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INBOUND15
TECHNICAL MARKETING IS
THE PRICE OF ADMISSION
Michael King (@iPullRank)
Founder, iPullRank
INBOUND15
DOWNLOAD THIS DECK
http://bit.ly/stock-marketing
@iPullRank #INBOUND15
This is the stock market as most of
us know it.
@iPullRank #INBOUND15
When you think of the stock market,
you think of guys like this.
@iPullRank #INBOUND15
Really, this is the stock market as it
actually exists today.
@iPullRank #INBOUND15
For years traders felt like the markets
“weren’t the markets" anymore, but
didn’t know why.
@iPullRank #INBOUND15
It wasn’t until “flash crash” of May 6,
2010 that brokers really started to
understand
@iPullRank #INBOUND15
ROBOTS HAD TAKEN OVER
THE MARKETS
Or rather high frequency
trading algorithms did
@iPullRank #INBOUND15
The SEC implemented Reg NMS to
require bid distribution across
multiple exchanges
@iPullRank #INBOUND15
LATENCY CREATES
ARBITRAGE OPPORTUNITIES
High Frequency Traders
capitalize on the
microsecond latency...
@iPullRank #INBOUND15
Front Running with HFT
Exploiting the latency between trades, they could trade
against you before yo...
@iPullRank #INBOUND15
THAT’S RIGHT. THEY
“GROWTH HACKED”
THE STOCK MARKET
@iPullRank #INBOUND15
These people embraced technology
and created an opportunity in a
fragmented marketplace
@iPullRank #INBOUND15
…while other brokers were at the
mercy of technology.
@iPullRank #INBOUND15
This was the forceful evolution of
Wall Street.
@iPullRank #INBOUND15
MARKETING HAS THE
SAME EXACT PROBLEM
@iPullRank #INBOUND15
This is Where We’re At
Now is the time to find
the crevices in the
market to see outsized
returns.
@iPullRank #INBOUND15
We’re Not Ready for Right Now...
Most marketers feel that their team is not ready to handle
today’s ...
@iPullRank #INBOUND15
We’re Not Maximizing
Most people are using
their marketing
technology just for email
marketing.
@iPullRank #INBOUND15
How About the IoT?
So where does that
leave marketing for the
upcoming explosion of
the Internet of ...
@iPullRank #INBOUND15
It leaves you right here.
Not ready for what hit you.
@iPullRank #INBOUND15
We All Agree IoT is Next
Senior marketers agree that IoT is the next big thing, but
there’s a discon...
@iPullRank #INBOUND15
…But Few Are Ready
We are on the verge of
a technological
revolution that
marketers are not ready
to...
@iPullRank #INBOUND15
Technical Expertise Not Needed?
Marketers marketing to marketers want you to believe that
technical ...
@iPullRank #INBOUND15
HAVE YOU HEARD OF
JAVASCRIPT?
JavaScript MVW
frameworks have made
content accessibility a little
mor...
@iPullRank #INBOUND15
ANGULAR’S GROWTH IS A
KEY REASON WHY
SEO is more technical
than ever before,
actually.
@iPullRank #INBOUND15
“NO IMPLEMENTATIONS
UNTIL 2017”
And still you are at the
mercy of technology
and your development
te...
@iPullRank #INBOUND15
SECRET: NOTHING IS
EVER THAT HARD.
Developers are seen as magicians
so they get away with a lot beca...
@iPullRank #INBOUND15
This is exactly why “growth hackers”
are eating your food.
@iPullRank #INBOUND15
The New Normal
Companies like Facebook only hire technical marketers.
This is fast becoming the new ...
@iPullRank #INBOUND15
WHAT DO YOU KNOW ABOUT
ADWORDS SCRIPTS?
Did you know some
marketers automatically
make their PPC bid...
@iPullRank #INBOUND15
EVER RETARGET THE
WRONG PERSON?
Did you know that’s
easily solved on the
frontend multiple
different...
@iPullRank #INBOUND15
EVER WANTED TO RETARGET
JUST ONE PERSON?
Cookie pools have
minimums, but I solved
that with a few li...
@iPullRank #INBOUND15
Did You Know Your Ad
Network Will Like to You?
If you’re not savvy enough to
figure it out, you coul...
@iPullRank #INBOUND15
Does Programmatic Scare You?
The programmatic ad marketplace is not much different
from high frequen...
@iPullRank #INBOUND15
THIS IS NOT ABOUT
LEARNING TO CODE
It’s about understanding possibilities
and communicating effectiv...
@iPullRank #INBOUND15
OH, You’re Still Siloing Your
Teams?
Despite how ineffective it
is, companies still take an
assembly...
@iPullRank #INBOUND15
The modern marketing team must
have developers on it.
@iPullRank #INBOUND15
81%
Of big firms now have a chief
marketing technologist. This is
good news.
Gartner
@iPullRank #INBOUND15
WE ARE MATH MEN
AND MAD MEN.
It’s about understanding possibilities
and communicating effectively wi...
@iPullRank #INBOUND15
STAY CURIOUS ABOUT
YOUR TECHNOLOGY1
@iPullRank #INBOUND15
Change the Perception
Marketers are OK with
not knowing how things
work which makes
developers dismi...
@iPullRank #INBOUND15
It’s like speaking French in Paris.
They’ll just be happy that you tried.
@iPullRank #INBOUND15
Stay Up on Coding Trends
What’s popular in the
development community
dictates where trends
are going...
@iPullRank #INBOUND15
Learn from what the market is doing
@iPullRank #INBOUND15
Learn Your Tools Well
I’ve never seen an instance of Omniture set up properly. I
rarely see someone ...
@iPullRank #INBOUND15
Push Your Tools to the Limits
@iPullRank #INBOUND15
Stay Curious About Your Data
@iPullRank #INBOUND15
Discover what is possible.
@iPullRank #INBOUND15
ESTABLISH A BASELINE
OF TECHNICAL SKILLS2
@iPullRank #INBOUND15
Establish a Baseline of
Skills
Everyone on the iPullRank
team knows HTML, CSS,
SEO and Google Analyt...
@iPullRank #INBOUND15
T-Shaped Marketer
Modern marketers must
have a working
knowledge of many
different disciplines with
...
@iPullRank #INBOUND15
Cornerstones Haven’t Changed
Fundamentally,
marketing is still the
same. The medium,
tools, and spee...
@iPullRank #INBOUND15
HTML & CSS
Learn how to build a web page.
https://www.codecademy.com/tracks/web
@iPullRank #INBOUND15
JavaScript
Learn how to make a dynamic webpage.
https://www.codecademy.com/tracks/javascript
@iPullRank #INBOUND15
APIs
Learn how to make applications talk to each other.
https://www.codecademy.com/apis
@iPullRank #INBOUND15
SQL
Learn how to work with databases.
https://www.codecademy.com/courses/learn-sql
@iPullRank #INBOUND15
Search Engine Optimization
Learn how to make content visible.
http://www.distilled.net/u/
@iPullRank #INBOUND15
Pay Per Click
Learn how to advertising auctions work.
https://support.google.com/partners/answer/612...
@iPullRank #INBOUND15
Content Strategy
Learn how to make useful and usable content.
http://thecontentstrategytoolkit.com
h...
@iPullRank #INBOUND15
User Experience
Learn how to plan user experiences that work for your
target audience. http://www.ux...
@iPullRank #INBOUND15
Measurement
Learn how to measure the performance of marketing
activities. https://analyticsacademy.w...
@iPullRank #INBOUND15
Data Mining
Learn how to dig
through your idea to
identify opportunities.
https://www.coursera.org/s...
@iPullRank #INBOUND15
Optimization
Learn how to optimize experiences for the completion of
business objectives. http://do....
@iPullRank #INBOUND15
TOOLS YOU SHOULD
KNOW AS MATH MEN3
@iPullRank #INBOUND15
Tools Create Oppportunities
Tools can be transformative to workflows and efficiency.
They can also c...
@iPullRank #INBOUND15
API Growth
APIs have exploded in the last 5 years. There’s more
structured data available than ever ...
@iPullRank #INBOUND15
MarTech Landscape
Don’t worry, most of this stuff sucks and tried and true or
free open source solut...
@iPullRank #INBOUND15
“Tools must shift from lines of
code to declarative tools that allow
business analysts to drag and d...
@iPullRank #INBOUND15
No Code is MarTech’s
Best Trend
Tools like Optimizely, Google Tag
Manager, Zapier and Unbounce put
t...
@iPullRank #INBOUND15
MySQL
Excel’s million row limit isn’t going to cut it in the big data
environment. http://www.mysql....
@iPullRank #INBOUND15
MySQL for Excel
Pull your preprocessed query data into Excel.
https://www.mysql.com/why-mysql/window...
@iPullRank #INBOUND15
Google Analytics
Google Analytics is more than everything you need for
effective measurement. http:/...
@iPullRank #INBOUND15
Programmable Web
Stay in the know about what data is available.
http://www.programmableweb.com
@iPullRank #INBOUND15
GA Query Explorer
Get the most out of GA by querying the API.
https://ga-dev-tools.appspot.com/query...
@iPullRank #INBOUND15
Google Tag Manager
Google Tag Manager is the future of measurement setups.
http://tagmanager.google....
@iPullRank #INBOUND15
CHECK OUT OUR FREE
GUIDE TO GTM
http://ipullrank.com/google-tag-manager
@iPullRank #INBOUND15
Klipfolio
Connect all your data sources into stakeholder dashboards
http://www.klipfolio.com
@iPullRank #INBOUND15
Orange
Make data mining a
visual process rather
than just a mathematical
one.
http://orange.biolab.si
@iPullRank #INBOUND15
FullContact
Enhance data on your users based on their email
addresses. http://www.fullcontact.com
@iPullRank #INBOUND15
Local Web Server
Download a web server for building and testing.
https://www.apachefriends.org/index...
@iPullRank #INBOUND15
URLProfiler
Understand content’s performance quickly across every
metric that matters http://www.url...
@iPullRank #INBOUND15
MailChimp
From newsletters to trigger emails for marketing
automation, MailChimp is usually all you ...
@iPullRank #INBOUND15
Zapier
Automate your app connections. Achieve scale and
efficiency http://www.zapier.com
@iPullRank #INBOUND15
Kimono Labs
Scrape content from websites without any code.
https://www.kimonolabs.com/
@iPullRank #INBOUND15
Mautic
Open source Marketing Automation.
http://www.mautic.com
@iPullRank #INBOUND15
Postman
Test out APIs without any code.
http://www.getpostman.com
@iPullRank #INBOUND15
Unbounce
Build landing pages without any code.
http://www.unbounce.com
@iPullRank #INBOUND15
Optimizely
Build conversion tests without any code.
http://www.optimizely.com
@iPullRank #INBOUND15
Personyze
Do drag and drop personalization for free.
http://www.personyze.com
@iPullRank #INBOUND15
Chrome Developer Tools
Understand the code on your page.
Ctrl+Shift+I in Chrome.
@iPullRank #INBOUND15
WordPress
The only CMS you’ll ever need
http://www.wordpress.org
@iPullRank #INBOUND15
THE MODERN
MARKETING PROCESS4
@iPullRank #INBOUND15
You’re a Conductor
Your job as a modern
marketer is to be a
conductor across many
disciplines.
@iPullRank #INBOUND15
Strategic Planning
You need to be able to
bring a strategy together
from end to end that also
covers...
@iPullRank #INBOUND15
Be prepared to execute it yourself.
If you must.
@iPullRank #INBOUND15
Process STRATEGIC
PLANNING
CONTENT
STRATEGY
TECHNICAL
DEVELOPMENT
PROMOTIONMEASUREMENT
OPTIMIZATION
@iPullRank #INBOUND15
Workflow STRATEGIC
PLANNING
CONTENT
STRATEGY
TECHNICAL
DEVELOPMENT
PROMOTIONMEASUREMENT
OPTIMIZATION
@iPullRank #INBOUND15
Model
Identify a performant segment of your audience
Develop a hypothesis
Launch something to suppor...
@iPullRank #INBOUND15
“Only teams where there’s cross-discipline
understanding are going to be able to produce
truly excep...
@iPullRank #INBOUND15
Go Get Em!
@iPullRank #INBOUND15
ALLOW ME TO
INTRODUCE MYSELF
@iPullRank #INBOUND15
My name is Mike King.
@iPullRank #INBOUND15
I Own An Shop Called iPullRank
@iPullRank #INBOUND15
This Is What We Do
Hitting the Right Targets Making Software Work Paid Media Amplification Making th...
@iPullRank #INBOUND15
This Is What We Do
Earned Media Taking the Message to the User Performance Insights Testing and Lear...
@iPullRank #INBOUND15
We’d Love to Help You Out
@iPullRank #INBOUND15
That’s All I’ve Got!
@iPullRank #INBOUND15
THANK YOU / Q&A
MICHAEL KING
FOUNDER
IPULLRANK
@iPullRank
mike@ipullrank.com
http://ipullrank.com
DO...
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Build conversion tests without any code.
http://www.optimizely.com

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