This is the 38th post of a 50 article series for beginners building marketing at B2B startups.
Like other functions, the marketing team should meet weekly for 30 minutes. There is often a large agenda of items to discuss, so it’s helpful to establish a structure to keep the meeting organized. Consider the following for weekly marketing meetings:
1. Start with highs and lows
I like to start each of my weekly meetings with a round of highs and lows. Each team member shares an update about the best part of their weekend (high) and the worst part — often humorous (low). It’s a great ice breaker that helps the team bond and get in the talking mood. Try to ensure that the team keeps each update brief.
2. Review key projects
There are usually a few major projects in progress for marketing, aside from the standard inbound content campaigns. It might be a website update or testing a new channel, like Adroll retargeting. For these, it’s appropriate for the project lead to provide a brief verbal update and get feedback from the team. Hopefully the primary update was delivered in writing via the weekly report.
3. Review metrics
Marketing is all about measurement and optimization, so consider sharing the team’s KPIs during this meeting. We should review MQLs, conversion rates, content downloads, website traffic and any other key metric that the team tracks. This meeting is a great opportunity to educate more junior members of the team, or perhaps designers that are less focused on technical marketing, what each of the metrics means and how their role impacts it.
4. Recognize wins and highlight shortcomings
While the team is together, the lead should call out wins — a successful ebook launch or particularly strong MQL week — and be sure to give props to those who made an impact. At the same time, this meeting is an important space to highlight areas where the marketing performance is not where it needs to be, so the team can align focus to improve.
5. Provide company updates in a small group setting
There are often non-marketing related company updates, like funding or executive hiring. While we also want to talk about that at All Hands, the functional department meeting is a good time to dive deeper into the details, answer questions, and be sure all voices are heard.
6. Assemble an agenda for post-meeting follow ups
Often the results of the key project review in the marketing meeting is additional individual follow-ups with project leaders to provide feedback on specific blockers. I often spend about 30 minutes for the marketing meeting and an additional 15-20 minutes unblocking specific issues on projects and providing quick feedback on writing or design.
While it’s ok to provide verbal updates on the few key projects, having everyone sitting around the table is not a good time to dive into highly tactical details that may only be related to a few team members. Keep the group meeting for strategic discussion.
Big group design reviews
It may be tempting to review status of design assets in progress at the group meeting. However, group design reviews often lead to disaster and frustration for the design team. We may showcase finished product at the marketing team meeting, but be sure to keep design reviews as separate, smaller interactions between the team lead, project leader and designer.
In addition to weekly reports, having a weekly meeting is beneficial for team communication and unity. Even if you are just starting out with a marketing team of 2 or 3, dedicate the 30 minutes per week to ensuring everyone has an opportunity to speak, ask questions and get on the same page.