10 Do's and Don'ts of an Effective Modern Marketing Machine
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Transcript of 10 Do's and Don'ts of an Effective Modern Marketing Machine
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
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
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
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 - details Key initiative - details Key initiative - details
Obstacle Obstacle Obstacle Obstacle Obstacle
Metric Metric Metric
Agile development approach allows you to move fast, learn and iterate, and focus on the most important things.
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
HOW TO BUILD AN EFFECTIVE MODERN MARKETING MACHINE
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