Expand for notes! Here's my presentation from the Full Stack Marketing Day at the 2016 Turing Festival. In this talk, I looked at the skills the modern marketer requires to be effective and offer real value. Notes: S2 - GIF showing fist-bump - I got whole audience to fistbump those next to them S3 - Pic from last year's event S4 - At this point I introduced that fact that there are so many marketing tools on the market (joke re Kanye & Kim being tools) S5 - 7 - I asked the crowd to choose the answer and Jay Baer told them it (B!) S9 - This shows all of the tools on the market as of March 2016 S10 - I was going to do this talk based on marketing tech, but I changed my mind and decided I wanted to discover what the marketing community thought the key skills were for marketers today. S11 - But the community told me I was wrong as I'd only listed 'hard-skills' such as SEO, digital advertising etc. They did give their opinions though. S12 - Writing was the No1 choice. S13 - I told people not to get too focussed on 'storytelling' as it can create too much pressure S14 - 15 Conversion Rate Optimisation was the 2nd skill and Talia Wolf told us why. It gives us vital data on how our audience acts and interacts. S17 - The 3rd skill was Analytics, this was a joke slide. It's not about finding the data, but knowing what to do with it. S18 - At this point I explained that all hard skills can be learned. We're not robots, we're humans, and we market to humans. It's our brains and feelings that allow us to do this. It's the 'soft-skills' that count. I then went through the top 3 S19 - The number 1 soft-skill is Curiosity. You need to want to learn and test at all times. Not just reading, but executing. S20 - This is the blog I started in 2009 as I was curious about social media marketing. It's responsible for my career! S21 - The 2nd skill is adaptability. Marketing constantly changes for the good and for the bad and we need to be able to handle and thrive within that S22 - The T-shaped marketer shows the areas we need knowledge/experience of and then the vertical bar states that we needs to specialise. S23 - I joked that I have a fear of Pandas and Penguins due to SEO S24 - Empathy is a key skill. If we can't put ourselves in the shoes of our customers and prospects and the problems they face, the emotions they create, then we can't effectively market to them. We also need to have empathy with the different areas of our business. Once we looking inwardly, we can look outwardly.

1. Got the Skills to Pay the Bills?
Mike McGrail (@mike_mcgrail)
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2. @mike_mcgrail | Full Stack Marketing 2016

3. @mike_mcgrail | Full Stack Marketing 2016

4. @mike_mcgrail | Full Stack Marketing 2016

5. @mike_mcgrail | Full Stack Marketing 2016

6. A - 2761
B - 3874
C - 4121
How many marketing
technology tools are on
the market?
@mike_mcgrail | Full Stack Marketing 2016

8. Thanks @jaybaer!
@mike_mcgrail | Full Stack Marketing 2016

10. @mike_mcgrail | Full Stack Marketing 2016

11. @mike_mcgrail | Full Stack Marketing 2016

12. @mike_mcgrail | Full Stack Marketing 2016
Writing

13. “Marketing is no longer about
the stuff that you make, but
about the stories you tell.”
- Seth Godin
@mike_mcgrail | Full Stack Marketing 2016

14. @mike_mcgrail | Full Stack Marketing 2016
CRO

16. Thanks @TaliaGW!
@mike_mcgrail | Full Stack Marketing 2016

17. <insert shit
stock-image depicting data and
analytics here>
@mike_mcgrail | Full Stack Marketing 2016

18. @mike_mcgrail | Full Stack Marketing 2016

19. @mike_mcgrail | Full Stack Marketing 2016
Curiosity
@mike_mcgrail | Full Stack Marketing 2016

21. Adaptability
@mike_mcgrail | Full Stack Marketing 2016

23. #seojoke
@mike_mcgrail | Full Stack Marketing 2016

24. @mike_mcgrail | Full Stack Marketing 2016
Empathy

25. Win!

26. Thanks!
I’m @mike_mcgrail everywhere
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