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.
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Building Your Marketing Platform: 10 Do's and Don'ts of An Effective Marketing Machine
- 1. Building Your Marketing Platform: 10 do’s & don’ts of an effective marketing machine Ellie Mirman CMO, Crayon @ellieeille | crayon.co
- 2. What’s the secret formula?
- 3. There is no secret formula 404 Page not found
- 4. There is a secret effective methodology
- 5. 10 do’s & don’ts of building an effective marketing machine
- 6. #1 Do speak in data
- 7. Align marketing with bottom line metrics
- 10. Resume Screening: • Results • Growth • Initiative & leadership • Commitment & resilience Hire data-driven minds Interview Questions: • Past examples • Thought process • Open-ended questions
- 11. Data analysis breeds accountability and empowerment. It should be part of every job. “
- 12. #2 Don’t do everything
- 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. 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. 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. 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. 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. Focus: not just for Tactics, but also segments
- 19. #3 Do test every “best practice”
- 20. “Long forms are bad for conversion”
- 22. “blog for tofu”
- 23. Top of the funnel content can differ greatly from company to company, industry to industry “
- 24. #4 Don’t wait to invest in top of the funnel
- 25. Invest in the top of the funnel early CREDIT: john bonini, HubSpot Blog “Six Month Rule”
- 26. Benefits of early tofu Build audience Test messaging
- 27. It’s never too early to start a blog “
- 28. #5 Do align funnel process with company stage & customer experience
- 29. Should we send all leads to sales, or just some mqls?
- 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. But consider your industry and sales process Match the pre- and post-sales experience (low touch vs. high touch)
- 32. But consider your industry and sales process Map the experience to what the prospects need (HubSpot methodology vs. Toast product details)
- 33. #6 Don’t do long waterfall projects. Use short iterative cycles.
- 34. Agile development approach allows you to • move fast, • learn and iterate, and • focus on the most important things
- 35. Experiment in marketing 1.What you’ll test 2.Why it will benefit the business 3.How you’ll measure success
- 36. Defining & measuring success for every project allows you to cut things that aren’t working
- 37. Not every part of the agile dev framework will make sense for your team. Customize.
- 38. You can maintain an agile culture as you scale by forming small, collaborative teams
- 39. #7 Do embrace failure
- 40. If you’re not failing, you’re not trying anything big enough “
- 41. For every 10 failures, there’s 1 big success
- 42. Focus on the lessons EXPRESS 2008 2016 • SEO Tools • Competitive Benchmarks • Website Analytics • Lead gen forms • Contacts database • Traffic & conversion analytics
- 43. #8 Don’t micromanage. Scale good judgment.
- 44. Foster ownership and empower employees to solve for the company’s enterprise value (EV)
- 45. Communicate priorities and direction so you don’t need to micromanage each decision
- 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. #9 Do hire for intelligence, adaptability, GSD over skills
- 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. When you hire people who push themselves, you get people who push the company“
- 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. 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. 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. Hiring Marketers Analytical problem solver Driven by results and growth Content creator Adaptable and curious Culture fit Leader who takes initiative
- 54. #10 Don’t forget to do internal marketing
- 55. Share the highs, lows, & lessons learned
- 56. Be a company leader in… … data-driven decision making … customer orientation …employee development
- 58. Let’s recap
- 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. THANK YOU Ellie Mirman CMO, Crayon @ellieeille | crayon.co