From the MarTech Conference in Boston, Massachusetts, August 19-20, 2014. SESSION: The Talent Land Grab in Marketing Technology: How to Win. PRESENTATION: The Talent Land Grab in Marketing Technology: How to Win - Given by Erica Seidel, @erica_seidel - CEO, The Connective Good. #MARTECH

1. The Talent Land Grab
In Marketing Technology::
How To Win
Erica Seidel
@erica_seidel

2. @erica_seidel

3. @erica_seidel

6. @erica_seidel

7. • Make marketing faster,
smarter, leaner, more stable
• Diagnose needs
• Add value and speed to
customer journey
@erica_seidel

8. • Link technology to overall goals
• Articulate how marketing tech will benefit business
• Add value to a CMO and to a CIO
• Scale and optimize solutions

9. • Curiosity
• Efficiency
• Hands-on nature
• Willing to learn
@erica_seidel

10. • Make marketing faster,
smarter, leaner, more
stable
• Diagnose needs
• Add value and speed to
the customer journey
• Curiosity
• Efficiency
• Hands-on nature
• Willing to learn
• Link technology to
overall goals
• Articulate how marketing
tech will benefit business
• Add value to a CMO and
to a CIO
• Scale and optimize
solutions
@erica_seidel

11. @erica_seidel

12. @erica_seidel

13. Recruiting Marketing
Scouting Lead Gen
Evaluating Lead Qualification
Selling Customer
Experience /
Closing the Deal
@erica_seidel

14. What percent of hires in 2013
came from posting on LinkedIn?
Source: Career XRoads @erica_seidel
3%

15. Scouting
• Frame your 'must haves' in terms of skills
• Look beyond titles
• Hire a talent magnet first
• Network with vendors
@erica_seidel

16. • $200,000
• 4 years
• $800,000
• $1,000,000
Selling
@erica_seidel

17. Selling
• What makes your opportunity unique?
• Why would someone consider a job
with you?
@erica_seidel

18. @erica_seidel

19. “What makes our marketing transformation
exciting to recruits is that the executive team,
including the CEO, supports and understands
modern marketing. Here, they don't have to
swim against the tide. Here, marketing
technologists will focus on driving big change
immediately instead of trying to sell it to people
who will never get it.”
— Rishi Dave, CMO, Dun & Bradstreet
@erica_seidel

20. Review: Bring it all together
@erica_seidel

21. @erica_seidel
3 Assess your recruiting process.
2 Identify what you offer and to whom.
1 Revisit your assumptions of the ideal hire.
Post and pray or scout and sell?
4 Apply your marketing chops to recruiting.

22. Thank you
Erica Seidel
The Connective Good
erica@theconnectivegood.com
Monthly newsletter and link to ‘Talent Land
Grab’ report at: www.theconnectivegood.com
@erica_seidel