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HACKING	
  MARKETING	
  
Sco$	
  Brinker	
  
@chiefmartec	
  
Co-­‐founder	
  &	
  CTO	
  
So#ware	
  and	
  services	
  
for	
  interac1ve	
  content.	
  
Author	
  &	
  Editor	
  
Bl...
Aug	
  2011	
   Sep	
  2012	
   Jan	
  2014	
   Jan	
  2015	
  
Marketer	
  
Marke3ng	
  
So5ware	
  
Web	
  
Services	
  
Client	
  
So5ware	
  
Customer	
  
“SoGware	
  is	
  
eaJng	
  the	
  
world.”	
  
Why	
  So5ware	
  is	
  Ea3ng	
  the	
  World,	
  Marc	
  Andreessen,	
  T...
“SoGware	
  is	
  
eaJng	
  the	
  
world.”	
  
*	
  Especially	
  markeJng.	
  
Source:	
  Signal,	
  September	
  2014	
  
Evolving	
  rapidly	
  
Evolving	
  at	
  
light	
  speed	
  
Has	
  been	
  
...
My	
  
company.	
  
You	
  
are	
  
here.	
  
You	
  
are	
  
here.	
  
The	
  system	
  
dynamics	
  
of	
  2,000+	
  
markeJng	
  
technology	
  
vendors.	
  
Worldwide	
  Marke3ng	
  So5ware	
  Forecast	
  2014-­‐2018	
  
Source:	
  IDC	
  
$20.2	
  billion	
  
$32.4	
  billion	
...
Investment	
  data	
  provided	
  by	
  
$13.7	
  billion	
  
$2.6	
  billion	
  
$3.3	
  billion	
  
$5.6	
  billion	
   ...
STACK	
  
Source:	
  Ascend2,	
  August	
  2015	
  
67%	
  of	
  marketers	
  say	
  they	
  don’t	
  
have	
  all	
  the	
  tools	
...
Source:	
  Ascend2,	
  August	
  2015	
  
87%	
  of	
  marketers	
  say	
  
markeJng	
  technology	
  is	
  
improving	
  ...
The	
  MarkeJng	
  Technology	
  
Landscape	
  Isn’t	
  That	
  Scary	
  
Architecture	
  and	
  strategy:	
  
the	
  difference	
  between	
  
a	
  markeJng	
  stack	
  and	
  
a	
  markeJng	
  pi...
MarkeJng	
  
Marke3ng	
  today	
  
isn’t	
  about	
  geQng	
  
buyers	
  to	
  picture	
  
your	
  narra3ve…	
  
It’s	
  about	
  geQng	
  
them	
  to	
  experience	
  it.	
  
Media	
   Messages	
   what	
  it	
  says	
  where	
  and	
  
how	
  it	
  appears	
  
most	
  digital	
  marke3ng	
  inno...
Media	
   Messages	
  
Mechanisms	
  
the	
  next	
  big	
  wave	
  of	
  
marke3ng	
  innova3on	
  
(“the	
  mechanism	
 ...
Source:	
  Corey	
  Craig,	
  Dell,	
  presenta1on	
  at	
  MarTech	
  2015	
  
Source:	
  Corey	
  Craig,	
  Dell,	
  presenta1on	
  at	
  MarTech	
  2015	
  
“Technology	
  is	
  only	
  as	
  good	
  as	
  the	
  story.”	
  
–	
  Ann	
  Handley	
  
But	
  in	
  a	
  digital	
  w...
•  So5ware	
  bought	
  &	
  built	
  
•  Configura3ons	
  &	
  parameters	
  
•  Algorithms	
  &	
  process	
  design	
  
...
CMO:	
  
I’m	
  ready	
  to	
  
take	
  over	
  our	
  
IT	
  spend!	
  
CIO:	
  Why	
  me?	
  
By	
  2017	
  the	
  CMO	
...
Technology	
  Exper3se	
  
Technology	
  Authority	
   Cowboy	
  
Laggard	
   Prisoner	
  
Technology	
  MarkeJng	
  
Strategy	
  
The	
  Most	
  InteresJng	
  IntersecJon	
  in	
  the	
  World	
  
Technology	
  Strategy	
  
Linear,	
  strategy	
  first	
  
Technology	
  Strategy	
  
Linear,	
  strategy	
  first	
  
Linear,	
  technology	
  first	
  
Technology	
  Strategy	
  
Linear,	
  strategy	
  first	
  
Linear,	
  technology	
  first	
  
Circular,	
  both	
  intertwi...
Thinking	
  Like	
  an	
  Engineer	
  
	
  
	
  
In	
  MarkeJng	
  AutomaJon	
   In	
  Pseudo	
  Code	
  
for(MktoLead	
  ...
Marke3ng	
  Exper3se	
  
Technology	
  Exper3se	
  
Old	
  School	
  
Marketers	
  
Old	
  School	
  
IT	
  &	
  Engineers...
Marke3ng	
  Exper3se	
  
Technology	
  Exper3se	
  
Old	
  School	
  
Marketers	
  
New	
  School:	
  
MarkeJng	
  Technol...
MarkeJng	
  Technologists	
  
81%	
  of	
  large	
  firms	
  now	
  have	
  a	
  
chief	
  marke3ng	
  technologist	
  role	
  
Howatson has an engineering
background and ran OpenText’s
engineering unit prior to being
appointed its CMO last October.
...
The	
  CMO	
  will	
  become	
  not	
  just	
  
a	
  business	
  administrator,	
  but	
  a	
  
technologist	
  themselves...
Not	
  everyone	
  in	
  
markeJng	
  
needs	
  to	
  be	
  a	
  
technologist.	
  
Just	
  as	
  not	
  everyone	
  
in	
...
Design	
  
Technology	
  
Storytelling	
  
Analy3cs	
  
Technology	
  must	
  
become	
  a	
  part	
  of	
  
marke3ng’s	
 ...
What	
  can	
  marketers	
  learn	
  
from	
  soGware	
  developers?	
  
•  Short	
  itera3on	
  cycles	
  
•  Adapt	
  based	
  on	
  feedback	
  
•  Unambiguous	
  priori3za3on	
  
•  Informa3o...
Plan	
  
Review	
  
Produce	
  
Deploy	
  
Sprint	
  Planning	
  
Sprint	
  
Sprint	
  
RetrospecJve	
   Daily	
  
Stand-­‐up	
  
1 day
2-4
week
sprintsSprint	
  
Re...
One	
  Big	
  Waterfall	
  
vs.	
  
Many	
  Small	
  Agile	
  Sprints	
  
•  Visualize	
  workflow	
  
•  Limit	
  work-­‐in-­‐progress	
  (WIP)	
  
•  “Pull”	
  vs.	
  “push”	
  
•  Con3nuous	
  i...
Think	
  more	
  like	
  product	
  managers	
  
instead	
  of	
  marke3ng	
  managers.	
  
–	
  Ray	
  Velez	
  
“…shaping	
  the	
  product	
  offering,	
  user	
  
experience,	
  and	
  interacJon	
  design.”	
  
“…focus	
  on	
  unde...
Minimum	
  Viable	
  PromoJon	
  (MVP)	
  
•  Plausible	
  u3lity/entertainment	
  value	
  
•  Does	
  not	
  create	
  “...
Scalability	
   InnovaJon	
  
Exploit	
   Explore	
  
Standardiza3on	
   Experimenta3on	
  
“Fail	
  Not”	
   “Fail	
  Fas...
MarkeJng	
  
Feedback	
   Social	
  media,	
  performance	
  metrics	
  
IteraJon	
   A/B	
  tes3ng,	
  op3miza3on	
  
Tac...
Photograph	
  by	
  John	
  Fowler	
  
•  Websites	
  
•  Marke3ng	
  technology	
  stacks	
  
•  Content	
  hierarchy	
  ...
10X	
  Engineer	
  
10X	
  Marketer	
  
Chief	
  MarkeJng	
  Technologist	
  
h$p://chiefmartec.com	
  
ion	
  interacJve,	
  inc.	
  
h$p://ioninterac3ve.com	
  ...
Hacking Marketing By Scott Brinker
Hacking Marketing By Scott Brinker
Hacking Marketing By Scott Brinker
Hacking Marketing By Scott Brinker
Hacking Marketing By Scott Brinker
Hacking Marketing By Scott Brinker
Hacking Marketing By Scott Brinker
Hacking Marketing By Scott Brinker
Hacking Marketing By Scott Brinker
Hacking Marketing By Scott Brinker
Hacking Marketing By Scott Brinker
Hacking Marketing By Scott Brinker
Hacking Marketing By Scott Brinker
Hacking Marketing By Scott Brinker
Hacking Marketing By Scott Brinker
Hacking Marketing By Scott Brinker
Hacking Marketing By Scott Brinker
Hacking Marketing By Scott Brinker
Hacking Marketing By Scott Brinker
Hacking Marketing By Scott Brinker
Hacking Marketing By Scott Brinker
Hacking Marketing By Scott Brinker
Hacking Marketing By Scott Brinker
Hacking Marketing By Scott Brinker
Hacking Marketing By Scott Brinker
Hacking Marketing By Scott Brinker
Hacking Marketing By Scott Brinker
Hacking Marketing By Scott Brinker
Hacking Marketing By Scott Brinker
Hacking Marketing By Scott Brinker
Hacking Marketing By Scott Brinker
Hacking Marketing By Scott Brinker
Hacking Marketing By Scott Brinker
Hacking Marketing By Scott Brinker
Hacking Marketing By Scott Brinker
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From the MarTech Conference in London, UK, October 20-21, 2015. SESSION: Keynote: Hacking Marketing: The Convergence Of Marketing & Software. PRESENTATION: Hacking Marketing - Given by Scott Brinker - @chiefmartec - MarTech Conference Chair, Editor & Publisher - chiefmartec.com. #MarTech DAY1

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Hacking Marketing By Scott Brinker

  1. 1. HACKING  MARKETING   Sco$  Brinker   @chiefmartec  
  2. 2. Co-­‐founder  &  CTO   So#ware  and  services   for  interac1ve  content.   Author  &  Editor   Blog  on  the  entwining  of   marke1ng  &  technology.   Program  Chair   Marke1ng  tech   conference.  
  3. 3. Aug  2011   Sep  2012   Jan  2014   Jan  2015  
  4. 4. Marketer   Marke3ng   So5ware   Web   Services   Client   So5ware   Customer  
  5. 5. “SoGware  is   eaJng  the   world.”   Why  So5ware  is  Ea3ng  the  World,  Marc  Andreessen,  The  Wall  Street  Journal,  August  20,  2011  
  6. 6. “SoGware  is   eaJng  the   world.”   *  Especially  markeJng.  
  7. 7. Source:  Signal,  September  2014   Evolving  rapidly   Evolving  at   light  speed   Has  been   growing   steadily  Has   evolved   slightly  Not   much  
  8. 8. My   company.  
  9. 9. You   are   here.  
  10. 10. You   are   here.  
  11. 11. The  system   dynamics   of  2,000+   markeJng   technology   vendors.  
  12. 12. Worldwide  Marke3ng  So5ware  Forecast  2014-­‐2018   Source:  IDC   $20.2  billion   $32.4  billion  
  13. 13. Investment  data  provided  by   $13.7  billion   $2.6  billion   $3.3  billion   $5.6  billion   29  unicorns   $25.2  billion   300,000+   employees   $2.41  ROI   (materialized)  
  14. 14. STACK  
  15. 15. Source:  Ascend2,  August  2015   67%  of  marketers  say  they  don’t   have  all  the  tools  they  need  
  16. 16. Source:  Ascend2,  August  2015   87%  of  marketers  say   markeJng  technology  is   improving  markeJng   performance  
  17. 17. The  MarkeJng  Technology   Landscape  Isn’t  That  Scary  
  18. 18. Architecture  and  strategy:   the  difference  between   a  markeJng  stack  and   a  markeJng  pile.  
  19. 19. MarkeJng  
  20. 20. Marke3ng  today   isn’t  about  geQng   buyers  to  picture   your  narra3ve…  
  21. 21. It’s  about  geQng   them  to  experience  it.  
  22. 22. Media   Messages   what  it  says  where  and   how  it  appears   most  digital  marke3ng  innova3on  to   date  (“the  medium  is  the  message”)  
  23. 23. Media   Messages   Mechanisms   the  next  big  wave  of   marke3ng  innova3on   (“the  mechanism  is   the  message”)   what  it  says  where  and   how  it  appears   how  it  behaves   form   func1on  
  24. 24. Source:  Corey  Craig,  Dell,  presenta1on  at  MarTech  2015  
  25. 25. Source:  Corey  Craig,  Dell,  presenta1on  at  MarTech  2015  
  26. 26. “Technology  is  only  as  good  as  the  story.”   –  Ann  Handley   But  in  a  digital  world,   programming  is  storytelling  too.  
  27. 27. •  So5ware  bought  &  built   •  Configura3ons  &  parameters   •  Algorithms  &  process  design   •  User  experience  (UX)  design   •  Data  processing  &  flow   Digital  storytelling  includes:   So5ware  funcJonality  &  flow  are  woven   into  the  narra3ve  of  your  buyer’s  journey.  
  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  Exper3se   Technology  Authority   Cowboy   Laggard   Prisoner  
  30. 30. Technology  MarkeJng   Strategy   The  Most  InteresJng  IntersecJon  in  the  World  
  31. 31. Technology  Strategy   Linear,  strategy  first  
  32. 32. Technology  Strategy   Linear,  strategy  first   Linear,  technology  first  
  33. 33. Technology  Strategy   Linear,  strategy  first   Linear,  technology  first   Circular,  both  intertwined  
  34. 34. Thinking  Like  an  Engineer       In  MarkeJng  AutomaJon   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  WyaO,  New  Relic,  presenta1on  at  MarTech  2015  
  35. 35. Marke3ng  Exper3se   Technology  Exper3se   Old  School   Marketers   Old  School   IT  &  Engineers  
  36. 36. Marke3ng  Exper3se   Technology  Exper3se   Old  School   Marketers   New  School:   MarkeJng  Technologists   CreaJve  Technologists   Growth  Hackers   Chief  Digital  Officers   Data  ScienJsts   Old  School   IT  &  Engineers  
  37. 37. MarkeJng  Technologists  
  38. 38. 81%  of  large  firms  now  have  a   chief  marke3ng  technologist  role  
  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   markeJng   needs  to  be  a   technologist.   Just  as  not  everyone   in  markeJng   needed  to  be  a   creaJve.  
  42. 42. Design   Technology   Storytelling   Analy3cs   Technology  must   become  a  part  of   marke3ng’s  DNA.  
  43. 43. What  can  marketers  learn   from  soGware  developers?  
  44. 44. •  Short  itera3on  cycles   •  Adapt  based  on  feedback   •  Unambiguous  priori3za3on   •  Informa3on  transparency   •  Empower  small  teams   Agile  Principles  
  45. 45. Plan   Review   Produce   Deploy  
  46. 46. Sprint  Planning   Sprint   Sprint   RetrospecJve   Daily   Stand-­‐up   1 day 2-4 week sprintsSprint   Review   Update   Backlog  
  47. 47. One  Big  Waterfall   vs.   Many  Small  Agile  Sprints  
  48. 48. •  Visualize  workflow   •  Limit  work-­‐in-­‐progress  (WIP)   •  “Pull”  vs.  “push”   •  Con3nuous  improvement   •  Reduce  waste   Kanban  Principles  
  49. 49. Think  more  like  product  managers   instead  of  marke3ng  managers.   –  Ray  Velez  
  50. 50. “…shaping  the  product  offering,  user   experience,  and  interacJon  design.”   “…focus  on  understanding  and   advocaJng  for  the  users.”  
  51. 51. Minimum  Viable  PromoJon  (MVP)   •  Plausible  u3lity/entertainment  value   •  Does  not  create  “brand  debt”   •  Tests  a  hypothesis  about  the  market   •  Has  a  metric  by  which  to  measure  success  
  52. 52. Scalability   InnovaJon   Exploit   Explore   Standardiza3on   Experimenta3on   “Fail  Not”   “Fail  Fast”   Low  Variance   High  Variance   Leverage   Assump3ons   Ques3on   Assump3ons   Scale   Speed  
  53. 53. MarkeJng   Feedback   Social  media,  performance  metrics   IteraJon   A/B  tes3ng,  op3miza3on   TacJc   Communica3on/experience   Channel   Channel  selec3on,  context  framing   Campaign   Concept,  messaging,  audience   Brand   Posi3oning,  value  proposi3on   Company   Corporate  culture,  values,  image   fast   slow  
  54. 54. Photograph  by  John  Fowler   •  Websites   •  Marke3ng  technology  stacks   •  Content  hierarchy   •  Marke3ng  data   Pace  Layering  applied  to…  
  55. 55. 10X  Engineer   10X  Marketer  
  56. 56. Chief  MarkeJng  Technologist   h$p://chiefmartec.com   ion  interacJve,  inc.   h$p://ioninterac3ve.com   sbrinker@chiefmartec.com   Twi$er:  @chiefmartec   Reach  me  at:   MarTech  Conference   h$p://martechconf.com  
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From the MarTech Conference in London, UK, October 20-21, 2015. SESSION: Keynote: Hacking Marketing: The Convergence Of Marketing & Software. PRESENTATION: Hacking Marketing - Given by Scott Brinker - @chiefmartec - MarTech Conference Chair, Editor & Publisher - chiefmartec.com. #MarTech DAY1

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