Digital marketing is vague and changes every day; there aren’t a ton of hard and fast rules. We’re all learning as we go. However, our goal remains a very basic, human one: connecting with people and inspiring feelings within them. Regardless of any changes in technology or fancy, shiny tools that come along, that core goal remains the same. Join Matt Byrd, Senior Email Marketing Manager at Litmus, as he discusses the skills and tools digital marketers need keep a solid foot on the ever-changing landscape of digital marketing. You’ll walk away well-versed in methods for thinking critically to build modern marketing skills and competency, regardless of your professional background.

1. Track: Personal Transformation & Growth
#CNX14
@mparkerbyrd
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CPA, CPC, CP…What?!
The Non-Marketer’s Guide to Marketing
Matt Byrd
Senior Marketing Manager, Litmus
@mparkerbyrd

2. Track: Personal Transformation & Growth
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@mparkerbyrd
How I came to <3 email

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My career path

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Nobody wants to be
a digital marketer

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@mparkerbyrd
What kids want to be when they grow up
• Police officer – 16%
• Zookeeper – 14%
• Firefighter – 13%
• Doctor – 10%
• “I don’t want to work” – 6%
• Digital marketer – 0%

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Marketing
Computer Science
Visual Communication
Communication
Graphic Design
Advertising
Art
Business
Multimedia Production
Digital Art
Chemical Engineering
Finance
Anthropology
German
Violin Performance
Architecture
Theater
Broadcast
Biology
Journalism
Criminal Justice
Microbiology
Political Science
Economics
Classics
Secretarial Training
Music
IT
Psychology
Film
The backgrounds of digital marketers

11. Track: Personal Transformation & Growth
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The backgrounds of digital marketers
Marketing
Computer Science
Visual Communication
Communication
Graphic Design
Advertising
Art
Business
Multimedia Production
Digital Art
Chemical Engineering
Finance
Anthropology
German
Violin Performance
Architecture
Theater
Broadcast
Biology
Journalism
Criminal Justice
Microbiology
Political Science
Economics
Classics
Secretarial Training
Music
IT
Psychology
Film
53% of digital marketers have had
no relevant, formal training.

12. Track: Personal Transformation & Growth
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“Email marketing is something I stumbled upon
@mparkerbyrd
and kind of didn't expect to like it
as much as I do now.”
Laura Manley
Email Marketing
Team Lead

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“My first exposure to HTML was during a
marketing internship. My boss gave me a ‘Teach
Yourself HTML’ book and told me to ‘learn this.’”
@mparkerbyrd
Tommy Grimes
Email Marketing
Manager

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“There are still no real good courses. By the time
something is a best practice, the course is still 3
@mparkerbyrd
years away from existing.”
Dave Mossop
Manager,
Interactive
Marketing

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Key takeaway:
None of us know what we’re doing.
We’re figuring it out as we go.
…And you can too!

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What’s a digital marketer
to do, then?

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To navigate the ever-changing digital landscape…
@mparkerbyrd
1 2 3
Focus on
networking
Read, read, read
to stay current
Realize you
know more than
you think

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Networking

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Networking: Twitter
It’s the water cooler of our industry.
Follow (and interact with):
• Thought leaders
• Other marketers
• Conference hashtags
• Marketing brands/vendors

20. Track: Personal Transformation & Growth
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Networking: Twitter
Not participating on
Twitter at marketing
events =
Skipping the
reception at
a wedding

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@mparkerbyrd

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Networking: Twitter
MARKETING/STRATEGY
• @kyleplacy
• @litmusapp
• @exacttarget
• @meladorri
• @unmarketing
• @chadswhite
• @email_expert
• @jkrohrs
• @mparkerbyrd 

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Networking: Twitter
MARKETING/EMAIL DESIGN
• @rodriguezcommaj
• @KEVINgotbounce
• @iamelliot
• @becskr
• @omgitsonlyalex
• @yarcatt
• @flcarneiro
• @briangraves
• @stylecampaign

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Networking: Twitter
Always follow up with people you meet!

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Networking: Real, living, breathing people
I am pretty introverted.
Talking to strangers is hard for me.
The worst things in the world are ice breakers.

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TEDCNTACC
CHEESY ICE BREAKERS.
I HATE THEM.

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Networking: Real, living, breathing people
So let’s do one!

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Read to stay current

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The first 15: Give yourself 15 minutes
Start each workday with 15 minutes of
industry news and blogs.
Make it easy by using a newsreader,
like Feedly

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A few must-reads
http://blog.exacttarget.com
http://www.litmus.com/blog
https://www.campaignmonitor.com/blog
http://www.clickz.com
http://blog.kissmetrics.com
http://www.growthhackers.com

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A few must-reads
http://www.marketingprofs.com
http://www.moz.com/blog
http://www.copyblogger.com/blog
http://www.unmarketing.com
http://www.searchengineland.com

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Some books that shaped my thinking
YOUtility – Jay Baer
Data Smart – John Foreman
Audience – Jeff Rohrs
Lean Analytics – Alistair Croll
and Benjamin Yoskovitz

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For basic technical skills…
You don’t need to be an HTML
expert, but you should understand
the fundamental concepts.

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Understand a lot; specialize in a little

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Pro tip: Bringing it all together!
If you particularly enjoy an author’s blog post or book,
tweet at them and let them know!

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Realize you know more
than you think

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Be more concerned with
qualities than specific
knowledge

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be
scrappy

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be
goal-oriented

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be
daring

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be
curious

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be
a sponge

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be
on your toes

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but above all else…

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be
a human being

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Think about people first.
Everything else will follow.

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Before we go…

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Pro tip: Get the most out of conferences
You are here to get ideas and meet people.
Make sure you do both.

52. Track: Personal Transformation & Growth
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@mparkerbyrd
Pro tip: Get the most out of conferences
New
People
Short-term
Wins
Long-term
Ideas

53. Track: Personal Transformation & Growth
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@mparkerbyrd
Take the after-session survey!
Take the Survey in
the Connections
2014 Mobile App
Join the
Conversation!
Prizes!
$50
Starbuck
s
Gift Card Session speaker
@mparkerbyrd

54. Track: Personal Transformation & Growth
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Questions?

55. Track: Personal Transformation & Growth
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CUSTOMER JOURNEY
SHOWCASE
MARKETING
THOUGHT LEADERS
EMAIL MARKETING PRODUCT STRATEGY
& ROADMAP
PERSONAL
TRANSFORMATION
& GROWTH
SOCIAL MARKETING MOBILE & WEB
MARKETING
DEVELOPERS HANDS-ON
TRAINING
INDUSTRY
TRENDSETTERS
CREATIVITY &
INNOVATION
SALESFORCE FOR
MARKETERS
ROUNDTABLES

56. Track: Personal Transformation & Growth
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