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

2. 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.

3. 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?

4. 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.

5. 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

6. 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.

7. 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..

8. 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

9. 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

10. 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.

11. 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

12. 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.

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

14. 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.

15. 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.

16. 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.

17. 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
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.

18. 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.

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