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