3. Co-founder & CTO
Software and services
for interactive content.
Author & Editor
Blog on the entwining of
marketing & technology.
Program Chair
Marketing tech
conference.
41. “Technology is only as good as the story.”
– Ann Handley
But in a digital world,
programming is storytelling too.
42. • Software bought & built
• Configurations & parameters
• Algorithms & process design
• User experience (UX) design
• Data processing & flow
Digital storytelling includes:
Software functionality & flow are woven
into the narrative of your buyer’s journey.
55. Thinking Like an Engineer
In 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
74. Howatson has an engineering
background and ran OpenText’s
engineering unit prior to being
appointed its CMO last October.
He started his career in IT.
75. The CMO will become not just
a business administrator, but a
technologist themselves.
“
”– Adam Howatson
92. Update
Backlog
• Write a case study
• Configure new nurture
email campaign in MAP
• Create a landing page
• Launch new Google
keyword group
• Connect with a social
media influencer
94. 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
95. Part I Part II Part III Version 1 Version 2 Version 3
This is an incremental
approach — each step
offers you a chance to
adjust your trajectory.
This is an iterative
approach — each step
offers you a chance to
refine your deliverable
based on feedback.
96. Version 1 Version 2 Version 3
This is an iterative
approach — 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.
97. 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.
99. “…the key meta-trends that will define
how all marketing is done in a world of
technology enablement...”
– Terence Kawaja, CEO
LUMA Partners
“…helps the reader to understand how
technology can be used for both successful
marketing strategy and execution.”
– Jonathan Becher, CMO
SAP
Download a free copy of my book at chiefmartec.com
Think like an Engineer:
Marketing Automation IS coding!
Allows you to better understand the complex system of Marketing Automation
Capture more value from creative hacks to get more out of your Marketing Automation
Create a better customer experience throughout the customer lifecycle