Presentation to Adobe EMEA Marketing team
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Presentation i gave to the Adobe EMEA Marketing team, sharing my experiences as a CMO, what's important to me and how they should think about approaching CMOs like me. Also includes some thoughts on building a career in marketing.
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Presentation to Adobe EMEA Marketing team
- 1. Hello John Watton, June 2010
- 3. 0.1%
- 6. A bit about ShipServ E-marketplace. $1.5bn in GMV per annum Connect B2B buyers & sellers in shipping Flexible monetisation model Some Freemium elements Buyer Subscriptions Seller listings and advertisements Go-to-market approach Regional direct sales (10+) Philippines-based telesales team (50+)
- 8. Need to move from broadcast to conversation
- 11. vs The balance
- 16. Challenges & needs Challenges Development & execution of business strategy Improving customer experience Bringing new products to market Keeping our VC/shareholders happy Take company to “next event” Needs Do things easier, faster, cheaper Less tools, simple admin, low overhead costs Squeeze every drop out of what we create
- 17. Strategic “How” principles Anticipate customer needs. Far more collaborative with customers than I’ve ever been in the past. Pay more attention to what they say and do – monitoring blogs, forums and other social media. Test and Learn. An experimental, test-and-learn culture lets me prove out various tactics on a smaller scale that offsets financial risk. Build a scorecard. Over time, the ability to better build a case and own up to outcomes will result in a more effective marketing organization. Take risks. Break out of comfort zone of traditional tactics and techniques and learn to take risks. Recycle. Campaigns are never as successful as you think.
- 19. Publish once, distribute many & keep our own “dial tone” RSS twitter web facebook Linkedin
- 21. Listen
- 22. Nurture
- 23. Participate
- 24. Inspire
- 25. Trusted service
- 31. eConsultancy MarketingProfs Agencies Peers TechCrunch Slashdot The Register Mashable GigaOM Techmeme Marketing Technology Business WIRED F@st company
- 35. 1. Don’t be afraid to experiment
- 36. 2. Network
- 37. 3. Track your achievements (and be proud)
- 38. 4. Engage with social media – it’s the future!
- 39. 5. Get into a (career) routine
- 40. 6. Be authentic