Back to Learning Center
Subscribe
Join 40,000+ sales and marketing pros who receive our weekly insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
Close
The IMPACT Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Access the Learning Center

Access the Learning Center
learning_center_grey__What is They Ask, You Answer-v2-black

What is They Ask, You Answer

What is <span>They Ask, You Answer</span>
Articles, Podcasts, & Updates

Articles, Podcasts, & Updates

Articles, Podcasts, <span>& Updates</span>
Free Courses & Certifications

Free Courses & Certifications

Free Courses & <span>Certifications</span>
On-Demand Keynotes & Sessions

On-Demand Keynotes & Sessions

On-Demand <span>Keynotes & Sessions</span>
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
They Ask, You Answer Workshop

They Ask, You Answer Workshop

They Ask, You Answer Workshop
Navigation_8_2021_workshop

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Development

Website Design & Development
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified Coach
Close
The IMPACT Show

Building a Successful Marketing Team: The IMPACT Show Ep. 6 [Show Notes]

By Ramona Sukhraj

Building a Successful Marketing Team: The IMPACT Show Ep. 6 [Show Notes] Blog Feature

 Is inbound marketing working for you? 

If not, hate to break it to you, but the problem may be your talent.

Maybe the individuals you're hiring don't have the qualifications to help your company grow -- or perhaps they aren't a good culture fit. 

This week, Bob and Nick took to Facebook Live to not only discuss how you can build a successful marketing team with these factors in mind, but they also mentioned Wistia's new tool Soapbox, tips we took away from HubSpot's Sales Training, and why you should attend IMPACT Live.

Just in case you missed us live (or if you want to relive the magic), you’ll find the episode’s show notes below as well as the recording.

Enjoy and make sure to share with your peers!

Join us for IMPACT Live:

  • A two-day event in Hartford, CT on August 1-2nd, 2017.
  • An intimate group of experienced, dedicated marketing and sales leaders. Here's a look at why we're hosting IMPACT Live.
  • NEW LOWER PRICING: We want you to go and, we don't want pricing to be the hurdle stopping you so now you can get your general admission ticket for just $999 or VIP access for $1399.
  • Speakers include Marcus Sheridan, Tara Robertson, Mike Volpe, Mark Roberge, George B Thomas, Paul Roetzer, and more.
  • Get your ticket here now.

Wistia's New Tool Soapbox

  • Soapbox is a free Chrome extension that enables anyone to record, edit, and share high-quality videos in minutes.
  • As a company, it's important to have one thing that's very buzz worthy in your marketing. HubSpot has the marketing grader and for Wistia, it's Soapbox.

How Apple Can Use iMessage for Business

  • Similar to Facebook Messages, from mobile apps, users can have chat communication and the person on the other side who receives the message will get an iMessage.
  • Apple appears to be focusing on more human-to-human interaction
  • Read more about the marketing possibilities in this article
  • We're worried about how many platforms there's going to be, to message a company. Everyone has a Facebook page and your audience will get used to messaging a company through there and as more and more channels open up, it can be hard for a company to manage all of those channels.

Tips From HubSpot's Sales Training

  • If you're trying to get your own team to adopt inbound practices, remember the earlier you start the transition to Inbound, the more you'll yield.
    • It's important to understand the emotional reasons for delay (it's a big leap).
    • The Emotional Reasons for Delay:
      • Inertia: It’s a pretty big leap. If we don’t bring in organic leads, they don’t get fired.
        • What happens if someone's searching for us today and we don't show up? You don't get the lead. Where do they go...? Possibly your competitors.
      • Personal Risk: It could be a career defining move if it does succeed. But if it fails, it's possible they're career can be threatened.
      • Company and Political Risk: Marketing is often starting the convo in the corporate doghouse because they either don’t produce enough leads or too many of low quality.  Sales guys might not embrace because of short-term thinking or fear of job security and/or loss of control.
      • People Don't Understand the Pace of Inbound: It takes some time and every week counts.
        • Don't ask, when do you want the project to start, but when do you want customers by?

Last Week's Retro:

  • For smaller companies who can't afford to have someone monitor and reach out to leads in real time, what can they do to manage a rapid response time? Identify priorities. If you're not doing what it takes or setting up the process for responding to leads, you're flushing your marketing dollars down the drain. That's something you'll need to solve for. Get creative. What can you do to respond to those in a rapid way? In a human to human way (as quickly as possible) before they move on to your competitor's website. 
  • Don't be afraid to send out automated emails, that will set expectations. But, what would you do if you were looking for a service organization? Would you fill out a form and just wait, or would you eventually move on? And, what would you expect?

Main Topic: “Building a Successful Marketing Team”

  • A lot of people say, "Inbound Marketing Doesn't Work!"
    • Reasons Why Inbound Marketing Might not work:
      • Content that was created, the same as everyone else
      • Nothing was remarkable, nothing stands out.
      • There was nothing similar to HubSpot's Marketing Grader or Wistia's Soapbox that would capture the attention of visitors.
    • After looking over your marketing you'll want to ask, "why did that happen?"
      • It always comes down to people. 
      • when you think about a marketing program, there's no traction and you're not driving new people to your webiste, in every situation you'll find that the people hired to do the marketing weren't qualified to do the job The individuals you're hiring don't have ideas, strategy, or a real plan. It's the same old, same old.
    • 6 Tips for Building a Successful Marketing Team:
      • Hire for Culture and Skills: Have to be a culture fit for the organization (do they share the same core values, do they see themselves in the companies vision) and on top of that do they have the skills to do the job.
      • Make Sure They Can Do the Job Before You Hire Them: During the interviews try to simulate activities they would be doing everyday on the job.
        • As an agency, we do a role play with various situations that we go through.
        • Don't be afraid to give them an activity to complete between various parts of the interview process. 
      • Always Be Recruiting: Talk to hundreds of people, before your hire (maybe hundreds is an exaggeration). If you're not getting enough applicants in your pipeline, go to networking events, check out your competitor's career pages, and do whatever it takes to get people interested in working at your company.
      • Don't Delegate Hiring Decisions: Have someone that project manages the entire process, and ensure that your team is involved, but at the end of the day, if you're in charge you should have the ultimate decision.
      • Understand What Helps Them See Their Future at the Company and Make That Happen: People want to know what their future/career path looks like before working with a company.
        • Find out what's important to the candidates and members of your team that will make you successful. 
      • Need to Fire Poor Performers: Can't keep around the types of people that aren't representative of the type of employees you're looking for.
        • Need to make sure everyone on your team is an A player
        • If you're not firing poor performers you'll run the risk of lowering morale and may force your A players to find new job opportunities.
  • For a small firm (30 people or so), that has never had a true marketing team, what do you think the right size should be on the marketing team? We are looking at really having a "smarketing" team of 2. 
    • Content Manager
      • Someone who can bring good ideas to the table (3-5 years of experience), great writer, knows digital marketing and knows how to use the tools. If you throw something at them, they can figure it out.
    • Could outsource design and development.
    • Business Development Rep
      • Could assist with marketing work, but would primarily assist in organizing contacts and calling inbound leads and setting up appointments for your sales rep. 

Books/Resources:

Next Steps:

Get your tickets to IMPACT Live 2017 to meet David Meerman Scott, Mark Roberge, Marcus Sheridan, and dozens of other experts in-person this August!

We would love your comments! Feel free to send us an email or comment on the Facebook thread. 

Join Us Next Week! 

We'll be back again next Thursday, June 22nd at 1:00 PM ET. Want to get reminded? Drop us your name and email address below and we’ll make sure you’re notified before the broadcast every Thursday!  

New Call-to-action

Topics:

The IMPACT Show
Company Culture
Podcasts & Shows
Published on June 16, 2017

Recent Articles

How to Pack & Prepare for IMPACT Live (The IMPACT Show Ep. 81)

By Stephanie Baiocchi on July 24, 2019
1 min read

Email Deliverability and Special Announcements (The IMPACT Show Ep. 80)

By Stephanie Baiocchi on July 10, 2019
1 min read

Content Strategy and Marketing Conferences (The IMPACT Show Ep. 79)

By Stephanie Baiocchi on June 26, 2019
2 min read

All You Have to Do...Is Do (The IMPACT Show Ep. 78)

By Stephanie Baiocchi on June 12, 2019
2 min read

Doing Things the Inbound Way (The IMPACT Show Ep. 77)

By Stephanie Baiocchi on May 29, 2019
2 min read

Using Video in the Sales Process (The IMPACT Show Ep. 76)

By Stephanie Baiocchi on May 15, 2019
2 min read

Learning and Leveraging the Resources You Have (The IMPACT Show Ep. 75)

By Stephanie Baiocchi on May 1, 2019
3 min read

Creating an Experience Your Audience Loves (The IMPACT Show Ep. 74)

By Stephanie Baiocchi on April 17, 2019
2 min read

Introducing Season 3 of The IMPACT Show

By Stephanie Baiocchi on April 10, 2019
6 min read

Lessons You Learn When You Do The Thing (The IMPACT Show Ep. 73)

By Stephanie Baiocchi on March 27, 2019
3 min read

Sales and Marketing Harmony (The IMPACT Show Ep. 72)

By Stephanie Baiocchi on March 13, 2019
3 min read

Getting on Camera, Getting Creative, and Getting Sponsors (The IMPACT Show Ep. 71)

By Stephanie Baiocchi on February 27, 2019
2 min read

The Many Pieces of the IMPACT Community (The IMPACT Show Ep. 70)

By Stephanie Baiocchi on February 13, 2019
4 min read

Use ALL the HubSpot Tools (The IMPACT Show Ep. 69)

By Stephanie Baiocchi on January 30, 2019
3 min read

Video, Conference Season, and IMPACT’s New Office (The IMPACT Show Ep. 68)

By Stephanie Baiocchi on January 23, 2019
3 min read

Practice Makes Confidence (The IMPACT Show Ep. 67)

By Stephanie Baiocchi on January 16, 2019
3 min read

2019 Planning and Goal Setting (The IMPACT Show Ep. 66)

By Stephanie Baiocchi on January 9, 2019
4 min read

I Saw Mommy Email Santa Claus (The IMPACT Show Ep. 65)

By Stephanie Baiocchi on December 14, 2018
3 min read

Try Things and Iterate Fast (The IMPACT Show Ep. 64)

By Stephanie Baiocchi on November 30, 2018
5 min read

The Communication Continuum (The IMPACT Show Ep. 63)

By Stephanie Baiocchi on November 16, 2018
4 min read

Tricky Marketing Situations and Video Treats (The IMPACT Show Ep. 62)

By Stephanie Baiocchi on November 2, 2018
3 min read

Level Up: Challenge Yourself and Your Team (The IMPACT Show Ep. 61)

By Stephanie Baiocchi on October 19, 2018
3 min read

Radical Ownership, Feedback, and Balance (The IMPACT Show Ep. 60)

By Stephanie Baiocchi on October 5, 2018
4 min read

Crafting and Sculpting Your Message (The IMPACT Show Ep. 59)

By Stephanie Baiocchi on September 21, 2018
5 min read

LIVE from #INBOUND18 with Special Guest: Dan Sally (The IMPACT Show Ep. 58)

By Stephanie Baiocchi on September 7, 2018
1 min read