INBOUND15 TECHNICAL MARKETING IS THE
PRICE OF ADMISSION Michael King (@iPullRank) Founder, iPullRank

INBOUND15
DOWNLOAD THIS DECK
http://bit.ly/stock-marketing

@iPullRank #INBOUND15 This is the
stock market as most of us know it.

@iPullRank #INBOUND15 When you think
of the stock market, you think of guys like this.

@iPullRank #INBOUND15 Really, this is
the stock market as it actually exists today.

@iPullRank #INBOUND15 For years traders
felt like the markets “weren’t the markets" anymore, but didn’t know why.

@iPullRank #INBOUND15 It wasn’t until
“flash crash” of May 6, 2010 that brokers really started to understand

@iPullRank #INBOUND15 ROBOTS HAD TAKEN
OVER THE MARKETS Or rather high frequency trading algorithms did

@iPullRank #INBOUND15 The SEC implemented
Reg NMS to require bid distribution across multiple exchanges

@iPullRank #INBOUND15 LATENCY CREATES ARBITRAGE
OPPORTUNITIES High Frequency Traders capitalize on the microsecond latency between trades

@iPullRank #INBOUND15 Front Running with
HFT Exploiting the latency between trades, they could trade against you before your original trade went through

@iPullRank #INBOUND15 THAT’S RIGHT. THEY
“GROWTH HACKED” THE STOCK MARKET

@iPullRank #INBOUND15 These people embraced
technology and created an opportunity in a fragmented marketplace

@iPullRank #INBOUND15 …while other brokers
were at the mercy of technology.

@iPullRank #INBOUND15 This was the
forceful evolution of Wall Street.

@iPullRank #INBOUND15 MARKETING HAS THE
SAME EXACT PROBLEM

@iPullRank #INBOUND15 This is Where
We’re At Now is the time to find the crevices in the market to see outsized returns.

@iPullRank #INBOUND15 We’re Not Ready
for Right Now... Most marketers feel that their team is not ready to handle today’s technology.

@iPullRank #INBOUND15 We’re Not Maximizing
Most people are using their marketing technology just for email marketing.

@iPullRank #INBOUND15 How About the
IoT? So where does that leave marketing for the upcoming explosion of the Internet of Things?

@iPullRank #INBOUND15 It leaves you
right here. Not ready for what hit you.

@iPullRank #INBOUND15 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.

@iPullRank #INBOUND15 …But Few Are
Ready We are on the verge of a technological revolution that marketers are not ready to capitalize on.

@iPullRank #INBOUND15 Technical Expertise Not
Needed? Marketers marketing to marketers want you to believe that technical expertise is not a requirement.

@iPullRank #INBOUND15 HAVE YOU HEARD
OF JAVASCRIPT? JavaScript MVW frameworks have made content accessibility a little more difficult in recent years.

@iPullRank #INBOUND15 ANGULAR’S GROWTH IS
A KEY REASON WHY SEO is more technical than ever before, actually.

@iPullRank #INBOUND15 “NO IMPLEMENTATIONS UNTIL
2017” And still you are at the mercy of technology and your development team.

@iPullRank #INBOUND15 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.

@iPullRank #INBOUND15 This is exactly
why “growth hackers” are eating your food.

@iPullRank #INBOUND15 The New Normal
Companies like Facebook only hire technical marketers. This is fast becoming the new normal.

@iPullRank #INBOUND15 WHAT DO YOU
KNOW ABOUT ADWORDS SCRIPTS? Did you know some marketers automatically make their PPC bids change based on the weather?

@iPullRank #INBOUND15 EVER RETARGET THE
WRONG PERSON? Did you know that’s easily solved on the frontend multiple different ways?

@iPullRank #INBOUND15 EVER WANTED TO
RETARGET JUST ONE PERSON? Cookie pools have minimums, but I solved that with a few lines of code.

@iPullRank #INBOUND15 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/@robleat hern/the-mobile-video-ad-lie- 938a6de51367

@iPullRank #INBOUND15 Does Programmatic Scare
You? The programmatic ad marketplace is not much different from high frequency trading. Are you ready?

@iPullRank #INBOUND15 THIS IS NOT
ABOUT LEARNING TO CODE It’s about understanding possibilities and communicating effectively with your team to capitalize on them

@iPullRank #INBOUND15 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

@iPullRank #INBOUND15 The modern marketing
team must have developers on it.

@iPullRank #INBOUND15 81% Of big
firms now have a chief marketing technologist. This is good news. Gartner

@iPullRank #INBOUND15 WE ARE MATH
MEN AND MAD MEN. It’s about understanding possibilities and communicating effectively with your team to capitalize on them

@iPullRank #INBOUND15 STAY CURIOUS ABOUT
YOUR TECHNOLOGY1

@iPullRank #INBOUND15 Change the Perception
Marketers are OK with not knowing how things work which makes developers dismiss you.

@iPullRank #INBOUND15 It’s like speaking
French in Paris. They’ll just be happy that you tried.

@iPullRank #INBOUND15 Stay Up on
Coding Trends What’s popular in the development community dictates where trends are going. HackerNews BuiltWith Trends

@iPullRank #INBOUND15 Learn from what
the market is doing

@iPullRank #INBOUND15 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.

@iPullRank #INBOUND15 Push Your Tools
to the Limits

@iPullRank #INBOUND15 Stay Curious About
Your Data

@iPullRank #INBOUND15 Discover what is
possible.

@iPullRank #INBOUND15 ESTABLISH A BASELINE
OF TECHNICAL SKILLS2

@iPullRank #INBOUND15 Establish a Baseline
of Skills Everyone on the iPullRank team knows HTML, CSS, SEO and Google Analytics no matter what they do.

@iPullRank #INBOUND15 T-Shaped Marketer Modern
marketers must have a working knowledge of many different disciplines with deep knowledge in a core skill of their choosing.

@iPullRank #INBOUND15 Cornerstones Haven’t Changed
Fundamentally, marketing is still the same. The medium, tools, and speed have changed dramatically.

@iPullRank #INBOUND15 HTML & CSS
Learn how to build a web page. https://www.codecademy.com/tracks/web

@iPullRank #INBOUND15 JavaScript Learn how
to make a dynamic webpage. https://www.codecademy.com/tracks/javascript

@iPullRank #INBOUND15 APIs Learn how
to make applications talk to each other. https://www.codecademy.com/apis

@iPullRank #INBOUND15 SQL Learn how
to work with databases. https://www.codecademy.com/courses/learn-sql

@iPullRank #INBOUND15 Search Engine Optimization
Learn how to make content visible. http://www.distilled.net/u/

@iPullRank #INBOUND15 Pay Per Click
Learn how to advertising auctions work. https://support.google.com/partners/answer/6123881?hl=en

@iPullRank #INBOUND15 Content Strategy Learn
how to make useful and usable content. http://thecontentstrategytoolkit.com http://contentstrategy.com

@iPullRank #INBOUND15 User Experience Learn
how to plan user experiences that work for your target audience. http://www.uxapprentice.com

@iPullRank #INBOUND15 Measurement Learn how
to measure the performance of marketing activities. https://analyticsacademy.withgoogle.com

@iPullRank #INBOUND15 Data Mining Learn
how to dig through your idea to identify opportunities. https://www.coursera.org/specializati ons/datamining

@iPullRank #INBOUND15 Optimization Learn how
to optimize experiences for the completion of business objectives. http://do.thelandingpagecourse.com/

@iPullRank #INBOUND15 TOOLS YOU SHOULD
KNOW AS MATH MEN3

@iPullRank #INBOUND15 Tools Create Oppportunities
Tools can be transformative to workflows and efficiency. They can also create entirely new opportunities.

@iPullRank #INBOUND15 API Growth APIs
have exploded in the last 5 years. There’s more structured data available than ever before.

@iPullRank #INBOUND15 MarTech Landscape Don’t
worry, most of this stuff sucks and tried and true or free open source solutions work just fine.

@iPullRank #INBOUND15 “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.

@iPullRank #INBOUND15 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

@iPullRank #INBOUND15 MySQL Excel’s million
row limit isn’t going to cut it in the big data environment. http://www.mysql.com

@iPullRank #INBOUND15 MySQL for Excel
Pull your preprocessed query data into Excel. https://www.mysql.com/why-mysql/windows/excel/

@iPullRank #INBOUND15 Google Analytics Google
Analytics is more than everything you need for effective measurement. http://www.google.com/analytics

@iPullRank #INBOUND15 Programmable Web Stay
in the know about what data is available. http://www.programmableweb.com

@iPullRank #INBOUND15 GA Query Explorer
Get the most out of GA by querying the API. https://ga-dev-tools.appspot.com/query-explorer/

@iPullRank #INBOUND15 Google Tag Manager
Google Tag Manager is the future of measurement setups. http://tagmanager.google.com/

@iPullRank #INBOUND15 CHECK OUT OUR
FREE GUIDE TO GTM http://ipullrank.com/google-tag-manager

@iPullRank #INBOUND15 Klipfolio Connect all
your data sources into stakeholder dashboards http://www.klipfolio.com

@iPullRank #INBOUND15 Orange Make data
mining a visual process rather than just a mathematical one. http://orange.biolab.si

@iPullRank #INBOUND15 FullContact Enhance data
on your users based on their email addresses. http://www.fullcontact.com

@iPullRank #INBOUND15 Local Web Server
Download a web server for building and testing. https://www.apachefriends.org/index.html

@iPullRank #INBOUND15 URLProfiler Understand content’s
performance quickly across every metric that matters http://www.urlprofiler.com

@iPullRank #INBOUND15 MailChimp From newsletters
to trigger emails for marketing automation, MailChimp is usually all you need.

@iPullRank #INBOUND15 Zapier Automate your
app connections. Achieve scale and efficiency http://www.zapier.com

@iPullRank #INBOUND15 Kimono Labs Scrape
content from websites without any code. https://www.kimonolabs.com/

@iPullRank #INBOUND15 Mautic Open source
Marketing Automation. http://www.mautic.com

@iPullRank #INBOUND15 Postman Test out
APIs without any code. http://www.getpostman.com

@iPullRank #INBOUND15 Unbounce Build landing
pages without any code. http://www.unbounce.com

@iPullRank #INBOUND15 Optimizely Build conversion
tests without any code. http://www.optimizely.com

@iPullRank #INBOUND15 Personyze Do drag
and drop personalization for free. http://www.personyze.com

@iPullRank #INBOUND15 Chrome Developer Tools
Understand the code on your page. Ctrl+Shift+I in Chrome.

@iPullRank #INBOUND15 WordPress The only
CMS you’ll ever need http://www.wordpress.org

@iPullRank #INBOUND15 THE MODERN MARKETING
PROCESS4

@iPullRank #INBOUND15 You’re a Conductor
Your job as a modern marketer is to be a conductor across many disciplines.

@iPullRank #INBOUND15 Strategic Planning You
need to be able to bring a strategy together from end to end that also covers the technical aspects

@iPullRank #INBOUND15 Be prepared to
execute it yourself. If you must.

@iPullRank #INBOUND15 Process STRATEGIC PLANNING
CONTENT STRATEGY TECHNICAL DEVELOPMENT PROMOTIONMEASUREMENT OPTIMIZATION

@iPullRank #INBOUND15 Workflow STRATEGIC PLANNING
CONTENT STRATEGY TECHNICAL DEVELOPMENT PROMOTIONMEASUREMENT OPTIMIZATION

@iPullRank #INBOUND15 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

@iPullRank #INBOUND15 “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.” @PeteWailes

@iPullRank #INBOUND15
Go Get Em!

@iPullRank #INBOUND15 ALLOW ME TO
INTRODUCE MYSELF

@iPullRank #INBOUND15 My name is
Mike King.

@iPullRank #INBOUND15 I Own An
Shop Called iPullRank

@iPullRank #INBOUND15 This Is What
We Do Hitting the Right Targets Making Software Work Paid Media Amplification Making the Right Content

@iPullRank #INBOUND15 This Is What
We Do Earned Media Taking the Message to the User Performance Insights Testing and Learning

@iPullRank #INBOUND15 We’d Love to
Help You Out

@iPullRank #INBOUND15 That’s All I’ve
Got!

@iPullRank #INBOUND15 THANK YOU /
Q&A MICHAEL KING FOUNDER IPULLRANK @iPullRank mike@ipullrank.com http://ipullrank.com DOWNLOAD THIS DECK: http://bit.ly/stock-marketing