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The Secrets to Building a Best-In-Class Marketing Team for Each Stage of Growth
Presented by: Michelle Burrows, Damaris Santiago, and Julia Stead
In this talk, the speakers from Allocadia, HighRadius, and Procare Software highlighted key strategies for building and scaling marketing teams effectively at different stages of business growth. Below are the main takeaways from their discussion.
Tools for Scaling Up
- Use Data:
- Leveraging data to make informed decisions is crucial at every stage of growth. Data can help identify trends, measure campaign effectiveness, and optimize marketing spend.
- As your team grows, ensure that data is at the core of decision-making processes to drive efficiency and performance.
- Customer Success (CS) Focus:
- A focus on customer success not only enhances retention but also creates opportunities for upsell and advocacy. Building a marketing team that collaborates closely with CS can provide valuable insights into customer needs and satisfaction.
- Align marketing and CS efforts to ensure consistent messaging and a seamless customer experience across all touchpoints.
- Use Outsourcing – Media Advertising:
- As your marketing efforts expand, outsourcing specific tasks like media advertising can help scale quickly without overburdening internal resources.
- Outsourcing to specialized agencies can free up your team’s capacity to focus on core strategic initiatives while ensuring expert execution of media buys, programmatic advertising, and other paid campaigns.
Your Product Should Drive Efficiency
- One of the key benefits your product should deliver is making people more efficient. Whether it's through automation, data insights, or simplifying workflows, ensuring that your product enhances productivity and streamlines operations for your customers will resonate in your marketing.
- Highlight the efficiency gains in your messaging and use case studies to show the tangible benefits users experience, which can be a powerful driver for lead generation and customer retention.
By focusing on these core elements, you can build a marketing team that scales effectively, aligns with customer needs, and maximizes efficiency both internally and for your customers.
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