There's no secret formula, but there is an effective methodology to building an effective modern marketing machine. Here are 10 do's and don'ts to follow if you're a C-level building a marketing team.

1. BUILDING AN INBOUND
MARKETING MACHINE.
Ellie Mirman

2. What’s the secret
formula?

3. There is no
secret formula.

4. There is a secret effective
methodology.

5. Do’s & Don’ts
of an Effective Modern
Marketing Machine 10

6. #1 Do align
marketing with
bottom line
metrics.

7. #2 Do look at
marketing
numbers daily.

8. #3 Don’t do everything.

9. 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

10. 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

11. Marketing Team Size Roles/Functions
Year 1 0
Year 2 2 • CMO
• Generalist / Lead Gen Marketer
Year 3 4 • Content Marketer
• Lead Gen / Ops Marketer
Year 4 7 • 2 Content Marketers (Video & Data)
• PR (moved in-house)
Year 5 14 • Channel Marketing
• Product Evangelism
• Organized Lead Gen by TOFU & MOFU
Year 6 20 • Paid Media
• Branding
Year 7 36 • Expanded Product Marketing & Branding
• Expanded to Multiple Markets
Year 8 60 • Expanded Internationally
• Expanded to New Products/Divisions

12. Focus: not just
for tactics, but
also segments.

13. #4 Do cut
things that
aren’t working.

14. #5 Don’t micromanage.
Scale good judgment.

15. Scaling Goals
MISSION: Transform how organizations attract, engage,
and delight customers.
STRATEGY: Become the trusted inbound platform for the
mid-market.
PLAYBOOKS: OBSTACLES: TARGETS:
Key initiative
Obstacle
Metric
- details
Obstacle
Key initiative
Obstacle
Metric
- details
Obstacle
Key initiative
Obstacle
Metric
- details

16. #6 Don’t do long waterfall projects.
Use short iterative cycles.

17. Agile development
approach allows you
to move fast, learn and
iterate, and focus on the
most important things.

18. Agile Marketing is…
Fast
Focused
Prioritized
Predictable

19. Experiment in Marketing
1. WHAT
2. WHY
3. HOW

20. #7 Do embrace
failure.

21. If you’re not failing, you’re not
trying anything big enough. “

22. For Every 10 Failures,
There’s 1 Big Success.

23. #8 Do measure
everything.

24. #9 Do hire for
intelligence,
adaptability,
GSD over skills.

25. #10 Do be an
extension of
the marketing
team.

26. Things to
remember 3

27. HOW TO BUILD AN EFFECTIVE MODERN
MARKETING MACHINE
1
Use Data
• Align marketing with bottom line metrics
• Look at marketing numbers daily
• Measure everything
Focus
• Don’t do everything
• Cut things
• Don’t micromanage – scale good judgment
Create Learning Opportunities
• Use iterative cycles
• Embrace failure
• Hire for intelligence, adaptability, GSD
Plus, Be An Extension of the Marketing Team
2
3

28. THANK YOU.
ellie mirman
twitter.com/ellieeille
linkedin.com/in/elliemirman