the Net Presence TeamDigital Marketing Strategist
Jun. 2003 - Nov. 2015Israel, CanadaI started my Information Technology career as a Systems Analyst. My focus in that role was to identify and document a business's processes and objectives to be able to prescribe how best to harness technology to improve those processes and achieve those objectives. With almost ten years of intensive involvement with the emerging Internet technologies and the parallel revolution in how the world of commerce and marketing worked, I decided to use my skills and knowledge to assist new and smaller businesses to acquire access to and mastery of this new commercial environment. To this end, I established a loose collaboration of digital marketing professionals, many of whom I trained or mentored. Together as a team, we assisted clients in setting up an eCommerce and online marketing infrastructure. We then helped them in launching their initial online campaigns, making it a priority to empower them to take direct responsibility for as much of the effort as they deemed advantageous to their objectives. After 2009 we adopted Hubspot's Inbound Marketing approach and developed tools and methods to integrate their offerings with more affordable platforms like Wordpress. Ultimately we introduced changes to the Inbound Marketing method, incorporating aspects of business modeling's evidence-driven Customer Discovery to improve its effectiveness. We called our hybrid approach "Lean Marketing " - the place where Lean Startup and Inbound Marketing intersect. Upon my retirement in the summer of 2015, the team dissolved, and many of Net-Presence clients subsequently hired team members that had served them till that date.