The document provides tips for developers working with marketing teams, including finding key performance indicators the marketing team cares about and that developers can impact through technical changes. It advises developers to prioritize tasks from the marketing team's to-do list, get access to analytics and search console tools to help with priorities, and document all changes made to help when issues arise. It also stresses the importance of soft skills like communication, setting boundaries, and acting as a liaison between teams.

1. A DEVELOPER'S GUIDE TO WORKING WITH
MARKETING TEAMS
Rhys Wynne - @dwinrhys

2. (VERY BRIEF) INTRODUCTION
➤ Started Working with
WordPress in 2006.
➤ Worked as a Search
Engine Optimiser/
WordPress Developer
2006-2010.
➤ Worked as a pure digital
marketer for
2010-2012.
➤ Returned to WordPress
Development in 2012.
➤ Went freelance in 2018.

3. @rhyswynne - @dwinrhys
I’M A DEVELOPER WHO
(KINDA) KNOWS A BIT
ABOUT MARKETING

4. #WCBTNWordCamp Brighton 2019
MARKETERS LOOKING AT ME AT A MARKETING CONFERENCE
@rhyswynne - @dwinrhys

5. #WCBTNWordCamp Brighton 2019
MARKETERS EXPERIENCE OF DEVELOPERS
@rhyswynne - @dwinrhys

6. #WCBTNWordCamp Brighton 2019
BY THE END OF THIS PRESENTATION…
@rhyswynne - @dwinrhys

7. @rhyswynne - @dwinrhys
GET THEM
ON YOUR SIDE

8. @rhyswynne - @dwinrhys
1. FIND OUT THEIR
KEY PERFORMANCE INDICATORS
(KPIS)
AND ONE’S YOU CAN CONTROL

9. @rhyswynne - @dwinrhys
➤ Body Level One
@rhyswynne - @dwinrhysWordCamp Brighton 2019 #WCBTN
ONES YOU CAN CONTROL - ON PAGE CHANGES
➤ Conversion Rate (UX Improvements)
➤ Rankings (Site Speed Improvements)
➤ Click Through Rate (Site Architecture)

10. @rhyswynne - @dwinrhys
YOU WON’T BE ABLE
TO CONTROL ALL OF
IT

11. @rhyswynne - @dwinrhys
➤ Body Level One
@rhyswynne - @dwinrhysWordCamp Brighton 2019 #WCBTN
BE AWARE OF THINGS
➤ Conversion Rate (Poor PPC Campaign)
➤ Rankings (Marketing Team Builds Dodgy Links)
➤ Click Through Rate (Marketing Team Prioritises
Incorrect Page)

12. @rhyswynne - @dwinrhys
BE AWARE, BUT
DON’T BE JUDGED

13. @rhyswynne - @dwinrhys
2. THE LIST!
(& HOW TO DEAL WITH IT)

14. @rhyswynne - @dwinrhys
ASK FOR IT TO BE
PRIORITISED
(OR PRIORITISE IT FOR THEM)

15. @rhyswynne - @dwinrhys
GET GOOGLE ANALYTICS
& GOOGLE WEBMASTER
TOOLS ACCESS

16. #WCBTNWordCamp Brighton 2019
EXAMPLE KPI - IMPROVE CONVERSIONS
GA View: Behaviour >Site Content > Landing Pages

17. #WCBTNWordCamp Brighton 2019
EXAMPLE KPI - IMPROVE RANKINGS
GA View: Behaviour > Site Speed > Speed Suggestions

18. #WCBTNWordCamp Brighton 2019
GOOGLE PAGESPEED TOOL
https://developers.google.com/speed/pagespeed/insights/

19. #WCBTNWordCamp Brighton 2019
MOBILE FIRST & ALSO WORDPRESS SUGGESTIONS
https://developers.google.com/speed/pagespeed/insights/

20. #WCBTNWordCamp Brighton 2019
EXAMPLE KPI - IMPROVE CLICK THROUGH RATES
Google Webmaster Tools: Performance

21. @rhyswynne - @dwinrhys
IF ALL ELSE FAILS
ESTIMATE TIME & COST
FOR EACH TASK

22. @rhyswynne - @dwinrhys
3. SOFT SKILLS

23. @rhyswynne - @dwinrhys
MARKETING ISN’T A “BUILD IT
& THEY WILL COME” APPROACH
STOP SAYING IT

24. @rhyswynne - @dwinrhys
AVOID MICROMANAGING
BUT MAKE THEM AWARE
OF CHANGES

25. @rhyswynne - @dwinrhys
ASK WHY
&
EXPLAIN WHY

26. @rhyswynne - @dwinrhys
DON’T ASSUME
KNOWLEDGE

27. @rhyswynne - @dwinrhys
4. CLIENT/MARKETING/
DEVELOPMENT
RELATIONSHIP

28. @rhyswynne - @dwinrhys
OFFER TO BE A
LIAISON

29. @rhyswynne - @dwinrhys
➤ Body Level One
@rhyswynne - @dwinrhysWordCamp Brighton 2019 #WCBTN
LIAISE WITH OTHER PARTIES ON THEIR BEHALF
➤ In House Developers
➤ Designers
➤ Hosting Companies
Get the client’s approval first - may not be ultimately
possible (NDA’s)

30. @rhyswynne - @dwinrhys
AGREE TO
BOUNDARIES

31. @rhyswynne - @dwinrhys
HAVE ONE POINT OF
CONTACT

32. @rhyswynne - @dwinrhys
5. DOCUMENT
EVERYTHING YOU
CHANGE

33. @rhyswynne - @dwinrhys
WHAT TO DO WHEN
THINGS GO WRONG

34. @rhyswynne - @dwinrhys
➤ Body Level One
@rhyswynne - @dwinrhysWordCamp Brighton 2019 #WCBTN
WHEN THINGS GO WRONG
➤ Try not to be confrontational.
➤ Don’t try and blame them, especially in front of a client.
➤ Use documentation to refer to decisions made and why
things were done.
➤ I have hidden behind agreements at times (not always
smart).
➤ Come to an agreement for exit (if worst comes to the
worst).

35. @rhyswynne - @dwinrhys
WHAT TO DO WHEN
THINGS GO RIGHT

36. @rhyswynne - @dwinrhys
➤ Body Level One
@rhyswynne - @dwinrhysWordCamp Brighton 2019 #WCBTN
WHEN THINGS GO RIGHT
➤ Recommend them - if they are an external agency.
➤ Keep an eye on the team on LinkedIn. Especially
with team members that you enjoyed working with.
➤ Ask them for opinions on your own site (over a
coffee/beer)

37. @rhyswynne - @dwinrhys
THANKS!
@rhyswynne
@dwinrhys
dwinrhys.com
winwar.co.uk