Presentation i gave to the Adobe EMEA Marketing team, sharing my experiences as a CMO, what's important to me and how they should think about approaching CMOs like me. Also includes some thoughts on building a career in marketing.

1. Hello John Watton, June 2010

3. 0.1%

6. A bit about ShipServ E-marketplace. $1.5bn in GMV per annum Connect B2B buyers & sellers in shipping Flexible monetisation model Some Freemium elements Buyer Subscriptions Seller listings and advertisements Go-to-market approach Regional direct sales (10+) Philippines-based telesales team (50+)

8. Need to move from broadcast to conversation

11. vs The balance

16. Challenges & needs Challenges Development & execution of business strategy Improving customer experience Bringing new products to market Keeping our VC/shareholders happy Take company to “next event” Needs Do things easier, faster, cheaper Less tools, simple admin, low overhead costs Squeeze every drop out of what we create

17. Strategic “How” principles Anticipate customer needs. Far more collaborative with customers than I’ve ever been in the past. Pay more attention to what they say and do – monitoring blogs, forums and other social media. Test and Learn. An experimental, test-and-learn culture lets me prove out various tactics on a smaller scale that offsets financial risk. Build a scorecard. Over time, the ability to better build a case and own up to outcomes will result in a more effective marketing organization. Take risks. Break out of comfort zone of traditional tactics and techniques and learn to take risks. Recycle. Campaigns are never as successful as you think.

19. Publish once, distribute many & keep our own “dial tone” RSS twitter web facebook Linkedin

21. Listen

22. Nurture

23. Participate

24. Inspire

25. Trusted service

26. Entertain“Always-on” Campaigns

31. eConsultancy MarketingProfs Agencies Peers TechCrunch Slashdot The Register Mashable GigaOM Techmeme Marketing Technology Business WIRED F@st company

35. 1. Don’t be afraid to experiment

36. 2. Network

37. 3. Track your achievements (and be proud)

38. 4. Engage with social media – it’s the future!

39. 5. Get into a (career) routine

40. 6. Be authentic