Meet Michael McKinnon, Senior Demand Generation Manager at READYTALK
What’s your favorite part about being a marketer or about the discipline of marketing?
I have really enjoyed the new wave of marketing that has us becoming more technical and process oriented. I truly enjoyed this post http://blog.eloqua.com/quarry-mind-map/ as it really gets into the mind of the marketer. I am process and metric driven so I really hit my stride when marketing automation burst onto the scene. I felt like I had finally found what I was missing in my earlier roles. Optimizing our internal processes for lead management, analyzing funnel metrics and driving incremental improvements to generate a better lead for our sales team is what I enjoy most.
What steps led you to your role today?
My background was in agency work for several years. I jumped around from market research, PR and branding agencies. It gave me a well rounded background in the different areas of the discipline. I eventually learned that I would rather work for a company as I found the work more fulfilling and at the same time I realized that I wanted to work for a tech company as it filled the “inner geek” in me. I wanted to be in a constantly changing environment where learning was always happening. I spent some time as Business Development for a company that developed its own biological imaging software and then transitioned to ReadyTalk (where I am now). I headed up our social media initiatives for a bit and then transitioned to managing our demand generation activities where I have been for the past 3 years.
Where do you go for inspiration and new ideas?
I look a lot to books and blogs of industry leaders. Brian Carrol’s “Lead Generation for the Complex Sale” started me on my way when I read it back in 06. I still visit his blog frequently for ideas and know-how. Recently, I enjoyed Ardath Albee’s book “eMarketing Strategies for the Complex Sale”. Seth Godin is always good for a new way at looking at old problems as well. My inspiration comes from outside sources and my ideas are generated from a desire to apply my inspiration in some kind of practical way to ReadyTalk.
Have you seen a great marketing campaign recently that really blew you away?
I really like the Southwest “We Love Denver” campaigns. Obviously, since it is local but also because they have done some really unique things with it. They have sponsored pedicabs during the Rockie’s Games. They have taken a park in Denver, Skyline Park and are sponsoring movies all throughout the summer. The TV ads they shot are in unique locations all throughout Denver with Southwest Airline employees in them. I like the way SW airlines has focused upon a market they have deemed strategic and developed creative ways to tap that market.
What’s your favorite thing about Eloqua (either the product or the company)?
As a product, its flexibility is great. There is always a way to do something (most of the times several ways). As a company, I love their thought leadership in the areas of marketing operations. I especially love how they are willing to share their ideas from top on down. Everyone I know and have talked to at Eloqua has been extremely willing to share their insight and knowledge to a high degree of detail to help me be more successful.
Can you share one thing on your ‘bucket list’?
To climb something in the Ruth Gorge of Alaska. Ideally The Eye Tooth http://www.supertopo.com/rock-climbing/Alaska-USA-The-Eye-Tooth-West-Pillar