MarketingMagic

Technologyas a

Competitive Advantage

Scott Brinker@chiefmartec

“Any sufficiently advanced technology

is indistinguishable from magic.”

– Arthur C. Clarke

Co-founder & CTOSoftware and servicesfor interactive content.

Author & EditorBlog on the entwining of marketing & technology.

Program ChairMarketing techconference.

Everything blossoms.Days get longer.Temperatures heat up.Predators emerge from hibernation.

Springtime:

Aug 2011 Sep 2012 Jan 2014 Jan 2015

My company.

You are

here.

You are

here.

The system dynamics of 2,000+ marketing technology

vendors.

Worldwide Marketing Software Forecast 2014-2018

Source: IDC

$20.2 billion

$32.4 billion

Investment data provided by

$13.7 billion

$2.6 billion

$3.3 billion

$5.6 billion 26 unicorns

$25.2 billion

300,000+ employees

$2.41 ROI (materialized)

Source: Econsultancy and Tealium, 2015

51% have 21 or more vendors in 2015 (compared to 36% in 2012)

Marketing

1 2 3

ZMOT: Winning the Zero Moment of Truth by Jim Lecinski

Marketing today isn’t about getting

buyers to picture your narrative…

It’s about gettingthem to experience it.

Source: Patrick Spenner, CEB, presentation at MarTech 2015

Source: Corey Craig, Dell, presentation at MarTech 2015

Source: Corey Craig, Dell, presentation at MarTech 2015

“Technology is only as good as the story.”– Ann Handley

But in a digital world,programming is storytelling too.

• Software bought & built

• Configurations & parameters

• Algorithms & process design

• User experience (UX) design

• Data processing & flow

Digital storytelling includes:

Software functionality & flow are woveninto the narrative of your buyer’s journey.

Software is how marketing “sees” and “touches” customers

in a digital world.

Analytics software affects our perceptions.

Marketing automation software affects our processes.

Social media software affects our engagement strategy.

Marketing apps software affects our touchpoints.

CRM software, by definition, affects our relationships.

MarketerMarketing Software

Web Services

Client Software

Customer

time

# o

f so

ftw

are

pro

gra

ms

use

d b

y m

ark

eter

s

Ambient Software

Consumerization of IT

“Software is eating the

world.”

Why Software is Eating the World, Marc Andreessen, The Wall Street Journal, August 20, 2011

CMO:I’m ready to take over our IT spend!

CIO: Why me?

By 2017 the CMO will spend more on IT than the CIO.

– Gartner

Technology Expertise

Tech

no

logy

Au

tho

rity Cowboy

Laggard Prisoner

TechnologyMarketing

Strategy

The Most Interesting Intersection in the World

TechnologyStrategy

Linear, strategy first

Linear, technology first

Circular, both intertwined

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

Marketing Expertise

Tech

no

logy

Exp

erti

se

Old School Marketers

Old

Sch

oo

lIT

& E

ngi

ne

ers

Marketing Expertise

Tech

no

logy

Exp

erti

se

Old School Marketers

New School:Marketing TechnologistsCreative Technologists

Growth HackersChief Digital Officers

Data ScientistsO

ld S

cho

ol

IT &

En

gin

ee

rs

Marketing Technologists

81% of large firms now have achief marketing technologist role

Architecture and strategy:the difference between

a marketing stack anda marketing pile.

technology changes exponentially

organizations change logarithmically

technology management is deciding which

changes are adopted

?

?

Howatson has an engineering

background and ran OpenText’s

engineering unit prior to being

appointed its CMO last October.

He started his career in IT.

The CMO will become not justa business administrator, but a technologist themselves.

“”

– Adam Howatson

Not everyone in marketing

needs to be a technologist.

Just as not everyonein marketing

needed to be acreative.

Design

Technology

Storytelling

Analytics

Technology must become a part of marketing’s DNA.

Marketing used to work like this.

A

B

Today, it feels more like this.

A

B

Faster cycle speeds

Fragmented channels

Feedback loops

Frequent disruptions

That is a dead marketing plan.

Marketing used to be complicated.Now it is complex.

Plan

Review

Produce

Deploy

“Waterfall” marketing management — often a quarterly or yearly plan.

“Waterfall” is a predictive approach to management.

Notpredictable

A

B

Reasonably predictable

Sprint Planning

Sprint

SprintRetrospective Daily

Stand-up

1 day

2-4

weeks

Sprint Review

UpdateBacklog

UpdateBacklog

• Write a case study

• Configure new nurture email campaign in MAP

• Create a landing page

• Launch new Google keyword group

• Connect with a social media influencer

One Big Waterfallvs.

Many Small Agile Sprints

Each sprint cycle provides an opportunity to:

• Reap the benefits of a smaller deliverable

• Adjust your approach based on feedback

• Stop wasting time on things that aren’t effective — rebalance your investment

• Experiment with innovative, new ideas

Part I Part II Part III Version 1 Version 2 Version 3

This is an incrementalapproach — each step offers you a chance to adjust your trajectory.

This is an iterativeapproach — each step offers you a chance to refine your deliverable based on feedback.

Version 1 Version 2 Version 3

This is an iterativeapproach — each step offers you a chance to refine your deliverable based on feedback.

An iterative approach lets you “fail fast” — try new

ideas on a small scale before scaling them.

Prioritization of the backlog

Sprint review feedback

Minimize “fire drills” and maintain focus

A strong, clear vision is the fuel that powers the agile process.

1 2 3

“…the key meta-trends that will definehow all marketing is done in a world of

technology enablement...”– Terence Kawaja, CEO

LUMA Partners

“…helps the reader to understand how technology can be used for both successful

marketing strategy and execution.”– Jonathan Becher, CMO

SAP

Download a free copy of my book at chiefmartec.com

Chief Marketing Technologisthttp://chiefmartec.com

ion interactive, inc.http://ioninteractive.com

sbrinker@ioninteractive.comTwitter: @chiefmartec

Reach me at:

MarTech Conferencehttp://martechconf.com