Mackenzie Fogelson (called "Mack" by pretty much everybody) is the founder and CEO of Mack Web Solutions. She helps others with SEO, content marketing, and social media strategy. These days, Mack's main focus is growing the company through the education of her clientele, community, and also of her team. She uses video to foster relationships and community.
Mack talked about how to convince your boss, develop useful KPIs, and succeed in your larger marketing goals. Here are three key takeaways from Mack's talk:
- Integrated marketing takes many channels and a lot of effort.
- You need to establish specific, measurable, and attainable goals, all working towards a core "visionary" goal.
- You should distill your goals into actionable, chewable tactics to make them feel more achievable.
Rand Fishkin is a co-founder of Moz. He gave tactical tips on how to make a video reach a bigger audience, plus the broad strategy of how Moz has used video to reach millions of eyeballs.
Mathew Sweezey, Marketing Automation Evangelist at Salesforce, spoke about how great companies are building influence with their consumers through better experiences, including strong video engagement.
Phil Nottingham, the video marketing expert at Distilled, talked about how to go from investing in video initially and having a few pieces to developing and implementing a fully-fledged strategy.