Jackie Yeaney EVP, Strategy and Marketing at Red Hat All Things Open October 26-27, 2016 Raleigh, North Carolina

1. Marketing is not all fluff;
engineering is not all math
All Things Open, Raleigh
Jackie Yeaney, EVP Strategy and Marketing, Red Hat
@jackieyeaney
October 2016

2. 2
I KNOW WHAT YOU THINK OF MARKETING
Where are the
analytics!?!
Unfriend,
unfollow, unlike.
Enough
What genius came
up with THAT idea?
UNSUBSCRIBE!U
NSUBSCRIBE!
@handle I am only
stopping by your
booth for #freestuff…
what you got?
@jackieyeaney @redhatnews #ATO2016
What a waste of
money. Put it in
the product
They just throw
stuff against the
wall and hope it
sticks
Who reads this
stuff?

3. 3
CHARACTERISTICS OF THE GREAT ENGINEER...
Source: “Great Engineers” study by University of Washington, Microsoft, Google and National Science Foundation
Hardworking
Quick learners
Data-driven
@jackieyeaney @redhatnews #ATO2016
PerseverancePassionate
Curious
Executing
Problem Solving
Prideful
Cultivating a craft
Open-minded Technical Expertise
Risk-taking Handles Complexity

4. 4
WOW… YOU GUYS & GALS ARE AWESOME

5. 5
BUT LOOK WHAT HAPPENS WHEN I SHOW THE OF
CHARACTERISTICS OF THE GREAT MARKETER...
Source: Forbes, “Four traits of successful marketing leaders”, 2015; Social Media Today “10 qualities of a great marketing
manager”, 2015
Hardworking
Accountable
Insight-Driven
@jackieyeaney @redhatnews #ATO2016
EnthusiasmPassionate
Curious
Executing
Problem Solving
Innovative/
Creative
Multi-dimensional
Open-minded Empathy
Risk-taking Handles Complexity

6. 6
THERE IS A LOT OF COMMON GROUND
BETWEEN ENGINEERS & MARKETERS
PhotoCred: Diana Rambles https://goo.gl/images/GF5K0R
@jackieyeaney @redhatnews #ATO2016
Engineers and marketers are two ends of the same system for
meeting customer needs

7. @jackieyeaney @redhatnews #ATO2016
APPLYING ENGINEERING PRINCIPLES
TO TRANSFORM MARKETING
Open Marketing (OM) is about creating a new approach to
engaging internal and external audiences.
Red Hat is testing this concept by embracing what is in our
DNA and delivering the value of ‘open’ in more ways
beyond software.
‘Open’ sets us apart as a company, and this is a way for us
to share that outwardly.
7

8. @jackieyeaney @redhatnews #ATO2016
OPEN MARKETING WILL...
● Transform how marketing operates.
● Use the power of internal and external communities to
lead to more meaningful results
● Empower us to stand for something bigger than just
software.
8

9. @jackieyeaney @redhatnews #ATO2016
A FEW ASKS
9
1) You are going to eat lunch anyway - take a marketer out for coffee or
lunch (they may even pay)
2) Get social online. Follow marketing leaders at your organization and
in your industry - and engage with them.
3) Read a few books to understand the world from a marketer’s
perspective.

10. THANK YOU
plus.google.com/+RedHat
linkedin.com/company/red-hat
youtube.com/user/RedHatVideos
facebook.com/redhatinc
twitter.com/RedHatNews

11. 11
CULTURE OF GREAT...
Teams
Create shared context
Create shared success
Create a safe haven technical
innovation & expertise
Source: Study by University of Washington, Microsoft, Google and National Science Foundation; Forbes, “Four traits of
successful marketing leaders”, 2015; Social Media Today “10 qualities of a great marketing manager”, 2015
Marketing
Create shared context around
the customer
Are loyal to brands and brand
outcomes
Create a safe haven for new
ideas and emotions
Engineering
@jackieyeaney @redhatnews #ATO2016