hacking marketing q&a session

Hacking Marketing

Scott Brinker@chiefmartec

Semi-Secret Q&A Session

Co-founder & CTOSoftware and servicesfor interactive content.

EditorBlog on the entwining of marketing & technology.

Program ChairMarketing techconference.

Let’s playNAME THAT PROFESSION

Analytical Creative

AnalyticalProgramming

CreativeDesign

AnalyticalProgrammingAutomation

CreativeDesign

Experience

Marketing SoftwareDevelopmen

t

Marketing& Software

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

What can marketers learnfrom software managementto thrive in this environment?

Now that marketing andsoftware are thoroughly

entangled…

How do you apply agile marketing to non-quantitative marketing tasks, like storytelling?

1 2 3 4 5 6 7 8

time

PlanDesign

DeployReview

Waterfall vs. Agile

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:

Media

Messages

Mechanisms

UI Data

Code

CX UX

Marketing Software

marketing managers product managers

≈

Can agile marketing scale?

What’s a good example of interactive content?

Mechanisms

Media

Messageswhat it says

how and where it appears

how it behaves

what it does

theartof

customerexperience

PassiveContent

InteractiveContent

AudienceDeliversInnovation

Consumes Participates

Information Services

Media Mechanisms

Examples BlogsE-booksReportsWebinars

AssessmentsCalculatorsConfiguratorsQuizzes

What’s a good example of bimodal marketing?

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.

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.

How is this similar to “pace layering?”

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

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.

Jesse James Garrett (jjg@jjg.net)

What was the most inspiring topic for you?

“Great designs come fromgreat designers.”

– Fred Brooks

“The differences are not minor –they are rather like the differences

between Salieri and Mozart.”– Fred Brooks

“The difference betweenthe great and the average

approach an order of magnitude.”

– Fred Brooks

The “Myth” of the 10X Engineer

1. Talent2. Opportunity3. Leverage

The “Myth” of the 10X Engineer10X Marketer

“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 AgarwalBain Capital

Available now at

Chief Marketing Technologisthttp://chiefmartec.com

ion interactive, inc.http://ioninteractive.com

sbrinker@chiefmartec.comTwitter: @chiefmartec

Email me at:

MarTech Conferencehttp://martechconf.com