Here's my presentation from Digital Summit Atlanta about the lessons I've learned going from the Enterprise to a Startup. Enjoy!

1. @jeffperkins8 #DSATL16
LESSONS OF AN
ENTERPRISE
MARKETER GONE
STARTUP
JEFF PERKINS
DIGITAL SUMMIT
MAY 2016

2. @jeffperkins8 #DSATL16

3. @jeffperkins8 #DSATL16

4. @jeffperkins8 #DSATL16
THANK
YOU

6. @jeffperkins8 #DSATL16

7. @jeffperkins8 #DSATL16
WHERE I’VE WORKED

8. @jeffperkins8 #DSATL16
LIFE CAN BE PRETTY GOOD AT BIG
COMPANIES
AutoTrader 2012 Annual Meeting

9. @jeffperkins8 #DSATL16
“I REALLY WANT TO BE A BIG
COMPANY GUY MY ENTIRE
CAREER.”
-SAID NO ONE EVER

10. @jeffperkins8 #DSATL16
“I WANT TO DO SOMETHING
MORE ENTREPRENEURIAL.”
-SAID EVERYONE EVER

11. @jeffperkins8 #DSATL16
QASYMPHONY

12. @jeffperkins8 #DSATL16
I WENT FROM THIS...

13. @jeffperkins8 #DSATL16
TO THIS...

14. @jeffperkins8 #DSATL16
1. BUILD A STACK

15. @jeffperkins8 #DSATL16
THERE’S NOTHING AUTOMATED
ABOUT MARKETING

16. @jeffperkins8 #DSATL16
YOU DON’T NEED A TECH
STACK
YOU NEED A
PEOPLE STACK

17. @jeffperkins8 #DSATL16
“I noticed that the dynamic range
between what an average person
could accomplish and what the
best person could accomplish was
50 or 100 to 1... A small team of A+
players can run circles around a
giant team of B and C players.”
–Jay Elliott, Leading Apple with Steve Jobs

18. @jeffperkins8 #DSATL16
THE PEOPLE STACK INCLUDES
YOUR AGENCY NETWORK

19. @jeffperkins8 #DSATL16
BEWARE THE AGENCY RETAINER!

20. @jeffperkins8 #DSATL16
WHEN YOU HAVE THE RIGHT
TEAM, THERE’S NOTHING
YOU CAN’T DO.

21. @jeffperkins8 #DSATL16
2. POUR A STRONG FOUNDATION

22. @jeffperkins8 #DSATL16
BUYERS ARE 70% OF THE WAY
THROUGH THE PURCHASE
PROCESS BEFORE ENGAGING A
SALES REP

23. @jeffperkins8 #DSATL16
IF YOU ARE WEAK ONLINE, YOU WILL BE
WEAK OFFLINE

24. @jeffperkins8 #DSATL16
IMPROVING WEBSITE HEALTH
Legacy Site Monthly Avg
(Jan-Oct ‘15)
New Site Monthly Avg
(Nov ‘15-Jan ’16)
Change
Traffic 10,738 15,672 +46%
Bounce Rate 54% 28.4% +40%
Page Views 46,712 94,295 +101%
Pages/Session 2.9 3.96 +36%

25. @jeffperkins8 #DSATL16
3. THE IMPORTANCE OF FOCUS

27. @jeffperkins8 #DSATL16
DO WE REALLY NEED A NEW
BRAND???

28. @jeffperkins8 #DSATL16
YOU CAN DO ANYTHING, BUT
YOU CAN’T DO EVERYTHING.

29. @jeffperkins8 #DSATL16
WE ARE LOSING DEALS BECAUSE OF
_____________.
FOCUS 100% ON FIXING THE “BLANK”
WE ARE NOT GROWING REVENUE
FASTER BECAUSE OF ___________.

30. @jeffperkins8 #DSATL16
4. SHOW YOUR WORK

31. @jeffperkins8 #DSATL16
WHAT YOU THINK MARKETING DOES

32. @jeffperkins8 #DSATL16
WHAT SALES THINKS MARKETING DOES

33. @jeffperkins8 #DSATL16
WHAT THE CIO THINKS MARKETING DOES

34. @jeffperkins8 #DSATL16
WHAT THE CEO THINKS MARKETING DOES

35. @jeffperkins8 #DSATL16
WHAT THE CFO THINKS MARKETING DOES

36. @jeffperkins8 #DSATL16
MARKETERS ARE BAD AT
MARKETING THEMSELVES

37. @jeffperkins8 #DSATL16
SHARE WHAT
YOU DO AND
THE VALUE IT
PROVIDES

38. @jeffperkins8 #DSATL16
5. MAXIMIZE LIMITED RESOURCES

39. @jeffperkins8 #DSATL16
SMALL COMPANIES CAN’T
AFFORD TO SPRAY AND PRAY

40. @jeffperkins8 #DSATL16
FIND THE WATERING HOLES

41. @jeffperkins8 #DSATL16
DON’T PAY FOR THINGS YOU CAN
DO FOR FREE

42. @jeffperkins8 #DSATL16
TRACK & MEASURE EVERYTHING

43. @jeffperkins8 #DSATL16
6. THINK BIG

44. @jeffperkins8 #DSATL16

45. @jeffperkins8 #DSATL16
QUALITY JAM
• 200+ attendees
• 77% rated the event
“very good” or
“excellent”
• 90% plan to attend next
year

46. @jeffperkins8 #DSATL16
CONTENT
LIVES ON
AFTER THE
EVENT

47. @jeffperkins8 #DSATL16
6. BE THE BRAND

48. @jeffperkins8 #DSATL16
YOU ARE THE CHIEF
KOOL-AID DRINKER

49. @jeffperkins8 #DSATL16
IF SOMEONE MESSES WITH YOUR
BRAND, WHAT DO YOU DO?

50. @jeffperkins8 #DSATL16

51. @jeffperkins8 #DSATL16
SHOW TWITTER BATTLE

52. @jeffperkins8 #DSATL16

53. @jeffperkins8 #DSATL16

54. @jeffperkins8 #DSATL16
7. HAVE FUN!

55. @jeffperkins8 #DSATL16
TESTER PERSONALITY QUIZ

56. @jeffperkins8 #DSATL16

57. @jeffperkins8 #DSATL16

58. @jeffperkins8 #DSATL16

59. @jeffperkins8 #DSATL16
1. BUILD A PEOPLE STACK
2. POUR A STRONG FOUNDATION
3. FOCUS
4. SHOW YOUR WORK
5. MAXIMIZE LIMITED RESOURCES
6. BE THE BRAND
7. HAVE FUN
7 TIPS FOR STARTUP MARKETING LEADERS

60. @jeffperkins8 #DSATL16
THANK YOU
DIGITAL SUMMIT!
JEFF PERKINS
CMO, QASymphony
www.linkedin.com/in/jeffperkins1
@JeffPerkins8