In this edition of Training Series Live!, Lauren Curley, Marketing Director for Landmark Property Services, discussed how marketers today need to start thinking like technologists in order to build more effective marketing strategies.

1. Think Like A Technologist
The Inevitable Intersection Between
Marketing and Technology
Lauren Curley - Landmark Property Services, Inc.

5. Spanning silos is the
marketing challenge of our
time.
1
David Aaker, Spanning Silos (2008)

6. Technologists are the intersection
point between our brand and our
customer.

7. Who is the customer for
technology?

9. Good software/
technology aims to
solve a problem.

10. Technology can help
you do things more
easily.

11. "A lot of businesses
today are using tech to
show that they're using
tech."
--Scott Stratten, Author of QR
Codes Kill Kittens

12. "Every time you use a
QR code for your
business because you can
and not because you
should, whether your
market wants it or not,
a kitten dies - a sweet
innocent kitten."

14. Working in marketing today is like
being a hamster on an accelerating
wheel.

16. Marketing’s transformation is driven by the
enormous power and ubiquitous spread of
technology. So pervasive is technology today
that it is virtually meaningless to make
distinctions between technology and
nontechnology businesses and industries:
there are only technology companies.
--Regis McKenna, "Marketing is Everything," Harvard
Business Review

17. Marketing’s transformation is driven by the
enormous power and ubiquitous spread of
technology. So pervasive is technology today
that it is virtually meaningless to make
distinctions between technology and
nontechnology businesses and industries:
there are only technology companies.
--Regis McKenna, "Marketing is Everything," Harvard
Business Review, 1991

18. There is still a significant
skills gap, especially in
smaller metro areas and
smaller companies.

19. In a survey of the Virginia
Apartment Management
Association (VAMA) conducted in
March and April 2014:
50% of respondents who make
purchasing decisions for their
community(ies) said that they have
made the decision not to launch a
new technology because they didn’t
understand the technology or felt
that they lacked the technical skills
to successfully implement the
technology.

20. 45% of respondents who make
purchasing decisions for their
community(ies) said that they
launched a new technology without
fully understanding that
technology.

21. By 2017, Marketers will
spend more on technology
than IT Departments
Gartner Study of CMOs published in 2012

22. We Don't Know What We
Don't Know

23. In the VAMA survey, when asked to
rate their knowledge of marketing on a
scale of 1-10 (1 being poor and 10 being
expert), the average respondent rated
their knowledge of marketing as a 7.
Yet...

24. 4 72% of respondents were unfamiliar with 19
commonly used marketing technologies available
today (i.e. call tracking, lead management and
responsive design websites).
4 72% of respondents were also unfamiliar with 21
commonly used technology terms (i.e. FTP, HTML and
wireframes).

25. Where do we start?

26. Where do we start?
1. Embrace your customer by embracing marketing as a
service
2. Reject silos through cross-disciplinary collaboration.
3. Create a data-driven customer experience.
4. Act like a technology firm.
5. Be curious.

27. Step 1:
Marketing as A Service

28. Your brand should be a
problem solver in the life of
your residents.

29. Life can be much broader once
you discover one simple fact, and
that is - everything around you
that you call life, was made up by
people that were no smarter than
you. And you can change it, you
can influence it, you can build
your own things that other
people can use.
-Steve Jobs
"One Last Thing" Interview, PBS
(1994)

30. Step 2:
Reject Silos. Embrace
Cross-disciplinary
collaboration.

31. The future of marketing is about
partnerships - inside and outside your
organization.
Make sure ALL of the right people are
at the table

32. Step 3:
Create a data-driven
customer experience

33. The ability to understand and use data
is one of the best differentiators for a
company

34. Step 4:
Act Like a Technology Firm

35. Technologists and programmers have
moved away from a strict reliance on
the expensive, slow and often over-
engineered planning stages toward
agile and incremental development.

36. The Agile Manifesto
We Value:
4 Individuals and interactions over processes and tools
4 Working software over comprehensive
documentation
4 Customer collaboration over contract negotiation
4 Responding to change over following a plan

38. "F**K It, They Changed It
(Again)!"

39. Step 5:
Be Curious