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Technical Marketing: The New Normal by Michael King

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TECHNICAL MARKETING IS THE PRICE OF ADMISSION Michael King (@iPullRank) Founder, iPullRank IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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Free 30-Day Trial Instant data. Tweak strategies. Benchmark competitors. Sebastian Wenzel, Webanalyticsbook


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DOWNLOAD THIS DECK http://bit.ly/stock-marketing IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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3 TAKEAWAYS 1.  Stay Curious About Technology 2.  Establish a Baseline of Technical Skills 3.  Learn your Marketing Tools IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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This is the stock market as most of us know it. IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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When you think of the stock market, you think of guys like this. IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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Really, this is the stock market as it actually exists today. IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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For years traders felt like the markets “weren’t the markets" anymore, but didn’t know why. IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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It wasn’t until “flash crash” of May 6, 2010 that brokers really started to understand. IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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ROBOTS HAD TAKEN OVER THE MARKETS Or rather high frequency trading algorithms did IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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The SEC implemented Reg NMS to require bid distribution across multiple exchanges IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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LATENCY CREATES ARBITRAGE OPPORTUNITIES High Frequency Traders capitalize on the microsecond latency between trades IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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Front Running with HFT Exploiting the latency between trades, they could trade against you before your original trade went through. IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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THAT’S RIGHT. THEY “GROWTH HACKED” THE STOCK MARKET IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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These people embraced technology and created an opportunity in a fragmented marketplace IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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…while other brokers were at the mercy of technology. IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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This was the forceful evolution of Wall Street. IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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1 MARKETING HAS THE SAME EXACT PROBLEM IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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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. IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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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. IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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We’re Not Maximizing Most people are using their marketing technology just for email marketing. IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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How About the IoT? So where does that leave marketing for the upcoming explosion of the Internet of Things? IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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It leaves you right here. Not ready for what hit you. IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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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. IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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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. IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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Technical Expertise Not Needed? Marketers marketing to marketers want you to believe that technical expertise is not a requirement. IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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HAVE YOU HEARD OF JAVASCRIPT? JavaScript MVW frameworks have made content accessibility a little more difficult in recent years. IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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ANGULAR’S GROWTH IS A KEY REASON WHY SEO is more technical than ever before, actually. IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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“NO IMPLEMENTATIONS UNTIL 2017” And still you are at the mercy of technology and your development team. IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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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. IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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This is exactly why “growth hackers” are eating your food. IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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The New Normal Companies like Facebook only hire technical marketers. This is fast becoming the new normal. IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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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? IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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EVER RETARGET THE WRONG PERSON? Did you know that’s easily solved on the frontend multiple different ways? IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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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. IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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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 @willcritchlow https://medium.com/@robleathern/the-mobilevideo-ad-lie-938a6de51367 IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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Does Programmatic Scare You? The programmatic ad marketplace is not much different from high frequency trading. Are you ready? IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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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 IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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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 IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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The modern marketing team must have developers on it. IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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81% Of big firms now have a chief marketing technologist. This is good news. Gartner IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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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 IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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1 STAY CURIOUS ABOUT YOUR TECHNOLOGY IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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Change the Perception Marketers are OK with not knowing how things work which makes developers dismiss you. IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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It’s like speaking French in Paris. They’ll just be happy that you tried. IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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Stay Up on Coding Trends What’s popular in the development community dictates where trends are going. HackerNews BuiltWith Trends IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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Learn from what the market is doing. IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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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. IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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Push Your Tools to the Limits IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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Stay Curious About Your Data IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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Discover what is possible. IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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2 ESTABLISH A BASELINE OF TECHNICAL SKILLS IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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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. IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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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. IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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Cornerstones Haven’t Changed Fundamentally, marketing is still the same. The medium, tools, and speed have changed dramatically. IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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HTML & CSS HTML & CSS Learn how to build a web page. https://www.codecademy.com/tracks/web IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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JavaScript Learn how to make a dynamic webpage. https://www.codecademy.com/tracks/javascript IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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APIs Learn how to make applications talk to each other. https://www.codecademy.com/apis IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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SQL Learn how to work with databases. https://www.codecademy.com/courses/learn-sql IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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Search Engine Optimization Learn how to make content visible. http://www.distilled.net/u/ IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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Pay Per Click Learn how to advertising auctions work. https://support.google.com/partners/answer/6123881?hl=en IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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Content Strategy Learn how to make useful and usable content. http://thecontentstrategytoolkit.com http://contentstrategy.com IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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User Experience Learn how to plan user experiences that work for your target audience. http://www.uxapprentice.com IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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Measurement Learn how to measure the performance of marketing activities. https://analyticsacademy.withgoogle.com IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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Data Mining Learn how to dig through your idea to identify opportunities. https://www.coursera.org/ specializations/datamining IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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Optimization Learn how to optimize experiences for the completion of business objectives. http://do.thelandingpagecourse.com/ IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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3 TOOLS YOU SHOULD KNOW AS MATH MEN IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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Tools Create Oppportunities Tools can be transformative to workflows and efficiency. They can also create entirely new opportunities. IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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API Growth APIs have exploded in the last 5 years. There’s more structured data available than ever before. IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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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. IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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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. IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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No Code is MarTech’s Best Trend Tools like Optimizely, Google Tag Manager, Zapier and Unbounce put the power back in the hands of marketers IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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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 IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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MySQL for Excel Pull your preprocessed query data into Excel. https://www.mysql.com/why-mysql/windows/excel/ IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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Google Analytics Google Analytics is more than everything you need for effective measurement. http://www.google.com/analytics IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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Programmable Web Stay in the know about what data is available. http://www.programmableweb.com IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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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/ IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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Google Tag Manager Google Tag Manager is the future of measurement setups. http://tagmanager.google.com/ IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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CHECK OUT OUR FREE GUIDE TO GTM http://ipullrank.com/google-tag-manager IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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Klipfolio Connect all your data sources into stakeholder dashboards http://www.klipfolio.com IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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Orange Make data mining a visual process rather than just a mathematical one. http://orange.biolab.si IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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FullContact Enhance data on your users based on their email addresses. http://www.fullcontact.com IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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Local Web Server Download a web server for building and testing. https://www.apachefriends.org/index.html IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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URLProfiler Understand content’s performance quickly across every metric that matters. http://www.urlprofiler.com IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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MailChimp From newsletters to trigger emails for marketing automation, MailChimp is usually all you need. IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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Zapier Automate your app connections. Achieve scale and efficiency. http://www.zapier.com IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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Kimono Labs Scrape content from websites without any code. https://www.kimonolabs.com/ IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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Mautic Open source Marketing Automation. http://www.mautic.com IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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Postman Test out APIs without any code. http://www.getpostman.com IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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Unbounce Build landing pages without any code. http://www.unbounce.com IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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Optimizely Build conversion tests without any code. http://www.optimizely.com IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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Personyze Do drag and drop personalization for free. http://www.personyze.com IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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Chrome Developer Tools Understand the code on your page. Ctrl+Shift+I in Chrome. IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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WordPress The only CMS you’ll ever need http://www.wordpress.org IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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THE MODERN MARKETING PROCESS IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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You’re a Conductor Your job as a modern marketer is to be a conductor across many disciplines. IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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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 IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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Be prepared to execute it yourself. If you must. IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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Process CONTENT STRATEGY STRATEGIC PLANNING TECHNICAL DEVELOPMENT OPTIMIZATION MEASUREMENT IPULLRANK.COM #SEJSummit #Searchmetrics PROMOTION @iPullRank @ IPULLRANK


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Workflow CONTENT STRATEGY STRATEGIC PLANNING TECHNICAL DEVELOPMENT OPTIMIZATION MEASUREMENT IPULLRANK.COM #SEJSummit #Searchmetrics PROMOTION @iPullRank @ IPULLRANK


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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 IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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YOUR THREE TAKEAWAYS IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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1 STAY CURIOUS ABOUT MARKETING TECHNOLOGY IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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2 ESTABLISH A BASELINE OF TECHNICAL SKILLS ACROSS YOUR MARKETING TEAM IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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3 EXHAUSTIVELY LEARN THE POSSIBILITIES OF YOUR MARKETING TOOLS IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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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 IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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Go Get Em! IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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ALLOW ME TO INTRODUCE MYSELF IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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My name is Mike King. IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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I Own An Shop Called iPullRank IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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This Is What We Do RESEARCH & PLANNING SOLUTIONS ARCHITECTURE Media management Hitting the Right Targets Making Software Work Paid Media Amplification IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank CONTENT STRATEGY Making the Right Content @ IPULLRANK


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This Is What We Do SEO & SOCIAL MEDIA Earned Media IPULLRANK.COM EMAIL MARKETING Taking the Message to the User #SEJSummit #Searchmetrics MEASUREMENT Performance Insights @iPullRank OPTIMIZATION Testing and Learning @ IPULLRANK


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We’d Love to Help You Out IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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That’s All I’ve Got! IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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THANK YOU / Q&A MICHAEL KING FOUNDER IPULLRANK @iPullRank mike@ipullrank.com http://ipullrank.com DOWNLOAD THIS DECK: http://bit.ly/stock-marketing IPULLRANK.COM #SEJSummit #Searchmetrics @iPullRank @ IPULLRANK


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