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"Marketing Technology as Competitive Advantage" - Scott Brinker, Digital Velocity 2015


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

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"Marketing Technology as Competitive Advantage" - Scott Brinker, Digital Velocity 2015

  1. 1. Marketing Magic Technology as a Competitive Advantage Scott Brinker @chiefmartec
  2. 2. “Any sufficiently advanced technology is indistinguishable from magic.” – Arthur C. Clarke
  3. 3. Co-founder & CTO Software and services for interactive content. Author & Editor Blog on the entwining of marketing & technology. Program Chair Marketing tech conference.
  4. 4. Everything blossoms. Days get longer. Temperatures heat up. Predators emerge from hibernation. Springtime:
  5. 5. Aug 2011 Sep 2012 Jan 2014 Jan 2015
  6. 6. My company.
  7. 7. You are here.
  8. 8. You are here.
  9. 9. The system dynamics of 2,000+ marketing technology vendors.
  10. 10. Worldwide Marketing Software Forecast 2014-2018 Source: IDC $20.2 billion $32.4 billion
  11. 11. 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)
  12. 12. Source: Econsultancy and Tealium, 2015 51% have 21 or more vendors in 2015 (compared to 36% in 2012)
  13. 13. Marketing
  14. 14. 1 2 3
  15. 15. ZMOT: Winning the Zero Moment of Truth by Jim Lecinski
  16. 16. Marketing today isn’t about getting buyers to picture your narrative…
  17. 17. It’s about getting them to experience it.
  18. 18. Source: Patrick Spenner, CEB, presentation at MarTech 2015
  19. 19. Source: Corey Craig, Dell, presentation at MarTech 2015
  20. 20. Source: Corey Craig, Dell, presentation at MarTech 2015
  21. 21. “Technology is only as good as the story.” – Ann Handley But in a digital world, programming is storytelling too.
  22. 22. • 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.
  23. 23. Software is how marketing “sees” and “touches” customers in a digital world.
  24. 24. 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.
  25. 25. Marketer Marketing Software Web Services Client Software Customer
  26. 26. time #ofsoftwareprograms usedbymarketers Ambient Software Consumerization of IT
  27. 27. “Software is eating the world.” Why Software is Eating the World, Marc Andreessen, The Wall Street Journal, August 20, 2011
  28. 28. 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
  29. 29. Technology Expertise TechnologyAuthority Cowboy Laggard Prisoner
  30. 30. TechnologyMarketing Strategy The Most Interesting Intersection in the World
  31. 31. TechnologyStrategy Linear, strategy first Linear, technology first Circular, both intertwined
  32. 32. 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
  33. 33. Marketing Expertise TechnologyExpertise Old School Marketers OldSchool IT&Engineers
  34. 34. Marketing Expertise TechnologyExpertise Old School Marketers New School: Marketing Technologists Creative Technologists Growth Hackers Chief Digital Officers Data Scientists OldSchool IT&Engineers
  35. 35. Marketing Technologists
  36. 36. 81% of large firms now have a chief marketing technologist role
  37. 37. Architecture and strategy: the difference between a marketing stack and a marketing pile.
  38. 38. technology changes exponentially organizations change logarithmically technology management is deciding which changes are adopted ? ?
  39. 39. 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.
  40. 40. The CMO will become not just a business administrator, but a technologist themselves. “ ”– Adam Howatson
  41. 41. Not everyone in marketing needs to be a technologist. Just as not everyone in marketing needed to be a creative.
  42. 42. Design Technology Storytelling Analytics Technology must become a part of marketing’s DNA.
  43. 43. Marketing used to work like this. A B
  44. 44. Today, it feels more like this. A B
  45. 45. Faster cycle speeds Fragmented channels Feedback loops Frequent disruptions
  46. 46. That is a dead marketing plan.
  47. 47. Marketing used to be complicated. Now it is complex.
  48. 48. Plan Review Produce Deploy “Waterfall” marketing management — often a quarterly or yearly plan. “Waterfall” is a predictive approach to management.
  49. 49. Not predictable A B Reasonably predictable
  50. 50. Sprint Planning Sprint Sprint Retrospective Daily Stand-up 1 day 2-4 weeks Sprint Review Update Backlog
  51. 51. 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
  52. 52. One Big Waterfall vs. Many Small Agile Sprints
  53. 53. 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
  54. 54. 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.
  55. 55. 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.
  56. 56. 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.
  57. 57. 1 2 3
  58. 58. “…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
  59. 59. Chief Marketing Technologist ion interactive, inc. Twitter: @chiefmartec Reach me at: MarTech Conference