KEYNOTE: Welcome to MarTech: Hacking Marketing By Scott Brinker
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Welcome to Hacking Marketing Scott Brinker Program Chair @chiefmartec
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Transcript of KEYNOTE: Welcome to MarTech: Hacking Marketing By Scott Brinker
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 ([email protected])
“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
