1

103 G E N U I N E M A R K E T I N G T H O U G H T L E A D E R S T O F O L L O W

2

THE BACKSTORYN O T A N O T H E R L I S T !

Are there any genuine “experts” anymore? This is a question many people ask. There have been many articles devoted to this, too, including Tom

Nichols’ “Death of Expert”, published in the Federalist, and B.L Ochman ‘s “There are Over 181,000 Social Media ‘Gurus,’ ‘Ninjas,’’Masters,’ and ‘Mavens’

on Twitter” published by Adage in 2013! Granted, many self-proclaimed ‘experts’ may be smart, but do they really deserve the title of expert? Who should

you listen to?

To help answer this question I got together with a few of my colleagues who are best selling authors in the field of marketing, leading marketing consultants,

professors of marketing, and even an actual ‘Ninja’ to create a curated list of thought leaders. The result is a list of thought leaders, created by the thought

leaders. Those of us who put time into this did so because we honestly want you to succeed, and are a bit tired of self-promoters peddling bad advice. I take

full responsibility for the final decisions of who is on and not on the list. Please read the next slide to understand what it took to be included.

Sincerely, Mathew Sweezey, @msweezey

**Of course many people will read this and cry “But, you didn’t include this person.” True! I didn’t, and with over 200k people claiming to be thought leaders

just with in the space of social media there is no way I could include everyone. If you’re offended because you didn’t make the list I’m #sorrynotsorry, With

that said, do feel free to add more names in the comment section below. Note: This list is my work and may not reflect the views of my employer.

3

MAKING THE LISTW H A T I T T A K E S

T O M A K E T H E L I S T A T W I T T E R H A N D L E M U S T M E E T A L L T H R E E C R I T E R I A

The people on this list must have a presence on Twitter

and focus primarily on the subject at hand. This will keep

your “Thought Leadership” feed laser focused on

marketing without pictures of babies and food porn.

Also their feed must not be overwhelming!

A C T I V E O N T W I T T E R

We’ve tried to ensure that the people on this list

are original thinkers so you are getting your

ideas from the actual people having them, and

that we’re putting you as close as possible to the

best minds out there.

O R I G I N A L T H I N K E R

The people on this list must also be proficient

writers through their books, blogs, and/or other

publications. We wanted a list of the most

active thinkers.

S C H O L A R LY

4

HOW TO USETHE LIST

I n s t r u c t i o n s

T h e l i s t i s s e g m e n t e d b y c a t e g o r y. E a c h

c a t e g o r y i s a l s o a Tw i t t e r l i s t . Yo u ’ l l f i n d t h e l i n k

t o t h e l i s t a t t h e b e g i n n i n g o f e a c h s e c t i o n .

F o l l o w t h e m a n d y o u i n s t a n t l y h a v e a c o n t i n u o u s

f e e d o f s o m e o f t h e b e s t c o n t e n t . O r c h o o s e t o

f o l l o w a l l 1 0 3 i n s t a n t l y b y s i m p l y c l i c k i n g t h e

b u t t o n b e l o w.

F O L L O W A L L 1 0 3

T h e l i s t i s a l s o h e r e t o h e l p i n t r o d u c e y o u t o n e w

d i s c i p l i n e s o f m a r k e t i n g , a n d n e w t h o u g h t

l e a d e r s y o u m a y n o t f i n d o n y o u r o w n .

C L I C K H E R E T O

A D D T H E F U L L

L I S T T O Y O U R T W I T T E R

A C C O U N T

5

THE PEOPLECHANGING THE IDEA OFCONTENT

C O N T E N T M A R K E T I N G

Content marketing is a massive term, so we’ve decided to break

this section down in the most progressive minds in content. The 11

people we’ve chosen will give you a wide range of ideas and best

practices covering traditional ideas of content, and brand new ones

as well.

F O L L O W A L L 1 0

6

ANN HANDLEY

E V E R Y B O D Y W R I T E S

A n n i s t h e f o u n d e r o f M a r k e t i n g P r o f s a n d a u t h o r

o f E v e r y b o d y W r i t e s . H e r w i s d o m , i n s i g h t s , a n d

p e r s p e c t i v e g a r n e r h e r a t o p s p o t .

JAY BAER

H E N E V E R S T O P S

ROBERTROSE

C O N T E N T S T R A T E G Y

@annhandley

@jaybaer

J a y B a e r h a s e a s i l y b e c o m e o n e o f t h e b i g g e s t

n a m e s i n m a r k e t i n g o v e r t h e p a s t f e w y e a r s w i t h

h i s b o o k s Yo u t i l i t y a n d H u g Yo u r H a t t e r s , h i s

b l o g C o n v i n c e a n d C o n v e r t , a n d h i s a m a z i n g

w i t . J a y d e s e r v e s a s p o t a t t h e t o p o f t h i s l i s t .

@robert_rose

R o b e r t R o s e i s t h e C h i e f S t r a t e g y O f f i c e r f o r

t h e C o n t e n t M a r k e t i n g I n s t i t u t e a n d a u t h o r o f

M a n a g i n g C o n t e n t M a r k e t i n g . H i s b r i l l i a n t

i n s i g h t s o n c o n t e n t a r e b u s i n e s s c h a n g i n g .

7

DON’T DISCOUNT A COMICL A U G H T E R I S A G E N U I N E H U M A N E M O T I O N

I f y o u r e a l l y w a n t t o b r e a k t h r o u g h , y o u n e e d t o m a k e t h e m l a u g h !

I meet Tom a few years ago when writing for Clickz.com. I was working on a piece

on the use of humor in B2B content. Tom has created an entirely new field of

content out of comics which are proving to be some of the best content for the

companies using them.

Kronos uses Tom’s comics to share on Facebook. They achieve 10X the

engagement with these comics than they see from the company blog. When you

are thinking about content, don’t forget to think about new formats of media such

as humor.

T h e c o m i c m i n d b e h i n d @ m a r k e t o o n i s t a n d o n e o f t h e f u n n i e s t m e n i n c o n t e n t m a r k e t i n g

TOM FISHBURNE@TOMFISHBURNE

8

CONTENT (CONT)N E V E R C A N H A V E E N O U G H

Steve is Chief Content Strategist at

Edelman, and a professional blogger. He

travels and writes on the topic of

content, modern PR, and engagement

from a unique and refreshing angle.

S T E V E R U B E LT O D D W H E AT L A N D@toddwheatland

Todd is global head of strategy at King Content,

and previously was head of marketing at Kelly

Services. He’s also in the content marketing

Hall of Fame! Oh and he hosts a podcast called

Pivot. He’s worthy of your follow.

JOE PULIZZI @joepulizzi

Joe is the founder and CEO of Content Marketing

Institute and author of Content Inc, and Epic

Content. He’s one of the people who helped elevate

the idea of content marketing to its stated glory.

Welcome Joe and his orange suit to your twitter

feed with open arms.

@steverubel

9

VIDEO MARKETINGT H E B E S T V I D E O K N O W L E D G E

A Va n c o u v e r - b a s e d v i d e o a g e n c y w h o i s p r o d u c i n g s o m eo f t h e b e s t v i d e o c o n t e n t e v e r.

T h e i r m u l t i p l e E m m y a w a r d sv a l i d a t e m y c o m m e n t s .

S T I L L M O T I O N@stillmotion

C h r i s i s p r o b a b l y t h e b e s t t e a c h e r o f v i d e o s k i l l s a r o u n d .I ’ v e s h o t w i t h h i m m a n y t i m e s ,a n d h i s v i d e o s a r e p r o o f o f h i s

s u p e r i o r t a l e n t . P r e p a r e t o l e a r n !

C H R I S L AV I G N E@crlvideo

Ti m i s M R . Yo u Tu be . I f y o u a r e u s i n g Yo u Tu b e t h i s g u y i s a

m u s t f o l l o w. B r i n g i n g y o ui n s i g h t s w e e k l y.

T I M S C H M O Y E R@timschmoyer

Video is the number one most engaging format of content. From the list below you’ll learn how to shoot vide (Chris), learn the best video marketing tips (Tim), and find new inspiration from the Emmy award winning video production house Stillmotion.

10

THE TOP MINDS INSOCIAL MEDIA

S o c i a l i s H u m a n

S o c i a l m e d i a i s a b i g f i e l d , s o I ’ l l b r e a k i t d o w n f o r

y o u i n t o t a c t i c a l c a t e g o r i e s : O r g a n i c s o c i a l m e d i a ,

p a i d s o c i a l m e d i a , s o c i a l s e l l i n g , a n d c o m m u n i t y

m a n a g e m e n t .

F O L L O W A L L 1 7

11

HE’S SERIOUS ABOUT SOCIALH E ” S G O T T H E S K I L L S

I f t h e r e w a s a K i n g o f S o c i a l M e d i a T h o u g h t L e a d e r s h i p , h e w o u l d w e a r t h e c r o w n .

Mike is the founder of Social Media Examiner, and host of the Social Media Marketing

podcast, and author of Launch, and a few others . He founded one of the largest and most

successful social media education platforms in existence. The social media podcast he

puts on is a top 10 marketing podcast. The social media conference he puts on is also the

largest social media conference.

Social Media Examiner stays on top by combining expert bloggers, and new research

interspersed with ‘how to’ articles as well. He took Social Media Examiner from a startup

publication to a social media powerhouse in less than a year. Everyone in social media will

agree Michael belongs on this list.

MICHAEL STELZNER@mike_stelzner

12

ORGANIC SOCIAL EXPERTST H E M U S T F O L L O W M I N D S

M A R K S C H A E F E R@markwschaefer

M a r k i s a b e s t - s e l l i n g a u t h o r, p o d c a s t h o s t , R u t g e r s p r o f e s s o r a n d a l l a r o u n d n i c eg u y. H e ’s a m u s t t o f o l l o w i n t h e w o r l d o f s o c i a l .

J A S O N FA L L S@jasonfalls

T h e a u t h o r o f N o B u l l s h i t S o c i a l M e d i a , J a s o n c u r r e n t l y w r i t e s o n a l l t o p i c s o f m a r k e t i n g a n d h e l p i n g c o m p a n i e s u n d e r s t a n d t h e m o d e r n m e d i a w o r l d .

o n F a c e b o o k , a n d i s a r i s i n gs t a r i n t h e s o c i a l w o r l d .

A M Y P O R T E R F I E L D@amyporterfield

A m y i s a n a u t h o r a n d p o d c a s th o s t . S h e ’ s f o c u s e d p r i m a r i l y

C o n s i d e r e d b y F o r b e s a s o n eo f t h e 1 0 b e s t S o c i a l M e d i am i n d s , a n d a u t h o r o f t h e # 1b u s i n e s s b l o g . J e f f i s a t r u ee x p e r t i n t h e f i e l d o f s o c i a l .

J E F F B U L L A S@jeffbullas

The list below is a “Who’s-Who” of the organic social space. Each name here is well known for their expertise, and are professional experts. They’ve helped thousands of companies learn and harness the power of organic social, and they will help you do the same .Dig deeper by

checking out their books -- they are great as well.

13

“99% of people don’ t market in the year they l ive in”A P I O N E E R A N D P R A C T I T I O N E R

E a s i l y o n e o f t h e m o s t o u t s p o k e n p e r s o n a l i t i e s i n m a r k e t i n g t o d a y. Yo u c a n n o t h a v e a “ m u s t f o l l o w ” l i s t

w i t h o u t p u t t i n g G a r y Ve e o n t h e r e s o m e w h e r e .

Gary’s story is one you may not know. He got his start by selling wine on the

iInternet. He took his family businesses from $7 million in annual sales to over

$40 million in a few short years. How? Youtube!

Gary is not only a passionate marketer, he is a great mind. He is constantly

looking at the market place and determining new ways to use media, and connect

with people on new channels. He’s also a best selling author, investor, CEO of

Vayner Media, and delivers one of the best keynotes you’ll ever experience.

T h e M u h a m m a d A l i o f t h e m o d e r n m a r k e t i n g w o r l d

GARY VAYNERCHUK@GARYVEE

14

MORE SOCIAL EXPERTSM O R E S O C I A L L E A D E R S

J A S O N K E AT H@jasonkeath J a s o n i s t h e b r a i n b e h i n d S o c i a l F r e s h , T h e h o t t e s t and l o nges t r unn i ng s o c i a l m e d i a e v e n t a r o u n d . H e m a k e s t h e l i s t b e c a u s e h e h a s a n e w v i s i o n o f w h a t s o c i a l c a n b e , a n d s h o u l d b e .

N E A L S C H A F F E R@nealschaffer A p r o f e s s o r o f s o c i a l m e d i aa t R u t g e r s , N e a l h a s h i sf i n g e r o n t h e p u l s e o f t h e t o o l s ,t a c t i c s , a n d f u t u r e o f s o c i a l m e d i a . H e i s a p e r s o n t of o l l o w.

T E S S A H O R E H L E D@tessa Te s s a m a k e s t h e l i s t f o r b e i n g a s o c i a l p i o n e e r, a n d V P o f s o c i a l s t r a t e g y f o r D i g i t a s L B I . S h e i s a l s o a S X S Wf e a t u r e d s p e a k e r, a n dl i v e s o n t h e c u t t i n g e d g e .

P E G F I T Z PAT R I C K@pegfitzpatrick

P e g i s t h e a u t h o r o f T h e A r to f S o c i a l M e d i a a n d h e r f e e di s b e a u t i f u l , a n d i n f o r m a t i v e .H e r k n o w l e d g e a n d c u r a t e df e e d m a k e i t a m u s t f o r t h i sl i s t .

The names below round out a full suite of both client side experts, professors, and consultants. These names have proven their value to numerous brands and even toped the Guinness Book of World Records. It would be a mistake exclude any of them.

15

SOCIAL + SELLINGB 2 B N E E D S S O C I A L T O O

K O K A S E X T O N J I L L K O N R A T H J I L L R O W L E Y

S o c i a l S e l l i n g l e a d i n g e x p e r t , a n d h e a d o f s o c i a l m e d i a f o r L i n k e d i n . K o k a i s a r a r e b r e e d o f t h o u g h t l e a d e r w h o i s a t t h e t o p o f h i s f i e l d , a n d c o n s t a n t l y g r o w i n g a n d s h a r i n g h i s w i s d o m .

@kokasexton @jillkonrath @Jill_rowley J i l l h a s s p e n t y e a r s a t t h e t o p o f t h e e n t e r p r i s e s a l e s g a m e , a n d i s a u b e r p a s s i o n a t e s o c i a l m a v e n . S h e c o m b i n e s t h e s e t a l e n t st o t e a c h s o c i a l s e l l i n g t o t h e w o r l d .

K e n i s o n e o f t h e n i c e s t s a l e s p r o f e s s i o n a l s I ' v e e v e r m e e t . H e ' s a l s o o n e o ft h e m o s t p a s s i o n a t e t h i n k e r s o n t h e f u t u r e o f s o c i a l s e l l i n g , a n d t h e f o u n d e r o f i n s i d e s a l e s . c o m .

K E N K R O U G E

@kenkrougeA u t h o r o f 3 b e s t s e l l i n g b o o k s o n s a l e s , J i l l i s a m u s t f o l l o w. S h e n o w f o c u s e s o n s a l e s a c c e l e r a t i o n a n d p r o p o n e n to f s o c i a l s e l l i n g t a c t i c s .

16

COMMUNITY MANAGEMENTB U I L D I N G H O L I S T I C B R A N D S

A bright mind in the modern shaping of

audience and community. Bill focuses on

more than just building a group of

people, he focuses on the purpose

behind the community, and teaches

brands the power of building

communities.

B I L L J O H N S T O N@billjohnston

CARRIE MELISSA JONES@Caremjo

Founding partner of and COO of CMX, the

worlds largest community focused

conference, her writings are often

featured in VentureBeat, WeWork, and

other key publications.

R I C H A R D M I L L I N G T O N@richmillington

Author of Buzzing Communities, and

founder of FeverBee, Richard is laser-

focused on building communities via

social media. He’s a high;y sought after

speaker.

17

THE REAL EXPERTSOF EMAIL

E M A I L I S N O T D E A D

The way we use email today is vastly different than the way we used it only a few short years ago. The advancements in tactics, technologies,

and tools require constant learning. Here is a list of the top minds in the three core disciplines of email.

All email must be well-designed. This

does not mean they must be pretty, but

rather be well-crafted for their purpose.

D E S I G N

At the heart of every email is copy. Copy

writing for email is not copy writing for

advertisements so make sure to take

note.

C O P Y

Only after having good design and great

copy will a winning strategy work.

Listening to these strategy experts will

have you dialed in quickly.

S T R AT E G Y

F O L L O W A L L 7

18

THE ONLY EMAIL “NINJA”H E ” S G O T T H E S K I L L S

C h r i s h a s h a d a f u l l c a r e e r i n e m a i l o n b o t h t h e v e n d o r a n d c l i e n t s i d e . W h e n a s k e d a b o u t o t h e r ‘ M a r k e t i n g

N i n j a s , ’ C h r i s ’ r e s p o n s e i s , “ I c o u l d p r o b a b l y b e h e a d m o s t o f t h e m w i t h a k a t a n a f a i r l y e a s i l y ” .

It needs to be clearly stated there are those actual thought leaders such as Chris, and then

there are people to claim to be Marketing Ninjas. Chris is an actual Ninja and practices

http://www.bostonmartialarts.com/ dojo. He’s the only marketing ninja in existence and

takes the title seriously. He is well versed in all aspects of marketing, but focuses on email

and technology.

Chris has been a speaker at more events than he cares to count, and listed on just about

every “Who’s Who” list from Forbes on down. He’s the essence of thought leader in the

email space. He’s authored multiple books on marketing, and serves as VP of Marketing

Technology for SHIFT Communications.

D o n ’ t c o n f u s e h i m a s S e a n ’ s b r o t h e r !

CHRIS PENN@cspenn

19

CHAD WHITE

@ c h a d s w h i t e

C h a d i s t h e l e a d i n g e x p e r t o n e m a i l !

H e ’ s w r i t t e n a n d r e s e a r c h e d t h e t o p i c

o f e m a i l f o r y e a r s a t b r a n d s s u c h a s

E x a c t Ta r g e t , R e s p o n s y s , a n d n o w a tL i t m u s . H i s S t a t e o f E m a i l r e s e a r c hs e r i e s i s e x c e l l e n t .

JUSTINEJORDAN

@ m e l a d o r r i

J u s t i n e i s V P o f m a r k e t i n g a t L i t m u s

s h e i s a f r e q u e n t s p e a k e r o n e m a i l

d e s i g n , a n d t e s t i n g . A l w a y s a g r e a t

p e r s o n t o l i s t e n t o , a n d f u l l o f s p u n k !

MATT BYRD

@ m p a r k e r b y r d

A n a w a r d - w i n n i n g e m a i l m a r k e t e r , M a t t

c u r r e n t l y w o r k s f o r U B E R a n d l o v e s t o

t a l k a b o u t e m a i l , a n d l i f e c y c l e

m a r k e t i n g .

20

TECHNICAL EMAIL EXPERTSB U I L D I N G H O L I S T I C B R A N D S

Founder of @Actionrocket a creative

studio for email. Eliott is also a frequent

writer on the topic of email covering

everything from fonts for email to subject

lines. He is serious about email.

E L I O T T R O S S

CEO of Alchemy Worx, Dela is a must

on this list. His laser focus on email and

his insights make him a person to know

and follow. In his words, “Know the

difference between a thought leader, and

a thought follower”.

D E L A Q U I S T S I M M S J E N K I N S@iameliott @delaquist

T h e s e e m a i l e x p e r t s w o r k w i t h h u n d r e d s o f b r a n d s , a n d r u n s o m e o f t h e b i g g e s t e m a i l m a r k e t i n g

a g e n c i e s o u t t h e r e . T h e i r k n o w l e d g e i s s u p e r i o r a n d t h e i r c l i e n t l i s t p r o v e s i t .

@simmsjenkins A prolific writer on the subject of email,

Simms writes for multiple marketing

publications. He has also authored many

books on the subject of email, and is

CEO of Brightwave, one the largest

email marketing agencies.

21

PEOPLE BLURING THE

LINES OF STRATEGY AND TECH

E V E R Y O N E W R I T E S

The new world of marketing requires a significant level of

technological acumen. The following list of people are the ones who

understand both the tactics, and the tools needed to build amazing

and dynamic experiences . These are the people blurring the lines

between marketing and technology.

F O L L O W A L L 1 3

22

MARKETING & AUTOMATIONB 2 B N E E D S O C I A L T O O

G E O F F C O L O N M A T T H E I N Z J A S O N M I L L E R N O L I N L E C H A S S E U R

G e o f f i s c o m m u n i c a t i o n s d i r e c t o r a t M i c r o s o f t , a u t h o ro f t h e h o t n e w b o o kD i s r u p t i v e M a r k e t i n g , a n dh o s t o f t h e D i s r u p t i v e F Mp o d c a s t . N o t t o m e n t i o nh e ’ s w o n a C a n n e s L i o nb e f o r e ! H e k n o w s a t h i n g o rt w o .

@djgeoffe @heinzmarketing A u t h o r o f w e l c o m e t o t h e f u n n e l , a n d g l o b a l S o c i a l a n d C o n t e n t l e a d e r f o r L i n k e d i n . J a s o n i s a n e x p e r t i n t e c h n o l o g y, a n dh o w t o u s e i t . H e ’ s a l s o h o s t o f t h e S o p h i s t i c a t e d M a r k e t e r s ’ P o d c a s t .

@jasonmillerca B e f o r e c o - f o u n d i n g B r a i n r i d e r N o l i n w a s a v e r y e a r l y a d o p t e r o f m a r k e t i n g a u t o m a t i o n . N o w h o s t o f P i p e c o n , a n d C M O o f B r a i n r i d e r , N o l i n i s o n e o f t h e b r i g h t e s t m i n d s i n B 2 B a u t o m a t i o n .

@Nolin M a t t i s f o u n d e r o f H e i n z M a r k e t i n g a n d s o m e o n e w h o h a s w o r k e d w i t h m o r em a r k e t i n g a u t o m a t i o n t o o l st h a n j u s t a b o u t a n y o n e . H e ’ s a c o n s t a n t p r e s e n c e a tc o n f e r e n c e s , a n d a p r o a t B 2 B a u t o m a t i o n .

23

THE MASTERMINDC A N A D A ” S O W N

A T h o u g h t L e a d e r t o T h o u g h t L e a d e r s

Mitch has a lustrous background in marketing and social media. He’s been named one of

the most influential bloggers in the world (2006), Canada’s leading social media expert, and

one of the most influential marketing minds in North America. When the biggest brands in

the world want to know what is what with marketing, they call Mitch.

His books are also best sellers and must reads. He’s made the list not only based on what

he has done, but what he continues to do. His feed is not packed with “How To” tips, but

rather larger topics to help you see what else is going on in the world of marketing. His

blending of technology and innovation are supreme.

O f c o u r s e h e i s s m i l i n g , h e ’ s C a n a d i a n .

MITCH JOEL@mi tch joe l

24

GEO-MARKETINGL O C A T I O N – L O C A T I O N - L O C A T I O N

o n G e o - M a r k e t i n g . H i sb a c k g r o u n d i s i n d a t a a n dd e v e l o p m e n t . H i s Tw i t t e r f e e d i sf u l l o f s o m e o f t h e m o s ta m a z i n g g e o t e c h n o l o g y y o u w i l lf i n d a n y w h e r e . W a n t t o b e t t e ru n d e r s t a n d m a r k e t i n g v i a s e l fd r i v i n g c a r s ? H e ’ s y o u r g u y.

J E F F R O H R S@jkrohrs

C M O o f Y E X T, a n d p r e v i o u s l y h e a d o f m a r k e t i n g t h o u g h t l e a d e r s h i p a t S a l e s f o r c e , J e f fk n o w s h i s s t u f f . H e ’ s a s a d B r o w n s f a n , a n d a r e c o v e r e d l a w y e r . A g e n t l e m a n a n d a s c h o l a r .

E R I C G U N D E R SEN@ericg

C E O o f M a p b o x , E r i c i s f u l l h o g

D AV I D K A P L A N@davidakaplan C u r r e n t e d i t o r f o r G e o m a r k e t i n g . c o m , a n d p r e v i o u s l y e d i t o r f o r A d E x c h a n g e r . D a v i d i s c o n s t a n t l y f o l l o w i n g t h e b e a t t o t h e h o t t e s t s t o r i e s a b o u t G e o - M a r k e t i n g a n d a g r e a t s o u r c e o f f r e s h o r i g i n a l i d e a s .

M A R C P R I O L E A U@mprioleau

M a r c i s c u r r e n t l y w i t h U B E R h e l p i n g t h e m w i t h t h e i r G E O s y s t e m s . H e ’ s b e e n i n t h e G e o S p a c e s i n c e 2 0 0 9 w h e n i t f i r s t w a s i n i t s i n f a n c y. A d e e p t h i n k e r a b o u t G e o a n d h o w a l l t h i n g s a r e a f f e c t e d b y i t , h e ’ s a s e r i o u s m i n di n t h i s f i e l d .

Providing a contextual experience now means involving new data such as location. This is the new world of Geo-Marketing and it is a very powerful one. From Google directions, Store Location and Hours, to Self Driving cars Geo is the cutting edge of what will be. Here are the minds to

help you full grasp this reality.

25

NON CONFORMISTA L L A R O U N D A N D N E V E R D U L L

T R AV I S W R I G H T

Joe is a mastermind of content, technology, and

future trends. He doesn’t fit well into a box as his

tattoo’s may express. He was one of the brains

behind Eloqua and HubSpot’s content success, and

a practicing marketer to this day.

J O E C H E R N O V M A R K R I T S O N

Mark is an associate professor of marketing and

branding at the Melbourne Business School. His

writing, speaking, and presentation style earn him a

marketing non-conformist title, and his knowledge

lands him on the list. He’s a must follow.

@markritson @jchernov @teedubya

Travis may be one of the brightest minds in

marketing that you are not familiar with. He writes for

Forbes, hosts a podcast for Venture Beat, and is a

helluva nice dude. He’s always pushing the bounds

of what marketing is and can be.

26

THE MAN WHO MAPPED THE#MARTECH WORLD

W I T H T H E E X P L O S I O N O F T E C H S O M E O N E H A D T O D O I

Scott is the co-founder of Ion Interactive, a marketing technology company. But, that is not

what landed him on this list. It’s his His passion for technology and marketing technology.

I’ve not found a better source of information on the martech world than in Steve’s twitter

feed.

Steve’s break out moment was when he began mapping the marketing technology

landscape and published it on his blog ChiefMarTech.com. He’s documented the insane

rise of marketing technology in the past few years, and is a person to follow.

SCOTT BRINKER@ch ie fmar tech

27

PROVING B2B IS

SEXIER THANYOU THINK

W H O S A I D B 2 B W A S B O R I N G

T h e r e h a s b e e n a m a s s i v e r e s u r g e n c e i n B 2 B

m a r k e t i n g i n t h e p a s t 1 0 y e a r s . I t ’ s c h a n g e d t h e

w a y w e t h i n k a b o u t m a r k e t i n g i n g e n e r a l , a n d t h e

w a y b u s i n e s s e s r e l a t e t o t h e i r c u s t o m e r s . H e r e i s

a l i s t o f t h e b r i g h t e s t m i n d s i n B 2 B .

F O L L O W A L L 6

28

B2B MARKETING O.G.H E ” S G O T T H E S K I L L S

H e ’ s a s p e a k e r , a n d C E O o f t h e a g e n c y To p R a n k M a r k e t i n g , a n d t h e a u t h o r o f O p t i m i z e .

LEE ODDEN@leeodden

L e e ’s b e e n k i c k i n g a s s ( m a k i n g g r e a t c o n t e n t ) a n d t a k i n g n a m e s ( c o n v e r t i n g

t h e c o n t e n t i n t o l e a d s ) f o r o v e r 1 5 y e a r s . H e ’s a n o r i g i n a l a n d o f t e n s o u g h t

a f t e r t h o u g h t l e a d e r i n t h e s p a c e .

H i s To p R a n k M a r k e t i n g B l o g i s a m u s t r e a d d e s t i n a t i o n f o r t h o s e s e e k i n g

k n o w l e d g e o n m o d e r n m a r k e t i n g . H i s t w i t t e r f o l l o w i n g o f n e a r l y 1 0 0 k p e o p l e

i s h i g h l y a c t i v e a n d f u l l o f a m a z i n g n e w i n s i g h t s w h i c h w i l l k e e p y o u f i r e d u p

a b o u t m a r k e t i n g , a n d a l w a y s u p t o d a t e o n t h e l a t e s t t r e n d s .

29

BRILLIANT B2B THINKERST H E S E A R E R E A L E X P E R T S

A R D A T H A L B E E V A L A A F S H A R D O U G K E S S L E R M I C H A E L B R E N N E R B R I A N C A R R O L L

o n t h e t o p i c o f p e r s o n a s ,l e a d n u r t u r i n g , a n d a l lt h i n g s B 2 B .

@ardath421 A u t h o r o f D i g i t a l R e l e v a n c e a n d e S t r a t e g i e s f o r t h e C o m p l e x S a l e . A r d a t h i s a f r e q u e n t s p e a k e r a n d w r i t e r

C h i e f D i g i t a l E v a n g e l i s t a t S a l e s f o r c e , Va l a i s n ’ t 1 0 0 % B 2 B b u t h e ’ s s o m e o n e a l l B 2 B b u s i n e s s e s s h o u l d l i s t e n t o . H i s f e e d i s f u l l o f i n f o r m a t i o n c o v e r i n g t h e b r o a d e r p i c t u r e o f b u s i n e s s ,a n d t r e n d s o n w h e r e i t a l l i sg o i n g .

@valasfshar D o u g i s C o - F o u n d e r o f Ve l o c i t y p a r t n e r s , o n e o ft h e t o p a g e n c i e s f o r B 2 B m a r k e t i n g . T h e i r c o n t e n t i s a l w a y s o n t h e c u t t i n g e d g e o f d e s i g n , a n d p o s s i b i l i t i e s .

@dougkessler A u t h o r o f T h e C o n t e n t F o r m u l a , a n d f o r m e r h e a do f c o n t e n t f o r S A P, a n dm a r k e t i n g s t r a t e g y f o rN e w s C r e d B r e n n e r k n o w sh i s s t u f f . H e ’ s b e e n o n b o t ht h e c l i e n t a n d a g e n c y s i d e s ,a n d i s n o w C E O o fM a r k e t i n g I n s i d e r G r o u p .

@brennermichael A u t h o r o f L e a d G e n e r a t i o n f o r t h e C o m p l e x S a l e , B r i a n h a s b e e n a s t a p l e i n t h e B 2 B M a r k e t i n g c o m m u n i t y f o r y e a r s . H e ’ s r e c e n t l y f i n i s h e d u p a s t e n t a t M E C L A B S , a n d n o w b a c k t o h e l p i n g B 2 B u n d e r s t a n d m o d e r n d e m a n d g e n e r a t i o n .

@brianjcarroll

30

DESIGN CHANGESLIVES

Design is an unquestioned aspect of all marketing. It is not with out its

need for inspiration, and thought leadership. The following list is here to

give you fresh ideas on what design can be from visual stimulation to

user experience.

F O L L O W A L L 1 0

31

THE GODFATHER OF UXH E P I O N E E R D A F I E L D

D o n a l d N o r m a n i s o n e o f t h e c o - f o u n d e r s o f t h e N i e l s e n N o r m a n G r o u p a n d a u t h o r o f t h e b e s t U X b o o k

e v e r w r i t t e n , T h e D e s i g n o f E v e r y d a y T h i n g s .

Donald began his career in cognitive sciences in 1957, and has since pioneered the study

of user experience and user design. While still active at NNG, he is also director oft the

design lab at the University of California, San Diego, and previously served as co-director

of the MBA/Engineering program at Northwestern.

His best known work, The Design Of Everyday Things, was published in 1988, and is still

a best seller to this day. In this book he coined the term “User Centered Design” which has

become the mantra of all design since. He is on this list because if you don’t understand

design, you cannot understand how to design a great customer experience. That is what

modern marketing is all about.

A t r u e s c h o l a r a n d o r i g i n a l t h i n k e r .

DONALD NORMAN@jnd1e r

32

USER EXPERIENCER E A L I T Y I S W H A T Y O U E X P E R I E N C E

o n t a r g e t . H e s o l d t w o o f h i sc o m p a n i e s t o Tw i t t e r a n d G o o g l ew i t h i n a t h r e e y e a r p e r i o d .

L U K E W R O B L E W S K I@lukew C u r r e n t l y P r o d u c t D i r e c t o r a t G o o g l e , L u k e h a s a s t o r i e d b a c k g r o u n d i n u s e r e x p e r i e n c e a n d p r o d u c t d e s i g n . H e d o e s s o m o s t l y f r o m a s o f t w a r e a n g l e , b u t a l w a y s

o t h e r s t a r t u p s o n h o w t o s t a yu s e r c e n t r i c .

L A U R A K L E I N@lauraklein A u t h o r o f B u i l d B e t t e r P r o d u c t s , a n d U X f o r L e a n S t a r t u p s . L a u r a i s a p a s s i o n a t e d e s i g n e r a n d n o ws p e n d s h e r t i m e a d v i s i n g

o f D e s i g n E d u c a t i o n a tI n v s i o n A p p .

A A RRO N W A LT E R@aarron A u t h o r o f D e s i g n f o r E m o t i o n , a n df o u n d e r o f t h e U X p r a c t i c e a t M a i l C h i m p . A a r o n i s n o w V P

C u r r e n t l y t h e p r o j e c t d e s i g n m a n a g e r a t F a c e b o o k , N i c k i s k n o w n a s a R o c k S t a r i n t h e w o r l do f U X . H e ’ s a f r e q u e n t s p e a k e r ,f o u n d e r o f U x f o r c h a n g e . o r g ,s e r i o u s t h o u g h t l e a d e r a n ds o m e o n e w h o i s t r y i n g t o c h a n g et h e w o r l d v i a U X .

N I C K F I N C K@nickf

33

VISUAL INSPIRATIONG E T Y O U R I N S P R A T I O N F O R

F R A N K L Y N

T h i s B r o o k l y n - b a s e d d e s i g n s h o p h a s o n e o f t h e m o s t b e a u t i f u l Tw i t t e r f e e d s . T h e i r w o r k w i l l i n s p i r e y o u t o e x c e lo r h i r e a n e w a g e n c y !

D E S I G N M I L K T Y P O P H I L E A B D Z

@therealfranklyn

A I G A

@AIGAdesign T h i s I s t h e p r o f e s s i o n a l a s s o c i a t i o n f o r d e s i g n . I t ’ s ap l a c e w h e r e d e s i g n e r s g o t o s h a r e , f i n d w o r k , a n d l e a r n . I t ’ s a l s o a n a m a z i n g p l a c e t os p o t n e w t r e n d s .

@designmilk T h i s I s a w e b s i t e c r e a t e d b y @ j a m i e d e r r i n g e r f e a t u r i n g m o d e r n d e s i g n b y t h e d r o v e s !I t ’ s a f e e d o f i n s p i r a t i o n a t i t s b e s t . J a m i e h a s a n e w p o d c a s t o u t c a l l e d C l e v e r t h a t y o u s h o u l d l i s t e n t o a s w e l l .

@typophile Ty p o f i l e i s t h e l o n g e s t r u n n i n g t y p o g r a p h i c c o m m u n i t y . T h e y a r e b a s e do u t o f S a n F r a n c i s c o a n db e l i e v e t y p e i s t h e c e n t e r o fa l l g r e a t d e s i g n .

@abduzeedo T h i s I s a d e s i g n b l o g w i t h a f u l l f e e d o f b e a u t i f u l d e s i g n . W i t h w e l l o v e r a q u a r t e r m i l l i o n f o l l o w e r s t h i s b l o g i s a m u s t v i s i t l o c a t i o n w h e n y o u a r e d e s i g n i n g y o u r n e x t p r o j e c t .

34

THE NEW FRONTIEROF BRAND

W h a t i s a B r a n d ? T h e i d e a o f w h a t a b r a n d i s , a n d w h a t i t t a k e s

t o m a k e o n e i s v a s t l y d i f f e r e n t t o d a y t h a n i t w a s e v e n 5 y e a r s

a g o . To h e l p g u i d e y o u i n t o t h e i d e a o f m o d e r n b r a n d i n g , a n d

i d e a s s h a p i n g t h e m o d e r n b r a n d h e r e i s a l i s t o f t h e 1 0 t r u e

e x p e r t s i n t h e f i e l d .

F O L L O W A L L 1 0

35

CINDY GALLOP

A D V E R T I S I N G M A V E N

T h e r e i s n o w a y t o d e s c r i b e C i n d y, o t h e r

t h a n i n h e r o w n w o r d s . “ I ’ m t h e M i c h a e l B a y

o f b u s i n e s s , I l i k e t o b l o w s h i t u p ’

CHANGING THE IDEA OFBRANDING

A W O M A N I N T H E L E A D C H A I R

C E O & T E D S p e a k e r

C i n d y i s a a d v e r t i s i n g l e g e n d i n h e r o w n r i g h t . I f y o u a r e a f e m a l e i n t h e b i z y o u l i k e l y l o o k u p t o h e r

s t a n c e o n e q u a l p a y a n d f a i r w o r k f o r w o m e n . S h e a l s o g a v e o n e o f t h e m o s t w a t c h e d T E D t a l k s o f a l l

t i m e o n t h e t o p i c , “ M a k e L o v e n o t P o r n . ”

S h e h a s s i n g l e - h a n d e d l y c h a n g e d t h e i d e a o f b r a n d i n g w i t h h e r c r e a t i o n o f “ A c t i o n B r a n d i n g . ” I t w a s f i r s t

p u t t o w o r k o n a L e v i c a m p a i g n i n 2 0 0 9 , w h i c h H a r v a r d t h e n w r o t e u p i n t o a c a s e s t u d y. S h e i s a n

a m a z i n g p e r s o n a l i t y, a n d a p e r s o n c h a n g i n g t h e a d v e r t i s i n g , b r a n d i n g , a n d n o w # s e x t e c h .

@cindygallop

36

GENUINE BRANDING EXPERTSB U I L D I N G H O L I S T I C B R A N D S

Author of the best selling book

Brandscaping, Drew is a new breed of

branding expert. His speeches are must-

see events, and his writing focuses on

real world marketing problems.

A N D R E W D AV I S

Evangelist at IBM and author of

upcoming book Ubernomics, Jeremy

was previously head of Social Strategy

for Adobe. He sees the modern brand

as a collection of experiences, rather

than mass messaging.

J E R E M Y W A I T E

Martin is a global strategy, marketing

and branding expert. He's worked with

some of the world's largest brands and

business. A frequent speaker, advisor,

and author of the best-selling "Asian

Brand Strategy" and co-author of "The

Future of Branding".

M A R T I N R O L LM A R T I N L I N D S T R O M

It seems like if your name is Martin

you’re pre-destined to be a branding

genius. Martin is a Brand Futurist

and author of Brandwashed. He’s

also an expert in the psychological

aspect of brand and how to build

brands of the future.

@drewdavishere @jeremywaite @martinlindstrom @martinroll

37

UNMARKETING IS HIS MANTRAH E S P E A K S T H E T R U T H &

T h e r e a r e v e r y f e w m a r k e t e r s w h o w i l l t e l l y o u t o “ U n L e a r n ” e v e r y t h i n g y o u k n o w. S c o t t i s o n e .

Scott is a true marketing thought leader. He’s not just a pundit, he’s a practicing

marketer with his own successes and his own personal flair for unmarketing.

He runs the UnMarketing podcast, and frequently speaks around the world at

marketing events.

He stands for everything marketing should be, and often is not. Having his voice

in your feed will only help you to replace your thoughts onmarketing and replace it

with ideas on humanity, honesty, and truth.

T h e m a n m o s t l i k e l y t o g i v e y o u r m a r k e t i n g t h e f i n g e r

SCOTT STRATTEN@unmarke t i ng

38

FUTURE FORWARD MINDST H E H O R I Z O N A N D B E Y O N D

D AV I D M E E R M A N S C O T T@dmscott D a v i d i s t h e a u t h o r o f T h e N e w R u l e s f o r M a r k e t i n g a n d P R w h i c h i sa n i n t e r n a t i o n a l b e s t s e l l e r a n d a b o o k w h i c h s h o u l d b e o n y o u r d e s k . H e ’ s a f r e q u e n t s p e a k e r a t e v e n t s a r o u n d t h e w o r l d , a n d h a s p e n n e d m a n y b e s t - s e l l i n g b o o k s .

B R I A N S O L I S@brainsolis B r i a n i s a m i x o f a n a l y s t , t h i n k e r , a n d p r o v o c a t e u r . H i s b o o k s h a v e t o p p e d t h e b e s t - s e l l e r l i s t s , a n d h i sp r e s e n c e a t t h e b i g g e s t t e c h n o l o g y a n d m a r k e t i n g f e s t i v a l s i s o f t e n t o t a l k a b o u t h o w t h e s e t w o p l a y t o g e t h e r f o r a b e t t e r e x p e r i e n c e .

R O B E R T S C O B L E@scoblizer M a y b e b e s t k n o w n b y h i s q u o t e , “ I g i v e y o u a f r o n t r o w s e a t t o t h e f u t u r e , ” h e i s t h e p e r s o n w h o m a d e b l o g g i n g f a m o u s , a n d t h e o n e c o m p a n i e s t u r n t o t o k n o w w h a t i s c o m i n g n e x t . H e ’ s a l w a y s e n t e r t a i n i n g , a n d c o - h o s t s a s h o w e v e r y F r i d a y o n Te c h C r u n c h c a l l e dt h e G i l m o r e G a n g .

A N D R E W M A C A F E E@amcafee D r. M c A f e e i s t h e c o - d i r e c t o r o f t h e M I T i n i t i a t i v e o n t h e d i g i t a l e c o n o m y. H e i s t h e c o - a u t h o r o f B u s i n e s s 2 . 0 , T h e S e c o n d M a c h i n e A g e , a n d m a n y o t h e r s . H i s i d e a s w i l lo p e n u p y o u r m i n d t o a g r e a t e rp o s s i b i l i t y f o r m a r k e t i n g a n d d a t a i nt h e f u t u r e .

39

THE MAGICAL WORLD OF INBOUND

Inbound marketing is a term coined by HubSpot to refer to the processes of lead generation via inbound traffic. It’s a process of creating content,

optimizing for search engines, and capitalizing on conversion rates. The Inbound field has grown rapidly since its inception, and as such we

have experts in all three fields of discipline.

How to get found organically by search

engines. Search Engine Optimization is

an every changing field and one you

must stay on top of.

S E O

If you cannot organically rank for the

word you can choose to pay for it. This is

the art of search engine marketing.

S E M

Finally, once you have a person to your

site, they need to convert. Conversion

Rate Optimization is the processes of

segmenting, and engaging inbound

traffic.

C R O

F O L L O W A L L 1 8

40

FOUNDING SEARCH EXPERTST H E Y ’ V E T A U G H T M I L L I O N S

Danny is the founding editor of @MarketingLand and @Sengineland and is

undeniably one of the people who helped educate the majority of us on SEO,

SEM, and PPC. This list is not compete with out him. He’s an original and

still very relevant!

L O R E N B A K E R@dannysullivan @lorenbaker

Loren is founder of Search Engine Journal. Another amazing publication responsible

for helping spread the best practices of search. His personal feed is full of amazing

content on all aspects of search. He is also the co-founder of the agency Foundation

Digital.

D A N N Y S U L L I VA N

41

SEM & PPCS e a r c h E n g i n e M a r k e t i n g

o n e o f t h e g r e a t m i n d s i n S E M .H e i s a f r e q u e n t s p e a k e r a tc o n f e r e n c e s a n d c o l u m n i s t f o rI N C . m a g a z i n e .

L A R R Y K I M@larrykim

F o u n d e r a n d C T O a t Wo r d s t r e am L a r r y i s v i e w e d a s

M AT T U M B R O@matt_umbro

M a t t h a s b e e n a r o u n d P P C f o r y e a r s a n d i s t h e F o u n d e r o f #P P C C h a t . I t ’ s a Tw i t t e r c h a n t e v e r y Tu e s d a y a t n o o n . A l s o t h e p a s t s t r e a m s a r e a v a i l a b l e a t p p c c h a t . c om .

J O E K E R S C H B A U M@joekerschbaum

J o e i s co - a u t h o r o f P P C S E M : O n e H o u r A D a y , a n d a f r e q u e n t s p e a k e r a n d w r i t e r f o r S e a r c h E n g i n e Wa t c h . H e i s a w o r k i n g p r o a n d a l w a y s s t a y i n g u p t o d a t e w i th t h e b e s t o f s e a r c h e n g i n e m a r k e t i n g .

I A N L O P U C H@ianlopuch

“ P P C I a n ” a s h e l i k e s t o b e c a l l e d h a s h i s h a n d s i n j u s t a b o u t e v e r y a s p e c t o f b u s i n e s sa n d m a r k e t i n g . H e m a k e s t h e l i s t a s a p a r t o f t h e b l o g g i n g P P C l a n . c o m .

42

FINAL WORD ON SEOH E I S T H E

N o o t h e r p e r s o n i s m o r e w e l l - k n o w n t h a n M a t t w h e n i t c o m e s t o b e i n g t h e f i n a l w o r d o n S E O . H e w o r k s f o r

G o o g l e a s t h e h e a d o f w e b s p a m . H e i s c u r r e n t l y o n l e a v e , b u t t h i s l i s t w o u l d b e r e m i s e d n o t t o l i s t h i m .

Webspam may not seem like something all that sexy until you realize it is what the Google

algorithms try to protect you from. Matt has the formula for the Google ranking system in

his head. No one knows more about how to get your brand ranked higher in organic

search.

While on leave, Matt was not currently Tweeting and it is unclear as to his return to the

seo spotlight. He has just taken a role at the Pentagon so we’ll see what this brilliant mind

comes up with next.

T h e m a n w h o c a n s i n g l e h a n d e d l y c h a n g e t h e f u t u r e o f a n y w e b s i t e .

MATT CUTTS@mat t cu t t s

43

ORGANIC SEARCH EXPERTSB U I L D I N G O R G A N I C B R A N D S

Rand is a true pioneer in the SEO world. He

founded MOZ which grew to include multiple

technologies, a world famous blog, and the

famous White Board Fridays. He still is one of

the smartest people in organic marketing.

R A N D F I S H K I N

Aleyda is an international SEO expert, and writer

for Search Engine Land. She is a frequent

speaker around the world on the topic and was

named as one of the top 50 marketing experts to

watch in 2016 by Forbes.

A L E Y D A S O L I S

@randfish

M AT T M C G E E

@mattmcgee

Matt McGee is the Editor-In-Chief of Marketing

Land and Search Engine Land. His news

career includes time spent in TV, radio, and

print journalism. He began developing and

marketing websites in the 1990's and continued

to provide consulting services for more than 15

years.

@aleyda

44

INBOUND THINKERSL I K E M O T H S T O A F L A M E

M A R C U S S H E R I D I N

M a r c u s i s a v e r y t a l e n t e d i n b o u n d m a r k e t e r . H i s s t o r y i s v e r y a k i n t o

t h a t o f G a r y V e e a s h e l e a r n e d m a r k e t i n g t o m a r k e t h i s b u s i n e s s .

T h e n i t d i d s o w e l l h e n o w j u s t t a l k s a n d w r i t e s a b o u t m a r k e t i n g .

J O S E P H J A F F E E PA U L R O E T Z E R

J o s e p h i s a a u t h o r o f m u l t i p l eb o o k s i n c l u d i n g F l i p t h e F u n n e l .

T h i s w a s o n e o f t h e f i r s t b o o k s t ot a l k a b o u t t h e p r o b l e m s w i t h “ F u n n e l m a r k e t i n g ” a n d w h y m a r k e t e r s a r e l o o k i n g a t t h e

p r o b l e m i n t h e w r o n g w a y. H e ’ s ag r e a t m i n d t o f o l l o w.

@thesaleslion @jaffejuice @paulroetzer P a u l i s h e a d o f P R 2 0 / 2 0 a n d a

v e r y b r i g h t m i n d . H e s p e c i a l i z e s i ni n b o u n d f o r c o m p a n i e s a n d

f r e q u e n t l y s p e a k s a t c o n f e r e n c e s a r o u n d t h e w o r l d . H e ’ s n o t t h e

b i g g e s t n a m e , b u t h i s i n s i g h t s a r el a r g e r t h a n h i s Tw i t t e r f o l l o w e r

c o u n t l e t s o n .

45

C.R.O.G E T T I N G T H E M T H E R E I S O N L Y ½ T H E P R O B L E M

A N G I E S C H O T T M U L L E R@aschottmuller

R e s p e c t t h e h a i r , a n d l i s t e n t o e v e r y t h i n g s h e s a y s . A n g i e i s o n e o f t h e b r i g h t e s t a n d m o s t t e c h n i c a l C R O e x p e r t s o u t t h e r e .

o p t i m i z a t i o n . H ef r e q u e n t l y s p e a k s a r o u n dt h e w o r l d o n t h e t o p i c s o fi n c r e a s i n g c o n v e r s i o n s ,a n d h a s l o t s o f g r e a t d a t at o b a c k i t u p .

O L I G A R D N E R@oligardner

F o u n d e r o f U n b o u n c e , O l i i s a m a s t e r m i n d o f

A D a n e i n C a n a d a , h e ’ st h e s e n i o r c o n v e r s i o n o p t i m i z e r a t U n b o u n c ea n d a d y n a m i cp e r s o n a l i t y t o f o l l o w. H ei s p a s s i o n a t e , a n d o np o i n t .

M I C H A E LA A G A R D @contentverve

C E O o f P o r t e n t , ad i g i t a l m a r k e t i n g

a g e n c y, I a n t w e e t s 5 - 8t i m e s p e r d a y o n g r e a t

m a r k e t i n g t o p i c s . C h e c ko u t h i s i d e a o n r a n d o m

a f f i n i t i e s .

I A N L U R I E@portentint

B R I A N M A S S E Y@bmassey

B r i a n i s t h e C o n v e r s i o n S c i e n t i s t a n d h i s p e r s o n a l f e e d i s c h a l k e d f u l l o f g r e a t i d e a s , t i p s , a n d C R O t a c t i c s .

46

SOME PEOPLE JUSTDON’T FIT IN A BOXThankfully they have written books, so you

can read those instead. Here is a list of the

top six.

47

SOMETIMES YOU HAVE TOREAD A BOOK

C L A S S I C M A R K E T I N G B O O K SThis is the book on why we do content

marketing, and why we ask for

permission to email people. You MUST

read this.

P E R M I S S I O N B A S E DM A R K E T I N G

The book which brought businesses into

the Internet age is still a classic and the

lessons are just as valuable to day as

they were in the 1990’s.

T H E C L U E T R A I NM A N I F E S T O

Edwards Bernays is the founder of

Public Relations. Knowing this classic

text will give you insights into

understanding human behavior.

C R Y S TA L L I Z I N G P U B L I C O P I N I O N

The book to put the idea of one to one

marketing on the table. It changed the

world of software, marketing, and how it

is looked at.

T H E O N E T O O N EF U T U R E

There is no more famous book on

advertising than this. This is a must read

to understand copy, creative, and

advertising at its core.

O G I LV Y O N A D V E R T I S I N G

The easiest McLuhan book to digest,

and the most profound at the core. Take

an hour to digest this beautiful creation

and understand the title.

T H E M E D I A I S T H EM E S S A G E

48

UNRAVELING THE MODERNCONSUMER

N E R D Y I S T H E N E W S E X Y

Modern consumers are nothing like their former selves. The new

human is shaped by their world, and the world we live in now is

hyper connected, always on, and more dynamic than ever. The

following minds focus on understanding the future consumer and

translating this into marketing action.

F O L L O W A L L 8

49

HE COINED “THE EXPERIENCE ECONOMY”H A R V A R D P U B L I S H E D A N D G E N I U N E T H I N K E R

H e s h o w s y o u t h e f u t u r e o f t h e c o n s u m e r l a n d s c a p e

Author of The Experience Economy, Mass Customization, Infinite Possibilities,

and Authenticity Joe is often years ahead of the buzz. He also writes for deeper

thinkers who want to tackle the underlying questions, and issues rather than

being satisfied with a surface level view.

He’s been writing for Harvard Business Press for over 20 years and is a sought

after consultant by the world’s biggest brands. His feed is filled with deep

thinking and amazing insights into how business must change to meet the

modern consumer. .

P u t o n y o u r t h i n k i n g c a p , a n d f o l l o w a l o n g

JOE PINE II@joep ine

50

GETTING INTO CONSUMERS MINDSA N N S W E R I N G T H E Q U S T I O N O F W H Y B Y

Author of many best selling books, Nicholas covers a deeper side of

humanity. By learning how people think, act, and behave, you can learn new

ways to reach them and break through. All of his books are must reads.

N I C H O L A S C A R R

Danah currently serves as the Principal Research at Microsoft Research, and is a social media scholar and author. She focuses a lot of her work on technology

and its affect on teens. She also founded Data and Society.

D A N A H B O Y D A A R O N K E L L E R

Tom is VP of Strategy at Edison Research. He often talks about

consumer insights and social media, and uses real data to back up his

assumptions. He’s an agreed upon thought leader and a must for this list.

Aaron is the founder of Capsule design, and more importantly the author of The Physics of Brand. His take on branding

is based on consumer research and understanding. Not a big name, but he’s

a true thought leader.

T O M W E B S T E R@roughtype @webby2001 @zephoria @kellerofcapsule

51

DEEP THOUGHTS WITHT H I N K I N G O N T H E E D G E

Jennifer is a social psychologist and professor of Marketing at Stanford Graduate School of Business. She is also the author of The Dragonfly Effect. She is

a true scholar on the topic of marketing.

Doc is another great thinker and covers much more than just marketing. He’s on the list because he will

open you up to new ways of thinking which will spark new ideas on what is possible for your efforts. He

also co-wrote Cluetrain Manifesto and authored the Intention Economy.

Don is a thought leader who we all owe something to. He co-wrote The One to One Future with Martha Rodgers, and forever changed the marketing world. He still writes and continues to push the bounds of

brand, marketing, and experience.

JENNIFER AAKER DOC SEARLS DON PEPPERS @aaker @dsearls @donpeppers

52

ROI IS NOT THE METRICYOU SEEK

A J E D I M I N D T R I C K

Marketing measurement is not a light subject. The following minds

are here to show you better ways to look at metrics, and open your

eyes to models, values, and other types of reporting to help you

move past basic ROI.

F O L L O W A L L 6

53

MEASURING THE DIGITAL WORLDL A U G H T E R I S A G E N U I N E H U M A N E M O T I O N

G a r y i s a b r i l l i a n t m i n d , a n d t r u s t e d b y s o m e o f t h e w o r l d ’ s b i g g e s t b r a n d s t o h e l p t h e m s h o w v a l u e o n

m a r k e t i n g e f f o r t s . Yo u s h o u l d l i s t e n t o h i m t o o !

Gary is the head of digital analytics for EY. He’s been writing on the topic of

measurement of marketing for years on his Measuring the Digital World blog,

which has now been released as a book. Gary is one of the forward thinking

minds helping major brands see new value in their marketing efforts.

Gary will tell you, “Look at Models, not Metrics”. His personal twitter feed is full of

amazing insights into better ways of measuring, understanding data, and tactics

for revealing true value. He’s a name you must know, and will learn an enormous

amount from.

T h e m a n w i t h t h e g o l d e n f o r e c a s t s

GARY ANGEL@garyange l

54

MARKETING ANALYTICS AND DATAH O W N E R D Y D O Y O U W A N T T O G E T ?

T O M D A V E N P O R T A V I N A S H K A U S H I K

A u t h o r o f t w o b e s t s e l l i n gb o o k s , A n a l y t i c s 2 . 0 , a n dA n a l y t i c s a n H o u r a D a y .

A v i n a s h i s c u r r e n t l y D i g i t a lM a r k e t i n g E v a n g e l i s t a t

G o o g l e .

@tdav

To m i s t h e a u t h o r o f 1 5 b o o k s , w a s p r e v i o u s l y a

p r o f e s s o r a t H a r v a r d , a n d i s n o w a t B a b s o n . H e ’ s a

b r i l l i a n t m i n d a n d h i s p e r s o n a l f e e d i s f u l l o f a r t i c l e s t o f i l l t h e n e r d yc r a v i n g s y o u m a y h a v e .

@avinash J U S T I N C U T R O N I E

@justincutronie

J u s t i n i s a n A n a l y t i c sA d v o c a t e a t G o o g l e , a n da n o t h e r i m p r e s s i v e m i n d

l o o k i n g a t m e a s u r i n g m a r k e t i n g ' s e f f e c t i v e n e s s .

H e a l s o b l o g s a t C u t r o n i . c o m a b o u t a n a l y t i c s

a n d m a r k e t i n g m e a s u r e m e n t .

B R E N T D Y K E S@analyticshero

A u t h o r o f W e b A n a l y t i c sA c t i o n H e r o , a n d d i r e c t o r o f

D a t a s t r a t e g y a t D O M O .B r e n t w a s p r e v i o u s l y S r

E v a n g e l i s t o f d a t a a n a l y t i c sa t A d o b e .

S T É P H A N E H A M E L@shamel67

S t e p h a n e i s o u t o f C a n a d aa n d a f r e q u e n t s p e a k e r o n m a r k e t i n g a n d a n a l y t i c s .

H i s p e r s o n a l t w i t t e r f e e d i s a g o l d m i n e f o r p r a c t i c a lt i p s a n d s u g g e s t i o n s o n

m e a s u r e m e n t .

55

THANK YOU!

O N E M O R E T H I N G

T h e d e s i r e t o l e a r n i s t h e f i r s t s t e p i n b e c o m i n g a

g r e a t m a r k e t e r . L i s t e n t o t h e s e m i n d s a n d y o u w i l l

t r u l y r e c e i v e t h e b e s t i d e a s , t a c t i c s , a n d r e a l

e x p e r t a d v i c e f r o m t h e b e s t i n t h e i n d u s t r y.

F O L L O W A L L 1 0 3

D O N ’ T F O R G E T T O

C L I C K H E R E T O A D D

T H E F U L L L I S T T O

Y O U R T W I T T E R A C C O U N T