Perry Marshall

Perry Marshall

Perry Marshall in Chicago, IL
Born April 10, 1969
Lincoln, Nebraska
Residence Oak Park, Illinois
Alma mater University of Nebraska
Occupation Marketing strategist, author, entrepreneur
Spouse(s) Laura Marshall
6 children: Tannah, Cuyler, Caden, Zander, ZJ, Zaelyn
Website
www.perrymarshall.com

Perry Sink Marshall (born April 10, 1969) is an American entrepreneur, online marketing strategist and author of several books, most notably the bestsellers 80/20 Sales and Marketing, Ultimate Guide to Google AdWords, and Ultimate Guide to Facebook Advertising. He is a consultant and professional speaker on the topics of Google AdWords, Facebook advertising and Pay-per-click advertising.[1][2][3][4]

Education and early career

Marshall graduated with a degree in Electrical Engineering from the University of Nebraska-Lincoln. He worked in audio engineering after graduation. Marshall was then a national sales manager at Synergetic Micro Systems prior to their purchase by Lantronix in 2001.[5]

Entrepreneur

Perry S. Marshall & Associates

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]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.[11] :60 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."[12][13] He documented the process and released the Definitive Guide to Google AdWords.[14] Ultimate guide to Google AdWords followed in 2007, which became a bestseller.[15]

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.[14][15]:289 He coined the term "AdWords stupidity tax" for the premium Google charged on broad matching of search items, which entered marketing lexicon.[16][17]

Facebook marketing and the Pareto principle

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] Marshall coached eventual winner, Jaime Luchuck, on using a "hook" when planning a sales and marketing strategy.[10]

Ultimate guide to Facebook advertising was published in 2011. In it, he focused on applying guerrilla marketing techniques to social media platforms.[18] He explored the social media economic bubble and advocated methods of leveraging Facebook for opinion research as well as publicity.[19][20]

Marshall's 2013 book, 80/20 Sales and Marketing: The Definitive Guide to Working Less and Making More expanded Koch's work on the Pareto Principle to online methods for expanding business sales and profits.[21] "I'm a passionate advocate of the 80/20 rule, which says 80 percent of your sales come from 20 percent of your customers. It applies to most other aspects of business and life as well, like how you spend your time."[22] John Bowen wrote, "Marshall agrees with that principal, of course, but also believes that the 80/20 rule can be applied much more deeply than most entrepreneurs realize - to tremendous effect."[23] Marshall posits that for every group of people buying your product or service, 20% of the roughly top 20% providing the 80% of the sales will actually be outspending by a factor of 4 the rest of that initial 20%. "It keeps going until you get to the upper-most people," he says. "There's three to five times more money in that audience without going and getting any new customers."[23]

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)
  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. ↑ 6.0 6.1 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. ↑ 10.0 10.1 10.2 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; Todd, Bryan (2006). Ultimate guide to Google AdWords : how to access 100 million people in 10 minutes (3rd ed. ed.). [Irvine, Calif.]: Entrepreneur Press. ISBN 9781599184418.
  12. ↑ Marshall, Perry. "Marketing 02". Perry Marshall & Associates. Retrieved 12 July 2013.
  13. ↑ Marshall, Perry; Bryan Todd (February 1, 2010). "Perry". Washington Post. Retrieved 12 July 2013.
  14. ↑ 14.0 14.1 Milyan, Andrey (Summer 2006). "Interview With Search Engine Marketing Expert Perry Marshall". Search Marketing Standard. Retrieved 11 July 2013.
  15. ↑ 15.0 15.1 Jacobson, Howie; McDonald,, Kristie; McDonald, Joel (2012). Google AdWords for dummies (3rd ed. ed.). Hoboken, N.J.: John Wiley & Sons. pp. 277–278, 289. ISBN 1118115619.
  16. ↑ Meyerson, Mitch (2005). Success secrets of the online marketing superstars. Chicago: Dearborn Trade Pub. p. 85. ISBN 1419505017.
  17. ↑ 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.
  18. ↑ Marshall, Perry; Thomas Meloche (September 25, 2012). "How Facebook Tools Can Revitalize Ad Campaigns". Entrepreneur Magazine. Retrieved 12 July 2013.
  19. ↑ Smith, Chris Treadaway, Mari. Facebook marketing : an hour a day (2nd ed. ed.). Hoboken, N.J.: Wiley. ISBN 1118147839.
  20. ↑ Marshall, Perry; Meloche, Thomas. Ultimate guide to Facebook advertising : how to access 600 million customers in 10 minutes. [Irvine, Calif.]: Entrepreneur Press. ISBN 1599184303.
  21. ↑ Lavinsky, David (2014-01-20). "Pareto Principle: How To Use It To Dramatically Grow Your Business". Forbes. Retrieved 1 October 2014.
  22. ↑ Marshall, Perry (January 22, 2014). "The 80/20 Rule and Listening to Your Inner Procrastinator". Entrepreneur Magazine. Retrieved 25 January 2015.
  23. ↑ 23.0 23.1 Bowen, John (January 20, 2015). "Three Lessons from Perry Marshall -- Marketing Pro Extraordinaire". Huffington Post. Retrieved 25 January 2015.