10 ways to guarantee you have a marketing job in 10 years

10 WAYS TO GUARANTEE YOU HAVE
A MARKETING JOB IN 10 YEARS
Chris Moody
@cnmoody
#triangleama
TEN

@cnmoody #triangleama
DON’T KILL THE MESSENGER.
please

PROUD DAD OF TWO

HIRED, FIRED, ACQUIRED,
SERVED, DEPOSED, SUED

SEARCH: SUED OVER A BLOG POST

check out the
rave review!

MARKETING HAS CHANGED MORE IN THE
LAST 10 YEARS THAN IN THE LAST 100

10 YEARS AGO

THE STATE OF MARKETING TODAY
supported by data

82% OF ENTERPRISE MARKETERS HAVE NO
SYNCHRONIZED VIEW OF THE CUSTOMERforrester

65% OF CMOS CAN’T MEASURE ROI FOR
DIGITAL MARKETING forrester

A POP QUIZ FOR THE AUDIENCE

INNOVATION
APPLE

SAFETY
VOLVO

CHRISTOPHER PENN
ONE OF THE TOP MARKETING ANALYTICS FOLKS IN THE WORLD

JAY BAER
ONE OF THE TOP CONTENT & SOCIAL FOLKS IN THE WORLD

ANN HANDLEY
ONE OF THE TOP CONTENT MARKETING FOLKS IN THE WORLD

SCOTT MONTY
ONE OF THE TOP DIGITAL MARKETING FOLKS IN THE WORLD

THE ONLY BARRIER TO INFORMATION TODAY IS 
LAZINESS

MARKETING
IS NOT
SOURCE: NBA.COM

MARKETING
DOES NOT
REQUIRE:
PHYSICALITY
ATHLETICISM
HUGE HANDS
ENDURANCE
GIFTED DNA
YOUTH

ONE1 FOLLOW THE LEADERS & BECOME A SPONGE

TURNOVER IN THE FORTUNE 500
SINCE 1990 GONE

SINCE 1990
70% GONE

SINCE 1990 70% GONE
SINCE 2000 GONE

SINCE 1990 70% GONE
SINCE 2000 GONE50%

CHANGE HAPPENS QUICKLY

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THERE WAS A TIME WHEN THIS BOOK MET A NEED

AUGUST 19, 2014

“WE ARE THE AVERAGE OF THE FIVE PEOPLE
WE SPEND THE MOST TIME WITH.”
JIM EFFIN’ ROHN

A ONE STANDARD DEVIATION INCREASE IN
YOUR NETWORK EMPLOYMENT RATE
REDUCES UNEMPLOYMENT DURATION BY 8%
Source: "People I know: Job Search and Social Networks" from Centre for Economic Policy Research

SURROUND YOURSELF WITH SMART FOLKS
AND BE A SPONGE.
takeaway:

2 TOOLS DO NOT MAKE THE MARKETER
TWO

THE YELLOW BRICK ROAD APPROACH TO
MARKETING TOOLS WILL FAIL
SOURCE: MARKETINGLAND

WHAT MAKES THE BIGGEST DIFFERENCE?
THE ARTIST OR THE ART SUPPLIES

SOURCE: HUFFINGTONPOST

DEFINE THE GOAL AND ALIGN THE TOOLS
takeaway:

THREE3 THINK AT LEAST TWO LEVELS UP

YOUR BOSS’ BOSS IS MORE
IMPORTANT TO YOUR FUTURE
THAN YOUR BOSS

THINK TWO LEVELS UP, NOT ONE
takeaway:

4 BUILD A CONNECTION MATRIX
FOUR

ONE CALL. ONE EMAIL. 9 MINUTES.
ONE FLIGHT. TWO AMAZING JOBS.

0
7.5
15
22.5
30
0 4 8 12 16

IF YOU ARE WAITING FOR A JOB POSTING,
YOU ARE TOO LATE.

TODAY, MANY
JOBS ARE
TAILORED FOR
SPECIFIC PEOPLE
JESSE BEST JESSE’S WORK
JOB DESCRIPTION
MADE FOR JESSE

BUILD RELATIONSHIPS WITH CONTEXT
takeaway:

FIVE5 THE FOCUS IS NO LONGER ON THE FUNNEL

“WHERE ONCE THERE WAS A FUNNEL,
NOW THERE IS A JOURNEY.”
STEVE KRAUSE
@STKRAUSE

ACTUALLY
MEANS:
SOURCE: BEN CHESTNUT

© “Flip the Funnel: How to use existing customers to gain new ones” (2010,Wiley) by Joseph Jaffe
Acquisition
Retention
New Acquisition
Acknowledgement
Dialogue
Incentivization
Activation
Awareness
Interest
Desire
Action
THE MARKETING BOWTIE™
TRADITIONAL FUNNEL MEETS FLIPPED FUNNEL

YEARN NOT CHURN
takeaway:

6 AVOID SHINY OBJECT SYNDROME
SIX

WHAT IS THE NEXT BIG THING?

THE NEXT BIG THING IS TO STOP CHASING THE
NEXT BIG THING AND DO YOUR JOB BETTER.

“CONCENTRATE ALL YOUR THOUGHTS UPON
THE WORK AT HAND. THE SUN'S RAYS DO NOT
BURN UNTIL BROUGHT TO A FOCUS.”
takeaway:

7 A TRUE GENERALIST TRUMPS A SPECIALIST
SEVEN

THE GROWTH OF
DIGITAL CONTENT
2008 - 1 TRILLION PAGES

THE GROWTH OF
DIGITAL CONTENT
2013 - 30 TRILLION PAGES

“MARKETING IS LIKE A BOX
OF CHOCOLATES,
THERE IS NO GREAT BOX OF
CHOCOLATES WITH ONLY
ONE TYPE OF CHOCOLATE.”

HOW HAS SEO / SEM CHANGED?
DISCUSS AMONGST YOURSELVES

HOW HAS SOCIAL CHANGED?

HOW HAS CONTENT CHANGED?

HOW HAS LEAD MANAGEMENT CHANGED?

HOW HAVE DINOSAURS CHANGED?

DON’T BE A ONE TRICK MARKETING DINOSAUR
NOTE: PONIES ARE NOT EXTINCT
takeaway:

8 SELL SOMETHING MORE THAN YOURSELF
EIGHT

CAREER PATH TO THE CMO
SOURCE: K. ULLRICH

BECOME A PRODUCT MANAGER OR RIDE
ALONG WITH SALES

UNDERSTAND OBJECTIONS, POSITIONING,
CUSTOMER INTELLIGENCE, THE MARKET, ETC.

BUT CHRIS, I CAN’T DO THAT AT MY JOB.

SALES WILL TEACH YOU MORE ABOUT
MARKETING THAN MARKETING WILL
takeaway:

9 BUILD CONSENSUS AND BE A “GLUE GUY”
NINE

GLUE GUY:
a player who will make all of the sacrifices necessary
to be the glue that holds the team together.

97% OF EMPLOYEES AND EXECUTIVES BELIEVE
THAT LACK OF ALIGNMENT WITHIN A TEAM DIRECTLY
IMPACTS THE OUTCOME OF A TASK OR PROJECT.
clearcompany

MARKETING SILOS ARE DEAD
SUCCESS IS MEASURED BY YOUR ABILITY TO HELP,
INFLUENCE AND INDOCTRINATE OTHER GROUPS
takeaway:

10 MASTER YOUR RELEVANT METRICS
TEN

SINCE I STARTED THIS, 65% OF CMOS STILL
CAN’T MEASURE ROI FOR DIGITAL MARKETINGchris moody

WOULD YOU RATHER HAVE A USER-SUBMITTED
POST ON REDDIT OR A FEATURE ON 20/20?

YOUR METRICS ARE NOT MY METRICS.
MY METRICS ARE NOT YOUR METRICS.

FIND THE METRICS THAT MOVE THE
NEEDLE FOR YOUR BUSINESS AND
OBSESS OVER THEM
takeaway:

YOU CAN DO THIS.

WIN A GUEST BLOG POST

10 ways to guarantee you have a marketing job in 10 years

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10 ways to guarantee you have a marketing job in 10 years