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Turning your marketing organization into a well-oiled machine is a major pain point for the enterprise. John will talk us through all aspects including recruiting, skills assessment, development, culture, and motivation.
From the Searchmetrics x Search Engine Journal June 13 conference: "SEO, Content Marketing & Analytics: Three Pillars of Online Marketing Success in 2014" at the Hotel Vitale in San Francisco.
2011 Industry Report. http://www.trainingmag.com/sites/default/files/trg_2011IR.pdf up to 1,000 = $922 per person 1,000 and 10,000 = $761 per person 10,000+ $375 per person
We also see 7.2% of marketing budget http://www.forbes.com/sites/christinemoorman/2012/10/29/six-reasons-marketing-budgets-are-on-the-rise/
At Market Motive we see strong marketing teams investing 3-5% of salary in training.
Measure investment or INPUT Books -> and by thought leaders Follow -> Avinash, Danny Sullivan, Cutts (you want to see willingness to stay up to day and learn more) Regarding Courses: Standards/outcome based courses used by larger teams (vetting done for you) Reputable universities, continuing ed, & up-to-date faculty No standards/potentially biased Tool vendor, agency, and get-rich courses
How many tennis balls in a limo What to charge for washing all the windows in Montana How many schools in Zimbabwe Candidates: Pick up a pen, ask questions, plug in sample values and keep at it. Managers: Give pressure outlets ahead of time. If candidate is clearly overwhelmed, offer to take a break and come back to the problem. If it makes you feel smart… Don’t do it.
Pick no more than five per interview. No scenarios? Candidate is highly unlikely to have behavior you need
Here’s how the I shape marketer changes for more developed roles.
Employers, it is ill-advised, and possibly illegal to use a bias gained from a candidates social media presence to
Candidates… Employers look. They will. Period. If your values don’t match with those of the hiring manager, it just can’t help. Clean up your vomiting pictures and obsession with Farmville.
John Marshall of Market Motive: "How To Build and Nurture a Rockstar Marketing Team"
CTO and Founder, Market Motive
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.
Innovation & Thinking
Work habits & Passion
1 entry Identify Works with a marketing team
2 conversant Articulate Manage or hire
4 master Create
• Insight into problem
• Can predict the
• Can indicate critical
thinking skills under
• Upset candidates
- Social media posts
- Confused about the
• Sign of the times?
Google stopped June
• Less expensive
• Shape to needs of
• New training methods
shorten ramp time
• You must pay on
retention and culture
• Youthful innovation
• Quick Think
• High Potential Soft
• Level 3 Skills
• Level 2 Hard Skills
• More expensive
• Good for teams with
• Tougher to recruit
• Experts can hire/guide
• Maturity more likely
• Method Think
• Soft Skills
• Level 3 Skills
• Level 2 Hard Skills
• 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
• Your own social media
- LinkedIn Premium -> All Qualified
- Facebook: Use your proponents to broadcast
• Invite a speaker, recruit
• Call based on LinkedIn “Good to
know each other…”
- Economics = marketing
- Genetics = web analytics
• Conference speaker lists
• Certification lists (OMCP®)
• Association member lists
“Think of your job pages as landing
– Rand Fishkin, Moz