scott brinker - hacking marketing: the amazing convergence of marketing and software
TRANSCRIPT
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Hacking Marketing
Scott Brinker@chiefmartec
The Amazing Convergence of Marketing
and Software
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Co-founder & CTOSoftware and servicesfor interactive content.
EditorBlog on the entwining of marketing & technology.
Program ChairMarketing techconference.
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~150 ~350 ~1,000 ~2,000
2011 2012 2014 2015
~3,500(3,874 logos)
2016
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“Bring me my insights, I’m ready for an afternoon
strategy.”
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“That’s not how martech works!”
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Digital World Martech Explosion
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Websites are a great example of this today — their function and flow
shapes brand experience.
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What would help you better leverage the full power of your current marketing technology stack?
#1: Better strategy . . . #7: Better integration
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What can marketers learnfrom software managementto thrive in this environment?
Now that marketing andsoftware are thoroughly
entangled…
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Websites are a great example of this today — their function and flow
shapes brand experience.
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UI Data
Code
UX
Software
product managers
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Media
Messages
Mechanisms
UI Data
Code
CX UX
Marketing Software
marketing managers product managers
≈
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Think more like product managersinstead of marketing managers.
– Ray Velez
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PassiveContent
InteractiveContent
AudienceDeliversInnovation
Consumes Participates
Information Services
Media Mechanisms
Examples BlogsE-booksReportsWebinars
AssessmentsCalculatorsConfiguratorsQuizzes
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ScalabilityInnovationExperimentation Standardization
Explore Exploit“Fail Fast” “Fail Not”Question
AssumptionsLeverage
AssumptionsSpeed Dependability
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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.
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“The differences are not minor –they are rather like the differences
between Salieri and Mozart.”– Fred Brooks
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The “Myth” of the 10X Engineer
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1. Talent2. Opportunity3. Leverage
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Chief Marketing Technologisthttp://chiefmartec.com
ion interactive, inc.http://ioninteractive.com
[email protected]: @chiefmartec
Email me at:
MarTech Conferencehttp://martechconf.com