Top Marketing Lessons from Digital Summit Seattle

Fine Point Grey Paul Garrison Joshua Montgomery

Top Marketing Lessons from Digital Summit Seattle

(40-minute podcast)

It can be tough to attend every great marketing conference out there. So here’s a super-compact recap of the top sessions & lessons from Digital Summit Seattle in a twisted Fine Point!

Maureen, Tim and their guests Joshua Montgomery and Paul Garrison, Point It’s business development team share their experiences from the summit in March of 2017.  It is marketed as a place where brands can learn practical, actionable solutions they can immediately apply back at the office.  This quartet talk through whether or not they delivered on the promise as well as overall impressions of the conference, best speakers and ah-ha moments.  Join us as we deep dive into our favorite sessions and speakers, and keep an eye out for more recaps from other great digital marketing conferences.

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Featured Experts:

Paul Garrison, Associate Business Development Manager, Point It

Joshua Montgomery, Sr. Business Development Manager

Guests and Experts


Paul Garrison, Associate Business Development Manager, Point It

Bio: Paul Garrison is a passionate customer advocate.  His desire to dive deep, understand and resolve challenges for clients allows him to build authentic and transparent relationships.  An Associate Business Development Manager at Point It, a digital marketing agency in Seattle, Paul leverages his genuine curiosity to help marry marketers with solutions. Before Point It, he worked at a SaaS startup and as a recruiter, always as a key member of the team.  Paul graduated with a B.A. in business management from Seattle University and enjoys family, friends, and Seattle sports.

Joshua Montgomery, Sr. Business Development Manager

Bio: A team-oriented collaborator, Joshua Montgomery thrives on the ability to collaborate with experts across the digital marketing space.  Currently a lead business development manager at Point It, a digital marketing agency, Joshua has helped some of the largest brands in the US to help them get phenomenal marketing results. Before Point It, Joshua spent six years of in an agency environment connecting marketers with experts to drive bottom-line revenue. A Seattle transplant, Joshua is enjoying the beautiful Pacific Northwest.  Whether he’s hiking, walking his dog or BBQing in the summer sun, Joshua thrives in the outdoors.


Maureen Jann, Director of Marketing, Point It Digital Marketing

Bio: Maureen Jann is a veteran B2B marketer whose career in Digital Media has grown up with the Internet. A self-described jill-of-all-trades, Maureen has elevated creative problem solving to an art form and enjoys the daily challenges of driving business results in unexpected ways. Her skills as an entrepreneur, content marketer, creative director and passionate people manager set her apart from the pack. Maureen has worked in every corner of marketing making her a skilled tactical resource as well as a strategic partner.  Recently, she was the captain of the marketing ship for an award-winning professional services firm and is currently creating a content marketing strategy for Point It, a digital marketing agency.


Tim Mohler, Sr. Marketing Manager, Point It Digital Marketing

Bio: Tim Mohler is a multichannel marketer with experience building campaigns for travel, CPG, food, beverage, and technology companies reaching both B2B and B2C customers. He’s passionate about building marketing experiences & partnerships that are relevant to a brand’s message, exciting for the customer, and most importantly deliver measurable results. At Point It, he develops digital, social and content campaigns as well as managing on a day to day basis.


Maureen Jann: Welcome to fine point, a weekly digest of digital marketing updates. Each week we feature industry guests and experts to talk through what’s happening in digital marketing. This week, I’m Maureen Jann, the director of marketing at digital marketing agency here in Seattle, Washington, and it is gray, oh so gray. It feels like endless gray. It was very cold and very wet, and this weekend we had sleet, so I’m looking forward to … It’s technically spring, but let’s be honest. It’s not spring. My eye’s on the prize. Fourth of July. That’s when it gets warm here.


Anyway, I’ll be your hostess. I have … Not only do I have Tim with me today, our senior marketing manager, but I’m also in fabulous company of Joshua Montgomery, our senior business development manager and Paul Garrison, our associate business development manager. Today we’re mixing it up. We went to the Seattle version of the digital summit, and we’re going to do a review. We’re going to talk about the sessions, impressions, learnings and speakers.


First, quick description about the conference. The digital summit describes their conference as a definitive digital marketing gathering. This makes me want to pull out the magic the gathering cards just on principle, but I won’t. They travel with the show to 14 locations in what are considered secondary marketers like Chicago, Dallas, DC and Philadelphia. They market it as a conference where brands can learn practical, actionable solutions they can immediately apply back to at the office.


Topics covered include marketing strategies like UX and design, email, search, mobile, video, SEO and more. This year they also covered programmatic advertising, so that peaked our interest clearly. We split up as a group at the conference and hit a variety of sessions to give maximum exposure to a variety of topics that we thought would sum it up for you in just one handy podcast. In case you’re considering going to one of these digital summits in the future, this could be a handy resource.


First, let’s do a couple of introductions. We’re going to start with Paul. Paul, can you tell us a little bit about what you do, and give us an idea of where you are on your epic journey to digital marketing mastery?


Paul Garrison: Of course. Thanks, Maureen. I’m an associate business devolvement manager for [Point It 00:02:21] so my primary goal in my role is to educate potential clients and clients on the different services that we provide, and also to just learn and gain a better understanding of digital marketing as a whole. It was great going to this conference, getting different aspects and information from all the experts in the area, and hopefully leveraging that into when we’re having discussions with our clients in the future to be able to provide better insight and education.


Maureen Jann: Great. What would you say, like on a scale of one to 10 on a depth of mastery of digital marketing, where do you sit?


Paul Garrison: I would say that I’m on the lower end of the knowledge. I’ve only been in the industry for about a year, but it’s been an exciting one. I feel like the industry changes every single week, so it’s understanding and gaining that foundation and then adding all the new changes and information as it comes.


Maureen Jann: Great. The reason I ask, and not to put everybody on the spot, is so when people are listening, they have an understanding about the filter that we’re bringing to this. Joshua, how about you? Tell us a little bit about what you do and where you are on your digital marketing journey of mastery stuff.


Joshua : Definitely on that journey to mastery, wouldn’t call it epic as of yet but definitely working towards that. One of the great things about digital marketing is anytime you think you’re an expert in anything, something new will come out, and it definitely makes it interesting coming from other fields where I originally started 20 years ago. Ouch, that hurt.


Doing digital for seven plus years now, it’s definitely been a great journey. I’m also trying to get new knowledge as far as what I do for [Point It 00:04:03], I lead the business development team with a specific directive to bring in more enterprise level business. We’ve been fortunate to do that last few months with a rather large deal closing recently and working on some other ones as well.


Maureen Jann: Cool. On a scale of one to 10, where do you fit in that? You can give me vague, vagaries like Paul did.


Joshua : I’ll be a little bit more specific. I think I’m a solid six. I’m a solid six. I think I have pretty good knowledge of most aspects of digital marketing, and once you get down to the weeds a little bit is when you’re going to lose me, but as far as speaking on it to a high level of clients, I feel pretty confident about it.


Maureen Jann: Right on. Tim, you’re next. Tell us what you do, [crosstalk 00:04:43] where you fit …


Tim: First, everyone knows me, so it feels a little awkward doing this. Maybe I haven’t actually gone through everything. I do want to say, Paul, one of the things I took away from the conference was customer … Just being all about the customer and understanding things from their perspective and, Paul, you totally have that, so the core piece of marketing … I’ve heard you talking. It’s awesome.


Maureen Jann: You’re jumping ahead, Tim.


Tim: I know I’m jumping ahead.


Maureen Jann: Stop. Tell us about you.


Paul Garrison: Thanks Tim.


Maureen Jann: Lovely, lovely compliment.


Tim: My background …


Joshua : Feel free to compliment me all you want. [crosstalk 00:05:17]


Tim: It’s coming, it’s coming.


Joshua : Thank you.


Maureen Jann: Cheers.


Tim: My background, multi channel, promotional marketing, and just working all over both corporate partnerships and just a really wide marketing background. I’ve absolutely loved the opportunities I’ve had here at Point It, from this podcast to being able to help put this together with Maureen to blog articles and webinars and just so many fantastic things that we do here. I’ve been a marketer, I don’t know, 15 years maybe, maybe a little bit more, but this has been a great step for me.


Maureen Jann: What do you do here?


Tim: What do I do here? Didn’t I just list some of the things?


Maureen Jann: No.


Tim: Fine. Website …


Maureen Jann: Thank you.


Tim: I work on the website. I work on our blog. I do a lot of the social media, and basically just trying to promote all of our experts here and showcase all the fantastic work that they do.


Maureen Jann: From a digital marketing perspective, where do you fit on the scale?


Tim: Where do I fit on the scale? I would say an eight. Seven and a half, eight probably. There’s always more to learn, and it’s moving. It’s like a moving goal line every day.


Maureen Jann: I’m introducing myself too just to give an idea so that we can have a full scale. I’m Maureen Jann. I’m the director of marketing which everybody knows because I say it over and over. I set the direction for the department in order to help Point It go to marketing in a way that’s really meaningful and effective. Then I help set the tone for the type of content we put out. I do some of the design, but I’ve been in marketing in its various formats for probably about 15 years.


For me, a scale wise … I’m not sure. You guys have kind of skewed my scale because I would say I was a seven or an eight because I don’t do the work, but I’m a good generalist, so I understand it well enough to be able to talk about it fairly intelligently. There’s that, but I can’t set up a paid search campaign. That’s just not my expertise.


Tim: Yes, compared to our technical specialistic here …


Maureen Jann: I think that’s the scale, right?


Tim: I would have to bump myself down to a six. Let me be clear.


Joshua : I think there’s a difference between knowledge and actual implementation.


Maureen Jann: These conferences are really built to help people do their jobs better, right?


Joshua : True, but as far as overall digital marketing knowledge, I think there’s a big difference between being able to talk about it than be able to implement all the strategies through GA and build a campaign. That’s why I was a little more flexible on the scale.


Tim: You’re comparing yourself to all of marketing. She’s definitely an eight, eight and a half.


Joshua : I really don’t feel comfortable rating people just so you guys know.


Tim: Especially not scales of 10. Ann Handley said something about applying as a squad. I feel like that’s what we do here. Everybody’s got their specialty and different skills and the ability to marry that all together and turn it into really great quality content is fantastic.


Maureen Jann: But if you look at Sean Van Guilder, our SEO director, that guy has done a little bit of everything, and he I would say is like a nine or a 10. I don’t think I’m quite of that, so anyway, for a scale. Let’s go on. The first question I have for everybody is, let’s talk about the overall impressions of the conference. I’m going to start with … We’ll go same order that we did intros in.


Paul Garrison: I had a really strong overall impression of the conference. I think that hearing the different aspects of digital marketing and just marketing in general was interesting. For me, particularly, I went to more of the sessions focused around the social media and the mobile aspect just because … I know that we’re all on social media and on our mobile phones regularly. I am, and I’m particularly, so it’s interesting to …


My biggest takeaway was, coming from a lifestyle or a generation that uses it so much from a consumer point of view than hearing how these professionals and experts in their field are discussing it from a business point of view, particularly with Snap Chat growing and changing the marketplace and the landscape so much.


I thought that was interesting, and just in general. I think it’s always great to hear experts discuss how social media impacts businesses and how, not only … Everyone knows that it’s impactful, but now we’re getting to the level of it’s important where we need to understand how to measure and use it to drive positive business forces.


Maureen Jann: Just a few years ago, they … Conferences like this were covering that social media was important, and then you might be able to measure it, and now we’re just passed that which is exciting, and it’s nice to see that we’re maturing in our social approaches.


Paul Garrison: I’d rate myself a three, three and a half. Just … I want to put that on record.


Maureen Jann: One year, that’s pretty good.


Paul Garrison: Thanks.


Maureen Jann: What about you, Joshua?


Joshua : I have a little bit different perspective. I think from an educational standpoint, I think it was excellent. There’s definitely things I learned through some of the talks that I can implement and I guess say in the team and sales in general and just in conversations with clients. I’ve been to a number of summits, trade shows, whatever they are, but it’s always been as a prospective to get new business, to make introductions to set things up for hopeful, future clients.


This one wasn’t for that, so it was a little bit of an adjustment for me just because I go with the mentality to meet as many people as we can, exchange information, see if there’s opportunities. But once I just kind of did that and sat down some of these sessions, I really did get a lot out of them. I did like the fact that most of them are 30 minute sessions.


Maureen Jann: Me too.


Joshua : Some people did complain. They didn’t think there was enough there. I disagree.


Maureen Jann: I agree with you.


Joshua : I think most people check out around the 40 minute mark, so that was great. I do think that some of the speakers did feel rushed because maybe that’s a different format for them, but who cares? They got so much out.


Maureen Jann: I am the shortest attention span gal ever … [crosstalk 00:11:14] Exactly. Look, a squirrel. That worked for me as well.


Tim: Snackable content.


Maureen Jann: Right, right. We know.


Tim: They packed it in. The speakers really did pack it in.


Maureen Jann: They did a good job too. What about you, Tim? What were your impressions?


Tim: I judge a conference by the quality of its coffee. Let me tell you, for about 80 percent of the time, there was no coffee. This was a real struggle, but the content … This conference for me really was all about story telling. There was some technical stuff as well, most of which I tuned out of, but the sessions that I went to were very much


… From Ann Handley starting off with all about how to create really great content to, looking for his name, a gentleman from Microsoft who was talking all about how they pitched and positioned a [inaudible 00:12:08] and how they told his story and really crafted that versus how they did [Balmer’s 00:12:13] story.


Honestly, I wasn’t expecting a lot out of that closing session, but I got a ton out of how they really found the story in things. Throughout the conference, there was a lot of different speakers that were telling this is how to differentiate yourself from other marketers. Sales force covered B2B marketing in that same way and how to differentiate yourself and how to not be boring and how to not just sell widgets and how to do that across channels, whether it’s a video or email or … Really just telling stories in compelling ways.


For me, that was the big overarching theme of the conference. I don’t know if it was deliberate necessarily, but certainly what I got out of it, and I thought I just learned so much about how to tell all sorts of different stories across channels in really effective ways. That gets down into the technical. For me, I really, really enjoyed it.


Maureen Jann: Right on. Steve Clayton.


Tim: Thank you.


Maureen Jann: Paul has the schedule in front of him because he is …


Tim: Paul, you’re awesome.


Maureen Jann: More prepared than us.


Tim: Now it’s getting weird.


Maureen Jann: I don’t think it is getting weird. It just got weird.


Tim: Hold on. I’ll write down a cut point, 13 …


Maureen Jann: No. Leave it. My overall impression of the conference … I’m admittedly a slightly jaded conference goer because I find that we rehash the beginner’s guide to everything at these conferences, and that drives me a little crazy especially since here we produce so much content, and we’re educating people all the time about these topics. I end up feeling like … Not very often do I come away with those big a-ha moments.


When I was early in my career, I remember coming away with … When people first starting talking about lead scoring, it blew my mind. I was wrecked. I went back, and my company wasn’t ready for it, and I had to wait four years to implement it. I held onto that. Anyway, I tend to be a touch jaded, but what I got out of this conference that I thought was really great was the constant impression that you need to have enough food for people or else they get crabby, right? That was not okay.


Then the other part was that the big ideas are the ones that are really impactful for me now, like more of an abstract approach, brand approach, brand strategies. That’s more interesting to me now, so I know Tim’s going to talk about the friction session which I am just kicking my own rear end about missing.


Tim: It was good.


Maureen Jann: I’m sure it was. For me, it was okay, but there was a lot of beginner’s guide to dit gal marketing. I think there’s a real opening in the market for an advanced conference, a genuinely advanced conference. Can you imagine how nerdy we can all get? You could do advanced brand. You could do advanced paid search, advanced advertising, creative advanced … Really advanced tactics in that stuff. We could nerd out all day long on that, so I’m stroking my invisible beard on how to make that happen.


Tim: Interested in helping us, please at point underscore it Twitter.


Maureen Jann: Also looking for co-sponsors. Great. The next question I had for you guys was what were the best sessions you attended? Paul, we’ll start with you again.


Paul Garrison: I had a couple. The first was the Robi, I apologize if I mispronounce the last name, Ganguly from Apptentive. It was how to build mobile to build a brand customer’s love, and he was discussing how to earn customer’s L-O-V-E, listen, observe, validate, engage. I think the one thing that stood out to me was how he positioned mobile as presenting new opportunities and allowing brands to connect with customers better than ever. The reason is is because your phone is always with you and, inherently, it’s a communication device.


I won’t dive too much into it, but one of the main things that stood out was because of how efficient testing and getting feedback from your customers is becoming with mobile and the high response rate, it allows you to do much more with your testing. It allows you to understand your customer that much better.


Then the other one was Eve Meyer with social media delivered with growing the Instagram account. It’s not a business school. She discussed a lot about just standard goal setting which I thought was really great and refreshing, but one thing was she said if someone says that your company sucks, you need to take the time to consider that. At that moment, your company might suck.


I thought that was a really good point to make because I think with … No matter what your business, your service or your product that you’re selling is, I think that it’s always great in today’s world of Yelp and Glassdoor and everything along those lines, it’s important to understand that it is possible. There’s always opportunities for improvement.


Maureen Jann: Right on. Good observations. I love that Robi has an acronym, or he actually spells out L-O-V-E. What is it?


Paul Garrison: It’s listen, observe, validate and engage.


Maureen Jann: Wow. That is gold. That is like cheap Joe gold.


Paul Garrison: He was one of the first sessions, and I thought it was very engaging. It was a very simply idea, but there are a lot of people that were … Not many people were on their phones during that session which is …


Maureen Jann: Rare.


Paul Garrison: Was big. [crosstalk 00:17:45]


Tim: The laptop clatter was a little defining at times.


Paul Garrison: Yes, I agree.


Maureen Jann: Interesting. What about you, Joshua? What is your favorite sessions?


Joshua : Mine was actually the very, very first session on the very first day. It was Matthew Sweeney from Sales Force. They were talking about the new era of contextual marketing. He got off a plane from San Francisco after just getting off a plane a day before from Sweden, so he came out with a bang with some four letter words to make sure everybody was awake which it did work. He had a lot of energy for that time. I think he was trying to make up for the fact that he had extreme jet lag.


Just the way he kind of broke things down and just kind of, every time he felt like he was losing people, brought them right back. As far as the talking points, he just really did a good job of moving from one topic to another and then summarizing at the end. There wasn’t one that really stands out. I think he just had a really good flow, and I enjoyed his conversation.


The second part was probably … You get to say Steve Wozniak … To hear someone who’s … I think “pioneer” is thrown out way too much in this industry, but he really is one. What I thought was the most interesting besides his utter contempt for the way Steve Jobs treated people …


Maureen Jann: It’s true. That was pretty legit.


Joshua : It kept that going for an extra 10 minutes when he could’ve just cut that off.


Maureen Jann: I know. Joshua and I were sitting there going, “This is awkward.”


Joshua : If Steve is looking from somewhere, he’s just going, “I thought we were friends.”


Maureen Jann: Yeah, what happened here?


Joshua : The part that really stuck out was that with Hewlett-Packard, who he spoke very highly of and that’s where he started his career, they actually provided the computer tools, the actual hardware to build your own computers. Him and some other nerds as you would call them, or geeks, would stay after and build their own computers just for fun.


The irony of it is that he built this computer, and Hewlett-Packard turned it down less than five times, and then he starts his own company. The rest is literally history. I thought that was really interesting, just a company to provide tools like that. I know that companies do that in a variety of ways. Of course, someone like Point It, we don’t have hardware here. I guess we do with extra computer screens for working at home and stuff like that.


There’s a lot of other way that companies can provide tools to help people continue to grow. Whether they’re saying this is just something you can use for us isn’t the best way to go. Something they continue to learn, even if you don’t stay with the company for your whole life, is very beneficial for the company at the time as well.


Maureen Jann: Sure. That makes sense. I saw Matthew Sweeney at content marketing world, and he was also very good there and wasn’t jet lagged. He’s just really good at what he does. He’s certainly better at what he does than sales force is at what they do, so cheers. Anyway, Tim, you go ahead. Sorry.


Tim: For me, I think it was Oli Gardner. I think that was day one as well. He was talking about Franken pages and he had the most … He had Frankenstein and this whole thing with his PowerPoint. To he honest, it’s funny. It was such a well packaged session clearly he’s given this many times. You go … You tweet to him or whatever and you end up at a link where you put in your information and can download literally everything. The links, by the way, will be in the show notes.


Maureen Jann: Hey, that’s my line.


Tim: I mention it because there was just so much detail that he went into on how to build great landing pages that are effective, and lots and lots of testing and lots and lots of data. Where you put bottoms, where you put the video on a page. For me, the big takeaway from that session was the five second test. Just ask 25 people what is it that this company does? Give them five seconds to look at the web page and see if they can answer the question.


It’s remarkable how many pages, especially now with responsive, mobile friendly sites that vary all the data, how many pages you can’t tell what the company does or it’s completely inaccurate assuming of course that they didn’t know what the company did before.


There were a number of little tests like that that you can use to really see okay, is it actually a great page or do you just think it looks like a great page because either you’re being too creative or you’re looking at analytics but not necessarily the analytics that represent your customer or the people who are going to spend money and really looking at how that all flows and what you can do.


I mentioned earlier that I wasn’t into a lot of the technical sessions, but I had a similar session with email where it just dives into really, really great detail. There were just so many sessions where we just dove in, dove in, dove in. For me, that was really the most powerful one.


Maureen Jann: Nice. Right on. I spend more time in data driven sessions than I expected to. It felt like that was the space where I needed to spend more time, but it’s not the one that I think … That wasn’t the sessions that got me the most excited. I am an Ann Handley fan girl from marketing, so she came and hugged me, and I was very excited because we know each other now.


I always loved her blend of actionable and strategic advice. She’s so dynamic on a stage. She does such a nice job with holding your attention. I think that her quest for the greatest and weirdest marketing copy brings deep joy to me because I love that kind of obscurity. Boom shakalaka, right? The bottoms that … We’ll talk about that later.


It makes me really happy, but the other channel I also really … The other session I really enjoyed was the channel mix presentation with Matt Hertig as well … Even though it was a commercial, it was a really well done commercial. I’m actually stealing the agenda because I should’ve written down the actual session name. He was really interesting. He did a good job of getting really exciting about his product in a way that … You actually got behind him even though he was selling to you the whole time. The truth about marketing analytics.


There were some truths. There were four truths, and he was very clear about his truths. I came way believing that their product was probably good at what they do, so that was pretty cool. The next one is who was the most dynamic speaker? I struggled with this one a little bit because there were a couple, without going Ann Handley Ann Handley, Ann Handley … Because she’s so much fun. I don’t know. What do you think, Paul?


Paul Garrison: I did really enjoy Ann Handley’s opening keynote, but I … For me, it was really the Steve Wozniak. I’d never seen him speak, and quite frankly I didn’t really know that much about him and just how big of an impact the Apple product has had on me from college, it being … Some people had Mac Books. It sounds really low level, but just the impact that it’s had as an overall company, and then just hearing him discuss his journey to get there and also his …


He seemed to have, in my opinion, a refreshing I guess support for entrepreneurship even within your own companies, and it seemed like a lot of the questions that were being asked were, “How do we encourage more innovation within large companies?” And things along those lines. I think that’s an interesting topic. I think that there’s … I could dive deeper, in my opinion, on that, but I think that his discussion overall was the most memorable for me.


Maureen Jann: Right on. What about you, Joshua?


Joshua : I’ll probably have to go with Andrew Dumont. He had the building a growth marketing machine, and not to jump ahead here but he also had my a-ha moment as well. I thought it was really interesting because they had him listed, and he talked about being CMO’s of several companies. The one they had him listed last he actually left a couple weeks ago, but he’s like … He mentioned that right in the beginning. He’s like, “I’m actually no longer with [Bittley 00:25:47].” That was really good.


What really hammered home for me was a couple things. Everybody likes to talk about their accomplishments. We all do, right? We all like to talk about the great things we do, but he really focused on some mistakes he did at certain companies. I think that says a lot about someone who’s openly willing to talk about some wrong things they did, one, so other people can learn from those mistakes and, two, just to show his growth as well.


The fact that he was so forthright with that and just said, “Hey, I messed up bad. That was horrible.” He just kind of reiterated and then talked about the ways he fixed it and changed. I think, like I said, we love to talk about … It’s like someone who gambles, right? They only tell you when they win. No one talks about their losses. For someone to do that, I thought that was great.


Maureen Jann: What’s interesting about that is there’s talk around marketing campfire as it were to talk … I had to do a series on failure, and it is something that people don’t talk about enough. I don’t think you’re alone in your fascination and hearing that kind of thing. That’s cool. I’m sorry I missed that session. It’s too bad I couldn’t be at eight places at once.


Joshua : It was also part of the … That one was a little bit touch because I showed up for the 7:30 to 8:30 networking event breakfast which was non existent.


Maureen Jann: How many people?


Joshua : There was five, and I think two of them weren’t there. Then also too, excuse me, then I really thought their breakfast was worse than a Holiday Inn.


Maureen Jann: Let’s not go down this … [crosstalk 00:27:23]


Joshua : Anyways, so I didn’t have the energy level for that, but I still found it. He kept it up when I was half asleep and hungry at the time as well.


Maureen Jann: Right on. What about you, Tim?


Tim: I’m on the internet as I switch up who I was going to talk about because I loved the sale force B2B session a lot, but I have to mention Hasan Ali who was doing how to get real and cut the BS in your millennial marketing. He works for the Onion which beforehand … Go ahead and say it, Joshua.


Joshua : That’s the most ridiculous thing I’ve ever heard. You work for a BS website. You make up stories. I was reading that, and I couldn’t …


Maureen Jann: You have to imagine that their analytics is pretty legit. They probably have a ton of data about …


Tim: That is not what they were talking about.


Joshua : Cut the BS on millennial marketing? Your whole job is based on creating a website full of BS.


Tim: Let me tell you how he crafted this. [crosstalk 00:28:17] I had to start off with this because we literally had this discussion right before we went, and I almost skipped the session. I only went in because I really wanted to be in the big room where I had room to open up my laptop. Turns out, it was really, really solid. He’s awesome. He works in partnerships winch is just a personal passion of mine, partnerships with the Onion doing native advertising.


What he was talking about was with millennials, re-crafting your advertising so that it’s humorous, it’s funny, it comes across, and people are willing to accept that there’s an ad. That works really well with the Onion because they’re willing to except a lot when they’re reading the Onion.


Maureen Jann: That’s true.


Tim: If you’re doing an advertorial … If you’re doing your advertising, it’s a little bit off the cuff, he actually helps the brands to crack that story, make it funny, make it interesting, and they get unbelievable numbers of retweets and engagements and just blowing things out of the water, like Super Bowl style numbers for these guys.


Maureen Jann: Wow.


Tim: I just really learned a lot from him. He’s just a funny guy. No polish at all, just hilarious and wandering around with his shirt out, looking all slackerish, but he’s fascinating. He’s clearly done very, very good work with the editorial staff over there. That’s one of the benefits. They’re a very creative team.


Maureen Jann: Totally.


Tim: He brings that out for brands. It was a real lesson to me of how native advertising can be done really, really well in the flow of a website’s content. Obviously that’ll look different depending on your brand and the location. There’s that. The other person I really respected a lot was Cliff Seal from sales force covering B2B marketing.


Joshua : So much sales force love in the room.


Tim: He was fantastic. It was very well put together. He brought out one thing that … He’s talking about when you craft and create content, whether it’s for B2B or B2C really, making sure that you have a diversity of people in the room. It was a really honest moment where he was like, “Listen, everybody can’t look like you. Everybody can’t …” Whether that’s gender or race or economics status or from the same place … It needs to look like your customer.


The room where you’re crafting content or reviewing content needs to look like your customer because otherwise you just don’t understand where it is that they’re coming from if you have multiple types of customer, for travel, travel agents, and then user … Make sure that all those voices are represented and that people are seeing things from different ways.


Maureen Jann: That’s a good point.


Tim: The other thing he went off on quite a bit … He’s a creative, and he was talking about design thinking and bringing design thinking to marketing, and a lot of times I think that marketers or … He was talking about how marketers tend to follow analysis and really making sure that analytics doesn’t drive creative. Creative comes first, then you look at how it works and then you iterate. Really doing that and design sprints kind of the agile thinking. I really liked that. It was a great deck, a great presentation. He just rolled with the punches, with the mics and the remotes and everything and got a lot of content across in 30 minutes.


Maureen Jann: Cool. For the sake of time, because we tend to be running over in the last couple of weeks …


Joshua : Can we not talk about how over dressed I was then?


Maureen Jann: Did I or did I not mock you when you walked in?


Joshua : As you should have. I like my suits.


Maureen Jann: What are we at on time?


Paul Garrison: We are at about 30 minutes.


Maureen Jann: Let’s do one last thing, and then we’re going to cut it out. We’ll cut it. Let’s talk about a-had moments because I think that’s a good question.


Paul Garrison: I think that, for me … I don’t know. There were a lot of different things that I thought were interesting. The CEO of email on acid was discussing the percentage of emails. I don’t know. For some reason, this resonated with me. This percentage of emails that are open by mobile devices. I also looked at the number like … He said in the 54 percent or around there. I’ve seen 65 …


Maureen Jann: Whatever it’s the majority … [crosstalk 00:32:25]


Paul Garrison: Whatever it is, but it’s more than half. I think that he said you and your team spent so much time putting together these email campaigns and just even on a daily prospect an email or informational email, you put a lot of effort into it, and I think … I’ve never really thought about how that would appear on a mobile device. Maybe if you’re sending emails that are too … Just having images or any sort of movement on your images or just a quick message. I thought that was insetting and I think it’s something to look at and to take seriously moving forward if you’re having trouble or curious about the effectiveness of your emails.


Maureen Jann: Good thing your marketing team has your back on that.


Paul Garrison: No doubt. I needed an a-ha moment.


Maureen Jann: I think that’s great. What about you, Joshua? A-ha moment?


Joshua : I really didn’t have any a-ha moments. I thought there was a lot of things interesting. Nothing really blew my hair back, not that it would move but …


Maureen Jann: Good point.


Joshua : There was one thing that stuck out, [Maria Salts 00:33:24] from Adobe mentioned that soc will overtake search in 2018. I didn’t necessarily agree. Actually when I say that, I didn’t agree at all. I do think soc was going to continue to play a much bigger part, but I do think we’re a couple years away. Search is still the best way to get high quality leads the fastest way, the most efficient. That may not always be the case, but for now … I think it was a pretty big step to say by 2018 it’s going to overtake it.


Maureen Jann: I think that’s early too. I think it’ll get close, but I don’t think it’ll quite …


Joshua : Say 2019, 2020, I can definitely see that happening, but as of right now, I don’t think it’s quite there. I think with all these new platforms, it’s just time to get it all measured. You can’t go on your Snap Chat and not see ads now, but how many people are just moving those ads away as soon as possible? Instagram got into it for a while. Now they’re revamping a little bit because people were more annoyed by it.


Twitter does it all the time, but I think with Twitter there’s just so much content, you can easily just go up and down from it. They’re still figuring a lot of those things out. Obviously Facebook is an amazing platform for doing ads. It’s one of our biggest successes as well. To say as a whole it’s going to overtake, I wouldn’t think so.


Tim: I’m just going to jump right in and play off of that. For me, the big a-ha was you can do a lot with each of these channels, but you really need to understand the channel that you’re in and be on the channels that your customers are in. The friction session from Michael Barber … He was talking about how he sees purchasing happening on platforms, so on Twitter, on Facebook, and literally never leaving to an owned platform. Never leaving to your website, only living and doing purchasing through those platforms.


Our customers live … Some of them it’s email, some of them it’s Facebook, but they’re going to be less and less tempted to go outside and to go to multiple channels, so you really have to be where they are. You can do incredible things, but you have to make them responsive. There was an email session where we were talking about this is how it shows up in Outlook, this is how it shows up in Gmail.


So if you want to do video in your emails, for example, you can play a video in Gmail. It’s fantastic. It’s beautiful, but you also need a GIF for other platforms and then you need a single screen for Outlook because it’s only going to show the very first frame, so if it’s the wrong frame, your entire email is going to look horrible, and what’s your alt text by the way because it might not show up at all.


It gets complicated, but it’s absolutely beautiful if you’re willing to do the work to understand that and to still be able to play. Just seeing what you can do if you’re really willing to dive into it was an incredible a-ha for me, how it’s just finding the right channels to concentrate on and where to find enough time to make it all beautiful.


Maureen Jann: It’s interesting that you were talking about all the different ways that it would look. Between the two of you talking through the mobile impact on your design and how you sort that out. In Mike King’s session for around the future [inaudible 00:36:30] SEO, he was talking about how you need to have a bank of devices that you could test it on all of them and I was like … He called it a device library and I was like, “That is brilliant. I’m not doing that, but that is brilliant.” I just thought that was really cool, a nice little jump off there.


Tim: John’s from email on acid and they give you a virtual bank of tools for that.


Maureen Jann: That’s less expensive.


Tim: It’s very much less expensive and very much what I’m … I think we should definitely look at that. He was just pheromonal. I talked to him for a bit, and it was just great.


Maureen Jann: Cool. Nice. For me, it was definitely Ann Handley’s session again because I’m that girl. What I loved is she talked about [freaker 00:37:09] which is apparently a cozy, like a soda cozy. You have to be on freaker dot com because it’s really funny. I think it’s freaker dot com. I don’t know. Search freaker cozies.


Joshua : Let’s be honest. They’re for beer.


Maureen Jann: Actually we have some, and we use them for all kinds of things. Even the beer cozies fit over a water bottle.


Joshua : It might just taste better …


Paul Garrison: I did really like how she would dig into the story. I thought that was something I didn’t mention, how each … A lot of the speakers really discussed story telling. I never realized how much … They showed the Nike commercial. I love the Nike commercials. Absolutely love all of them, so I thought it was interesting.


Maureen Jann: I love the fact that she’s so enthusiastic about the ASPCA too, and they showed that picture, that story about the gentlemen who was ill and found a dog that was equally ill, and they got healthy together. So many tears. What I loved was even … When you own your voice in a way that’s really genuine, that every detail on the website can help deliver that message … I mentioned book shakalaka earlier, but she showed us freaker’s website. Their footer was every bit as awesome as the copy on their website.


If you signed up for their mailing list, it says, “Mailing list awesome. Put your first name, your last name, your email address …” Then instead of a submit button it said, “Boom shakalaka.” That made me really happy. I thought how can we add more boom shakalaka to our website because boom shakalaka. Just that idea, turning the smallest detail on your website into something that speaks to your culture and the voice you’re cultivating to help create and drive that whole squad concept, that squad mentality where people want to be part of your club is I think my a-ha moment. I was just like, god, that is the opportunity wasted. We need to go do something about that.


Joshua : Speaking of opportunity wasted, me being me forgot my badge and going home to get another one, and doing that they gave me Steve Wozniak’s badge. What I should have done was actually kept that little print out as a good memento from that trip.


Maureen Jann: Right on. Very cool. We’ve officially run out of time plus plus. Like I said, I think there’s a real market for an advanced marketer’s conference that kind of takes us into the deeper dives. Everybody think about that, and get back to me. Thank you guys for joining us again. Hopefully you find this weirdo podcast of ours useful. If you did, let us know. We’ll do them in the future because we go to a lot of conferences around the office. It might be a helpful thing.


We’ll include any of the links that we mentioned in the show notes for your reference. If you have any suggestions on guests or topics you’d like to see us cover, let us know by emailing us at Maureen … Marketing or Maureen, Maureen J … We’re marketing at point it dot com. That goes to more people. You probably want that one. If you like our podcast, I encourage you to rate us on your favorite podcasting platform.


At this point, it’s time to say goodbye, so I’m actually rushing a little so I don’t keep anybody longer than they need to be. I’m Maureen Jann signing off from fine point digital marketing updates. Find us on Twitter for our latest content, podcasts and more. Subscribe to our podcast via your favorite podcast distribution source including the iTunes store. We’re looking forward to another great week. We’ll see you next week. For now, stay on point.




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