Dan London has been involved in the N.C. Research Triangle marketing community for more than a decade. You may know him as an online marketing expert from his work at Lulu and ShareFile, or from organizing the new FizzledDurham event this March.
1. What do you do professionally, and how did you get to where you are today?
I’m the Director of Online Marketing at ShareFile, a leader in large file transfer and virtual data room solutions for businesses.
After graduating from UNC, I worked for an online travel company in the Triangle. I then worked for a local design/ad agency, where I worked with clients like John Deere, Red Hat, IBM and others.
2. What’s one of your favorite projects?
I think that putting on FizzledDurham was one of the most fun, and probably one of the scariest, things I have done. I ended up with having 20 more registrants than I had planned for and we had about 60-70 people actually show up (my goal was 40). For never having put on an event like that, I think I did pretty well.
The Raleigh-Durham-Chapel Hill area is full of great people who care about the community and make events like FizzledDurham and others truly awesome just by attending and getting involved.
3. Since you started your career, what are the biggest changes you’ve seen in marketing?
I struggled with this answer. There have been so many changes that have happened just in the past year that are changing marketing, let alone since I began my career. Ad targeting has gotten so sophisticated. Analytics is no longer a huge cost. Mobile marketing seems to advance daily. It seems as if each day, there is something new available.
I don’t think that I’ll be using the same tactics I use now in a year, as advancements in targeting and tracking are getting more sophisticated on what seems like a weekly basis.
4. What are some of the things you read to keep up with the latest trends?
My RSS feed is 200 sites deep and range from design blogs to hardcore analytics sites. To do well online, you need to keep up with everything. I don’t read every article every day, but I try to read as much as I can.
5. What’s something most people might not know about you?
I taught 6th grade English and History in Roxboro, NC for a year.
6. What do you do for fun outside of work?
I coach youth hockey. I also read quite a bit and try to spend as much time with my family as possible.
7. What’s your advice for early-career marketers?
Don’t be afraid to fail. Analyze the failure and learn from it. You might run a campaign that goes horribly, but the data from that campaign is very valuable. Use it in your plan for your next campaign.
There is no such thing as the perfect ad or landing page. Keep testing and keep improving everything you do.
Thanks for sharing your experience and advice, Dan!
This is the fourth in my new series of interviews with marketing and business leaders in North Carolina and beyond. If you know someone I should speak with, let me know and I’ll try to feature them in a future profile.
What else would you like to learn from Dan? Please share your followup questions in the comments below.
Photo credit: Courtesy of Dan London