become the industry leading marketing team in 12 months
DESCRIPTION
This is the presentation I gave on behalf of HourlyNerd at HubSpot's Inbound 2014 Conference. The theme of this presentation is simply to change the way you think about your marketing strategy. Instead of asking "what can I do," rather ask yourself "what can I do for others."TRANSCRIPT
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Become the Industry Leading Marketing TeamIn 12 months or less.
Dan Slagen
CMO, HourlyNerd
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• Unbundled• Consulting• Platform• Direct expertise • Project based• Flexible
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September 2015
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“I’m a firm believer in paradigm breaking…outside the box thinking”
• 20M view on YouTube
• 1M registered users
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Branding Performance Product marketing
Sales enablement
Positioning/messaging Thought leadershipProduct updates,
enhancements and roadmap Leads/qualification
Value proposition Content/social/video Relationship with Devs Sales/Marketing Ops
Website/mobile Paid & organic Customer onboarding Persona analysis
Public relations Co-marketing Customer success Industry updates
Events/Speaking Email/Marketing
automation/nurturing Customer council Pricing
Community Metrics –
COCA/LTV/ROI Competitive analysis One-sheeters
Creative Offline Analyst relations Pitching
CultureMeasurement/
reporting/analytics Internal education Sales decks
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The problem is that we usually
stop here.
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mindset clarity
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What Can I Do?
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What Can I Do For Others?
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1 PR
2 Lead gen
3 Social
4 The current gamble
Four Stories For Others
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• 100-2,000 employees• $50k per month on
FB• Digital & mobile focus• Direct response
oriented• Located in North
America
Challenge Target Market • Zero budget
• Zero trust in ad:tech• Crowded space• Need to be consistently
relevant • Innovation & thought
leadership
Nanigans
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What can I do?
BlogContentSpeakingAsk for $$$Case studiesReferralsLogos
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What can I do for others?...data
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38% of PR^2,400% lead gen
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1 PR
2 Lead gen
3 Social
4 The current gamble
Four Stories For Others
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What can I do?
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What can I do for others?...personalize
GenderLocationOccupationLanguageSupportPurposeCase details
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Owned 9 of 11 paid listings (81%)
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1 PR
2 Lead gen
3 Social
4 The current gamble
Four Stories For Others
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PaidContentViral videoCompany pageFan acquisitionCultureComedyEvangelistsEvents
What can I do?
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What did FB need? 1.) Revenue 2.) SMB 3.) Sales fuel 4.) Results
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What can I do for others?...make them $
ebooks classeswebinars speaking eventssales guides account management
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30,000 leads per month
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Alignment: Promotion:
Brand:
The 2/3 rule
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12 tips on partners
1.) Needs/goals: Let them talk for as long as you can
2.) Plan: Have one (or a few)
3.) Reporting/tracking: Show them how to look good
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12 tips on partners
4.) Success: Make them look great
5.) Concerns: Specialize in their concerns/weaknesses 6.) Timing: If it’s not right, it’s not happening
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12 tips on partners
7.) Employment length: Newbies can make a quick impact
8.) Introductions: Help partners know the right people
9.) Resources: They don’t have any
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12 tips on partners
10.) Instantaneous: Always be ready
11.) Honesty: If one bridge gets burned, word gets around
12.) Vision: Show them how you’ll get them to theirs
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1 PR
2 Lead gen
3 Social
4 The current gamble
Four Stories For Others
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Branding Performance Product marketing
Sales enablement
Positioning/messag
ing Thought leadership
Product updates, enhancements and roadmap
Leads/qualification
Value proposition Content/social/video Relationship with DevsSales/Marketing
Ops
Website/mobile Paid & organic Customer onboarding Persona analysis
Public relations Co-marketing Customer success Industry updates
Events/Speaking Email/Marketing automation/nurt
uring Customer council Pricing
Community Metrics –
COCA/LTV/ROI Competitive analysis One-sheeters
Creative Offline Analyst relations Pitching
CultureMeasurement/
reporting/analytics
Internal education Sales decks
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ContentThought leadershipPRSEO/SocialLead genBrandingCommunity Education
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AUTHENTIC
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EDUCATION PROFESSIONAL
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Data & expertisePersonalizationMake people $
Industry
Job function
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“We all have a great need for acceptance, but you must trust that your beliefs are unique, your own.”