Susannah Morris - How to Run Marketing as a Team of One

#INBOUND16@SWMORRIS2

HOW TO RUN MARKETING AS A TEAM OF ONE(And Still Crush Your Goals)

Susannah Morris


SLIDES & RESOURCES:SWMORRIS.COM/INBOUND16



FIRST, TAKE A DEEP BREATHYou’ve got this!


SUSANNAH MORRIS@SWMORRIS2

Previously:

• Ecommerce Marketing

Manager

• Industries Marketing Manager


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


SALES ENABLEMENT


Case Studies

Reporting

Speaking Gigs

Lead Views




BRAND BUILDING

Conversion Paths



Campaign Analysis

Guest Blogging

Group Demos


Website Creation

Speaker Placement



Webinars

Paid StrategyALL THE THINGS 4X

Ecommerce Sales Education Sales Nonprofit SalesMedia Sales


SALES ENABLEMENT


Case Studies

Reporting

Speaking Gigs

Lead Views




BRAND BUILDING

Conversion Paths



Campaign Analysis

Guest Blogging

Group Demos


Website Creation

Speaker Placement



Webinars

Paid Strategy

Ecommerce Sales

ALL THE THINGS 1X



TAKE A STEP BACK



Do An Audit1.


QUESTIONS:• What currently drives demand

for sales?

• How much money does it

cost?


FROM A HIGH LEVEL…


…INTO THE WEEDS


Develop Your Personas2.


Develop Your Personas2.


STUDY UP:• Who is your target audience?

• What is their story?


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.


YOU CAN PERSONALIZE YOUR:

• Landing pages

• Website content

• Calls-to-action

• Email content

• Subject lines


LANDING PAGE & SITE CONTENT


CALLS-TO-ACTIONVisitor → Subscriber

Subscriber → Lead

Customer Education


SUBJECT LINES



PLAN YOUR WORK…


Set Clear (and Realistic) Goals3.


SUCCESS AS A MARKETING TEAM ISN’T MEASURED ON YOUR BEST INTENTIONS.


Set Clear (and Realistic) Goals3.


BE REALISTIC• What can you accomplish as

one person?

• What resources are available?



You

You With 10% More Resources


TIP:DEVELOP STRETCH GOALS.Make the case for what you could achieve with more resources.



Set Your Strategy4.


BREAK IT DOWN:• How are you going to hit those

goals?

• Down to the email send, social

post, etc.


TIP: USE YOUR BENCHMARKS.


TIP: DON’T FORGET YOUR LONG-TERM GOALS.


PLANT THE SEEDS TO GROW AND OPTIMIZE YOUR

FUNNEL IN THE LONG-TERM.



Get Buy In5.


Get Buy In5.


TIP:LAY YOUR FOUNDATION EARLY.


PEOPLE ARE HAPPIEST WHEN THE DIFFERENCE BETWEEN EXPECTATION

AND REALITY IS THE SMALLEST.


AVOID SURPRISES• Over communicate

• Identify key decision makers

• Get everyone on board


WORK YOUR PLAN



Reduce, Reuse, Recycle6.


47%of buyers viewed 3-5 pieces of content before engaging with a

sales rep.Demand Gen Report, 2016



THINK BIG PICTURE• Blog posts → ebook chapters

• Webinar → long-form site page

• Twitter posts → slideshare...



PSA:Product Launch with VP of Product

Christopher O’DonnellToday at 4:15




Phone a Friend7.


ASK FOR HELP:• Brainstorming topics

• Writing blog posts

• Sharing on social media…




TIP: HELP OTHERS BUILD THEIR PERSONAL BRAND.





B2B marketers say the

of marketing automation is the ability to generate more and better

leads.

#1 benefitPepper Global, 2014



LEAN IN TO AUTOMATION• Notifications

• Scheduling

• Reminders

• Follow ups





Analyze Everything8.


24% of marketers don’t know whether their efforts resulted in closed-won deals.

BrightTALK, 2015



ALWAYS BE MEASURING• Track your goals

• Optimize early and often

• Share your results




SMARTER, NOT HARDER



Know Your Limits9.


LEARN TO SAY NO• Easier said than done!

• Think long-term


NO HELPS YOU STRIKE A BALANCE BETWEEN

SHORT AND LONG-TERM GOALS


TIP:MAP IT BACK TO YOUR GOALS.


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)


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



Create a Backlog10.


EVERYTHING YOU *WISH* YOU COULD DO• Make a list

• Add priority and difficulty

• Include all suggestions



TIP:MAKE YOUR BACKLOG PUBLIC.



RECAP


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:



THANK YOU.

SLIDES & RESOURCES:SWMORRIS.COM/INBOUND16

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Susannah Morris - How to Run Marketing as a Team of One