If you’re working on a small team with limited resources, you know you need to work smarter, not harder. But there are a lot of moving parts across the marketing funnel, from lead generation to sales enablement and brand building. This session will cover tips, tricks, and best practices for running a small team with big goals. Plus, you’ll walk away with actionable ideas for developing your own plan for when you get back to your desk.

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HOW TO RUN
MARKETING AS A TEAM
OF ONE
(And Still Crush Your Goals)
Susannah Morris

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SLIDES & RESOURCES:
SWMORRIS.COM/INBOUND16

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FIRST, TAKE A DEEP
BREATH
You’ve got this!

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SUSANNAH
MORRIS
@SWMORRIS2
Previously:
• Ecommerce Marketing
Manager
• Industries Marketing Manager

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SALES ENABLEMENT
LEAD GENERATION
Co-Marketing Partnerships
Case Studies
Reporting
Speaking Gigs
Lead Views
Social Media Marketing
Content Strategy
Email Marketing
Marketing Automation
Conversion Rate Optimization
BRAND BUILDING
Conversion Paths
Event Marketing
BloggingThought Leadership
Campaign Management
Keyword Strategy
Campaign Analysis
Guest Blogging
Group Demos
Content Creation
Competitive Research
Website Creation
Speaker Placement
Lead Nurturing
Customer References
Search Engine Optimization
Webinars
Paid Strategy

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SALES ENABLEMENT
LEAD GENERATION
Co-Marketing Partnerships
Case Studies
Reporting
Speaking Gigs
Lead Views
Social Media Marketing
Content Strategy
Email Marketing
Marketing Automation
Conversion Rate Optimization
BRAND BUILDING
Conversion Paths
Event Marketing
BloggingThought Leadership
Campaign Management
Keyword Strategy
Campaign Analysis
Guest Blogging
Group Demos
Content Creation
Competitive Research
Website Creation
Speaker Placement
Lead Nurturing
Customer References
Search Engine Optimization
Webinars
Paid Strategy
ALL THE THINGS
4X
Ecommerce Sales Education Sales Nonprofit SalesMedia Sales

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SALES ENABLEMENT
LEAD GENERATION
Co-Marketing Partnerships
Case Studies
Reporting
Speaking Gigs
Lead Views
Social Media Marketing
Content Strategy
Email Marketing
Marketing Automation
Conversion Rate Optimization
BRAND BUILDING
Conversion Paths
Event Marketing
BloggingThought Leadership
Campaign Management
Keyword Strategy
Campaign Analysis
Guest Blogging
Group Demos
Content Creation
Competitive Research
Website Creation
Speaker Placement
Lead Nurturing
Customer References
Search Engine Optimization
Webinars
Paid Strategy
Ecommerce Sales
ALL THE THINGS
1X

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TAKE A STEP BACK

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Do An Audit
1.

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QUESTIONS:
• What currently drives demand
for sales?
• How much money does it
cost?

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FROM A HIGH LEVEL…

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…INTO THE WEEDS

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Develop Your Personas
2.

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Develop Your Personas
2.

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STUDY UP:
• Who is your target audience?
• What is their story?

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The open rate for emails with a
personalized message was
Statista, 2014
Via HubSpot’s Marketing Statistics
17.6%
Compared to 11.4% without
personalization.

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YOU CAN PERSONALIZE YOUR:
• Landing pages
• Website content
• Calls-to-action
• Email content
• Subject lines

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LANDING PAGE & SITE CONTENT

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CALLS-TO-ACTION
Visitor → Subscriber
Subscriber → Lead
Customer Education

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SUBJECT LINES

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PLAN YOUR WORK…

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Set Clear (and Realistic) Goals
3.

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SUCCESS AS A MARKETING
TEAM ISN’T MEASURED ON
YOUR BEST INTENTIONS.

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Set Clear (and Realistic) Goals
3.

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BE REALISTIC
• What can you accomplish as
one person?
• What resources are available?

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You
You With 10% More Resources

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TIP:
DEVELOP STRETCH
GOALS.
Make the case for what you could
achieve with more resources.

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Set Your Strategy
4.

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BREAK IT
DOWN:
• How are you going to hit those
goals?
• Down to the email send, social
post, etc.

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TIP: USE YOUR
BENCHMARKS.

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TIP: DON’T FORGET
YOUR LONG-TERM
GOALS.

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PLANT THE SEEDS TO
GROW AND OPTIMIZE YOUR
FUNNEL IN THE
LONG-TERM.

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Get Buy In
5.

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Get Buy In
5.

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TIP:
LAY YOUR
FOUNDATION EARLY.

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PEOPLE ARE HAPPIEST
WHEN THE DIFFERENCE
BETWEEN EXPECTATION
AND REALITY IS THE
SMALLEST.

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AVOID
SURPRISES
• Over communicate
• Identify key decision makers
• Get everyone on board

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WORK YOUR PLAN

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Reduce, Reuse, Recycle
6.

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47%
of buyers viewed 3-5 pieces of
content before engaging with a
sales rep.
Demand Gen Report, 2016
Via HubSpot’s Marketing Statistics

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THINK BIG
PICTURE
• Blog posts → ebook chapters
• Webinar → long-form site page
• Twitter posts → slideshare...

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PSA:
Product Launch with VP of Product
Christopher O’Donnell
Today at 4:15

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Phone a Friend
7.

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ASK FOR
HELP:
• Brainstorming topics
• Writing blog posts
• Sharing on social media…

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TIP:
HELP OTHERS BUILD
THEIR PERSONAL
BRAND.

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B2B marketers say the
of marketing automation is the
ability to generate more and better
leads.
#1 benefit
Pepper Global, 2014
Via HubSpot’s Marketing Statistics

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LEAN IN TO
AUTOMATION
• Notifications
• Scheduling
• Reminders
• Follow ups

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Analyze Everything
8.

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24%
of marketers don’t know whether their
efforts resulted in closed-won deals.
BrightTALK, 2015
Via HubSpot’s Marketing Statistics

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ALWAYS BE
MEASURING
• Track your goals
• Optimize early and often
• Share your results

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SMARTER, NOT HARDER

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Know Your Limits
9.

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LEARN TO
SAY NO
• Easier said than done!
• Think long-term

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NO HELPS YOU STRIKE A
BALANCE BETWEEN
SHORT AND LONG-TERM
GOALS

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TIP:
MAP IT BACK TO
YOUR GOALS.

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FOR EXAMPLE…
Q1 GOAL: 450 LEADS
• 2X OFFERS FOR LEAD GEN
• 24X BLOG POSTS (~2X A WEEK)
• SET UP LEAD NURTURING FLOW
(1X OFFER, 2X BLOG POSTS)

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FOR THE LEAD NURTURING FLOW
4X BLOG POSTS IN JAN
= 1X OFFER IN FEB
+ 2X BLOG POSTS IN FEB
READY TO SET UP YOUR FLOW IN
MARCH

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Create a Backlog
10.

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EVERYTHING
YOU *WISH*
YOU COULD DO
• Make a list
• Add priority and difficulty
• Include all suggestions

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TIP:
MAKE YOUR
BACKLOG PUBLIC.

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RECAP

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1. Do an Audit
2. Develop Your Personas
3. Set Clear (and Realistic) Goals
4. Set Your Strategy
5. Get Buy In
6. Reduce, Reuse, Recycle
7. Phone a Friend
8. Analyze Everything
9. Know Your Limits
10. Create a Backlog
10 STEPS:

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THANK YOU.
SLIDES & RESOURCES:
SWMORRIS.COM/INBOUND16