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Building Your Marketing Platform: 10 Do's and Don'ts of An Effective Marketing Machine

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Lessons from the trenches of building and scaling marketing teams from zero. From marketing tactics to hiring tips to culture building strategies.

Publicado en: Marketing

Building Your Marketing Platform: 10 Do's and Don'ts of An Effective Marketing Machine

  1. 1. Building Your Marketing Platform: 10 do’s & don’ts of an effective marketing machine Ellie Mirman CMO, Crayon @ellieeille | crayon.co
  2. 2. What’s the secret formula?
  3. 3. There is no secret formula 404 Page not found
  4. 4. There is a secret effective methodology
  5. 5. 10 do’s & don’ts of building an effective marketing machine
  6. 6. #1 Do speak in data
  7. 7. Align marketing with bottom line metrics
  8. 8. Review metrics daily
  9. 9. Measure every initiative
  10. 10. Resume Screening: • Results • Growth • Initiative & leadership • Commitment & resilience Hire data-driven minds Interview Questions: • Past examples • Thought process • Open-ended questions
  11. 11. Data analysis breeds accountability and empowerment. It should be part of every job. “
  12. 12. #2 Don’t do everything
  13. 13. Persona Development Positioning Research Competitive Research User Experience Mobile/Social Apps Blogging Social Media Content Offers Public Relations Analyst Relations Automated Nurturing Product Marketing Sales Collateral Tradeshow Sponsorships Paid/Sponsored Media Direct Mail Advertising Comarketing Landing Page & CTA Creation Landing Page & CTA A/B Testing Search Engine Optimization Email Marketing Branding Graphic Design Website Content Management Website Redesign Social Nurturing Closed Loop Reporting
  14. 14. Persona Development Positioning Research Competitive Research User Experience Mobile/Social Apps Blogging Social Media Content Offers Public Relations Analyst Relations Automated Nurturing Product Marketing Sales Collateral Tradeshow Sponsorships Paid/Sponsored Media Direct Mail Advertising Comarketing Landing Page & CTA Creation Landing Page & CTA A/B Testing Search Engine Optimization Email Marketing Branding Graphic Design Website Content Management Website Redesign Social Nurturing Closed Loop Reporting
  15. 15. Marketing by Company Stage Founding Product Product-Market Fit Funnel Formula Market research Persona development Thought leadership Funnel development Lead generation Optimize and scale programs Scalable Funnel
  16. 16. Team growth Example 1 1. CMO 2. Generalist / Lead Gen Marketer 3. Content Marketer 4. Lead Gen / Ops Marketer 5. Video / Content 6. Data / Content 7. PR Specialist 8. Channel Marketing x2 9. Product Marketing x3 10. Lead Gen Team Growth x2 Year 2 Year 3 Year 4 Year 5
  17. 17. Team growth Example 2 1. Generalist / Content Marketer 2. Generalist / Lead Gen Marketer 3. VP Marketing 4. Video / Content 5. Events 6. Product Marketing 7. Product Marketing 8. Design / Lead Gen Conversion 9. Content Marketer 10. Paid Media Year 2 Year 3 Year 4
  18. 18. Focus: not just for Tactics, but also segments
  19. 19. #3 Do test every “best practice”
  20. 20. “Long forms are bad for conversion”
  21. 21. “tradeshows are dead”
  22. 22. “blog for tofu”
  23. 23. Top of the funnel content can differ greatly from company to company, industry to industry “
  24. 24. #4 Don’t wait to invest in top of the funnel
  25. 25. Invest in the top of the funnel early CREDIT: john bonini, HubSpot Blog “Six Month Rule”
  26. 26. Benefits of early tofu Build audience Test messaging
  27. 27. It’s never too early to start a blog “
  28. 28. #5 Do align funnel process with company stage & customer experience
  29. 29. Should we send all leads to sales, or just some mqls?
  30. 30. the case for sending all leads to sales Figure out the sales process & identify your best customers Use data to identify lead qualification & scoring criteria
  31. 31. But consider your industry and sales process Match the pre- and post-sales experience (low touch vs. high touch)
  32. 32. But consider your industry and sales process Map the experience to what the prospects need (HubSpot methodology vs. Toast product details)
  33. 33. #6 Don’t do long waterfall projects. Use short iterative cycles.
  34. 34. Agile development approach allows you to • move fast, • learn and iterate, and • focus on the most important things
  35. 35. Experiment in marketing 1.What you’ll test 2.Why it will benefit the business 3.How you’ll measure success
  36. 36. Defining & measuring success for every project allows you to cut things that aren’t working
  37. 37. Not every part of the agile dev framework will make sense for your team. Customize.
  38. 38. You can maintain an agile culture as you scale by forming small, collaborative teams
  39. 39. #7 Do embrace failure
  40. 40. If you’re not failing, you’re not trying anything big enough “
  41. 41. For every 10 failures, there’s 1 big success
  42. 42. Focus on the lessons EXPRESS 2008 2016 • SEO Tools • Competitive Benchmarks • Website Analytics • Lead gen forms • Contacts database • Traffic & conversion analytics
  43. 43. #8 Don’t micromanage. Scale good judgment.
  44. 44. Foster ownership and empower employees to solve for the company’s enterprise value (EV)
  45. 45. Communicate priorities and direction so you don’t need to micromanage each decision
  46. 46. MISSION: Transform how organizations attract, engage, and delight customers. STRATEGY: Become the trusted inbound platform for the mid-market. PLAYBOOKS: OBSTACLES: TARGETS: Key initiative - details Key initiative - details Key initiative - details Obstacle Obstacle Obstacle Obstacle Obstacle Metric Metric Metric Scaling goals
  47. 47. #9 Do hire for intelligence, adaptability, GSD over skills
  48. 48. Adaptability & potential video content 2008 Mktg mgr Social media 2017 VP MKTG Tofu lead gen Demand gen Customer mktg Team leadership dev Startup mktg leader 2013 Sr mgr 2015 Dir mgr
  49. 49. When you hire people who push themselves, you get people who push the company“
  50. 50. Who do you hire first? Marketing Executive Individual Contributor Example HubSpot Toast Pros Establishes strategy/hands off Focuses on executing tactics Less expensive $ Cons May not be willing to execute Expensive $ Needs direction
  51. 51. When do you hire the exec? Time to… • Build thought leadership • Help define customer profile and needs • Build or scale a sales/marketing funnel • Generate leads • Build a brand • Build a marketing team
  52. 52. Hiring a Marketing Leader CORE PLUS Track record of results Can speak to differences by company Ability to grow and adapt Player Coach – can dive in themselves Culture fit Management experience (hiring/recruiting, coaching) Ability to work with sales (if relevant) Tactical experience (demand gen, product marketing, etc.) Bonus: same stages, same industry, same funnel (low/high touch, SMB/enterprise)
  53. 53. Hiring Marketers Analytical problem solver Driven by results and growth Content creator Adaptable and curious Culture fit Leader who takes initiative
  54. 54. #10 Don’t forget to do internal marketing
  55. 55. Share the highs, lows, & lessons learned
  56. 56. Be a company leader in… … data-driven decision making … customer orientation …employee development
  57. 57. Educate proactively and cut the jargon
  58. 58. Let’s recap
  59. 59. Building your marketing platform: 10 do’s & don’ts 1. Do speak in data 2. Don’t do everything 3. Do test every “best practice” 4. Don’t wait to invest in tofu 5. Do align process with stage & experience 6. Don’t do long waterfall projects 7. Do embrace failure 8. Don’t micromanage 9. Do hire for intel, adaptability, GSD 10.Don’t forget internal marketing
  60. 60. THANK YOU Ellie Mirman CMO, Crayon @ellieeille | crayon.co

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