scott brinker - hacking marketing: the amazing convergence of marketing and software
TRANSCRIPT
Hacking Marketing
Scott Brinker@chiefmartec
The Amazing Convergence of Marketing
and Software
Co-founder & CTOSoftware and servicesfor interactive content.
EditorBlog on the entwining of marketing & technology.
Program ChairMarketing techconference.
~150 ~350 ~1,000 ~2,000
2011 2012 2014 2015
~3,500(3,874 logos)
2016
“Bring me my insights, I’m ready for an afternoon
strategy.”
“That’s not how martech works!”
Digital World Martech Explosion
Websites are a great example of this today — their function and flow
shapes brand experience.
What would help you better leverage the full power of your current marketing technology stack?
#1: Better strategy . . . #7: Better integration
What can marketers learnfrom software managementto thrive in this environment?
Now that marketing andsoftware are thoroughly
entangled…
Websites are a great example of this today — their function and flow
shapes brand experience.
UI Data
Code
UX
Software
product managers
Media
Messages
Mechanisms
UI Data
Code
CX UX
Marketing Software
marketing managers product managers
≈
Think more like product managersinstead of marketing managers.
– Ray Velez
PassiveContent
InteractiveContent
AudienceDeliversInnovation
Consumes Participates
Information Services
Media Mechanisms
Examples BlogsE-booksReportsWebinars
AssessmentsCalculatorsConfiguratorsQuizzes
ScalabilityInnovationExperimentation Standardization
Explore Exploit“Fail Fast” “Fail Not”Question
AssumptionsLeverage
AssumptionsSpeed Dependability
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.
“The differences are not minor –they are rather like the differences
between Salieri and Mozart.”– Fred Brooks
The “Myth” of the 10X Engineer
1. Talent2. Opportunity3. Leverage
Chief Marketing Technologisthttp://chiefmartec.com
ion interactive, inc.http://ioninteractive.com
[email protected]: @chiefmartec
Email me at:
MarTech Conferencehttp://martechconf.com