MARKETING
The Top 25 Most Influential PPC Experts of 2020
Paid Media Marketers – the time has come! We are releasing the latest edition of The Top 25 Most Influential PPC Experts.
A few quick notes before you check out the list:
There is a complex formula for calculating influence in our industry. (You can read more about the methodology below the list.) Our scoring methodology only takes account of what someone has done within the last year to demonstrate their expertise.
Note: Despite COVID-19 derailing conferences, any speaking opportunities scheduled for March or April of 2020 were still counted.
We also included the Top Rising Stars in PPC. We asked our readers to submit the names of PPCers just starting to build their reputations in our industry who also show potential to become an influencer.
Without further ado…
The Top 25 Most Influential PPC Experts of 2020!
The Results
We gave readers complete freedom to write in names of influential experts (and rising stars!). We saw all the usual suspects but were also introduced to some new folks on the scene, both in the US and throughout the world.
We also want to point out that if an expert didn’t get voted into the Top 50, they weren’t included in the process for ranking the Top 25. So if you think you should be considered for this list, make sure you’re telling your co-workers and friends to vote you in!
The Methodology
All metrics are normalized into a standard scale so that they can be compared and tallied using the same rubric. Some of the measurements we list below sound a little like apples and oranges, but we used a weighting and normalization scheme specifically to ensure that no single thing created a bias for any particular PPC expert.
The metrics we measured can be roughly defined as belonging to five categories:
- Conferences
Speaking engagements - Twitter Engagement Score
Influence measurement using tools like Sparkscore’s tool - Online Influence
Podcasts, webinars, videos, online events - News Mentions
Mentions in blogs, interviews, news articles, etc - Vote Totals
The votes, nominations, and enthusiasm of you, the PPC community!
All metrics were based on what the individual has done within the past year (May 2019 – April 2020). We feel this truly measures the impact of an influencer, by making sure all efforts were up-to-date and we weren’t accounting for activities that had taken place more than two years ago.
There is plenty of room for debate (we have certainly learned that much), but we always do our very best to ensure that the scores are objective and that they rely on actual data, not opinion. The list is crafted from a 1:1 comparison of the numbers in our formula, and nothing more.
The Reaction
As always, we want to hear from you!
Tweet @PPCHero with your thoughts, feelings, and emotions. We want to hear it all!
Past Top 25 Lists:
The Top 25 PPC Experts of 2019
The Top 25 PPC Experts of 2018
The Top 25 PPC Experts of 2017
The Top 25 PPC Experts of 2016
The Top 25 PPC Experts of 2015
Congratulations to everyone that made the Top 25!
MARKETING
Trends in Content Localization – Moz
Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.
Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.
Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.
MARKETING
How AI Is Redefining Startup GTM Strategy
MARKETING
More promotions and more layoffs
For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.
The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.
Dig deeper: How to overcome marketing budget cuts and hiring freezes
Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643.
Here are the median salaries by role:
- Senior management $199,653
- Director $157,776
- Manager $99,510
- Staff $89,126
Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.
One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%).
Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.
Dig deeper: Skills-based hiring for modern marketing teams
Employee turnover
In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”
Men and Women
This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.
In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.
Methodology
The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents.
Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.
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