#cnx14 - cpa, cpc, cp...what?! (the non-marketer’s guide to marketing)
DESCRIPTION
Digital marketing is vague and changes every day; there aren’t a ton of hard and fast rules. We’re all learning as we go. However, our goal remains a very basic, human one: connecting with people and inspiring feelings within them. Regardless of any changes in technology or fancy, shiny tools that come along, that core goal remains the same. Join Matt Byrd, Senior Email Marketing Manager at Litmus, as he discusses the skills and tools digital marketers need keep a solid foot on the ever-changing landscape of digital marketing. You’ll walk away well-versed in methods for thinking critically to build modern marketing skills and competency, regardless of your professional background.TRANSCRIPT
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
#CNX14
CPA, CPC, CP…What?!The Non-Marketer’s Guide to Marketing
Matt Byrd
Senior Marketing Manager, Litmus
@mparkerbyrd
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
How I came to <3 email
Track: Personal Transformation & Growth
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@mparkerbyrd
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
My career path
Track: Personal Transformation & Growth
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@mparkerbyrd
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Nobody wants to be a digital marketer
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
What kids want to be when they grow up
• Police officer – 16%• Zookeeper – 14%• Firefighter – 13%• Doctor – 10%• “I don’t want to work” – 6%• Digital marketer – 0%
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
MarketingComputer ScienceVisual Communication
CommunicationGraphic DesignAdvertisingArtBusinessMultimedia Production
Digital Art
Chemical Engineering
FinanceAnthropology
GermanViolin PerformanceArchitecture
TheaterBroadcast
BiologyJournalism
Criminal JusticeMicrobiologyPolitical ScienceEconomics
ClassicsSecretarial Training
MusicIT
PsychologyFilm
The backgrounds of digital marketers
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
MarketingComputer ScienceVisual Communication
CommunicationGraphic DesignAdvertisingArtBusinessMultimedia Production
Digital Art
Chemical Engineering
FinanceAnthropology
GermanViolin PerformanceArchitecture
TheaterBroadcast
BiologyJournalism
Criminal JusticeMicrobiologyPolitical ScienceEconomics
ClassicsSecretarial Training
MusicIT
PsychologyFilm
53% of digital marketers have had no relevant, formal training.
The backgrounds of digital marketers
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
“Email marketing is something I stumbled upon and kind of didn't expect to like it
as much as I do now.”Laura Manley
Email Marketing Team Lead
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
“My first exposure to HTML was during a marketing internship. My boss gave me a ‘Teach Yourself HTML’ book and told me to ‘learn this.’”
Tommy GrimesEmail
Marketing Manager
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
“There are still no real good courses. By the time something is a best practice, the course is still 3
years away from existing.” Dave Mossop
Manager, Interactive Marketing
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Key takeaway:None of us know what we’re doing.
We’re figuring it out as we go.
…And you can too!
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
What’s a digital marketer to do, then?
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
To navigate the ever-changing digital landscape…
1 2 3
Focus on networking
Read, read, read
to stay current
Realize you know more than
you think
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Networking
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Networking: Twitter
It’s the water cooler of our industry.
Follow (and interact with):• Thought leaders• Other marketers• Conference hashtags • Marketing brands/vendors
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Networking: Twitter
Not participating on Twitter at marketing
events =Skipping the reception at a wedding
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Networking: Twitter
MARKETING/STRATEGY• @kyleplacy• @litmusapp• @exacttarget• @meladorri• @unmarketing• @chadswhite• @email_expert• @jkrohrs• @mparkerbyrd
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Networking: Twitter
MARKETING/EMAIL DESIGN• @rodriguezcommaj• @KEVINgotbounce• @iamelliot• @becskr• @omgitsonlyalex• @yarcatt• @flcarneiro• @briangraves• @stylecampaign
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Networking: Twitter
Always follow up with people you meet!
Track: Personal Transformation & Growth
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@mparkerbyrd
Networking: Real, living, breathing people
I am pretty introverted.
Talking to strangers is hard for me.
The worst things in the world are ice breakers.
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
TEDCNTACC
CHEESY ICE BREAKERS.
I HATE THEM.
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Networking: Real, living, breathing people
So let’s do one!
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Read to stay current
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
The first 15: Give yourself 15 minutes
Start each workday with 15 minutes of industry news and blogs.
Make it easy by using a newsreader, like Feedly
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
A few must-reads
http://blog.exacttarget.com
http://www.litmus.com/blog
https://www.campaignmonitor.com/blog
http://www.clickz.com
http://blog.kissmetrics.com
http://www.growthhackers.com
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
A few must-reads
http://www.marketingprofs.com
http://www.moz.com/blog
http://www.copyblogger.com/blog
http://www.unmarketing.com
http://www.searchengineland.com
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Some books that shaped my thinking
YOUtility – Jay Baer
Data Smart – John Foreman
Audience – Jeff Rohrs
Lean Analytics – Alistair Croll and Benjamin Yoskovitz
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
For basic technical skills…
You don’t need to be an HTML expert, but you should understand the fundamental concepts.
Track: Personal Transformation & Growth
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@mparkerbyrd
Understand a lot; specialize in a little
Track: Personal Transformation & Growth
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@mparkerbyrd
Pro tip: Bringing it all together!
If you particularly enjoy an author’s blog post or book,
tweet at them and let them know!
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Realize you know more than you think
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Be more concerned with qualities than specificknowledge
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
be
scrappy
Track: Personal Transformation & Growth
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@mparkerbyrd
be
goal-oriented
Track: Personal Transformation & Growth
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@mparkerbyrd
be
daring
Track: Personal Transformation & Growth
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@mparkerbyrd
be
curious
Track: Personal Transformation & Growth
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@mparkerbyrd
be
a sponge
Track: Personal Transformation & Growth
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@mparkerbyrd
be
on your toes
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
but above all else…
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
be
a human being
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Think about people first.Everything else will follow.
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Before we go…
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Pro tip: Get the most out of conferences
You are here to get ideas and meet people.
Make sure you do both.
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Pro tip: Get the most out of conferences
NewPeople
Short-term Wins
Long-termIdeas
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Track: Personal Transformation & Growth
#CNX14
Take the after-session survey!
Take the Survey in the Connections 2014 Mobile App
Join the Conversation!
Prizes!
$50Starbuck
sGift Card Session speaker
@mparkerbyrd
#CNX14
Track: Personal Transformation & Growth
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@mparkerbyrd
Track: Personal Transformation & Growth
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Questions?
Track: Personal Transformation & Growth
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CUSTOMER JOURNEY SHOWCASE
MARKETING THOUGHT LEADERS
EMAIL MARKETING PRODUCT STRATEGY& ROADMAP
PERSONAL TRANSFORMATION
& GROWTH
SOCIAL MARKETING MOBILE & WEB MARKETING
DEVELOPERS HANDS-ON TRAINING
INDUSTRY TRENDSETTERS
CREATIVITY & INNOVATION
SALESFORCE FOR MARKETERS
ROUNDTABLES
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd