managing marketing teams by their inputs in a world obsessed with output

@brightedge #share16

MANAGING MARKETING TEAMS BY INPUTS IN A WORLD OBSESSED WITH OUTPUT

Garrett Mehrguth, CEO

@brightedge #share16@brightedge #share16

Expectations Vs. Reality

Business & Career Elevation @gmehrguth


Input Based Thinking Vs. Output Based Thinking What’s the

Difference



◆ One exceptional piece of content a day

◆ 10 HARO pitches◆ 5 excellent Quora

responses◆ Etc.

◆ 5,000 new visitors◆ Picked up on 5 relevant

sites◆ Increase brand

awareness by 25%◆ Etc.

Input Based Thinking vs. Output Based Thinking



Current Inputs In Our Own Marketing Mix

…it’s working



◆ 5 Quora responses a day◆ 10 HARO pitches a day◆ 1 piece of gated content◆ 20 email pitches to guest post on Monday◆ 2-3 guest posts◆ 2 blog posts◆ 2 Paid social campaigns◆ 5 new tests

Current Inputs We’re Testing (and loving!)



The Output You Ask???



A SECRET INPUT…



The Output You Ask???



Input Based Thinking Vs. Output Based Thinking What’s the

Difference



◆ Improve PPC = Build SKAGs + Custom Landing Pages

◆ Improve Organic Rankings = Guest Blogging◆ Grow top of funnel content awareness = Quora

and relevant forums ◆ Improve Conversion Rates = Add video◆ Etc.

What Input Will Get You to Your Goals?



What Input Will Get You to Your Goals?



How will you build your team? Clear Roles

Are Crucial



Build Your Team Based on the Inputs You Need



Setting Up the System Having a

Clear System is Critical



Setting Up Your Input Driven Marketing Team◆ Step 1: Choose Your Software

– Asana– Trello

◆ Step 2: Get Growth Hackers– It’s free – Forces you to ask “Why” and ”What Your Are Testing”– Force yourself to ask… “What’s Next?”



Setting Up Your Input Driven Marketing Team



Setting Up Your Input Driven Marketing Team◆ Step 3: Determine Your Objectives…

– Increase leads to 100 a week– Increase close rate to 30%– Earn 10k YouTube Subscribers– Close 30 accounts



Setting Up Your Input Driven Marketing Team



Setting Up Your Input Driven Marketing Team◆ Step 4: Choose your inputs

– Assign repeating weekly inputs into Asana or Trello



Setting Up Your Input Driven Marketing Team◆ Step 5: TEST…TEST…TEST

– You can always build a better cake



IDEASINPUTS



Ideas Are Really Just Inputs◆ What inputs will we test

this week?– Inputs must be testable– Should have a direct

impact on your roadmap– Failing is not a problem.

Not learning is.



Launch the RightTests Impact

ConfidenceEase



Rapid Testing Based On I.C.E

◆ IMPACT◆ CONFIDENCE◆ EASE◆ = Overall Score



It’s a Sprint NotA Marathon

Yesterday won’t cut ittoday



Managing Your Team on Weekly Sprints ◆ THE RULES

– COME PREPARED– HAVE YOUR DATA AND TABS

OPEN– NO BRAINSTORMING– NOT A LISTEN TO LEADER

SESSION– NO LAUGHTER (jk)



Managing Your Team on Weekly Sprints ◆ The Agenda

– Update Progress on Roadmaps & Focus (15 min)– Review previous inputs and learn (10 min)– Document lessons learned from completed inputs

( 15 min)– Choose new inputs (15 min) – Select inputs for this week and increase velocity if

possible (5 min)



Growth Isn’t Just AcquisitionIt’s…

AcquisitionActivationReferralRetentionRevenue



Permeating Inputs Throughout the Organization◆ Acquisition ◆ Activation◆ Referral ◆ Retention◆ Revenue



Permeating Inputs Throughout the Organization◆ Acquisition Inputs

– Video on form page explaining what you will get if you fill out form

– Paid lists and review sites that rank organically for your keywords already

– Adding a video to homepage– Build out more emails in campaign



Permeating Inputs Throughout the Organization◆ Activation Inputs

– Follow up calls within 5 min of form submission

– 10x less likely to close if contacted after 10 minutes

– Email upon submission that has link to third-part review sites



Permeating Inputs Throughout the Organization◆ Referral Inputs

– $150 gift card for any referral to marketer at an awesome company

– Asking for NPS each month and addressing

– Running social media campaign to landing page asking for referrals

– Use retargeting to send ads to people who have hit your payment page



Permeating Inputs Throughout the Organization◆ Retention Inputs

– Loyalty bonuses for clients been with company for over 1 year

– Tickets to local sports team– Improving quality of product

by bringing in talented PM– Turning on video during

weekly/monthly meetings



Permeating Inputs Throughout the Organization◆ Revenue Inputs

– Calling at least six times– Sending video of

meeting agenda– Improving sales

collateral with new graphics

– Adding video to outbound email cadence



Lessons Learned • 80/20

• Do new things confidently

• Fail Fast




THANK YOU!