The Will Marlow Agency Culture

1. OUR CULTURE The Will Marlow Agency

2. Data-Driven Marketing The Will Marlow Agency A culture is a set of shared values, behaviors, and ideals.

3. Data-Driven Marketing The Will Marlow Agency Why does culture matter?

4. Data-Driven Marketing The Will Marlow Agency By promoting a meaningful company culture, we will have an easier time knowing if you will enjoy working with us.

5. Data-Driven Marketing The Will Marlow Agency By articulating our culture, we give ourselves a roadmap to help make better decisions.

6. Data-Driven Marketing The Will Marlow Agency Finally, a great company culture is our way of making a place that we all can enjoy together.

7. Data-Driven Marketing The Will Marlow Agency By understanding our culture, you’ll have an easier time thinking about the statements below: 1. If the answer isn’t hell yes, it should be no. 2. Clausewitz’s 1st principle: “Act with the utmost concentration.” 3. Unhappiness is caused chiefly by an excessive focus on self. 4. The little things are the big things.

8. Data-Driven Marketing The Will Marlow Agency Why is culture extra important for marketing agencies like us?

9. Data-Driven Marketing The Will Marlow Agency Because we are a people business.

10. Data-Driven Marketing The Will Marlow Agency A product company invests more in product than in people. An agency like us invests more in people than in product.

11. Data-Driven Marketing The Will Marlow Agency Put another way, we are a human capital company.

12. Data-Driven Marketing The Will Marlow Agency Agency = People > Product

13. Data-Driven Marketing The Will Marlow Agency Since we are a human capital business, hiring towards our culture is a key part of our growth strategy.

14. Data-Driven Marketing The Will Marlow Agency “A bad plan is better than no plan” -Gary Kasparov Chess Grandmaster

15. Data-Driven Marketing The Will Marlow Agency But let’s think about it another way.

16. Data-Driven Marketing The Will Marlow Agency What does an agency do?

17. Data-Driven Marketing The Will Marlow Agency What does an agency do? An agency solves problems.

18. Data-Driven Marketing The Will Marlow Agency And a data-driven agency like we are eliminates uncertainty for our clients.

19. Data-Driven Marketing The Will Marlow Agency The Will Marlow Agency aims to be the world’s leading expert in a highly confusing field: data-driven inbound marketing.

20. Data-Driven Marketing The Will Marlow Agency We do two specific things: (1) manage digital campaigns (2) train other agencies.

21. Data-Driven Marketing The Will Marlow Agency Our job is: To help our clients grow.

22. Data-Driven Marketing The Will Marlow Agency Our mission is: To make our clients feel like geniuses.

23. Data-Driven Marketing The Will Marlow Agency “Every day, it’s your flat-out responsibility to make your boss look good. You have to make him or her smarter…all the time.” -Jack Welch CEO, GE

24. Data-Driven Marketing The Will Marlow Agency And we hire people who share our three core values:

25. Data-Driven Marketing The Will Marlow Agency And we hire people who share our three core values: (1) pursuit of knowledge (2) helpfulness (3) hard work

29. Data-Driven Marketing The Will Marlow Agency We invest in people who share these three traits.

30. Data-Driven Marketing The Will Marlow Agency We obsess over hiring the right people, because we want to invest for the long-term.

31. Data-Driven Marketing The Will Marlow Agency We obsess over hiring the right people, because we want to invest for the long-term. Age of our agency: ~5-years Client tenure goal: ~5-years

32. Data-Driven Marketing The Will Marlow Agency Who do we hire?

33. Data-Driven Marketing The Will Marlow Agency We hire people who want to be helpful.

34. Data-Driven Marketing The Will Marlow Agency We hire people who want to be experts.

35. Data-Driven Marketing The Will Marlow Agency Who do we promote?

36. Data-Driven Marketing The Will Marlow Agency We promote people who want to be continuous, life-long learners.

37. Data-Driven Marketing The Will Marlow Agency We promote people who aren’t satisfied by easy answers.

38. Data-Driven Marketing The Will Marlow Agency We promote people who ask the same questions repeatedly in order to dig deeper.

39. Data-Driven Marketing The Will Marlow Agency We promote people who aim to make our clients look like heroes inside their own companies.

40. Data-Driven Marketing The Will Marlow Agency We promote people who work hard to be proactive, solving problems immediately, or before they appear.

41. Data-Driven Marketing The Will Marlow Agency We succeed as an agency by investing in the right people.

42. Data-Driven Marketing The Will Marlow Agency What don’t we care about?

43. Data-Driven Marketing The Will Marlow Agency We don’t care where you live.

44. Data-Driven Marketing The Will Marlow Agency We don’t care where you live. We are not limited by geography.

45. Data-Driven Marketing The Will Marlow Agency We don’t care about your impressive-sounding degrees & certifications.

46. Data-Driven Marketing The Will Marlow Agency We value your credentials, but we care more about what you can do.

47. Data-Driven Marketing The Will Marlow Agency And, finally, we don’t care about BS.

48. Data-Driven Marketing The Will Marlow Agency There is too much BS in marketing.

49. Data-Driven Marketing The Will Marlow Agency There is too much BS in marketing. And we want to remove it all.

50. Data-Driven Marketing The Will Marlow Agency There is too much BS in marketing. And we want to remove it all. We have our work cut out for us.

51. Data-Driven Marketing The Will Marlow Agency There are easy-to-follow 8 principles that guide our daily work, in support of our culture (knowledge  helpfulness  hard work) (1) Never brag about clicks, impressions, or traffic. (2) Focus on leads, conversions, sales, and revenue. (3) Always explain and question why a marketing idea is good or bad. (4) Always stay ahead of the client in questioning the ROI of a campaign. (5) Know that you are not spending money on ads, you are investing it. (6) Always imagine that you’re investing your own money on ads. (7) Always talk about recent accomplishments & current priorities. (8) Always ask yourself how you can communicate impact through data.

52. Data-Driven Marketing The Will Marlow Agency Example of proactively removing BS: we developed a free, “AdWords ROI Calculator” to answer the question, How can you measure whether an AdWords campaign is profitable?

53. Data-Driven Marketing The Will Marlow Agency What’s the point of building a positive culture?

54. Data-Driven Marketing The Will Marlow Agency What’s the point of building a positive culture? We are pursuing excellence, and hiring the right people will help us succeed.

55. Data-Driven Marketing The Will Marlow Agency We want you to love your job.

56. Data-Driven Marketing The Will Marlow Agency People like being around likeminded people.

57. Data-Driven Marketing The Will Marlow Agency Studies show that the #1 predictor of happiness at work is whether you like the people you work with.

58. Data-Driven Marketing The Will Marlow Agency That, in essence, is why culture matters.

59. Data-Driven Marketing The Will Marlow Agency If you love our culture and mission, then we would love to hire you, promote you, and reward you.

60. Data-Driven Marketing The Will Marlow Agency You’ll remember these maxims from the beginning of the presentation, and it helps to return to them now: 1. If the answer isn’t hell yes, it should be no. 2. Clausewitz’s 1st principle: “Act with the utmost concentration.” 3. Unhappiness is caused chiefly by an excessive focus on self. 4. The little things are the big things.

61. Data-Driven Marketing The Will Marlow Agency Key Summary – Major Takeaways (1) Ad agencies like ours our human capital companies, and so hiring the right people is critical to success – people our our primary investment. (2) Our culture is defined by joy in (a) the pursuit of knowledge, (b) helpfulness, and (3) hard work. (3) You’ll be happy here if you want to: (a) develop deep expertise in data-driven marketing; (b) ask lots of questions to dig deeper; (c) care deeply about making our clients look like heroes; and (d) are proactive about solving problems before they appear (4) We don‘t care where you live, we care more about what you know than your credentials or certifications; and we don‘t care about BS. (5) Our job is to make our clients grow. (6) Our mission is to make our clients feel like geniuses and look like heroes, which you can do by following these 7 principles, (a) never brag about clicks, impressions or traffic; (b) only focus on leads, conversions, sales, and revenue; (c) always question why a marketing idea is good or bad; (d) always stay ahead of a client in questioning ROI; (e) know you aren‘t spending on ads, you‘re investing with ads (f) always imagine you‘re investing your own money; (g) always talk about recent accomplishments and current priorities; (h) always communicate impact via data. (7) If it isn‘t hell yes, it‘s no – and other maxims. (8) The point of this is: we want you to love your job.

62. Data-Driven Marketing The Will Marlow Agency