2. Co-founder & CTO
Software and services
for interactive content.
Author & Editor
Blog on the entwining of
marketing & technology.
Program Chair
Marketing tech
conference.
17. 1st order Marketing lives in
software.
The Internet and the
digital world.
2nd order Marketing uses
software.
Selection, integration,
operation & ongoing
maintenance of tools.
18. 1st order Marketing lives in
software.
The Internet and the
digital world.
2nd order Marketing uses
software.
Selection, integration,
operation & ongoing
maintenance of tools.
3rd order Marketing builds
software.
Websites, mobile
apps, data models,
programmatic logic,
scripts, etc.
28. 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
29. 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.
30. 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.
33. 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.
34. • Short iteration cycles
• Adapt based on feedback
• Unambiguous prioritization
• Information transparency
• Empower small teams
Agile Principles
43. Media Messages what it sayswhere and
how it appears
most digital marketing innovation to
date (“the medium is the message”)
44. Media Messages
Mechanisms
the next big wave of
marketing innovation
(“the mechanism is
the message”)
what it sayswhere and
how it appears
how it behaves
form
function
45. Think more like product managers
instead of marketing managers.
– Ray Velez
46. “…shaping the product offering, user
experience, and interaction design.”
“…focus on understanding and
advocating for the users.”
49. Minimum Viable Marketing
• Plausible utility/entertainment value
• Does not create “brand debt”
• Tests a hypothesis about the market
• Has a metric by which to measure success
55. Design Studio Methodology
1. Describe the challenge.
2. Group into mixed teams.
3. Rapidly sketch many ideas.
4. Present and critique.
5. Iterate (refine & mash-up).
Apply to
campaigns,
content,
websites…
71. Thinking Like an Engineer
In 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
72. Managing (marketing) program evolution
• Unit testing, debugging
• Configuration management
• Deprecation and clean-up
• Knowledge transfer
• Refactoring
