It was time to present the quarterly marketing report to the sales team at a marketing services firm where I’ve been consulting.
I had all the numbers ready — qualified leads, deals closed and won, acquisition costs. I had the top social posts and press hits, the most popular blog posts, the new case studies, the branding upgrades.
Everything was there in the dozens of slides that I could pull from.
My voiceover, however, was different. There were two stories that I wound up telling, two lessons I was eager to impart. Maybe they’re the kinds of stories that you like to share too.
All the results in the report seemed from these two factors:
1) How well did the marketing team work together?
2) How well did the marketing team work with every other team?
The rest is commentary.
The questions get to the heart of why I love corporate marketing roles so much.
When I started with the agency MRY in 2013, I had a conversation with the CEO, Matt Britton, that was to inform every role I’d take on since then.
Matty B, as he was and is known, said, “Berky, I want to set a goal for everyone at MRY to write for our blog.”
I loved the enthusiasm. To have hundreds of writers for a corporate blog would be one of the biggest gifts an incoming head of marketing could hope for.
But I thought about it for a minute, or for a few days, or a couple of weeks, as I was nervous then to push back against my new CEO in my first executive-team role. Let’s just assume I didn’t get back to him right away, and when I did, it probably involved too many PowerPoint slides.
In this shorter version of the story, I said to him, “Matt, that’s a great idea.” (I’m almost positive I started this way.) “But a lot of people shouldn’t write blog posts. Most people who think they can write can’t, and my team will have to spend all our time rewriting these anyway. “
I wasn’t going to pinpoint the problem without a solution. Instead, I said, “What we’re going to do is have a goal that everyone contributes to our marketing in some way.”
And so the Everyone Contributes mantra was born.
It worked. At our annual meetings, the heart of the marketing team’s report was a video that included snippets of dozens of people across the organization saying how they contributed to the firm’s marketing initiatives.
The videos included people from sales, client service, project management, legal, HR, media, creative, social, strategy, finance, and everywhere else. They talked about setting up events, moderating panels, contributing Instagram posts, coming up with content ideas, contributing to research reports, hiring team members, and so much more.
That was an example of how marketing worked well across departments. It’s a model I’m always looking to replicate.
Just as important, though, is how well the marketing department works as a team.
Consider a brief white paper.
It needs an ideator, a writer, and an editor.
It likely includes subject matter expertise from people across the organization. Much wrangling ensues.
It needs a designer.
It then needs more editing. And more. And then someone to say stop editing it.
It needs someone with the content management skills and access to publish it.
There is likely a registration gate to access it. That needs to be properly set up and tested.
It needs someone to share it across social channels, likely with custom imagery designed for those channels.
It needs to be included in the corporate newsletter, assuming there is one. There probably is.
It needs tracking codes set up for proper attribution.
It likely needs a paid media campaign to promote it. That could involve further expertise with media management or account-based marketing (ABM) software.
It may warrant from public relations support, either through internal or external resources.
It needs someone to ensure that the leads are properly qualified and delivered to the right salespeople for any necessary follow-through.
That white paper could be a small mention in a roundup of marketing activity — “Released October white paper on Post-Pandemic Marketing.” (That is not a real example from my report, but I hope there’s such a thing as post-pandemic marketing.)
That small mention involves coordination among about as many people as there are on the marketing team, likely bolstered by resources in other departments and outside the firm.
How well that white paper performed probably answers the question, “How well did the marketing team work together?”
There are so many opportunities for the process to break down. It could be great content that doesn’t find an audience through paid, earned, or owned media. It could be brilliant promotion for lackluster content. It could be Pulitzer-worthy content so poorly laid out that no one will read it.
My pride in delivering the report was in seeing how much had to come together for wins both small and big.
You need to build the engine and get the right pieces together. But then you need to see what it can do. Anytime that there’s a lot of marketing activity that is too clearly the result of one person, it’s not a sign of that person’s skills but a sign of missed opportunities.
Those opportunities grow exponentially when working across all the other teams. When everyone contributes, the best ideas don’t come from anywhere — they come from everywhere.
Anytime I’ve been satisfied with the answers to those two questions posed above, I’ve been satisfied with the rest of the results.
A great track record with a metric like the number of marketing-qualified leads feels like there’s so much unrealized potential. But harness the team the right way, and the harder metrics are bound to come together too.
PS: Going to CES? Serial Marketers is a proud partner of Mediaocean as a perk for our members to have a great spot to work and learn. Request lounge access here.
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- 2021 Women of Excellence Winners by Path to Purchase Institute staff
- Trust. It’s what you make. by TruAnon digital identity
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SOCIAL MEDIA ADVERTISING WORKSHOP
November 10, 12pm
Via Nancy Ruzow in the community
“With marketing strategies evolving rapidly, join us to learn how you can best position yourself and scale your business! Marketing strategies are ever-evolving, with new platform updates storming your in-box and feeds weekly. In this ON THE FLY Workshop, social media strategist Laura Cheek, founder of Insperience It, will help you take advantage of these changes to best position yourself and scale your business.”
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GLOSSY BEAUTY SUMMIT
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BRANDWEEK SPORTS MARKETING SUMMIT
Following a year of empty stadiums, leagues got creative with how they kept interest and excitement levels high. Now, the “Big Four” leagues and a plethora of esports competitions are gearing up to reintroduce fans to in-person events and marketers will once again have to find creative ways to engage the audience. Join Adweek to hear from leading sports pros on and off the playing field on how to handle a year of curveballs, upsets and transformation, along with what’s in store for the future.
ASCENT SAAS: SPOTLIGHT ON STARTUPS
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MASTERING GA4 LIVE COURSE
November 17, 12pm
“Universal Analytics hasn’t sunsetted yet, but if you aren’t using Google Analytics 4, you’re missing out on critical data collection as well as great new features. In our Google Analytics 4 course, we will teach you how to properly configure your GA4 property, set up powerful customizations, and explore its new reporting capabilities. You’ll complete the course with your own GA4 property complete with events, conversions and custom reporting Explorations tailored to your business goals and needs.”
WIN BACK MORE ABANDONED CARTS
November 18, 1pm
Via Randy Levy in the community:
“This one is for the eCommerce Serial Marketers and those who wish to improve upon their abandoned cart:
– Strategies that go above and beyond your average abandoned cart email
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THE ANATOMY OF A WINNING PROPOSAL
December 3, 12:30
“Do you cringe when a prospect says, “Send me a proposal?” Cringe no more! In this presentation, Ilise Benun will teach you how to respond to that question so you don’t waste your time (or theirs) on a proposal that isn’t going anywhere. Plus, if it does make sense to write a proposal, you’ll learn exactly what to include — and what not to include — in a winning proposal that wins you the project.”
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ASCENT SAAS: SPOTLIGHT ON MARKETING
“An all-virtual, intimate and exclusive gathering of the nation’s senior marketing leaders in SaaS. 150+ Senior CMOs & VPs of Marketing, 10 sessions, 3 industry keynotes, 3 interactive panels, endless networking…”
Keep checking out the #jobs channel in Serial Marketers for more. Better yet, subscribe to get updates from our job listing board. Here are some great opportunities shared in these places or sent to me directly.
“WITHIN is hiring a Marketing Coordinator to join the Marketing Team. In this role you will directly interface with clients, partners, and executive level team members, and will have the opportunity to take on new challenges and learn how to build a world-class marketing organization. You will constantly see and feel the impact of your work as you help the firm’s marketing team connect with some of the biggest and most exciting brands in the world.”
Lead Performance Growth Marketer
“Join our growing Marketing team to launch and optimize top-of-funnel growth experiments that exponentially increase the number of highly motivated and diverse jobseeker communities interested in studying at SV Academy and working in tech. To own growth marketing, you will define, execute and optimize digital marketing campaigns (Facebook, PPC, display) and paid marketing channels (online and offline), form working relationships with external partners to drive awareness, and take many new ideas from 0-1.”
Social Media Manager
“Imperfect is seeking a savvy social media professional to engage and grow Imperfect’s community across our organic social media channels. The ideal candidate is someone who is not only passionate about food, sustainability, and Imperfect’s impact on the world but also understands the power of social media and delivering delightful brand experiences across platforms. We have a solid presence (close to 400K followers on IG!) that we’re looking to cultivate and enrich in 2021. As the Social Media Manager, you will fine-tune and manage Imperfect’s social media efforts in order to increase our acquisition and awareness efforts.”
Director of Product Marketing
Via Dave Weinberg in the community
“We’re looking for a “customer first” focused leader who’s excited about growing business-critical product lines. In this role, you will develop strategic partnerships with your Sales, Customer Success, Marketing, Product, and Engineering peers, go deep in a problem space or domain, and translate your vision into a comprehensive go-to-market strategy. You will be expected to foster future leaders while building diverse and inclusive teams. This role will be a high-impact leadership position that will collaborate closely and strategically with other leaders across the company.”
Social Media Manager
Via Lia Zneimer in the community
“In this role, you will:
* Own all of our social media channels.
* Plan and manage campaign executions, on time, on budget, to scope
* Create engaging content and maintain the cadence and voice of each of our channels.
* Source content from teams across the company, communicating new ideas and initiatives across channels.
* Lead the development of a wide range of content forms, including video, text, still imagery, animation, live action and other content forms that best utilize the technology available on any given social media/digital platform.”
Marketing Assistant (Technical)
Portland, Oregon or remote
Via Cory Huff in the community
“Productive Flourishing helps people finish their most important projects by publishing some of the best articles, books, and courses on productivity and leadership. We are a Black-, veteran-, and woman-owned small business that intentionally cultivates diversity on our team and in the work we do. We encourage BIPOC, LGBTQIA2S+, people with disabilities, and veterans to apply. We’re looking for a Marketing Assistant (Technical) with experience providing technical support for a fast-paced online marketing team.”
Creator Acquisition Manager
Via Weston Armstrong Woodward in the community
“We are looking for a Creator Acquisition Manager to join our Community Success Team to support creator acquisition and onboarding to the Locals platform. The Creator Acquisition Manager will constantly be on the lookout for new opportunities to bring on new creators based on real-time events. It’s critical to understand the many social media platforms and how content creators distribute and monetize their content and their brand.”
Director, Campaign Content Strategy
“The Director, Campaign Content Strategy is responsible for developing content strategy and overseeing content execution for WRK’s content marketing team. You are responsible for managing and advancing our content marketing programs and projects. In addition to your extensive experience in content marketing, you should also be a creative and strategic thinker and have a keen eye for process. The services you will be overseeing range from written editorial work, creative visual assets across both traditional and digital media, creative briefs to strategy deliverables – and beyond!”
Head of Marketing
Via Chris Gorges in the community
“The Marketing Director will create a new marketing strategy and enjoy full accountability while leveraging a strong global brand and robust set of existing assets. The Marketing Director will own the entire marketing function, reporting to the MetaProp partnership.”
VP of Marketing
“Our VP of Marketing will define the new space we are creating and craft a strategy for making us a household name with finance and procurement leaders the world over. This includes end-to-end marketing initiatives in brand, product, content, and even performance marketing over time. You will also measure and communicate performance in a way that is digestible at the IC, executive, and board level. You will report directly to the CEO, and you will have lots of empowerment and autonomy to bring your vision to market.”
Director of Marketing
NYC hybrid preferred
Via Kyle Hoedl in the community
“Reporting to the VP, Marketing & Communications, the Director of Marketing contributes to the mission and vision of DoSomething.org by creating and overseeing the strategy for all facets of DoSomething’s social impact marketing campaigns and programming to ensure that we exceed expectations of our corporate partnerships, activate youth for systemic social impact, and elevate the DoSomething brand. This role also oversees talent management and supports our scholarships programs.”
Other roles: Manager, Digital Marketing, Social Media Manager
Acquisition Growth Marketer
Via Dave Weinberg in the community
“Array is revolutionizing how businesses leverage and enhance consumer data. Our platform enables innovative companies and developers to seamlessly integrate credit and identity data into their apps, websites or workflows. As a remote-first company, we’re focused on providing opportunities for autonomous individuals to have high levels of impact at the forefront of the fintech space. If you’re looking for autonomy, impact, and cutting-edge FinTech, we’d love to hear from you.”
Digital Media Manager
“The Digital Media Manager is responsible for creating digital campaigns that drive results. They are an expert in search, paid social, programmatic display, and video OTT, among other channels, with strong hands-on platform experience. They have an analytical mind, can generate key insights, and don’t accept the status quo. The Digital Media Manager wants to do things a better way, always testing and pushing boundaries.”
Vice President of Growth
Austin, TX, open to remote
“Data-driven, organized, focused individual with an entrepreneurial spirit, the future Vice President of Growth has:
* Approximately 8 years of experience in digital marketing, demand gen, or performance marketing for a DNVB
* Managed and owned budgets between $25MM and $50MM+
* Experience with longer sales cycles and click-to-purchase brands
* International Experience with Cross-Border Marketing“
Senior Manager of Content Marketing
“Team player that loves the journey, rolling up their sleeves, and winning as a team, the future Senior Manager of Content Marketing has:
* 5+ years of experience writing content for a spectrum of audiences working at a high-growth SaaS company
* Prior experience developing robust content marketing playbooks leveraging a variety of assets (books, savers, blogs, thought-leadership, white papers, expert interviews, etc.) – data-driven with a strong focus on measurement
* Ability to mentor and motivate those around him/her to help drive success
* Proven ability to excel in a high-growth, collaborative, and global environment
* Creative and strategic – excellent writer with strong ability to put pen to paper“
Find more open roles via Candidate.co. Refer yourself or your friends, and get rewarded for supporting your network.
Also, check out the Serial Marketers job board.
Other job resources:
- Advisable: Get instant access to top marketing freelancers
- AMA Job Board: Listings from the American Marketing Association (maybe you can also ask them anything)
- Beeler.Tech: Job listings for ad operations, programmatic account management, sales operations, and more.
- Before: A talent matching platform with the mission to end bias in the hiring process.
- Braintrust: A new freelance platform where you are the owner and where freelance talent keeps 100% of the bill rate.
- Built in NYC: Jobs at a range of levels and functions, as long as you’re okay working in this quaint, backwater hamlet.
- CareerList: Here’s a form for companies hiring and a form for job seekers; here’s the public list with tabs for both
- Content Writing Jobs: Content marketers, enjoy
- Creative Women of Color: List yourself in the database and find talent, via Women Who Create
- Demand Curve: Growth and marketing jobs
- DiscoverTheTalent: An initiative designed to build partnerships with businesses to advocate, train, and hire military spouses
- ExecThread: Senior roles spanning a range of verticals and cities; membership is free but fully vetted (this uses my referral ID to get you in faster)
- Ex-Equinox Media Talent: A spreadsheet of available talent (permission given by those listed) who are recent ex-Equinox media folks.
- Gently Ventures: Helps scale businesses by finding the right talent
- GLG: Get paid to share your topical expertise; it can lead to some interesting conversations at a potentially decent hourly rate
- Growth Collective: Apply to join this network of notable freelance marketers
- Grace Blue Transitions: A portal for hirers and seekers with resources from this exec recruiting firm
- The Hired Guns: An array of jobs in marketing and related fields at brands, agencies, and media companies
- Hue: Amplifying voices of people in color working in marketing
- Hunterz: A way for connectors to get paid to introduce startups to large enterprises
- Lead5: A paid service for executive roles, plus intel on changes with companies and PE investments; you can try a risk-free weeklong trial to see if it’s any good for your needs
- Lunch Club: Match 1:1 around predetermined goals with accomplished professionals (free)
- NYC Ad Jobs & Networking: A popular Facebook group
- One Club for Creativity: COVID-19 jobs Board
- #OpenToWork: There’s a channel in Serial Marketers where you can share what you’re looking for
- Pangea: Where you can hire college freelancers (and college students can get gigs)
- Pocit: A platform connecting people of color with jobs in the tech industry
- Questions to Ask for a Marketing Role: What questions should you ask when starting a new marketing role or job?
- Remotists: Remote startup jobs, chronicled weekly
- Sales Hustle Stack: Find platform-based gigs and other creative ways to earn some extra cash
- Serial Marketers Job Board: Post regular and featured listings and subscribe for updates.
- Startup.Jobs: There’s a section for marketing jobs
- Teal: One place to organize and manage your job search.
- TechNY Daily: While more technical, there are also some sales and marketing jobs at NY startups.
- VC Job Boards: Aleph, Eniac Ventures, Pear, Sequoia, Union Square Ventures
- VentureLoop: Free startup job listings; their paid option is $15/month and might surface more leads (but it might not).
- Venwise: Submit your job interests here and get in front of their roster of hiring leads; select “Serial Marketers” under “How did you find us”
- Wanted: Wanted helps top talent in tech and marketing find a job at your desired pay.
Do you run or enjoy other job listing sites? Let me know, and I’ll share them.
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