startup · build email list, convert and engage leads, expand reach through content sharing email...

STARTUPE L L I E M I R M A N

T H E H A N D S - O N C M O :

H O W T O B U I L D & L E A D M A R K E T I N G W H E N

Y O U ’ R E A L S O I N T H E T R E N C H E S

#INBOUND19

THE HANDS-ON CMO:HOW TO BUILD & LEAD

MARKETING WHEN YOU’RE

ALSO IN THE TRENCHES

E L L I E M I R M A N

C M O , C R A Y O N

@ E L L I E E I L L E

#INBOUND19

GETTING STARTED

#INBOUND19

H O W T O B U I L D Y O U R

M A R K E T I N G F O U N D A T I O N

ENABLE YOURSELFM A K E Y O U A N D Y O U R T E A M S E L F - S U F F I C I E N T

D A T A

Get access to the data you need –

website, leads, etc. – to make

decisions

#INBOUND19

W E B S I T E

Make it easy to create and publish

marketing campaigns

#INBOUND19

P E R S O N A S

Get to know your customers, market,

products first-hand

#INBOUND19

MAKE YOUR FIRST HIREL O O K F O R T H E S W I S S A R M Y K N I F E O F M A R K E T E R S

H I R E T H E C O N T E N T

G E N E R A L I S T A T H L E T E

✓ Analytical problem solver

✓ Adaptable and curious

✓ Driven by results and growth

✓ Content creator

✓ Culture fit

✓ Leader who takes initiative

#INBOUND19

T E A M G R O W T H P A T H S D I V E R G E F R O M T H E R E

E X A M P L E 1

1. CMO

2. Generalist / Lead Gen Marketer

3. Content Marketer

4. Lead Gen / Ops Marketer

5. Video / Content

6. Data / Content

7. PR Specialist

8. Channel Marketing x2

9. Product Marketing x3

10.Lead Gen Team Growth x2

E X A M P L E 2

1. Generalist / Content Marketer

2. Generalist / Lead Gen Marketer

3. VP Marketing

4. Video / Content

5. Events

6. Product Marketing

7. Product Marketing

8. Design / Lead Gen Conversion

9. Content Marketer

10.Paid Media

BUILD THE MARKETING PLAND E T E R M I N E S H O R T & L O N G T E R M P R I O R I T I E S

12

What sales and marketing results has the company

seen? What successes? What challenges?

FUNNEL

What lessons have been learned from previous

marketing activities?

LESSONS

#INBOUND19

What resources (people, budget, internal, external) are

available?

RESOURCES

START WITH A MARKETING AUDIT

13

Early stage companies in particular need to start with

learning personas’ needs and challenges.

LEARNING PERSONAS

Growth stage companies need to generate leads.

GENERATING LEADS

#INBOUND19

At different stages, brand awareness may be #1.

GETTING BRAND AWARENESS

DETERMINE YOUR PRIORITIES

SHORT TERM

#INBOUND19

H I T T I N G S H O R T T E R M

G O A L S T O F U E L G R O W T H

PLACE YOUR INITIAL BETSE X P E R I M E N T T O D I S C O V E R Y O U R S T A P L E S

16

Publish an educational offer like an ebook or guide to

bring in buyers at the research phase

TOP OF THE FUNNEL

Convert buyers who are ready to have a sales

conversation right away

MIDDLE OF THE FUNNEL

#INBOUND19

Create valuable resources for those buyers engaged

in the sales process

BOTTOM OF THE FUNNEL

START WITH EACH FUNNEL STAGE

17

“Competitive intelligence”

BLOG POST TOPIC A

“Product marketing”

BLOG POST TOPIC B

#INBOUND19

“Sales enablement”

BLOG POST TOPIC C

TRY DIFFERENT CONTENT TOPICS

18

Build email list, convert and engage leads, expand

reach through content sharing

EMAIL MARKETING

Expand reach through advertising, testing one social

media platform to start

SOCIAL MEDIA ADVERTISING

#INBOUND19

Create content to attract potential customers and build

thought leadership with value

SEARCH ENGINE OPTIMIZATION

EXPERIMENT WITH CHANNELS

TEST & SCALEE X P E R I M E N T T O D I S C O V E R Y O U R S T A P L E S

A L W A Y S B E T E S T I N G

After identifying your staples, continue

devoting time & budget to new tests

BUY TIME FOR LONG-TERM PLAYSH O W T O B A L A N C E S H O R T - & L O N G - T E R M P R I O R I T I E S

I N V E S T I N S H O R T &

L O N G - T E R M P L A Y SLeverage paid media programs for

short term wins while organic builds

S H O R T - T E R M

Pay-per-click advertising

Email sponsorships

Event sponsorships

Etc.

L O N G - T E R M

Content marketing

SEO

Social reach building

Etc.

TAKE “2 -FOR-1” DEALSH O W T O M A X I M I Z E Y O U R O U T P U T

M A X I M I Z I N G L I M I T E D

R E S O U R C E S

When every minute counts, focus on

efforts that have dual purposes

#INBOUND19

N U R T U R I N G

Reuse blog content in marketing

nurturing & sales emails to answer

common questions & engage buyers

#INBOUND19

S E O

Create fresh keyword-focused content

to rank in search engines & attract

potential customers

B L O G

C U S T O M E R M A R K E T I N G

Reuse ebooks for customer education,

focusing on key questions that come

up once using your product

#INBOUND19

L E A D G E N E R A T I O N

Publish educational ebooks for

download on your website to attract

and convert inbound leads

E B O O K

C A S E S T U D Y

Reuse customer interviews as an

opportunity to create case studies to

publish on your website

#INBOUND19

P E R S O N A D E V

Talk to customers to build out

personas for internal education about

ideal customers

C U S T O M E R I N T E R V I E W

AS YOU SCALE

#INBOUND19

T I P S F O R S C A L I N G &

B A L A N C I N G P R I O R I T I E S

PRIORITIZE TEAM ENABLEMENTY O U R T E A M I S H O W Y O U S C A L E

PRIORITIZE TEAM ENABLEMENTG R O W & R E T A I N T O P E M P L O Y E E S

• 1-on-1s

• Questions

• Trainings

#INBOUND19

STEP BACKM A K E T I M E T O L O O K A T T H E B I G P I C T U R E

Set aside time just for thinking long-term.

CREATE SPACE TO STEP BACK

Find a physical space that is different from the day-to-

day work space.

GET OUT OF THE OFFICE

#INBOUND19

Include time for planning in your monthly plan.

PLAN FOR PLANNING

GET OUT OF THE OFFICE

CHANNEL YOUR FOCUSF I N D H A C K S T O M A X I M I Z E Y O U R E F F I C I E N C Y

“Meeting Mondays” and similar blocks of time help you

maximize your schedule.

BOOK SIMILAR WORK TOGETHER

Have a particular day or place you like to do an

activity? Schedule around times when you can focus.

SCHEDULE AROUND YOUR MINDSET

#INBOUND19

When and where are you fastest for any particular

activity? ”Hack” the way you work.

FIND YOUR HACKS

LEAN INTO HOW YOU WORK

PROJECT MANAGE YOURSELFE V E N A T E A M O F O N E N E E D S P R O J E C T M A N A G E M E N T

Backlog Committed In Progress Completed

Monthly Planning to

Set Timely Targets

Deadlines to

Stay On Track

Prioritized Backlog to

Focus on What Matters

Categorize & Estimate to

Analyze Time AllocationMonthly

Retrospectives

DELEGATEY O U C A N ’ T – A N D S H O U L D N ’ T – D O E V E R Y T H I N G

STAY FOCUSEDon what the business needs you to do

SUPPORT OTHERSin their career development

CHECKLIST

T H E H A N D S - O N C M O ’ S

#INBOUND19

G E T T I N G S T A R T E D

❑Enable yourself

❑Hire athletes

❑Audit & prioritize

S H O R T T E R M

❑Place initial bets

❑Test & scale

❑Buy time for long-term

❑Maximize your output

A S Y O U S C A L E

❑Prioritize enablement

❑Take time to step back

❑Channel your focus

❑Project manage yourself

❑Delegate to scale

#INBOUND19

THANK YOU

E L L I E M I R M A N

C M O , C R A Y O N

@ E L L I E E I L L E