John Marshall of Market Motive: "How To Build and Nurture a Rockstar Marketing Team"

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

jmarshall@marketmotive.com

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/