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Turning your marketing organization into a well-oiled machine is a major pain point for the enterprise. John will talk us through all aspects including recruiting, skills assessment, development, culture, and motivation. From the Searchmetrics x Search Engine Journal June 13 conference: "SEO, Content Marketing & Analytics: Three Pillars of Online Marketing Success in 2014" at the Hotel Vitale in San Francisco.
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CTO and Founder, Market Motive
@johnmhome
John Marshall, web analytics pioneer, inventor of the
overlay view, and successful founder of ClickTracks, is
now a Market Motive founder and the company CTO. In
addition to setting the technical strategy for Market
Motive, John is deeply involved in the design of the
course delivery and learner tracking systems. He is
passionate about ensuring marketing teams efficiently
learn the latest skills and techniques. He also teaches
the instructor-lead web analytics course each quarter.
Innovation & Thinking
Work habits & Passion
Hard Skills
Soft Skills
Hard Skills “Must Have”
Online Marketing Skills: Market Direction
“I” Shaped Marketers
Problem Solving | Innovation | Persuasion | Planning & Scheduling
SEO | Web Analytics | Social Media | PPC | Content Marketing | Mobile Marketing | Display Advertising
Thinking Habits Passion Soft Skills
Level 3 Hard Skills
(Discipline Specific)
Level 2 Hard Skills
Hard Skills: Proficiency Taxonomy
Assess. Then Map Targets.
LevelCapability
Handle
1 entry Identify Works with a marketing team
2 conversant Articulate Manage or hire
3 practitionerExecute
Discipline Specific
“Billable Hours”Self sufficient
4 master CreateSME
Invents
Skill Boosts
Avg $922 Avg $761 Avg $375
Cost Of Training
Uncovering Hard Skills #1
(In advance)
• Books completed
• Who do you follow?
• Courses & Certificates
-OMCP®, DMA, University
- Check courses for authority, completeness
Uncovering Hard Skills #2
(In advance)
• Three Rules for Assessment
Testing- generally undisputed answer
- solvable in 1-10 min
- no insider facts required
Assessment Examples: SEO
Build an initial keyword list …
Name three KPIs…
40% of incoming links have
anchor of “Learn more”..
Assessment Examples: Writing
Pick a topic you are passionate about
and write 2-3 paragraphs
Pick a paragraph from our website and
rewrite it to be better… and
shorter…
… using NotePad No Spell Check!
Thinking Assessment: Problem Solving
Tests
Pros• Insight into problem
solving skills
• Can predict the
candidate approaches
problem
• Can indicate critical
thinking skills under
pressure
Cons• Upset candidates
- Social media posts
- Confused about the
job
• Sign of the times?
Google stopped June
2013
Problem Solving Tests
• Google: How many tennis balls fill a
limo? Schools in Zimbabwe?
• Market Motive: How many [widgets]
can you sell in Santa Cruz?
• Moz: Draw what our conversion funnel
would be.
Measuring Thinking: Curiosity
• 4:1 Ratio- For every four I ask, do you have one?
• What questions do you have for me?
- About Company Job or Team…
• Moz: What do you think will be hardest/easiest part of the job?
• Market Motive: Of topics we teach which are your most/least interested in?
• Market Motive: Three things would make you leave/stay?
Work Habits & Passion: Scenario
Influenced another team
for SEO
Created new marketing process
Planning & scheduling
• Tell me about a specific time when
you (work habit)
• Situation Actions Results
• wander/generalize = interrupt
Hire Experienced or Grow our Own?
Hire Inexperienced
• Less expensive
• Shape to needs of
company (Agile
method)
• New training methods
shorten ramp time
• You must pay on
retention and culture
• Youthful innovation
and energy
• Quick Think
• High Potential Soft
Skills
• Level 3 Skills
• Level 2 Hard Skills
Hire Experienced
• More expensive
• Good for teams with
deep structure
• Tougher to recruit
• Experts can hire/guide
entry-level resources
• Maturity more likely
representing company
• Method Think
• Soft Skills
• Level 3 Skills
• Level 2 Hard Skills
Interns
• Be generous- Ask 2x “What do you want out of this?”
• Cannot be voice of company
• Mix of tedious and creative
• Create templates to guide new interns
• If unpaid, specific process including
credits + other requirements
Rent or Hire Talent
short term + hard skill
RENT
PPC, research, content
writing, design
long term + soft + hard
skill
HIRE
social media, seo, web
analytics,
I-Shaped Marketers
Contract Outsource
Level 3 Hard Skills
Level 2 Hard Skills
Smaller Entrepreneurial
Quick Think Soft Skills
Level 3 Hard Skills
Level 2 Hard Skills
Larger Established
Method Think Soft Skills
Level 3 Hard Skills
Level 2 Hard Skills
Essential Skills for Your Team
Overlooked Sources for Talent
• Your own social media - LinkedIn Premium -> All Qualified
- Facebook: Use your proponents to broadcast
• Invite a speaker, recruit
• Call based on LinkedIn “Good to
know each other…”
• University - Economics = marketing
- Genetics = web analytics
• Conference speaker lists
• Certification lists (OMCP®)
• Association member lists
“Think of your job pages as landing
pages” – Rand Fishkin, Moz
Assess & Reward Essential Skills
Problem Solving | Innovation | Persuasion | Planning & Scheduling
SEO | Web Analytics | Social Media | PPC | Content Marketing | Mobile Marketing | Display Advertising
Thinking Habits Passion Soft Skills
Level 3 Hard Skills
(Discipline Specific)
Level 2 Hard Skills
Small GiftManager’s Guide to Building, Motivating, and Managing Digital Marketing Teams
http://mo.am/manage
John Marshall
CTO & Co Founder
Market Motive
What’s done and what’s legal
No more one trick ponies
Image by Myk Martinez
http://www.mykmartinez
.com
Copyright 2010
GoldFish-Ink Cartoon
Studios
Used with permission
See Rand Fishkin’s “T-Shaped Web Marketer”
http://moz.com/rand/the-t-shaped-web-marketer/