This is an attendee talk given by Jody Burgess at Microconf 2013 in Las Vegas.

1. Dude. Marketing is not your thing.
So many choices, so little time.

2. About me
Entrepreneur
Consultant
Marketing Executive
@jodyburgess
www.jodyburgess.com

3. What is marketing?

4. Problem

6. Steps

7. #1 Set and
follow
some basic
rules
 If it’s close to the
customer or drives
revenue, keep it in
house.
 Stay general early.
Specialize later.
 Hire responsibly. Don’t
hire-n-kill.
 Manage outsourcing.

8. #2 Align your tactics
Copyright JBurgess&Associates2013

9. #2 Align your tactics
Copyright JBurgess&Associates2013

10.  Internal  Outsource
 Yourself  Hire  Agency  Contractor

11. #3 Evaluate your
options based on fit
AND….

12. Tactic Key to Success Skill
PR Time & commitment to
research, plan and execute
Sales hunter
Social Media Remembering that it’s not
about selling!
Networker
SEM Hitting the balance between
quantity and quality
Analytical, strategic
SEO Turning data into information
for others
Analytical, communication
Email Having a strategy IA, writing, strategic, analytical
..this stuff

13. Refer back to your
alignment chart every
time a new idea
comes up.
Always be thinking of
resourcing.
Learn to say “not
now”.
#4 Stay focused

14. #1 Establish some rules
#2 Align tactics to strategy
#3 Evaluate options
#4 Stay focused on staying focused
Recap

16. Thank you
Twitter: @jodyburgess
Website: www.jburgessassociates.com
Email: jody@jodyburgess.com

17. Extra Slides

18. #3 Evaluate your options
Tactic In-house Agency Contractor
PR
Key to success: Time
& commitment to
research, plan and
execute.
Skill: Sales
(+) Integrated into
your team. Able to
hear opportunities
for stories and write
them.
(+) trained in
advertising.
(-) expensive, often
require an agency
anyway
(+) draw attention
from media more
easily
(-) $$
(-) protected
contacts
(+) direct contacts
(+) personal
attention
Social Media
Key: It’s not about
revenue!
Skill: Networker
(+) direct feedback
from customers
(-) time consuming.
(-) too impersonal (+) can act as rep of
company.

19. #3 Evaluate your options
Tactic In-house Agency Contractor
Email
Key: List
management and
writing.
Skill: IA, writing
(+) knowledge
builds over time.
(+) can write
other stuff too.
?? (+) can act as rep of
company
SEO
Key: Ability to
analyze, then feed
writers ideas.
Skill: Analytical
(+) can be done
occasionally by
analytical
employee.
?? (+) can be done by
person with intense
specialization.
SEM
Balance of quality
and quantity.
Skill: Analytical,
strategic
(+) tight
management of
spending &
optimization.
(+) message
experimentation.
(-) throwing money
into an abyss.
(+) can be done by
individual with
specialization.
(-) requires budget
guidelines and
more direction.

20.  Outsource  Internal
 Agency  Independent  Yourself  Hire