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Small teams and budgets
Eliza Koo, Head of Marketing & CommunicationsWavecell, an 8x8 Company
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“With over 9 years of tech-marketing experiences, I’ve learnt to be an effective problem-solver and creative thinker; though it may not be 100% perfect yet but I always like to improve myself as I grow and live this wonderful thing called life!”
ELIZA KOO
HEAD OF MARKETING & COMMUNICATIONS
/in/elizakoo
B2B Technology Marketing Leader . Content Strategy . Digital Marketing . Partnerships . Communications & PR . Events
elizakoo_
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We help businesses transform their customer communications experience by leveraging on our SMS, Chat Apps, Video
Interaction and Voice solutions
SMS Voice
Who is Wavecell?
Chat Apps Video Interaction
Packaged in a single cloud-based multi-channel platform
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I’ll be sharing
• Limited budget and resources
• When things don’t work
• All about your team
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Why do you think the company has limited budget for your marketing department?
What’s your current marketing ecosystem?
How to still make things work with limited budget and resources?
Limited budget and resources pushes you to be more creative
Ask these questions
Stretching limited marketing budget and resources
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Go back to basics – your goal
Goal: Branding or generate leads/sales?
1) Starting outBranding should be your focused goal
2) GrowingBranding + Leads
generation
How “well-known” your company is?
No branding/awareness = not credible = no sales
Stretching limited marketing budget and resources
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What worked for us
BRANDING + LEAD GENERATION(2016 to 2018)
Stretching limited marketing budget and resources
28% 30%
57%
68%
0%
10%
20%
30%
40%
50%
60%
70%
80%
SQL (digital) Pipeline (events) Referrals (Quora) Content marketing
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Leads generated (Google AdWords) 2017 to 2019
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50%
71%
68.8%
Importance of B2B storytelling
Credits to a research by Google + Motista and CEBhttps://www.b2bmarketing.net/en-gb/resources/blog/7-b2b-brands-using-emotional-engagement-enhance-cx
Stretching limited marketing budget and resources
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Quick-fix to build your story - FAST
Articles
Research (pain points, SEO
keywords) -> Content brief ->
Writers -> Images/infographics
-> UTM trackers -> Publish ->
Promote
Self-paced demo for prospects Mass emails to selected active
users. Small case studies are
better than none.
Interactive demo Case studies
Stretching limited marketing budget and resources
Bonus materials• Content brief template• Case study template
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Our MarTech Stack
Stretching limited marketing budget and resources
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Were your goals clearly defined?
Did your messaging resonate with your target audience?
Was your customer journey and strategy properly planned?
Operate on a ‘Good Enough’ principle. Perfection cannot be the goal of a small marketing team.
When things don’t work
Quote credited to Flight Media
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What didn’t work for me (back then)
When things don’t work
MARKETING
SALES
CUSTOMER GROWTH SPECIALIST
Awareness (paid ads, SEO, social media, content marketing, events, organic, etc.)
Attract (sign up, contact details via forms, etc.)
Engage leads (e.g. drip campaigns, workflows)
Prospects and re-engagement efforts
Lead qualification (marketing qualified)
Sales qualification (sales qualified)
Opportunity (testing, reviewing)
Customer
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What to do?
When things don’t work
Unrelatable content
Do more research, incorporate interactive items in your content (e.g. demo, videos, infographics, checklist, etc.), personalize content by verticals
Gaps in planning
Strategy, tactics, tasks must be clearly listed down
Gaps in customer journey
Be the customer for once and go through your own customer journey, optimize your leads conversion forms, automate follow-up emails, offer content/materials
Avoiding SEO fixes
Freelance SEO experts or small agencies (remote)
Insufficient market insights
Hire interns to research and analyze data
Missing pre-launch brief
Align with product and sales team on what campaigns are running or will be running (e.g. workflow, content, CTA, leads qualification process, etc.)
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Image credits to: FunSubstance
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Important
Start with a generalist
Split workgroups Invest in digital marketing
Constantly align Weekly 1-on-1
Thriving with a small marketing team
All about your team
Bonus material• Weekly 1-on-1 performance
checklist template
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What to do?
When things don’t work
It starts with you
Give clear, proper instructions and attainable deadlines, let them know you are there to support them, respect them, be impartial
Team goals
Important for team members to have shared values, right attitude and similar pace of urgency
Simple get-together
Weekly team lunch, random table snacks, celebrate small milestones, keep spirit up
Firm up your meetings
Be clear with the agenda and the outcome of each meeting. 22% do not have the change to voice their opinions during meeting
Hire based on attitude
Important for team members to have shared values, right attitude and similar pace of urgency
Never practice 10-year series
“Forget about your industry best practices, you need to innovate”
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Which industry is your company?
What is your biggest challenge you are facing right now?
What’s your marketing team size?
Introduce yourself!
Stretching limited marketing budget and resources
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Thank you!
Wavecell, an 8x8 Company – Global cloud communications platform
www.wavecell.com
Singapore . Indonesia . Thailand . Hong Kong . Philippines
