In his keynote, "Marketing Technology as Competitive Advantage," Scott Brinker discusses how martech is changing the customer experience.

1. Marketing
Magic
Technology
as a
Competitive
Advantage
Scott Brinker
@chiefmartec

2. “Any sufficiently
advanced technology
is indistinguishable
from magic.”
– Arthur C. Clarke

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

7. Everything blossoms.
Days get longer.
Temperatures heat up.
Predators emerge from hibernation.
Springtime:

10. Aug 2011 Sep 2012 Jan 2014 Jan 2015

11. My
company.

12. You
are
here.

13. You
are
here.

14. The system
dynamics
of 2,000+
marketing
technology
vendors.

21. Worldwide Marketing Software Forecast 2014-2018
Source: IDC
$20.2 billion
$32.4 billion

23. Investment data provided by
$13.7 billion
$2.6 billion
$3.3 billion
$5.6 billion 26 unicorns
$25.2 billion
300,000+
employees
$2.41 ROI
(materialized)

24. Source: Econsultancy and Tealium, 2015
51% have 21 or more vendors in 2015
(compared to 36% in 2012)

27. Marketing

28. 1 2 3

31. ZMOT: Winning the Zero Moment of Truth by Jim Lecinski

32. Marketing today
isn’t about getting
buyers to picture
your narrative…

33. It’s about getting
them to experience it.

35. Source: Patrick Spenner, CEB, presentation at MarTech 2015

37. Source: Corey Craig, Dell, presentation at MarTech 2015

38. Source: Corey Craig, Dell, presentation at MarTech 2015

41. “Technology is only as good as the story.”
– Ann Handley
But in a digital world,
programming is storytelling too.

42. • Software bought & built
• Configurations & parameters
• Algorithms & process design
• User experience (UX) design
• Data processing & flow
Digital storytelling includes:
Software functionality & flow are woven
into the narrative of your buyer’s journey.

43. Software is how
marketing “sees” and
“touches” customers
in a digital world.

44. Analytics software affects our
perceptions.
Marketing automation software
affects our processes.
Social media software affects
our engagement strategy.
Marketing apps software
affects our touchpoints.
CRM software, by definition,
affects our relationships.

45. Marketer
Marketing
Software
Web
Services
Client
Software
Customer

46. time
#ofsoftwareprograms
usedbymarketers
Ambient
Software
Consumerization of IT

49. “Software is
eating the
world.”
Why Software is Eating the World, Marc Andreessen, The Wall Street Journal, August 20, 2011

50. CMO:
I’m ready to
take over our
IT spend!
CIO: Why me?
By 2017 the CMO
will spend more on
IT than the CIO.
– Gartner

51. Technology Expertise
TechnologyAuthority Cowboy
Laggard Prisoner

52. TechnologyMarketing
Strategy
The Most Interesting Intersection in the World

53. TechnologyStrategy
Linear, strategy first
Linear, technology first
Circular, both intertwined

55. 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

56. Marketing Expertise
TechnologyExpertise
Old School
Marketers
OldSchool
IT&Engineers

57. Marketing Expertise
TechnologyExpertise
Old School
Marketers
New School:
Marketing Technologists
Creative Technologists
Growth Hackers
Chief Digital Officers
Data Scientists
OldSchool
IT&Engineers

58. Marketing Technologists

60. 81% of large firms now have a
chief marketing technologist role

66. Architecture and strategy:
the difference between
a marketing stack and
a marketing pile.

67. technology changes
exponentially
organizations change
logarithmically
technology
management is
deciding which
changes are
adopted
?
?

74. Howatson has an engineering
background and ran OpenText’s
engineering unit prior to being
appointed its CMO last October.
He started his career in IT.

75. The CMO will become not just
a business administrator, but a
technologist themselves.
“
”– Adam Howatson

76. Not everyone in
marketing
needs to be a
technologist.
Just as not everyone
in marketing
needed to be a
creative.

77. Design
Technology
Storytelling
Analytics
Technology must
become a part of
marketing’s DNA.

80. Marketing used to
work like this.
A
B

81. Today, it feels
more like this.
A
B

82. Faster cycle speeds
Fragmented channels
Feedback loops
Frequent disruptions

83. That is a dead
marketing plan.

87. Marketing used to be complicated.
Now it is complex.

88. Plan
Review
Produce
Deploy
“Waterfall” marketing
management — often a
quarterly or yearly plan.
“Waterfall” is a
predictive approach
to management.

89. Not
predictable
A
B
Reasonably
predictable

91. Sprint Planning
Sprint
Sprint
Retrospective Daily
Stand-up
1 day
2-4
weeks
Sprint
Review
Update
Backlog

92. Update
Backlog
• Write a case study
• Configure new nurture
email campaign in MAP
• Create a landing page
• Launch new Google
keyword group
• Connect with a social
media influencer

93. One Big Waterfall
vs.
Many Small Agile Sprints

94. Each sprint cycle provides an opportunity to:
• Reap the benefits of a smaller deliverable
• Adjust your approach based on feedback
• Stop wasting time on things that aren’t effective
— rebalance your investment
• Experiment with innovative, new ideas

95. Part I Part II Part III Version 1 Version 2 Version 3
This is an incremental
approach — each step
offers you a chance to
adjust your trajectory.
This is an iterative
approach — each step
offers you a chance to
refine your deliverable
based on feedback.

96. Version 1 Version 2 Version 3
This is an iterative
approach — each step
offers you a chance to
refine your deliverable
based on feedback.
An iterative approach lets
you “fail fast” — try new
ideas on a small scale
before scaling them.

97. Prioritization of
the backlog
Sprint review
feedback
Minimize “fire drills”
and maintain focus
A strong, clear vision is
the fuel that powers the
agile process.

98. 1 2 3

99. “…the key meta-trends that will define
how all marketing is done in a world of
technology enablement...”
– Terence Kawaja, CEO
LUMA Partners
“…helps the reader to understand how
technology can be used for both successful
marketing strategy and execution.”
– Jonathan Becher, CMO
SAP
Download a free copy of my book at chiefmartec.com

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