Dude Where's My Budget - Digital Summit Atlanta May 2016

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Here's my presentation from Digital Summit Atlanta about the lessons I've learned going from the Enterprise to a Startup. Enjoy!

Marketing

@jeffperkins8 #DSATL16
LESSONS OF AN
ENTERPRISE
MARKETER GONE
STARTUP
JEFF PERKINS
DIGITAL SUMMIT
MAY 2016

@jeffperkins8 #DSATL16
WHERE I’VE WORKED

@jeffperkins8 #DSATL16
LIFE CAN BE PRETTY GOOD AT BIG
COMPANIES
AutoTrader 2012 Annual Meeting

@jeffperkins8 #DSATL16
“I REALLY WANT TO BE A BIG
COMPANY GUY MY ENTIRE
CAREER.”
-SAID NO ONE EVER

@jeffperkins8 #DSATL16
“I WANT TO DO SOMETHING
MORE ENTREPRENEURIAL.”
-SAID EVERYONE EVER

@jeffperkins8 #DSATL16
I WENT FROM THIS...

@jeffperkins8 #DSATL16
THERE’S NOTHING AUTOMATED
ABOUT MARKETING

@jeffperkins8 #DSATL16
YOU DON’T NEED A TECH
STACK
YOU NEED A
PEOPLE STACK

@jeffperkins8 #DSATL16
“I noticed that the dynamic range
between what an average person
could accomplish and what the
best person could accomplish was
50 or 100 to 1... A small team of A+
players can run circles around a
giant team of B and C players.”
–Jay Elliott, Leading Apple with Steve Jobs

@jeffperkins8 #DSATL16
THE PEOPLE STACK INCLUDES
YOUR AGENCY NETWORK

@jeffperkins8 #DSATL16
BEWARE THE AGENCY RETAINER!

@jeffperkins8 #DSATL16
WHEN YOU HAVE THE RIGHT
TEAM, THERE’S NOTHING
YOU CAN’T DO.

@jeffperkins8 #DSATL16
2. POUR A STRONG FOUNDATION

@jeffperkins8 #DSATL16
BUYERS ARE 70% OF THE WAY
THROUGH THE PURCHASE
PROCESS BEFORE ENGAGING A
SALES REP

@jeffperkins8 #DSATL16
IF YOU ARE WEAK ONLINE, YOU WILL BE
WEAK OFFLINE

@jeffperkins8 #DSATL16
IMPROVING WEBSITE HEALTH
Legacy Site Monthly Avg
(Jan-Oct ‘15)
New Site Monthly Avg
(Nov ‘15-Jan ’16)
Change
Traffic 10,738 15,672 +46%
Bounce Rate 54% 28.4% +40%
Page Views 46,712 94,295 +101%
Pages/Session 2.9 3.96 +36%

@jeffperkins8 #DSATL16
3. THE IMPORTANCE OF FOCUS

@jeffperkins8 #DSATL16
YOU CAN DO ANYTHING, BUT
YOU CAN’T DO EVERYTHING.

@jeffperkins8 #DSATL16
WE ARE LOSING DEALS BECAUSE OF
_____________.
FOCUS 100% ON FIXING THE “BLANK”
WE ARE NOT GROWING REVENUE
FASTER BECAUSE OF ___________.

@jeffperkins8 #DSATL16
4. SHOW YOUR WORK

@jeffperkins8 #DSATL16
WHAT YOU THINK MARKETING DOES

@jeffperkins8 #DSATL16
WHAT SALES THINKS MARKETING DOES

@jeffperkins8 #DSATL16
WHAT THE CIO THINKS MARKETING DOES

@jeffperkins8 #DSATL16
WHAT THE CEO THINKS MARKETING DOES

@jeffperkins8 #DSATL16
WHAT THE CFO THINKS MARKETING DOES

@jeffperkins8 #DSATL16
MARKETERS ARE BAD AT
MARKETING THEMSELVES

@jeffperkins8 #DSATL16
SHARE WHAT
YOU DO AND
THE VALUE IT
PROVIDES

@jeffperkins8 #DSATL16
5. MAXIMIZE LIMITED RESOURCES

@jeffperkins8 #DSATL16
SMALL COMPANIES CAN’T
AFFORD TO SPRAY AND PRAY

@jeffperkins8 #DSATL16
FIND THE WATERING HOLES

@jeffperkins8 #DSATL16
DON’T PAY FOR THINGS YOU CAN
DO FOR FREE

@jeffperkins8 #DSATL16
TRACK & MEASURE EVERYTHING

@jeffperkins8 #DSATL16
QUALITY JAM
• 200+ attendees
• 77% rated the event
“very good” or
“excellent”
• 90% plan to attend next
year

@jeffperkins8 #DSATL16
CONTENT
LIVES ON
AFTER THE
EVENT

@jeffperkins8 #DSATL16
YOU ARE THE CHIEF
KOOL-AID DRINKER

@jeffperkins8 #DSATL16
SHOW TWITTER BATTLE

@jeffperkins8 #DSATL16
TESTER PERSONALITY QUIZ

@jeffperkins8 #DSATL16
THANK YOU
DIGITAL SUMMIT!
JEFF PERKINS
CMO, QASymphony
www.linkedin.com/in/jeffperkins1
@JeffPerkins8

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