John Marshall of Market Motive: "How To Build and Nurture a Rockstar Marketing Team"

1. CTO and Founder, Market Motive @johnmhome John Marshall, web analytics pioneer, inventor of the overlay view, and successful founder of ClickTracks, is now a Market Motive founder and the company CTO. In addition to setting the technical strategy for Market Motive, John is deeply involved in the design of the course delivery and learner tracking systems. He is passionate about ensuring marketing teams efficiently learn the latest skills and techniques. He also teaches the instructor-lead web analytics course each quarter.

2. Innovation & Thinking Work habits & Passion Hard Skills Soft Skills

3. Hard Skills “Must Have”

4. Online Marketing Skills: Market Direction

5. “I” Shaped Marketers

7. Hard Skills: Proficiency Taxonomy

8. Assess. Then Map Targets.

9. Level Capabil ity Handle 1 entry Identify Works with a marketing team 2 conversant Articulate Manage or hire 3 practitioner Execute Discipline Specific “Billable Hours” Self sufficient 4 master Create SME Invents

10. Skill Boosts

11. Avg $922 Avg $761 Avg $375 Cost Of Training

12. Uncovering Hard Skills #1 (In advance)

13. • Books completed • Who do you follow? • Courses & Certificates -OMCP®, DMA, University - Check courses for authority, completeness

14. Uncovering Hard Skills #2 (In advance)

15. • Three Rules for Assessment Testing - generally undisputed answer - solvable in 1-10 min - no insider facts required

16. Assessment Examples: SEO

17. Build an initial keyword list … Name three KPIs… 40% of incoming links have anchor of “Learn more”..

18. Assessment Examples: Writing

19. Pick a topic you are passionate about and write 2-3 paragraphs Pick a paragraph from our website and rewrite it to be better… and shorter… … using NotePad No Spell Check!

20. Thinking Assessment: Problem Solving Tests

21. Pros • Insight into problem solving skills • Can predict the candidate approaches problem • Can indicate critical thinking skills under pressure Cons • Upset candidates - Social media posts - Confused about the job • Sign of the times? Google stopped June 2013

22. Problem Solving Tests

23. • Google: How many tennis balls fill a limo? Schools in Zimbabwe? • Market Motive: How many [widgets] can you sell in Santa Cruz? • Moz: Draw what our conversion funnel would be.

24. Measuring Thinking: Curiosity

25. • 4:1 Ratio - For every four I ask, do you have one? • What questions do you have for me? - About Company Job or Team… • Moz: What do you think will be hardest/easiest part of the job?

26. • Market Motive: Of topics we teach which are your most/least interested in? • Market Motive: Three things would make you leave/stay?

27. Work Habits & Passion: Scenario

28. Influenced another team for SEO Created new marketing process Planning & scheduling

29. • Tell me about a specific time when you (work habit) • Situation Actions Results • wander/generalize = interrupt

30. Hire Experienced or Grow our Own?

31. Hire Inexperienced • Less expensive • Shape to needs of company (Agile method) • New training methods shorten ramp time • You must pay on retention and culture • Youthful innovation and energy • Quick Think • High Potential Soft Skills • Level 3 Skills • Level 2 Hard Skills

32. Hire Experienced • More expensive • Good for teams with deep structure • Tougher to recruit • Experts can hire/guide entry-level resources • Maturity more likely representing company • Method Think • Soft Skills • Level 3 Skills • Level 2 Hard Skills

33. Interns

34. • Be generous - Ask 2x “What do you want out of this?” • Cannot be voice of company • Mix of tedious and creative • Create templates to guide new interns • If unpaid, specific process including credits + other requirements

35. Rent or Hire Talent

36. short term + hard skill RENT PPC, research, content writing, design long term + soft + hard skill HIRE social media, seo, web analytics,

37. I-Shaped Marketers

38. Contract Outsource Level 3Hard Skills Level 2 Hard Skills

39. Smaller Entrepreneurial Quick Think Soft Skills Level 3Hard Skills Level 2 Hard Skills

40. Larger Established Method Think Soft Skills Level 3Hard Skills Level 2 Hard Skills

41. Essential Skills for Your Team

42. Overlooked Sources for Talent

43. • Your own social media - LinkedIn Premium -> All Qualified - Facebook: Use your proponents to broadcast

44. • Invite a speaker, recruit • Call based on LinkedIn “Good to know each other…” • University - Economics = marketing - Genetics = web analytics • Conference speaker lists • Certification lists (OMCP®) • Association member lists

45. “Think of your job pages as landing pages” – Rand Fishkin, Moz

46. Assess & Reward Essential Skills

48. Small Gift Manager’s Guide to Building, Motivating, and Managing Digital Marketing Teams

49. http://mo.am/manage John Marshall CTO & Co Founder Market Motive jmarshall@marketmotive.com

50. What’s done and what’s legal

51. No more one trick ponies

53. See Rand Fishkin’s “T-Shaped Web Marketer” http://moz.com/rand/the-t-shaped-web-marketer/

John Marshall of Market Motive: "How To Build and Nurture a Rockstar Marketing Team"

Search Engine Journal

John Marshall of Market Motive: "How To Build and Nurture a Rockstar Marketing Team"