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Chicago Startup Marketing
Leader Survey Results, 2016
Elan Mosbacher
VP of Marketing @ SpotHero
Copyright or confidentiality statement.
Agenda
• Introduction
• Executive Summary
• Survey Results
2Copyright or confidentiality statement.
Introduction
• Surveyed 10 of Chicago’s top startup marketing leaders
• Aggregated and anonymized results
• Summarized results in this deck
• Goal is to provide visibility on how different team operate
3Copyright or confidentiality statement.
Executive Summary
• Experience: BS in Finance/Econ, MBA, ~8 years of work, in role for 2 years
• Title: VP of Marketing is most common marketing leader title
• Startup Stage: Series A or Series B with $18M in funding
• Team Size: Headcount is 15% of company total, with average of 7
• Direct Reports: Average is 3-4 direct reports, only one instance more than 5
• Budget: Most spending <$500K but some spend over $5M annually
• Acquisition channels: Search (SEM/SEO) is primary for most companies
• KPIs: Vary by business model, but go as far down the funnel as possible
• Team Meetings: Most teams meet weekly, while some do daily standups
4Copyright or confidentiality statement.
Summary of findings around startup marketing leaders & their teams:
SURVEY RESULTS
Topics: Experience, education, team size, org charts, budgets, KPIs, acquisition
channels, meetings, challenges, questions, hiring.
Copyright or confidentiality statement.
Years of experience; overall & current role
• Experience in Marketing
– Average is 8
– Ranges from 4 to 15 years
• Months at Current Startup
– Average = 22 months as leader of marketing team
– Min = 5 Months
– Max = 66 months
6Copyright or confidentiality statement.
Educational background
• Undergrad Majors (100%)
– Finance/Econ (30%)
– Advertising/Marketing
(20%)
– Communication (20%)
– Journalism (10%)
– Psychology (10%)
– Business (10%)
• Graduate Degrees (50%)
– None (50%)
– Marketing (30%)
– MBA (20%)
7Copyright or confidentiality statement.
Marketing team size
• Marketing teams average 15% of headcounts
– Range from 6% to 24%
• Teams ranged from 2 to 26 people, with a median team size of 7
8Copyright or confidentiality statement.
Sample of marketing org charts
9Copyright or confidentiality statement.
Marketing Team Org Chart – 2 people
CEO
Marketing
Manager
Director of
Content
• Seed Stage
• eCommerce
• Marketing 13% of headcount
10Copyright or confidentiality statement.
Marketing Team Org Chart – 4 people
Director of
Marketing
Demand
Generation
(SEO / SEM)
Content
PR
• Series B
• Marketplace
• 6% of headcount
11Copyright or confidentiality statement.
Marketing Team Org Chart – 4 people
VP of Marketing
Director of
Communications
Content
Manager
Inbound
Specialist
• Series B
• Enterprise SaaS
• 11% of headcount
12Copyright or confidentiality statement.
Marketing Team Org Chart – 7 People
VP of Marketing
Head of
Communications
Head of Content
Event Marketing
Manager
Performance
Marketing
Manager
Media
Production
Manager
Visual Designer
• Series A
• B2B SaaS
• 24% of headcount
13Copyright or confidentiality statement.
Marketing Team Org Chart – 10 People
CMO
VP of
Marketing
Content
Marketing (3x)
Community
Manager
Designer
Product
Marketing
Growth
Marketing
Regional
Marketing
Lead
• Series A
• Consumer SaaS
• 12% of headcount
14Copyright or confidentiality statement.
Marketing Team Org Chart – 17 People
VP of
Marketing
Digital
Director
SEM
SEO
Content
Paid
Brand
Director
Designer
B2B
Brand
Strategist
PR
Analytics
Manager
Analyst
Partnerships
Lead
Partnerships
(3x)
• Series B
• Marketplace
• 14% of headcount
15Copyright or confidentiality statement.
Marketing Team Org Chart – 22 People
CMO
VP of Demand
Generation
SEO (3x)
Paid (3x)
Lead Gen
Analytics
VP of Marketing
Customer
Marketing
PR
Communication
Events (2x)
Social (2x)
Director of Email
Email Marketing
(3x)
• Series C
• B2B SaaS
• 12% of headcount
16Copyright or confidentiality statement.
Budgets, KPIs and Customer Acquisition
Channels
17Copyright or confidentiality statement.
2016 marketing budget
18Copyright or confidentiality statement.
Marketing KPIs
What KPIs is marketing responsible for?
Lead Volume, MQL's (# & %), CPL, CAC, Product Adoption/Renewals (shared)
Sessions, leads, CPL, CPA
Signups, MQLs
Top of Funnel, Middle of Funnel
Leads & revenue
Primary: Lead volume, velocity, cost and quality. Secondary KPIs influence that primary ones include web traffic &
engagement, web traffic, media mentions, backlinks, social media reach and engagement
Leads generated (Enterprise focus = 100 locations +)
Impressions, CTR, engagement metrics, duration
Customer acquisition
New users, repeat users, LTV/CAC/Payback
19Copyright or confidentiality statement.
What are your top 3 acquisition channels?
20Copyright or confidentiality statement.
24%
20%
8%8%
4%
4%
4%
4%
4%
4%
4%
4%
4%4%
Top Acquisition Channels
SEM
SEO
Word of Mouth
Partnerships
Social
Referral
PR
Outbound Sales
Other
Facebook
Email
Direct Traffic
Content Marketing
Team meeting frequency
• 50% of marketing teams meet 1x per week
• 25% of team do a daily standup
• 25% of teams have a different routine, such as meeting monthly or meeting 1x as a
big marketing team and 1x/week as sub-teams
21Copyright or confidentiality statement.
Biggest challenges
What is your biggest marketing challenge right now?
Generating enough leads to grow the inside sales team
Attaching the entire customer lifecycle rather than just one stage
Convincing our CEO to hire more product marketers
Resource constraints
Segmentation
Moving upstream - the prospect/customer needs, marketing messages and channels and sales process are entirely different
We have to aggressively test and build a new marketing program while continuing to deliver results for our downstream business
Finding the perfect brand positioning statement to build brand messaging that will in turn bring the qualified leads we are working to
obtain
Educating the market why they need us
Consistently hitting CPA goals
How to grow faster
22Copyright or confidentiality statement.
Biggest question for other marketers
What is your biggest question for other marketing leaders?
What do your communications look like for your boss?
How they unlock new growth channels.
Would love to see/hear how others structure their marketing/creative teams and how they work together.
Compensation data- where do you get it? how do i know if im fairly compensated?
What funnel measurements do you track and how to you measure them?
How much time is your team dedicating to finding new channels vs optimizing existing channels?
How do you motivate your team?
At what point did it occur within your company that planning was a core component? Currently, we are moving quickly back and forth between target
audience focus and many things are not structured out in a way that months are outlined and drive results for the one overarching goal.
Do you feel that as a B2B company that it is okay to have a hard focus on enterprise influence (more serious, focused, business minded) as well as a fun side
(more B2C kind of fun, i.e. - creative, out-side-of-the-box) or do you think the fun element takes away from the credible serious tone that is B2B?
When innovating an industry, how have you both educated and sold services?
Most successful acquisition channels and tactics
23Copyright or confidentiality statement.
Hardest role to hire for right now
What is the one role that is hardest to recruit for?
paid user acquisition
Data/Analytics -- analytical chops plus understanding of business goals to provide relevant recommendations, actions.
Designer w/ marketing skills
content marketing manager with horizontal skillset
Growth Ops
Content leadership
Graphic design/video production manager
VP of Sales
Brand strategists.
24Copyright or confidentiality statement.
Questions?
Elan Mosbacher
VP of Marketing @ SpotHero
elan@spothero.com
25Copyright or confidentiality statement.

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Startup Marketing Leader Survey

  • 1. Chicago Startup Marketing Leader Survey Results, 2016 Elan Mosbacher VP of Marketing @ SpotHero Copyright or confidentiality statement.
  • 2. Agenda • Introduction • Executive Summary • Survey Results 2Copyright or confidentiality statement.
  • 3. Introduction • Surveyed 10 of Chicago’s top startup marketing leaders • Aggregated and anonymized results • Summarized results in this deck • Goal is to provide visibility on how different team operate 3Copyright or confidentiality statement.
  • 4. Executive Summary • Experience: BS in Finance/Econ, MBA, ~8 years of work, in role for 2 years • Title: VP of Marketing is most common marketing leader title • Startup Stage: Series A or Series B with $18M in funding • Team Size: Headcount is 15% of company total, with average of 7 • Direct Reports: Average is 3-4 direct reports, only one instance more than 5 • Budget: Most spending <$500K but some spend over $5M annually • Acquisition channels: Search (SEM/SEO) is primary for most companies • KPIs: Vary by business model, but go as far down the funnel as possible • Team Meetings: Most teams meet weekly, while some do daily standups 4Copyright or confidentiality statement. Summary of findings around startup marketing leaders & their teams:
  • 5. SURVEY RESULTS Topics: Experience, education, team size, org charts, budgets, KPIs, acquisition channels, meetings, challenges, questions, hiring. Copyright or confidentiality statement.
  • 6. Years of experience; overall & current role • Experience in Marketing – Average is 8 – Ranges from 4 to 15 years • Months at Current Startup – Average = 22 months as leader of marketing team – Min = 5 Months – Max = 66 months 6Copyright or confidentiality statement.
  • 7. Educational background • Undergrad Majors (100%) – Finance/Econ (30%) – Advertising/Marketing (20%) – Communication (20%) – Journalism (10%) – Psychology (10%) – Business (10%) • Graduate Degrees (50%) – None (50%) – Marketing (30%) – MBA (20%) 7Copyright or confidentiality statement.
  • 8. Marketing team size • Marketing teams average 15% of headcounts – Range from 6% to 24% • Teams ranged from 2 to 26 people, with a median team size of 7 8Copyright or confidentiality statement.
  • 9. Sample of marketing org charts 9Copyright or confidentiality statement.
  • 10. Marketing Team Org Chart – 2 people CEO Marketing Manager Director of Content • Seed Stage • eCommerce • Marketing 13% of headcount 10Copyright or confidentiality statement.
  • 11. Marketing Team Org Chart – 4 people Director of Marketing Demand Generation (SEO / SEM) Content PR • Series B • Marketplace • 6% of headcount 11Copyright or confidentiality statement.
  • 12. Marketing Team Org Chart – 4 people VP of Marketing Director of Communications Content Manager Inbound Specialist • Series B • Enterprise SaaS • 11% of headcount 12Copyright or confidentiality statement.
  • 13. Marketing Team Org Chart – 7 People VP of Marketing Head of Communications Head of Content Event Marketing Manager Performance Marketing Manager Media Production Manager Visual Designer • Series A • B2B SaaS • 24% of headcount 13Copyright or confidentiality statement.
  • 14. Marketing Team Org Chart – 10 People CMO VP of Marketing Content Marketing (3x) Community Manager Designer Product Marketing Growth Marketing Regional Marketing Lead • Series A • Consumer SaaS • 12% of headcount 14Copyright or confidentiality statement.
  • 15. Marketing Team Org Chart – 17 People VP of Marketing Digital Director SEM SEO Content Paid Brand Director Designer B2B Brand Strategist PR Analytics Manager Analyst Partnerships Lead Partnerships (3x) • Series B • Marketplace • 14% of headcount 15Copyright or confidentiality statement.
  • 16. Marketing Team Org Chart – 22 People CMO VP of Demand Generation SEO (3x) Paid (3x) Lead Gen Analytics VP of Marketing Customer Marketing PR Communication Events (2x) Social (2x) Director of Email Email Marketing (3x) • Series C • B2B SaaS • 12% of headcount 16Copyright or confidentiality statement.
  • 17. Budgets, KPIs and Customer Acquisition Channels 17Copyright or confidentiality statement.
  • 18. 2016 marketing budget 18Copyright or confidentiality statement.
  • 19. Marketing KPIs What KPIs is marketing responsible for? Lead Volume, MQL's (# & %), CPL, CAC, Product Adoption/Renewals (shared) Sessions, leads, CPL, CPA Signups, MQLs Top of Funnel, Middle of Funnel Leads & revenue Primary: Lead volume, velocity, cost and quality. Secondary KPIs influence that primary ones include web traffic & engagement, web traffic, media mentions, backlinks, social media reach and engagement Leads generated (Enterprise focus = 100 locations +) Impressions, CTR, engagement metrics, duration Customer acquisition New users, repeat users, LTV/CAC/Payback 19Copyright or confidentiality statement.
  • 20. What are your top 3 acquisition channels? 20Copyright or confidentiality statement. 24% 20% 8%8% 4% 4% 4% 4% 4% 4% 4% 4% 4%4% Top Acquisition Channels SEM SEO Word of Mouth Partnerships Social Referral PR Outbound Sales Other Facebook Email Direct Traffic Content Marketing
  • 21. Team meeting frequency • 50% of marketing teams meet 1x per week • 25% of team do a daily standup • 25% of teams have a different routine, such as meeting monthly or meeting 1x as a big marketing team and 1x/week as sub-teams 21Copyright or confidentiality statement.
  • 22. Biggest challenges What is your biggest marketing challenge right now? Generating enough leads to grow the inside sales team Attaching the entire customer lifecycle rather than just one stage Convincing our CEO to hire more product marketers Resource constraints Segmentation Moving upstream - the prospect/customer needs, marketing messages and channels and sales process are entirely different We have to aggressively test and build a new marketing program while continuing to deliver results for our downstream business Finding the perfect brand positioning statement to build brand messaging that will in turn bring the qualified leads we are working to obtain Educating the market why they need us Consistently hitting CPA goals How to grow faster 22Copyright or confidentiality statement.
  • 23. Biggest question for other marketers What is your biggest question for other marketing leaders? What do your communications look like for your boss? How they unlock new growth channels. Would love to see/hear how others structure their marketing/creative teams and how they work together. Compensation data- where do you get it? how do i know if im fairly compensated? What funnel measurements do you track and how to you measure them? How much time is your team dedicating to finding new channels vs optimizing existing channels? How do you motivate your team? At what point did it occur within your company that planning was a core component? Currently, we are moving quickly back and forth between target audience focus and many things are not structured out in a way that months are outlined and drive results for the one overarching goal. Do you feel that as a B2B company that it is okay to have a hard focus on enterprise influence (more serious, focused, business minded) as well as a fun side (more B2C kind of fun, i.e. - creative, out-side-of-the-box) or do you think the fun element takes away from the credible serious tone that is B2B? When innovating an industry, how have you both educated and sold services? Most successful acquisition channels and tactics 23Copyright or confidentiality statement.
  • 24. Hardest role to hire for right now What is the one role that is hardest to recruit for? paid user acquisition Data/Analytics -- analytical chops plus understanding of business goals to provide relevant recommendations, actions. Designer w/ marketing skills content marketing manager with horizontal skillset Growth Ops Content leadership Graphic design/video production manager VP of Sales Brand strategists. 24Copyright or confidentiality statement.
  • 25. Questions? Elan Mosbacher VP of Marketing @ SpotHero elan@spothero.com 25Copyright or confidentiality statement.