Conversation-starting slides presented to Temple Marketing juniors and seniors discussing trends in modern marketing

1. The OG 4 Ps
Precision PromptnessPermission
Some suggested
new additions

2. Kate Athmer
Head of Growth Marketing and Sales Development at
Bombora, a B2B data intelligence company
Author of Millennial Reboot
National Champion coxswain (rowing)
Volunteer for Tara Miller Melanoma Foundation
Eagles fan, gin fan, efficiency fan
University of Dayton – Sport Management & Marketing
University of Tennessee – MBA, Finance & Marketing

3. A few
things…
1. PowerPoints are somehow still very
popular in the marketing/sales world.
Most of them are ugly. This one is no
exception.
2. A good marketer delivers value up front
before asking for anything, which is
why I’ve brought candy.
3. I’m here for you, so ask questions,
interrupt, tell me what you want to
know!

4. Today’s Agenda
• A quick history of how I got into marketing
• The evolution of adtech to make marketing more
precise
• The evolution of martech to make marketing more
timely
• The introduction of regulation to force marketing
to ask for permission
• The evolution of intent data to make ads more
sustainable

5. Marketing
before
digital
Marketing was primarily about
brand
Viewed as a cost center
With the rise of digital
marketing, it started to
become more measurable,
and the buyer started to have
more control
And that’s where my
marketing journey - and
interest - really began

6. Facebook looked like this in 2005.
You needed a college email address to sign
up.
There was no “feed”, but there were ads.
A digital
marketing
journey

7. The first “feed” arrived in 2006
Ads weren’t added to the newsfeed until 2012
A digital
marketing
journey

8. Twitter
2006 - Launched
2009 – 5 billion users, first in my marketing
class to sign up
2010 – tweet from space…followed by ads
(promoted tweets)
A digital
marketing
journey

9. And of course during this time
we also had all sorts of
wonderful pop up ads
A digital
marketing
journey

10. I started working at PointRoll in 2011
PointRoll was responsible for the first
ever expandable ad.
“Mouse this ad”
A digital
marketing
journey

11. We launched our first mobile ad
somewhere around 2012
And I personally launched the first
ever rich media Facebook ad in
the Facebook news feed
A digital
marketing
journey

12. The goal in 2012: more precise
messages, delivered where people
want them
Programmatic was on the rise
A digital
marketing
journey

13. Most modern marketing
automation platforms came
on the scene between 2006-
2008
There was rapid consolidation
from 2010-2014
A digital
marketing
journey

14. And yet…
Here’s a live shot of G2
Crowd’s Marketing
Automation Matrix
A digital
marketing
journey
These are the 4 relevant
players in the B2B space –
HubSpot, Marketo (Adobe),
Pardot (Salesforce), and
Eloqua (Oracle)
And here’s the next company
I worked for, Integrate

15. The primary marketing
automation platforms only
account for leads that find
you, however, so Integrate
was developed to help intake
leads from all other
marketing sources like:
• Content Syndication
• Events/Tradeshows
• Webinar libraries
• Social lead forms
• Display ads
• etc
A digital
marketing
journey

16. The goal in 2015: more precise
messages, delivered where
people want them, and closer
to when they want them
A digital
marketing
journey

17. Seems great, right?
More time for the beach,
let the tools do the work!

18. Unfortunately,
with all the
automation came
“pollution” and
privacy concerns

22. Privacy &
Permission:
GDPR and
CCPA

24. The idea that the sales and marketing ecosystem
is similar to the ocean - it is getting polluted and
we have to be better about taking care of it.
Sustainable Marketing is:

25. The goal in 2019: more precise
messages, delivered where people
want them, and closer to when
they want them, with their
permission
This has made things like ABM take
off, intent data more popular, and
even personalized direct mail is
making a comeback!
A digital
marketing
journey

26. How do we live this?
Sustainable Swag!
● Reusable metal straws, water bottles, coffee cups
● Notebooks made from Apples

27. The OG 4 Ps
Precision PromptnessPermission
Some suggested
new additions

28. A few more
things…
1. I’m hiring a marketing intern to start
in NYC in January, so if anyone is
interested please contact me
2. You can find me by going to
connectwithkate.com or
kateathmer@gmail.com
3. If you learned something today,
consider buying my book “Millennial
Reboot” on Amazon (remember the
candy?!)

29. Appendix

30. Recommended Reading
• Millennial Reboot!
• How to Win Friends and Influence People
• Trust Me, I’m Lying
• Willpower Doesn’t Work
• The 5 Love Languages
• The Male Factor
• Giftology

31. GDPR and CCPA: What you need to remember today
• Privacy and permission-based marketing is becoming more and more common – more laws are
coming (Nevada) - so it’s best to take steps to be compliant now, even if not mandatory YET in
your precise situation.
• Moving or sharing data with other organizations has implications too.
• Asking for and recording permission is your best bet for compliance. Collecting business cards in
a fishbowl is not compliant 
• Everyone has the right to know what data businesses have recorded about them and what all
they’ve done with it – but you should be careful to verify the identity of anyone requesting this
data first. There are a lot of scams with people using this law to steal other people’s
information.
• GDPR fines have the potential to put a company out of business, so this is serious stuff!

32. Most common resume/interview mistakes
• Listing things irrelevant to the position at hand
• Assuming the interviewer knows what your organization abbreviations are (THON)
• Showing up untidy – appearance is the first impression, and it matters
• Showing up late – can’t believe this has to be said
• Not knowing enough about the company

33. Advice for my former college self
• Invest in yourself. No one will invest in you if you don’t invest in yourself.
• Exercise. Make it a habit. Be friends with people who value exercise too.
• Learn to cook for one. Or two, but then learn to eat leftovers.
• Dress for what you want to accomplish that day. What you wear impacts performance