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LESSONS OF AN ENTERPRISE

MARKETER GONE STARTUP

JEFF PERKINSDIGITAL SUMMIT

MAY 2016

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THANKYOU

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WHERE I’VE WORKED

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LIFE CAN BE PRETTY GOOD AT BIG COMPANIES

AutoTrader 2012 Annual Meeting

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“I REALLY WANT TO BE A BIG COMPANY GUY MY ENTIRE CAREER.”

-SAID NO ONE EVER

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“I WANT TO DO SOMETHING MORE ENTREPRENEURIAL.”

-SAID EVERYONE EVER

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QASYMPHONY

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I WENT FROM THIS...

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TO THIS...

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1. BUILD A STACK

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THERE’S NOTHING AUTOMATED ABOUT MARKETING

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YOU DON’T NEED A TECH STACK

YOU NEED A PEOPLE STACK

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“I noticed that the dynamic range between what an average person could accomplish and what the best person could accomplish was 50 or 100 to 1... A small team of A+ players can run circles around a giant team of B and C players.”

–Jay Elliott, Leading Apple with Steve Jobs

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THE PEOPLE STACK INCLUDES YOUR AGENCY NETWORK

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BEWARE THE AGENCY RETAINER!

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WHEN YOU HAVE THE RIGHT TEAM, THERE’S

NOTHING YOU CAN’T DO.

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2. POUR A STRONG FOUNDATION

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BUYERS ARE 70% OF THE WAY THROUGH THE PURCHASE

PROCESS BEFORE ENGAGING A SALES REP

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IF YOU ARE WEAK ONLINE, YOU WILL BE WEAK OFFLINE

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IMPROVING WEBSITE HEALTH

Legacy Site Monthly Avg(Jan-Oct ‘15)

New Site Monthly Avg(Nov ‘15-Jan ’16) Change

Traffic 10,738 15,672 +46%

Bounce Rate 54% 28.4% +40%

Page Views 46,712 94,295 +101%

Pages/Session 2.9 3.96 +36%

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3. THE IMPORTANCE OF FOCUS

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DO WE REALLY NEED A NEW BRAND???

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YOU CAN DO ANYTHING, BUT YOU CAN’T DO

EVERYTHING.

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WE ARE LOSING DEALS BECAUSE OF _____________.

FOCUS 100% ON FIXING THE “BLANK”

WE ARE NOT GROWING REVENUE FASTER BECAUSE OF ___________.

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4. SHOW YOUR WORK

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WHAT YOU THINK MARKETING DOES

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WHAT SALES THINKS MARKETING DOES

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WHAT THE CIO THINKS MARKETING DOES

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WHAT THE CEO THINKS MARKETING DOES

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WHAT THE CFO THINKS MARKETING DOES

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MARKETERS ARE BAD AT MARKETING THEMSELVES

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SHARE WHAT YOU DO AND THE VALUE IT PROVIDES

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5. MAXIMIZE LIMITED RESOURCES

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SMALL COMPANIES CAN’T AFFORD TO SPRAY AND

PRAY

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FIND THE WATERING HOLES

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DON’T PAY FOR THINGS YOU CAN DO FOR FREE

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TRACK & MEASURE EVERYTHING

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6. THINK BIG

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QUALITY JAM• 200+ attendees

• 77% rated the event “very good” or “excellent”

• 90% plan to attend next year

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CONTENT LIVES ON AFTER THE EVENT

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6. BE THE BRAND

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YOU ARE THE CHIEF KOOL-AID DRINKER

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IF SOMEONE MESSES WITH YOUR BRAND, WHAT DO YOU

DO?

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SHOW TWITTER BATTLE

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7. HAVE FUN!

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TESTER PERSONALITY QUIZ

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1. BUILD A PEOPLE STACK2. POUR A STRONG FOUNDATION3. FOCUS4. SHOW YOUR WORK5. MAXIMIZE LIMITED RESOURCES6. BE THE BRAND7. HAVE FUN

7 TIPS FOR STARTUP MARKETING LEADERS

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THANK YOU DIGITAL SUMMIT!

JEFF PERKINSCMO, QASymphony

www.linkedin.com/in/jeffperkins1@JeffPerkins8

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