Technical Marketing is the Price of Admission

INBOUND15

TECHNICAL MARKETING IS THE PRICE OF ADMISSION

Michael King (@iPullRank)

Founder, iPullRank

INBOUND15

DOWNLOAD THIS DECK

http://bit.ly/stock-marketing

@iPullRank #INBOUND15

This is the stock market as most of us know it.

When you think of the stock market, you think of guys like this.

Really, this is the stock market as it actually exists today.

For years traders felt like the markets “weren’t the markets" anymore, but didn’t know why.

It wasn’t until “flash crash” of May 6, 2010 that brokers really started to understand

ROBOTS HAD TAKEN OVER THE MARKETS

Or rather high frequency

trading algorithms did

The SEC implemented Reg NMS to require bid distribution across multiple exchanges

LATENCY CREATES ARBITRAGE OPPORTUNITIES

High Frequency Traders

capitalize on the

microsecond latency

between trades

Front Running with HFT

Exploiting the latency between trades, they could trade

against you before your original trade went through

THAT’S RIGHT. THEY “GROWTH HACKED” THE STOCK MARKET

These people embraced technology and created an opportunity in a fragmented marketplace

…while other brokers were at the mercy of technology.

This was the forceful evolution of Wall Street.

MARKETING HAS THE SAME EXACT PROBLEM

This is Where We’re At

Now is the time to find

the crevices in the

market to see outsized

returns.

We’re Not Ready for Right Now...

Most marketers feel that their team is not ready to handle

today’s technology.

We’re Not Maximizing

Most people are using

their marketing

technology just for email

marketing.

How About the IoT?

So where does that

leave marketing for the

upcoming explosion of

the Internet of Things?

It leaves you right here. Not ready for what hit you.

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.

…But Few Are Ready

We are on the verge of

a technological

revolution that

marketers are not ready

to capitalize on.

Technical Expertise Not Needed?

Marketers marketing to marketers want you to believe that

technical expertise is not a requirement.

HAVE YOU HEARD OF JAVASCRIPT?

JavaScript MVW frameworks have made content accessibility a little more difficult in recent years.

ANGULAR’S GROWTH IS A KEY REASON WHY

SEO is more technical

than ever before,

actually.

“NO IMPLEMENTATIONS UNTIL 2017”

And still you are at the

mercy of technology

and your development

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.

This is exactly why “growth hackers” are eating your food.

The New Normal

Companies like Facebook only hire technical marketers.

This is fast becoming the new normal.

WHAT DO YOU KNOW ABOUT ADWORDS SCRIPTS?

Did you know some marketers automatically make their PPC bids change based on the weather?

EVER RETARGET THE WRONG PERSON?

Did you know that’s

easily solved on the

frontend multiple

different ways?

EVER WANTED TO RETARGET JUST ONE PERSON?

Cookie pools have

minimums, but I solved

that with a few lines of

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

Does Programmatic Scare You?

The programmatic ad marketplace is not much different

from high frequency trading. Are you ready?

THIS IS NOT ABOUT LEARNING TO CODE

It’s about understanding possibilities and communicating effectively with your team to capitalize on them

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

The modern marketing team must have developers on it.

81%Of big firms now have a chief marketing technologist. This is good news.Gartner

WE ARE MATH MEN AND MAD MEN.

It’s about understanding possibilities and communicating effectively with your team to capitalize on them

STAY CURIOUS ABOUT YOUR TECHNOLOGY1

Change the Perception

Marketers are OK with

not knowing how things

work which makes

developers dismiss you.

It’s like speaking French in Paris. They’ll just be happy that you tried.

Stay Up on Coding Trends

What’s popular in the

development community

dictates where trends

are going.

HackerNews

BuiltWith Trends

Learn from what the market is doing

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.

Push Your Tools to the Limits

Stay Curious About Your Data

Discover what is possible.

ESTABLISH A BASELINE OF TECHNICAL SKILLS2

Establish a Baseline of Skills

Everyone on the iPullRank

team knows HTML, CSS,

SEO and Google Analytics

no matter what they do.

T-Shaped Marketer

Modern marketers must

have a working

knowledge of many

different disciplines with

deep knowledge in a

core skill of their

choosing.

Cornerstones Haven’t Changed

Fundamentally,

marketing is still the

same. The medium,

tools, and speed have

changed dramatically.

HTML & CSS

Learn how to build a web page. https://www.codecademy.com/tracks/web

JavaScript

Learn how to make a dynamic webpage. https://www.codecademy.com/tracks/javascript

Learn how to make applications talk to each other.https://www.codecademy.com/apis

Learn how to work with databases. https://www.codecademy.com/courses/learn-sql

Search Engine Optimization

Learn how to make content visible.http://www.distilled.net/u/

Pay Per Click

Learn how to advertising auctions work.https://support.google.com/partners/answer/6123881?hl=en

Content Strategy

Learn how to make useful and usable content. http://thecontentstrategytoolkit.com

http://contentstrategy.com

User Experience

Learn how to plan user experiences that work for your

target audience. http://www.uxapprentice.com

Measurement

Learn how to measure the performance of marketing

activities. https://analyticsacademy.withgoogle.com

Data Mining

Learn how to dig

through your idea to

identify opportunities.

https://www.coursera.org/specializati

ons/datamining

Optimization

Learn how to optimize experiences for the completion of

business objectives. http://do.thelandingpagecourse.com/

TOOLS YOU SHOULD KNOW AS MATH MEN3

Tools Create Oppportunities

Tools can be transformative to workflows and efficiency.

They can also create entirely new opportunities.

API Growth

APIs have exploded in the last 5 years. There’s more

structured data available than ever before.

MarTech Landscape

Don’t worry, most of this stuff sucks and tried and true or

free open source solutions work just fine.

“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.

No Code is MarTech’sBest Trend

Tools like Optimizely, Google Tag Manager, Zapier and Unbounce put the power back in the hands of marketers

Excel’s million row limit isn’t going to cut it in the big data

environment. http://www.mysql.com

MySQL for Excel

Pull your preprocessed query data into Excel. https://www.mysql.com/why-mysql/windows/excel/

Google Analytics

Google Analytics is more than everything you need for

effective measurement. http://www.google.com/analytics

Programmable Web

Stay in the know about what data is available. http://www.programmableweb.com

GA Query Explorer

Get the most out of GA by querying the API. https://ga-dev-tools.appspot.com/query-explorer/

Google Tag Manager

Google Tag Manager is the future of measurement setups. http://tagmanager.google.com/

CHECK OUT OUR FREE GUIDE TO GTM

http://ipullrank.com/google-tag-manager

Klipfolio

Connect all your data sources into stakeholder dashboardshttp://www.klipfolio.com

Orange

Make data mining a

visual process rather

than just a mathematical

http://orange.biolab.si

FullContact

Enhance data on your users based on their email

addresses. http://www.fullcontact.com

Local Web Server

Download a web server for building and testing. https://www.apachefriends.org/index.html

URLProfiler

Understand content’s performance quickly across every

metric that matters http://www.urlprofiler.com

MailChimp

From newsletters to trigger emails for marketing

automation, MailChimp is usually all you need.

Zapier

Automate your app connections. Achieve scale and

efficiency http://www.zapier.com

Kimono Labs

Scrape content from websites without any code.

https://www.kimonolabs.com/

Mautic

Open source Marketing Automation.http://www.mautic.com

Postman

Test out APIs without any code.http://www.getpostman.com

Unbounce

Build landing pages without any code.http://www.unbounce.com

Optimizely

Build conversion tests without any code.http://www.optimizely.com

Personyze

Do drag and drop personalization for free.http://www.personyze.com

Chrome Developer Tools

Understand the code on your page.

Ctrl+Shift+I in Chrome.

WordPress

The only CMS you’ll ever need http://www.wordpress.org

THE MODERN MARKETING PROCESS4

You’re a Conductor

Your job as a modern

marketer is to be a

conductor across many

disciplines.

Strategic Planning

You need to be able to bring a strategy together from end to end that also covers the technical aspects

Be prepared to execute it yourself. If you must.

Process STRATEGIC PLANNING

CONTENT STRATEGY

TECHNICAL DEVELOPMENT

PROMOTIONMEASUREMENT

OPTIMIZATION

Workflow STRATEGIC PLANNING

CONTENT STRATEGY

TECHNICAL DEVELOPMENT

PROMOTIONMEASUREMENT

OPTIMIZATION

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

“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

Go Get Em!

ALLOW ME TO INTRODUCE MYSELF

My name is Mike King.

I Own An Shop Called iPullRank

This Is What We Do

Hitting the Right Targets Making Software Work Paid Media Amplification Making the Right Content

This Is What We Do

Earned Media Taking the Message to the User Performance Insights Testing and Learning

We’d Love to Help You Out

That’s All I’ve Got!

THANK YOU / Q&A

MICHAEL KING FOUNDER

IPULLRANK

@iPullRank

mike@ipullrank.com

http://ipullrank.com

DOWNLOAD THIS DECK: http://bit.ly/stock-marketing

Technical Marketing is the Price of Admission

Marketing

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