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Similar a How to Run Marketing as a Team of One (And Still Crush Your Goals)
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How to Run Marketing as a Team of One (And Still Crush Your Goals)
- 1. #INBOUND16@SWMORRIS2 HOW TO RUN MARKETING AS A TEAM OF ONE (And Still Crush Your Goals) Susannah Morris
- 4. #INBOUND16@SWMORRIS2 FIRST, TAKE A DEEP BREATH You’ve got this!
- 5. #INBOUND16@SWMORRIS2 SUSANNAH MORRIS @SWMORRIS2 Previously: • Ecommerce Marketing Manager • Industries Marketing Manager
- 6. #INBOUND16@SWMORRIS2 SALES ENABLEMENT LEAD GENERATION Co-Marketing Partnerships Case Studies Reporting Speaking Gigs Lead Views Social Media Marketing Content Strategy Email Marketing Marketing Automation Conversion Rate Optimizatio BRAND BUILDING Conversion Paths Event Marketing BloggingThought Leadership Campaign Management Keyword Strategy Campaign Analysis Guest Blogging Group Demos Content Creation Competitive Research Website Creation Speaker Placement Lead Nurturing Customer References Search Engine Optimization Webinars Paid Strategy
- 7. #INBOUND16@SWMORRIS2 SALES ENABLEMENT LEAD GENERATION Co-Marketing Partnerships Case Studies Reporting Speaking Gigs Lead Views Social Media Marketing Content Strategy Email Marketing Marketing Automation Conversion Rate Optimizatio BRAND BUILDING Conversion Paths Event Marketing BloggingThought Leadership Campaign Management Keyword Strategy Campaign Analysis Guest Blogging Group Demos Content Creation Competitive Research Website Creation Speaker Placement Lead Nurturing Customer References Search Engine Optimization Webinars Paid Strategy ALL THE THINGS 4X Ecommerce Sales Education Sales Nonprofit SalesMedia Sales
- 8. #INBOUND16@SWMORRIS2 SALES ENABLEMENT LEAD GENERATION Co-Marketing Partnerships Case Studies Reporting Speaking Gigs Lead Views Social Media Marketing Content Strategy Email Marketing Marketing Automation Conversion Rate Optimizatio BRAND BUILDING Conversion Paths Event Marketing BloggingThought Leadership Campaign Management Keyword Strategy Campaign Analysis Guest Blogging Group Demos Content Creation Competitive Research Website Creation Speaker Placement Lead Nurturing Customer References Search Engine Optimization Webinars Paid Strategy Ecommerce Sales ALL THE THINGS 1X
- 10. #INBOUND16@SWMORRIS2 TAKE A STEP BACK
- 13. #INBOUND16@SWMORRIS2 QUESTIONS: • What currently drives demand for sales? • How much money does it cost?
- 14. #INBOUND16@SWMORRIS2 FROM A HIGH LEVEL…
- 18. #INBOUND16@SWMORRIS2 STUDY UP: • Who is your target audience? • What is their story?
- 19. #INBOUND16@SWMORRIS2 The open rate for emails with a personalized message was Statista, 2014 Via HubSpot’s Marketing Statistics 17.6% Compared to 11.4% without personalization.
- 20. #INBOUND16@SWMORRIS2 YOU CAN PERSONALIZE YOUR: • Landing pages • Website content • Calls-to-action • Email content • Subject lines
- 21. #INBOUND16@SWMORRIS2 LANDING PAGE & SITE CONTENT
- 22. #INBOUND16@SWMORRIS2 CALLS-TO-ACTION Visitor → Subscriber Subscriber → Lead Customer Education
- 26. #INBOUND16@SWMORRIS2 Set Clear (and Realistic) Goals 3.
- 27. #INBOUND16@SWMORRIS2 SUCCESS AS A MARKETING TEAM ISN’T MEASURED ON YOUR BEST INTENTIONS.
- 28. #INBOUND16@SWMORRIS2 Set Clear (and Realistic) Goals 3.
- 29. #INBOUND16@SWMORRIS2 BE REALISTIC • What can you accomplish as one person? • What resources are available?
- 31. #INBOUND16@SWMORRIS2 You You With 10% More Resources
- 32. #INBOUND16@SWMORRIS2 TIP: DEVELOP STRETCH GOALS. Make the case for what you could achieve with more resources.
- 35. #INBOUND16@SWMORRIS2 BREAK IT DOWN: • How are you going to hit those goals? • Down to the email send, social post, etc.
- 37. #INBOUND16@SWMORRIS2 TIP: DON’T FORGET YOUR LONG-TERM GOALS.
- 38. #INBOUND16@SWMORRIS2 PLANT THE SEEDS TO GROW AND OPTIMIZE YOUR FUNNEL IN THE LONG-TERM.
- 43. #INBOUND16@SWMORRIS2 PEOPLE ARE HAPPIEST WHEN THE DIFFERENCE BETWEEN EXPECTATION AND REALITY IS THE SMALLEST.
- 44. #INBOUND16@SWMORRIS2 AVOID SURPRISES • Over communicate • Identify key decision makers • Get everyone on board
- 48. #INBOUND16@SWMORRIS2 47% of buyers viewed 3-5 pieces of content before engaging with a sales rep. Demand Gen Report, 2016 Via HubSpot’s Marketing Statistics
- 49. #INBOUND16@SWMORRIS2 THINK BIG PICTURE • Blog posts → ebook chapters • Webinar → long-form site page • Twitter posts → slideshare...
- 51. #INBOUND16@SWMORRIS2 PSA: Product Launch with VP of Product Christopher O’Donnell Today at 4:15
- 55. #INBOUND16@SWMORRIS2 ASK FOR HELP: • Brainstorming topics • Writing blog posts • Sharing on social media…
- 58. #INBOUND16@SWMORRIS2 TIP: HELP OTHERS BUILD THEIR PERSONAL BRAND.
- 62. #INBOUND16@SWMORRIS2 B2B marketers say the of marketing automation is the ability to generate more and better leads. #1 benefit Pepper Global, 2014 Via HubSpot’s Marketing Statistics
- 63. #INBOUND16@SWMORRIS2 LEAN IN TO AUTOMATION • Notifications • Scheduling • Reminders • Follow ups
- 68. #INBOUND16@SWMORRIS2 24% of marketers don’t know whether their efforts resulted in closed-won deals. BrightTALK, 2015 Via HubSpot’s Marketing Statistics
- 69. #INBOUND16@SWMORRIS2 ALWAYS BE MEASURING • Track your goals • Optimize early and often • Share your results
- 75. #INBOUND16@SWMORRIS2 LEARN TO SAY NO • Easier said than done! • Think long-term
- 76. #INBOUND16@SWMORRIS2 NO HELPS YOU STRIKE A BALANCE BETWEEN SHORT AND LONG-TERM GOALS
- 77. #INBOUND16@SWMORRIS2 TIP: MAP IT BACK TO YOUR GOALS.
- 78. #INBOUND16@SWMORRIS2 FOR EXAMPLE… Q1 GOAL: 450 LEADS • 2X OFFERS FOR LEAD GEN • 24X BLOG POSTS (~2X A WEEK) • SET UP LEAD NURTURING FLOW (1X OFFER, 2X BLOG POSTS)
- 79. #INBOUND16@SWMORRIS2 FOR THE LEAD NURTURING FLOW 4X BLOG POSTS IN JAN = 1X OFFER IN FEB + 2X BLOG POSTS IN FEB READY TO SET UP YOUR FLOW IN MARCH
- 82. #INBOUND16@SWMORRIS2 EVERYTHING YOU *WISH* YOU COULD DO • Make a list • Add priority and difficulty • Include all suggestions
- 87. #INBOUND16@SWMORRIS2 1. Do an Audit 2. Develop Your Personas 3. Set Clear (and Realistic) Goals 4. Set Your Strategy 5. Get Buy In 6. Reduce, Reuse, Recycle 7. Phone a Friend 8. Analyze Everything 9. Know Your Limits 10. Create a Backlog 10 STEPS:
- 89. #INBOUND16@SWMORRIS2 THANK YOU. SLIDES & RESOURCES: SWMORRIS.COM/INBOUND16
Notas del editor
- Thanks for the introduction, I’m so excited to be here today to talk with you about how to run marketing as a team of one, and more importantly still crush your goals
- Before anyone asks, I’ll be posting my slides online after the talk, and I’ll also link to all of the resources that I’m mentioning throughout the presentation.
- To get a sense of the room -- Could all the folks who are the only marketer on their team raise their hands? Ok, keep them raised, and can anyone who is on a small marketing team of two or three raise their hands as well. Now take a look around the room –
- Marketers just like you Best practices & challenges
- As industries marketing manager, I was responsible for the entire marketing funnel for each segment I worked with – from brand building to lead gen and sales enablement.
- Through this presentation, I’ve broken down the lessons I’ve learned over the past couple of years into 10 fundamental steps to help small marketing teams hit their goals, and highlighted ways that HubSpot can help you do just that. The best way to set yourself up for success as an individual is to invest time up front in planning and analysis. While it’s not the most glamorous,
- Whether you’re starting from scratch or re-evaluating your current process, you need to start with a benchmark, so you can tell how far you’ve come.
- To get those benchmarks, the first thing you need to do is an audit.
- Ask yourself – what currently drives demand for sales? Existing assets HubSpot E.G.
- Funnel + conversion rates Understanding = success
- Campaigns Don’t worry!
- Why personas Mary e.g. Well-developed personas pay off
- Persona >> personalization individualized experience based on that persona’s interests and where they are in the buying cycle better prospect experience and will have higher returns for you
- personalizing landing page and website content by device
- personalizing calls to action based on lifecycle stage, from our agency blog
- You can even personalize your subject lines. In this case, the same email with the same 20% off promotion is positioned differently to first time purchasers and customers. importance of developing a 1-1 relationship with your prospective customers to increase customer lifetime value An all-in-one solution gives you the opportunity to create a consistent experience across all touch points your prospective customers have with your brand. Use automation to help you
- Not quite ready to run your first campaign
- Optimist!
- Honesty: what you want to do, vs. what you can realistically do >> strategies to close the gap One of the traps that I often fell into was thinking that I could get things done faster than was possible
- HubSpot has developed a set of new productivity tools that you can find in the productivity tab. You can perform a gut check by taking a look at some of the project templates that are included – they have suggested time benchmarks for how long different tasks will take you. Projects also breaks different larger projects into discrete steps, which can be helpful as you’re trying to balance short term vs. long term goals.
- Speaking about setting aggressive but achievable goals, this is also an opportunity for you to set stretch goals and make the case for more resources. Stretch goals are aggressive targets that if you pull out all the stops, you might – if the stars align – be able to hit.
- If you sell everyone internally on what you’re working on, it will help you plant the idea of what you could do if you had an intern, or a copywriter, or even another teammate. Think big!
- If they don’t add up, readjust 2016 planning e.g.
- Benchmarks or back into assumptions
- balance between working towards short and long term goals
- Plan long-term seeds: Nurturing flow, reporting infrastructure, experiment on new channel Balance: working smoothly, hitting #, new exp to continually optimize
- Productivity excitement Understand long-term project commitments Out of data >> campaigns, but first: buy in
- A dog in a party hat is a good surprise Bad surprises Share >> refine, highlight challenges, prepare to address concerns
- Long lifecycle
- 3 Rs
- Bandwidth >> high quality content to move the needle Instead: content works for you across channel/formats Bad e.g.s, consider persona, content consumption, available content >> Tailor to fit
- Holiday webinar e.g. Live, doesn’t like recorded As a individual or small team creating content, you’re faced with a lot of challenges while developing your strategy. HubSpot has some exciting product launches to help you stay on top of content…
- Unfortunately, as much as I wanted to rave about the launches and how they’re going to revolutionize your content, I’m going to leave that to our VP of product, Christopher O’Donnell, in a few short hours. Everyone should check out his launch session this afternoon, there are some incredible updates to come.
- tap into the rest of your organization and optimize the tools you’re using
- Brainstorm: Here's an example of a brainstorm document Expand reach: Ted on ecommerce sales updated his signature to include an upcoming event and ebook Lauren, from our services team, tweeted out a link to our holiday resource hub.
- I’ve also worked with sales and services teammates to present on webinars, or share quotes for blog content. People are often willing to help you out by sharing their own domain expertise. And -- most folks like the way their headshot looks on a landing page. You can even take it a step further and lean on people in your company to help you write content!
- Build personal brand Avoid creative exhaustion, top of interests of persona Keep content bar high >> interest and trust you’ve built in your audience Creating a system and processes to manage contributions is critical
- Besides leveraging other people at your company, you can use automation to complete repetitive and time consuming tasks. Think of it as a different kind of outsourcing. Investing your time upfront in automation can help free up your own time to spend it on other things…
- by continuously investing time in automation, you'll be able to free up your own time and scale your marketing efforts
- For example you can send internal notifications through automation Or, you can save time by having people book time on your calendar directly through HubSpot's sales meetings tool to eliminate the back and forth of scheduling.
- Or, you can set up a workflow to send out reminder emails for an upcoming event or webinar afterwards you can use the workflow to send attendees (and non-attendees) different content personalized by smart list.
- Analysis is the key
- There are multiple benefits to analyzing your results – it keeps you on top of your goals, know what to do, how to crush them 2) it allows you to optimize early and often – you don’t have to wait until a campaign is over to run an analysis, don’t set and forget 3) Share results + be best advocate >> june people have other goals But it can be hard to do >> excel, etc.
- The marketing dashboard in HS gives you the opportunity to see at a glance how you’re doing whenever you log in, reports >> focus on goals
- Automate reports HS e.g. Personal dashboard, sales alignment Big campaigns e.g. Automate manual tasks >> share more frequently
- That means you need to learn to say no. Long vs. short Tough month >> help Can’t do everything
- Both in terms of being able to tell people why you’re saying no, and in terms of finding ways to make projects do double duty between the two.
- EXAMPLE
- if you’re mapping the projects you’re working on back to your goals, you can find ways for these posts to do double duty. Example continued All the work you put into planning your strategy will help you find these overlap opportunities.
- No to good ideas :/
- Backlog! 1) don’t forget, 2) manage others
- Form e.g. from content strategy, guide convo about goals
- By making your backlog public, they can see what’s on your list, and where their idea falls in terms of effort and priority. Here is an example of a public backlog that covers everything – ongoing projects, what's on the docket for this and next month, through to ideas and completed projects.
- We’ve covered a lot of ground here, but as a team of one, your success comes down to a few fundamental things.
- - putting in the legwork up front with your audit and persona research will ensure you’re allocating your time wisely - setting your goals and strategy and sharing them far and wide will lay the ground work for your success before you launch your first campaign - creating a a thoughtful content strategy and leaning on your organization (and automation) will mean you’ll be able to allocate your effort where it’s needed most - and knowing your own limits and creating a backlog to help you While it may be exhausting to run a marketing team of one, you're in a room of marketers who are...
- …all in the same boat as you.
- As a reminder, you can find all of the resources I mentioned today at this link. Happy to take any questions you may have.