We’ve compiled a list of the best answers to help you skyrocket your marketing efforts and boost your career decisions.
And if you're a young salesperson, you need to become more excited about filling the pipeline than the marketing team is.
If you don’t understand how the sales pipeline works, or fully understand the buyer’s journey, you’re probably not approaching marketing in the right way. You want to grow the business… you want to grow revenue.
Marketing is always seen as a cost centre, as opposed to a revenue generator. Build relationships. Talk to the right people constantly. Talk to them in a language that they like; “for me it’s always been about ROI”.
In-house marketers have a tough job as you’re often part of a small marketing team, and have lots of hats to wear… your agency can make your life much easier. If you’re signing up for a 6 month contract, the trajectory of your career could be dependent on how well your agency performs.
The C-suite don’t necessarily care if it makes money or not, they just want to be seen on the front page. Make sure there is some kind of budget or awareness to cater for the ego-stroke.
If you decide to choose a performance marketing model, you’ll be incentivising short term activities and short term actions. However, it’s often the long term brand building activities that are critical to success in 6-12 months time.
They need to be able to answer two questions; can I understand this data, and can I use it?
The technical side of SEO is the hardest part to wrap your brain around. But it’s also extremely creative. Balancing both is the key to success in an SEO role.
Too often the marketer is the end person who has to solve so many other people’s problems. The product manager has messed up this… the deadline is tomorrow… and you’re supposed to make it all look pretty. Be brave, have disruptive conversations and be prepared to be unpopular.
If you try to be a jack of all social media trades, you’ll be a master of none. So focus on being a master of one.
If you’re not interested in it, you’re not going to work as hard. It’s going to feel like a chore. Be brave and get out of your comfort zone.
Someone working in marketing should be very clear on their strategy. Strategy doesn’t just tell you what you should it, it also tells you what you shouldn’t.
For businesses that have never done email marketing, it would be best to start with a manual nurturing calendar. Don’t sell in every email, and be human. HTML emails are awesome but B2B requires plain text and human touch.
Stop thinking in terms of vanity metrics such as how many people viewed your LinkedIn page. Those are important as a marketer, but if you want to elevate yourself as a business partner, you need to think in terms of revenue.
The term best practice means basically everyone is doing it... It’s hard to innovate on something that everyone is doing. Don’t be afraid to push the needle and take some big swings while driving impact. But you can’t push the needle if you don’t have the fundamentals in your job. Spend the first six months hitting metrics and delivering what your company needs from you.
As futurists, we don't give out 3 points to fix all of your problems. Instead, we ask questions to get your creative wheels into motion.
Hardly anyone does this, but the learnings would be plentiful. You will then be able to brief better, understand more, and upskill yourself.
Representation is vital. If you haven’t got someone in your team from Generation Z, it’s a missed opportunity - they are invaluable and you will learn so much from them.
Don’t overcomplicate e-commerce. The fundamentals work the majority of the time.
If you pretend to be someone you’re not, you’re going to grow, but you will grow in the wrong ways. What younger generations are particularly good at, is sniffing out dishonesty.
Whether you hire university graduates, people at university or young people without much experience… you will slowly but surely reap the benefits. And if you do already have juniors in your business, know that anything that comes naturally to you, doesn’t necessarily come naturally to them. Don’t underestimate the value of training and constructive feedback.
You’re only going to learn so much by looking at your current pool of customers. The best market research lies with the people who chose not to purchase your product or service.
Know who your target audience is and be clear about it. Otherwise you’re opening yourself up to too many variables.
Kayley is the Marketing Coordinator at Rocket Agency, and works with the team to deliver insightful and informative copy, organise their webinar events, and manage the company’s organic social channels. She also produces the Smarter Marketer Podcast, the definitive podcast for Australian marketers, hosted by Rocket's Co-founder and Director, James Lawrence.
Previously, Kayley worked at Fujitsu General Australia where she ran their Paid Social ad campaigns, worked end-to-end on their national campaign, assisted in their website overhaul project, and supported the execution of several company and external events.
She has also managed organic social media channels for local businesses in both the hospitality and construction space, to build brand awareness in the local community by skyrocketing both followers and engagement.