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.

2. 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.

3. Innovation & Thinking
Work habits & Passion
Hard Skills
Soft Skills

5. Hard Skills
“Must Have”

7. Online Marketing Skills:
Market Direction

9. “I” Shaped Marketers

10. ProblemSolving |Innovation|Persuasion|Planning &Scheduling
SEO |WebAnalytics |SocialMedia |PPC |ContentMarketing|MobileMarketing|
DisplayAdvertising
Thinking Habits Passion Soft Skills
Level 3Hard Skills
(Discipline Specific)
Level 2 Hard Skills

11. Hard Skills:
Proficiency Taxonomy

13. Assess.
Then Map Targets.

14. Level
Capabil
ity
Handle
1 entry Identify Works with a marketing team
2 conversant Articulate Manage or hire
3 practitioner
Execute
Discipline
Specific
“Billable Hours”
Self sufficient
4 master Create
SME
Invents

15. Skill Boosts

16. Avg $922 Avg $761 Avg $375
Cost Of Training

17. Uncovering Hard
Skills #1
(In advance)

18. • Books completed
• Who do you follow?
• Courses & Certificates
-OMCP®, DMA, University
- Check courses for authority, completeness

19. Uncovering Hard
Skills #2
(In advance)

20. • Three Rules for Assessment
Testing
- generally undisputed answer
- solvable in 1-10 min
- no insider facts required

21. Assessment
Examples: SEO

22. Build an initial
keyword list …
Name three
KPIs…
40% of incoming
links have
anchor of “Learn
more”..

23. Assessment
Examples: Writing

24. 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!

26. Thinking Assessment:
Problem Solving
Tests

27. 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

28. Problem Solving
Tests

29. • 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.

30. Measuring Thinking:
Curiosity

31. • 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?

32. • Market Motive: Of topics we teach
which are your most/least interested
in?
• Market Motive: Three things would
make you leave/stay?

34. Work Habits &
Passion: Scenario

35. Influenced
another team
for SEO
Created new
marketing
process
Planning &
scheduling

36. • Tell me about a specific time when
you (work habit)
• Situation Actions Results
• wander/generalize = interrupt

37. Hire Experienced or
Grow our Own?

38. 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

39. 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

40. Interns

41. • 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

42. Rent or Hire Talent

43. short term + hard skill
RENT
PPC, research, content
writing, design
long term + soft + hard
skill
HIRE
social media, seo, web
analytics,

45. I-Shaped Marketers

46. Contract Outsource
Level 3Hard Skills
Level 2 Hard Skills

47. Smaller Entrepreneurial
Quick Think Soft Skills
Level 3Hard Skills
Level 2 Hard Skills

48. Larger Established
Method Think Soft Skills
Level 3Hard Skills
Level 2 Hard Skills

49. Essential Skills for
Your Team

51. Overlooked Sources
for Talent

52. • Your own social media
- LinkedIn Premium -> All Qualified
- Facebook: Use your proponents to broadcast

54. • 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

55. “Think of your job pages as landing
pages”
– Rand Fishkin, Moz

56. Assess & Reward
Essential Skills

57. ProblemSolving |Innovation|Persuasion|Planning &Scheduling
SEO |WebAnalytics |SocialMedia |PPC |ContentMarketing|MobileMarketing|
DisplayAdvertising
Thinking Habits Passion Soft Skills
Level 3Hard Skills
(Discipline Specific)
Level 2 Hard Skills

58. Small Gift
Manager’s Guide to Building, Motivating,
and Managing Digital Marketing Teams

59. http://mo.am/manage
John Marshall
CTO & Co Founder
Market Motive
jmarshall@marketmotive.com

61. What’s done and
what’s legal

63. No more one trick
ponies

64. Image by Myk Martinez
http://www.mykmartinez
.com
Copyright 2010
GoldFish-Ink Cartoon
Studios
Used with permission

65. See Rand Fishkin’s “T-Shaped Web Marketer”
http://moz.com/rand/the-t-shaped-web-marketer/