Susannah Morris - How to Run Marketing as a Team of One
Transcript of Susannah Morris - How to Run Marketing as a Team of One
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HOW TO RUN MARKETING AS A TEAM OF ONE(And Still Crush Your Goals)
Susannah Morris
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SLIDES & RESOURCES:SWMORRIS.COM/INBOUND16
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FIRST, TAKE A DEEP BREATHYou’ve got this!
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SUSANNAH MORRIS@SWMORRIS2
Previously:
• Ecommerce Marketing
Manager
• Industries Marketing Manager
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SALES ENABLEMENT
LEAD GENERATIONCo-Marketing Partnerships
Case Studies
Reporting
Speaking Gigs
Lead Views
Social Media Marketing
Content StrategyEmail Marketing
Marketing AutomationConversion Rate Optimization
BRAND BUILDING
Conversion Paths
Event MarketingBloggingThought Leadership
Campaign ManagementKeyword Strategy
Campaign Analysis
Guest Blogging
Group Demos
Content CreationCompetitive Research
Website Creation
Speaker Placement
Lead NurturingCustomer References
Search Engine Optimization
Webinars
Paid Strategy
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SALES ENABLEMENT
LEAD GENERATIONCo-Marketing Partnerships
Case Studies
Reporting
Speaking Gigs
Lead Views
Social Media Marketing
Content StrategyEmail Marketing
Marketing AutomationConversion Rate Optimization
BRAND BUILDING
Conversion Paths
Event MarketingBloggingThought Leadership
Campaign ManagementKeyword Strategy
Campaign Analysis
Guest Blogging
Group Demos
Content CreationCompetitive Research
Website Creation
Speaker Placement
Lead NurturingCustomer References
Search Engine Optimization
Webinars
Paid StrategyALL THE THINGS 4X
Ecommerce Sales Education Sales Nonprofit SalesMedia Sales
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SALES ENABLEMENT
LEAD GENERATIONCo-Marketing Partnerships
Case Studies
Reporting
Speaking Gigs
Lead Views
Social Media Marketing
Content StrategyEmail Marketing
Marketing AutomationConversion Rate Optimization
BRAND BUILDING
Conversion Paths
Event MarketingBloggingThought Leadership
Campaign ManagementKeyword Strategy
Campaign Analysis
Guest Blogging
Group Demos
Content CreationCompetitive Research
Website Creation
Speaker Placement
Lead NurturingCustomer References
Search Engine Optimization
Webinars
Paid Strategy
Ecommerce Sales
ALL THE THINGS 1X
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TAKE A STEP BACK
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Do An Audit1.
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QUESTIONS:• What currently drives demand
for sales?
• How much money does it
cost?
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FROM A HIGH LEVEL…
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…INTO THE WEEDS
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Develop Your Personas2.
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Develop Your Personas2.
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STUDY UP:• Who is your target audience?
• What is their story?
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The open rate for emails with a personalized message was
Statista, 2014
Via HubSpot’s Marketing Statistics
17.6%Compared to 11.4% without
personalization.
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YOU CAN PERSONALIZE YOUR:
• Landing pages
• Website content
• Calls-to-action
• Email content
• Subject lines
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LANDING PAGE & SITE CONTENT
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CALLS-TO-ACTIONVisitor → Subscriber
Subscriber → Lead
Customer Education
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SUBJECT LINES
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PLAN YOUR WORK…
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Set Clear (and Realistic) Goals3.
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SUCCESS AS A MARKETING TEAM ISN’T MEASURED ON YOUR BEST INTENTIONS.
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Set Clear (and Realistic) Goals3.
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BE REALISTIC• What can you accomplish as
one person?
• What resources are available?
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You
You With 10% More Resources
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TIP:DEVELOP STRETCH GOALS.Make the case for what you could achieve with more resources.
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Set Your Strategy4.
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BREAK IT DOWN:• How are you going to hit those
goals?
• Down to the email send, social
post, etc.
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TIP: USE YOUR BENCHMARKS.
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TIP: DON’T FORGET YOUR LONG-TERM GOALS.
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PLANT THE SEEDS TO GROW AND OPTIMIZE YOUR
FUNNEL IN THE LONG-TERM.
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Get Buy In5.
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Get Buy In5.
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TIP:LAY YOUR FOUNDATION EARLY.
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PEOPLE ARE HAPPIEST WHEN THE DIFFERENCE BETWEEN EXPECTATION
AND REALITY IS THE SMALLEST.
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AVOID SURPRISES• Over communicate
• Identify key decision makers
• Get everyone on board
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WORK YOUR PLAN
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Reduce, Reuse, Recycle6.
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47%of buyers viewed 3-5 pieces of content before engaging with a
sales rep.Demand Gen Report, 2016
Via HubSpot’s Marketing Statistics
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THINK BIG PICTURE• Blog posts → ebook chapters
• Webinar → long-form site page
• Twitter posts → slideshare...
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PSA:Product Launch with VP of Product
Christopher O’DonnellToday at 4:15
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Phone a Friend7.
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ASK FOR HELP:• Brainstorming topics
• Writing blog posts
• Sharing on social media…
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TIP: HELP OTHERS BUILD THEIR PERSONAL BRAND.
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B2B marketers say the
of marketing automation is the ability to generate more and better
leads.
#1 benefitPepper Global, 2014
Via HubSpot’s Marketing Statistics
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LEAN IN TO AUTOMATION• Notifications
• Scheduling
• Reminders
• Follow ups
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Analyze Everything8.
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24% of marketers don’t know whether their efforts resulted in closed-won deals.
BrightTALK, 2015
Via HubSpot’s Marketing Statistics
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ALWAYS BE MEASURING• Track your goals
• Optimize early and often
• Share your results
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SMARTER, NOT HARDER
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Know Your Limits9.
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LEARN TO SAY NO• Easier said than done!
• Think long-term
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NO HELPS YOU STRIKE A BALANCE BETWEEN
SHORT AND LONG-TERM GOALS
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TIP:MAP IT BACK TO YOUR GOALS.
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FOR EXAMPLE…Q1 GOAL: 450 LEADS• 2X OFFERS FOR LEAD GEN• 24X BLOG POSTS (~2X A WEEK)• SET UP LEAD NURTURING FLOW
(1X OFFER, 2X BLOG POSTS)
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FOR THE LEAD NURTURING FLOW4X BLOG POSTS IN JAN= 1X OFFER IN FEB+ 2X BLOG POSTS IN FEB
READY TO SET UP YOUR FLOW IN MARCH
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#INBOUND16@SWMORRIS2
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Create a Backlog10.
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#INBOUND16@SWMORRIS2
EVERYTHING YOU *WISH* YOU COULD DO• Make a list
• Add priority and difficulty
• Include all suggestions
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#INBOUND16@SWMORRIS2
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#INBOUND16@SWMORRIS2
TIP:MAKE YOUR BACKLOG PUBLIC.
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#INBOUND16@SWMORRIS2
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#INBOUND16@SWMORRIS2
RECAP
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#INBOUND16@SWMORRIS2
1. Do an Audit
2. Develop Your Personas
3. Set Clear (and Realistic) Goals
4. Set Your Strategy
5. Get Buy In
6. Reduce, Reuse, Recycle
7. Phone a Friend
8. Analyze Everything
9. Know Your Limits
10. Create a Backlog
10 STEPS:
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#INBOUND16@SWMORRIS2
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#INBOUND16@SWMORRIS2
THANK YOU.
SLIDES & RESOURCES:SWMORRIS.COM/INBOUND16