The document discusses building a solution-focused marketing toolbox. It recommends defining problems and questions, mapping them across marketing processes and channels, and specifying data and tool requirements. This will ensure tools support the overall marketing strategy by answering key questions. Several example tools are provided that could help with tasks like analyzing keyword opportunities, site link graphs, and page speed issues. The overall message is to take a strategic approach to tools by focusing on solving business problems rather than just acquiring new technologies.

1. #marketertoolbox for #brightonseo by @aleyda from @orainti
The 2015 Technical Marketer Toolbox

2. #marketertoolbox for #brightonseo by @aleyda from @orainti
Helloooooo #BrightonSEO
One of my favorite conferences ever!
#marketertoolbox for #brightonseo by @aleyda from @orainti

3. #marketertoolbox for #brightonseo by @aleyda from @orainti
I’m Aleyda Solis
#marketertoolbox for #brightonseo by @aleyda from @orainti
SPEAKER
BLOGGER SHARER
@aleyda +aleydasolis
SEO

4. #marketertoolbox for #brightonseo by @aleyda from @orainti
Let’s talk about online
marketing tools nowadays
#marketertoolbox for #brightonseo by @aleyda from @orainti

5. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti
THEY’RE SUPPOSED TO EMPOWER
YOU … TO BECOME LIKE HIM

6. #marketertoolbox for #brightonseo by @aleyda from @orainti
But there are sooooo many of them…

7. #marketertoolbox for #brightonseo by @aleyda from @orainti
each are mostly focused on specific
areas and functionalities at a time &
it’s painful to integrate their data

8. #marketertoolbox for #brightonseo by @aleyda from @orainti
you can’t use all the them…
they’re not cheap either

9. #marketertoolbox for #brightonseo by @aleyda from @orainti
You end-up spending crazy
amount of time putting together
their data manually

10. #marketertoolbox for #brightonseo by @aleyda from @orainti
Which makes you also more
vulnerable to errors
“WE WERE ACTUALLY EXPECTING AN IMPROVEMENT HERE ”

11. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti
THIS IS WHAT YOU BECOME …
INSTEAD OF MACGYVER

12. #marketertoolbox for #brightonseo by @aleyda from @orainti
Non-
scalability
Complex &
Time consuming
data
Integration
Expensive
prices
Need of non-
available
technical support
for customization
Your marketer toolbox is broken

13. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti
IT’S TIME TO FORGET ABOUT TOOLS
& THINK ABOUT SOLUTIONS

14. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti
STOP MAKING YOUR ACTIVITIES TOOLS CENTRIC.
MAKE YOUR TOOLS SOLUTION FOCUSED.

15. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti
START BY DEFINING
YOUR PROBLEMS

16. #marketertoolbox for #brightonseo by @aleyda from @orainti
SPECIFY THE QUESTIONS THAT WILL ALLOW
YOU TO GIVE AN ANSWER TO YOUR PROBLEMS
#marketertoolbox for #brightonseo by @aleyda from @orainti
Which questions will help you find
the answers to your problems?

17. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti
Which questions will help you find
the answers to your problems?
HOW MUCH ORGANIC SEARCH
TRAFFIC, CONVERSIONS & ROI
CAN I EXPECT FROM THE US?
I NEED TO IDENTIFY THE
EXPECTED SEO PROFITABILITY
OF A NEW US WEBVERSION

18. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti
Which questions will help you find
the answers to your problems?
HOW AREYOU PERFORMING IN
SOCIAL CHANNELS VS.YOUR
COMPETITORS?
I NEED TO IDENTIFY IF WE’RE
LOSING OPPORTUNITIES IN
SOCIALVS. OUR COMPETITORS

19. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti
Which questions will help you find
the answers to your problems?
WHICH AREAS OF THE SITE
WITH HIGH SEARCH
POTENTIAL ARE NOT WELL
OPTIMIZED?
I NEED TO KNOW WHICH AREAS
OF THE SITE SHOULD BE
OPTIMIZED NEXT

20. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti
NOW SPECIFY THE DATA YOU’LL NEED
TO ANSWER THESE QUESTIONS
Which data that will allow you to
give an accurate answer?

21. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti
HOW MUCH ORGANIC SEARCH
TRAFFIC & CONVERSIONS CAN I
EXPECT FROM A US WEBVERSION?
I NEED TO IDENTIFY THE
EXPECTED SEO PROFITABILITY
OF A NEW US WEBVERSION
CONVERSIONS
ROI
ORGANIC
SEARCH
TRAFFIC

22. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti
RESEARCH
ANALYSIS IMPLEMENTATON
MONITORING
STRATEGY
MAP THE QUESTIONS ACROSS
YOUR MARKETING PROCESS

23. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti
RESEARCH
HOW MUCH ORGANIC SEARCH
TRAFFIC & CONVERSIONS CAN I
EXPECT FROM A US WEBVERSION?
CONVERSIONS
ROI
ORGANIC
SEARCH
TRAFFIC

24. #marketertoolbox for #brightonseo by @aleyda from @orainti
MAP THEM ACROSS YOUR DIFFERENT
MARKETING CHANNELS TOO
#marketertoolbox for #brightonseo by @aleyda from @orainti
Organic
Search
Paid
Search
Content
Marketing
Email
Marketing
Social
Display
Ads

25. #marketertoolbox for #brightonseo by @aleyda from @orainti
NOW YOU KNOW…
#marketertoolbox for #brightonseo by @aleyda from @orainti
WHEREWHY
WHENWHATTHE DATA MARKETING PROCESS STAGE
QUESTIONS TO ANSWER THE MARKETING CHANNEL

26. #marketertoolbox for #brightonseo by @aleyda from @orainti
LET’S GO FOR THE HOW
#marketertoolbox for #brightonseo by @aleyda from @orainti
WHEREWHY
WHENWHATTHE DATA MARKETING PROCESS STAGE
QUESTIONS TO ANSWER THE MARKETING CHANNEL
THE TOOLS TO
SUPPORT OR
AUTOMATE IT

27. #marketertoolbox for #brightonseo by @aleyda from @orainti
SPECIFY YOUR FUNCTIONAL REQUIREMENTS
BASED ON THE PREVIOUS FINDINGS
#marketertoolbox for #brightonseo by @aleyda from @orainti
THE SYSTEM MUST
GET <WHAT> AT <WHEN> & <WHERE> TO <WHY>
This is what your tools will need to
comply, and the main criteria to
choose them

28. #marketertoolbox for #brightonseo by @aleyda from @orainti
SPECIFY YOUR FUNCTIONAL REQUIREMENTS
BASED ON THE PREVIOUS FINDINGS
#marketertoolbox for #brightonseo by @aleyda from @orainti
The system must help obtain the expected organic search traffic,
conversions & ROI of a country during the SEO research process to identify
the expected SEO profitability of a given country version.
This is what your tools will need to
comply, and the main criteria to
choose them

29. #marketertoolbox for #brightonseo by @aleyda from @orainti
… AS WELL AS NON-FUNCTIONAL
REQUIREMENTS OR DESIRED QUALITIES
#marketertoolbox for #brightonseo by @aleyda from @orainti
ACCESSIBILITY
AVAILABILITY
BACKUP
INTEROPERABILITY
PORTABILITY
SECURITY
USABILITY
MANTAINABILITY EXTENSIBILITYPRICE

30. #marketertoolbox for #brightonseo by @aleyda from @orainti
… AS WELL AS NON-FUNCTIONAL
REQUIREMENTS OR DESIRED QUALITIES
#marketertoolbox for #brightonseo by @aleyda from @orainti
ACCESSIBILITY
AVAILABILITY
BACKUP
INTEROPERABILITY
PORTABILITY
SECURITY
USABILITY
MANTAINABILITY EXTENSIBILITYPRICE
To make sure the tools won’t only
do their jobs but will also be a
good fit within your business

31. #marketertoolbox for #brightonseo by @aleyda from @orainti
NOW CREATE A REQUIREMENTS MATRIX TO
ASSESS TOOLS FOCUSING ON THE SOLUTIONS
#marketertoolbox for #brightonseo by @aleyda from @orainti

32. #marketertoolbox for #brightonseo by @aleyda from @orainti
NOW CREATE A REQUIREMENTS MATRIX TO
ASSESS TOOLS FOCUSING ON THE SOLUTIONS
#marketertoolbox for #brightonseo by @aleyda from @orainti
AVOID BUYING
TOOLS THAT DON’T
FULFILL YOUR
REQUIREMENTS
IDENTIFY
TOOLS THAT
OVERLAP TO MAKE
YOUR TOOLBOX
MORE EFFICIENT
IDENTIFY
FUNCTIONALITIES TO
ANSWER YOUR
QUESTIONS FROM TOOLS
YOU MIGHT HAVE NOT
CONSIDERED

33. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti
THIS IS HOW YOU BUILD A SOLUTION
FOCUSED MARKETING TOOLBOX

34. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti
AND HAVE TOOLS THAT SUPPORT YOUR
MARKETING PROCESS & ANSWER
QUESTIONS LIKE…

35. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti
WHAT’S YOUR TRAFFIC POTENTIAL PER
CHANNEL IN ANY GIVEN INDUSTRY?
SIMILARWEB

36. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti
WHICH HIGHLY PROFITABLE KEYWORDS ARE
YOU MISSING TO TARGET?
SISTRIX

37. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti
WHAT’S THE EMAIL OF RELEVANT SITES WITH
HIGH AUTHORITY & SOCIAL PRESENCE?
KERBOO

38. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti
WHICH SITES IMPROVED THEIR RANKINGS
WHEN YOU LOSE YOURS?
SERPWOO

39. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti
WHICH PAGES THAT ARE NOT MEANT TO BE
INDEXED ARE WASTING YOUR CRAWL BUDGET?
DEEPCRAWL

40. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti
HOW CAN YOU EASILY VISUALIZE THE
INTERNAL LINK GRAPH OF YOUR SITE?
ONPAGE

41. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti
WHICH OF YOUR MOST VISITED PAGES
HAVE SPEED ISSUES?
GOOGLE
ANALYTICS

42. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti
AND WHICH ARE THOSE PAGE SPEED
ISSUES AFFECTING THEM?
URLPROFILER

43. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti
HOW CAN YOU EASILY GENERATE AN
ONLINE MARKETING DASHBOARD?
DASH THIS

44. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti
HOW CAN YOU EASILY ADD STRUCTURED
MARKUP WITHOUT CODE EDITING?
GOOGLE
TAG
MANAGER

45. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti
THERE’S LIGHT AT THE END OF THE
TOOLS TUNNEL…

46. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti
REMEMBER TO LEVERAGE DATA
AGGREGATORS & APIS

47. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti
AS WELL AS OTHER PEOPLE’S RESOURCES

48. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti
IT’S TIME TO START ANSWERING YOUR
QUESTIONS & ASSESSING TOOLS
THE
MARKETER
TOOLBOX
GROWTH
VERSE

49. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti
Remember, this can be you!

50. #marketertoolbox for #brightonseo by @aleyda from @orainti
THANK YOU
Questions?