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Jessica Miller
PR & Inbound Marketing
PR & Inbound Marketing


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One of my favorite sessions from this year's SXSW - panel on tapping into young talent. 
How are you maximizing the potential of the motivated, connected, millennial wave of talent? by +Jessica Miller 
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#MarTech   Speaker Notes

From +Erica Seidel,  @erica_seidel
CEO, The Connective Good

The Talent Land Grab in Marketing Technology: How to Win

• Presentation:
• Erica's Blog:

• Story: travel is Erica’s passion, but it was not a potential life partner’s. He didn’t even have a passport. Long story short, he got one; the gap got smaller; they got married. It’s a lot like finding a job, or great CMT.

• You Need: Aptitude, altitude, attitude = the requirements of a good marketing technologist. 
The greatest hires will have capabilities across what I call the three A’s: Aptitude, Attitude, and Altitude. Specifically, the picture that is emerging of the ideal marketing technologist looks like this:

• Stay on top of technology trends and tools
• Develop a nuanced understanding of the customer journey and add value to it across multiple channels
• Convince others what a technology investment will do for the organization
• Translate between technical and less-technical people
• Embrace data continuously

• Be able to walk into a meeting with either the CMO or the CIO and add value
• Scale and optimize efforts to be successful across the organization
• Go beyond simply buying technology for its own sake — build integrated platforms that link to overall strategic goals

• Be hands-on, doing the dirty work when necessary
• Be comfortable working autonomously, since many companies only have one marketing technologist
• Be, in the words of one person I spoke with, “precise without being a perfectionist”
• Be able and ready and willing to learn

"Willingness / ability to learn is the most important skill."

Look at recruiting as you would marketing ...
- Recruiting :: Marketing
- Scouting :: Lead Gen
- Evaluating :: Lead Qualification
- Selling :: Customer Experience / Closing the Deal

• Guess what? LI: 3% of hires. What’s much more effective is direct outreach ... post + pray doesn’t work.
• Instead, people are being proactive and personalized. 

- Frame your must-haves in terms of skills. 
- Look beyond titles
- Network with vendors (scout for those highly engaged, really helpful people)
- Theme of the research here is to be proactive (scouting, not sourcing)
- At $200,000 / year for 4 year plus perks, it’s a $1M buy (for your company, and that candidate). 
- You have to sell the opp: what makes it unique? why would someone consider a job with you?
- Erica spends a few days at the office, meets people, and realizes “what’s cool” about the opportunity. She then builds infographics about the process / what to expect with the company. 
- Consider infographics, video job descriptions, etc. 
Post and pray, or scout and sell?
- If S+S: 
-- Revisit assumptions of ideal hire (like the passport story)
-- ID what you offer and to whom
-- Assess your recruiting process (email Erica to connect and get the assessment:
-- Apply marketing chomps to recruiting efforts

• Additional CMT article:
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#MarTech  Speaker Notes

+Jascha Kaykas-Wolff,@kaykas 
CMO, BitTorrent

Agile Marketing: News Ways of Managing a New Era of Marketing (and Business)
Presentation (loved this design!): 

• CEOs backgrounds are sales, they’re used to revenue generation.
• Agile development - waterfall.

• Customer = Marketing.
• VS. Customer = Customer.
- but when we got the technology to let customers be customers in the eyes of analytics, the business processes stopped working. 
- check out the agile development manifesto (
• Customer = Channel. 
- marketing is bound to the same challenge engineers are tied to for the past 20 years … 

Storytelling is math. 
- Example of asking kids to tell a story, then to tell the story from a different perspective. 
- The best storytellers were the math kids. :) 
- The person who’s collecting / analyzing the data is the one who will know the story best. 

-  Re: hiring: character and plot - words are seeds. 
-  The agile process relies on good communications. 
• Must be good at math: hypothesis testing (prove, or more importantly disprove, theories). 

-  Good, quality feedback is one of the best ways to grow emotional stability and health of an organization. 
-  Pair development (look into:
-  Describe, analyze, evaluate. (stand-up, scrum team) - the need for positive feedback. 

The Backlog Is Your Priority
-  If the CEO talks corporate strategy, if often doesn’t resonate to the ranks. It should though.  

Culture Is More than Words
- What’s the muscle memory of your organization?

How to Get Started
-  Find a project that flexes muscles across departments.
-  Once it’s run-through, be the person to help celebrate it.

•• New Book  _Growing Up Fast: How New Agile Practices Can Move Marketing and Innovation Past the Old Business Stalemates_


• Challenges: Finding teams that are truly autonomous, and fully able to prioritize and make decisions. (Note: PR 2020 can’t do this because often clients make priorities and decisions.)
• You have to be in the work and participating if anyone is going to listen to you. 
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#MarTech  Speaker Notes

David Raab, @draab
Principal, Raab & Associates

How to Align Marketing Technology with Business Strategy

Raab's Blog: The Customer Experience Matrix

• Story: The Anaconda Plan (the civil war)
• The anaconda plan is a strategy, or a method to a goal. 

Method + Goal = Strategy

• If you know your strategy, you can say what does / does not support that strategy, then allocate resources. 
• While making random decisions is fun, that’s not how you find the “right technology” and allocate the right resources. 
• What’s your corporate strategy? It must be articulated to be useful. 
• Strategy Map  
- Financial: margin, # customers, revenue / customer 
- Customer Value: image, relationship, product
- Internal Operations: marketing, innovation, production, customer support, admin (what do you have to do to make it work? here’s the how)
- Learning: information and systems, competencies, organization
• Successful examples: 
- steve jobs’ apple: insanely quality projects
- southwest airlines: low cost

• Bad examples:
- steve cook’s apple: multi-color phones?
- steve ballmer’s microsoft: copy apple? 
- JCP: high fashion or low price or in-shops or ??
"Not that a good strategy ensures success, but a bad strategy or lack of strategy makes it easier to fail.”
• Good strategy needs resources, competencies, market needs, competitors, environment. 
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#MarTech Speaker Notes

Laura McLellan,@lauramclellan 
VP Marketing Strategies, Gartner Research

Chief Marketing Technologists Symbolize Marketing’s Changing Role

• She's the researcher behind the CMO vs. CIO spend (by 2015, CMOs will spend more …)

  1. Marketing relies on tech, companies rely on marketing. 
  3. Role marketing plays is changing.
  4. The changing role. (Where does the CMT fit in?)

(McLellan is not convinced that tech is the driver … even in autonomous, predictive marketing landscape.)

What’s happening is digital disruption. 

• The business level (also at the people level, and marketing level — the customer is in charge.)
      * Pre-web: Analog
      * Web, eBusiness, Digital Markeitng
      * Digital Business / Autonomous

"As it all begins to happen, marketing has an opportunity but is also vastly challenged.”

So what happens to marking when you’re dealing with business and people and things? 

Marketing Impacts

• Customer is in charge
• Sales funnel is “blown to bits”
• Those counting the revenue are marketing. counts revenue for aggregated data, IP, etc., and it’s increasing. 
• “Marketing will have it’s own P&L."
• Economy is all about the experience (it’s sacred, but no one knows what it’s going to look like)
• Data is the driver of decisions (vs. should be - de facto vs. de juris)
• Innovative tech underlies it all
-  That budget will be 9-10% of revenue. 
-   CEOs recognized priorities. 


• Marketing-related processes are now “customer-related processes.”
- defining markets, developing and managing offerings, and attracting / acquiring / retailing customers. 
- sales hunter / farmer roles are merging.
• IT moves to a bimodal organization.
- 2-speed IT (reliability - marathon, and agility - sprint)
• CEOs shift investment priorities. 
-  Digital marketing #1 
-  Followed by ecommerce, CEM, biz analytics, etc. All these things related to customers. 
-  Marketing budgets around 10%, and going up every year. 
-  Organization adds new roles. 
      * CCO - customer officer
      * CMT - marketing technologist
      * CIO - innovation exec
      * Next title to be a hot hire? Head of strategic alliances.

What’s in it for you?

• CMT comes of age. 
-  81% have equivalent of CMT
-  responsibilities: align marketing tech with biz goals, facilitate projects, liaise with IT / digital … now it’s the de facto CDO, cross-functional customer focus, digital transformation, innovation leader, incubator leader, c-suite advisor (not just CMO). 
• CMTs play a key role in adoption of adaptive sourcing.
-  innovate —> differentiate —> run
-   move from rigid outsourcing and project contracts to partnering, crowdsourcing, CSI, BPaaS, JVs, M&A, agile development, 2-speed procurement. 
• Consolidation of sales and marketing.
-  Where’s the money coming from? Marketing reinvestment, incremental, + sales (as buyers’ journey’s change, and more happens pre-sales, then more needs to go toward marketing). 

Flash Points

•  Holistic customer experience (marketing, customer service, sales, if not more broadly). 
•  Replace ecommerce with customer-centric, digital commerce ecosystem, including elements run marketing. 
•  Develop new “IoT”-influenced digital products and services. 
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#MarTech  notes, about to take over your G+ stream. 
All presentations: 

Mayur Gupta, @inspiremartech
Global Head of Marketing Technology & Operations, Kimberly-Clark

Growing Business with Marketing Technology: From Operations to Innovation

• Digital marketing vs. marketing in digital world
“We don’t believe in digital marking, we believe in ‘marketing in a digital world.’”


• Every 15 years, there’s a new tech that takes place — installation period, turning point, and then deployment period.
• We’re at the pinnacle of productivity, and technology plays a critical role. 

Is tech an enabler, or does it inspire (creativity, brand story, etc.)?

• It’s most incredible when you’re confused—did tech inspire story or did story inspire tech?
• Uber for pizzas.
• Creating new channels (tesla in subways … grocery stores are digital).
"You cannot differentiate between an online and offline world.”
• Tech is the new experience, and it leads innovation. 

The shift from operations to innovations. 

• Nike techstars, WalMart Labs, Pepsico 10, MediaLab, Co-Creation Labs, D’Lab (Kimberly Clark), FlyGarage, Fidelity Labs, Velocity Lab, Hotech (sp?) Labs, etc. 
• Models: HQ, Outpost, HQ Virtual, O/P Virtual, Accelerator
• Focus Areas (3)

      1. Channel: New biz models and channels. 
      2. Product: IoT, Wearables.
      3. Promise: Consumer Experience, Media.

7 Principles of the SHIFT

1.  Don’t kill the butterfly (#dontkillthebutterfly). We’ve all been on both sides of that conversation. 
2.  Be consumer obsessed. (Ask: what problem are you solving?)
3.  Be curious. 
4.  Moving forward is LESS risky. We’re standing on a huge pile of cracked ice — is it safer to stay where you are or move forward? 
5.  Celebrate failure. (Thomas edison: found 10,000 ways that won;t work.)
6.  Connect the dots. 
7.  You have to be a marketer at the center—along with a storyteller, understands data, creative, financial, understands brand strategy. 
8.  Keep it simple. “If you can’t explain it simply, you don’t know it well enough."


• Corporate vs. agency mindset shift: agency —> you come to the client with solutions to more specific challenges, vs. corporate where you draw from a blank slate. 
• Culture shift: leadership believes in it. Convergence. Realizing it’s not CIO / CMO, it’s about the consumer. That type of alignment is what puts it at the center of culture. 
• Which tech should you use? (Look to market maturity, use cases.)
• How do you prove the ROI of that tech? (Attribution modeling, visualization. But for CRM … something harder to quantify, you need internal collaboration / teams dedicated to adoption, feedback, usage.)
• Talent — who are you looking for to be in these roles / how do you find them?
      * Now have a team of 8, with plans to grow.
      * DNA is tech + consumer experiences. 
•  3/ 4 areas of focus: building framework for technology footprint — and scaling it for marketing team (taking ROMI to each market); driving convergence of data, tech, consumer journey).
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My latest on the PR 20/20 blog. For marketers: defining overarching goals, then having the ability to measure whether they're achieved. Post outlines the basics. 
How are you typing KPIs to primary marketing and business goals? This post offers a 4-step process.
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+Keith Moehring makes cool blog posts.  

Bookmark this one ... An interactive resource for all of your landing page / blog post formatting tips. Includes my personal favorite—the numbered list with multiple graphs / bullets within that numbered list. ;)
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Latest from the PR 20/20 blog! 

"For B2B marketers, time spent with your organization’s most technically minded experts is invaluable. Conversations with these brainiacs help develop our overall understanding so we can better connect the content we create with more technical target audiences.

If you had 20 minutes to spend with an engineer (or any very techy SME), how would you prep to make the most of that time? What would you organize or send ahead of the meeting, what would the agenda look like, and how would you follow up after? Within this post, we’ll offer a guide to SME meeting prep, agenda, goals and outcomes—all intended to help your marketing team foster a mutually beneficial and positive relationship between marketing and SMEs."
20 Marketing Opportunities from 20 Minutes with a Subject Matter Expert by +Jessica Donlon 
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Quick post, spotlights recent marketing automation research from +Marketing Score and +Software Advice.  
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