keynote: welcome to martech: hacking marketing by scott brinker
TRANSCRIPT
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Welcome to
Hacking Marketing
Scott Brinker Program Chair @chiefmartec
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#MarTech @chiefmartec
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Co-founder & CTO Software and services for interactive content.
Editor Blog on the entwining of marketing & technology.
Program Chair Marketing tech conference.
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Lindsay Chastain
Jeff Eckman
David Lewis
Erica Seidel
MODERATORS
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Let’s play NAME THAT PROFESSION
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Analytical
Creative
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Analytical Programming
Creative Design
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Analytical Programming Automation
Creative Design
Experience
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Marketing Software Development
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Marketing & Software
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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
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bit.ly/MarTech16
Participate in Our 2nd Almost-Annual Study
A participant will be selected at random to win their choice of an Apple Watch Sport or Android Wear
The State of the Marketing Technology Profession
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Photo: @DelphicDigital
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Suite
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Platform
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Multi-Platform
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Commerce & Sales
Data
Management
Social & Relationships
Content & Experience
Advertising & Promotion
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http://www.thebluehive.com
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http://www.blue-hive.com
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~150 ~350 ~1,000 ~2,000
2011 2012 2014 2015
~3,500 (3,874 logos)
2016
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classic scope of
marketing
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classic scope of
marketing
minimum scale of a successful software
company
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modern scope of
marketing
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modern scope of
marketing
smaller software
companies can succeed too
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time
+
-
currently active martech vendors
2016 estimation
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time
peak martech landscape
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What can marketers learn from software management
to thrive in this environment?
Now that marketing and software are thoroughly
entangled…
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1 2 3 4 5 6 7 8
time
Plan Design
Deploy Review
Waterfall vs. Agile
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“The medium is the message.” – Marshall McLuhan
the art of
communications
what it says
how and where it
appears
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Mechanisms
what it says
how and where it
appears
how it behaves
what it does
the art of
customer experience
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Passive Content
Interactive Content
Audience
Delivers
Innovation
Consumes Participates
Information Services
Media Mechanisms
Examples Blogs E-books Reports Webinars
Assessments Calculators Configurators Quizzes
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Code
UX
Software
product managers
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Mechanisms Code
CX UX
Marketing Software
marketing managers product managers
≈
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Scalability Innovation Experimentation Standardization
Explore Exploit “Fail Fast” “Fail Not” Question
Assumptions Leverage
Assumptions Speed Dependability
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Can we manage both with one framework?
No, but we can manage them with two…
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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.
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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.
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Company
Brand
Campaign
Channel Tactic
Iteration Feedback
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, metrics M
arke
ting
Pac
e La
yers
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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.
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Jesse James Garrett ([email protected])
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“Great designs come from great designers.”
– Fred Brooks
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“The differences are not minor – they are rather like the differences
between Salieri and Mozart.” – Fred Brooks
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“The difference between the great and the average
approach an order of magnitude.” – Fred Brooks
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The “Myth” of the 10X Engineer
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1. Talent 2. Opportunity 3. Leverage
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The “Myth” of the 10X Engineer 10X Marketer
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2016 Stackies Awards
for sharing visualizations of how marketing technology stacks are
organized and managed
judged by
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41 Marketing
Stacks
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CRM
Website/Blog
Advocacy
Ad Tech
Webinar
Awareness Consideration Purchase
Web Analytics
Marketing Automation
Database
Social Selling Customer Advocacy
ABM
DO
Mar
ketin
g (F
ront
Offi
ce)
RU
N M
arke
ting
(Bac
k O
ffice
)
Social
Budgeting, Planning, Performance Analytics
‘Stackie’
CRM Customer Success
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Honorable Mentions
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Winners
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Connective DX PitchBook Data
Delphic Digital Acrolinx Uberflip
Congratulations to the Winners
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bit.ly/MarTech16
Participate in Our 2nd Almost-Annual Study
A participant will be selected at random to win their choice of an Apple Watch Sport or Android Wear
The State of the Marketing Technology Profession
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Happy Hacking
Thank You
Scott Brinker Program Chair @chiefmartec
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