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Hacking Marketing Q&A Session

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Accompanying slides for a Q&A discussion about my new book, Hacking Marketing.

Veröffentlicht in: Marketing
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Hacking Marketing Q&A Session

  1. 1. Hacking Marketing Scott Brinker @chiefmartec Semi-Secret Q&A Session
  2. 2. Co-founder & CTO Software and services for interactive content. Editor Blog on the entwining of marketing & technology. Program Chair Marketing tech conference.
  3. 3. Let’s play NAME THAT PROFESSION
  4. 4. Analytical Creative
  5. 5. Analytical Programming Creative Design
  6. 6. Analytical Programming Automation Creative Design Experience
  7. 7. Marketing Software Development
  8. 8. Marketing & Software
  9. 9. 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
  10. 10. What can marketers learn from software management to thrive in this environment? Now that marketing and software are thoroughly entangled…
  11. 11. How do you apply agile marketing to non- quantitative marketing tasks, like storytelling?
  12. 12. 1 2 3 4 5 6 7 8 time Plan Design Deploy Review Waterfall vs. Agile
  13. 13. 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:
  14. 14. Mechanisms Code CX UX Marketing Software marketing managers product managers ≈
  15. 15. Can agile marketing scale?
  16. 16. What’s a good example of interactive content?
  17. 17. Mechanisms what it says how and where it appears how it behaves what it does the art of customer experience
  18. 18. Passive Content Interactive Content Audience Delivers Innovation Consumes Participates Information Services Media Mechanisms Examples Blogs E-books Reports Webinars Assessments Calculators Configurators Quizzes
  19. 19. What’s a good example of bimodal marketing?
  20. 20. Core Edge Bimodal marketing Many innovations are explored on the edge. Only a few are scaled into the core. 70% 30% Majority of investment allocated to the core, but wider exploration on the edge.
  21. 21. Core Edge Transition Bimodal 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.
  22. 22. How is this similar to “pace layering?”
  23. 23. Company Brand Campaign Channel Tactic Iteration Feedback fast slow pace of change MarketingPaceLayers
  24. 24. 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.
  25. 25. Jesse James Garrett (jjg@jjg.net)
  26. 26. What was the most inspiring topic for you?
  27. 27. “Great designs come from great designers.” – Fred Brooks
  28. 28. “The differences are not minor – they are rather like the differences between Salieri and Mozart.” – Fred Brooks
  29. 29. “The difference between the great and the average approach an order of magnitude.” – Fred Brooks
  30. 30. The “Myth” of the 10X Engineer
  31. 31. 1. Talent 2. Opportunity 3. Leverage
  32. 32. The “Myth” of the 10X Engineer 10X Marketer
  33. 33. “A brilliant road map.” – Ram Krishnan SVP & CMO, PepsiCo “A compelling model.” – John L. Kennedy CMO, Xerox “A terrific manifesto.” – David C. Edelman McKinsey & Company “A must-read operating manual for CMOs.” – Ajay Agarwal Bain Capital Available now at
  34. 34. Chief Marketing Technologist http://chiefmartec.com ion interactive, inc. http://ioninteractive.com sbrinker@chiefmartec.com Twitter: @chiefmartec Email me at: MarTech Conference http://martechconf.com

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