Co-founder & CTOSoftware and servicesfor interactive content.
Author & EditorBlog on the entwining of marketing & technology.
Program ChairMarketing techconference.
Everything blossoms.Days get longer.Temperatures heat up.Predators emerge from hibernation.
Springtime:
Investment data provided by
$13.7 billion
$2.6 billion
$3.3 billion
$5.6 billion 26 unicorns
$25.2 billion
300,000+ employees
$2.41 ROI (materialized)
Source: Econsultancy and Tealium, 2015
51% have 21 or more vendors in 2015 (compared to 36% in 2012)
“Technology is only as good as the story.”– Ann Handley
But in a digital world,programming is storytelling too.
• Software bought & built
• Configurations & parameters
• Algorithms & process design
• User experience (UX) design
• Data processing & flow
Digital storytelling includes:
Software functionality & flow are woveninto the narrative of your buyer’s journey.
Analytics software affects our perceptions.
Marketing automation software affects our processes.
Social media software affects our engagement strategy.
Marketing apps software affects our touchpoints.
CRM software, by definition, affects our relationships.
“Software is eating the
world.”
Why Software is Eating the World, Marc Andreessen, The Wall Street Journal, August 20, 2011
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
Thinking Like an EngineerIn 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
Marketing Expertise
Tech
no
logy
Exp
erti
se
Old School Marketers
New School:Marketing TechnologistsCreative Technologists
Growth HackersChief Digital Officers
Data ScientistsO
ld S
cho
ol
IT &
En
gin
ee
rs
technology changes exponentially
organizations change logarithmically
technology management is deciding which
changes are adopted
?
?
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.
The CMO will become not justa business administrator, but a technologist themselves.
“”
– Adam Howatson
Not everyone in marketing
needs to be a technologist.
Just as not everyonein marketing
needed to be acreative.
Plan
Review
Produce
Deploy
“Waterfall” marketing management — often a quarterly or yearly plan.
“Waterfall” is a predictive approach to management.
Sprint Planning
Sprint
SprintRetrospective Daily
Stand-up
1 day
2-4
weeks
Sprint Review
UpdateBacklog
UpdateBacklog
• 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
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
Part I Part II Part III Version 1 Version 2 Version 3
This is an incrementalapproach — each step offers you a chance to adjust your trajectory.
This is an iterativeapproach — each step offers you a chance to refine your deliverable based on feedback.
Version 1 Version 2 Version 3
This is an iterativeapproach — 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.
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.
“…the key meta-trends that will definehow 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
Chief Marketing Technologisthttp://chiefmartec.com
ion interactive, inc.http://ioninteractive.com
[email protected]: @chiefmartec
Reach me at:
MarTech Conferencehttp://martechconf.com