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

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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

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GETTING STARTED

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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

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W E B S I T E

Make it easy to create and publish

marketing campaigns

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P E R S O N A S

Get to know your customers, market,

products first-hand

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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

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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

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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

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At different stages, brand awareness may be #1.

GETTING BRAND AWARENESS

DETERMINE YOUR PRIORITIES

SHORT TERM

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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

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Create valuable resources for those buyers engaged

in the sales process

BOTTOM OF THE FUNNEL

START WITH EACH FUNNEL STAGE

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“Competitive intelligence”

BLOG POST TOPIC A

“Product marketing”

BLOG POST TOPIC B

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“Sales enablement”

BLOG POST TOPIC C

TRY DIFFERENT CONTENT TOPICS

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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

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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

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N U R T U R I N G

Reuse blog content in marketing

nurturing & sales emails to answer

common questions & engage buyers

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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

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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

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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

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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

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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

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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

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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

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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

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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