Building Great Digital Marketing Teams


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How to recruit, hire, structure, and empower marketing teams to achieve remarkable results.

Published in: Business, Technology
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  • Rand, Great presentation. Just discovered it, but you highlight some really good best-practices. I like the T-shaped marketer model. I've always described myself that way. Belated thank you for sharing.
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Building Great Digital Marketing Teams

  1. Building Great Digital Marketing Teams How to recruit, hire, structure, and empower marketing teams to achieve remarkable results Rand Fishkin, CEO, Moz @randfish | Download at
  2. On the Agenda: 1: Recruiting 2: Hiring 3: Favorite Interview Questions 4: Team Structure & Organization 5: Empowering Marketers 6: Tools We Like
  3. Recruiting
  4. Great Work Attracts Great Talent Getting mentioned in these isn’t just about pride or horntooting; it makes your brand appealing to great marketers.
  5. Reputation Matters: Treat Everyone Well Via
  6. Leverage Your Size & Focus as Strengths Risk Responsibilities & ownership boost to resume Tactical Breadth Stock-Heavy Comp Stability Brand, budget, & team size boost to resume Tactical Depth Cash-Heavy Comp
  7. Think of Job Pages Like Landing Pages Moz’s Job Application Page:
  8. Leverage Your Social Channels & Connections to Influencers
  9. For Moz, Referral Bonuses Created More Problems than Solutions Original Post:
  10. Hiring
  11. Culture Fit vs. Performance Via:
  12. Culture Fit vs. Performance What Culture Is Not • Whether you rock climb/surf/ hike/etc • What kind of movies you like • Bean bag chairs • Nerf gun fights • Catered lunches • Mashed potato sculpting contests judged by your auditors at Deloitte (yes, we really did this at Moz, and it was totally fun) What Culture Is Mission & Vision Values Hiring, Firing, & Promotion Criteria Shared Priorities Cultural Fit = Via: Shared Values Stylistic Cohesion
  13. The T-Shaped Marketer Great post from Distilled on building a T-shaped web marketing skill set and another from me with more detail on why I like the T-shape
  14. Reference Check Process If I’m reference-checking Matt, I want to find shared connections he hasn’t listed on his resume, and who don’t currently work with him.
  15. Goals of the Interview 1: Determine the candidate’s fit with your values, beliefs, mission, and whether they’ll work well with people already on the team. 2: Assess whether the candidate’s contributions can effectively solve problems, deliver on time, and scale. 3: Establish the candidate’s honesty, ethics, and motivations.
  16. Some Favorite Interview Questions
  17. Walk Me Through Your Professional History Via Vizify:
  18. Draw & Explain Company X’s Marketing Funnel
  19. What Parts of This Job Do You Think Will Be Easy vs. Hard? This question helps uncover how well the candidate understands the role And whether they have the right dose of honesty and humility to be a good fit
  20. How Would You Rate These Ranking Factors in Google? The goal isn’t to get a match with the industry average or a “right” answer, but to see how the marketer thinks about SEO, and how they justify their responses Graphic above shows the average of the 130 SEOs who contributed to this year’s survey
  21. Avinash Kaushik’s Favorite Interview Question: What are the 3 metrics that matter most to (insert your favorite) site’s success?
  22. What Questions Do You Have About the Company, the Job, the Team, or the Work? Source for comic and some more of my favorite interview questions
  23. Team Structures & Organization
  24. Defining Influence & Impact Don’t Let Your Role Define Your Influence. Let Your Influence Define Your Role. Words of wisdom from Sarah Bird, Moz’s COO
  25. Functional Teams From the Moz Team Page
  26. Project/Product-Based Teams Moz is just starting with Adventure Teams – more on that topic to come as we learn from the process
  27. Empowering Marketers
  28. What Makes Us Happy at Work? See Daniel Pink’s Illustrated Video:
  29. What’s the Right Team Structure? This is how most companies are structured. Blog post on What’s the Right Team Structure?
  30. What’s the Right Team Structure? This is a better way to think about that structure, but still kinda sucks. Blog post on What’s the Right Team Structure?
  31. If Management is the Only Way Up, We’re All F’d. This system is my favorite because it empowers everyone, and doesn’t force great ICs to become mediocre PWs. Blog post on ICs vs. PWs
  32. Giving the Freedom to Fail Via:
  33. Connecting Tactics to the Big Picture Many companies are good at listing these But very few cohesively connect them to the big picture. Via:
  34. Making Goals & Progress Transparent Every week, every team presents a slide like this to representatives from each other team at a joint meeting, so we all know what everyone’s doing.
  35. Accountability #1: People can only be accountable for tasks fully under their control. #2: Only those who will be doing the work should craft the timetables for delivery. #3: In many fields, setting a completion date is foolish (software in particular). Instead, set deadlines for very small pieces of the final project, then iteratively measure progress and deadline feasibility.
  36. OKRs & Measurable Results How Google Sets Goals:
  37. Training & Conference Budgets One of the marketing courses we recommend: Market Motive and one of our favorite conferences: Distilled’s Searchlove
  38. Tools We Like
  39. LinkedIn Premium Via:
  40. Resumator Via:
  41. ThoughtFarmer Via:
  42. Trello Via:
  43. 15Five Via:
  44. Building Great Digital Marketing Teams Rand Fishkin, CEO, Moz @randfish | Download at