Developers aren't known for their love of marketing! There's often a wide divide between technical and non-technical roles. but in reality we share a lot of the same challenges - doing more with less, measuring what works and connecting with users. This talk shares lessons from software development that marketers can use to create more accountable, data-driven marketing. Learn why marketers must be artists, scientists and politicians and how to balance these roles.

1. What I’ve learnt about marketing
from people who hate marketing.
Nicole Williams, Marketing Manager, SilverStripe

3. 64 SilverStripers
44 Developers
1 Marketer…

4. 65 SilverStripers
44 Developers
2 Marketers!

6. “An ad that pretends to be art is - at absolute best - like
someone who smiles at you only because he wants something
from you. This is dishonest, but what’s insidious is the
cumulative effect that such dishonesty has on us; since it offers
the perfect simulacrum of goodwill without goodwill’s real
substance, it messes with our heads and eventually starts
upping our defenses even in cases of genuine smiles and real art
and true goodwill. It makes us feel confused and lonely and
impotent and angry and scared. It causes despair.”
David Foster Wallace, author and English professor

8. Image: http://www.entrepreneur.com/article/241644
Marketing tips from people who
hate marketing?

9. Challenge
How do we deliver the most value?

10. Lesson 1:
Continuous Improvement
wins over perfection

11. http://www.silverstripe.com/what-we-do/services/agile/

12. Many little experiments
over one big bet.

13. Plan.
Create.
Release.
Measure.
Repeat.

14. Experiments have:
A hypothesis
A control
A test
Results
Conclusion

15. Challenge
Is it working?

16. Lesson 2:
Be driven by data,
not opinions

17. “Half my advertising is wasted,
I just don’t know which half.”
- John Wannamaker, US Retailer

18. What is your most important
metric?

19. SilverStripe Open Source Software
Our 1 key metric?

20. Software downloads?

21. The number of new developers
watching our online lessons.

22. Hypothesis:
Traffic from homepage
was “cold”
No clear start point
No expectation of
outcome
25% Conversion

23. Changes:
Changed homepage
link label to “warm”
Spelled out what
lessons would provide
Created a 1-hour series
75% Conversion

24. Hypothesis
Control
Test
Results
Conclusion?

25. Low-fi wins.

26. Challenge
How do we build software users will love?

27. Lesson 3:
Your customers
are NOT
Stereotypes

28. Personas vs Stereotypes Mother
Aged 25-40
HHI $60K+

29. Stereotypes depersonalize.

30. Your fastest
caffeine fix
ever.
www.nespresso.com

32. Take a
moment
for you.
www.nespresso.com

33. It’s never
just coffee.
www.nespresso.com

34. It’s our job to create empathy.

35. Are you Technical or
Non-Technical?

36. Flour + Yeast
Image: http://food52.com/blog/10044-dan-leader-s-4-hour-baguette

37. Startups don’t fail because they can’t build
the product. They fail because they can’t
get traction for their product.
~ Ryan Hoover, Founder, Product Hunt

38. Technical + Traction
Image: http://food52.com/blog/10044-dan-leader-s-4-hour-baguette

39. US Fortune 1,000 companies
34 marketing directors
at board executive level
That’s 0.1%
http://istart.com.au/news-items/board-level-marketers-must-embrace-data-technology-and-finance/

40. [Marketers must be] part artist - leading their teams to develop
inspiring campaigns; part scientist - analysing and uncovering
value from huge volumes of variable data; and part politician -
being relationships and becoming great communicators”
~ Andrea Ward, VP marketing, Oracle Marketing Cloud

41. Thanks!
Nicole Williams, Marketing Manager, SilverStripe
www.silverstripe.com
@envycollect | www.theenvycollection.com