What I’ve learnt about marketing from people who hate marketing. Nicole Williams, Marketing Manager, SilverStripe
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What I’ve learnt about marketingfrom people who hate marketing.
Nicole Williams, Marketing Manager, SilverStripe
64 SilverStripers
44 Developers
1 Marketer…
65 SilverStripers
44 Developers
2 Marketers!
“An ad that pretends to be art is - at absolute best - like
someone who smiles at you only because he wants something
from you. This is dishonest, but what’s insidious is the
cumulative effect that such dishonesty has on us; since it offers
the perfect simulacrum of goodwill without goodwill’s real
substance, it messes with our heads and eventually starts
upping our defenses even in cases of genuine smiles and real art
and true goodwill. It makes us feel confused and lonely and
impotent and angry and scared. It causes despair.”
David Foster Wallace, author and English professor
Image: http://www.entrepreneur.com/article/241644
Marketing tips from people whohate marketing?
ChallengeHow do we deliver the most value?
Lesson 1:
Continuous Improvement wins over perfection
http://www.silverstripe.com/what-we-do/services/agile/
Many little experiments over one big bet.
Plan. Create.
Release. Measure.Repeat.
Experiments have: A hypothesis
A control A test
Results Conclusion
ChallengeIs it working?
Lesson 2:
Be driven by data, not opinions
“Half my advertising is wasted,
I just don’t know which half.”
- John Wannamaker, US Retailer
What is your most important metric?
SilverStripe Open Source SoftwareOur 1 key metric?
Software downloads?
The number of new developerswatching our online lessons.
Hypothesis:
Traffic from homepage
was “cold”
No clear start point
No expectation of
outcome
25% Conversion
Changes:
Changed homepage
link label to “warm”
Spelled out what
lessons would provide
Created a 1-hour series
75% Conversion
Hypothesis Control
Test Results
Conclusion?
Low-fi wins.
ChallengeHow do we build software users will love?
Lesson 3:
Your customers are NOT
Stereotypes
Personas vs Stereotypes Mother Aged 25-40 HHI $60K+
Stereotypes depersonalize.
Your fastestcaffeine fix ever.
www.nespresso.com
Take a moment for you.
www.nespresso.com
It’s never just coffee.
www.nespresso.com
It’s our job to create empathy.
Are you Technical or Non-Technical?
Flour + Yeast
Image: http://food52.com/blog/10044-dan-leader-s-4-hour-baguette
Startups don’t fail because they can’t build
the product. They fail because they can’t
get traction for their product.
~ Ryan Hoover, Founder, Product Hunt
Technical + Traction
Image: http://food52.com/blog/10044-dan-leader-s-4-hour-baguette
US Fortune 1,000 companies34 marketing directors
at board executive level That’s 0.1%
http://istart.com.au/news-items/board-level-marketers-must-embrace-data-technology-and-finance/
[Marketers must be] part artist - leading their teams to develop
inspiring campaigns; part scientist - analysing and uncovering
value from huge volumes of variable data; and part politician -
being relationships and becoming great communicators”
~ Andrea Ward, VP marketing, Oracle Marketing Cloud
Thanks!
Nicole Williams, Marketing Manager, SilverStripe
www.silverstripe.com
@envycollect | www.theenvycollection.com
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