Short presentation prepared for the Quincy College "Intro to Business" class - helping junior college students understand what marketing is, and what possible opportunities are available in this field.

2. BILL CORRIGAN
•24 YEARS IN MARKETING & SALES ROLES (STARTED IN TECHNICAL SUPPORT
ANSWERING PHONES IN THE MIDDLE OF THE NIGHT)
•MOSTLY HIGH TECH (IBM, LOTUS, MICROSOFT) AND SOME RENEWABLE ENERGY
(LIVING PLANIT AND WPE)

3. MARKETING IS THIS, RIGHT?

4. OR MAYBE IT’S THIS?

5. “NO ONE BUYS WHAT YOU SELL, THEY
BUY WHAT IS OF VALUE TO THEM”
THIS IS THE ESSENCE OF ALL MARKETING ACTIVITIES
– ASSIMILATE THE CUSTOMER’S PERSPECTIVE TO
CREATE A PRODUCT OR SERVICE THAT THEY PERCEIVE
TO BE OF VALUE TO THEM

6. GREAT PRODUCT OR GREAT MARKETING?

7. GREAT PRODUCT OR GREAT MARKETING?
• MARKETING DESCRIPTION: “THE EGGS POP ON
YOUR TONGUE, AND THE RICH, SLIGHTLY SWEET
TASTE OOZES INTO YOUR MOUTH AND THE
FLAVOR FILLS YOUR NOSE.”
• IF AN ENGINEER DESCRIBED CAVIAR: “COLD,
DEAD FISH EGGS”

8. MARKETING AT ITS FINEST
• HTTPS://YOUTU.BE/2ZFQW8NHUWA

9. WHY WAS THE APPLE AD SO EFFECTIVE?
• STEVE JOBS UNDERSTOOD THE MARKET AND THE KEY DIFFERENTIATOR– ATTRACTING THOSE
CUSTOMERS WHO VIEWED THEMSELVES AS BEACONS OF ORIGINALITY IN A SEA OF DULL
SAMENESS OF IBM PCS
• PERFECT ALIGNMENT BETWEEN THE IMAGERY OF THE MOVIE (BIG BROTHER)AND REAL-LIFE
(IBM) VILLAINS – INTRODUCED DURING THE 1984 SUPER BOWL

10. IS THAT ALL THERE IS TO MARKETING?
JUST CREATE A COOL SUPER BOWL AD OR
NICE JINGLE? OR GET TWO HUGE SPORTS
STARS TO DRINK YOUR ICED COFFEE
AROUND A ROCKING POOL PARTY?

11. ACTUALLY, NO, THERE’S MORE TO IT
• MARKETING IS ABOUT UNDERSTANDING THE CUSTOMER, MARKET, COMPETITION, PRICING DYNAMICS,
PRODUCT OR SERVICE EXPERTISE AND CREATING THE RIGHT OFFERING THAT MEETS THE CUSTOMER’S
NEEDS. OFTEN WE HEAR AN OLD ADAGE CALLED THE “4 P’S OF MARKETING”
• PRODUCT
• PRICE
• PLACE
• PROMOTION

12. IN 2016, THERE’S A LOT MORE…
• DATA-DRIVEN
• MULTIPLE ROUTES TO TOUCH THE CUSTOMER (E.G. SOCIAL MEDIA, VIRALMARKETING, MOBILE DEVICES,
PARTNERS & CHANNELS)
• ONE-TO-ONE MARKETING
• B2B (BUSINESSS-TO-BUSINESS) AND B2C (BUSINESS-TO-CONSUMER)

13. SALES VS. MARKETING

14. CAREERS IN MARKETING

15. DIVERSE ARRAY OF CAREER CHOICES
• DIFFERENT ROLES THAT REQUIRE DIFFERENT SKILLS
• NO ONE-SIZE-FITS-ALL MARKETING CAREER
• TREND IS TOWARD MORE AND MORE ANALYTICS
• SOCIAL ENGAGEMENT & COMMUNITY ARE KEY COMPONENTS

16. MARKETING ROLES
• ADVERTISING
• PUBLIC RELATIONS
• INBOUND MARKETING MANAGER / DEMAND
GENERATION
• SOCIAL MEDIA / COMMUNITY MANAGER
• SEO MANAGER
• CONTENT MANAGER
• PRODUCT MARKETING / PRODUCT MANAGEMENT
• BRAND MARKETING
• MARKETING OPERATIONS MANAGER
• CHANNEL / PARTNER MARKETING
• STRATEGIC / TECHNICAL / COMPETITIVE
MARKETING
• GRAPHIC DESIGNER / WEB DEVELOPER

17. BREAKING IN – WHERE TO START?
• ALL OF THE ROLES ON THE PRIOR SLIDE REQUIRE SOME SPECIALIZATION
• THE BEST OPPORTUNITIES MIGHT LIE IN AREAS SUCH CUSTOMER SERVICE/ SUPPORT OR SALES
• LEARNING AS MUCH ABOUT AUTOMATION AND TOOLS WILL HELP YOU THE MOST
• BECOMING AN SME (SUBJECT MATTER EXPERT) IS KEY
• BECOME MORE ANALYTIC – GET USED TO CREATING SPREADSHEET MODELS AND USING PREDICTIVE
ANALYTICS TOOLS – E.G. GOOGLE ANALYTICS

18. POPULAR MARKETING TOOLS
• GOOGLE ANALYTICS – INSIGHTS INTO WEBSITE INTERACTION
• SALESFORCE.COM – CUSTOMER RELATIONSHIP MANAGEMENT
• HUBSPOT, MARKETO OR PARDOT – MARKETING AUTOMATION SOFTWARE AND 1:1 MARKETING
• BUFFER, SOCIAL CLOUT, HOOTSUITE, ETC – SOCIAL MEDIA TOOLS
• CONSTANT CONTACT, MAILCHIMP, VERO – EMAIL MARKETING
• DATA,.COM (PART OF SALESFORCE) – TARGETING CUSTOMERS AND CREATING CAMPAIGNS WITHIN SFDC

19. SOME RESOURCES
• BLOGS.HUBSPOT.COM – OVERALL DIGITAL MARKETING TRENDS & BLOG POSTS
• MARKETINGPROFS.COM – TUTORIALS, CASE STUDIES, GUIDES ON MARKETING
• MOZ.COM – SEO AND ONLINE MARKETING TIPS
• HTTPS://WWW.IMPACTBND.COM/FREE-MARKETING-RESOURCES - ABUNDANT RESOURCE FOR INBOUND
MARKETING RESOURCES