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CTO and Founder, Market Motive
@johnmhome
John Marshall, web analytics pioneer, inventor of the
overlay view, and successf...
Innovation & Thinking
Work habits & Passion
Hard Skills
Soft Skills
Hard Skills
“Must Have”
Online Marketing Skills:
Market Direction
“I” Shaped Marketers
ProblemSolving |Innovation|Persuasion|Planning &Scheduling
SEO |WebAnalytics |SocialMedia |PPC |ContentMarketing|MobileMar...
Hard Skills:
Proficiency Taxonomy
Assess.
Then Map Targets.
Level
Capabil
ity
Handle
1 entry Identify Works with a marketing team
2 conversant Articulate Manage or hire
3 practitione...
Skill Boosts
Avg $922 Avg $761 Avg $375
Cost Of Training
Uncovering Hard
Skills #1
(In advance)
• Books completed
• Who do you follow?
• Courses & Certificates
-OMCP®, DMA, University
- Check courses for authority, com...
Uncovering Hard
Skills #2
(In advance)
• Three Rules for Assessment
Testing
- generally undisputed answer
- solvable in 1-10 min
- no insider facts required
Assessment
Examples: SEO
Build an initial
keyword list …
Name three
KPIs…
40% of incoming
links have
anchor of “Learn
more”..
Assessment
Examples: Writing
Pick a topic you are
passionate about
and write 2-3
paragraphs
Pick a paragraph
from our website and
rewrite it to be
bett...
Thinking Assessment:
Problem Solving
Tests
Pros
• Insight into problem
solving skills
• Can predict the
candidate approaches
problem
• Can indicate critical
thinking...
Problem Solving
Tests
• Google: How many tennis balls fill a
limo? Schools in Zimbabwe?
• Market Motive: How many [widgets]
can you sell in Sant...
Measuring Thinking:
Curiosity
• 4:1 Ratio
- For every four I ask, do you have one?
• What questions do you have for
me?
- About Company Job or Team…
• M...
• Market Motive: Of topics we teach
which are your most/least interested
in?
• Market Motive: Three things would
make you ...
Work Habits &
Passion: Scenario
Influenced
another team
for SEO
Created new
marketing
process
Planning &
scheduling
• Tell me about a specific time when
you (work habit)
• Situation Actions Results
• wander/generalize = interrupt
Hire Experienced or
Grow our Own?
Hire Inexperienced
• Less expensive
• Shape to needs of
company (Agile
method)
• New training methods
shorten ramp time
• ...
Hire Experienced
• More expensive
• Good for teams with
deep structure
• Tougher to recruit
• Experts can hire/guide
entry...
Interns
• Be generous
- Ask 2x “What do you want out of this?”
• Cannot be voice of company
• Mix of tedious and creative
• Create...
Rent or Hire Talent
short term + hard skill
RENT
PPC, research, content
writing, design
long term + soft + hard
skill
HIRE
social media, seo, ...
I-Shaped Marketers
Contract Outsource
Level 3Hard Skills
Level 2 Hard Skills
Smaller Entrepreneurial
Quick Think Soft Skills
Level 3Hard Skills
Level 2 Hard Skills
Larger Established
Method Think Soft Skills
Level 3Hard Skills
Level 2 Hard Skills
Essential Skills for
Your Team
Overlooked Sources
for Talent
• 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…”
• University
- Economics = marketing
- Gen...
“Think of your job pages as landing
pages”
– Rand Fishkin, Moz
Assess & Reward
Essential Skills
ProblemSolving |Innovation|Persuasion|Planning &Scheduling
SEO |WebAnalytics |SocialMedia |PPC |ContentMarketing|MobileMar...
Small Gift
Manager’s Guide to Building, Motivating,
and Managing Digital Marketing Teams
http://mo.am/manage
John Marshall
CTO & Co Founder
Market Motive
jmarshall@marketmotive.com
What’s done and
what’s legal
No more one trick
ponies
Image by Myk Martinez
http://www.mykmartinez
.com
Copyright 2010
GoldFish-Ink Cartoon
Studios
Used with permission
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"
John Marshall of Market Motive: "How To Build and Nurture a Rockstar Marketing Team"
John Marshall of Market Motive: "How To Build and Nurture a Rockstar Marketing Team"
John Marshall of Market Motive: "How To Build and Nurture a Rockstar Marketing Team"
John Marshall of Market Motive: "How To Build and Nurture a Rockstar Marketing Team"
John Marshall of Market Motive: "How To Build and Nurture a Rockstar Marketing Team"
John Marshall of Market Motive: "How To Build and Nurture a Rockstar Marketing Team"
John Marshall of Market Motive: "How To Build and Nurture a Rockstar Marketing Team"
John Marshall of Market Motive: "How To Build and Nurture a Rockstar Marketing Team"
John Marshall of Market Motive: "How To Build and Nurture a Rockstar Marketing Team"
John Marshall of Market Motive: "How To Build and Nurture a Rockstar Marketing Team"
John Marshall of Market Motive: "How To Build and Nurture a Rockstar Marketing Team"
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John Marshall of Market Motive: "How To Build and Nurture a Rockstar Marketing Team"

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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.

Publié dans : Marketing, Business, Technologie
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John Marshall of Market Motive: "How To Build and Nurture a Rockstar Marketing Team"

  1. 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. 2. Innovation & Thinking Work habits & Passion Hard Skills Soft Skills
  3. 3. Hard Skills “Must Have”
  4. 4. Online Marketing Skills: Market Direction
  5. 5. “I” Shaped Marketers
  6. 6. ProblemSolving |Innovation|Persuasion|Planning &Scheduling SEO |WebAnalytics |SocialMedia |PPC |ContentMarketing|MobileMarketing| DisplayAdvertising Thinking Habits Passion Soft Skills Level 3Hard Skills (Discipline Specific) Level 2 Hard Skills
  7. 7. Hard Skills: Proficiency Taxonomy
  8. 8. Assess. Then Map Targets.
  9. 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. 10. Skill Boosts
  11. 11. Avg $922 Avg $761 Avg $375 Cost Of Training
  12. 12. Uncovering Hard Skills #1 (In advance)
  13. 13. • Books completed • Who do you follow? • Courses & Certificates -OMCP®, DMA, University - Check courses for authority, completeness
  14. 14. Uncovering Hard Skills #2 (In advance)
  15. 15. • Three Rules for Assessment Testing - generally undisputed answer - solvable in 1-10 min - no insider facts required
  16. 16. Assessment Examples: SEO
  17. 17. Build an initial keyword list … Name three KPIs… 40% of incoming links have anchor of “Learn more”..
  18. 18. Assessment Examples: Writing
  19. 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. 20. Thinking Assessment: Problem Solving Tests
  21. 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. 22. Problem Solving Tests
  23. 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. 24. Measuring Thinking: Curiosity
  25. 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. 26. • Market Motive: Of topics we teach which are your most/least interested in? • Market Motive: Three things would make you leave/stay?
  27. 27. Work Habits & Passion: Scenario
  28. 28. Influenced another team for SEO Created new marketing process Planning & scheduling
  29. 29. • Tell me about a specific time when you (work habit) • Situation Actions Results • wander/generalize = interrupt
  30. 30. Hire Experienced or Grow our Own?
  31. 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. 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. 33. Interns
  34. 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. 35. Rent or Hire Talent
  36. 36. short term + hard skill RENT PPC, research, content writing, design long term + soft + hard skill HIRE social media, seo, web analytics,
  37. 37. I-Shaped Marketers
  38. 38. Contract Outsource Level 3Hard Skills Level 2 Hard Skills
  39. 39. Smaller Entrepreneurial Quick Think Soft Skills Level 3Hard Skills Level 2 Hard Skills
  40. 40. Larger Established Method Think Soft Skills Level 3Hard Skills Level 2 Hard Skills
  41. 41. Essential Skills for Your Team
  42. 42. Overlooked Sources for Talent
  43. 43. • Your own social media - LinkedIn Premium -> All Qualified - Facebook: Use your proponents to broadcast
  44. 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. 45. “Think of your job pages as landing pages” – Rand Fishkin, Moz
  46. 46. Assess & Reward Essential Skills
  47. 47. ProblemSolving |Innovation|Persuasion|Planning &Scheduling SEO |WebAnalytics |SocialMedia |PPC |ContentMarketing|MobileMarketing| DisplayAdvertising Thinking Habits Passion Soft Skills Level 3Hard Skills (Discipline Specific) Level 2 Hard Skills
  48. 48. Small Gift Manager’s Guide to Building, Motivating, and Managing Digital Marketing Teams
  49. 49. http://mo.am/manage John Marshall CTO & Co Founder Market Motive jmarshall@marketmotive.com
  50. 50. What’s done and what’s legal
  51. 51. No more one trick ponies
  52. 52. Image by Myk Martinez http://www.mykmartinez .com Copyright 2010 GoldFish-Ink Cartoon Studios Used with permission
  53. 53. See Rand Fishkin’s “T-Shaped Web Marketer” http://moz.com/rand/the-t-shaped-web-marketer/

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