scott brinker - navigating the marketing technology landscape
TRANSCRIPT
Scott Brinker@chiefmartec
Navigating theMarketing Technology
Landscape
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
98% of these marketing technologies are focused on web, mobile web, and mobile app touchpoints
Explosion of new digital touchpoints & platforms.
#1 CHALLENGEAccelerating pace of change.
time
chan
ge
time
chan
geMartec’s LawTechnology changes quickly; organizations change slowly.
What can marketers learnfrom software management
to thrive in this environment?
Now that marketing andsoftware are thoroughly
entangled…
Websites are a great example of this today —their function and flow
shapes brand experience.
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
PEOPLE PROCESS
TECHNOLOGY
PEOPLE PROCESS
TECHNOLOGY
topperformersare 7X more
likely to emphasize
people
top performers deemphasize data
and technology
The “Myth” of the 10X Engineer
1. Talent2. Opportunity3. Leverage
Source: DataXu, Modernizing the Mix: Transforming Marketing Through Technology and Analytics , July 2016
85% of marketing teamswill have marketing technologists
this year
59% increasing in-house martech(only 10% reducing)
Source: DataXu, Modernizing the Mix: Transforming Marketing Through Technology and Analytics , July 2016
PEOPLE PROCESS
TECHNOLOGY
time
chan
geMartec’s LawTechnology changes quickly; organizations change slowly.
time
chan
geMartec’s LawTechnology changes quickly; organizations change slowly.
Think more like product managersinstead of marketing managers.
– Ray Velez
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.
PEOPLE PROCESS
TECHNOLOGY
Websites Email
Mobile Apps
Social Media
Chatbots Wearable Apps
IoTApps
VR & AR
COMMON DIGITAL FOUNDATION
Digital Natives
Digital Transformers
Digital Marketing Sophistication
Digital Marketers
Digital DiscoverersDigital
Laggards
LEAD USERS
Advance or Perish
Do these lead users foretell the future of
marketing?
Tony RalphDirector of Ad TechnologyNetflix
Source: MuleSoft, MuleSoft Connect 2016
Microservices Architectures on the Rise
Best-of-Breed Marketing Technology StacksDominate the Market Today
> 2X more popular than single-vendor suites
Architecture vs. Leverage — Best-of-Breed Wins
What would help you better leverage the full power of your current marketing technology stack?
#1: Better strategy . . . #7: Better integration
Fragile AntifragileRobustGrows
strongerwith change
Can withstand change
Harmedby
change
What are anti-fragile strategies for marketing & marketing
technology?
Fragile
Robust
Antifragile
Chief Marketing Technologisthttp://chiefmartec.com
ion interactive, inc.http://ioninteractive.com
[email protected]: @chiefmartec
Email me at:
MarTech Conferencehttp://martechconf.com