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Technical Marketing
- 1. Technical skills for marketers Gaining the skills you need to be indispensable
- 2. Tw i Lin tter Ch J ief ked In @j Ma amie http amies rke ://li nke ting Steve din .co Off n m/i ice /jam n r ies
- 3. Technical marketers? Do they really exist?
- 8. It’s the skills that matter.
- 9. Generalist Breadth of knowledge Depth of knowledge Specialist YOU NEED BOTH!
- 10. These skills are precious...
- 11. Becoming a necessity? Facebook only hires marketers that are technical.
- 12. What’s a technical marketer capable of?
- 13. Determine an area for improvement Repeat purchases! Let’s get more...
- 14. Devise a strategy Hmm. Let’s send an email to customers who’ve made 1 purchase, but none in the past 3 months.
- 15. Forecast the improvement 50,000 recipients (estimated) This seems worth my time. 27,500 see the email (55% open rate) 5,500 see the landing page (20% click CTA) 357 purchase (6.5% conversion w/ coupon) $8,576 in revenue (357 x $23.99 average order)
- 16. Pull customer list from database SELECT * FROM customers WHERE email IS NOT NULL AND purchase_count = 1 AND last_purchase < ‘2012-06-01’ 63,400 recipients Hmm, looks like more people than I thought! CSV
- 17. Wireframe the email, and write the copy Let’s keep it simple, and use straightforward copy.
- 18. Design and code the email template Jamie, here’s a 20% coupon just for Valid on any full price item in our Redeem Expires Oct. 31st, We hope you’re enjoying your Incase purchase! No designer or Here’s an opportunity to get another one at 20% web developer off. But hurry, this is a limited time offer just to needed. I got it! customers like you. With love, The incase
- 19. Instrument end-to-end tracking URL with Google Analytics campaign code Landing Email page with system with Google robust Tracking code in Analytics analytics place, and my page code test click appears in GA.
- 20. Launch the campaign SEND! Hooray! It’s Miller time.
- 21. Evaluate results Email analytics Google Analytics E-commerce data $9,730 in direct sales! My estimate was very close. Excel
- 22. Automate for ongoing success Customer Database Email System New customers data SQL API Scheduled monthly email to pre-configured list Scheduled script to pull new customers from DB Let’s run this and add to email campaign system through API automatically every month.
- 23. Correlate those that receive email with purchases Statistics work in Excel Un-emailed users correlation with repeat purchase .22 Email recipient correlation with repeat purchase .67 Are emails increasing organic sales? They are!
- 24. Rinse & repeat Let’s find another thing to improve.
- 25. What skills should we pursue?
- 26. Technical Marke ter yield: 1 kick-ass employee 12 ingredients • databases & sql • forecasting/statistics • web technology • excel • web development • technical SEO • web design & ux • content platforms • copywriting • email technology • analytics • e-commerce tech
- 27. 1 Databases & SQL Pull your own data. Understand how databases work and create your own. - Structured-query-language (SQL) - http://www.w3schools.com/sql/default.asp - http://sqlzoo.net/ - http://sql.learncodethehardway.org/ - Data types - http://www.w3schools.com/sql/sql_datatypes.asp - MySQL database server - http://dev.mysql.com/tech-resources/articles/mysql_intro.html
- 28. 2 Web development Build web pages and emails. Use JavaScript to add functionality. Utilize server side scripting. - HTML/CSS - http://teamtreehouse.com/library - http://learncss.tutsplus.com/ - http://www.html5rocks.com/en/tutorials/ - JavaScript - http://www.codecademy.com - http://net.tutsplus.com/tutorials/javascript-ajax/the-best-way-to-learn-javascript/ - http://teamtreehouse.com/library/websites/javascript-foundations - Scripting - PHP: http://devzone.zend.com/6/php-101-php-for-the-absolute-beginner/ - Python: http://www.learnpython.org/ - Rails: http://railsforzombies.org/
- 29. 3 Web technology Understand how HTTP and web servers work. Harness the power of the query string. - HTTP - http://www.garshol.priv.no/download/text/http-tut.html - Web Servers/Apache - http://httpd.apache.org/docs/2.0/misc/tutorials.html - http://articles.slicehost.com/apache - http://www.devshed.com/c/a/Apache/Apache-and-the-Internet/1/ - .htaccess - https://my.bluehost.com/cgi/help/htaccess - http://httpd.apache.org/docs/2.2/howto/htaccess.html - Query String - http://www.dotnetfunda.com/articles/article974-how-to-work-with-querystring.aspx - (need more resources here!)
- 30. 4 Web design & UX Pick up some design skills. Give better wireframes to your designers, or design it yourself. - Wireframing - http://sixrevisions.com/user-interface/website-wireframing/ - http://www.wireframeshowcase.com/ - http://www.balsamiq.com/ - Web Design - http://webdesign.tutsplus.com/ - http://www.alistapart.com/topics/design/ - http://teamtreehouse.com/library - Image formats - http://webdesign.tutsplus.com/articles/general/image-types-and-usage-in-web-design/ - Photoshop - http://www.photoshop.com/learn - http://www.lynda.com/Photoshop-training-tutorials/279-0.html
- 31. 5 Copywriting Learn to write for the web, email and social marketing channels. Be creative AND pithy. - Writing for the web - http://www.useit.com/papers/webwriting/ - http://www.copyblogger.com/copywriting-101/ - http://www.amazon.com/The-Copywriters-Handbook-Third- Edition/dp/0805078045/ref=sr_1_3? ie=UTF8&qid=1349289270&sr=8-3&keywords=web+copywriting - Writing for email - http://www.constantcontact.com/learning-center/hints-tips/em/ copywriting.jsp
- 32. 6 Analytics Know how you’re doing. Evaluate performance and determine how to make it better. - Metrics/methodologies - http://www.kaushik.net/avinash/web-analytics-demystified/ - Google Analytics - http://blog.kissmetrics.com/50-resources-for-getting-the-most-out-of-google- analytics/ - http://www.kaushik.net/avinash/google-analytics-tutorial-8-valuable-tips-to-hustle- with-data/ - KPIs of Web Analytics - http://www.kaushik.net/avinash/rules-choosing-web-analytics-key-performance- indicators/ - Google Analytics Web Query Explorer - http://ga-dev-tools.appspot.com/explorer/
- 33. 7 Forecasting & Statistics Predict the future. Create a forecast or budget. Run correlations and regression analyses. - Forecasting and budgeting - http://www.slideshare.net/sirris101/building-a-2012-marketing-budget - http://docs.cdn.marketo.com/Marketing-Forecasting-Whitepaper.pdf - Statistics for marketing - http://www.investopedia.com/articles/financial-theory/09/regression-analysis- basics-business.asp#axzz28GLwas9H - http://www.amazon.com/Head-First-Statistics-Dawn-Griffiths/dp/0596527586/ - *** - Market research technology - Google Consumer Surveys: http://www.google.com/insights/consumersurveys/ home - Data publishers: Quantcast, Hitwise, Compete (questionable accuracy in my experience)
- 34. 8 Excel Become an Excel ninja. Use PivotTables to find qualitative answers. Use VLOOKUPs to - Excel - http://office.microsoft.com/en-us/excel/excel-skills-builderlearn-how-to-create- spreadsheets-and-workbooks-use-formulas-and-perform-data-analysis- FX102592909.aspx - http://www.distilled.net/excel-for-seo/ - PivotTables - http://office.microsoft.com/en-us/excel-help/pivottable-i-get-started-with- pivottable-reports-in-excel-2007-RZ010205886.aspx - VLOOKUPs - http://office.microsoft.com/en-us/excel-help/vlookup-HP005209335.aspx
- 35. 9 SEO Become an SEO-friendly web developer. Use your knowledge of HTTP to fix on-site issues. - On-site SEO - http://www.seomoz.org/learn-seo/on-page-factors - http://www.seobook.com/learn-seo/on-page-seo.php - Redirects, rel-canonicals - http://www.seomoz.org/blog/301-redirect-or-relcanonical-which- one-should-you-use - HTTP status codes - http://www.seomoz.org/learn-seo/http-status-codes
- 36. 10 Content Platforms Know how to publish your wonderful words and code. Use the right tool for the job. - Web Hosting - http://www.w3schools.com/hosting/host_intro.asp - http://reviewsignal.com/webhosting/ - WordPress - http://codex.wordpress.org/Getting_Started_with_WordPress - http://learn.wordpress.com/ - Drupal - http://drupal.org/documentation - http://www.lynda.com/Drupal-training-tutorials/186-0.html
- 37. 11 Email Technology Learn how to send email effectively. Utilize the power of a robust email platform. - SMTP Protocol - http://utcc.utoronto.ca/usg/technotes/smtp-intro.html - Deliverability - http://www.aweber.com/blog/email-deliverability/email-deliverability-tips.htm - http://blog.deliverability.com/best-practices/best-practices-standards - http://www.smashingmagazine.com/2007/10/16/best-practices-for-bulletproof-e- mail-delivery/ - Email Platforms - Transactional: SendGrid, Postmark, Mandrill - Hosted: ExactTarget, Bronto, MailChimp, Constant Contact - Automated: HubSpot, Marketo, Eloqua
- 38. 12 E-commerce Tech Learn to accept money graciously. Discover how SSL works, PCI compliance and industry vendors. - SSL - https://developer.mozilla.org/en-US/docs/Introduction_to_SSL - http://onlamp.com/onlamp/2008/03/04/step-by-step-configuring-ssl-under-apache.html - PCI Compliance - http://www.pcicomplianceguide.org/pcifaqs.php - http://www.practicalecommerce.com/articles/629-What-Is-PCI-Compliance-And- Should-Merchants-Be-Concerned-About-It- - Payment Technology and Vendors - The full stack: Recurly, Stripe, Braintree. - More on Stripe: http://net.tutsplus.com/tutorials/other/so-you-want-to-accept-credit- cards-online/ - The banks: Chase PaymentTech, FirstData - The middlemen: Authorize.net, PayPal, Intuit Payments
- 39. A Swiss Army knife
- 40. An unstoppable force of marketing limited only by your own creativity
- 41. Become indispensable you
- 42. THANKS! Jamie Steven Chief Marketing Officer, SEOmoz @jamies
Editor's Notes
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- We make SEO software.\nSEOmoz isn't sophisticated with our FP&A.\nBut we do have a complex marketing operation.\nWe don&#x2019;t have a sales team.\nMulti-discipline and multi-channel approach.\nYMMV- I&#x2019;ve come up as an online-marketer, and affects this advice.\n
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