Build a Results-Driven B2B Marketing Team

@uberﬂip @LeadGenius#uberwebinar
Lena Shaw
Director of Marketing & Growth
@LenaShaw
Hana Abaza
VP Marketing, Uberflip
@hanaabaza
How to Assemble a Results-Driven
B2B Marketing Team!

#uberwebinar @uberﬂip @LeadGenius
WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)

WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)
Join in on

STICK AROUND
FOR A DEMO

“The new marketer needs to be in charge of everything the
company does. They need to be the first step.”
- Seth Godin

ü  Product

ü  Product
ü  Hiring

ü  Product
ü  Hiring
ü  Reporting

HOW DO YOU BUILD A TEAM THAT DRIVES
GROWTH AND SUPPORTS Operations?

Lena Shaw
Director of Marketing & Growth
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LeadGenius uses teams of digital researchers
and machine learning to supply marketing and
sales teams with custom leads for rapidly
scaling their outbound processes.
Questions to @LenaShaw & @LeadGenius.
We’ll answer them!

“Growth Marketing”
Growth is bigger than just Marketing.
•  Scalability
•  Doing more with less
•  Speed
•  ROI
•  Working with limited resources
•  Planning for more people and
more budget
!
!
Who should lead “growth:” marketing or sales?

Hiring Your B2B Growth Team
(Assembling the DNA of your team)

Hiring the Right People
•  In sports skill sets are pieced together to
create a team.
•  Trades are made for specific skill sets. The
goal isn’t recruiting or trading for 5 Jordans
(nor is it realistic.) The idea is getting the
forward, the guard, the spot shooter that
everyone wants to draft.
•  As soon as one of those skills breaks down,
the play breaks down. It’s the same with
building highly effective growth marketing
teams. !
!
! What’s the most important skill for a 1st marketing hire?

“The Squad”

What’s the difference between a “technical marketer”
and a “marketing engineer?”
Identify Candidates With Technical Marketing
and Cross-Disciplinary Skill Sets
Why does “cross-disciplinary” matter?
The questions you want to ask are:
•  Beyond the desired need, has this candidate demonstrated behaviors
illustrating the capacity to learn and contribute in other technical growth
marketing areas?
•  Is this candidate results driven? Creative? Analytical?
Now, how do you look for this?
!

Take the role “Demand Generation Manager” for example.
This term is very loaded and often misused.
To avoid wasting resources (time) you need to build out a profile for this candidate.
Wish list:
•  Obsessed with process
•  Understanding of sales cycles
•  Bridge the gap between marketing automation & our CRM
Ideal Candidate Skills:
•  Salesforce Certified Administrator
•  Demonstrated experience using Marketing Automation Platforms
•  Engineering experience
!
!
Should DemandGen manage outbound processes?

How did Chris lineup?
•  Certified SFDC admin that created SFDC workflows &
optimized sales operations apps to increase pipeline
by $400k/m
•  Self-educated & launched transition from Marketo to Pardot
1 month ahead of schedule
•  Large optics technician, Assistant Industrial Engineer
•  Awarded Air Force Achievement Medal for troubleshooting
series of massive flight control failures that could have resulted
in three lost sorties resulting in $50k in costs
Yes, I found a marketing ops expert that has built jets in hostile
situations.
!
!
Chris Rodriguez
Demand Generation Manager
@ChrisR_io
!

William Wickey:
•  Growth strategy and new user acquisition for New York
Times Bestselling authors such as Ryan Holiday, Tim
Ferriss, Robert Greene, Alex Epstein and Neil Pasricha.
•  Hosted a two-hour mixed-format radio show for two years.
!
!
Mary Nielsen:
•  Undergrad Creative Writing English Instructor while
attending grad school for Creative Writing.
•  Division 1 Student Athlete at Duke
•  Deans list & All ACC Academic - 2011, 2012, 2013
!
!
Beyond the resume …
Content Marketing Manager
@wwickey
Marketing Communications !
Specialist!
!

When to rely on freelance teams and contractors
to accelerate growth
When accelerating growth you must to juggle immediate results with long term gains.
Freelancers enable you to:
•  Cover more material than your team has time for
•  Scale new channels quickly
•  Build processes
•  Test strategy without heavy investment
Paid channels such as AdWords are a good example of an area where freelancers
can make an immediate impact.
!
!
!
Where have you effectively used contractors?
Where has is been a disaster?

Building Your Marketing Stack
(Tools as a force multiplier)

1 Million Marketing Tools. 1 Million Ways to Configure Your Stack.
Have a picture/diagram of your stack? We want to see it.

Let’s Simplify: Three Technologies That Need To Talk
OutboundInbound
CRM
Data Quality Is More Important Than Anything Else
How many outbound emails do you send each month?

Planning and Strategy
(Doing More With Less)

The 2 Things You Must
Get Right Before
Anything Else
You need to build trust to maintain
momentum. Building trust begins
with driving and converting your
ideal customer.
Then you optimize and focus on
doing this at scale while
decreasing your cost per lead.
Targeting & Tracking
How many buyer personas do you have?

Define pain points by role, size of company and industry.

Buyer Personas
What’s the most important data point
for your buyer personas?

Tracking Means Nothing If It’s Not Tied To Spend.
1.  Metrics your internal team will
use to assess performance:
•  Funnel metrics - conversions at each stage of
the funnel
•  First touch attribution - What drove
conversions
•  Sales Velocity - Are you seeing a decrease in
the amount of days between stage changes.
•  Unqualified lead rate
•  CPL by Channel
2. Metrics used to illustrate
ROI to leadership and the
board:
•  # of MQL’s
•  Conversions from MQL to
Opportunity
•  CPL
•  CAC (marketing only)
What metrics are on your marketing dashboard?
+

Primary Performance Metric: Lead Velocity Rate (LVR)
LVR Supports predictible and scalable growth.
Consistent MQL qualification and momentum.
Lead database will grow month to month.
+
Strong consistent sales team
=
Consistent, predictible, and scalable revenue growth.
What are your ‘must-have’ performance metrics?

Sample Metric Goals
Illustrating ROI

Your Strategy in Action

Conclusion
(Takeaways)

ü  Identify Candidates With Technical Marketing
and Cross-Disciplinary Skill Sets
ü  Build Repeatable Processes
ü  Lead Velocity is Your Key Metric
ü  Create 2 Buckets of Metrics
Also,
ü  Mange up by identifying and assessing your
CEO’s concerns– at all times.
ü  Bridge the gap. Growth is not just about sales and
marketing. It’s also customer success and product.
It’s every stage of the customer journey. It’s
understanding and capitalizing on every
engagement and every experience.
!

QUESTION TIME!
Lena Shaw
Director of Marketing
& Growth, LeadGenius
@LenaShaw
Hana Abaza
VP Marketing, Uberflip
@hanaabaza
hub.uberﬂip.com

Build a Results-Driven B2B Marketing Team

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