Companies like Facebook only hire technical marketers. This is fast becoming the new normal. In his session, Mike will walk us through how to foster a tech-savvy, cross-disciplinary marketing team with the right set of tools and methodologies to produce effective results for your brand.

1. IPULLRANK.COM
@ IPULLRANK
IPULLRANK.COM
@ IPULLRANK
TECHNICAL MARKETING IS
THE PRICE OF ADMISSION
Michael King (@iPullRank)
Founder, iPullRank
#SEJSummit
#Searchmetrics @iPullRank

2. Sebastian Wenzel, Webanalyticsbook
Free 30-Day Trial
Instant data. Tweak
strategies. Benchmark
competitors.

3. IPULLRANK.COM
@ IPULLRANK
IPULLRANK.COM
@ IPULLRANK
DOWNLOAD THIS DECK
http://bit.ly/stock-marketing
#SEJSummit
#Searchmetrics @iPullRank

4. IPULLRANK.COM
@ IPULLRANK
3 TAKEAWAYS
#SEJSummit
#Searchmetrics @iPullRank
1. Stay Curious About Technology
2. Establish a Baseline of Technical Skills
3. Learn your Marketing Tools

5. IPULLRANK.COM
@ IPULLRANK
This is the stock market as most of us
know it.
#SEJSummit
#Searchmetrics @iPullRank

6. IPULLRANK.COM
@ IPULLRANK
When you think of the stock market,
you think of guys like this.
#SEJSummit
#Searchmetrics @iPullRank

7. IPULLRANK.COM
@ IPULLRANK
Really, this is the stock market as it
actually exists today.
#SEJSummit
#Searchmetrics @iPullRank

8. IPULLRANK.COM
@ IPULLRANK
For years traders felt like the markets
“weren’t the markets" anymore, but didn’t
know why.
#SEJSummit
#Searchmetrics @iPullRank

9. IPULLRANK.COM
@ IPULLRANK
It wasn’t until “flash crash” of May 6, 2010
that brokers really started to understand.
#SEJSummit
#Searchmetrics @iPullRank

10. IPULLRANK.COM
@ IPULLRANK
ROBOTS HAD TAKEN
OVER THE MARKETS
Or rather high frequency
trading algorithms did
#SEJSummit
#Searchmetrics @iPullRank

11. IPULLRANK.COM
@ IPULLRANK
The SEC implemented Reg NMS to require
bid distribution across multiple exchanges
#SEJSummit
#Searchmetrics @iPullRank

12. IPULLRANK.COM
@ IPULLRANK
LATENCY CREATES
ARBITRAGE
OPPORTUNITIES
High Frequency Traders
capitalize on the microsecond
latency between trades
#SEJSummit
#Searchmetrics @iPullRank

13. IPULLRANK.COM
@ IPULLRANK
Front Running with HFT
Exploiting the latency between trades, they could trade against you
before your original trade went through.
#SEJSummit
#Searchmetrics @iPullRank

14. IPULLRANK.COM
@ IPULLRANK
IPULLRANK.COM
@ IPULLRANK
THAT’S RIGHT. THEY
“GROWTH HACKED”
THE STOCK MARKET
#SEJSummit
#Searchmetrics @iPullRank

15. IPULLRANK.COM
@ IPULLRANK
These people embraced technology and
created an opportunity in a fragmented
marketplace
#SEJSummit
#Searchmetrics @iPullRank

16. IPULLRANK.COM
@ IPULLRANK
…while other brokers were at the
mercy of technology.
#SEJSummit
#Searchmetrics @iPullRank

17. IPULLRANK.COM
@ IPULLRANK
This was the forceful evolution of Wall
Street.
#SEJSummit
#Searchmetrics @iPullRank

18. IPULLRANK.COM
@ IPULLRANK
MARKETING HAS THE
SAME EXACT PROBLEM
1
#SEJSummit
#Searchmetrics @iPullRank

19. IPULLRANK.COM
@ IPULLRANK
This is Where We’re At
Now is the time to find
the crevices in the
market to see outsized
returns.
#SEJSummit
#Searchmetrics @iPullRank

20. IPULLRANK.COM
@ IPULLRANK
We’re Not Ready for Right Now...
Most marketers
feel that their team
is not ready to
handle today’s
technology.
#SEJSummit
#Searchmetrics @iPullRank

21. IPULLRANK.COM
@ IPULLRANK
We’re Not Maximizing
Most people are using
their marketing
technology just for email
marketing.
#SEJSummit
#Searchmetrics @iPullRank

22. IPULLRANK.COM
@ IPULLRANK
How About the IoT?
So where does that leave
marketing for the
upcoming explosion of the
Internet of Things?
#SEJSummit
#Searchmetrics @iPullRank

23. IPULLRANK.COM
@ IPULLRANK
It leaves you right here.
Not ready for what hit you.
#SEJSummit
#Searchmetrics @iPullRank

24. IPULLRANK.COM
@ IPULLRANK
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.
#SEJSummit
#Searchmetrics @iPullRank

25. IPULLRANK.COM
@ IPULLRANK
…But Few Are Ready
We are on the verge of a
technological revolution that
marketers are not ready to capitalize
on.
#SEJSummit
#Searchmetrics @iPullRank

26. IPULLRANK.COM
@ IPULLRANK
Technical Expertise Not Needed?
Marketers marketing to
marketers want you to
believe that technical
expertise is not a
requirement.
#SEJSummit
#Searchmetrics @iPullRank

27. IPULLRANK.COM
@ IPULLRANK
HAVE YOU HEARD OF
JAVASCRIPT?
JavaScript MVW frameworks
have made content
accessibility a little more
difficult in recent years.
#SEJSummit
#Searchmetrics @iPullRank

28. IPULLRANK.COM
@ IPULLRANK
ANGULAR’S GROWTH
IS A KEY REASON WHY
SEO is more technical than
ever before, actually.
#SEJSummit
#Searchmetrics @iPullRank

29. IPULLRANK.COM
@ IPULLRANK
“NO IMPLEMENTATIONS
UNTIL 2017”
And still you are at the mercy
of technology and your
development team.
#SEJSummit
#Searchmetrics @iPullRank

30. IPULLRANK.COM
@ IPULLRANK
IPULLRANK.COM
@ IPULLRANK
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.
#SEJSummit
#Searchmetrics @iPullRank

31. IPULLRANK.COM
@ IPULLRANK
This is exactly why “growth hackers”
are eating your food.
#SEJSummit
#Searchmetrics @iPullRank

32. IPULLRANK.COM
@ IPULLRANK
The New Normal
Companies like Facebook
only hire technical
marketers. This is fast
becoming the new normal.
#SEJSummit
#Searchmetrics @iPullRank

33. IPULLRANK.COM
@ IPULLRANK
WHAT DO YOU KNOW
ABOUT ADWORDS
SCRIPTS?
Did you know some marketers
automatically make their PPC
bids change based on the
weather?
#SEJSummit
#Searchmetrics @iPullRank

34. IPULLRANK.COM
@ IPULLRANK
EVER RETARGET THE
WRONG PERSON?
Did you know that’s easily
solved on the frontend
multiple different ways?
#SEJSummit
#Searchmetrics @iPullRank

35. IPULLRANK.COM
@ IPULLRANK
EVER WANTED TO
RETARGET JUST ONE
PERSON?
Cookie pools have minimums,
but I solved that with a few
lines of code.
#SEJSummit
#Searchmetrics @iPullRank

36. IPULLRANK.COM
@ IPULLRANK
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/@robleathern/the-mobile-
video-ad-lie-938a6de51367
#SEJSummit
#Searchmetrics @iPullRank

37. IPULLRANK.COM
@ IPULLRANK
Does Programmatic Scare You?
The programmatic ad marketplace is not much different from high
frequency trading. Are you ready?
#SEJSummit
#Searchmetrics @iPullRank

38. IPULLRANK.COM
@ IPULLRANK
IPULLRANK.COM
@ IPULLRANK
THIS IS NOT ABOUT
LEARNING TO CODE
It’s about understanding possibilities and communicating effectively
with your team to capitalize on them
#SEJSummit
#Searchmetrics @iPullRank

39. IPULLRANK.COM
@ IPULLRANK
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
#SEJSummit
#Searchmetrics @iPullRank

40. IPULLRANK.COM
@ IPULLRANK
The modern marketing team must
have developers on it.
#SEJSummit
#Searchmetrics @iPullRank

41. IPULLRANK.COM
@ IPULLRANK
Of big firms now have a chief
marketing technologist. This is
good news.
Gartner
81%
#SEJSummit
#Searchmetrics @iPullRank

42. IPULLRANK.COM
@ IPULLRANK
IPULLRANK.COM
@ IPULLRANK
WE ARE MATH MEN
AND MAD MEN.
It’s about understanding possibilities and communicating effectively
with your team to capitalize on them
#SEJSummit
#Searchmetrics @iPullRank

43. IPULLRANK.COM
@ IPULLRANK
STAY CURIOUS ABOUT
YOUR TECHNOLOGY
1
#SEJSummit
#Searchmetrics @iPullRank

44. IPULLRANK.COM
@ IPULLRANK
Change the Perception
Marketers are OK with not
knowing how things work
which makes developers
dismiss you.
#SEJSummit
#Searchmetrics @iPullRank

45. IPULLRANK.COM
@ IPULLRANK
It’s like speaking French in Paris.
They’ll just be happy that you tried.
#SEJSummit
#Searchmetrics @iPullRank

46. IPULLRANK.COM
@ IPULLRANK
Stay Up on Coding Trends
What’s popular in the
development community
dictates where trends are
going.
HackerNews
BuiltWith Trends
#SEJSummit
#Searchmetrics @iPullRank

47. IPULLRANK.COM
@ IPULLRANK
Learn from what the market is doing.
#SEJSummit
#Searchmetrics @iPullRank

48. IPULLRANK.COM
@ IPULLRANK
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.
#SEJSummit
#Searchmetrics @iPullRank

49. IPULLRANK.COM
@ IPULLRANK
Push Your Tools to the Limits
#SEJSummit
#Searchmetrics @iPullRank

50. IPULLRANK.COM
@ IPULLRANK
Stay Curious About Your Data
#SEJSummit
#Searchmetrics @iPullRank

51. IPULLRANK.COM
@ IPULLRANK
Discover what is possible.
#SEJSummit
#Searchmetrics @iPullRank

52. IPULLRANK.COM
@ IPULLRANK
ESTABLISH A BASELINE OF
TECHNICAL SKILLS
2
#SEJSummit
#Searchmetrics @iPullRank

53. IPULLRANK.COM
@ IPULLRANK
Establish a Baseline
of Skills
Everyone on the iPullRank
team knows HTML, CSS,
SEO and Google Analytics
no matter what they do.
#SEJSummit
#Searchmetrics @iPullRank

54. IPULLRANK.COM
@ IPULLRANK
T-Shaped Marketer
Modern marketers must
have a working knowledge
of many different
disciplines with deep
knowledge in a core skill
of their choosing.
#SEJSummit
#Searchmetrics @iPullRank

55. IPULLRANK.COM
@ IPULLRANK
Cornerstones Haven’t Changed
Fundamentally, marketing is still
the same. The medium, tools, and
speed have changed dramatically.
#SEJSummit
#Searchmetrics @iPullRank

56. IPULLRANK.COM
@ IPULLRANK
HTML & CSS
Learn how to build a web page.
https://www.codecademy.com/tracks/web
HTML & CSS
#SEJSummit
#Searchmetrics @iPullRank

57. IPULLRANK.COM
@ IPULLRANK
JavaScript
Learn how to make a dynamic webpage.
https://www.codecademy.com/tracks/javascript
#SEJSummit
#Searchmetrics @iPullRank

58. IPULLRANK.COM
@ IPULLRANK
APIs
Learn how to make applications talk to each other.
https://www.codecademy.com/apis
#SEJSummit
#Searchmetrics @iPullRank

59. IPULLRANK.COM
@ IPULLRANK
SQL
Learn how to work with databases.
https://www.codecademy.com/courses/learn-sql
#SEJSummit
#Searchmetrics @iPullRank

60. IPULLRANK.COM
@ IPULLRANK
Search Engine Optimization
Learn how to make content visible.
http://www.distilled.net/u/
#SEJSummit
#Searchmetrics @iPullRank

61. IPULLRANK.COM
@ IPULLRANK
Pay Per Click
Learn how to advertising auctions work.
https://support.google.com/partners/answer/6123881?hl=en
#SEJSummit
#Searchmetrics @iPullRank

62. IPULLRANK.COM
@ IPULLRANK
Content Strategy
Learn how to make useful and usable content.
http://thecontentstrategytoolkit.com
http://contentstrategy.com
#SEJSummit
#Searchmetrics @iPullRank

63. IPULLRANK.COM
@ IPULLRANK
User Experience
Learn how to plan user experiences that work for your target
audience. http://www.uxapprentice.com
#SEJSummit
#Searchmetrics @iPullRank

64. IPULLRANK.COM
@ IPULLRANK
Measurement
Learn how to measure the performance of marketing activities.
https://analyticsacademy.withgoogle.com
#SEJSummit
#Searchmetrics @iPullRank

65. IPULLRANK.COM
@ IPULLRANK
Data Mining
Learn how to dig through
your idea to identify
opportunities.
https://www.coursera.org/
specializations/datamining
#SEJSummit
#Searchmetrics @iPullRank

66. IPULLRANK.COM
@ IPULLRANK
Optimization
Learn how to optimize experiences for the completion of business
objectives. http://do.thelandingpagecourse.com/
#SEJSummit
#Searchmetrics @iPullRank

67. IPULLRANK.COM
@ IPULLRANK
TOOLS YOU SHOULD KNOW
AS MATH MEN
3
#SEJSummit
#Searchmetrics @iPullRank

68. IPULLRANK.COM
@ IPULLRANK
Tools Create Oppportunities
Tools can be
transformative to
workflows and efficiency.
They can also create
entirely new opportunities.
#SEJSummit
#Searchmetrics @iPullRank

69. IPULLRANK.COM
@ IPULLRANK
API Growth
APIs have exploded in the last 5 years. There’s more structured data
available than ever before.
#SEJSummit
#Searchmetrics @iPullRank

70. IPULLRANK.COM
@ IPULLRANK
MarTech Landscape
Don’t worry, most of this stuff sucks and tried and true or free open
source solutions work just fine.
#SEJSummit
#Searchmetrics @iPullRank

71. IPULLRANK.COM
@ IPULLRANK
IPULLRANK.COM
@ IPULLRANK
“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.
#SEJSummit
#Searchmetrics @iPullRank

72. IPULLRANK.COM
@ IPULLRANK
IPULLRANK.COM
@ IPULLRANK
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
#SEJSummit
#Searchmetrics @iPullRank

73. IPULLRANK.COM
@ IPULLRANK
MySQL
Excel’s million row
limit isn’t going to
cut it in the big data
environment.
http://www.mysql.com
#SEJSummit
#Searchmetrics @iPullRank

74. IPULLRANK.COM
@ IPULLRANK
MySQL for Excel
Pull your preprocessed query data into Excel.
https://www.mysql.com/why-mysql/windows/excel/
#SEJSummit
#Searchmetrics @iPullRank

75. IPULLRANK.COM
@ IPULLRANK
Google Analytics
Google Analytics is more than everything you need for effective
measurement. http://www.google.com/analytics
#SEJSummit
#Searchmetrics @iPullRank

76. IPULLRANK.COM
@ IPULLRANK
Programmable Web
Stay in the know about what data is available.
http://www.programmableweb.com
#SEJSummit
#Searchmetrics @iPullRank

77. IPULLRANK.COM
@ IPULLRANK
GA Query Explorer
Get the most out of GA by querying the API.
https://ga-dev-tools.appspot.com/query-explorer/
#SEJSummit
#Searchmetrics @iPullRank

78. IPULLRANK.COM
@ IPULLRANK
Google Tag Manager
Google Tag Manager is the future of measurement setups.
http://tagmanager.google.com/
#SEJSummit
#Searchmetrics @iPullRank

79. IPULLRANK.COM
@ IPULLRANK
CHECK OUT OUR
FREE GUIDE TO GTM
http://ipullrank.com/google-tag-manager
#SEJSummit
#Searchmetrics @iPullRank

80. IPULLRANK.COM
@ IPULLRANK
Klipfolio
Connect all your data sources into stakeholder dashboards
http://www.klipfolio.com
#SEJSummit
#Searchmetrics @iPullRank

81. IPULLRANK.COM
@ IPULLRANK
Orange
Make data mining a visual
process rather than just a
mathematical one.
http://orange.biolab.si
#SEJSummit
#Searchmetrics @iPullRank

82. IPULLRANK.COM
@ IPULLRANK
FullContact
Enhance data on your users based on their email addresses.
http://www.fullcontact.com
#SEJSummit
#Searchmetrics @iPullRank

83. IPULLRANK.COM
@ IPULLRANK
Local Web Server
Download a web server for building and testing.
https://www.apachefriends.org/index.html
#SEJSummit
#Searchmetrics @iPullRank

84. IPULLRANK.COM
@ IPULLRANK
URLProfiler
Understand content’s performance quickly across every metric that
matters. http://www.urlprofiler.com
#SEJSummit
#Searchmetrics @iPullRank

85. IPULLRANK.COM
@ IPULLRANK
MailChimp
From newsletters to trigger emails for marketing automation,
MailChimp is usually all you need.
#SEJSummit
#Searchmetrics @iPullRank

86. IPULLRANK.COM
@ IPULLRANK
Zapier
Automate your app connections. Achieve scale and efficiency.
http://www.zapier.com
#SEJSummit
#Searchmetrics @iPullRank

87. IPULLRANK.COM
@ IPULLRANK
Kimono Labs
Scrape content from websites without any code.
https://www.kimonolabs.com/
#SEJSummit
#Searchmetrics @iPullRank

88. IPULLRANK.COM
@ IPULLRANK
Mautic
Open source Marketing Automation.
http://www.mautic.com
#SEJSummit
#Searchmetrics @iPullRank

89. IPULLRANK.COM
@ IPULLRANK
Postman
Test out APIs without any code.
http://www.getpostman.com
#SEJSummit
#Searchmetrics @iPullRank

90. IPULLRANK.COM
@ IPULLRANK
Unbounce
Build landing pages without any code.
http://www.unbounce.com
#SEJSummit
#Searchmetrics @iPullRank

91. IPULLRANK.COM
@ IPULLRANK
Optimizely
Build conversion tests without any code.
http://www.optimizely.com
#SEJSummit
#Searchmetrics @iPullRank

92. IPULLRANK.COM
@ IPULLRANK
Personyze
Do drag and drop personalization for free.
http://www.personyze.com
#SEJSummit
#Searchmetrics @iPullRank

93. IPULLRANK.COM
@ IPULLRANK
Chrome Developer Tools
Understand the code on your page.
Ctrl+Shift+I in Chrome.
#SEJSummit
#Searchmetrics @iPullRank

94. IPULLRANK.COM
@ IPULLRANK
WordPress
The only CMS you’ll ever need
http://www.wordpress.org
#SEJSummit
#Searchmetrics @iPullRank

95. IPULLRANK.COM
@ IPULLRANK
THE MODERN MARKETING
PROCESS
#SEJSummit
#Searchmetrics @iPullRank

96. IPULLRANK.COM
@ IPULLRANK
You’re a Conductor
Your job as a modern
marketer is to be a conductor
across many disciplines.
#SEJSummit
#Searchmetrics @iPullRank

97. IPULLRANK.COM
@ IPULLRANK
Strategic Planning
You need to be able to
bring a strategy together
from end to end that
also covers the technical
aspects
#SEJSummit
#Searchmetrics @iPullRank

98. IPULLRANK.COM
@ IPULLRANK
Be prepared to execute it yourself.
If you must.
#SEJSummit
#Searchmetrics @iPullRank

99. IPULLRANK.COM
@ IPULLRANK
Process
STRATEGIC
PLANNING
CONTENT STRATEGY
TECHNICAL
DEVELOPMENT
PROMOTIONMEASUREMENT
OPTIMIZATION
#SEJSummit
#Searchmetrics @iPullRank

100. IPULLRANK.COM
@ IPULLRANK
Workflow
STRATEGIC
PLANNING
CONTENT STRATEGY
TECHNICAL
DEVELOPMENT
PROMOTIONMEASUREMENT
OPTIMIZATION
#SEJSummit
#Searchmetrics @iPullRank

101. IPULLRANK.COM
@ IPULLRANK
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
#SEJSummit
#Searchmetrics @iPullRank

102. IPULLRANK.COM
@ IPULLRANK
YOUR THREE TAKEAWAYS
#SEJSummit
#Searchmetrics @iPullRank

103. IPULLRANK.COM
@ IPULLRANK
STAY CURIOUS ABOUT
MARKETING TECHNOLOGY
1
#SEJSummit
#Searchmetrics @iPullRank

104. IPULLRANK.COM
@ IPULLRANK
ESTABLISH A BASELINE OF
TECHNICAL SKILLS ACROSS
YOUR MARKETING TEAM
2
#SEJSummit
#Searchmetrics @iPullRank

105. IPULLRANK.COM
@ IPULLRANK
EXHAUSTIVELY LEARN THE
POSSIBILITIES OF YOUR
MARKETING TOOLS
3
#SEJSummit
#Searchmetrics @iPullRank

106. IPULLRANK.COM
@ IPULLRANK
IPULLRANK.COM
@ IPULLRANK
“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
#SEJSummit
#Searchmetrics @iPullRank

107. IPULLRANK.COM
@ IPULLRANK
Go Get Em!
#SEJSummit
#Searchmetrics @iPullRank

108. IPULLRANK.COM
@ IPULLRANK
ALLOW ME TO INTRODUCE
MYSELF
#SEJSummit
#Searchmetrics @iPullRank

109. IPULLRANK.COM
@ IPULLRANK
My name is Mike King.
#SEJSummit
#Searchmetrics @iPullRank

110. IPULLRANK.COM
@ IPULLRANK
I Own An Shop Called iPullRank
#SEJSummit
#Searchmetrics @iPullRank

111. IPULLRANK.COM
@ IPULLRANK
This Is What We Do
RESEARCH &
PLANNING
Hitting the Right Targets
SOLUTIONS
ARCHITECTURE
Making Software Work
Media
management
Paid Media Amplification
CONTENT
STRATEGY
Making the Right Content
#SEJSummit
#Searchmetrics @iPullRank

112. IPULLRANK.COM
@ IPULLRANK
This Is What We Do
SEO & SOCIAL MEDIA
Earned Media
EMAIL MARKETING
Taking the Message to the User
MEASUREMENT
Performance Insights
OPTIMIZATION
Testing and Learning
#SEJSummit
#Searchmetrics @iPullRank

113. IPULLRANK.COM
@ IPULLRANK
We’d Love to Help You Out
#SEJSummit
#Searchmetrics @iPullRank

114. IPULLRANK.COM
@ IPULLRANK
That’s All I’ve Got!
#SEJSummit
#Searchmetrics @iPullRank

115. IPULLRANK.COM
@ IPULLRANK
THANK YOU / Q&A
MICHAEL KING
FOUNDER
IPULLRANK
@iPullRank
mike@ipullrank.com
http://ipullrank.com
DOWNLOAD THIS DECK:
http://bit.ly/stock-marketing
#SEJSummit
#Searchmetrics @iPullRank