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Building the New Marketing Team: Secrets From Top Recruiters

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A business today is only as good as its people. But how can B2B organizations determine the roles they need to compete and differentiate in their market? Most of all, how can they find the right people to fill those roles for the long term?

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Building the New Marketing Team: Secrets From Top Recruiters

  1. 1. #B2BMX Building a Top Performing Marketing Team Wes Lieser Practice Director, Demand Generation Versique Search & Consulting
  2. 2. #B2BMX • Versique Search & Consulting • 8 Practice Areas • 45 employees • 3,000 placements since 2003 • Built Demand Gen Practice from scratch • $1M+ Revenue in 3 years • 2nd Fastest in company history • Clients in SF, LA, NYC, NJ, CT, MN, Seattle, Denver, Dallas, and more. • Fortune 500 to Series A Professionally
  3. 3. #B2BMX § Hiring issues/challenges § Hiring process § Structuring a marketing team § Most in-demand: • Jobs • Skillsets § How to avoid a bad hire? Agenda
  4. 4. #B2BMX 1. Hiring Challenges/Issues
  5. 5. #B2BMX § Job hoppers § Big company vs. small company § Industry experience § Specific tools – do they matter? § Experience vs. upside Hiring Issues/Challenges (Candidates)
  6. 6. #B2BMX § Unrealistic expectations of the market § Not showing enough interest § Not backfilling fast enough § Feedback within 48 hours § Not having defined process Hiring Issues/Challenges (Employer)
  7. 7. #B2BMX 2. Hiring Process
  8. 8. #B2BMX 1. Recruiter/HR Intake 2. Prescreen 3. Phone Screen 4. In-person Interview #1 5. Assignment 6. In-person Interview #2 7. Coffee/Lunch/HH 8. Offer 2. Hiring Process
  9. 9. #B2BMX § Prescreen (HR or Talent Acquisition) – 30 minutes § Phone Interview (hiring manager) – 30 minutes § In-person #1 – 2 hours § Hiring manager –1 hour § 1 -2 colleague(s) of similar level - 1 hour § Assignment – 72 hours to complete § In-person – 2 – 3 hours MAX § C-Level - 30-45 min § Direct Report/Colleagues – 1 hour § Executive Leader – 30 min § Hiring Manager – 30-45 min § Lunch/Coffee/HH – 1 hour § Extend offer Interaction Summary
  10. 10. #B2BMX § Spoken/Met with 5-10 people § Minimum 5 hours of interaction § Likely 6-8 hours § Complete applicable assignment § Been in process for 12-20 business days Interaction Summary
  11. 11. #B2BMX 3. Structure of a Marketing Team
  12. 12. #B2BMX 1. Understand the skills that exist 2. Budget vs. specific roles § Be flexible 3. Promote from within 4. Know what you don’t want § Need vs. nice 5. DON’T chase the shiny object Structuring your team
  13. 13. #B2BMX Startup/Small Business 1. Content/copywriters 2. Automation/Operations 3. Campaign/Programs 4. Digital Acquisition 5. Growth 6. Events 7. Creative Building a team from scratch
  14. 14. #B2BMX § CMO § VP (Marketing, Product and Digital) § Director § Field § Channel § Partner § Customer § Demand Generation § Marketing Operations § Analytics § Digital § Communications § Product § Content § Events Center of Excellence
  15. 15. #B2BMX 4. In-Demand Jobs & Skills
  16. 16. #B2BMX 1. Marketing Automation § Eloqua § Marketo § Watson Campaign Automation (Silverpop) 2. Analytics 3. Campaign Managers 4. Product 5. MarTech Architect In-Demand Jobs (Enterprise)
  17. 17. #B2BMX 1. 50/50 player coach (Sr. Manager/Director) 2. Content/copywriter 3. Marketing Operations 4. Analytics/Revenue Ops 5. ABM 6. Digital 7. Growth In-Demand Skills (Startup)
  18. 18. #B2BMX The general rule of thumb for enterprise vs. startup § Enterprise – fill the job § Startup – hire the skills “I want to have my hands in more of the strategy and make an impact.” -Leaving a big company “There’s just a lack of process and structure.” -Leaving a startup Big vs. Small
  19. 19. #B2BMX 5. How to avoid a bad hire?
  20. 20. #B2BMX 1. Why looking for new opportunity § Running away vs. running toward § Chasing a ghost 2. Know performance metrics § Measuring impact 3. Employment gaps § (years vs. months) 4. 2 months vs. 2 years 5. Open ended questions How to avoid a bad hire?
  21. 21. #B2BMX 1. Big vs. Small = there is a difference 2. The little things § Bring resume § Follow up notes § Grammar 3. “Yes” candidates 4. Personal situation 5. Consultants vs. “Consultants” Things to take note of:
  22. 22. #B2BMX § Attract, but don’t oversell § Have clear performance metrics § Provide training § Provide resources § Whiteboard more § Get it, want it, capacity to do it Attracting/Retaining Top Talent
  23. 23. #B2BMX Resume Example
  24. 24. #B2BMX § Top 3rd is like a movie trailer § Modify based on role Resume Examples
  25. 25. #B2BMX § Created and implemented lead generation and demand generation campaigns § Achieved a 78% increase in lead volume via demand generation campaigns VS. § Increased qualified leads by 20% over two years through targeted lead generation programs using inbound and outbound campaigns, event marketing, field marketing and channel partner programs § Led the demand generation strategy and execution to accelerate opportunity creation for freemium and paid products. Increased leads qualified for sales by 35% and opportunities created by 70%. What vs. Impact
  26. 26. #B2BMX How to avoid a bad hire? 1. 2.
  27. 27. #B2BMX Questions?

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