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Technical Marketing

Technical Skills for Marketers -- gaining the skills you need to be indispensable
There's been a lot of talk of roles like Growth Hackers, Marketing Ninjas and Technical Marketers in the past year; regardless of if you subscribe to these labels, technical marketing skills are becoming a requirement to be a successful in online marketing. The marketers who know SQL, can write code or use PivotTables in Excel will be the most desirable and productive individuals in our industry. In this talk, Jamie will discuss the technical skills every online marketer should be developing along with strategies and resources on how to get there.

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Technical Marketing

  1. 1. Technical skills formarketersGaining the skills you need to beindispensable
  2. 2. Tw iLin 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. 3. Technical marketers? Do they really exist?
  4. 4. Growth hacker?http://andrewchen.co/2012/04/27/how-to-be-a-growth-hacker-an-airbnbcraigslist-case-study/
  5. 5. Marketing ninja?
  6. 6. Technical marketer?
  7. 7. It doesn’t matter.http://www.layeredthoughts.com/startups/growth-hacking-is-bsits-all-just-marketing
  8. 8. It’s the skills that matter.
  9. 9. Generalist Breadth of knowledge Depth of knowledgeSpecialist YOU NEED BOTH!
  10. 10. These skills are precious...
  11. 11. Becoming a necessity? Facebook only hires marketers that are technical.
  12. 12. What’s a technicalmarketer capable of?
  13. 13. Determine an area for improvement Repeat purchases! Let’s get more...
  14. 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. 15. Forecast the improvement50,000 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. 16. Pull customer list from databaseSELECT * FROM customers WHERE email IS NOT NULLAND purchase_count = 1 AND last_purchase < ‘2012-06-01’ 63,400 recipients Hmm, looks like more people than I thought! CSV
  17. 17. Wireframe the email, and write the copy Let’s keep it simple, and use straightforward copy.
  18. 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. 19. Instrument end-to-end tracking URL with Google Analytics campaign code LandingEmail page withsystem with Googlerobust Tracking code in Analyticsanalytics place, and my page code test click appears in GA.
  20. 20. Launch the campaign SEND! Hooray! It’s Miller time.
  21. 21. Evaluate results Email analytics Google Analytics E-commerce data $9,730 in direct sales! My estimate was very close. Excel
  22. 22. Automate for ongoing successCustomer 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. 23. Correlate those that receive email withpurchases 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. 24. Rinse & repeat Let’s find another thing to improve.
  25. 25. What skills should we pursue?
  26. 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. 27. 1 Databases & SQLPull your own data. Understand howdatabases 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. 28. 2 Web developmentBuild web pages and emails. Use JavaScript to addfunctionality. 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. 29. 3 Web technologyUnderstand 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. 30. 4 Web design & UXPick up some design skills. Give better wireframes toyour 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. 31. 5 CopywritingLearn to write for the web, email and socialmarketing 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. 32. 6 AnalyticsKnow how you’re doing. Evaluate performanceand 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. 33. 7 Forecasting & StatisticsPredict the future. Create a forecast or budget. Runcorrelations 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. 34. 8 ExcelBecome an Excel ninja. Use PivotTables tofind 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. 35. 9 SEOBecome an SEO-friendly web developer. Use yourknowledge 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. 36. 10 Content PlatformsKnow how to publish your wonderful words andcode. 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. 37. 11 Email TechnologyLearn how to send email effectively. Utilize thepower 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. 38. 12 E-commerce TechLearn to accept money graciously. Discover howSSL 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. 39. A Swiss Army knife
  40. 40. An unstoppable force of marketinglimited only by your own creativity
  41. 41. Become indispensable you
  42. 42. THANKS! Jamie StevenChief Marketing Officer, SEOmoz @jamies