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1
DIGITAL MARKETING
TOP-TO-BOTTOM
PREPARED BY IAN LURIE
PORTENT, INC
PORTENT.COM
2
CEO & Founder
3
nobody knows the
troubles i've seen...
4
5
portent.co/mktgpi
Yes, like this, no ‘m’.
6
7
8
99
WHY ARE PEOPLE
DOING THIS?!
1010
THEY THINK
DIGITAL MARKETING HAPPENS AT
A SINGLE POINT IN TIME
1111
THEY THINK
DIGITAL MARKETING HAPPENS AT
A SINGLE POINT IN TIME
SEARCH	
  
1212
THEY THINK
DIGITAL MARKETING HAPPENS AT
A SINGLE POINT IN TIME
VISIT	
  
1313
THEY THINK
DIGITAL MARKETING HAPPENS AT
A SINGLE POINT IN TIME
POST	
  
1414
THEY’VE GOT IT ALL WRONG
1515
MARKETING IS A PROCESS
THAT HAS FOUR STEPS
1616
1. FIND OPPORTUNITIES
1717
2.  CONNECT PEOPLE
3.  TO VALUE
4.  WHEN THEY NEED IT
1818
REPEAT
1919
(That’sthedefinitionofmarketing,bytheway.)
2020
MARKETING CONNECTS PEOPLETO
VALUEWHENTHEY NEEDIT
21
UTILITY PERSONAS
RELEVANCE
WITHVALUE
OPPORTUNITIESTO
MKT STACK
CONNECTPEOPLE
WHENTHEYNEEDIT
THE MARKETING PROCESS: WHAT WE’LL DO TODAY
22
THE MARKETING PROCESS: WHAT WE’LL DO TODAY
???
2323
OH, AND DON’T FORGET
STRATEGYWEEEEEEEEEE
MY COMPANY: LURIE SPACE TOURISM
24
Discovery
Research
Conversion
Loyalty…
Consideration
THE MARKETING STORY ARC
2525
STEP .5:
RUN THE NUMBERS
26
WHAT YOU’VE GOT
27
WHERE YOU’VE BEEN
28
WHERE YOU’RE GOING
29
WHERE YOU’RE GOING
30
webpagetest.org
3131
BUTNOWYOUKNOWTHENUMBERS.YOUCANAPPLYTHEM.
3232
STEP 1:
FIND OPPORTUNITIES
33
UTILITY PERSONAS
RELEVANCE
WITHVALUE
OPPORTUNITIESTO
MKT STACK
CONNECTPEOPLE
WHENTHEYNEEDIT
THE MARKETING PROCESS
3434
AN ASSESSMENT FRAMEWORK:
THE MARKETING STACK
35
INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
36
INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
THE STACK IS A METAPHOR TO HELP YOU
SEE HOW IT ALL FITS TOGETHER
37
INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
Impacts percolate up
38
INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
So a problem here
39
INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
May impact here
40
INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
Good stuff here
41
INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
Will help here
42
INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
And here
43
INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
And here.
4444
THE BASIC INGREDIENTS:
THE ELEMENTS
45
INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
WITHOUT THESE, NOTHING WORKS
46
INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
WITHOUT THESE, NOTHING WORKS
47
INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
SERVERS
SOFTWARE
FULFILLMENT
PEOPLE
48
INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
WEB ANALYTICS
BUSINESS ANALYTICS
PREDICTIVE DATA
AUDIENCE ANALYSIS
49
INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
PRODUCT DESCRIPTIONS
EMAIL
IMAGES
VIDEO
INFORMATIONAL
50
Discovery
Research
Conversion
Loyalty…
Consideration
ELEMENTS IMPACT THE ENTIRE STORY ARC
5151
(That’swhythey’reelements.)
5252
EXERCISE
ASSESS ELEMENTS
5353
INFRASTRUCTURE
54
Link testing: Screaming Frog
55
56
57
58
NOT TOO BAD
59
site performance: Google Page Speed
60
site performance: Google Page Speed
61
62
63
64
65
66
67
1.5 MEGABYTES
68
300KB
69
DOES IT WORK?!!!
70
7171
A BRIEF INTERLUDE
THE BROKEN FORM DEBACLE
72
SERVER LATENCY
SECURITY
CACHING
SCALABILITY
…
73
BUT START WITH THE BASICS: SPEED, ERRORS, DATA COLLECTION
74
INFRASTRUCTURE: F--
1.  8s load time
2.  354 ‘404’ errors
3.  Crashes
75
LOAD TIMES = IMAGE SIZE
76
77
EASY FIX: OPPORTUNITY!!!
7878
ANALYTICS
79
ANALYTICS
STORING E-COMMERCE DATA?
80
ANALYTICS
IS IT ACCURATE?
81
STORING MICRO-CONVERSIONS?
82
ANALYTICS: A-
1.  Conversion tracking
2.  E-commerce data
3.  No events/scroll/business analytics
8383
CONTENT
84
YOU COULD DO THIS
85
webpagetest.org
86
OR JUST SPOT-CHECK
87
88
89
90
CHECK FOR DUPLICATION
CUT
91
PASTE (WITH QUOTES)
CHECK FOR DUPLICATION
92
NOT BAD
CHECK FOR DUPLICATION
93
BAD
CHECK FOR DUPLICATION
94
BAD
CHECK FOR DUPLICATION
95
CHECK FOR DUPLICATION
96
CHECK GRADE LEVEL
97
CHECK GRADE LEVEL
98
CHECK GRADE LEVEL
99
CHECK GRADE LEVEL
100
CHECK GRADE LEVEL
IN MOST CASES, AIM FOR <10
101
CONTENT: D-----
1.  Awful trip descriptions
2.  Cut-and-paste
3.  14th grade level
102
HARD TO FIX: STILL OPPORTUNITY, BUT…
103103
NOWYOUKNOWOPPORTUNITIESINTHEELEMENTS
104104
HOW PEOPLE CONNECT:
THE CHANNELS
105
INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
SHARE OF VOICE & ATTENTION YOU PURCHASE,
BY THE CLICK, BY THE IMPRESSION OR ANOTHER WAY.
106
INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
PAID CAN DRIVE DISCOVERY,
BUILD USEFULNESS
GIVE YOU DIRECT ACCESS
TO THE WEIRD.
107
INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
IT DOESN’T SCALE
BUT IT’S VERY TARGETABLE
AND EASILY MEASURED
108
Discovery
Research
Conversion
Loyalty…
Consideration
PAID IMPACTS THE MID STORY ARC
109109
PAID TYPES
110110
PAY-PER-CLICK
111
ADWORDS
112
ADWORDS
113
PRODUCT LISTING ADS (PLAS)
114
BING ADS
115
BING PRODUCT ADS
116
AMAZON
117
RETARGETING
YEP. AMAZON.
Google AdX
PubMatic
118
RETARGETING
119
RETARGETING
120
RETARGETING ADROLL
GOOGLE
FACEBOOK EXCHANGE
PERFECT AUDIENCE
121121
PAY-PER-IMPRESSION
122
BANNERS
123
‘RICH’ MEDIA ADS
124
‘PROGRAMMATIC BUYING’
125
PAID SOCIAL
126
PAID SOCIAL
127
PAID SOCIAL
128
PAID SOCIAL
129
PAID SOCIAL
130
PAID SOCIAL
131
PAID SOCIAL
132132
EXERCISE
PAID ASSESSMENT
133
“MOON TRAVEL”
CONVERSION RATE = 1.5%
VISITOR VALUE = $300.00
134
“MOON TRAVEL” 250 clicks/year to LST
135
SEMRush
136
“MOON TRAVEL” 20,000 searches/year
IF I CAN GET 1% = 200 MORE VISITS
137
ACROSS ALL PPC TERMS
1,000 MORE VISITS
OVERALL VALUE/VISITOR = $125
138
139
OPPORTUNITY!!!
140
I DON’T DO ANY FACEBOOK ADS
141
GRAPH SEARCH
1534 like space tourism
142
CONTENT PROMOTION OPPORTUNITY!!!
143
INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
SHARE OF VOICE & ATTENTION YOU GAIN BY BEING
SIGNIFICANT AND APPEALING TO THE WEIRD.
144
INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
HAPPY CUSTOMERS, INTERESTED READERS
& OTHER SUCCESSES AMPLIFY IT
145
INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
IT CAN SCALE MASSIVELY
BUT IT’S HARD TO GET
AND OFTEN HARD TO MEASURE
146
INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
IT HAS A LONG SALES CYCLE
147
Discovery
Research
Conversion
Loyalty…
Consideration
EARNED IMPACTS THE EARLY-TO-MID STORY ARC
148
“ORGANIC” SEARCH
149
SEARCH ENGINE OPTIMIZATION
150
UHHH…
151
UHHH…
152
Google
Bing
Yahoo
GOOGLE’S STILL IN CHARGE
153
roi or bust, man
SOCIAL MEDIA
154
SOCIAL MEDIA
155
SOCIAL CONTENT SHARING
156
DON’T GIVE UP YET
157
SOCIAL Q&A SITES
158
SOCIAL Q&A SITES
159
WHAT’S THE MOST COMMON QUESTION
YOU GET FROM CUSTOMERS?
160160
EXERCISE
EARNED ASSESSMENT
161
GOOGLE WEBMASTER TOOLS
162
BING WEBMASTER TOOLS
163
SEMRUSH
164
ADDRESS THE ELEMENTS…
165
…ADDRESS SEARCH
166
SOCIAL MEDIA
167
RIVALIQ
(FULL DISCLOSURE: THEY’RE A CLIENT)
168
INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
LITERALLY, MARKETING ASSETS YOU OWN
LOTS OF CONTENT BELONGS IN ‘OWNED’
169
INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
USER GENERATED CONTENT
THE HOUSE E-MAIL LIST
CRM DATABASE
170
INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
YOU OWN THESE ASSETS &
CAN USE THEM AS DESIRED
171
INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
EASIEST TO MEASURE
SCALES WELL
BUT CAN GET STALE
OR ANNOY CUSTOMERS
172
Discovery
Research
Conversion
Loyalty…
Consideration
OWNED IMPACTS THE LATE STORY ARC
173
Research
Conversion
Loyalty…
Consideration
174
YOUR HOUSE LIST IS A
PRICELESS ASSET
175
BUT BEWARE SPAM!!!
176
BUT BEWARE THE EMOTIONAL
DEFINITION OF SPAM!!!
177
CONVERSION RATE = .5%
178
FORMS = AWFUL
179179
NOWYOUKNOWOPPORTUNITIESINTHECHANNELS
180180
EXERCISE
STACK ASSESSMENT
181
d	
  
d
182
OPPORTUNITY GAPS
WEAKNESSES W/ EASY WINS
STRENGTHS
183
d	
  
d
184
INFRASTRUCTURE: F+
ANALYTICS: A-
CONTENT: D------
PAID:B EARNED: B- OWNED: B-
185
186186
NOWYOUKNOWYOURCHANNELOPPORTUNITIESACROSSTHESTACK
187187
A BRIEF INTERLUDE
THE PROBLEM
188188
ALL MARKETING HAPPENS ON THE CLASSIC STORY ARC
189
Discovery
Research
Conversion
Loyalty…
Consideration
THE MARKETING STORY ARC
190
Discovery
Research
Conversion
Loyalty…
Consideration
“Wow, I didn’t know about cycling hand protection.Thanks!”
THE STORY ARC FOR A CYCLIST
191
Discovery
Research
Conversion
Loyalty…
Consideration
THE STORY ARC
“Hmmm. I think I need a new helmet.”
THE STORY ARC FOR A CYCLIST
192
Discovery
Research
Conversion
Loyalty…
Consideration
THE STORY ARC
“Oh yeah, I remember these guys.”
THE STORY ARC FOR A CYCLIST
193
Discovery
Research
Conversion
Loyalty…
Consideration
THE STORY ARC
Comes to your site, looks at your stuff, asks around
THE STORY ARC FOR A CYCLIST
194
Discovery
Research
Conversion
Loyalty…
Consideration
THE STORY ARC
Makes their purchase
THE STORY ARC FOR A CYCLIST
195
Discovery
Research
Conversion
Loyalty…
Consideration
THE STORY ARC
If they enjoy the experience, and you give them more
THE STORY ARC FOR A CYCLIST
196
Discovery
Research
Conversion
Loyalty…
Consideration
BUT SINGLE-POINT THINKING MAKES
MOST COMPANIES START HERE
197
Discovery
Research
Conversion
Loyalty…
Consideration
THEY COMPLETELY IGNORE THIS
198
YIKES.
IGNORED 	
  INCLUDED	
  
199
FOR OUR CYCLIST, THAT MEANS
“Wow, I didn’t know about cycling hand protection.Thanks!”
“Hmmm. I think I need a new helmet.”
“Oh yeah, I remember these guys.”
Comes to your site, looks at your stuff, asks around
Makes their purchase
200200
YOU’VE MISSED 70%
OF YOUR AUDIENCE
201201
AND YOUR AUDIENCE
DOESN’T KNOW YOU
202202
YOU’RE JUST LIKE EVERYONE ELSE
203203
THAT’S BAD
204204
MARKETING CONNECTS PEOPLE
WITH VALUE WHEN THEY NEED IT
205205
STEP 2:
CONNECT PEOPLE
206206
AND PEOPLE ARE
WEIRD
207
UTILITY PERSONAS
RELEVANCE
WITHVALUE
OPPORTUNITIESTO
MKT STACK
CONNECTPEOPLE
WHENTHEYNEEDIT
THE MARKETING PROCESS
208
READ WE ARE ALL WEIRD
(Seth Godin)
209209
WEIRD ≠ BIZARRE
210210
THE ‘WEIRD’
UTTERLY COMPELLING
ARE AT A CONFLUENCE OF EVENTS/INTERESTS THAT MAKES SOMETHING ABOUT YOU
211211
WHAT’S COMPLETELY UNIQUE ABOUT YOUR AUDIENCE?
WEIRD
212212
WHAT COMBINATION OF IDEAS?
PROBLEMS?
TRAITS?
213
INFRASTRUCTURE: F+
ANALYTICS: A-
CONTENT: D------
PAID:B EARNED: B- OWNED: B-
214
IT’S HARD TO STAND OUT FROM THE CROWD.
SO DON’T HANG OUT WITH THE CROWD.
215
INSTEAD, CHOOSE THE WEIRD.
REALLY LIKES WAFFLES
IT'S TRUE.
216
WEIRD = ANY OVERLAP/NICHE
ALLERGIC TO WOOL
DUDE. THAT'S
PERSONAL.
217217
FINDING THE WEIRD: AFFINITIES
218
CYCLIST WANTS A COOLER HELMET
TALK TO THESE PEOPLE
219
PARENTS CONCERNED ABOUT SAFETY
TALK TO THESE PEOPLE
220
CYCLIST JUST CRASHED
TALK TO THESE PEOPLE
221
CYCLIST GOING ON A TRIP
TALK TO THESE PEOPLE
222
TALK TO THESE PEOPLE
CYCLISTS HAS A BIRTHDAY
223223
PSYCHOGRAPHICS
224
TALK TO THESE PEOPLE
CYCLISTS LIKE JIMMY BUFFET
225
TALK TO THESE PEOPLE
CYCLISTS WATCH STORAGE WARS
226
Discovery
Research
Conversion
Loyalty…
Consideration
FIND JUST THE RIGHT PEOPLE
227
USE SITES WITH COLLABORATIVE FILTERS
228
USE SITES WITH COLLABORATIVE FILTERS
HMMM. PEOPLE WHO BUY HELMETS BUY LOCKS?
229
I’LL TRY ADVERTISING TO FOLKS WHO BUY LOCKS
230
MAYBE EVEN WRITE CONTENT ABOUT BIKE LOCKS
231231
ISTHERESOMEPARTOFTHESTACKTHATSUITSYOU
PARTICULARLYWELLTOTALKTOONEOFTHEWEIRD?
232232
ISTHEREABIGIMPROVEMENTYOUCANMAKE?
233233
AREALSTRENGTH?
234234
EXERCISE
DEFINING THE WEIRD
235
THINK
a cyclist who
just crashed has
to replace their
helmet
236
FACEBOOK GRAPH SEARCH
237
AMAZON
238
FACEBOOK GRAPH SEARCH
239239
HOWBIGISTHEAUDIENCE?
WHAT’LLITGETME?
240
241
40MILLIONTOTAL!BUTLOWRELEVANCE
ATBEST,I’LLGET.001%OFTHEM
THAT’S400VISITORS
242
MEH.
243
BUTITDOESADDUP.
244244
NOWYOUKNOWWHOYOU’RETALKINGTO
245245
(FindingtheWeirdonlyhelpsifyouprovidesomething.)
246246
MARKETING CONNECTS PEOPLE WITH
VALUEWHEN THEY NEED IT
247247
STEP 3:
DELIVER VALUE
248248
VALUE REQUIRES THAT YOU ARE
USEFUL
249
UTILITY PERSONAS
RELEVANCE
WITHVALUE
OPPORTUNITIESTO
MKT STACK
CONNECTPEOPLE
WHENTHEYNEEDIT
THE MARKETING PROCESS
250250
WHAT DO THEY NEED TO KNOW?
USEFUL
251251
ANSWER THEIR QUESTIONS, AND YOU’RE USEFUL
252252
WHAT DO THEY LIKE?
USEFUL
253253
WHAT DO THEY DISLIKE?
USEFUL
254254
WHAT DO THEY WANT TO DO?
USEFUL
255255
WHAT DO THEY WANT TO KNOW?
USEFUL
256256
THAT’S USEFUL
IT GETS YOUR AUDIENCE SHARING, BECOMING CUSTOMER
OR ATTRACTING THEM BY TELLING OTHERS
257257
WHAT IN THE STACK MIGHT INTERFERE
WITH THEIR EXPERIENCE?
258258
WHAT IN THE STACK MIGHT IMPROVE
THEIR EXPERIENCE?
259
INFRASTRUCTURE: F+
ANALYTICS: A-
CONTENT: D------
PAID:B EARNED: B- OWNED: B-
260
REMEMBER THIS?
HMMM. PEOPLE WHO BUY HELMETS BUY LOCKS?
261
I’LL WRITE ABOUT OR ADVERTISE NEAR BIKE LOCKS
262
Discovery
Research
Conversion
Loyalty…
Consideration
AND GET FOLKS WAY OVER HERE
“Wow, I didn’t know that about bike locks.Thanks!”
263
GOOGLE SUGGEST
264
Discovery
Research
Conversion
Loyalty…
Consideration
GET FOLKS OVER HERE
“Wow, I didn’t know that about bike locks.Thanks!”
265265
EXERCISE
FINDING THE VALUE
266
GOOGLE SUGGEST
267
TWITTER SEARCH
268
TWITTER SEARCH
269
TWITTER SEARCH
270
QUORA
271
QUORA
272
QUORA
273
WHAT’LL I GET?
274274
NOWYOUKNOWWHATYOURAUDIENCEFINDSVALUABLE
275275
(Butrandomlyusefulprovidesnovalue.)
276276
MARKETING CONNECTS PEOPLE WITH
VALUE WHEN THEY NEED IT
277277
STEP 4:
BE RELEVANT
278278
YOU HAVE TO DELIVER USEFUL
WHEN THEY NEED IT
279279
WHERE IN THE STORY ARC IS YOUR CUSTOMER
MOST LIKELY TO ENCOUNTER YOU?
WHEN THEY NEED IT
280280
WHAT WILL THEY NEED? WHAT WILL MAKE YOU USEFUL?
281281
WHAT PROBLEMS IN THE MARKETING STACK MIGHT
DETRACT FROM THE EXPERIENCE?!
282282
WHAT STRENGTHS IN THE MARKETING STACK MIGHT
IMPROVE THE EXPERIENCE?! OR GET MORE FOLKS TO
FIND YOU?!!!
283
INFRASTRUCTURE: F+
ANALYTICS: A-
CONTENT: D------
PAID:B EARNED: B- OWNED: B-
284
UTILITY PERSONAS
RELEVANCE
WITHVALUE
OPPORTUNITIESTO
MKT STACK
CONNECTPEOPLE
WHENTHEYNEEDIT
THE MARKETING PROCESS
285285
(Andthat’sprobablylongbeforetheywanttobuy.)
286286
PULLTOGETHERTHEOPPORTUNITIES,PEOPLEANDVALUE
287
Discovery
Research
Conversion
Loyalty…
Consideration
“Wow, I didn’t know about cycling hand protection.Thanks!”
USEFUL HERE…
288
Discovery
Research
Conversion
Loyalty…
Consideration
“Hmmm. I think I need a new helmet.”
…MEANS THEY’LL BE AROUND WHEN YOU’RE USEFUL HERE.
289
Discovery
Research
Conversion
Loyalty…
Consideration
NOW, YOU CAN ACCESS THIS
290
Discovery
Research
Conversion
Loyalty…
Consideration
“Wow, I didn’t know about cycling hand protection.Thanks!”
YOU KNOW WHAT TO DO TO MOVE THEM FROM HERE…
291
Discovery
Research
Conversion
Loyalty…
Consideration
If they enjoy the experience, and you give them more
…TO HERE
292
Social/Organic
Search/Paid Social
Owned
Loyalty…
Paid/Paid Social
293293
WHEREISYOURBESTOPPORTUNITYINTHESTACKTOTIMEITRIGHT?
294294
ISTHEREABIGIMPROVEMENTYOUCANMAKE?
295295
AREALSTRENGTH?
296296
EXERCISE
TIMING IT RIGHT
297297
NOWYOUKNOWTHEBESTTIMETOREACHTHEM
298
1.  PAID SOCIAL
2.  SEE CONTENT
3.  GET RETARGETED/NEWSLETTER/ETC.
4.  REMEMBER
5.  BUY
299
Earned/Paid to content
Paid/Earned to product
Conversion
Loyalty…
Paid
PUTTING IT ALL TOGETHER
Retargeting
300300
THE
WRAPUP
301301
YOUKNOWHOWTOFINDOPPORTUNITIES
302302
YOUKNOWHOWTOFINDTHEWEIRD
303303
YOUKNOWHOWTOBEUSEFULTOTHEM
304304
ANDYOUKNOWHOWTOTIMEITRIGHT
305305
TIEITBACKTOTHESTACK
306306
WHEREARETHEGAPSTHATYOUCANCLOSE?
307
UTILITY PERSONAS
RELEVANCE
WITHVALUE
OPPORTUNITIESTO
MKT STACK
CONNECTPEOPLE
WHENTHEYNEEDIT
THE MARKETING PROCESS
308
INFRASTRUCTURE: F+
ANALYTICS: A-
CONTENT: D------
PAID:B EARNED: B- OWNED: B-
309
Discovery
Research
Conversion
Loyalty…
Consideration
THE MARKETING STORY ARC
310
QUESTIONS?
Ian Lurie
@portentint
www.portent.com
portent.co/mktgpi

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