Scott Brinker - Hacking Marketing: The Amazing Convergence of Marketing and Software

Hacking Marketing

Scott Brinker@chiefmartec

The Amazing Convergence of Marketing

and Software

Co-founder & CTOSoftware and servicesfor interactive content.

EditorBlog on the entwining of marketing & technology.

Program ChairMarketing techconference.

~150 ~350 ~1,000 ~2,000

2011 2012 2014 2015

~3,500(3,874 logos)

2016

“Bring me my insights, I’m ready for an afternoon

strategy.”

“That’s not how martech works!”

Digital World Martech Explosion

Websites are a great example of this today — their function and flow

shapes brand experience.

What would help you better leverage the full power of your current marketing technology stack?

#1: Better strategy . . . #7: Better integration

What can marketers learnfrom software managementto thrive in this environment?

Now that marketing andsoftware are thoroughly

entangled…

Websites are a great example of this today — their function and flow

shapes brand experience.

UI Data

Code

UX

Software

product managers

Media

Messages

Mechanisms

UI Data

Code

CX UX

Marketing Software

marketing managers product managers

≈

Think more like product managersinstead of marketing managers.

– Ray Velez

PassiveContent

InteractiveContent

AudienceDeliversInnovation

Consumes Participates

Information Services

Media Mechanisms

Examples BlogsE-booksReportsWebinars

AssessmentsCalculatorsConfiguratorsQuizzes

ScalabilityInnovationExperimentation Standardization

Explore Exploit“Fail Fast” “Fail Not”Question

AssumptionsLeverage

AssumptionsSpeed Dependability

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.

“The differences are not minor –they are rather like the differences

between Salieri and Mozart.”– Fred Brooks

The “Myth” of the 10X Engineer

1. Talent2. Opportunity3. Leverage

Chief Marketing Technologisthttp://chiefmartec.com

ion interactive, inc.http://ioninteractive.com

sbrinker@chiefmartec.comTwitter: @chiefmartec

Email me at:

MarTech Conferencehttp://martechconf.com