Software gives marketers a greatly expanded creative palette to design memorable customer experience masterpieces — and the leverage to reach a much broader and more engaged audience with them. The secret to success, however, is not in the technology itself — but rather adapting marketing management to this new software-powered environment. In this presentation, marketing technologist Scott Brinker, author of the new book Hacking Marketing, will show you how to: recognize the parallels between software development and modern marketing; adapt agile software development management methods to "agile marketing"; and design marketing programs, systems, and organizations to embrace change. Presented at Delight 2016 by Scott Brinker, Chief MarTec http://delight.us/conference

1. Hacking
Marketing
Scott Brinker
@chiefmartec
Marketing
Management
in a Software
World

2. Co-founder & CTO
Software and services
for interactive content.
Editor
Blog on the entwining of
marketing & technology.
Program Chair
Marketing tech
conference.

4. ~150 ~350 ~1,000 ~2,000
2011 2012 2014 2015
~3,500
(3,874 logos)
2016

5. Source: Signal, September
Evolving rapidly
Evolving
at light
speed
Has
been
growing
steadily
Has
evolved
slightlyNot
much

6. time
peak martech
landscape

7. Let’s play
NAME THAT PROFESSION

8. Analytical Creative

9. Analytical
Programming
Creative
Design

10. Analytical
Programming
Automation
Creative
Design
Experience

11. Marketing
Software
Development

12. Marketing
& Software

13. engineering marketing
C A R E E R S P E C T R U M
xkcd.com

14. What can marketers learn
from software management
to thrive in this environment?
Now that marketing and
software are thoroughly
entangled…

17. “The medium is the message.”
– Marshall McLuhan
the
art
of
communications
what it
says
how and
where it
appears

18. Mechanisms
what it
says
how and
where it
appears
how it
behaves
what it
does
the
art
of
customer
experience

19. Code
UX
Software
product managers

20. Mechanisms Code
CX UX
Marketing Software
marketing managers product managers
≈

21. Think more like product managers
instead of marketing managers.
– Ray Velez

22. “…shaping the product offering, user
experience, and interaction design.”
“…focus on understanding and
advocating for the users.”

23. Passive
Content
Interactive
Content
Audience
Delivers
Innovation
Consumes Participates
Information Services
Media Mechanisms
Examples Blogs
E-books
Reports
Webinars
Assessments
Calculators
Configurators
Quizzes

34. ScalabilityInnovation
Experimentation Standardization
Explore Exploit
“Fail Fast” “Fail Not”
Question
Assumptions
Leverage
Assumptions
Speed Dependability

36. 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.

44. Company
Brand
Campaign
Channel
Tactic
Iteration
Feedback
fast
slow
pace of
change
MarketingPaceLayers

45. 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.

46. Jesse James Garrett (jjg@jjg.net)

48. “The differences are not minor –
they are rather like the differences
between Salieri and Mozart.”
– Fred Brooks

49. The “Myth” of the
10X Engineer

50. 1. Talent
2. Opportunity
3. Leverage

52. Chief Marketing Technologist
http://chiefmartec.com
ion interactive, inc.
http://ioninteractive.com
sbrinker@chiefmartec.com
Twitter: @chiefmartec
Email me at:
MarTech Conference
http://martechconf.com