When trying to hire a marketer for your startup, who do you need? The Creative? The Growth-Hacker? The Globalist? The Communicator? This is the annotated version of the talk given at Talent Land in Mexico in the spring of 2019, featuring illustrated examples of all of the marketers that your startup might consider hiring.
New Social Media Products and Platform Updates Marketers Need to Know AboutDavid Berkowitz
Presented at Social Media Strategies Summit 2019: What are the most important social media products to launch this year? Learn the latest developments from the major social platforms while also getting a taste of which other platforms released products that marketers need to know about. Discover examples from pioneering brands, and come away with ideas that you'll be eager to try out yourself. Featuring: Facebook, Instagram, YouTube, Twitter, Snapchat, Reddit, LinkedIn, TikTok, and Pinterest.
Branding - Creating a personality for your product!Bettina Grr
What is branding and why is it so important?
During the presentation you will find out how to create a personality for your product, service or company. A brand is the promise you make to your users. Follow these five groundrules to uncover or create your brand:
1. Your brand sets you apart.
2. Your brand is ingrained in all your company.
3. Your brand is who you are.
4. Your brand is the connection to your audience.
5. Your brand gives you loyalty.
Introducing TIM & REAL influencer marketing (for agencies)Dorit Roest
Dorit Roest en Myrthe Stapper zijn de oprichters van het exclusieve matching platform voor influencers en marketeers TIM (theinfluencersmovement.com) en influencer agency Bloggers Network. Dorit en Myrthe hebben één doel. Zij willen met hun bedrijven een verandering teweeg brengen van irrelevante en storende advertenties naar REAL Influencer Marketing. REAL staat hierbij voor Relevant, Engaging, Authentic en Likable. Waardevolle verhalen gebracht door oprechte influencers die écht enthousiast zijn over een merk of product.
New Social Media Products and Platform Updates Marketers Need to Know AboutDavid Berkowitz
Presented at Social Media Strategies Summit 2019: What are the most important social media products to launch this year? Learn the latest developments from the major social platforms while also getting a taste of which other platforms released products that marketers need to know about. Discover examples from pioneering brands, and come away with ideas that you'll be eager to try out yourself. Featuring: Facebook, Instagram, YouTube, Twitter, Snapchat, Reddit, LinkedIn, TikTok, and Pinterest.
Branding - Creating a personality for your product!Bettina Grr
What is branding and why is it so important?
During the presentation you will find out how to create a personality for your product, service or company. A brand is the promise you make to your users. Follow these five groundrules to uncover or create your brand:
1. Your brand sets you apart.
2. Your brand is ingrained in all your company.
3. Your brand is who you are.
4. Your brand is the connection to your audience.
5. Your brand gives you loyalty.
Introducing TIM & REAL influencer marketing (for agencies)Dorit Roest
Dorit Roest en Myrthe Stapper zijn de oprichters van het exclusieve matching platform voor influencers en marketeers TIM (theinfluencersmovement.com) en influencer agency Bloggers Network. Dorit en Myrthe hebben één doel. Zij willen met hun bedrijven een verandering teweeg brengen van irrelevante en storende advertenties naar REAL Influencer Marketing. REAL staat hierbij voor Relevant, Engaging, Authentic en Likable. Waardevolle verhalen gebracht door oprechte influencers die écht enthousiast zijn over een merk of product.
Marketing for Creators - Fact From Myth (script)Game Republic
Leonie Manshanden, ex-Irrational Games Studio Director discusses the similarities and differences between triple-A and indie games marketing - from the GameHorizon Marketing Summit 2014, 26th September 2014. There are accompanying slides to these notes.
Extreme Customer Insight: Mastering the Marketing Secret WeaponApril Dunford
We know that understanding customers is the key to better marketing but we don't always get in front of customers as much as we should. Here's how to make customer interaction a habit, what questions to ask and how you can use what you've learned to improve everything (not just your marketing).
If you knew that being a better client would get you better advertising could you do it? Here are some tips on how to be a Better Client and how to turn it into getting better work.
15 Tips for Creating an Incredible Startup PitchExperts Exchange
Delivery means everything. But in the competitive world of tech startups, your pitch is the difference between getting funded or going home empty-handed. Follow Leslie Bloom's 15 tips to make sure you walk away with the backing you need.
In this presentation, Bobbi Gaukel from One8y Creative walks you through five steps of brand development; they include Discovery, Strategy, Articulation, Activation, and Maintenance and describes how they relate to social media.
This workshop builds a foundation for how to identify, evaluate and pursue successful new product introductions for existing brands. It proposes a new definition for what it means to be “on brand,” and outlines an approach for determining when a potential new business opportunity is brand-enhancing or brand-detracting. Specific topics covered include: 1) determining a brand’s “bounds of extendibility,” 2) using brand as a source of inspiration for business-building ideas, and 3) testing/validating new business opportunities within the context of an existing brand. The workshop uses a combination of best and worst practices, B2B and B2C context, and practical and real-world examples.
When trying to hire a marketer for your startup, who do you need? The Creative? The Growth-Hacker? The Globalist? The Communicator? The CEO? The Unicorn? This is the annotated, updated version of the talk given at Talent Land in Mexico in the spring of 2019, featuring illustrated examples of all of the marketers that your startup might consider hiring. The new edition includes tools to gauge where you fall on the marketer spectrum, plus answers to frequently asked questions.
A look at all four levels of marketing from ABM to BM to Marketing Director up to VP/CMO. Advice from a Senior Executive on what it takes to be a great assistant brand manager and a great brand manager. It's a great career and I hope some of the information can inspire you to be as great as you can.
Here are some of our best Beloved Brands stories on brand management:
Read how to write a brand positioning statement:
https://beloved-brands.com/2012/05/06/brand-positioning-statement/
Read how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Read how to write a brand strategy roadmap:
https://beloved-brands.com/2013/04/14/brand-strategy-roadmap/
Read how to write brand concept:
https://beloved-brands.com/2013/10/12/brand-concept/
Marketing for Creators - Fact From Myth (script)Game Republic
Leonie Manshanden, ex-Irrational Games Studio Director discusses the similarities and differences between triple-A and indie games marketing - from the GameHorizon Marketing Summit 2014, 26th September 2014. There are accompanying slides to these notes.
Extreme Customer Insight: Mastering the Marketing Secret WeaponApril Dunford
We know that understanding customers is the key to better marketing but we don't always get in front of customers as much as we should. Here's how to make customer interaction a habit, what questions to ask and how you can use what you've learned to improve everything (not just your marketing).
If you knew that being a better client would get you better advertising could you do it? Here are some tips on how to be a Better Client and how to turn it into getting better work.
15 Tips for Creating an Incredible Startup PitchExperts Exchange
Delivery means everything. But in the competitive world of tech startups, your pitch is the difference between getting funded or going home empty-handed. Follow Leslie Bloom's 15 tips to make sure you walk away with the backing you need.
In this presentation, Bobbi Gaukel from One8y Creative walks you through five steps of brand development; they include Discovery, Strategy, Articulation, Activation, and Maintenance and describes how they relate to social media.
This workshop builds a foundation for how to identify, evaluate and pursue successful new product introductions for existing brands. It proposes a new definition for what it means to be “on brand,” and outlines an approach for determining when a potential new business opportunity is brand-enhancing or brand-detracting. Specific topics covered include: 1) determining a brand’s “bounds of extendibility,” 2) using brand as a source of inspiration for business-building ideas, and 3) testing/validating new business opportunities within the context of an existing brand. The workshop uses a combination of best and worst practices, B2B and B2C context, and practical and real-world examples.
When trying to hire a marketer for your startup, who do you need? The Creative? The Growth-Hacker? The Globalist? The Communicator? The CEO? The Unicorn? This is the annotated, updated version of the talk given at Talent Land in Mexico in the spring of 2019, featuring illustrated examples of all of the marketers that your startup might consider hiring. The new edition includes tools to gauge where you fall on the marketer spectrum, plus answers to frequently asked questions.
A look at all four levels of marketing from ABM to BM to Marketing Director up to VP/CMO. Advice from a Senior Executive on what it takes to be a great assistant brand manager and a great brand manager. It's a great career and I hope some of the information can inspire you to be as great as you can.
Here are some of our best Beloved Brands stories on brand management:
Read how to write a brand positioning statement:
https://beloved-brands.com/2012/05/06/brand-positioning-statement/
Read how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Read how to write a brand strategy roadmap:
https://beloved-brands.com/2013/04/14/brand-strategy-roadmap/
Read how to write brand concept:
https://beloved-brands.com/2013/10/12/brand-concept/
Как начать стартап: руководство для начинающих предпринимателей от CupoNationCupoNation Russia
2 февраля 2017 года международный стартап CupoNation организовал вебинар "Начни сегодня", спикером которого стал соучредитель компании Андреас Фрус. Мы публикуем материалы спикера с руководством для начинающих предпринимателей.
Андреас поделился личным опытом в предпринимательстве, рассказал об особенностях онлайн-рынка и специфике международных стартапов. Из презентации вы узнаете:
- Историю компаний CupoNation и Global Savings Group
- Как запустить собственный проект: с чего начать, как собрать команду, и выбрать бизнес-модель новой компании
- Практические рекомендации по построению международных стартапов
- Что можно и что нельзя делать начинающему предпринимателю
Запись вебинара доступна по ссылке:
www.cuponation.ru/tag/start-up-webinar
Если у вас остались вопросы, пишите нам на почту:
alina.kamalova@cuponation.ru
Free Download on How to stop writing Ugly Creative Briefs
The Creative Brief should help Brand Leaders to control the strategy, yet give freedom on execution. Brand leaders have this backwards, giving freedom on the strategy with various options in the brief, and yet control the execution with a long list of mandatories and direction on style of advertising. But really, you want “creative” options, not strategic options. You should write a very tight brief, based on the strategy you decided on, before you even wrote the brief. Slow down and let your strategic thinking prevail. Brand leaders try to control the outcome of the creative process so they write a long list of mandatories in the brief, they try to steer the type of advertising they want to see, or don’t want to see. You should allow the creative process to unfold, as you always hold the power of decision. Go faster with your instincts to not over-think great ideas.
Not your Grandfather's Business Plan Writing Workshop by Thadeus GieddThadeus Giedd
The questions you should be asked (or should have been) and the items that should be addressed prior to starting the business plan writing process.
A different style, but I think the correct starting approach to tackling writing a business plan.
Developing selling skills presented at lorache consulting lagosDaniel Chinagozi
Effective Selling Skills Presentation, during and in-house training For Lorache Consulting Lagos, Nigeria. Sharing on how to move from Transactional selling to Consultative selling
Covid-19 has had a significant impact on the global economy, to say the least. This impact means that we, as business owners and marketers, need to action the right kind of measures to ensure we are able to survive and come out at the other end with a strong brand.
This webinar talks through 6 post lock down tactics that can help us achieve this.
Getting funded sometimes seems like a career itself (and indeed it is a big part of the CEO’s responsibilities). In order to succeed, need to understand both the rules of the game and the equipment – without these you may squander some of your most valuable resources - time and relationships. Two keys communication tools are the Executive Summary and the PowerPoint Presentation (Pitch Deck). This forum will help you understand how these tools are used to generate a face-to-face meeting, make a persuasive and memorable presentation, and then follow through with the details needed for investors to begin their due diligence process.
Adding value is the number one thing companies and individuals can do to ensure success. It makes you stand out in the crowd, connecting is easier and value engenders customer loyalty. Why do so many value propositions read like cliches then? This presentation will help companies and individuals develop real value propositions.
A simple guide to making the most of breakfast networking events that can advance your business or your career. Use three sections - follow-up items, 'about me,' and then a map of the table with everyone's quick descriptions and needs. Featured in David Berkowitz's Serial Marketer weekly newsletter at serialmarketer.net.
CES 2019 Marketer Recap - Consumer Electronics ShowDavid Berkowitz
At CES 2019, what were the trends, technologies, and themes that mattered most for marketers and advertisers? David Berkowitz of Serial Marketer breaks it down, covering news from Google, Amazon, Audi, Intel, Procter & Gamble, Honda, and many others. There's a focus here on voice assistants, health tech, automated cars, and plenty more.
Note: I will make some updates after this is uploaded; please reach out to me at david (at) serialmarketer (dot) net for the latest version.
2008 vs. 2018: A Tech Odyssey - Louisville's Digital CrossroadsDavid Berkowitz
Presented at Louisville Digital Association's Digital Crossroads 2018, it covers the past ten years of emerging technology, including images, video, audio, podcasts, mobile barcodes, QR codes, the future of work, artificial intelligence, and related subjects, while looking ahead to see what we can learn going forward.
What are the most innovative, interesting, exciting chatbots used by major marketers and publishers today? This looks at a range of the best chat bots in several categories such as retail, financial services, media, entertainment, CPG, and more. These bots run on platforms such as Facebook Messenger, Amazon Alexa, Google Home, Kik, Skype, Telegram, Slack, and SMS. Brands featured include Bud Light, the NBA, 1-800-Flowers, Disney, Dior, Quartz, Domino's, and many more.
Note: This is an updated edition from my previous presentation. I keep making updates to this deck but SlideShare no longer allows re-uploads. If you are interested in the latest slides, email me - dberkowitz/at/serialmarketer/dot/net and I will send you a Dropbox link.
Marketers' Hopes and Fears for Artificial IntelligenceDavid Berkowitz
What do marketers expect from artificial intelligence? How will AI impact marketers' jobs? Will it play a bigger role in media buying or creative, account management or finance? What do marketers want to get out of it? Why should marketers care about it? And what can marketers learn from the leading thinkers about AI? All of this is covered in research first presented at IAB Conecta in Mexico City in August 2017.
The Rebirth of Advertising: How to Get from the Gold Rush to the Golden AgeDavid Berkowitz
The proliferation of advertising into every bit of physical and digital space available has come with a price. During this Gold Rush, people are viewed as data, and that data is used and abused in ways that consumers never signed up for, and the consumer backlash is getting more vocal. In the process, marketers, agencies, publishers, and technology companies are quick to blame each other, and trust among everyone is eroding. But there is hope for a better approach, one built on respect, transparency, consent, and value. Follow the path from the Gold Rush to the next Golden Age, and see what it will take to get there. Along the way, meet some of the pioneers and heroes in the ad industry who are trying to do things right. This talk was delivered to the La French Touch NYC Conference in June 2017 (#lftcnyc).
A Picture’s Worth a Thousand Hashtags: How image recognition will power the f...David Berkowitz
What are the latest developments in visual search and image recognition? This talk, presented at Marketing Week Live in March 2017 (London, UK), offers a framework for visual search, discusses the Visual Data Gap, and examines what companies such as Google, Pinterest, and a range of startups are doing. It then offers examples of visual search analytics, and finally goes into areas that will be impacted by this, such as risk management, social listening, competitive intelligence, creative optimization, and customer service.
There’s a battle raging right now in the marketing and advertising worlds. At the risk of resorting to hyperbole, there are a lot of evil practices out there, fueled in part by sellers seeking cheap gains that conflict with buyers’ long-term interests, and buyers seeking the lowest cost and most convenient option rather than what will deliver the most business value.
This talk was given at a private event hosted by viola group and carmel ventures in September 2016. an article based on this was subsequently published in venturebeat.
This is an annotated version so that it is more readable.
Serial Marketer: 1-sheet overview of marketing consulting servicesDavid Berkowitz
Note: my consulting practice went dormant after I took a full-time role in-house. Please email me at dberkowitz/at/serialmarketer/dot/net for recommendations on who to contact. My blog remains active at serialmarketer.net.
Serial Marketer is a consultancy led by David Berkowitz that keeps tech, media, and consumer brands at the cutting edge of marketing
Services offered:
Business Development: forging partnerships among brands, agencies, publishers, and technology companies that generate results
Strategy Development: determining the right approach and positioning to reach the right audience
Content Development: creating bylines, presentations for webinars and live events, social posts, white papers, and sales collateral
Educational Development: instructing about marketing, technology, and consumer trends via bite-sized briefs or full-day workshops
Network Development: delivering in-house and freelance talent covering sales, marketing, creative, production, tech, analysts, and others
SXSW 2016 Recap: Highlights of Brands and TechnologiesDavid Berkowitz
Which marketers stood out the most at South by Southwest Interactive? Which technologies look most impactful? Which speakers stood out? Find out in this annual tradition from MRY's David Berkowitz. Featured brands include Visa, Budweiser, Capital One, Miracle-Gro, McDonald's, Samsung, and more.
SXSW 2016 Preview: #DamnSXSW, back at it again with the Obamas!David Berkowitz
Your guide to SXSW Interactive 2016 - the brands, the technology startups, the sitting presidents. Use this to create your own recap deck for your clients after South by Southwest.
CES 2016 Recap: The Autonomous 4K VR 3D IoT Drone AwakensDavid Berkowitz
What were the most important trends, themes, and technologies at CES 2016? The Consumer Electronics Show this year featured massive partnership announcements from car brands, fast drones, immersive virtual reality experiences, and much more. See what matters most for technologists, marketers, and others in this roundup.
With 2016 marking the milestone of my tenth consecutive Consumer Electronics Show in Las Vegas, I went through all my blog posts, Flickr photos, presentations, and other materials to see what stood out. It covers drones, virtual reality, 3D TVs, 3D printing, and much more.
CES 2016 Preview - Consumer Electronics Show TrendsDavid Berkowitz
What are the biggest trends brewing at the Consumer Electronics Show in 2016? No one knows because it hasn't happened yet. This leaked deck shows all the made-up info you'll ever need on wearables, internet of things, self-driving cars, drones, and more - plus a bonus edition of CES Bingo.
The Storymaking Bible: The Future of StorytellingDavid Berkowitz
What is the future of storytelling? It's not just rehashing the same old stories makreters are used to telling and then paying more to get them out. On the heels of Inbound and released in time for Advertising Week, this new master compendium will be continually updated and refreshed with new examples from a range of verticals: consumer packaged goods (CPG), financial services, business-to-business (B2B), consumer electronics, retail, quick-service restaurants (QSR) and more. Follow this account to receive updates on when this deck and others are updated.
Note: I have made updates to this deck but SlideShare no longer allows re-uploads. If you are interested in the latest slides, email me - dberkowitz/at/serialmarketer/dot/net and I will send you a Dropbox link.
Revenge of the Storymakers: How Brands are Battling StorytellingDavid Berkowitz
Presented at Inbound 2015, see how marketers are engaging in storymaking - building on the stories their consumers tell. See examples from Starbucks, Visa, Coca-Cola, and others in this exclusive annotated version. You'll find the 6 Traits of Storymaking and how to capitalize on them.
What were the most interesting, informative, and provocative quotes from the 2015 Cannes Lions International Festival Creativity held in Cannes, France? Catch highlights from Monica Lewinsky, Kim Kardashian, Snapchat's Evan Spiegel, MRY's Matt Britton, Julia Louis-Dreyfus, Pharrell Williams, and other stars and senior executives.
MRY's South by Southwest (SXSW) Interactive recap from 2015 featuring trends in wearables, virtual reality, mobile video (Meerkat!), and more - plus what brands like GE, Taco Bell, Mazda, HBO and others did in Austin, TX for SXSWi
Here is a draft deck to be used for a South by Southwest recap report once the Austin, TX conference wraps. It is especially designed for marketers who want to know what's going on with brands, startups, speakers, and other activity. It covers info for marketers and brands, hot technology startups (mainly Meerkat), and some stuff about tacos, drones, and whatever else is happening.
What were the hottest products and most impactful brands at the Consumer Electronics Show in 2015 (CES 2015)? See a review of cars, drones, 3D printers, cameras, TVs, wearables, connected devices, health trackers, games, toys, and more.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
1. The 17 Types of
Startup Marketers
David Berkowitz
Principal, Serial Marketer
@dberkowitz
david@serialmarketer.net
2. About this presentation
This is based on a talk given at Talent Land in Guadalajara Mexico in April
2019.
This is fully annotated version, based on an article that I originally shared
on LinkedIn (the original version had only 16 though). There are lots of
generalizations here, as there are in any framework, but they’re all based
on real-world examples.
All illustrations are original creations via the artist “hiraarshad” who I
commissioned via Fiverr. As a bonus, you can find Fiverr and a lot of my
favorite services and apps on this public spreadsheet.
Please share any thoughts and feedback with me. I welcome hearing how
this resonates with your experience.
David Berkowitz
Serial Marketer
3. Connecting ideas and people
3
Join the Serial Marketers
community on Slack:
serialmarketers.net
Subscribe to my
weekly newsletter:
bit.ly/seriallysignup
4. This is based on scores of interviews (both seeking and
hiring) and hundreds of conversations with fellow
marketers
5. This is usually how I felt at the end of these
interviews – they’re often so draining
6. It just seemed like one of us was pushing
something that the other didn’t want
7. And sometimes it felt like we were in entirely
different worlds, not communicating with
each other
8. So how do we get past this failure to
communicate? That’s the goal of this talk.
13. 1) The Growth Hacker
Strengths:
• Efficiently acquires customers
• Data-driven decision-maker
• Loves to test & learn
• Can optimize around practically any metric
Weaknesses:
• Blind spots with building brands
• Underinvests in less direct paths to shorten sales
cycles
Recommendations:
• Pair with a Communicator, Creative, or Strategist to
have the Growth Hacker better quantify their work
14. 2) The Manager
Strengths:
• Management experience
• Can handle any size team
• Focuses on growth trajectory of members of their
team
Weaknesses:
• Could be a political maneuverer obsessed with
headcount above all else
• May be so focused on meetings with their team that
they don’t have time to do their main job
Recommendations:
• Focus on evaluating their leadership qualities rather
than purely the quantity of their direct reports
15. 3) The Communicator
Strengths:
• Verbal and written communication eloquence
• Might share responsibilities with the Evangelist or
report into them
• Can bring ideas to life and make the inexplicable
comprehensible
Weaknesses:
• Can be in a silo if communications is in a separate
group from marketing
• Needs to be included in core conversations and
decisions, not marginalized
Recommendations:
• Give them access to key processes and personnel,
and invite them to be part of making decisions
16. 4) The Evangelist
Strengths:
• A strong voice and face for your business
• They often have their own audience, so they come
with their own media channel
• Can dazzle prospects and the press
Weaknesses:
• Often lacks substance if they don’t have internal
responsibilities
• That can prevent them from truly being part of the
team
Recommendations:
• Find substantive ways to make use of their talents,
such as incorporating them as an executive sponsor
on key accounts or contributing in other measurable
ways
17. 5) The Creative
Strengths:
• Impeccable design skills
• Brimming with new ideas
• A skilled storyteller
• Can give life to the most mundane or technical
products
Weaknesses:
• Potential turf wars if the Creative wants to influence
product design and can’t due to their marketing focus
• Needs freedom to operate – and may face challenges
in a culture where everything is data-driven
Recommendations:
• Establish a clear process with how they fit in with
product design; this is also an easier role to fill via
consultants who prefer not to go in-house
18. 6) The Strategist
Strengths:
• A master cartographer
• Provides the insights that lead to the big idea, small
idea, and every other idea
• Can at times interchange with and usually interact
well with the Creative
Weaknesses:
• Ideas and plans alone don’t grow a business – you
need a team that can execute
• Could clash with the Creative, especially without
clear roles and responsibilities
Recommendations:
• Find out how they can execute, or this risks being a
luxury hire
19. 7) The Generalist
Strengths:
• Can do a little bit of everything
• Often surprises the team with how much they’ve
experienced and how well they can apply what
they’ve learned
• They often can muster resources to get any job done
• A kindred spirit of the Connector
Weaknesses:
• They risk being a master of none
Recommendations:
• Find out where they truly excel, what they can
oversee competently, and what areas are totally new
for them
20. 8) The Soldier
Strengths:
• Great at following orders
• A strong team player who knows their job and
reliably performs it
Weaknesses:
• When you need them to take ownership, they’re
usually ill-prepared to do so
• So averse to confrontation that they tend to stick to
saying what their superiors want to hear
Recommendations:
• Decide on if you want to groom the Soldier to lead;
if so, push them out of their comfort zone; if not, find
ways for them to advance internally without taking
on leadership responsibilities
21. 9) The Connector
Strengths:
• They’re two degrees away from anyone you need to
get in front of – and maybe one degree
• Skilled at coming up with great options for anything
and anyone you need
• Can add value when trying to find other key hires
Weaknesses:
• Just because they can connect you, they still might
not get you in front of the right people in the right
way to close a deal
Recommendations:
• Pair the Connector with the right Closer, or at least
strong counterparts from the sales team
22. 10) The Product Marketer
Strengths:
• Can build in feedback loops to keep customers
hooked while roping in new customers
• If the product itself can sustain such loops, this may
be the only key marketing hire needed for awhile
Weaknesses:
• Few products work that well, so product marketers
can only work so much magic
Recommendations:
• Ensure the Product Marketer has enough resources
to support product growth and get the product into
more prospects’ hands
23. 11) The Ladder Climber
Strengths:
• Rising through the ranks and constantly promoted,
they often come from other teams and take on
marketing as well
• Adaptable and loyal, they have tremendous
institutional knowledge
Weaknesses:
• Often lacks any training in marketing
• Can prevent the company from seeking a skilled
subject matter expert
Recommendations:
• Typically, one needs to hire someone for the Ladder
Climber to report into; couch this as a way to expand
opportunities for them, or switch them to another
role
24. 12) The Globalist
Strengths:
• Your ads targeting Mauritius will never run in
Mauritania
• This marketer can target any audience anywhere
and has years of international experience
Weaknesses:
• If you only need to focus on your home market or
another key region, their experience will be overkill
Recommendations:
• Set realistic expectations before making such a hire,
as many companies that say they are building global
businesses and teams rarely expand very far quickly
25. 13) The Closer
Strengths:
• Typically a salesperson who winds up in marketing
roles
• Perfect for when a seller is best to lead marketing
Weaknesses:
• Sales is not marketing, so there still needs to be a
team that can do marketing properly
Recommendations:
• Even when this kind of CMO may manage sales and
marketing together (just like a chief revenue officer
may), the Closer should have marketers that
complement their strengths
26. 14) The Engineer
Strengths:
• May be as technical as the founder, if not more
• Can apply methodologies like Agile or Waterfall to
the marketing process
• A dream for developers given there’s no language
barrier
Weaknesses:
• Often struggles to translate what they’re doing to
anyone but the most technical audiences
Recommendations:
• Best fit to lead a team if external audiences are also
developers or otherwise technical; ensure Engineers
can collaborate well with Sales and other groups that
don’t have as much technical knowledge
27. 15) The Spendthrift
Strengths:
• Convinced it takes money to make money, and
making money is their endgame
• Generous with supporting other teams like Sales and
Product
Weaknesses:
• Protecting the burn rate tends to be an issue
• May pad metrics to ensure spending fits in with
target customer acquisition costs (CAC)
Recommendations:
• Frugal CEOs and COOs are bound to clash with the
Spendthrift; look for the Spendthrift to show results to
justify expenditures
28. 16) The Miser
Strengths:
• Very protective of the burn rate
• Won’t blow through even a modest marketing
budget
Weaknesses:
• More caution comes with less experimentation
• Might skimp on quality and make your brand
look cheap
• Reticent to seek necessary additional resources
Recommendations:
• Encourage them to think bigger as if money is no
object to learn what is really on their wish list;
regularly check in with other teams like Sales and
Product to ensure Marketing is supporting them
29. 17) The CEO
Strengths:
• The CEO or another founder may serve as the
default CMO
• Knows the company better than anyone
• Some CEOs are inherently talented marketers
Weaknesses:
• Typically doesn’t have the time to focus on
marketing, even if they have the skills
Recommendations:
• Know when to let go, let the right
hire take over, and then figure out
which type of marketer you need
31. Who’s missing?
?
I’d love to know what
other types of marketers
should be here. Please
contact me with other
ideas.
32. Action items: if you’re hiring…
Be very specific about the kinds of marketer or marketers you’re
looking for.
Put more time into determining criteria up front, and save time
later as you zero in on the right kinds of candidates faster.
Prioritize skill sets – don’t always worry about someone checking
all the boxes. Make sure you get the best match for the most
important criteria, and you can always fill in the rest.
If you’re building a team, decide on who should lead. Practically
any type has leadership potential, but the CEO or hiring lead
has to determine where to start.
33. Action items: if you’re seeking jobs…
Be honest with yourself about what kind of marketer you are
and what you’re not. You probably relate to more than one type.
Be selective. Don’t try to apply to any and every job when the
hirer’s priorities are different from yours.
Build networks. Make friends with other marketers. If you’re an
Engineer, know who good Communicators. Make the world a
little smaller. Share the wealth – and the opportunities.
Set goals for the kind of marketer you want to be. Play to your
strengths while learning new skills. Ensure that others will see
you in the same way you want to be seen. Adapt accordingly.
34. Thank you!
Reach out anytime.
David Berkowitz
Principal, Serial Marketer
@dberkowitz
david@serialmarketer.net
www.serialmarketer.net
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