Welcome to

Hacking Marketing

Scott Brinker Program Chair @chiefmartec

#MarTech @chiefmartec

Co-founder & CTO Software and services for interactive content.

Editor Blog on the entwining of marketing & technology.

Program Chair Marketing tech conference.

Lindsay Chastain

Jeff Eckman

David Lewis

Erica Seidel

MODERATORS

Let’s play NAME THAT PROFESSION

Analytical

Creative

Analytical Programming

Creative Design

Analytical Programming Automation

Creative Design

Experience

Marketing Software Development

Marketing & Software

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

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

Photo: @DelphicDigital

Suite

Platform

Multi-Platform

Commerce & Sales

Data

Management

Social & Relationships

Content & Experience

Advertising & Promotion

http://www.thebluehive.com

http://www.blue-hive.com

~150 ~350 ~1,000 ~2,000

2011 2012 2014 2015

~3,500 (3,874 logos)

2016

classic scope of

marketing

classic scope of

marketing

minimum scale of a successful software

company

modern scope of

marketing

modern scope of

marketing

smaller software

companies can succeed too

time

+

-

currently active martech vendors

2016 estimation

time

peak martech landscape

What can marketers learn from software management

to thrive in this environment?

Now that marketing and software are thoroughly

entangled…

1 2 3 4 5 6 7 8

time

Plan Design

Deploy Review

Waterfall vs. Agile

“The medium is the message.” – Marshall McLuhan

the art of

communications

what it says

how and where it

appears

Mechanisms

what it says

how and where it

appears

how it behaves

what it does

the art of

customer experience

Passive Content

Interactive Content

Audience

Delivers

Innovation

Consumes Participates

Information Services

Media Mechanisms

Examples Blogs E-books Reports Webinars

Assessments Calculators Configurators Quizzes

Code

UX

Software

product managers

Mechanisms Code

CX UX

Marketing Software

marketing managers product managers

≈

Scalability Innovation Experimentation Standardization

Explore Exploit “Fail Fast” “Fail Not” Question

Assumptions Leverage

Assumptions Speed Dependability

Can we manage both with one framework?

No, but we can manage them with two…

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.

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.

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

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)

“Great designs come from great designers.”

– Fred Brooks

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

between Salieri and Mozart.” – Fred Brooks

“The difference between the great and the average

approach an order of magnitude.” – Fred Brooks

The “Myth” of the 10X Engineer

1.  Talent 2.  Opportunity 3.  Leverage

The “Myth” of the 10X Engineer 10X Marketer

2016 Stackies Awards

for sharing visualizations of how marketing technology stacks are

organized and managed

judged by

41 Marketing

Stacks

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

Honorable Mentions

Winners

Connective DX PitchBook Data

Delphic Digital Acrolinx Uberflip

Congratulations to the Winners

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

Happy Hacking

Thank You

Scott Brinker Program Chair @chiefmartec