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Hacking Marketing


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Marketers can learn from software developers to harness—rather than struggle against—the dynamics of a digital world.

Scott Brinker says of Hacking Marketing, “My goal was to help marketers at all levels—even those with no technical background or inclination—adapt marketing management to the wild and wonderful whirlwind of a world now dominated by software.”

“When you realize that marketers are now paddling water up to their chins in websites (software), analytics (software), social media (software), marketing automation (software), interactive content (software), mobile apps (software), and so on, it starts to seem obvious. Software has eaten the world—and marketing too.”

“To effectively harness the digital forces of software, we must not only innovate what we produce in marketing, but innovate how we produce it too.”

“It’s time to rethink marketing management for a software-powered world.”

Learn how in this presentation by Scott Brinker @chiefmartec

Published in: Marketing

Hacking Marketing

  1. 1. HACKING MARKETING Scott Brinker @chiefmartec
  2. 2. Co-founder & CTO Software and services for interactive content. Author & Editor Blog on the entwining of marketing & technology. Program Chair Marketing tech conference.
  3. 3. ~150 ~350 ~1,000 ~2,000 2011 2012 2014 2015 ~3,500 (3,874 logos) 2016
  4. 4. Let’s play NAME THAT PROFESSION
  5. 5. B) Software Development A) Marketing
  6. 6. Analytical Creative
  7. 7. Analytical Programming Creative Design
  8. 8. Analytical Programming Automation Creative Design Experience
  9. 9. Marketing Software Development
  10. 10. Marketing & Software
  11. 11. Thinking Like an Engineer In Marketing Automation In Pseudo Code for(MktoLead lead in leads[]){ if (! & 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. 12. What can marketers learn from software developers?
  13. 13. Agile & Lean
  14. 14. 1 2 3 4 5 6 7 8 time Plan Design Deploy Review Waterfall vs. Agile
  15. 15. 1 2 3 4 5 6 7 8 time • respond to new events and information • deploy viable work into the market sooner • adjust your approach based on feedback • stop wasting time on ineffective programs • experiment with innovative, new ideas each sprint is an opportunity to:
  16. 16. Innovation
  17. 17. “The medium is the message.” – Marshall McLuhan the art of communications what it says how and where it appears
  18. 18. Mechanisms what it says how and where it appears how it behaves what it does the art of customer experience
  19. 19. Passive Content Interactive Content Audience Delivers Innovation Consumes Participates Information Services Media Mechanisms Examples Blogs E-books Reports Webinars Assessments Calculators Configurators Quizzes
  20. 20. Mechanisms CX Marketing marketing managers customer experience
  21. 21. Code UX Software product managers user experience
  22. 22. Mechanisms Code CX UX Marketing Software marketing managers product managers ≈
  23. 23. 1. Big ideas Meaningful learning more valuable than optimization.
  24. 24. possible ideas performance local maximum non-adjacent maximum from a local maximum, adjacent steps are unable to improve finding a better maximum requires a jump to a new region
  25. 25. 1. Big ideas 2. Big tent 3. Big deal Exploring big data helps us generate new hypotheses to test. Meaningful learning more valuable than optimization. Many in the organization are empowered to run tests. Executives vocally support a culture of experimentation.
  26. 26. action What ultimately matters is using data and testing to develop remarkable customer experiences.
  27. 27. Scalability
  28. 28. ScalabilityInnovation Experimentation Standardization Explore Exploit “Fail Fast” “Fail Not” Question Assumptions Leverage Assumptions Speed Dependability
  29. 29. Can we manage both with one framework? No, but we can manage them with two…
  30. 30. 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.
  31. 31. 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.
  32. 32. 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
  33. 33. 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.
  34. 34. Talent
  35. 35. “Great designs come from great designers.” – Fred Brooks
  36. 36. “The differences are not minor – they are rather like the differences between Salieri and Mozart.” – Fred Brooks
  37. 37. “The difference between the great and the average approach an order of magnitude.” – Fred Brooks
  38. 38. The “Myth” of the 10X Engineer
  39. 39. 1.  Talent 2.  Opportunity 3.  Leverage
  40. 40. The “Myth” of the 10X Engineer 10X Marketer
  41. 41. “A brilliant road map.” – Ram Krishnan SVP & CMO, PepsiCo “A compelling model.” – John L. Kennedy CMO, Xerox “A terrific manifesto.” – David C. Edelman McKinsey & Company “A must-read operating manual for CMOs.” – Ajay Agarwal Bain Capital Available now at
  42. 42. Chief Marketing Technologist ion interactive, inc. Twitter: @chiefmartec Email me at: MarTech Conference