Growing Into A Marketing Powerhouse By: Clayton Wood Identity Labs Scaling A Digital Army Growing Into A Marketing Powerhouse

Growing Into A Marketing Powerhouse Key areas that helped grow two 200+ marketing teams over 6 years Includes: Hacking the hiring process, building processes that stand the test of time and measuring scale through performance.

Marketing Levels At Scale How many people are a 1 man team? Around 5? Around 10? $100,000 and up Monthly Revenue $0 - $30,000 Monthly Revenue $30,000 - $100,000 Monthly Revenue What are the marketing actions that it takes to move up these levels?

Two Ways To Scale Marketing In house - focused on organization and culture Technicians SEO Manager Strategy C Level Marketing Content Manager Designers Creative Manager Webmasters You’ll need a recruiting machine to do this quickly and correctly. Heavily relies on hiring from your gut, firing when it’s not working and having a robust HR department.

Distributed Teams & The Sharing Economy NeilPatel.com, StartUp Socials, Lots of SaaS are all distrbuted Eastern Europe Back Office Development IT North Americas Strategy Marketing Creative Content Asia Pacific Sales Development Creative (Australia) VA/Sales South America Development New Markets

Optimize Before/While Growing Here’s what happens if you do it after growth 200 Record Everything You’ve got to know enough about every position to call bullshit. Payroll Baloons And in many cases you won’t know there’s waste. Everyone wants to create positions. 100 30 Regular Automation Meetings Leadership should meet weekly and discuss ways to automate functions. Transfering Management It’s easy to manage personally when small, but it must be transferred to scale. 5 Red flag ares are: Local listings, campaign set up, campaign management, admin and anything that isn’t automated. Freelance optimization focuses greatly around automation, strict management, and awarding preformance. Incorporate into pay structure if possible.

This works for in house or distributed teams Optimization Hacks This works for in house or distributed teams Record Repeating Tasks Document or screen capture and make a manual out of it for training. Standardize The Process Employees should be able to produce 80% of what an expert can. Outsource Your Manuals Screen captures can be dictated or written out by a freelancer on UpWork..

In House vs. Distributed Assets Distributed Work Anything that happens more than once. Tasks can be broken up into pieces that can be distributed. In House Anything that takes leadership and creativity. Technical co-founders are critical for technical startups. Campaign Setup Content Distribution Claiming Listings Webmaster Design Work Engineering HR

Louis Wheaton / Social Manager Blog Marketing Hack Everyone’s A Marketer About Her Everyone on your team is an expert at something. Create a blog that people want to write for and then make a contributor list where each person from a department writes for the blog and gets a bit of pesonal branding. When she blogs Make sure she follows a topic and calendar outline dictated by the marketing department.. Be sure to have someone edit and help with an outline for writers who aren’t natural. Give priase and good feedback about pieces that go up online. Louis Wheaton / Social Manager

Smart Scaled Hiring Event Pages Workshop Call Backs Build your funnel into the hiring process with a training workshop Market It Like A Product Use ads, LinkedIn invites, Facebook groups and very targeted audiences. Comprehensive Quiz Have a test at the end that asks the exact questions you want to find out in the interview for a position. Event Pages Set up Event Brite, MeetUp and a web page promoting your training workshop. Workshop Content should cover the position you’re trying to fill, tasks, and critical thinking. Call Backs Call the top 10% back for an interview, intern position or project based trial.

Scaling Takes Assembly Line Thinking Writers, designers, data entry should all work on content calendars S M T W F First Task Second Task Third Task Fourth Task Fifth Task Sixth Task Seventh Task Eighth Task

Two Ways To Scale Marketing In house - focused on organization and culture Technicians SEO Manager Strategy C Level Marketing Content Manager Designers Creative Manager Webmasters As a general rule, attempt to replicate yourself through your generals at 80% of the skill and capacity.

Optimize Scaled Social AdEspresso saved me 10 hours per week ABC testing through ads Better reporting & analytics Auto optimization of campaigns

Performance categories and deadlines will start getting met faster Scrum Twice Daily Performance categories and deadlines will start getting met faster Both Teams Scrum Twice Daily One Team Scrum Weekly Clear goals are set at the beginning and recapped at the end of the day. Srum for 15 minutes. Accountability is still productive, but not at scale.

Grow Clients Exponentially In Groups Hold teaching events, cocktail hours and educational workshops for clients or leads. Statistics Communication Date and Time Get Together Physically New Clients Get your new clients together for physical events in batches based on how old they are or all together, depending on the industry. Sales Funnel Gather your entire sales funnel together at an educational event or cocktail hour and talk about values, vision and build rapport.

Scaling Teaching To the sales funnel MeetUp to Grow Community Synthesize teach with pre-recorded webinars To the sales funnel MeetUp to Grow Community Use Event Brite for growing lists. Leads, employees, press.

Scaled Marketing Keys For Tech Brands If you’re a tech brand or service tech brands and aren’t using these, start. 01 Persist IQ Email marketing platform that runs on gmail servers. This is good for new brands or startups. 02 Mix Panel Event tracking is key, and diving into why people made a decision is more valuable than traffic data in many cases. 03 Pipe Drive Great for teams who need to scale marketing, customer aquisiton and don’t have a large CRM in place already.

Scaling Customer Acquisition Turn the funnel upside down and you’ll convert more. Clicks an ad Sign Up Profile Free Tool Hello Bar by Neil Patel is great example. Once the home page started asking for a URL to install the tool on, leads and sales skyrocketed. Turn the lead funnel upside down and give the leads a tripwire they can’t resist.

IdentityLabs.com Clayton@identitylabs.com Thanks for Coming! IdentityLabs.com Clayton@identitylabs.com