#CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)

Track: Personal Transformation & Growth

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@mparkerbyrd

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CPA, CPC, CP…What?!The Non-Marketer’s Guide to Marketing

Matt Byrd

Senior Marketing Manager, Litmus

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How I came to <3 email


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My career path


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Nobody wants to be a digital marketer


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What kids want to be when they grow up

• Police officer – 16%• Zookeeper – 14%• Firefighter – 13%• Doctor – 10%• “I don’t want to work” – 6%• Digital marketer – 0%


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MarketingComputer ScienceVisual Communication

CommunicationGraphic DesignAdvertisingArtBusinessMultimedia Production

Digital Art

Chemical Engineering

FinanceAnthropology

GermanViolin PerformanceArchitecture

TheaterBroadcast

BiologyJournalism

Criminal JusticeMicrobiologyPolitical ScienceEconomics

ClassicsSecretarial Training

MusicIT

PsychologyFilm

The backgrounds of digital marketers


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@mparkerbyrd

MarketingComputer ScienceVisual Communication

CommunicationGraphic DesignAdvertisingArtBusinessMultimedia Production

Digital Art

Chemical Engineering

FinanceAnthropology

GermanViolin PerformanceArchitecture

TheaterBroadcast

BiologyJournalism

Criminal JusticeMicrobiologyPolitical ScienceEconomics

ClassicsSecretarial Training

MusicIT

PsychologyFilm

53% of digital marketers have had no relevant, formal training.

The backgrounds of digital marketers


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@mparkerbyrd

“Email marketing is something I stumbled upon and kind of didn't expect to like it

as much as I do now.”Laura Manley

Email Marketing Team Lead


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“My first exposure to HTML was during a marketing internship. My boss gave me a ‘Teach Yourself HTML’ book and told me to ‘learn this.’”

Tommy GrimesEmail

Marketing Manager


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“There are still no real good courses. By the time something is a best practice, the course is still 3

years away from existing.” Dave Mossop

Manager, Interactive Marketing


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Key takeaway:None of us know what we’re doing.

We’re figuring it out as we go.

…And you can too!


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What’s a digital marketer to do, then?


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To navigate the ever-changing digital landscape…

1 2 3

Focus on networking

Read, read, read

to stay current

Realize you know more than

you think


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Networking


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Networking: Twitter

It’s the water cooler of our industry.

Follow (and interact with):• Thought leaders• Other marketers• Conference hashtags • Marketing brands/vendors


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Networking: Twitter

Not participating on Twitter at marketing

events =Skipping the reception at a wedding


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Networking: Twitter

MARKETING/STRATEGY• @kyleplacy• @litmusapp• @exacttarget• @meladorri• @unmarketing• @chadswhite• @email_expert• @jkrohrs• @mparkerbyrd


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Networking: Twitter

MARKETING/EMAIL DESIGN• @rodriguezcommaj• @KEVINgotbounce• @iamelliot• @becskr• @omgitsonlyalex• @yarcatt• @flcarneiro• @briangraves• @stylecampaign


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Networking: Twitter

Always follow up with people you meet!


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Networking: Real, living, breathing people

I am pretty introverted.

Talking to strangers is hard for me.

The worst things in the world are ice breakers.


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TEDCNTACC

CHEESY ICE BREAKERS.

I HATE THEM.


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Networking: Real, living, breathing people

So let’s do one!


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Read to stay current


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The first 15: Give yourself 15 minutes

Start each workday with 15 minutes of industry news and blogs.

Make it easy by using a newsreader, like Feedly


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A few must-reads

http://blog.exacttarget.com

http://www.litmus.com/blog

https://www.campaignmonitor.com/blog

http://www.clickz.com

http://blog.kissmetrics.com

http://www.growthhackers.com

http://blog.exacttarget.com/

http://www.litmus.com/blog



http://www.clickz.com/

http://blog.kissmetrics.com/

http://www.growthhackers.com/


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A few must-reads

http://www.marketingprofs.com

http://www.moz.com/blog

http://www.copyblogger.com/blog

http://www.unmarketing.com

http://www.searchengineland.com

http://www.marketingprofs.com/

http://www.moz.com/blog

http://www.copyblogger.com/blog

http://www.unmarketing.com/

http://www.searchengineland.com/


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Some books that shaped my thinking

YOUtility – Jay Baer

Data Smart – John Foreman

Audience – Jeff Rohrs

Lean Analytics – Alistair Croll and Benjamin Yoskovitz


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For basic technical skills…

You don’t need to be an HTML expert, but you should understand the fundamental concepts.


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Understand a lot; specialize in a little


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Pro tip: Bringing it all together!

If you particularly enjoy an author’s blog post or book,

tweet at them and let them know!


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Realize you know more than you think


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Be more concerned with qualities than specificknowledge


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be

scrappy


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be

goal-oriented


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be

daring


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be

curious


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be

a sponge


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be

on your toes


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but above all else…


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be

a human being


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Think about people first.Everything else will follow.


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Before we go…


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Pro tip: Get the most out of conferences

You are here to get ideas and meet people.

Make sure you do both.


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Pro tip: Get the most out of conferences

NewPeople

Short-term Wins

Long-termIdeas


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Take the after-session survey!

Take the Survey in the Connections 2014 Mobile App

Join the Conversation!

Prizes!

$50Starbuck

sGift Card Session speaker

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Questions?


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CUSTOMER JOURNEY SHOWCASE

MARKETING THOUGHT LEADERS

EMAIL MARKETING PRODUCT STRATEGY& ROADMAP

PERSONAL TRANSFORMATION

& GROWTH

SOCIAL MARKETING MOBILE & WEB MARKETING

DEVELOPERS HANDS-ON TRAINING

INDUSTRY TRENDSETTERS

CREATIVITY & INNOVATION

SALESFORCE FOR MARKETERS

ROUNDTABLES


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#CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)

Documents

personal transformation

marketers guide