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#CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)

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Digital marketing is vague and changes every day; there aren’t a ton of hard and fast rules. We’re all learning as we go. However, our goal remains a very basic, human one: connecting with people and inspiring feelings within them. Regardless of any changes in technology or fancy, shiny tools that come along, that core goal remains the same. Join Matt Byrd, Senior Email Marketing Manager at Litmus, as he discusses the skills and tools digital marketers need keep a solid foot on the ever-changing landscape of digital marketing. You’ll walk away well-versed in methods for thinking critically to build modern marketing skills and competency, regardless of your professional background.

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#CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)

  1. 1. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd #CNX14 CPA, CPC, CP…What?! The Non-Marketer’s Guide to Marketing Matt Byrd Senior Marketing Manager, Litmus @mparkerbyrd
  2. 2. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd How I came to <3 email
  3. 3. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd
  4. 4. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd
  5. 5. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd
  6. 6. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd
  7. 7. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd My career path
  8. 8. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd Nobody wants to be a digital marketer
  9. 9. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd What kids want to be when they grow up • Police officer – 16% • Zookeeper – 14% • Firefighter – 13% • Doctor – 10% • “I don’t want to work” – 6% • Digital marketer – 0%
  10. 10. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd Marketing Computer Science Visual Communication Communication Graphic Design Advertising Art Business Multimedia Production Digital Art Chemical Engineering Finance Anthropology German Violin Performance Architecture Theater Broadcast Biology Journalism Criminal Justice Microbiology Political Science Economics Classics Secretarial Training Music IT Psychology Film The backgrounds of digital marketers
  11. 11. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd The backgrounds of digital marketers Marketing Computer Science Visual Communication Communication Graphic Design Advertising Art Business Multimedia Production Digital Art Chemical Engineering Finance Anthropology German Violin Performance Architecture Theater Broadcast Biology Journalism Criminal Justice Microbiology Political Science Economics Classics Secretarial Training Music IT Psychology Film 53% of digital marketers have had no relevant, formal training.
  12. 12. Track: Personal Transformation & Growth #CNX14 “Email marketing is something I stumbled upon @mparkerbyrd and kind of didn't expect to like it as much as I do now.” Laura Manley Email Marketing Team Lead
  13. 13. Track: Personal Transformation & Growth #CNX14 “My first exposure to HTML was during a marketing internship. My boss gave me a ‘Teach Yourself HTML’ book and told me to ‘learn this.’” @mparkerbyrd Tommy Grimes Email Marketing Manager
  14. 14. Track: Personal Transformation & Growth #CNX14 “There are still no real good courses. By the time something is a best practice, the course is still 3 @mparkerbyrd years away from existing.” Dave Mossop Manager, Interactive Marketing
  15. 15. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd Key takeaway: None of us know what we’re doing. We’re figuring it out as we go. …And you can too!
  16. 16. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd What’s a digital marketer to do, then?
  17. 17. Track: Personal Transformation & Growth #CNX14 To navigate the ever-changing digital landscape… @mparkerbyrd 1 2 3 Focus on networking Read, read, read to stay current Realize you know more than you think
  18. 18. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd Networking
  19. 19. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd Networking: Twitter It’s the water cooler of our industry. Follow (and interact with): • Thought leaders • Other marketers • Conference hashtags • Marketing brands/vendors
  20. 20. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd Networking: Twitter Not participating on Twitter at marketing events = Skipping the reception at a wedding
  21. 21. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd
  22. 22. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd
  23. 23. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd Networking: Twitter MARKETING/STRATEGY • @kyleplacy • @litmusapp • @exacttarget • @meladorri • @unmarketing • @chadswhite • @email_expert • @jkrohrs • @mparkerbyrd 
  24. 24. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd Networking: Twitter MARKETING/EMAIL DESIGN • @rodriguezcommaj • @KEVINgotbounce • @iamelliot • @becskr • @omgitsonlyalex • @yarcatt • @flcarneiro • @briangraves • @stylecampaign
  25. 25. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd Networking: Twitter Always follow up with people you meet!
  26. 26. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd Networking: Real, living, breathing people I am pretty introverted. Talking to strangers is hard for me. The worst things in the world are ice breakers.
  27. 27. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd TEDCNTACC CHEESY ICE BREAKERS. I HATE THEM.
  28. 28. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd
  29. 29. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd
  30. 30. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd Networking: Real, living, breathing people So let’s do one!
  31. 31. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd Read to stay current
  32. 32. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd The first 15: Give yourself 15 minutes Start each workday with 15 minutes of industry news and blogs. Make it easy by using a newsreader, like Feedly
  33. 33. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd A few must-reads http://blog.exacttarget.com http://www.litmus.com/blog https://www.campaignmonitor.com/blog http://www.clickz.com http://blog.kissmetrics.com http://www.growthhackers.com
  34. 34. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd A few must-reads http://www.marketingprofs.com http://www.moz.com/blog http://www.copyblogger.com/blog http://www.unmarketing.com http://www.searchengineland.com
  35. 35. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd Some books that shaped my thinking YOUtility – Jay Baer Data Smart – John Foreman Audience – Jeff Rohrs Lean Analytics – Alistair Croll and Benjamin Yoskovitz
  36. 36. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd For basic technical skills… You don’t need to be an HTML expert, but you should understand the fundamental concepts.
  37. 37. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd Understand a lot; specialize in a little
  38. 38. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd Pro tip: Bringing it all together! If you particularly enjoy an author’s blog post or book, tweet at them and let them know!
  39. 39. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd Realize you know more than you think
  40. 40. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd Be more concerned with qualities than specific knowledge
  41. 41. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd be scrappy
  42. 42. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd be goal-oriented
  43. 43. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd be daring
  44. 44. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd be curious
  45. 45. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd be a sponge
  46. 46. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd be on your toes
  47. 47. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd but above all else…
  48. 48. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd be a human being
  49. 49. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd Think about people first. Everything else will follow.
  50. 50. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd Before we go…
  51. 51. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd Pro tip: Get the most out of conferences You are here to get ideas and meet people. Make sure you do both.
  52. 52. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd Pro tip: Get the most out of conferences New People Short-term Wins Long-term Ideas
  53. 53. Track: Personal Transformation & Growth #CNX14 #CNX14 @mparkerbyrd Take the after-session survey! Take the Survey in the Connections 2014 Mobile App Join the Conversation! Prizes! $50 Starbuck s Gift Card Session speaker @mparkerbyrd
  54. 54. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd Questions?
  55. 55. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd CUSTOMER JOURNEY SHOWCASE MARKETING THOUGHT LEADERS EMAIL MARKETING PRODUCT STRATEGY & ROADMAP PERSONAL TRANSFORMATION & GROWTH SOCIAL MARKETING MOBILE & WEB MARKETING DEVELOPERS HANDS-ON TRAINING INDUSTRY TRENDSETTERS CREATIVITY & INNOVATION SALESFORCE FOR MARKETERS ROUNDTABLES
  56. 56. Track: Personal Transformation & Growth #CNX14 @mparkerbyrd

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