Hello! My name is Trenton Greener and I am a digital marketer specializing in PPC, paid search marketing, and data analysis. I've always had a love for numbers and analytical patterns and naturally this evolved into data analysis and search marketing. I am a firm believer in life is what you make it and that every individual is capable of greatness if they put their mind to it. This is where I got my life motto of "The life you live is the one you build."
I started my career in inbound and digital marketing as a PPC specialist and data analyst for Project Management Academy, a project management training provider based out of my hometown of Lafayette, Indiana in June 2012. As a PPC specialist, I managed hundreds of highly competitive search, display, and remarketing ad campaigns combining into a yearly budget of $1.4M. During this time my role as data analyst ranged from analyzing website data in order to optimize search campaigns and mapping the customer journey throughout the buying process to analyzing sales and profitability data and designing and creating weekly and monthly all-encompassing metric reports for the President and CEO.
After a short while my responsibilities expanded to include on-page SEO and content marketing for the company. Eventually I became the manger of inbound marketing, managing a team of four and overseeing all marketing and sales efforts for the company on our way to being named to the 2014 INC 5000 fastest growing private companies at #136, while being #2 in Indiana and #1 in all of Education.
I enjoy inbound marketing because of how measurable and finite the field is. The old adage of, "Half my marketing dollars are wasted, I just don't know which half" - John Wanamaker does not apply to effective inbound marketing. With tools like Google Analytics, we can apportion each dollar of our marketing budgets to specific campaigns and easily see which campaigns are effective and which need to be addressed. Not only can we allocate and account for our marketing budget, but we can also cater our marketing efforts to very specific niches and properly target these individuals in a way that is no longer an interruptive form of marketing.
Long gone are the days of mass marketing through mediums such as television and paper. Companies are finding that they can instead take those dollars and market to those who are specifically searching for their products. CEO of Distilled, Will Critchlow does a phenomenal job of illustrating this in his Visual Report Future of TV. The world of marketing is rapidly changing, Google's 2013 revenue numbers of nearly $60B indicate a shift to digital marketing and in a very measurable world with results to back the shift, I don't see that trend reversing anytime soon. Digital marketing is a very exciting, highly competitive, and rapidly changing field. It's a beautiful world and I'm excited to be a part of it.