Michael King - Technical Marketing

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 team.


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 code.


Did You Know Your Ad Network Will Lie to You?

If you’re not savvy enough to figure it out, you could be wasting big portions of your budget. h/t @willcritchlowhttps://medium.com/@robleathern/the-mobile-video-ad-lie-938a6de51367

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 TrendsWhat’s popular in the development community dictates where trends are going.

HackerNewsBuiltWith Trends

http://news.ycombinator.com/

http://trends.builtwith.com/


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 iPullRankteam 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


APIs

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


SQL

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.comhttp://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/specializations/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


MySQL

Excel’s million row limit isn’t going to cut it in the big data environment. http://www.mysql.com

http://www.mysql.com/


MySQL for Excel

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

http://www.google.com/analytics


Programmable Web

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

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/

https://ga-dev-tools.appspot.com/query-explorer/


Google Tag Manager

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

http://tagmanager.google.com/


CHECK OUT OUR FREE GUIDE TO GTM

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

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


Klipfolio

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

http://www.klipfolio.com/


OrangeMake data mining a visual process rather than just a mathematical one.

http://orange.biolab.si

http://orange.biolab.si/


FullContact

Enhance data on your users based on their email addresses. http://www.fullcontact.com

http://www.fullcontact.com/


Local Web Server

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

https://www.apachefriends.org/index.html


URLProfiler

Understand content’s performance quickly across every metric that matters http://www.urlprofiler.com

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

http://www.zapier.com/


Kimono Labs

Scrape content from websites without any code. https://www.kimonolabs.com/

https://www.kimonolabs.com/


Mautic

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

http://www.mautic.com/


Postman

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

http://www.getpostman.com/


Unbounce

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

http://www.unbounce.com/


Optimizely

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

http://www.optimizely.com/


Personyze

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

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

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 PlanningYou 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


ModelIdentify a performant segment of your audience

Develop a hypothesisLaunch something to support the hypothesis

Determine how to measure Listen to performanceOptimize 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

RESEARCH & planningHitting the Right Targets

SOLUTIONS ARCHITECTUREMaking Software Work

Media managementPaid Media Amplification

CONTENT STRATEGYMaking the Right Content


This Is What We Do

SEO & SOCIAL MEDIAEarned Media

EMAIL MARKETINGTaking the Message to the User

MEASUREMENTPerformance Insights

OPTIMIZATIONTesting and Learning


We’d Love to Help You Out


That’s All I’ve Got!


THANK YOU / Q&A

MICHAEL KING FOUNDERIPULLRANK

@[email protected]://ipullrank.com

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

mailto:[email protected]

http://ipullrank.com/