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Building Your Marketing Platform:
10 do’s & don’ts of an effective marketing machine
Ellie MirmanCMO, Crayon
@ellieeille | crayon.co
What’s the secret formula?
There is no secret formula
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There is a secret effective methodology
10 do’s & don’ts of building an effective marketing machine
#1 Do speak in data
Align marketing with bottom line metrics
Review metrics daily
Measure every initiative
Resume Screening:• Results• Growth• Initiative & leadership• Commitment &
resilience
Hire data-driven minds
Interview Questions:• Past examples• Thought process• Open-ended questions
Data analysis breeds accountability and empowerment. It should be part of every job.“
#2 Don’t do everything
Persona DevelopmentPositioning ResearchCompetitive Research
User ExperienceMobile/Social Apps
BloggingSocial Media
Content OffersPublic Relations
Analyst RelationsAutomated Nurturing
Product MarketingSales Collateral
Tradeshow Sponsorships
Paid/Sponsored MediaDirect MailAdvertising
ComarketingLanding Page & CTA Creation
Landing Page & CTA A/B TestingSearch Engine Optimization
Email MarketingBranding
Graphic DesignWebsite Content Management
Website RedesignSocial Nurturing
Closed Loop Reporting
Persona DevelopmentPositioning ResearchCompetitive Research
User ExperienceMobile/Social Apps
BloggingSocial Media
Content OffersPublic Relations
Analyst RelationsAutomated Nurturing
Product MarketingSales Collateral
Tradeshow Sponsorships
Paid/Sponsored MediaDirect MailAdvertising
ComarketingLanding Page & CTA Creation
Landing Page & CTA A/B TestingSearch Engine Optimization
Email MarketingBranding
Graphic DesignWebsite Content Management
Website RedesignSocial Nurturing
Closed Loop Reporting
Marketing by Company Stage
Founding
Product
Product-Market Fit
Funnel Formula
Market researchPersona developmentThought leadership
Funnel developmentLead generation
Optimize and scale programs
Scalable Funnel
Team growth Example 1
1. CMO2. Generalist / Lead Gen Marketer3. Content Marketer4. Lead Gen / Ops Marketer5. Video / Content6. Data / Content7. PR Specialist8. Channel Marketing x29. Product Marketing x310. Lead Gen Team Growth x2
Year 2
Year 3
Year 4
Year 5
Team growth Example 2
1. Generalist / Content Marketer2. Generalist / Lead Gen Marketer3. VP Marketing4. Video / Content5. Events6. Product Marketing7. Product Marketing8. Design / Lead Gen Conversion9. Content Marketer10. Paid Media
Year 2
Year 3
Year 4
Focus: not just for Tactics, but also segments
#3 Do test every “best practice”
“Long forms are bad for conversion”
“tradeshows are dead”
“blog for tofu”
Top of the funnel content can differ greatly from company to company, industry to industry“
#4 Don’t wait to invest in top of the funnel
Invest in the top of the funnel early
CREDIT: john bonini, HubSpot Blog
“Six Month Rule”
Benefits of early tofu
Build audience Test messaging
It’s never too early to start a blog“
#5 Do align funnel process with company stage & customer experience
Should we send all leads to sales, or just some mqls?
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
But consider your industry and sales process
Match the pre- and post-sales experience (low touch vs. high touch)
But consider your industry and sales process
Map the experience to what the prospects need (HubSpot methodology vs. Toast product details)
#6 Don’t do long waterfall projects.
Use short iterative cycles.
Agile development approach allows you to
• move fast,• learn and
iterate, and • focus on
the most importantthings
Experiment in marketing
1.What you’ll test
2.Why it will benefit the business
3.How you’ll measure success
Defining & measuring success for every project allows you to cut things that aren’t working
Not every part of the agile dev framework will make sense for your team. Customize.
You can maintain an agile culture as you scale by forming small, collaborative teams
#7 Do embrace failure
If you’re not failing, you’re not trying anything big enough“
For every 10 failures, there’s 1 big success
Focus on the lessons
EXPRESS
2008 2016
• SEO Tools• Competitive Benchmarks• Website Analytics
• Lead gen forms• Contacts database• Traffic & conversion analytics
#8 Don’t micromanage. Scale good judgment.
Foster ownership and empower employees to solve for the company’s enterprise value (EV)
Communicate priorities and direction so you don’t need to micromanage each decision
MISSION: Transform how organizations attract, engage, and delight customers.
STRATEGY: Become the trusted inbound platform for the mid-market.
PLAYBOOKS: OBSTACLES: TARGETS:
Key initiative- detailsKey initiative- detailsKey initiative- details
ObstacleObstacleObstacleObstacleObstacle
Metric
Metric
Metric
Scaling goals
#9 Do hire for intelligence, adaptability, GSD over skills
Adaptability & potential
video content
2008Mktgmgr
Social media
2017VP
MKTG
Tofu lead gen
Demand gen
Customer mktg
Team leadership
dev
Startup mktg
leader
2013Sr
mgr
2015Dir mgr
When you hire people who push themselves, you get people who push the company“
Who do you hire first?
Marketing Executive Individual Contributor
Example HubSpot Toast
Pros Establishes strategy/hands off Focuses on executing tacticsLess expensive $
Cons May not be willing to executeExpensive $
Needs direction
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
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)
Hiring Marketers
Analytical problem solver
Driven by results and growth
Content creator
Adaptable and curious
Culture fit
Leader who takes initiative
#10 Don’t forget to dointernal marketing
Share the highs, lows, & lessons learned
Be a company leader in…
… data-driven decision making… customer orientation…employee development
Educate proactively and cut the jargon
Let’s recap
Building your marketing platform: 10 do’s & don’ts
1. Do speak in data2. Don’t do everything3. Do test every “best practice”4. Don’t wait to invest in tofu5. Do align process with stage & experience6. Don’t do long waterfall projects7. Do embrace failure8. Don’t micromanage9. Do hire for intel, adaptability, GSD10.Don’t forget internal marketing
THANK YOUEllie Mirman
CMO, Crayon@ellieeille | crayon.co