small teams and budgets - b2b marketing leaders forum apac€¦ · b2b technology marketing leader...

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Small teams and budgets

Eliza Koo, Head of Marketing & CommunicationsWavecell, an 8x8 Company

eliza.koo@wavecell.com

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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?

eliza.koo@wavecell.com

Introduce yourself!

Stretching limited marketing budget and resources

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Thank you!

Wavecell, an 8x8 Company – Global cloud communications platform

hello@wavecell.com

www.wavecell.com

Singapore . Indonesia . Thailand . Hong Kong . Philippines