On becoming a technomarketer and Chief Marketing Technologist
On becoming a technomarketer and Chief Marketing Technologist
Mitch Joel wrote my biography for the last seven years the other day when he described the Chief Marketing Technologist, a person in a company who is both in marketing and IT. That’s what I’ve been doing for years and years, bridging the gap between marketing and technology, helping each world understand the other and helping both worlds get aligned. In some cases, I’ve simply created the strategy, and in other cases, I was slinging the code to achieve the actual end goal.
The question a lot of people were left with is – okay, how do you get there? How do you create the person or develop yourself professionally to be that person who is exceedingly rare (and thus exceedingly valuable)?
Let’s frame it this way: how and why. A technomarketer (the pinnacle of which is the Chief Marketing Technologist) has to understand the why: why you’re doing something. Marketing provides the why, the mission, the reason, and the goal. Marketing says, we need to achieve a certain presence on Twitter or build a CRM process that gets leads and passes them to sales for processing.
Technology provides the how: what tools you’re going to use, what methodologies, and what pieces you need. Technology constrains the marketing insofar as saying what’s practical and what’s a pipe dream, then specifies the actual skill sets and architecture needed to make the marketing happen.
So how do you get started? Well, are you a technologist who wants to learn marketing and understand the why of what you do? Start taking business and marketing courses, consume every scrap of useful marketing information available out on the Web, and practice your marketing skills. Grab the Portable MBA on Marketing and learn the hell out of it. Most important, practice. Find a local non-profit or charity who is doing no digital marketing and ask to volunteer, on the understanding that it will be a learning experience for both.
What if you’re a marketer who wants to understand technology? The path is equally clear and very similar. Start taking technology courses and reading up on the technologies you’ll need to implement or might want to implement. I’ll suggest that a great starting point is learning the programming language PHP, as it’s open source and “easy to learn, difficult to master”. Many of the most popular web sites and web services today run on PHP, and after a very short time, you’ll need to learn the MySQL database language as a companion. Grab PHP and MySQL for Dummies as a good starting point, buy a dirt cheap web hosting site, and start building something. Once you’ve gotten the basics down, look at understanding and modifying a well known platform like WordPress, maybe installing and customizing your blog. After you’ve learned and mastered the basics, find a local non-profit or charity doing no digital marketing and offer to volunteer to help build their digital marketing program.
Ultimately, you need to be equally proficient at each “tree” or specialization in order to be a truly effective technomarketer. You have to be able to sit in a marketing meeting and talk about your Q4 email campaign and then be able to return to your desk, fire up Dreamweaver, and actually start creating the content for it. Likewise, you need to be able to sit in a developers’ meeting and understand what’s going on, why, and be able to offer competent suggestions about features and ways to implement them.
One important point I can’t emphasize enough: you can’t get there by reading blogs and web sites. Both specializations require book learning, to be sure, but both specializations then require you to depart the ivory tower (or ivory web, as it were) and put into practice the knowledge. There are no courses, textbooks, blogs, or social media sites in the world that can present you with the real-life marketing and technology challenges that only practice and authentic experience can provide. That’s why I emphasize finding a local non-profit that does no digital marketing: this is likely an organization that you can’t substantially harm but could substantially benefit, even with meager, new skills.
The path of a technomarketer isn’t easy at all. There are precious few individuals who can speak in both worlds, but those individuals’ rarity and abilities make them worth far more than the sum of their skillsets. Hire one if you can, develop one professionally if you can’t, and become one if you want a real adventure that’s as rewarding as it is challenging.
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I really suck at short term marketing
I had this sudden, painful flash of insight the other day: I really suck at short term marketing. By that, I mean that I don’t have the ability to generate meaningful results in marketing over a very short period of time with no base except a pile of money. When I look back at where my skill sets are, they all revolve around long term:
- Social media
- Search engine optimization
- Email marketing
- Marketing strategy
All of my skills come from my experience: working at companies that have more smarts, time, and talent than piles of money, growing organically. I don’t think I’ve ever worked for anyone that simply handed over a billion dollar marketing budget, nor have I ever done any kind of pure “brand building”, because I’ve always been held accountable for actual results in some measurable form.
The things that generate short term results with impact generally require a massive resource pile in order to make a lot of stuff happen very quickly, and my track record has been entirely at companies that do not have billion dollar marketing budgets.
I mention all of this because there is a place for short term marketing and long term marketing. Both are important, and both require very different talents. The question is, which type of marketing do you need?
An even better question is whether you are expecting short term results from long term marketing, or vice versa. Are you being asked for short term results but given the meager resources of long term, organic marketing? If so, you will be immensely frustrated. Are you sitting on a pile of resources allocated for short term marketing that you’re not using because of a long term strategy? If so, you’re squandering available resources.
If your expectations are a mismatch for the marketing capabilities you have, you will always be disappointed.
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The name is the result
I had the pleasure and privilege to attend New England Warrior Camp again this year (my 11th out of 13) in the woods of Sudbury, Massachusetts this past weekend. Others have done a much better job illuminating the actual goings-on, such as my friend and senior, Jon Merz. One of my huge takeaways from the weekend, however, came from one of the training sessions.
Dennis Mahoney, head instructor at Shinobi Martial Arts, gave us this important lesson in his session:
The name of a technique describes the effect on your attacker, not what you do.
In the martial arts, we get so fixated on what we’re supposed to be doing that we forget completely about what we’re supposed to be achieving. Dennis’ session was a stark reminder that our goal is what matters, not our method. As a martial artist, you can get to omotegyakutedori, the outward wrist twist catch and lock, with your hands, arms, feet, weapons, probably even a used cheeseburger container. As long as you achieve the effects of getting the upper quarter of the body locked up, spine locked, and arm assembly locked, you’ve more or less achieved the technique.
Where most of us go wrong is in rigid insistence that we move exactly a certain way, hold the hand or wrist in exactly the right manner at exactly the right angle – despite the fact that conditions and situations may dictate a completely different set of methods to get to the desired result. Instead of adapting to the situation and working towards a goal, we get bogged down in “the way we’re supposed to do it”, as though attackers use textbook methods to assault us.
So what does this have to do with anything outside the martial arts? Think about how insistent some people can be on any particular marketing method. You MUST be using social media! You MUST be using email marketing! You MUST be doing SEO.
Well, no. What you MUST do is know what outcome you are trying to achieve, and then figure out which of the tools in your toolbox can help you achieve that result. Think about that for a second. What’s the purpose of email marketing? To reach out to people and let them know about stuff that’s going on, right? What else can do that? Email can, certainly. So can Twitter. So can LinkedIn, Facebook, etc.. All of those have mechanisms for outreach, and thus if the desired effect is “let people know stuff is going on”, then the thing we call email marketing isn’t just POP3, SMTP, and IMAP, but a collection of tools to reach people and a way of doing it that makes them glad to hear from us.
Here’s another example: search engine optimization. This means being findable, right? Findable where? Our narrow view of marketing says that we obey the dictates of Google, and while that’s important, being findable also means making sure your podcast is in iTunes, that your business can be located on various location services, that you have social profiles with consistent naming, and so on. Being findable is far more than just inbound link building.
The next time you sit down to evaluate your marketing, look at it from the perspective of what you want to achieve and then examine all of your tools to see if they can be used in that context. You might be surprised to realize that some of the tools in your toolbox have far more uses than what you’ve traditionally used them for.
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Hire Friday: Alternate Advance Close, Porcupine Questions
Every time you write a cover letter, every time you send a resume, every time you get on the phone for an interview, you are selling. You are working in a sales job with the most important product in the world to you: your talent. While it might seem obvious to you why you’re the perfect fit for a job, chances are the person on the other end probably isn’t aware of that. Your job is to guide them into that decision, and to do that, you need to learn how to sell.
Here’s one of the biggest, most obvious, most blatant missed opportunities for a shot at a job: the closing sentences of a cover letter/email. I’ve lost track of how many cover letters end with this stupid statement (or variations thereof):
I look forward to discussing the opportunity with you at your earliest convenience.
This is epic failure, because as a hiring manager who has other crap to do, it’s never convenient to talk to you, the candidate, and therefore you won’t get a call back.
The antidote to this failure is the alternate advance close, a simple close in which you provide two options, both of which result in a win for you.
Christopher, I’d love to discuss the opportunity with you. Which is better for you, a phone call on Thursday at 2 PM ET or a phone call on Friday at 11 AM ET?
Either answer results in getting the appointment set up, which is the goal!
Suppose the hiring manager says, “neither is good for me”? I’ve seen people stop the conversation dead at this point and lose – they stammer out a “uhhh, okay, well, whenever is good for you…” which is equivalent to saying, “don’t ever call me back”. The right way to respond is the porcupine technique (in which you toss back the question immediately, as if someone had thrown a porcupine at you): “I understand. When is good for you?”
Be politely persistent with your selling. Keep tossing out alternate advances and porcupine responses until you’ve got your shot in the spotlight for the interview – and then keep selling in the interview. Sell in your followup call and email. I’ll leave you with this YouTube clip from the Boiler Room of a high pressure, super hard sell.
Should you sell like that? That’s up to you and your style, but let me leave you with this thought: if you’re talking about putting food on the table for yourself and for anyone you have responsibility to care for, how determined would you be to learn how to sell, in order to buy them the future they look to you to provide?
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Why I’m recommending Elegant Themes
Disclosure: this whole post is an affiliate marketing post. If that makes you unhappy, please skip it.
Doing affiliate marketing for WordPress themes is nothing new in the social space. After testing out dozens and dozens of different providers, from Thesis to the WordPress Codex, I’ve settled in on Nick Roach’s Elegant Themes and am happy enough with it to recommend his stuff to you. How happy? Well, this site runs on it and has for a while. So does my employer, Blue Sky Factory (we’re both on the Minimal theme, but mine is the uber-lazy out of the box appearance).
Why Elegant Themes when so many other people recommend other providers and very prominent social media folks like my friend Chris Brogan recommend something completely different? Simple: I have different needs. For a lot of folks, they want the power and customization that comes with the various theme frameworks. They want to be able to make it dance precisely to their tune, look and feel like something completely and totally unique. They spend hours and hundreds or thousands of dollars customizing it, tailoring it to their specific needs, and that’s as it should be. They are getting exactly the value they want. They’re not wrong.
My needs are different. I want the damn thing to work the moment I unpack it and put it on my site. That’s key: I’m busy. I don’t have a lot of time to spend monkeying around with every last feature. I just want it to work. I’m also a cheap bastard. Elegant Themes is a membership that lets you use any of their themes for $40 a year, and they’ve got about 50 or so different premium themes for me to try out. If you’ve been a subscriber of this blog for a while, you know that it’s changed themes and looks more than some people change their underwear.
So here’s my recommendation: if you are in the “I just want it to work out of the box” camp and want a premium look to your WordPress site without a premium pain in the butt to make it that way, consider looking at Elegant Themes and shelling out the ten cents a day for it. If you want someone to help you make it work or customize it, I also recommend PodCamp Boston lead organizer and personal ninja Chel Wolverton to help you do it.
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