In this episode we talk to Todd Kunsman, Head of Marketing at EveryoneSocial.
He lays out a 3-step framework for determining your marketing priorities, especially when heading up a new team:
1. Start with the CEO (if possible) & Head of Sales
Is there a brand visibility issue or is demand gen the area that needs the most work?
2. Get to know your customers & your competitors
Where are there gaps in your competitors’ marketing that you can see online. Don’t stop at getting to know prospects via sales call sit-ins. Talk to Customer Success & have those conversations inform your buyer personas, as well.
3. Take extra time to research the state of your industry & your niche in the market.
It may be tempting to jump into execution too early, but determining both long-term & short-term goals very clearly in this step can help you avoid wasted time in early marketing efforts.
James Carbary is the founder of Sweet Fish Media, a podcast agency for B2B brands. He’s a contributor for the Huffington Post & Business Insider, and he also co-hosts a top-ranked podcast according to Forbes: B2B Growth. When James isn’t interviewing the smartest minds in B2B marketing, he’s drinking Cherry Coke Zero, eating Swedish Fish, and hanging out with the most incredible woman on the planet (who he somehow talked into marrying him).