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HACKING MARKETING
Scott Brinker
@chiefmartec
Co-founder & CTO
Software and services
for interactive content.
Author & Editor
Blog on the entwining of
marketing & techn...
~150 ~350 ~1,000 ~2,000
2011 2012 2014 2015
~3,500
(3,874 logos)
2016
Let’s play
NAME THAT PROFESSION
B) Software Development
A) Marketing
Analytical Creative
Analytical
Programming
Creative
Design
Analytical
Programming
Automation
Creative
Design
Experience
Marketing
Software
Development
Marketing
& Software
Thinking Like an Engineer
In Marketing Automation In Pseudo Code
for(MktoLead	lead	in	leads[]){	
	
		if	(!lead.email.conta...
What can marketers learn
from software developers?
Agile & Lean
1 2 3 4 5 6 7 8
time
Plan
Design
Deploy
Review
Waterfall
vs. Agile
1 2 3 4 5 6 7 8
time
• respond to new events and information
• deploy viable work into the market sooner
• adjust your app...
Innovation
“The medium is the message.”
– Marshall McLuhan
the
art
of
communications
what it
says
how and
where it
appears
Mechanisms
what it
says
how and
where it
appears
how it
behaves
what it
does
the
art
of
customer
experience
Passive
Content
Interactive
Content
Audience
Delivers
Innovation
Consumes Participates
Information Services
Media Mechanis...
Mechanisms
CX
Marketing
marketing managers
customer experience
Code
UX
Software
product managers
user experience
Mechanisms Code
CX UX
Marketing Software
marketing managers product managers
≈
1. Big ideas
Meaningful learning more
valuable than optimization.
possible ideas
performance
local
maximum
non-adjacent
maximum
from a
local maximum,
adjacent steps are
unable to improve
f...
1. Big ideas
2. Big tent
3. Big deal
Exploring big data helps us
generate new hypotheses to test.
Meaningful learning more...
action
What ultimately
matters is using
data and testing
to develop
remarkable
customer
experiences.
Scalability
ScalabilityInnovation
Experimentation Standardization
Explore Exploit
“Fail Fast” “Fail Not”
Question
Assumptions
Leverage...
Can we manage both with one framework?
No, but we can manage them with two…
Core
Edge
Bimodal
marketing
Many
innovations
are explored
on the
edge.
Only a few
are scaled
into the
core.
70%
30%
Majori...
Core
Edge
Transition
Bimodal
marketing Transition
from the edge
to the core is
carefully
controlled
— like a
“stage gate”
...
Company
Brand
Campaign
Channel
Tactic
Iteration
Feedback
years
months
weeks
days
fast
slow
pace of
change
real-time
corpor...
fast
slow
pace of change
• marketing strategy
• marketing operations
• marketing technology stack
• website design
• marke...
Talent
“Great designs come from
great designers.”
– Fred Brooks
“The differences are not minor –
they are rather like the differences
between Salieri and Mozart.”
– Fred Brooks
“The difference between
the great and the average
approach an order of magnitude.”
– Fred Brooks
The “Myth” of the
10X Engineer
1.  Talent
2.  Opportunity
3.  Leverage
The “Myth” of the
10X Engineer
10X Marketer
“A brilliant road map.”
– Ram Krishnan
SVP & CMO, PepsiCo
“A compelling model.”
– John L. Kennedy
CMO, Xerox
“A terrific m...
Chief Marketing Technologist
http://chiefmartec.com
ion interactive, inc.
http://ioninteractive.com
sbrinker@ioninteractiv...
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Hacking Marketing

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Marketers can learn from software developers to harness—rather than struggle against—the dynamics of a digital world.

Scott Brinker says of Hacking Marketing, “My goal was to help marketers at all levels—even those with no technical background or inclination—adapt marketing management to the wild and wonderful whirlwind of a world now dominated by software.”

“When you realize that marketers are now paddling water up to their chins in websites (software), analytics (software), social media (software), marketing automation (software), interactive content (software), mobile apps (software), and so on, it starts to seem obvious. Software has eaten the world—and marketing too.”

“To effectively harness the digital forces of software, we must not only innovate what we produce in marketing, but innovate how we produce it too.”

“It’s time to rethink marketing management for a software-powered world.”

Learn how in this presentation by Scott Brinker @chiefmartec

Publié dans : Marketing

Hacking Marketing

  1. 1. HACKING MARKETING Scott Brinker @chiefmartec
  2. 2. Co-founder & CTO Software and services for interactive content. Author & Editor Blog on the entwining of marketing & technology. Program Chair Marketing tech conference.
  3. 3. ~150 ~350 ~1,000 ~2,000 2011 2012 2014 2015 ~3,500 (3,874 logos) 2016
  4. 4. Let’s play NAME THAT PROFESSION
  5. 5. B) Software Development A) Marketing
  6. 6. Analytical Creative
  7. 7. Analytical Programming Creative Design
  8. 8. Analytical Programming Automation Creative Design Experience
  9. 9. Marketing Software Development
  10. 10. Marketing & Software
  11. 11. 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
  12. 12. What can marketers learn from software developers?
  13. 13. Agile & Lean
  14. 14. 1 2 3 4 5 6 7 8 time Plan Design Deploy Review Waterfall vs. Agile
  15. 15. 1 2 3 4 5 6 7 8 time • respond to new events and information • deploy viable work into the market sooner • adjust your approach based on feedback • stop wasting time on ineffective programs • experiment with innovative, new ideas each sprint is an opportunity to:
  16. 16. Innovation
  17. 17. “The medium is the message.” – Marshall McLuhan the art of communications what it says how and where it appears
  18. 18. Mechanisms what it says how and where it appears how it behaves what it does the art of customer experience
  19. 19. Passive Content Interactive Content Audience Delivers Innovation Consumes Participates Information Services Media Mechanisms Examples Blogs E-books Reports Webinars Assessments Calculators Configurators Quizzes
  20. 20. Mechanisms CX Marketing marketing managers customer experience
  21. 21. Code UX Software product managers user experience
  22. 22. Mechanisms Code CX UX Marketing Software marketing managers product managers ≈
  23. 23. 1. Big ideas Meaningful learning more valuable than optimization.
  24. 24. possible ideas performance local maximum non-adjacent maximum from a local maximum, adjacent steps are unable to improve finding a better maximum requires a jump to a new region
  25. 25. 1. Big ideas 2. Big tent 3. Big deal Exploring big data helps us generate new hypotheses to test. Meaningful learning more valuable than optimization. Many in the organization are empowered to run tests. Executives vocally support a culture of experimentation.
  26. 26. action What ultimately matters is using data and testing to develop remarkable customer experiences.
  27. 27. Scalability
  28. 28. ScalabilityInnovation Experimentation Standardization Explore Exploit “Fail Fast” “Fail Not” Question Assumptions Leverage Assumptions Speed Dependability
  29. 29. Can we manage both with one framework? No, but we can manage them with two…
  30. 30. 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.
  31. 31. Core Edge Transition Bimodal marketing Transition from the edge to the core is carefully controlled — like a “stage gate” innovation process. It’s okay for non-scalable programs to remain in the edge.
  32. 32. Company Brand Campaign Channel Tactic Iteration Feedback years months weeks days fast slow pace of change real-time corporate culture,values, image positioning,value proposition concept, audience,messaging media mix,context framing communications,experiences A/B testing,personalization social media, metricsMarketingPaceLayers
  33. 33. 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.
  34. 34. Talent
  35. 35. “Great designs come from great designers.” – Fred Brooks
  36. 36. “The differences are not minor – they are rather like the differences between Salieri and Mozart.” – Fred Brooks
  37. 37. “The difference between the great and the average approach an order of magnitude.” – Fred Brooks
  38. 38. The “Myth” of the 10X Engineer
  39. 39. 1.  Talent 2.  Opportunity 3.  Leverage
  40. 40. The “Myth” of the 10X Engineer 10X Marketer
  41. 41. “A brilliant road map.” – Ram Krishnan SVP & CMO, PepsiCo “A compelling model.” – John L. Kennedy CMO, Xerox “A terrific manifesto.” – David C. Edelman McKinsey & Company “A must-read operating manual for CMOs.” – Ajay Agarwal Bain Capital Available now at
  42. 42. Chief Marketing Technologist http://chiefmartec.com ion interactive, inc. http://ioninteractive.com sbrinker@ioninteractive.com Twitter: @chiefmartec Email me at: MarTech Conference http://martechconf.com

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