John Marshall of Market Motive: "How To Build and Nurture a Rockstar Marketing Team"
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Transcript of John Marshall of Market Motive: "How To Build and Nurture a Rockstar Marketing Team"
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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.
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Innovation & Thinking
Work habits & Passion
Hard Skills
Soft Skills
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Hard Skills “Must Have”
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Online Marketing Skills: Market Direction
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“I” Shaped Marketers
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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
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Hard Skills: Proficiency Taxonomy
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Assess. Then Map Targets.
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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
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Skill Boosts
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Avg $922 Avg $761 Avg $375
Cost Of Training
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Uncovering Hard Skills #1
(In advance)
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• Books completed
• Who do you follow?
• Courses & Certificates
-OMCP®, DMA, University
- Check courses for authority, completeness
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Uncovering Hard Skills #2
(In advance)
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• Three Rules for Assessment
Testing- generally undisputed answer
- solvable in 1-10 min
- no insider facts required
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Assessment Examples: SEO
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Build an initial keyword list …
Name three KPIs…
40% of incoming links have
anchor of “Learn more”..
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Assessment Examples: Writing
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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!
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Thinking Assessment: Problem Solving
Tests
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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
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Problem Solving Tests
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• 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.
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Measuring Thinking: Curiosity
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• 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?
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• Market Motive: Of topics we teach which are your most/least interested in?
• Market Motive: Three things would make you leave/stay?
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Work Habits & Passion: Scenario
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Influenced another team
for SEO
Created new marketing process
Planning & scheduling
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• Tell me about a specific time when
you (work habit)
• Situation Actions Results
• wander/generalize = interrupt
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Hire Experienced or Grow our Own?
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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
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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
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Interns
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• 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
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Rent or Hire Talent
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short term + hard skill
RENT
PPC, research, content
writing, design
long term + soft + hard
skill
HIRE
social media, seo, web
analytics,
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I-Shaped Marketers
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Contract Outsource
Level 3 Hard Skills
Level 2 Hard Skills
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Smaller Entrepreneurial
Quick Think Soft Skills
Level 3 Hard Skills
Level 2 Hard Skills
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Larger Established
Method Think Soft Skills
Level 3 Hard Skills
Level 2 Hard Skills
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Essential Skills for Your Team
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Overlooked Sources for Talent
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• Your own social media - LinkedIn Premium -> All Qualified
- Facebook: Use your proponents to broadcast
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• 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
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“Think of your job pages as landing
pages” – Rand Fishkin, Moz
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Assess & Reward Essential Skills
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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
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Small GiftManager’s Guide to Building, Motivating, and Managing Digital Marketing Teams
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http://mo.am/manage
John Marshall
CTO & Co Founder
Market Motive
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What’s done and what’s legal
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No more one trick ponies
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Image by Myk Martinez
http://www.mykmartinez
.com
Copyright 2010
GoldFish-Ink Cartoon
Studios
Used with permission
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See Rand Fishkin’s “T-Shaped Web Marketer”
http://moz.com/rand/the-t-shaped-web-marketer/