How to Assemble a Results-Driven B2B Marketing Team
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Even if you've hired the most coveted talent for your marketing team, it doesn't always translate into success. This is especially true for B2B marketing teams, where each function of the team plays a very specific role in moving your potential buyer down the funnel. However, for quickly growing B2B organizations, finding the right people for your marketing team is only the beginning — you also have to focus on providing your team with the tools and tactics that they need to succeed. Assembling a results-driven B2B marketing team that can help your organization meet its growth goals is no easy task. In this presentation, Uberflip's Hana Abaza and LeadGenius' Lena Shaw explain how they manage the growth of their respective teams.
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How to Assemble a Results-Driven B2B Marketing Team
- 1. @uberflip @LeadGenius#uberwebinar Lena Shaw Director of Marketing & Growth @LenaShaw Hana Abaza VP Marketing, Uberflip @hanaabaza How to Assemble a Results-Driven B2B Marketing Team!
- 2. #uberwebinar @uberflip @LeadGenius WE WILL SEND THE RECORDING. Questions? We’ve got answers! (At the end of the webinar J)
- 3. #uberwebinar @uberflip @LeadGenius WE WILL SEND THE RECORDING. Questions? We’ve got answers! (At the end of the webinar J) Join in on
- 5. #uberwebinar @uberflip @LeadGenius “The new marketer needs to be in charge of everything the company does. They need to be the first step.” - Seth Godin
- 8. #uberwebinar @uberflip @LeadGenius ü Product
- 9. #uberwebinar @uberflip @LeadGenius ü Product ü Hiring
- 10. #uberwebinar @uberflip @LeadGenius ü Product ü Hiring ü Reporting
- 11. #uberwebinar @uberflip @LeadGenius HOW DO YOU BUILD A TEAM THAT DRIVES GROWTH AND SUPPORTS Operations?
- 12. #uberwebinar @uberflip @LeadGenius Lena Shaw Director of Marketing & Growth ! ! ! ! ! ! ! LeadGenius uses teams of digital researchers and machine learning to supply marketing and sales teams with custom leads for rapidly scaling their outbound processes. Questions to @LenaShaw & @LeadGenius. We’ll answer them!
- 13. #uberwebinar @uberflip @LeadGenius “Growth Marketing” Growth is bigger than just Marketing. • Scalability • Doing more with less • Speed • ROI • Working with limited resources • Planning for more people and more budget ! ! Who should lead “growth:” marketing or sales?
- 14. #uberwebinar @uberflip @LeadGenius Hiring Your B2B Growth Team (Assembling the DNA of your team)
- 15. #uberwebinar @uberflip @LeadGenius Hiring the Right People • In sports skill sets are pieced together to create a team. • Trades are made for specific skill sets. The goal isn’t recruiting or trading for 5 Jordans (nor is it realistic.) The idea is getting the forward, the guard, the spot shooter that everyone wants to draft. • As soon as one of those skills breaks down, the play breaks down. It’s the same with building highly effective growth marketing teams. ! ! ! What’s the most important skill for a 1st marketing hire?
- 16. #uberwebinar @uberflip @LeadGenius “The Squad”
- 17. #uberwebinar @uberflip @LeadGenius What’s the difference between a “technical marketer” and a “marketing engineer?” Identify Candidates With Technical Marketing and Cross-Disciplinary Skill Sets Why does “cross-disciplinary” matter? The questions you want to ask are: • Beyond the desired need, has this candidate demonstrated behaviors illustrating the capacity to learn and contribute in other technical growth marketing areas? • Is this candidate results driven? Creative? Analytical? Now, how do you look for this? !
- 18. #uberwebinar @uberflip @LeadGenius Take the role “Demand Generation Manager” for example. This term is very loaded and often misused. To avoid wasting resources (time) you need to build out a profile for this candidate. Wish list: • Obsessed with process • Understanding of sales cycles • Bridge the gap between marketing automation & our CRM Ideal Candidate Skills: • Salesforce Certified Administrator • Demonstrated experience using Marketing Automation Platforms • Engineering experience ! ! Should DemandGen manage outbound processes?
- 19. #uberwebinar @uberflip @LeadGenius How did Chris lineup? • Certified SFDC admin that created SFDC workflows & optimized sales operations apps to increase pipeline by $400k/m • Self-educated & launched transition from Marketo to Pardot 1 month ahead of schedule • Large optics technician, Assistant Industrial Engineer • Awarded Air Force Achievement Medal for troubleshooting series of massive flight control failures that could have resulted in three lost sorties resulting in $50k in costs Yes, I found a marketing ops expert that has built jets in hostile situations. ! ! Chris Rodriguez Demand Generation Manager @ChrisR_io !
- 20. #uberwebinar @uberflip @LeadGenius William Wickey: • Growth strategy and new user acquisition for New York Times Bestselling authors such as Ryan Holiday, Tim Ferriss, Robert Greene, Alex Epstein and Neil Pasricha. • Hosted a two-hour mixed-format radio show for two years. ! ! Mary Nielsen: • Undergrad Creative Writing English Instructor while attending grad school for Creative Writing. • Division 1 Student Athlete at Duke • Deans list & All ACC Academic - 2011, 2012, 2013 ! ! Beyond the resume … Content Marketing Manager @wwickey Marketing Communications ! Specialist! !
- 21. #uberwebinar @uberflip @LeadGenius When to rely on freelance teams and contractors to accelerate growth When accelerating growth you must to juggle immediate results with long term gains. Freelancers enable you to: • Cover more material than your team has time for • Scale new channels quickly • Build processes • Test strategy without heavy investment Paid channels such as AdWords are a good example of an area where freelancers can make an immediate impact. ! ! ! Where have you effectively used contractors? Where has is been a disaster?
- 22. #uberwebinar @uberflip @LeadGenius Building Your Marketing Stack (Tools as a force multiplier)
- 23. #uberwebinar @uberflip @LeadGenius 1 Million Marketing Tools. 1 Million Ways to Configure Your Stack. Have a picture/diagram of your stack? We want to see it.
- 24. #uberwebinar @uberflip @LeadGenius Let’s Simplify: Three Technologies That Need To Talk OutboundInbound CRM Data Quality Is More Important Than Anything Else How many outbound emails do you send each month?
- 25. @uberflip @LeadGenius#uberwebinar Planning and Strategy (Doing More With Less)
- 26. #uberwebinar @uberflip @LeadGenius The 2 Things You Must Get Right Before Anything Else You need to build trust to maintain momentum. Building trust begins with driving and converting your ideal customer. Then you optimize and focus on doing this at scale while decreasing your cost per lead. Targeting & Tracking How many buyer personas do you have?
- 27. #uberwebinar @uberflip @LeadGenius Define pain points by role, size of company and industry.
- 28. #uberwebinar @uberflip @LeadGenius Buyer Personas What’s the most important data point for your buyer personas?
- 29. #uberwebinar @uberflip @LeadGenius Tracking Means Nothing If It’s Not Tied To Spend. 1. Metrics your internal team will use to assess performance: • Funnel metrics - conversions at each stage of the funnel • First touch attribution - What drove conversions • Sales Velocity - Are you seeing a decrease in the amount of days between stage changes. • Unqualified lead rate • CPL by Channel 2. Metrics used to illustrate ROI to leadership and the board: • # of MQL’s • Conversions from MQL to Opportunity • CPL • CAC (marketing only) What metrics are on your marketing dashboard? +
- 30. #uberwebinar @uberflip @LeadGenius Primary Performance Metric: Lead Velocity Rate (LVR) LVR Supports predictible and scalable growth. Consistent MQL qualification and momentum. Lead database will grow month to month. + Strong consistent sales team = Consistent, predictible, and scalable revenue growth. What are your ‘must-have’ performance metrics?
- 31. #uberwebinar @uberflip @LeadGenius Sample Metric Goals Illustrating ROI
- 32. #uberwebinar @uberflip @LeadGenius Your Strategy in Action
- 35. #uberwebinar @uberflip @LeadGenius ü Identify Candidates With Technical Marketing and Cross-Disciplinary Skill Sets ü Build Repeatable Processes ü Lead Velocity is Your Key Metric ü Create 2 Buckets of Metrics Also, ü Mange up by identifying and assessing your CEO’s concerns– at all times. ü Bridge the gap. Growth is not just about sales and marketing. It’s also customer success and product. It’s every stage of the customer journey. It’s understanding and capitalizing on every engagement and every experience. !
- 36. #uberwebinar @uberflip @LeadGenius QUESTION TIME! Lena Shaw Director of Marketing & Growth, LeadGenius @LenaShaw Hana Abaza VP Marketing, Uberflip @hanaabaza hub.uberflip.com