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10 Do's and Don'ts of an Effective Modern Marketing Machine

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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.

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10 Do's and Don'ts of an Effective Modern Marketing Machine

  1. 1. BUILDING AN INBOUND MARKETING MACHINE. Ellie Mirman
  2. 2. What’s the secret formula?
  3. 3. There is no secret formula.
  4. 4. There is a secret effective methodology.
  5. 5. Do’s & Don’ts of an Effective Modern Marketing Machine 10
  6. 6. #1 Do align marketing with bottom line metrics.
  7. 7. #2 Do look at marketing numbers daily.
  8. 8. #3 Don’t do everything.
  9. 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. 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. 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. 12. Focus: not just for tactics, but also segments.
  13. 13. #4 Do cut things that aren’t working.
  14. 14. #5 Don’t micromanage. Scale good judgment.
  15. 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. 16. #6 Don’t do long waterfall projects. Use short iterative cycles.
  17. 17. Agile development approach allows you to move fast, learn and iterate, and focus on the most important things.
  18. 18. Agile Marketing is… Fast Focused Prioritized Predictable
  19. 19. Experiment in Marketing 1. WHAT 2. WHY 3. HOW
  20. 20. #7 Do embrace failure.
  21. 21. If you’re not failing, you’re not trying anything big enough. “
  22. 22. For Every 10 Failures, There’s 1 Big Success.
  23. 23. #8 Do measure everything.
  24. 24. #9 Do hire for intelligence, adaptability, GSD over skills.
  25. 25. #10 Do be an extension of the marketing team.
  26. 26. Things to remember 3
  27. 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. 28. THANK YOU. ellie mirman twitter.com/ellieeille linkedin.com/in/elliemirman

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