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.
This is the 37th post of a 50 article series for beginners building marketing at B2B startups.
Since a startup involves everyone wearing many hats, the marketing team likely has responsibility for not only building a brand amongst our target customer persona, but also amongst potential recruits joining the team. Consider the following brief overview:
1. Craft a story and messaging guide
Similar to our story for target customers, we need to craft a story for target recruits. What are the core value props of our team over others? How can we clearly communicate the culture, perks and opportunity? Follow a similar strategy to the Craft a Startup’s Story post here.
This is the 36th post of a 50 article series for beginners building marketing at B2B startups.
If we are following an inbound content strategy, blog posts are a staple used to impact SEO with the right keywords and drive traffic to our content. Getting a blog off the ground for a startup is a necessity to convert targets to leads, so let’s breakdown a simple set of steps to get started:
1. Build the infrastructure
Maintaining a blog requires a content management system, like WordPress. If we are using a marketing automation system, like Hubspot, it has built in blogging capabilities. It is best to use that because it tightly integrates with the analytics, landing pages and CTA functionality.
Some blog systems have templates, and others may require us to code HTML, CSS and sometimes proprietary content management language from scratch to customize the blog the way we want. Designing a blog is a big project, similar to developing our website. We should plan to have a web developer be working on it for up to 6 weeks to include time for A/B testing different concepts.
This is the 35th post of a 50 article series for beginners building marketing at B2B startups.
Social media is an important distribution channel for inbound content. Depending on the target persona, social can also be a fantastic way to communicate, drive word of mouth referrals and generally build brand recognition.
There are plenty of great guides to effective social media and community management. Let’s focus this post on building the foundation of a social strategy at a B2B startup:
1. Lock down the right handle for all channels
The first step for social media is to identify a handle (I.e. username) that can be consistently used across all digital properties. This may be difficult as many handles are already taken. In general, try to keep it short, avoid hyphens, underscores and random numbers.
It may not be possible to get the best handle on every channel, and that is acceptable as long as the most important channels have the right one. For example, my team has the Twitter handle @netpulse, Facebook page facebook.com/netpulse but Instagram handle @netpulseapp.
This is the 34th post of a 50 article series for beginners building marketing at B2B startups.
While we may only attend massive trade shows once or twice a year, our sales team often finds themselves setting up a table at a conference to meet with prospects and sell. Every industry has these conferences, and while expensive and time consuming to attend, they usually do yield a good amount of leads. To make them worth it, we need to carefully plan the logistics and get the details right. After fumbling our way through the first few, here is the approach that my team now takes:
This is the 33rd post of a 50 article series for beginners building marketing at B2B startups.
Here’s what I think happened: engineers are always talking about the “stack” they develop in — simply the list of programming languages and template libraries they use to program. Marketers maybe felt a little jealous and also wanted to have a cool way of explaining all of the tools we use. Thus the emergence of the term “marketing stack.” Similar to engineering, this is a list of the many software applications marketers use to manage campaigns, measure and grow marketing activities.
The competitive landscape for marketing tools is an absolute bloodbath — there are hundreds of valuable SaaS apps for marketers to leverage for better performance and efficiency. Selecting the right mix of tools (i.e. stack) is important to ensure they all work together seamlessly.
This is the 32nd post of a 50 article series for beginners building marketing at B2B startups.
Despite the explosive growth in digital marketing over the last decade, good old fashioned email continues to be a primary channel for inbound marketing. Once targets provide their contact details to download a piece of valuable content and thus become a lead, we now have an opportunity to email them additional content each week, continuing to nurture the relationship until that lead “raises their hand” to request a demo and talk to sales, thus becoming an MQL.
The weekly email campaigns are incredibly important to get right since they are often directly responsible for driving MQLs. To keep us organized, let’s divide our email marketing into two categories:
1. Plain text emails
These emails look as if they were sent personally, and have a familiar look that drives responses. They are best utilized in nurture workflows or automatic responses to an action, like downloading a piece of content.
This is the 31st post of a 50 article series for beginners building marketing at B2B startups.
In the not so far away past, “marketing” was primarily focused on large scale media campaigns in print, on billboards and television. The marketing role often mandated expertise in project management or some serious creative juice. Those skills are certainly still important, but now there are new skills that are critical for marketers to have: technical skills.
If we consider a fresh graduate from college, looking to get into marketing, the following technical skills have become a requirement:
This is the 30th post of a 50 article series for beginners building marketing at B2B startups.
Suppose our startup is launching a new product. Our product managers identified what to build, the engineering team successfully built it and now we are ready to bring it to market. So… what happens next? The marketing team is responsible for defining the product positioning, messaging, packaging and go-to-market strategy.We need to answer the following questions:
How are we describing the product to our target persona?
How does the product fit in with our broader positioning?
What marketing activities do we need to sell the product?
Let’s break down the process — as we always do — into simple steps:
This is the 29th post of a 50 article series for beginners building marketing at B2B startups.
The marketing and selling process does not stop once a prospect becomes a customer. Especially if our business has recurring revenue (i.e. customers pay us monthly and can leave us anytime) it is critical that we continue to market new products and valuable content to our customer base. To keep things simple, I categorize customer content marketing into 3 buckets:
Content about the overall space and industry
Content about how to maximize product value
Content that drives upsells of new products or services
Each of these are an important part of the customer marketing mix. Let’s breakdown each: