#cnx14 - cpa, cpc, cp...what?! (the non-marketer’s guide to marketing)
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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
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My career path
Track: Personal Transformation & Growth
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@mparkerbyrd
Track: Personal Transformation & Growth
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Nobody wants to be a digital marketer
Track: Personal Transformation & Growth
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@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
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@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
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@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
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@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
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@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
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@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
#CNX14
@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
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@mparkerbyrd
TEDCNTACC
CHEESY ICE BREAKERS.
I HATE THEM.
Track: Personal Transformation & Growth
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@mparkerbyrd
Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
Track: Personal Transformation & Growth
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Networking: Real, living, breathing people
So let’s do one!
Track: Personal Transformation & Growth
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@mparkerbyrd
Track: Personal Transformation & Growth
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@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
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@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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be
curious
Track: Personal Transformation & Growth
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be
a sponge
Track: Personal Transformation & Growth
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@mparkerbyrd
be
on your toes
Track: Personal Transformation & Growth
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@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
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Track: Personal Transformation & Growth
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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
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