technical marketing is the price of admission
TRANSCRIPT
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INBOUND15
TECHNICAL MARKETING IS THE PRICE OF ADMISSION
Michael King (@iPullRank)
Founder, iPullRank
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INBOUND15
DOWNLOAD THIS DECK
http://bit.ly/stock-marketing
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@iPullRank #INBOUND15
This is the stock market as most of us know it.
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@iPullRank #INBOUND15
When you think of the stock market, you think of guys like this.
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@iPullRank #INBOUND15
Really, this is the stock market as it actually exists today.
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@iPullRank #INBOUND15
For years traders felt like the markets “weren’t the markets" anymore, but didn’t know why.
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@iPullRank #INBOUND15
It wasn’t until “flash crash” of May 6, 2010 that brokers really started to understand
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@iPullRank #INBOUND15
ROBOTS HAD TAKEN OVER THE MARKETS
Or rather high frequency
trading algorithms did
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@iPullRank #INBOUND15
The SEC implemented Reg NMS to require bid distribution across multiple exchanges
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LATENCY CREATES ARBITRAGE OPPORTUNITIES
High Frequency Traders
capitalize on the
microsecond latency
between trades
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@iPullRank #INBOUND15
Front Running with HFT
Exploiting the latency between trades, they could trade
against you before your original trade went through
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@iPullRank #INBOUND15
THAT’S RIGHT. THEY “GROWTH HACKED” THE STOCK MARKET
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These people embraced technology and created an opportunity in a fragmented marketplace
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…while other brokers were at the mercy of technology.
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@iPullRank #INBOUND15
This was the forceful evolution of Wall Street.
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@iPullRank #INBOUND15
MARKETING HAS THE SAME EXACT PROBLEM
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This is Where We’re At
Now is the time to find
the crevices in the
market to see outsized
returns.
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We’re Not Ready for Right Now...
Most marketers feel that their team is not ready to handle
today’s technology.
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We’re Not Maximizing
Most people are using
their marketing
technology just for email
marketing.
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@iPullRank #INBOUND15
How About the IoT?
So where does that
leave marketing for the
upcoming explosion of
the Internet of Things?
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@iPullRank #INBOUND15
It leaves you right here. Not ready for what hit you.
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@iPullRank #INBOUND15
We All Agree IoT is Next
Senior marketers agree that IoT is the next big thing, but
there’s a disconnect with current channels and technology.
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…But Few Are Ready
We are on the verge of
a technological
revolution that
marketers are not ready
to capitalize on.
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Technical Expertise Not Needed?
Marketers marketing to marketers want you to believe that
technical expertise is not a requirement.
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HAVE YOU HEARD OF JAVASCRIPT?
JavaScript MVW frameworks have made content accessibility a little more difficult in recent years.
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ANGULAR’S GROWTH IS A KEY REASON WHY
SEO is more technical
than ever before,
actually.
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@iPullRank #INBOUND15
“NO IMPLEMENTATIONS UNTIL 2017”
And still you are at the
mercy of technology
and your development
team.
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@iPullRank #INBOUND15
SECRET: NOTHING IS EVER THAT HARD.
Developers are seen as magicians so they get away with a lot because you don’t understand what they do.
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@iPullRank #INBOUND15
This is exactly why “growth hackers” are eating your food.
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@iPullRank #INBOUND15
The New Normal
Companies like Facebook only hire technical marketers.
This is fast becoming the new normal.
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WHAT DO YOU KNOW ABOUT ADWORDS SCRIPTS?
Did you know some marketers automatically make their PPC bids change based on the weather?
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@iPullRank #INBOUND15
EVER RETARGET THE WRONG PERSON?
Did you know that’s
easily solved on the
frontend multiple
different ways?
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EVER WANTED TO RETARGET JUST ONE PERSON?
Cookie pools have
minimums, but I solved
that with a few lines of
code.
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Did You Know Your Ad Network Will Like to You?
If you’re not savvy enough to figure it out, you could be wasting big portions of your budget. h/t @willcritchlow
https://medium.com/@robleathern/the-mobile-video-ad-lie-938a6de51367
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@iPullRank #INBOUND15
Does Programmatic Scare You?
The programmatic ad marketplace is not much different
from high frequency trading. Are you ready?
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THIS IS NOT ABOUT LEARNING TO CODE
It’s about understanding possibilities and communicating effectively with your team to capitalize on them
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@iPullRank #INBOUND15
OH, You’re Still Siloing Your Teams?
Despite how ineffective it is, companies still take an assembly line approach where marketing and development don’t interact
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@iPullRank #INBOUND15
The modern marketing team must have developers on it.
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81%Of big firms now have a chief marketing technologist. This is good news.Gartner
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WE ARE MATH MEN AND MAD MEN.
It’s about understanding possibilities and communicating effectively with your team to capitalize on them
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@iPullRank #INBOUND15
STAY CURIOUS ABOUT YOUR TECHNOLOGY1
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@iPullRank #INBOUND15
Change the Perception
Marketers are OK with
not knowing how things
work which makes
developers dismiss you.
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@iPullRank #INBOUND15
It’s like speaking French in Paris. They’ll just be happy that you tried.
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@iPullRank #INBOUND15
Stay Up on Coding Trends
What’s popular in the
development community
dictates where trends
are going.
HackerNews
BuiltWith Trends
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@iPullRank #INBOUND15
Learn from what the market is doing
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@iPullRank #INBOUND15
Learn Your Tools Well
I’ve never seen an instance of Omniture set up properly. I
rarely see someone who knows how to use it.
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@iPullRank #INBOUND15
Push Your Tools to the Limits
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@iPullRank #INBOUND15
Stay Curious About Your Data
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Discover what is possible.
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@iPullRank #INBOUND15
ESTABLISH A BASELINE OF TECHNICAL SKILLS2
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Establish a Baseline of Skills
Everyone on the iPullRank
team knows HTML, CSS,
SEO and Google Analytics
no matter what they do.
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T-Shaped Marketer
Modern marketers must
have a working
knowledge of many
different disciplines with
deep knowledge in a
core skill of their
choosing.
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Cornerstones Haven’t Changed
Fundamentally,
marketing is still the
same. The medium,
tools, and speed have
changed dramatically.
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HTML & CSS
Learn how to build a web page. https://www.codecademy.com/tracks/web
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JavaScript
Learn how to make a dynamic webpage. https://www.codecademy.com/tracks/javascript
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APIs
Learn how to make applications talk to each other.https://www.codecademy.com/apis
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SQL
Learn how to work with databases. https://www.codecademy.com/courses/learn-sql
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Search Engine Optimization
Learn how to make content visible.http://www.distilled.net/u/
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Pay Per Click
Learn how to advertising auctions work.https://support.google.com/partners/answer/6123881?hl=en
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Content Strategy
Learn how to make useful and usable content. http://thecontentstrategytoolkit.com
http://contentstrategy.com
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User Experience
Learn how to plan user experiences that work for your
target audience. http://www.uxapprentice.com
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Measurement
Learn how to measure the performance of marketing
activities. https://analyticsacademy.withgoogle.com
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Data Mining
Learn how to dig
through your idea to
identify opportunities.
https://www.coursera.org/specializati
ons/datamining
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Optimization
Learn how to optimize experiences for the completion of
business objectives. http://do.thelandingpagecourse.com/
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TOOLS YOU SHOULD KNOW AS MATH MEN3
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Tools Create Oppportunities
Tools can be transformative to workflows and efficiency.
They can also create entirely new opportunities.
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API Growth
APIs have exploded in the last 5 years. There’s more
structured data available than ever before.
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MarTech Landscape
Don’t worry, most of this stuff sucks and tried and true or
free open source solutions work just fine.
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“Tools must shift from lines of code to declarative tools that allow business analysts to drag and drop processes, and users to compose apps rather than code them.”
…and that’s where things are headed.
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No Code is MarTech’sBest Trend
Tools like Optimizely, Google Tag Manager, Zapier and Unbounce put the power back in the hands of marketers
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MySQL
Excel’s million row limit isn’t going to cut it in the big data
environment. http://www.mysql.com
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MySQL for Excel
Pull your preprocessed query data into Excel. https://www.mysql.com/why-mysql/windows/excel/
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Google Analytics
Google Analytics is more than everything you need for
effective measurement. http://www.google.com/analytics
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Programmable Web
Stay in the know about what data is available. http://www.programmableweb.com
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GA Query Explorer
Get the most out of GA by querying the API. https://ga-dev-tools.appspot.com/query-explorer/
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Google Tag Manager
Google Tag Manager is the future of measurement setups. http://tagmanager.google.com/
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@iPullRank #INBOUND15
CHECK OUT OUR FREE GUIDE TO GTM
http://ipullrank.com/google-tag-manager
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Klipfolio
Connect all your data sources into stakeholder dashboardshttp://www.klipfolio.com
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Orange
Make data mining a
visual process rather
than just a mathematical
one.
http://orange.biolab.si
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FullContact
Enhance data on your users based on their email
addresses. http://www.fullcontact.com
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Local Web Server
Download a web server for building and testing. https://www.apachefriends.org/index.html
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URLProfiler
Understand content’s performance quickly across every
metric that matters http://www.urlprofiler.com
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MailChimp
From newsletters to trigger emails for marketing
automation, MailChimp is usually all you need.
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Zapier
Automate your app connections. Achieve scale and
efficiency http://www.zapier.com
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Kimono Labs
Scrape content from websites without any code.
https://www.kimonolabs.com/
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Mautic
Open source Marketing Automation.http://www.mautic.com
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Postman
Test out APIs without any code.http://www.getpostman.com
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Unbounce
Build landing pages without any code.http://www.unbounce.com
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Optimizely
Build conversion tests without any code.http://www.optimizely.com
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Personyze
Do drag and drop personalization for free.http://www.personyze.com
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Chrome Developer Tools
Understand the code on your page.
Ctrl+Shift+I in Chrome.
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WordPress
The only CMS you’ll ever need http://www.wordpress.org
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THE MODERN MARKETING PROCESS4
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You’re a Conductor
Your job as a modern
marketer is to be a
conductor across many
disciplines.
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Strategic Planning
You need to be able to bring a strategy together from end to end that also covers the technical aspects
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Be prepared to execute it yourself. If you must.
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Process STRATEGIC PLANNING
CONTENT STRATEGY
TECHNICAL DEVELOPMENT
PROMOTIONMEASUREMENT
OPTIMIZATION
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Workflow STRATEGIC PLANNING
CONTENT STRATEGY
TECHNICAL DEVELOPMENT
PROMOTIONMEASUREMENT
OPTIMIZATION
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Model
Identify a performant segment of your audience
Develop a hypothesis
Launch something to support the hypothesis
Determine how to measure
Listen to performance
Optimize Accordingly
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“Only teams where there’s cross-discipline understanding are going to be able to produce truly exceptional marketing content, and the gap between those agencies and clients and everyone else is only going to get more obvious as the rate of progress hastens.”
@PeteWailes
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Go Get Em!
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ALLOW ME TO INTRODUCE MYSELF
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My name is Mike King.
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I Own An Shop Called iPullRank
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This Is What We Do
Hitting the Right Targets Making Software Work Paid Media Amplification Making the Right Content
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This Is What We Do
Earned Media Taking the Message to the User Performance Insights Testing and Learning
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We’d Love to Help You Out
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That’s All I’ve Got!
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THANK YOU / Q&A
MICHAEL KING FOUNDER
IPULLRANK
@iPullRank
http://ipullrank.com
DOWNLOAD THIS DECK: http://bit.ly/stock-marketing