delight 2016 | hacking marketing: the amazing convergence of marketing & software — scott...
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Hacking Marketing
Scott Brinker@chiefmartec
Marketing Management in a Software
World
Co-founder & CTOSoftware and servicesfor interactive content.
EditorBlog on the entwining of marketing & technology.
Program ChairMarketing techconference.
~150 ~350 ~1,000 ~2,000
2011 2012 2014 2015
~3,500(3,874 logos)
2016
Source: Signal, September 2014
Evolving rapidly
Evolving at light speed
Has been growing steadily
Has evolved slightlyNot
much
time
peak martech landscape
Let’s playNAME THAT PROFESSION
Analytical Creative
AnalyticalProgramming
CreativeDesign
AnalyticalProgrammingAutomation
CreativeDesign
Experience
Marketing SoftwareDevelopment
Marketing& Software
engineering marketingC A R E E R S P E C T R U M
xkcd.com
What can marketers learnfrom software management
to thrive in this environment?
Now that marketing andsoftware are thoroughly
entangled…
“The medium is the message.”– Marshall McLuhan
theartof
communications
what it says
how and where it
appears
Mechanisms
what it says
how and where it
appears
how it behaves
what it does
theartof
customerexperience
Code
UX
Software
product managers
Mechanisms Code
CX UX
Marketing Software
marketing managers product managers
≈
Think more like product managersinstead of marketing managers.
– Ray Velez
“…shaping the product offering, user experience, and interaction design.”
“…focus on understanding and advocating for the users.”
PassiveContent
InteractiveContent
Audience
Delivers
Innovation
Consumes Participates
Information Services
Media Mechanisms
Examples BlogsE-booksReportsWebinars
AssessmentsCalculatorsConfiguratorsQuizzes
ScalabilityInnovationExperimentation Standardization
Explore Exploit“Fail Fast” “Fail Not”Question
AssumptionsLeverage
AssumptionsSpeed Dependability
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.
Company
Brand
Campaign
ChannelTactic
IterationFeedback
fast
slow
pace of change
Mar
keti
ng P
ace
Laye
rs
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])
“The differences are not minor –they are rather like the differences
between Salieri and Mozart.”– Fred Brooks
The “Myth” of the 10X Engineer
1. Talent2. Opportunity3. Leverage
Chief Marketing Technologisthttp://chiefmartec.com
ion interactive, inc.http://ioninteractive.com
[email protected]: @chiefmartec
Email me at:
MarTech Conferencehttp://martechconf.com