HACKING MARKETING Scott Brinker @chiefmartec

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

Author & Editor Blog on the entwining of marketing & technology.

Program Chair Marketing tech conference.

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

2011 2012 2014 2015

~3,500 (3,874 logos)

2016

Let’s play NAME THAT PROFESSION

B) Software Development

A) Marketing

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(MktoLeadleadinleads[]){

if(!lead.email.contains(@newrelic.com)&

lead.mktoOwnerID=“005400000025zP6”&

lead.source=“WebsiteLiveChat”){

if(lead.routingReason.isempty()){

lead.routingReason=“WebsiteChat”

}

lead.ChangeOwner(“Queue:SDRQueue”)

}

}

Source: Isaac Wyatt, New Relic, presentation at MarTech 2015

What can marketers learn from software developers?

Agile & Lean

1 2 3 4 5 6 7 8

time

Plan Design

Deploy Review

Waterfall vs. Agile

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:

Innovation

“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

Mechanisms

CX

Marketing

marketing managers

customer experience

Code

UX

Software

product managers

user experience

Mechanisms Code

CX UX

Marketing Software

marketing managers product managers

≈

1. Big ideas Meaningful learning more valuable than optimization.

possible ideas

perfo

rman

ce local

maximum

non-adjacent maximum

from a local maximum,

adjacent steps are unable to improve

finding a better

maximum requires a jump to a

new region

1. Big ideas

2. Big tent

3. Big deal

Exploring big data helps us generate new hypotheses to test.

Meaningful learning more valuable than optimization.

Many in the organization are empowered to run tests.

Executives vocally support a culture of experimentation.

action

What ultimately matters is using data and testing

to develop remarkable customer

experiences.

Scalability

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.

Talent

“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

“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 Agarwal Bain Capital

Available now at

Chief Marketing Technologist http://chiefmartec.com

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

sbrinker@ioninteractive.com Twitter: @chiefmartec

Email me at:

MarTech Conference http://martechconf.com