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Hacking Marketing Q&A Session
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Transcript of Hacking Marketing Q&A Session
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Hacking Marketing
Scott Brinker@chiefmartec
Semi-Secret Q&A Session
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Co-founder & CTOSoftware and servicesfor interactive content.
EditorBlog on the entwining of marketing & technology.
Program ChairMarketing techconference.
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Let’s playNAME THAT PROFESSION
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Analytical Creative
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AnalyticalProgramming
CreativeDesign
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AnalyticalProgrammingAutomation
CreativeDesign
Experience
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Marketing SoftwareDevelopmen
t
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Marketing& Software
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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
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What can marketers learnfrom software managementto thrive in this environment?
Now that marketing andsoftware are thoroughly
entangled…
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How do you apply agile marketing to non-quantitative marketing tasks, like storytelling?
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1 2 3 4 5 6 7 8
time
PlanDesign
DeployReview
Waterfall vs. Agile
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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:
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Media
Messages
Mechanisms
UI Data
Code
CX UX
Marketing Software
marketing managers product managers
≈
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Can agile marketing scale?
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What’s a good example of interactive content?
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Mechanisms
Media
Messageswhat it says
how and where it appears
how it behaves
what it does
theartof
customerexperience
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PassiveContent
InteractiveContent
AudienceDeliversInnovation
Consumes Participates
Information Services
Media Mechanisms
Examples BlogsE-booksReportsWebinars
AssessmentsCalculatorsConfiguratorsQuizzes
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What’s a good example of bimodal marketing?
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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.
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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.
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How is this similar to “pace layering?”
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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
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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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What was the most inspiring topic for you?
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“Great designs come fromgreat 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 betweenthe 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. Talent2. Opportunity3. Leverage
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The “Myth” of the 10X Engineer10X Marketer
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“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
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Chief Marketing Technologisthttp://chiefmartec.com
ion interactive, inc.http://ioninteractive.com
[email protected]: @chiefmartec
Email me at:
MarTech Conferencehttp://martechconf.com