About Me Thank you for taking the time to learn more about me and what I might be able to do for you and your brand. This overview is designed to be a quick read to give you a taste of my background, my experience, and how we might work together. It is designed to get you to schedule a discovery session in which you'll be able to tell me more about your business before we start working together. It would be presumptuous of me to try to explain to you here how I can help you without first learning more about your business. Background My name is Adam Boettiger, and I've been helping businesses reach customers online since 1994. The first ad campaign ran on the web around 1996 for AT&T and Zima. Even before that, I was working as a Marketing Consultant advising businesses on how to reach customers on AOL and CompuServe, the two primary online services before the web emerged as a commercial medium circa 1995. I've helped companies large and small, from Microsoft and Virgin Atlantic Airways down to companies the size of a mom-and-pop Bed and Breakfast on the shores of Cape Cod who wanted to use the web to drive reservations and tell the nation of their existence. Of the thousands of businesses that I have helped over the years, all had two things in common: They each had a problem or challenge (many had more than just one), and they each ultimately recognized that I was the best person to help them solve it. "We brought Adam in as a strategic expert to develop and execute the online pre-launch for Microsoft Office 2003. Not only did he successfully achieve the goal of targeting 11 different B2B vertical target markets, but his suggestions tripled conversion on the signup pages for Microsoft's webinars. In the media buying portion of the campaign, he took a budget of $200K and aggressively negotiated it into $1,000,000 worth of advertising - all within a 30-day time period. His work far exceeded our expectations and we would work with him again anytime." - Dana Cohen, Marketing Programs Director - Jack Morton Worldwide (Microsoft's marcom agency) My background is a unique one. Before I entered into marketing in 1994, I'd already had careers in law enforcement for the US Army and in Emergency Medical Services, saving lives as an EMT on an ambulance crew. The two prepared me well to deal with the stress and challenges presented by marketing startups and bootstrapping companies. They also prepared me for the fast-paced world of digital marketing and gave me a fairly direct personality that most of my clients have appreciated, one that I'm told is very atypical among marketing folks: I tell it like it is. I've done many things over my tenure in the digital marketing sector. Here are just a few: - Founded and moderated the industry's largest professional community specific to internet advertising, "I-Advertising," and grew membership to over 12,000 individuals in 90 countries - Lead instructor, Adweek's How to Buy and Sell Web Advertising workshop - Keynote Speaker, Internet World - Featured Speaker at industry conferences in India, Austria, Sweden, Spain, NY and LA. - Client-side Chief Marketing Officer CMO - Client-side Director of Marketing managing multi-million dollar marketing budgets across online and offline media sectors - Client-side Digital Marketing Manager - Client-side VP Business Development - Agency-side Direct Marketing - Agency-side Strategic Marketing - Agency side Account Supervisor position for a 175-person integrated advertising agency, digital marketing lead on a $30 million account - And many other roles through consulting opportunities Why I Want to Help You I have a passion for helping others and I enjoy working with startups and businesses where I can leverage my years of experience, learnings, and industry relationships on behalf of you, my client. "Generous. That is the first word that comes to mind. In a day and age where everyone is the 'expert', Adam is the expert with a heart of gold. Initially, as his client, his generosity made me quite skeptical. I just didn't understand it in this 'dog-eat-dog' world we live in that there would be someone who had no ulterior motives, but who was genuinely interested in helping me and my business. As our relationship evolved and molded itself, it became blaring clear that Adam really does care. He is the expert wearing many different hats simultaneously, giving perspectives from every angle, but his ultimate goal is to simply build up your ammunition of information so that you are armed and ready to create the results you seek. Adam is the knowledgeable helpdesk person behind the counter with the incredible customer service ability we so desperately hope for every time we get on the phone!" - Raj Neogy, President - DVD Spotlight "I've owned and sold several multi-million dollar businesses over the years. Forget the buzzwords. Forget those who pretend they know what they're doing. Adam knows the industry so well that the University of Oregon brought him in to teach MBA students digital marketing. I have over twenty-five years of experience in business and direct marketing, and I consider him to be one of maybe five people in the world I would go to for advice and learn something every time. He 'gets it,' where so many others do not." - Jaffer Ali, President & CEO - PennMedia and VidSense How I Can Help You Over the years, I've helped businesses in three primary capacities: 1. Strategist 2. Producer 3. Tactical Executor 4. Coach/Mentor Strategist As a strategist, I've: - Developed marketing plans and go-to-market strategies or reviewed and provided input on existing ones as a second set of eyes - Developed search marketing strategies - Developed advertising sales strategies - Solved problems related to marketing, business, and advertising sales - Advised clients, providing guidance and direction - Helped clients establish measurable goals - Clearly defined success - Developed budgets and funding requests - Acted as a Client Advocate - Advised clients on ways to improve advertising sales and site revenue - Provided mission-critical advice in an easy-to-understand manner - Made C-level and VP-level introductions to expand the client's network Producer As a Producer, I've: - Conducted agency/vendor reviews and helped clients select the right vendors - Built, engaged, and managed onshore and offshore marketing teams - Acted as Project Manager for small, medium and large projects - Managed vendors to implement performance-based ad campaigns - Managed vendors in the execution of Search Engine Optimization - Worked as a 'Fractional CMO' or 'Acting VP of Marketing' on a fractional contract basis - Acted as an Air Traffic Controller or Symphony Conductor, bringing together the elements of success for my clients Tactical Executor As a Tactical Executor, I've: - Walked the talk and did what I teach - Developed and managed marketing campaigns - Conducted ongoing SEO Search Engine Optimization - Negotiated and purchased media - Developed advertisements - Sold online advertising - Trafficked online campaigns - Driven traffic and sales - Improved conversion on client websites - Created and conducted email and marketing automation campaigns - Created and managed email newsletters - Implemented web analytics - Evaluated Cost Per Visitor, Cost Per Lead, Cost Per Sale, and other important web analytics - Optimized landing pages and signup processes to boost conversion - Developed websites - Managed site development projects that involved teams of designers - Much, much more Coach/Mentor CMOs and Marketing VPs have engaged me on retainer and under NDA to be their second set of eyes, validating their existing GTM strategies or suggesting changes. Or you're early on in your marketing career and need to learn from someone more senior to you. Either way, I'm available as a Coach/Mentor to you. Investment "What does it cost to work with you?" is a fair question once clients see the value in having an industry expert on their team rather than the competition's team. I'll try to give an equally fair answer: In general, I have two types of clients: Project-Based and Monthly-Retainer. Project-based clients tend to have a finite need with a clearly-articulated scope with a start, a completion, and a deliverable. I've had Project-Based clients engage me for as little as $500 and as much as $250,000. If this is you and you'd like a bid, please schedule a discovery session so we can discuss your needs. Retainer-based clients tend to have a laundry list of things they know need to be done (and many they need to learn), no time to handle them in-house or have needs that are not easily articulated. In many instances, part of my initial role is to help you identify and define specific needs, build measurable goals, and structure a realistic budget that will help you attain those goals. Retainer-based clients engage me for as little as $500/month for something like email or phone-based consulting and as much as $25K/month for very intensive work. You may be somewhere in the middle. Let's discuss it on our discovery call. Thank You Thanks for taking the time to learn more about me. It's important to me that clients be a good fit for me in addition to my being a good fit for my clients. If when we speak, I'm not the best person to help you with what you need, I'll tell you. I'll also do my best to make an introduction to someone else who may be able to help you. "Adam's been around digital marketing since digital marketing's been around. He's been a thought leader and a creative force in the industry. If it's online, he knows about it. Just ask him." - Jim Sterne, President, Target Marketing; Founder/President, Web Analytics Association Adam Boettiger Portland, Oregon Phone: 503.308.3063