As companies scale, marketing teams are historically known to be one of the slowest growing departments within an organization. Simultaneously, that same small team is often required to wear a variety of hats ranging from realms of PR, internal communications, digital marketers, and traditional marketers/advertisers. In fact, an overwhelming amount of our customers have marketing teams less than three — supporting organizations upwards of 100+ employees.
This week an Account Manager of ours is traveling on-site to a customer’s annual user conference to subsidize their smaller team of (hardworking) marketers on the technical and digital front. This got us thinking about how we can use our investments, tools, and technology to make the most of your marketing team’s limited resources. Here’s what made our shortlist for the best ways to take advantage of your small marketing team’s time.
Hubspot workflows for single campaign automation
While it’s very common to use marketing automation tools (like Hubspot, Marketo, and Pardot) to scale out long-term nurturing funnels and drip campaigns, more often than not we’re seeing marketing teams putting out fires in other parts of their organization and; as a consequence, manually setting up the individual components of single-use campaigns.
It’s far more efficient to split single campaign automation into a 3-step process:
- Stakeholder strategy meeting: The individual responsible for campaign creation or launch should gather all the individual contributors required to deploy the campaign. Ideally, all stakeholders gather at one time in order to determine the different assets required, campaign goals, deadlines, and overall strategy. Making sure different functions like creative, copywriting, web, and the operations team meet allows for a healthier dialog around expectations and making sure the individual components come together smoothly. The more stakeholder strategy meetings your team has, the more efficient they will become.
- Asset creation & delivery: After the strategy meeting, each function will likely depart with a laundry list of deliverables and due dates. Allowing these individual contributors to break away and return at a set date allows them to focus in the deliverables and fit the project amongst other tasks that might make up their daily routines.
- Automation assembly & review: Once all the individual components of a campaign have been delivered, a marketing automation manager can simply tie them together using tools like Hubspot Workflows. If strategies like list segmentation, timing between email outreaches, supporting social media posts, and key performance indicators (KPIs) have been predetermined, it’s possible to setup months of campaign automation in a few hours.
Zapier (and native tools like Hubspot and Salesforce) for leadership metrics
While Hubspot and SFDC both have reporting and analytics tools that allow programatic metrics, Zapier is a great tool to automate those pesky metrics that leadership wants constant feedback on. Zapier is an affordable tool that connects your organizations tools together and allows “if this, then do that” logic flows. Zapier is one tool amongst others like DataBox that might be good options for your organization depending on their needs.
We often setup automated weekly and monthly email notifications for our customers including their most valuable KPIs so they don’t have to spend every Monday (or God forbid, Friday) grabbing repetitive numbers for their Chief officers.
Hubspot workflows for ongoing nurturing flows
Similar to tip #1, Hubspot Workflows can also be used in the more traditional sense of creating long-term drip campaigns. Perhaps automate your weekly newsletter blast, the experience someone gets after requesting a demo, or a product-specific nurturing sequence until someone is qualified enough to be un-enrolled and sent to Sales.
Bundling (and bulking) similar activities
We’ve all experienced the sensation of distracting days: moving from one task to another, putting out fires, and by the time quitting time rolls around, you feel like you’ve achieved nothing; sometimes worse (if your todo list has grown).
That’s why grouping like-minded activities into a single head-down session can enable a huge amount of productivity. Try mass scheduling social media posts, planning your content calendar in advance, or cloning your marketing emails to account for subject line change attempts and A/B testing.