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

1. HACKING MARKETING
Scott Brinker
@chiefmartec

2. Co-founder & CTO
Software and services
for interactive content.
Author & Editor
Blog on the entwining of
marketing & technology.
Program Chair
Marketing tech
conference.

5. ~150 ~350 ~1,000 ~2,000
2011 2012 2014 2015
~3,500
(3,874 logos)
2016

6. Let’s play
NAME THAT PROFESSION

7. B) Software Development
A) Marketing

8. Analytical Creative

9. Analytical
Programming
Creative
Design

10. Analytical
Programming
Automation
Creative
Design
Experience

11. Marketing
Software
Development

12. Marketing
& Software

14. 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

15. What can marketers learn
from software developers?

16. Agile & Lean

17. 1 2 3 4 5 6 7 8
time
Plan
Design
Deploy
Review
Waterfall
vs. Agile

18. 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:

19. Innovation

20. “The medium is the message.”
– Marshall McLuhan
the
art
of
communications
what it
says
how and
where it
appears

21. Mechanisms
what it
says
how and
where it
appears
how it
behaves
what it
does
the
art
of
customer
experience

22. Passive
Content
Interactive
Content
Audience
Delivers
Innovation
Consumes Participates
Information Services
Media Mechanisms
Examples Blogs
E-books
Reports
Webinars
Assessments
Calculators
Configurators
Quizzes

32. Mechanisms
CX
Marketing
marketing managers
customer experience

33. Code
UX
Software
product managers
user experience

34. Mechanisms Code
CX UX
Marketing Software
marketing managers product managers
≈

36. 1. Big ideas
Meaningful learning more
valuable than optimization.

37. 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

38. 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.

39. action
What ultimately
matters is using
data and testing
to develop
remarkable
customer
experiences.

40. Scalability

41. ScalabilityInnovation
Experimentation Standardization
Explore Exploit
“Fail Fast” “Fail Not”
Question
Assumptions
Leverage
Assumptions
Speed Dependability

42. Can we manage both with one framework?
No, but we can manage them with two…

43. 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.

44. 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.

50. 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

51. 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.

52. Talent

54. “Great designs come from
great designers.”
– Fred Brooks

55. “The differences are not minor –
they are rather like the differences
between Salieri and Mozart.”
– Fred Brooks

56. “The difference between
the great and the average
approach an order of magnitude.”
– Fred Brooks

57. The “Myth” of the
10X Engineer

58. 1. Talent
2. Opportunity
3. Leverage

59. The “Myth” of the
10X Engineer
10X Marketer

60. “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

61. Chief Marketing Technologist
http://chiefmartec.com
ion interactive, inc.
http://ioninteractive.com
sbrinker@ioninteractive.com
Twitter: @chiefmartec
Email me at:
MarTech Conference
http://martechconf.com