Malte Landwehr is VP of Product at Searchmetrics, an enterprise SEO and content marketing platform.
Econsultancy overtook him to discover a day in his life, his favourite features of his role, how he pertained to specialise in search, and his guidance to any other marketers seeking to follow a similar path.
Please explain your task: What do you do?
I am the VP Product at Searchmetrics, a 250- people strong software-as-a-service (SaaS) company that’s focused on making it possible for ever increasing transparency into SEO and content optimisation for the contemporary marketer. We have workplaces in Germany, the US, the UK and Croatia and clients all over the world.
In my department among our main top priorities is keeping top of the quickly developing world of search and content optimisation and ensuring our consumers have the tools and innovations within our products to maximise the available chances.
Whereabouts do you sit within the organisation? Who do you report to?
Together with the VP Engineering I are accountable for structure and running our items. We both report straight to the CEO.
What sort of abilities do you require to be efficient in your function?
I am a huge fan of the servant management design So, I see my leadership function mainly as that of an enabler. Because role, the most important skills are compassion and diplomacy.
Naturally, I am likewise a specific factor and in some cases a project supervisor. In those functions the needed skills are: being organised; having a detail orientation; a callous prioritisation to increasing customer worth; stating no often (yes this is a skill); rational thinking; information analysis; and domain knowledge.
Tell us about a normal working day …
I usually get up at 7 and I remain in the workplace by nine. By then I have actually already read emails, chat messages, calendar welcomes and had a look at my schedule for the day. Because we have a presence in the United States, it is not unusual for a lot of messages to have come by throughout the night.
Some days I invest from 9am till 7pm simply with interaction, appointing tasks, getting status updates, participating in conferences, and responding to questions. Other days I just have one or two 30- minute conferences and invest numerous hours immersed in Excel sheets, in CRM data, or in front of white boards.
I attempt not to remain too late in the office, usually leaving around 7pm − I just stay longer if I have calls with colleagues or clients on the US East Coast (or if I need the quiet of an empty office to work on an intricate job).
What do you love about your job? What sucks?
The days that are practically communication and alignment sometimes feel like I got absolutely nothing done. Of course, I understand that by allowing others to get their jobs done, I actually get my task done. However there’s a feeling of individual achievement that is missing out on when you invest a whole day in meetings and Outlook.
What I love about my job is that there’s always a new difficulty. I am an 80/20 person and I am most delighted if there is a brand-new question every week for which I can find a “excellent enough” answer rapidly and after that move on immediately. I absolutely draw at repetitive work. Particularly if it should be done effectively and nicely. So, having a team to look after that is kinda good
I likewise enjoy to share insights. That’s why I am constantly delighted to give a conference discussion or contribute to a webinar.
All in all, I believe I’ve found what the Japanese call “ikigai”: a mix of something I enjoy (SEO, data), something I am proficient at (seeing the huge image in SEO and Material Marketing and describing it to others), something the world requirements (Item Marketing & Product Management), and something I can be spent for (leading an item group).
To put it simply, I have been able to turn my hobby into a job.
What kind of goals do you have? What are the most beneficial metrics and KPIs for determining success?
The goal of my group is to create customer worth through the items we develop and by educating others (internally and externally) on how to best utilize them. My individual goal is to allow my group to do this and assist them to prioritise their ideas.
There are 2 sets of KPIs to measure success as a VP Item.
- The typical SaaS organisation KPIs such as monthly and annual recurring profits in addition to net renewal rate (the rate at which customers are restoring and expanding) and customer churn
- The product KPIs, like everyday and monthly active users, length of gos to, and so on
However value is not created by tracking all these numbers. Value is produced by mapping the company objectives (usually revealed in those SaaS KPIs) to the item KPIs. This allows us to create value for our clients in positioning with the overall company vision.
What are your favourite tools to help you to do the job?
Tools in regards to software application:
- MS Teams for ad-hoc communication (chat & video)
- Jira for the everyday cooperation with advancement
- Confluence for process documentation and meeting notes
- ProductPlan to imagine roadmaps
- Whatever software stack is offered for CRM, Consumer Assistance ticketing, Client Engagement tracking, and agreements management. I typically need bulk data from these systems to perform my own analysis.
- Workplace 360 for cooperation on files.
- Excel to run ad-hoc analyses
- PowerPoint to present concepts to bigger audiences or top-level audiences
- Trello-style boards (can reside in Trello, Airtable, Jira, or MS Coordinator) to manage tasks.
Apart from that I believe there are three crucial tools:
- Structure great connection with my direct reports
- Discovering the right variety of conferences with the ideal structure for my team
- Making the business goals visible and transparent for everybody in my team– including how they can personally contribute to those objectives.
If I get those last 3 things right, I have actually already succeeded in my role. Due to the fact that, let’s face it, in the end it is my team doing all the important work, not me.
How did you end up at Searchmetrics, and where might you go from here?
While still in high school I taught myself how to be an SEO (and webmaster and blogger and affiliate and material online marketer and social media supervisor and community supervisor and really truly bad web designer and web developer). I then studied computer system science with a concentrate on mathematics, algorithms, web crawling, and information analytics.
After abandoning my PhD, I invested a little over a year in a management consultancy for digital subjects. And in between I founded an SEO firm with five co-founders and was privileged to have had the chance to speak at numerous SEO conferences in Germany, run 50 websites, and run 100 social networks accounts.
Because of my fascination with data and practice of sharing intriguing information insights about search and related technologies on Twitter and facebook, people in the German SEO scene were always informing me I ‘d end up operating at an SEO software application service provider some day. And surprisingly enough that’s precisely what happened. I talked to Marcus Tober, the creator of Searchmetrics, at an SEO conference. A couple of weeks later I was working for his company.
Where might I go from here? Presently I’m happy where I am.
But if we are speaking about the next 5 to 20 years, I could think about developing a role as an SVP of Product and Marketing (since both product and marketing have to do with understanding the needs and problems of your consumers and integrating them makes a lot of sense). Or I might want to ending up being an EVP of Item Development or stepping up to Chief Item Officer.
I could likewise think of shifting to something entirely different. Like running development and solution architecture at a big agency, being the CMO of a digital consultancy, or automating consumer assistance and customer services with technology like chatbots and mass-personalisation of e-mails.
Which search trends are you keeping an eye on in 2019?
I see one pattern for the next one to 3 years that will dwarf all other patterns: Edge SEO.
Edge SEO includes utilizing serverless technologies to perform a variety of technical SEO jobs within the core systems running your website or ecommerce site– jobs that would otherwise have to be executed by your IT and advancement team.
These serverless innovations live on the outermost edge of your IT facilities. Frequently, they are not even in your own data centers but live with external providers such as Cloudflare
Do you have any guidance for marketers believing of specialising in search?
This might sound controversial originating from somebody who loves and has built a career in search, but think thoroughly prior to you decide to build a marketing career specialising in search in 2019.
Why am I not bullish on search as a specialisation for marketers? Just because I see a great deal of automation coming to the field. And a great deal of integrated SEO capabilities in all significant content management systems. The more available SEO becomes, the more it can be dealt with by online marketing or product management departments. Search will not disappear or become lesser. But looking ahead it will transition from being a specialisation to a skill.
If you truly desire to specialise in search, please ended up being T-shaped with a focus on search– however likewise ensure you have a mutual understanding of how all the other marketing channels work and how search interacts with them. You need to attempt and future-proof your profession as search develops.