scott brinker - hacking marketing
TRANSCRIPT
Co-founder & CTOSoftware and servicesfor interactive content.
Author & EditorBlog on the entwining of marketing & technology.
Program ChairMarketing techconference.
Aug 2011 Sep 2012 Jan 2014 Jan 2015
The system dynamics of 2,000+ marketing technology
vendors.
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.
Marketer Marketing Software
Web Services
Client Software Customer
time
# of
soft
war
e pr
ogra
ms
used
by
mar
kete
rs
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
“Software is eating the
world.”
* Especially marketing.
1st order Marketing lives insoftware.
The Internet and the digital world.
1st order Marketing lives insoftware.
The Internet and the digital world.
2nd order Marketing usessoftware.
Selection, integration, operation & ongoing maintenance of tools.
1st order Marketing lives insoftware.
The Internet and the digital world.
2nd order Marketing usessoftware.
Selection, integration, operation & ongoing maintenance of tools.
3rd order Marketing buildssoftware.
Websites, mobile apps, data models, programmatic logic, scripts, etc.
Increasingly, marketing is dominated by the dynamics of software.
What can marketing learn from software management?
Agility Innovation Scalability Talent
Agility
AgileManagement
Plan
Review
Produce
Deploy
“Waterfall” is a predictive approach to management.
Sprint PlanningSprint
SprintRetrospective Daily
Stand-up
1 day
2-4week
sprintsSprint Review
UpdateBacklog
Scrum is adaptive.
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.
The 2 Pizza Rule
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.
• Short iteration cycles• Adapt based on feedback• Unambiguous prioritization• Information transparency• Empower small teams
Agile Principles
Kanban
• Visualize workflow• Limit work-in-progress (WIP)• “Pull” vs. “push”• Continuous improvement• Reduce waste
Kanban Principles
Don’t confuse “waste” and “creativity.”
Innovation
Media Messages what it sayswhere andhow it appears
most digital marketing innovation to date (“the medium is the message”)
Media Messages
Mechanisms the next big wave of marketing innovation (“the mechanism is
the message”)
what it sayswhere andhow it appears
how it behaves
form
function
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.”
Don’t forget the “viable” in Minimum Viable Product.
Minimum Viable Marketing• Plausible utility/entertainment value• Does not create “brand debt”• Tests a hypothesis about the market• Has a metric by which to measure success
innovation vs. optimization
70-20-10
20%
“Innovation Killers: How Financial Tools Destroy Your Capacity to Do New Things.”by Clay Christensen
Design Studio Methodology& Collaborative Design
Design Studio Methodology
1. Describe the challenge.2. Group into mixed teams.3. Rapidly sketch many ideas.4. Present and critique.5. Iterate (refine & mash-up).
Apply to campaigns, content, websites…
Creative Abrasion
Scalability
Scalability Innovation
Exploit ExploreStandardization Experimentation
“Fail Not” “Fail Fast”Low Variance High Variance
LeverageAssumptions
QuestionAssumptions
Scale Speed
Platforms
Toyota Camry
Lexus ES
MarketingFeedback Social media, performance metricsIteration A/B testing, optimizationTactic Communication/experienceChannel Channel selection, context framingCampaign Concept, messaging, audienceBrand Positioning, value propositionCompany Corporate culture, values, image
fast
slow
Photograph by John Fowler
• Websites• Marketing technology stacks• Content hierarchy• Marketing data
Pace Layering applied to…
Source: Corey Craig, Dell, presentation at MarTech 2015
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
Managing (marketing) program evolution
• Unit testing, debugging• Configuration management• Deprecation and clean-up• Knowledge transfer• Refactoring
Talent
technology changes exponentially
organizations change logarithmically
Time
Chan
ge
Technology Acceptance Model (TAM)
Conway’sLaw
A system’s design reflects
the organization that built it.
Illustration by Martin Fowler and James Lewis, article on Microservices.
Illustration by Martin Fowler and James Lewis, article on Microservices.
10X Engineer
10X Marketer
Agility Innovation Scalability Talent
Chief Marketing Technologisthttp://chiefmartec.com
ion interactive, inc.http://ioninteractive.com
[email protected]: @chiefmartec
Reach me at:
MarTech Conferencehttp://martechconf.com