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HACKING MARKETINGScott Brinker@chiefmartec
Co-founder & CTOSoftware and servicesfor interactive content.
Author & EditorBlog on the entwining of marketing & technology.
Program ChairMarketing techconference.
Let’s playNAME THAT PROFESSION
B) Software Development
A) Marketing
Analytical Creative
AnalyticalProgramming
CreativeDesign
AnalyticalProgrammingAutomation
CreativeDesign
Experience
Marketing SoftwareDevelopmen
t
Nofair!
Bothprofessions
have all of thosethings!
DigitalWorldMarketing Software
Development
Thinking Like an EngineerIn 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
What can marketers learn from software developers?
Agile & Lean
1 2 3 4 5 6 7 8
time
PlanDesign
DeployReview
Waterfall vs. Agile
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:
Innovation
MessagesMedia
“The medium is the message.”– Marshall McLuhan
theartof
communications
what it says
how and where it appears
Mechanisms
Media
Messageswhat it says
how and where it appears
how it behaves
what it does
theartof
customerexperience
Media
Messages
Mechanisms
CX
Marketing
marketing managers
customer experience
UI Data
Code
UX
Software
product managers
user experience
Media
Messages
Mechanisms
UI Data
Code
CX UX
Marketing Software
marketing managers product managers
≈
Scalability
ScalabilityInnovationExperimentation Standardization
Explore Exploit“Fail Fast” “Fail Not”Question
AssumptionsLeverage
AssumptionsSpeed Dependability
Can we manage both with one framework?
No, but we can manage them with two…
Core
Edge
Bimodal marketing
Many innovations are explored
on theedge.
Only a few are scaled
into the core.
70%
30%Majority of investment allocated to the core, but wider
exploration on the edge.
Core
Edge
TransitionBimodal
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.
TECHNOLOGY STACK
ACTIONSINSIGHT
SPRIVACY
TMS DATA LAYER
SOCIAL, EMAIL, DISPLAY
SURVEY, CRM, LIVE CHAT
ONSI
TEOF
FSIT
EOF
FLIN
E
WEBSITE APPAPP
APPLICATIONS
Company
Brand
CampaignChannelTactic
IterationFeedback
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, metricsM
arke
ting
Pace
Lay
ers
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.
Talent
“Great designs come fromgreat designers.”
– Fred Brooks
“The differences are not minor –they are rather like the differences
between Salieri and Mozart.”– Fred Brooks
“The difference betweenthe great and the average
approach an order of magnitude.”
– Fred Brooks
The “Myth” of the 10X Engineer
1. Talent
2. Opportunity
3. Leverage
The “Myth” of the 10X Marketer
Chief Marketing Technologisthttp://chiefmartec.com
ion interactive, inc.http://ioninteractive.com
sbrinker@chiefmartec.comTwitter: @chiefmartec
Email me at:
MarTech Conferencehttp://martechconf.com
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