BUILDING AN INBOUND MARKETING MACHINE. Ellie Mirman

What’s the secret formula?

There is no secret formula.

There is a secret effective methodology.

Do’s & Don’ts of an Effective Modern Marketing Machine 10

#1 Do align marketing with bottom line metrics.

#2 Do look at marketing numbers daily.

#3 Don’t do everything.

Persona Development Positioning Research Competitive Research

User Experience Mobile/Social Apps

Blogging Social Media

Content Offers Public Relations

Analyst Relations Automated Nurturing

Product Marketing Sales Collateral

Tradeshow Sponsorships

Paid/Sponsored Media Direct Mail Advertising

Comarketing Landing Page & CTA Creation

Landing Page & CTA A/B Testing Search Engine Optimization

Email Marketing Branding

Graphic Design Website Content Management

Website Redesign Social Nurturing

Closed Loop Reporting

Persona Development Positioning Research Competitive Research

User Experience Mobile/Social Apps

Blogging Social Media

Content Offers Public Relations

Analyst Relations Automated Nurturing

Product Marketing Sales Collateral

Tradeshow Sponsorships

Paid/Sponsored Media Direct Mail Advertising

Comarketing Landing Page & CTA Creation

Landing Page & CTA A/B Testing Search Engine Optimization

Email Marketing Branding

Graphic Design Website Content Management

Website Redesign Social Nurturing

Closed Loop Reporting

Marketing Team Size Roles/Functions

Year 1 0

Year 2 2 • CMO • Generalist / Lead Gen Marketer

Year 3 4 • Content Marketer • Lead Gen / Ops Marketer

Year 4 7 • 2 Content Marketers (Video & Data) • PR (moved in-house)

Year 5 14 • Channel Marketing • Product Evangelism • Organized Lead Gen by TOFU & MOFU

Year 6 20 • Paid Media • Branding

Year 7 36 • Expanded Product Marketing & Branding • Expanded to Multiple Markets

Year 8 60 • Expanded Internationally • Expanded to New Products/Divisions

Focus: not just for tactics, but also segments.

#4 Do cut things that aren’t working.

#5 Don’t micromanage. Scale good judgment.

Scaling Goals

MISSION: Transform how organizations attract, engage, and delight customers.

STRATEGY: Become the trusted inbound platform for the mid-market.

PLAYBOOKS: OBSTACLES: TARGETS:

Key initiative - details Key initiative - details Key initiative - details

Obstacle Obstacle Obstacle Obstacle Obstacle

Metric Metric Metric

#6 Don’t do long waterfall projects. Use short iterative cycles.

Agile development approach allows you to move fast, learn and iterate, and focus on the most important things.

Agile Marketing is…

Fast Focused

Prioritized Predictable

1. WHAT

2. WHY

3. HOW

Experiment in Marketing

#7 Do embrace failure.

If you’re not failing, you’re not trying anything big enough. “

For Every 10 Failures, There’s 1 Big Success.

#8 Do measure everything.

#9 Do hire for intelligence, adaptability, GSD over skills.

#10 Do be an extension of the marketing team.

Things to remember 3

Use Data • Align marketing with bottom line metrics • Look at marketing numbers daily • Measure everything

Focus • Don’t do everything • Cut things • Don’t micromanage – scale good judgment

Create Learning Opportunities • Use iterative cycles • Embrace failure • Hire for intelligence, adaptability, GSD

Plus, Be An Extension of the Marketing Team

HOW TO BUILD AN EFFECTIVE MODERN MARKETING MACHINE

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THANK YOU. ellie mirman

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linkedin.com/in/elliemirman