From the MarTech Conference in London, UK, October 20-21, 2015. SESSION: Keynote: Hacking Marketing: The Convergence Of Marketing & Software. PRESENTATION: Hacking Marketing - Given by Scott Brinker - @chiefmartec - MarTech Conference Chair, Editor & Publisher - chiefmartec.com. #MarTech DAY1
2. Co-‐founder
&
CTO
So#ware
and
services
for
interac1ve
content.
Author
&
Editor
Blog
on
the
entwining
of
marke1ng
&
technology.
Program
Chair
Marke1ng
tech
conference.
35. Media
Messages
what
it
says
where
and
how
it
appears
most
digital
marke3ng
innova3on
to
date
(“the
medium
is
the
message”)
36. Media
Messages
Mechanisms
the
next
big
wave
of
marke3ng
innova3on
(“the
mechanism
is
the
message”)
what
it
says
where
and
how
it
appears
how
it
behaves
form
func1on
42. “Technology
is
only
as
good
as
the
story.”
–
Ann
Handley
But
in
a
digital
world,
programming
is
storytelling
too.
43. • So5ware
bought
&
built
• Configura3ons
&
parameters
• Algorithms
&
process
design
• User
experience
(UX)
design
• Data
processing
&
flow
Digital
storytelling
includes:
So5ware
funcJonality
&
flow
are
woven
into
the
narra3ve
of
your
buyer’s
journey.
44.
45. CMO:
I’m
ready
to
take
over
our
IT
spend!
CIO:
Why
me?
By
2017
the
CMO
will
spend
more
on
IT
than
the
CIO.
–
Gartner
52. Thinking
Like
an
Engineer
In
MarkeJng
AutomaJon
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
WyaO,
New
Relic,
presenta1on
at
MarTech
2015
54. Marke3ng
Exper3se
Technology
Exper3se
Old
School
Marketers
New
School:
MarkeJng
Technologists
CreaJve
Technologists
Growth
Hackers
Chief
Digital
Officers
Data
ScienJsts
Old
School
IT
&
Engineers
57. 81%
of
large
firms
now
have
a
chief
marke3ng
technologist
role
58.
59.
60.
61.
62.
63.
64.
65.
66.
67.
68. 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.
69. The
CMO
will
become
not
just
a
business
administrator,
but
a
technologist
themselves.
“
”–
Adam
Howatson
70. Not
everyone
in
markeJng
needs
to
be
a
technologist.
Just
as
not
everyone
in
markeJng
needed
to
be
a
creaJve.
80. Think
more
like
product
managers
instead
of
marke3ng
managers.
–
Ray
Velez
81. “…shaping
the
product
offering,
user
experience,
and
interacJon
design.”
“…focus
on
understanding
and
advocaJng
for
the
users.”
82. Minimum
Viable
PromoJon
(MVP)
• Plausible
u3lity/entertainment
value
• Does
not
create
“brand
debt”
• Tests
a
hypothesis
about
the
market
• Has
a
metric
by
which
to
measure
success