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 @willcritchlow
https://medium.com/@robleat
hern/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

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.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’s
Best 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

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 dashboards
http://www.klipfolio.com

Orange
Make data mining a
visual process rather
than just a mathematical
one.
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

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

“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
MEDIA
Earned Media
EMAIL
MARKETINGTaking the Message to the User
MEASUREME
NTPerformance Insights
OPTIMIZATIO
NTesting 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

Michael King - Technical Marketing

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