’t get traction for their product. ~ Ryan Hoover, Founder, Product Hunt
  34. 34. Technical + Traction Image:
  35. 35. US Fortune 1,000 companies 34 marketing directors at board executive level That’s 0.1%
  36. 36. [Marketers must be] part artist - leading their teams to develop inspiring campaigns; part scientist - analysing and uncovering value from huge volumes of variable data; and part politician - being relationships and becoming great communicators” ~ Andrea Ward, VP marketing, Oracle Marketing Cloud
  37. 37. Thanks! Nicole Williams, Marketing Manager, SilverStripe @envycollect |