Mike King - “Technical Marketing is Just The Price of Admission”

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

DOWNLOAD THIS DECK
http://bit.ly/stock-marketing

This is the stock market as most of us
know it.

When you think of the stock market,
you think of guys like this.

Really, this is the stock market as it
actually exists today.

For years traders felt like the markets
“weren’t the markets" anymore, but didn’t
know why.

It wasn’t until “flash crash” of May 6, 2010
that brokers really started to understand.

ROBOTS HAD TAKEN
OVER THE MARKETS
Or rather high
frequency trading
algorithms did

The SEC implemented Reg NMS to require
bid distribution across multiple exchanges

LATENCY CREATES
ARBITRAGE
OPPORTUNITIES
High Frequency Traders
capitalize on the
microsecond latency
between trades

Front Running with HFT
Exploiting the latency between trades, they could trade against
you before your original trade went through.

THAT’S RIGHT. THEY
“GROWTH HACKED”
THE STOCK MARKET

These people embraced technology and
created an opportunity in a fragmented
marketplace

…while other brokers were at the
mercy of technology.

This was the forceful evolution of Wall
Street.

MARKETING HAS THE
SAME EXACT PROBLEM
1

This is Where We’re At
Now is the time to
find the crevices in
the market to see
outsized returns.

We’re Not Ready for Right Now...
Most marketers
feel that their
team is not ready
to handle today’s
technology.

We’re Not Maximizing
Most people are using
their marketing
technology just for
email marketing.

How About the IoT?
So where does that
leave marketing for the
upcoming explosion of
the Internet of Things?

It leaves you right here.
Not ready for what hit you.

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.

…But Few Are Ready
We are on the verge of a
technological revolution that
marketers are not ready to
capitalize on.

Technical Expertise Not Needed?
Marketers marketing
to marketers want you
to believe that
technical
expertise is not
a requirement.

HAVE YOU HEARD OF
JAVASCRIPT?
JavaScript MVW
frameworks have made
content accessibility a little
more difficult in recent
years.

ANGULAR’S GROWTH
IS A KEY REASON WHY
SEO is more technical
than ever before, actually.

“NO IMPLEMENTATIONS
UNTIL 2017”
And still you are at the
mercy of technology and
your development team.

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.

This is exactly why “growth hackers”
are eating your food.

The New Normal
Companies like
Facebook only hire
technical marketers. This
is fast becoming the new
normal.

WHAT DO YOU KNOW
ABOUT ADWORDS
SCRIPTS?
Did you know some
marketers automatically
make their PPC bids change
based on the weather?

EVER RETARGET THE
WRONG PERSON?
Did you know that’s
easily solved on the
frontend multiple
different ways?

EVER WANTED TO
RETARGET JUST ONE
PERSON?
Cookie pools have
minimums, but I solved that
with a few lines of code.

Did You Know Your Ad
Network Will Like 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

Does Programmatic Scare You?
The programmatic ad marketplace is not much different from
high frequency trading. Are you ready?

THIS IS NOT ABOUT
LEARNING TO CODE
It’s about understanding possibilities and communicating
effectively with your team to capitalize on them

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

The modern marketing team must
have developers on it.

Of big firms now have a chief
marketing technologist. This
is good news.
Gartne
r
81%

WE ARE MATH MEN
AND MAD MEN.
It’s about understanding possibilities and communicating
effectively with your team to capitalize on them

STAY CURIOUS ABOUT
YOUR TECHNOLOGY
1

Change the Perception
Marketers are OK with
not knowing how things
work which makes
developers dismiss you.

It’s like speaking French in Paris.
They’ll just be happy that you tried.

Stay Up on Coding Trends
What’s popular in the
development community
dictates where trends
are going.
HackerNews
BuiltWith
Trends

Learn from what the market is doing.

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.

Push Your Tools to the Limits

Stay Curious About Your Data

Discover what is possible.

ESTABLISH A BASELINE OF
TECHNICAL SKILLS
2

Establish a Baseline
of Skills
Everyone on the
iPullRank team knows
HTML, CSS, SEO and
Google Analytics no
matter what they do.

T-Shaped Marketer
Modern marketers must
have a working
knowledge of many
different disciplines with
deep knowledge in a
core skill of their
choosing.

Cornerstones Haven’t Changed
Fundamentally, marketing is still
the same. The medium, tools,
and speed have changed
dramatically.

HTML & CSS
Learn how to build a web
page.
https://www.codecademy.com/tracks/web
HTML & CSS

JavaScript
Learn how to make a dynamic
webpage.
https://www.codecademy.com/tracks/javascript

APIs
Learn how to make applications talk to each
other.
https://www.codecademy.com/apis

SQL
Learn how to work with
databases.
https://www.codecademy.com/courses/learn-sql

Search Engine Optimization
Learn how to make content
visible.
http://www.distilled.net/u/

Pay Per Click
Learn how to advertising auctions work.
https://support.google.com/partners/answer/6123881?hl=en

Content Strategy
Learn how to make useful and usable
content.
http://thecontentstrategytoolkit.com
http://contentstrategy.comIPULLRANK.COM @IPULLRANK

User Experience
Learn how to plan user experiences that work for your
target audience. http://www.uxapprentice.com

Measurement
Learn how to measure the performance of marketing
activities.
https://analyticsacademy.withgoogle.com

Data Mining
Learn how to dig
through your idea to
identify
opportunities.
https://www.coursera.org/specialization
s
/datamining

Optimization
Learn how to optimize experiences for the completion of
business objectives. http://do.thelandingpagecourse.com/

TOOLS YOU SHOULD KNOW
AS MATH MEN
3

Tools Create Oppportunities
Tools can be
transformative to
workflows and efficiency.
They can also create
entirely new
opportunities.

API Growth
APIs have exploded in the last 5 years. There’s more structured
data available than ever before.

MarTech Landscape
Don’t worry, most of this stuff sucks and tried and true or free
open source solutions work just fine.

“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.

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

MySQL
Excel’s million row
limit isn’t going to
cut it in the big
data environment.
http://www.mysql.com

MySQL for Excel
Pull your preprocessed query data into
Excel.
https://www.mysql.com/why-mysql/windows/excel/

Google Analytics
Google Analytics is more than everything you need for
effective measurement. http://www.google.com/analytics

Programmable Web
Stay in the know about what data is
available.
http://www.programmableweb.com

GA Query Explorer
Get the most out of GA by querying the
API.
https://ga-dev-tools.appspot.com/query-explorer/

Google Tag Manager
Google Tag Manager is the future of measurement
setups.
http://tagmanager.google.com/

CHECK OUT OUR
FREE GUIDE TO GTM
http://ipullrank.com/google-tag-
manager

Klipfolio
Connect all your data sources into stakeholder
dashboards
http://www.klipfolio.com

Orange
Make data mining a
visual process rather
than just a mathematical
one.
http://orange.biolab.si

FullContact
Enhance data on your users based on their email
addresses.
http://www.fullcontact.com

Local Web Server
Download a web server for building and
testing.
https://www.apachefriends.org/index.html

URLProfiler
Understand content’s performance quickly across every metric
that matters. http://www.urlprofiler.com

MailChimp
From newsletters to trigger emails for marketing
automation, MailChimp is usually all you need.

Zapier
Automate your app connections. Achieve scale and
efficiency.
http://www.zapier.com

Kimono Labs
Scrape content from websites without any
code.
https://www.kimonolabs.com/

Mautic
Open source Marketing
Automation.
http://www.mautic.com

Postman
Test out APIs without any
code.
http://www.getpostman.com

Unbounce
Build landing pages without any
code.
http://www.unbounce.com

Optimizely
Build conversion tests without any
code.
http://www.optimizely.com

Personyze
Do drag and drop personalization for
free.
http://www.personyze.com

Chrome Developer Tools
Understand the code on your
page. Ctrl+Shift+I in Chrome.

WordPress
The only CMS you’ll ever
need
http://www.wordpress.org

THE MODERN MARKETING
PROCESS
4

You’re a Conductor
Your job as a modern
marketer is to be a
conductor across many
disciplines.

Strategic Planning
You need to be able to
bring a strategy
together from end to
end that also covers
the technical aspects

Be prepared to execute it yourself.
If you must.

Process
STRATEGI
C
PLANNING
CONTENT
STRATEGY
TECHNICAL
DEVELOPMEN
T
PROMOTIONMEASUREMEN
T
OPTIMIZATION

Workflow
STRATEGI
C
PLANNING
CONTENT
STRATEGY
TECHNICAL
DEVELOPMEN
T
PROMOTIONMEASUREMEN
T
OPTIMIZATION

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

“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.”
@PeteWail
es

Go Get Em!

ALLOW ME TO INTRODUCE
MYSELF
1

My name is Mike King.

I Own An Shop Called 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

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

We’d Love to Help You Out

That’s All I’ve Got!

THANK YOU / Q&A
MICHAEL KING
FOUNDE
R
IPULLRAN
K
@iPullRank
mike@ipullrank.co
m
http://ipullrank.com
DOWNLOAD THIS DECK:IPULLRANK.COM @IPULLRANK

Mike King - “Technical Marketing is Just The Price of Admission”

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