Perry Marshall

Perry Marshall

Perry Marshall in Chicago, IL
Born (1969-04-10) April 10, 1969
Lincoln, Nebraska
Residence Oak Park, Illinois
Alma mater University of Nebraska
Occupation Marketing strategist, author, entrepreneur
Spouse(s) Laura Marshall
5 children
Website www.perrymarshall.com

Perry Sink Marshall (born April 10, 1969) is an American online marketing strategist, entrepreneur, and author of several books, most notably the bestsellers Ultimate Guide to Google AdWords and Ultimate Guide to Facebook Advertising. .[1][2][3][4]

Biography

Marshall graduated with a degree in Electrical Engineering from the University of Nebraska-Lincoln. He was a national sales manager at Synergetic Micro Systems prior to their purchase by Lantronix in 2001.[5] In 2001, he founded Perry S. Marshall & Associates, a marketing consultancy, and published his first book, Industrial Ethernet - A Pocket Guide. It was followed by Industrial Ethernet 2nd edition ("Expanded version") which was co-written with John Rinaldi. An introductory guide on planning, installing and maintaining industrial Ethernet networks, the book became an industry mainstay and textbook.[6] Though limited on the topic of mobile networking, Marshall's coverage of the basics, and in particular power over Ethernet, became widely accepted.[6][7]

Work

Marshall has been profiled in Click Here to Order: Stories of the World's Most Successful Internet Marketing Entrepreneurs[8] by Joel Comm and Online Marketing Heroes: Interviews with 25 Successful Online Marketing Gurus[9] by Michael Miller. Marshall's work as a consultant on the show The Next Internet Millionaire is featured in the book From Cubicle Slave to the Next Internet Millionaire by Jaime Luchuck.[10]

Guerrilla Marketing and Google AdWords

Marshall started working with AdWords in 2002 soon after it was first introduced. He released Guerrilla Marketing for Hi Tech Sales People, in which he likened the use of AdWords and emerging social media to the graffiti and flash mobs of Jay Conrad Levinson's guerrilla marketing - economical attention-getting that created a grassroots customer base. He consulted and wrote on the strategy of customers finding their vendors using the newly developing search advertising; "when the customer finds you, instead of you finding the customer, his perception of you is different."[11][12] He documented the process and released the Definitive Guide to Google AdWords.[13] Ultimate guide to Google AdWords followed in 2007, which became a bestseller.[14]

Split testing

Starting with his first book on the subject, Marshall advocated AdWords split testing for market research and captured a set of guidelines for using split testing around types of ad copy and page positions that included precise wording.[13][14]:289 He coined the term "AdWords stupidity tax" for the premium Google charged on broad matching of search items, which entered marketing lexicon.[15][16]

Facebook marketing and 80/20

In 2011, Marshall published Ultimate guide to Facebook advertising, in which he focused on guerrilla marketing techniques to social media.[17] He explored the social media economic bubble and advocated methods of leveraging Facebook for opinion research as well as publicity.

In 2007, Marshall was a featured consultant on The Next Internet Millionaire, a reality show hosted by Joel Comm. Marshall spoke with the contestants on Richard Koch's 80/20 rule as it applied to internet advertising and his philosophy of investing in grassroots marketing.[10] He expanded on this philosophy in his 2013 book, 80/20 Sales and Marketing, where he discussed the rule as a possible truism across several economic bands.

Bibliography

References

  1. ↑ Scarborough, Mitch Meyerson ; with Mary Eule (2008). Mastering online marketing. [Irvine, CA]: Entrepreneur Press. p. 196. ISBN 9781599181516.
  2. ↑ Miller, Jimmy Vee, Travis Miller, Joel Bauer ; assisted by Jennifer (2008). Gravitational marketing : the science of attracting customers ([Online-Ausg.] ed.). Hoboken, N.J.: John Wiley & Sons. p. 197. ISBN 9780470226476.
  3. ↑ Dahl, Darren (October 17, 2012). "Small Players Seek an Alternative to the Expense of Pay-Per-Click". New York Times. Retrieved 7 June 2013.
  4. ↑ Childred, Lonell (June 29, 21013). "Google Adwords – Seminar w Perry Marshall – Sept 2012 – meeting Perry and other speakers". http://savvytechmarketer.com. Retrieved 10 July 2013. Check date values in: |date= (help); External link in |publisher= (help)
  5. ↑ Thomas, George (March–April 2002). "The Marketing Communications Consultant - Perry Sink Marshall" (PDF). The Extension/ a Technical Supplement to Control Network. 3 (2). Retrieved 11 July 2013.
  6. 1 2 Frenzel, Lou (March 26, 2008). "Industrial Networking Texts: Two Selections". Electronic Design. Penton Media, inc. Retrieved 8 June 2013. There is a good chapter on power over Ethernet which is being widely deployed in industry. Wireless Ethernet is only given a brief introductory chapter. This is an excellent book if you are learning Ethernet for the first time or need a good refresher.
  7. ↑ Sands, Nick. "A Packet of Information BBB" (PDF). The International Society of Automation. Retrieved 8 June 2013.
  8. ↑ Joyner, Joel Comm ; foreword by Mark (2008). Click here to order : stories of the world's most successful internet marketing entrepreneurs. Garden City, NY: Morgan James Publishing. pp. 146–150. ISBN 978-1600371738.
  9. ↑ Miller, Michael (2008). Online marketing heroes : interviews with 25 successful online marketing gurus. Indianapolis, IN: Wiley Pub. pp. 217–224. ISBN 978-0-470-24204-9.
  10. 1 2 Comm, Jaime Luchuck ; forward by Joel (2008). From cubicle slave to the next Internet millionaire. New York: Madeeasy Pub. pp. 205–222. ISBN 1600373720.
  11. ↑ Marshall, Perry. "Marketing 02". Perry Marshall & Associates. Retrieved 12 July 2013.
  12. ↑ Marshall, Perry; Bryan Todd (February 1, 2010). "Perry". Washington Post. Retrieved 12 July 2013.
  13. 1 2 Milyan, Andrey (Summer 2006). "Interview With Search Engine Marketing Expert Perry Marshall". Search Marketing Standard. Retrieved 11 July 2013.
  14. 1 2 Jacobson, Howie; McDonald,, Kristie; McDonald, Joel (2012). Google AdWords for dummies (3rd ed.). Hoboken, N.J.: John Wiley & Sons. pp. 277–278, 289. ISBN 1118115619. Cite uses deprecated parameter |coauthors= (help)
  15. ↑ Meyerson, Mitch (2005). Success secrets of the online marketing superstars. Chicago: Dearborn Trade Pub. p. 85. ISBN 1419505017.
  16. ↑ Riklan, Eric Taylor, David. Mastering the world of marketing : the ultimate training resource from the biggest names in marketing. Hoboken, N.J.: Wiley. pp. 102–105. ISBN 0470888415.
  17. ↑ Marshall, Perry; Thomas Meloche (September 25, 2012). "How Facebook Tools Can Revitalize Ad Campaigns". Entrepreneur Magazine. Retrieved 12 July 2013.
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