Hello<br />John Watton, June 2010<br />
0.1%<br />
A bit about ShipServ<br />E-marketplace. $1.5bn in GMV per annum<br />Connect B2B buyers & sellers in shipping<br />Flexib...
Dynamics<br />Micro-multinational (160 employees in 6 locations)<br />Serve a global, fragmented business community.<br />...
Need to move from broadcast to conversation
Shift of features from software to users</li></li></ul><li>
vs<br />The balance<br />
Challenges & needs<br />Challenges<br />Development & execution of business strategy<br />Improving customer experience<br...
Strategic “How” principles<br />Anticipate customer needs.<br />Far more collaborative with customers than I’ve ever been ...
Publish once, distribute many & keep our own “dial tone”<br />RSS<br />twitter<br />web<br />facebook<br />Linkedin<br />
Communications<br />FROM<br />Impersonal<br />Shout<br />Sell<br />Persuade<br />Instruct<br />Product Vendor<br />Promote...
Listen
Nurture
Participate
Inspire
Trusted service
Entertain</li></ul>“Always-on” Campaigns<br />
eConsultancy<br />MarketingProfs<br />Agencies<br />Peers<br />TechCrunch<br />Slashdot<br />The Register<br />Mashable<br...
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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. 1. Hello<br />John Watton, June 2010<br />
  2. 2.
  3. 3. 0.1%<br />
  4. 4.
  5. 5.
  6. 6. A bit about ShipServ<br />E-marketplace. $1.5bn in GMV per annum<br />Connect B2B buyers & sellers in shipping<br />Flexible monetisation model<br />Some Freemium elements<br />Buyer Subscriptions<br />Seller listings and advertisements<br />Go-to-market approach<br />Regional direct sales (10+)<br />Philippines-based telesales team (50+)<br />
  7. 7. Dynamics<br />Micro-multinational (160 employees in 6 locations)<br />Serve a global, fragmented business community.<br />Risk averse, conservative audience<br /><ul><li>No competition = have to educate the industry = nurture
  8. 8. Need to move from broadcast to conversation
  9. 9. Shift of features from software to users</li></li></ul><li>
  10. 10.
  11. 11. vs<br />The balance<br />
  12. 12.
  13. 13.
  14. 14.
  15. 15.
  16. 16. Challenges & needs<br />Challenges<br />Development & execution of business strategy<br />Improving customer experience<br />Bringing new products to market<br />Keeping our VC/shareholders happy<br />Take company to “next event”<br />Needs<br />Do things easier, faster, cheaper<br />Less tools, simple admin, low overhead costs<br />Squeeze every drop out of what we create<br />
  17. 17. Strategic “How” principles<br />Anticipate customer needs.<br />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. <br />Test and Learn. <br />An experimental, test-and-learn culture lets me prove out various tactics on a smaller scale that offsets financial risk.<br />Build a scorecard. <br />Over time, the ability to better build a case and own up to outcomes will result in a more effective marketing organization.<br />Take risks.<br />Break out of comfort zone of traditional tactics and techniques and learn to take risks.<br />Recycle.<br />Campaigns are never as successful as you think.<br />
  18. 18.
  19. 19. Publish once, distribute many & keep our own “dial tone”<br />RSS<br />twitter<br />web<br />facebook<br />Linkedin<br />
  20. 20. Communications<br />FROM<br />Impersonal<br />Shout<br />Sell<br />Persuade<br />Instruct<br />Product Vendor<br />Promote<br />TO<br /><ul><li>Personality
  21. 21. Listen
  22. 22. Nurture
  23. 23. Participate
  24. 24. Inspire
  25. 25. Trusted service
  26. 26. Entertain</li></ul>“Always-on” Campaigns<br />
  27. 27.
  28. 28.
  29. 29.
  30. 30.
  31. 31. eConsultancy<br />MarketingProfs<br />Agencies<br />Peers<br />TechCrunch<br />Slashdot<br />The Register<br />Mashable<br />GigaOM<br />Techmeme<br />Marketing<br />Technology<br />Business<br />WIRED<br />F@st company<br />
  32. 32.
  33. 33.
  34. 34.
  35. 35. 1. Don’t be afraid to experiment<br />
  36. 36. 2. Network<br />
  37. 37. 3. Track your achievements (and be proud)<br />
  38. 38. 4. Engage with social media – it’s the future!<br />
  39. 39. 5. Get into a (career) routine<br />
  40. 40. 6. Be authentic<br />
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