Dan Martell - August 01, 2022


The Only Marketing Strategy You'll Ever Need

Topics
marketing team design marketing strategy marketing team accountability
Hosted by
Dan Martell
Most People Don't Succeed Because Of This One Thing You Need A Bigger Goal

Episode Stats


Length

15 minutes

Words per minute

183.15

Word count

2,819

Sentence count

166


Summary

Summaries generated with gmurro/bart-large-finetuned-filtered-spotify-podcast-summ .

In this episode, I share with you how to structure your marketing team to produce massive demand generation results, especially if your business right now is referral-based. What happens with most founders is they hire somebody to do marketing, but they don't have a playbook. They're not measuring anything, they're not driving demand, and most importantly, they re not generating qualified leads. That is the name of the game in marketing.

Transcript

Transcript generated with Whisper (turbo).
Topics generated with Qwen2.5-3B-Instruct.
Hosts, guests, and mentioned names generated with spaCy (en_core_web_sm), reconciled against Wikidata.
00:00:00.000 What happens with most founders is they hire somebody to do marketing, but they don't have
00:00:04.560 a playbook. They're not measuring anything. They're not driving demand. Your business right
00:00:09.620 now is referral-based. Hey there, everybody. I'm Dan Martell, serial entrepreneur, investor,
00:00:26.560 and creator of SaaS Academy.
00:00:28.100 In this episode, I'm gonna share with you
00:00:29.660 how to structure your marketing team
00:00:31.640 to produce massive demand generation results, okay?
00:00:34.900 So if you have one marketer, two marketers,
00:00:37.860 three, or a whole bunch,
00:00:39.540 I'm gonna show you the way I think about
00:00:41.400 using an agile approach to designing a marketing team
00:00:45.500 that can execute, implement, and most importantly,
00:00:49.600 generate qualified leads.
00:00:52.360 That is the name of the game in marketing.
00:00:53.940 Be sure to stay to the end
00:00:55.320 where I'm gonna share with you
00:00:56.280 my marketing team designer template.
00:00:58.460 It's literally not only the list of different strategies
00:01:03.460 that you can assign to people
00:01:04.540 on how to design the org structure
00:01:05.900 based on the philosophy I'm gonna teach,
00:01:07.440 but also the list of metrics that you wanna be asking
00:01:10.280 and reviewing with your marketing team
00:01:12.020 to know that they're being effective.
00:01:14.100 So let's get into this.
00:01:15.200 So I love marketing.
00:01:16.360 Marketing is one of my favorite departments
00:01:19.260 because they tell stories.
00:01:21.280 They use automation, so it's like my nerdy side.
00:01:25.120 It's metrics driven, it's very quantitative,
00:01:27.820 but it's also got some qualitative aspects to that.
00:01:29.960 I've personally been involved
00:01:31.540 in building dozens of different marketing teams
00:01:34.480 focused on not only the PR, the brand side of things,
00:01:37.500 but specifically the demand gen, the advertising,
00:01:40.940 the direct response campaigns that really drive revenue.
00:01:45.280 I've been responsible for generating
00:01:47.380 close to $100 million worth of business
00:01:50.140 through marketing strategy and campaigns.
00:01:52.460 And it is different when you're at 10K a month
00:01:54.780 and reoccurring revenue versus, you know, 100K,
00:01:57.680 or when you're selling a million dollars a month,
00:01:59.660 the marketing team has to shift.
00:02:02.220 And what I wanna share with you is the philosophy
00:02:06.160 of how to think about assigning certain things
00:02:08.660 and hats to people and measuring the right process
00:02:11.660 so that you don't, like what happens with most founders
00:02:15.660 is they hire somebody to do marketing,
00:02:17.620 but they don't have a playbook.
00:02:18.940 And then the person starts doing stuff,
00:02:21.140 but they're just, they're executing social media campaigns.
00:02:24.160 Like they're not measuring anything.
00:02:26.040 They're not driving demand.
00:02:27.340 It's your business right now is referral based.
00:02:30.180 Go away from referral and organic traffic
00:02:33.740 and it just, whatever it happens by chance
00:02:36.060 to happens by strategy, by tactic.
00:02:39.000 And that is my approach.
00:02:40.280 And that's what I'm gonna double click on
00:02:41.920 and give you everything I know around that topic
00:02:44.480 so that you can design a marketing team
00:02:46.260 that will be effective and productive,
00:02:48.860 especially when you're investing dollars
00:02:50.500 into generating opportunities.
00:02:52.200 Number one, design the tactics.
00:02:54.160 So what I've discovered is some people call things marketing
00:02:57.840 that are really not marketing, okay?
00:02:59.820 So there's this great analogy I'm gonna share with you is,
00:03:03.560 I'm gonna try to remember it,
00:03:04.520 but it's a circus comes to town, okay?
00:03:07.780 And you put the sign on,
00:03:12.020 you put the circus date that it's coming
00:03:14.340 and you put it on a wooden sign
00:03:16.280 and you stick it in the middle of an intersection,
00:03:17.980 that's called advertising.
00:03:19.600 You take the elephant and you let it loose in the,
00:03:26.200 you know, in the city and it creates a big problem.
00:03:28.600 That's called public relations.
00:03:30.560 You, you know, you get the mayor to talk about it.
00:03:34.520 That's called a different thing, right?
00:03:36.720 You have the booth and you have a person going to the mall
00:03:40.160 and they're convincing people to go to the circus
00:03:42.180 and they're buying tickets, that's called sales, okay?
00:03:45.820 And you have all these different things
00:03:48.080 that you could do for the circus
00:03:50.140 and all of that will generate ticket sales,
00:03:52.960 but that strategy, that's called marketing.
00:03:56.200 And what I feel is some people confuse that word
00:03:59.260 with the tactics.
00:04:01.080 And to me, it's about designing the tactics
00:04:03.580 to actually produce the results.
00:04:05.600 So marketing is more than just,
00:04:07.540 because you can't just hire an agency.
00:04:09.300 People do this all the time.
00:04:10.260 They hire an agency and they say like,
00:04:11.600 generate leads for me on Facebook.
00:04:14.120 That's interesting and they can do that
00:04:16.840 if you give them the strategy.
00:04:18.360 So the marketing strategy is what is our core customer?
00:04:22.820 What is the problem we're solving for them?
00:04:24.800 What's the message that we're gonna lead with in the market?
00:04:28.040 What are the assets involved in that communication stream?
00:04:31.560 And then what channel are we gonna go put that in
00:04:34.400 to make the awareness of that, you know,
00:04:37.420 of the pain that we solve?
00:04:39.440 And then you can give that to an agency to go run ads, okay?
00:04:44.120 But where it always falls down is when people think
00:04:47.620 that marketing and tactics are the same thing.
00:04:50.320 And they're not, the tactics are individual.
00:04:52.900 Marketing is the strategy.
00:04:54.440 And if you don't have a strategy for who you sell to
00:04:57.580 and how you communicate with them
00:04:59.500 and build the infrastructure for automation
00:05:01.960 and for monitoring stuff,
00:05:03.640 then you're just gonna have somebody take over
00:05:05.740 an activity and a tactic and they're gonna fail
00:05:07.780 because nobody owned the marketing strategy side of things.
00:05:10.480 So that's number one.
00:05:11.400 Number two is create the plan, okay?
00:05:13.800 Create the plan, here's what I mean by that.
00:05:16.260 Marketing is not just a thing, it's the whole stack.
00:05:19.300 So when I start working with a new coaching client,
00:05:22.580 my private clients, I always do what's called a growth map.
00:05:25.360 And we identify not only the message
00:05:28.680 that we're gonna put in to kind of get the person
00:05:30.680 to become an opportunity, we also look at the channel
00:05:33.540 we're gonna put that message in,
00:05:34.640 then we're gonna look at the conversion tool,
00:05:36.160 how do we actually sell?
00:05:38.140 Is it a trial, is it a demo, is it a proof of concept?
00:05:41.840 And then if they don't buy,
00:05:43.200 what is the follow-up structure?
00:05:45.080 And that is the plan, that is a complete stack.
00:05:48.260 If I know the channel I'm putting the message in,
00:05:50.600 the message is gonna get this person to respond,
00:05:52.480 how I'm gonna sell them and it's working,
00:05:54.400 and then what do I do to follow up and it's working.
00:05:56.680 If I can get all those four things green,
00:05:59.660 then I actually have a complete plan.
00:06:02.780 And what I see often in marketing world is people that,
00:06:06.760 you know, it's kind of like if I'm building a house,
00:06:08.880 all they do is clear a lot and then they start,
00:06:12.420 you know, getting some wood and start framing up walls.
00:06:15.520 It's like, okay, you're gonna just frame up walls.
00:06:17.920 And what are you, you're gonna just,
00:06:19.400 you're gonna put this here, they're like, yeah.
00:06:20.940 So like they launched Facebook ads
00:06:22.920 and they have no backend automation
00:06:25.720 to get somebody scheduled.
00:06:26.680 So they're just like, run some ads, get some leads.
00:06:29.320 And then what, they like email the prospects.
00:06:32.660 They try that, but then it doesn't work
00:06:34.520 because there's not enough volume.
00:06:35.440 And then there's not enough throughput and it's slow.
00:06:37.420 And the people that download it
00:06:38.600 aren't hearing from anybody for weeks
00:06:40.340 because the person's busy doing other stuff.
00:06:42.080 and it's just such an interesting concept.
00:06:44.360 So if you don't design the complete stack and plan,
00:06:48.020 then your marketing strategy will not work.
00:06:52.320 So it's not even just the tactic
00:06:53.960 of what channel you're putting in
00:06:55.200 and what you're gonna use to get them to converse with you
00:06:59.160 or respond to you, it's also what happens after the fact.
00:07:03.120 And then if somebody doesn't buy, what's the follow-up?
00:07:05.620 Because once you build that complete stack,
00:07:08.500 then you know if you put 100 people in the top,
00:07:11.220 You know how that's gonna produce at the bottom,
00:07:13.540 but I mean, I see people put 100 people in the top,
00:07:15.960 and then only one person ends up at the bottom.
00:07:18.280 It's not that you couldn't have got 10,
00:07:19.940 but you didn't look at it through a complete funnel,
00:07:22.220 and people are dropping off at different stages.
00:07:24.200 Your sales calls were horrible, you didn't have follow-up,
00:07:26.900 you didn't have a great conversion tool,
00:07:28.860 you didn't have a great lead magnet,
00:07:30.060 and essentially those 100 people turned into one
00:07:31.880 instead of 10, and then you think,
00:07:33.660 oh, this channel doesn't work, Facebook doesn't work for us,
00:07:36.440 LinkedIn ads don't work for us,
00:07:37.760 Twitter doesn't work for us,
00:07:38.780 going to events don't work for us.
00:07:40.500 No, the strategy completely can work, okay?
00:07:44.500 Because if it didn't, people wouldn't do it.
00:07:46.500 If you go to an event and there's a booth there
00:07:48.960 and people are promoting their business,
00:07:50.880 people wouldn't do that if it was ineffective.
00:07:52.800 They wouldn't do that if it wastes money.
00:07:54.560 You didn't figure it out
00:07:55.700 because you didn't design the plan.
00:07:57.460 You were building the house, you cleared the lot,
00:07:59.120 and you just started framing up walls
00:08:00.240 and thinking, this is how I build a house, okay?
00:08:02.080 You need the blueprint, you need to evaluate it,
00:08:04.420 you need to get the engineering stamp done
00:08:06.580 so the whole thing doesn't fall in on itself.
00:08:08.280 So you need to design the plan.
00:08:10.260 Number three is no measure, no growth, okay?
00:08:13.760 I can tell within 30 seconds
00:08:16.320 of talking to any software founder that I coach
00:08:18.980 the maturity of their marketing
00:08:21.220 based on the ability for them to answer simple questions.
00:08:24.480 How many leads you generate?
00:08:26.400 What does those leads cost?
00:08:27.640 How many of those convert to opportunities?
00:08:29.380 What does that cost?
00:08:30.700 What's the show rate?
00:08:32.040 What's your conversion rate from sales calls, et cetera, et cetera.
00:08:34.560 I can literally ask a handful of questions
00:08:36.840 and based on how they answer, I can tell.
00:08:39.600 and it's little things,
00:08:40.600 because I can, if they say something like,
00:08:42.520 oh, I think it's about 36 a month.
00:08:44.980 I can just tell they don't really know.
00:08:46.500 About 36 a month.
00:08:48.060 These are data points that you should be measuring
00:08:50.520 daily on the marketing team, weekly as a department,
00:08:54.100 and definitely weekly as an executive leadership team.
00:08:57.220 So if you're the founder and you can't specifically tell me
00:09:00.380 how many leads, how much pipeline, what did it cost,
00:09:03.580 then you don't know what's going on
00:09:05.560 in the marketing department.
00:09:07.140 And you think, well, I'm just,
00:09:08.140 I give that to somebody else.
00:09:09.040 aren't they supposed to run it you're responsible for revenue generation that is a core component
00:09:14.400 of that engine and you want to at least get on a weekly basis those numbers so no measurement
00:09:20.000 no growth i see this all the time it's like if you can't measure it you can't improve it so what
00:09:25.680 happens is you have a marketing team that keeps coming up with the next great idea the next great
00:09:29.600 idea i think we should do this i think i think we should do an event let's go spend 40 grand
00:09:35.760 and producing an event, I think it's gonna sell.
00:09:37.960 It's like, well, what about the ads
00:09:40.740 that we're currently running, how are those producing?
00:09:42.620 Well, they didn't really work out,
00:09:43.740 let's just turn them off.
00:09:45.380 Wait a second, why are we turning them off?
00:09:48.060 Tell me where it fell apart, what did you try to fix it?
00:09:50.600 Did you actually like give it two legit tries?
00:09:54.820 No, well why don't, that's already running,
00:09:56.980 we can make something work,
00:09:59.140 something that's running that's not working,
00:10:01.200 that's easier to fix in trying to start something
00:10:03.120 from scratch, or like, you know,
00:10:05.260 I don't think our YouTube's converting.
00:10:07.160 Well, again, what are the numbers?
00:10:10.840 How many leads come from our YouTube channel?
00:10:13.080 What do those leads do
00:10:14.440 in a sales component point of view?
00:10:16.300 Okay, it doesn't work right now
00:10:18.340 because it doesn't have enough volume,
00:10:19.240 but what if you 3X the volume?
00:10:21.100 So the question is, is what could you do
00:10:22.660 without spending any more money or time
00:10:24.500 to 3X the volume of leads coming from YouTube?
00:10:27.820 Oh, well, if you ask it that way,
00:10:30.060 there's actually some really great answers.
00:10:32.600 This is what I'm trying to share with you guys,
00:10:34.300 is that the questions, once you measure,
00:10:37.500 then you'll understand where the lack of growth is,
00:10:40.180 and then you'll be able to ask questions of your team
00:10:42.040 that will get them focused on solving the right problems.
00:10:45.440 Right now, most marketing teams
00:10:46.880 are playing a game of whack-a-mole.
00:10:48.360 They're just like solving one problem,
00:10:50.740 moving on to the next one,
00:10:51.800 it creates another problem solving off the next one.
00:10:53.260 I mean, it's everything from attribution to,
00:10:56.900 I mean, I've seen literally companies,
00:10:59.460 their revenue drop and they don't know why,
00:11:01.940 and it's because they migrated platforms
00:11:04.140 and some automation didn't get migrated.
00:11:06.780 So all of a sudden the email nurture
00:11:09.160 post appointment setting wasn't firing
00:11:12.700 or the SMS notifications, which is another huge,
00:11:16.080 go check out my YouTube channel
00:11:17.320 and search SMS marketing or SMS advantage.
00:11:20.500 You'll find a video where I do like text messaging
00:11:23.180 will increase your show rates by 30%
00:11:26.380 and increase your sales.
00:11:28.020 And if those notifications get turned off
00:11:30.520 and nobody's paying attention and they just say,
00:11:32.480 oh, it's not working anymore.
00:11:33.560 let's go do a different channel, let's go do LinkedIn.
00:11:36.820 This is where people, they not only have no growth,
00:11:40.200 they just waste money.
00:11:41.340 So no measurement, no growth.
00:11:43.260 Number four is assign accountability.
00:11:45.740 So within my organization, all of them,
00:11:48.440 I have an accountability chart.
00:11:50.280 In the accountability chart,
00:11:51.360 every department has the department, it has the people.
00:11:55.520 And on every one of those spots,
00:11:58.180 we have the specific area of responsibility
00:12:02.200 that they are responsible for,
00:12:04.160 which tells everybody else on the team
00:12:06.080 the decisions that they can make.
00:12:08.360 And the reason you want this is because
00:12:10.660 if somebody on your support team
00:12:11.920 sees something go out on Twitter,
00:12:13.720 they wanna be able to go look at the accountability chart
00:12:15.680 and send that to the right person, right?
00:12:18.260 They don't wanna send it to a marketing leader,
00:12:19.600 he's busy with other stuff.
00:12:20.980 You wanna literally create an accountability chart
00:12:24.280 that makes it absolutely foolproof
00:12:27.420 to say who owns YouTube, who owns Facebook,
00:12:30.320 who owns creating the content production schedule.
00:12:34.400 Like every major function in your business
00:12:37.800 should have it tied to a name on the team.
00:12:40.880 So that way the rest of the team knows who to contact
00:12:43.620 if there's an issue and the individual knows
00:12:46.600 what the expectations should be for themselves.
00:12:48.480 Like what am I responsible for?
00:12:50.440 That to me is one of the biggest opportunities
00:12:54.660 of a marketing team is getting just super clear
00:12:57.780 on the accountability.
00:12:59.140 If you own our private Facebook group, you own it.
00:13:02.820 You own the production, you own the content,
00:13:04.980 you own the community, you own the building it,
00:13:08.420 you own the results of it.
00:13:10.140 We invest in it, what are the results?
00:13:12.180 What's the ROI?
00:13:13.100 If we put a dollar amount to the investment every month,
00:13:15.660 how many leads did it generate every month?
00:13:17.460 That is the cost per lead.
00:13:19.260 And it doesn't have to be scientific,
00:13:21.140 it can be very high level,
00:13:22.560 but then that person can start making better decisions
00:13:25.520 around that based on the ownership level
00:13:29.020 of that accountability.
00:13:30.260 So assign accountability.
00:13:32.240 So quick recap, four key strategies
00:13:35.140 for building a world-class marketing demand gen team.
00:13:38.180 Number one is decide the tactics.
00:13:39.800 Number two, design the plan, the full stack funnel plan.
00:13:44.100 Number three, no measure, no growth.
00:13:46.980 If you can't measure it, you can't improve it.
00:13:49.160 And number four, assign accountability,
00:13:52.080 the responsibility and the decisions who owns them.
00:13:55.380 So as I mentioned at the beginning of this episode,
00:13:57.460 I wanna share with you
00:13:58.220 the marketing team designer workbook.
00:14:01.100 So essentially in there, there is a chart
00:14:03.380 and it's got all the different marketing tactics
00:14:05.580 that you can execute.
00:14:06.760 It gives you the opportunity to write the role
00:14:09.240 and the areas of accountability
00:14:10.720 and what tactics they're responsible for.
00:14:13.260 Only one tactic per person.
00:14:15.380 Sure, they can collaborate with other people on the team
00:14:17.720 to get that done.
00:14:18.800 And then I also have the key metrics
00:14:21.260 that you should be monitoring for every marketing team.
00:14:23.540 you can click the link below to download your copy.
00:14:26.620 It's an exclusive resource just for you.
00:14:29.260 If you wanna learn how to design your marketing team,
00:14:31.620 there's a bunch of other stuff in the workbook.
00:14:33.420 Click the link below to download it with the metrics.
00:14:35.760 And if you like this video,
00:14:36.880 be sure to smash the like button, subscribe to my channel,
00:14:39.920 and let me know in the comments
00:14:41.400 what was the most useful thing for you
00:14:43.400 in your marketing team and your marketing efforts.
00:14:45.500 Leave a comment below, let me know.
00:14:47.420 And as per usual, I wanna challenge you
00:14:48.640 to live a bigger life and a bigger business.
00:14:50.940 I'll see you next Monday.
00:14:53.540 Thank you.