When it comes to B2B Marketing, much more goes on behind the scenes to create (and keep) those campaigns running smoothly. From cross-collaboration to Rooibos tea, we’re taking a look behind the scenes for a sneak peek at a day in the life of…
Tami McQueen – Director of Marketing, SalesLoft
4:45 AM – The alarm sounds at sparrow’s on summertime mornings and I hit the Atlanta Beltline. There are at least three backup alarms, each with some level of lyrical genius that will hoist me out of bed. On my light run, I’ll listen to a Spotify playlist or an audiobook (currently: The Hard Thing About Hard Things), and thumb through social networks; Twitter, Instagram, LinkedIn, Facebook (in that order), and skim emails, while strategically avoiding a faceplant into other oncoming runners.
7:30 AM – En route to the SalesLoft office, I phone my mom in South Africa (+7 hours), for a quick chat about the day.
8:00 AM – I arrive at the office in Buckhead, stopping for a quick coffee at Octane next door. About once a week, I’ll meet with someone early in their career to offer advice, build out a professional growth plan, or introduce them to others. I want to be a door opener!
8:30 AM – Check in with the team, high-fives and hellos, and settle at my desk.
8:40 AM – Daily marketing team all-hands. The team runs (100mph) on agile methodology and we have a daily standup to connect across specialty teams on objectives for the day and any roadblocks we’re facing. This rapid-fire meeting allows us to focus on immediate action items that helps the team and each individual reach quarterly OKRs and key metrics.
9 – 11 AM – During months of strategic planning for Rainmaker (and Dreamforce), I schedule and send a series of email cadences to our partners and to potential sponsors to schedule meetings. One-on-ones with the team are scheduled during the morning hours and Slack serves as our means of communication throughout the day. We use the time to review social media campaigns, performance metrics and conversions, executive team speaking opportunities, and ongoing event strategies.
Lunch is often on the go – I serve on the Board of Directors for the Kula Project, so I regularly use the time to connect with the team; review and drive fundraising campaigns, connect with our families in East Africa.
3 PM – I reconnect on the morning’s cadences and run calls with potential partners. Cross-collaboration among teams is pivotal and it’s all-hands on deck as I connect with the demand gen team to follow up on a personalized video email campaign that our content team produced to drive ticket sales.
I’ll connect with our social team on upcoming events that we have a keynote address or sponsorship opportunity. The social team will send customized content specific to each department to help drive engagement and manage company-wide branding.
5 PM – The day starts to slow down and I enjoy diving into projects that require 100 percent of my focus. At this point, I’ve sourced a piece of chocolate or three and I’ll power through hard-pressed deadlines before calling it a day.
6 -7 PM – I’m off to a networking event with #ChooseATL or panel discussion at General Assembly. This allows me the opportunity to connect with the Atlanta tech and marketing industry, while still learning and championing the city of Atlanta.
9 PM – I’m settled at the kitchen island at home with a cup of Rooibos tea to *read the entire internet, skim through emails, quench my global wayfarer tendencies by reading traveller’s blogs, and catch up on the #general Slack channel for a few laughs. Throughout the day I’ve shared a few social posts of my own on @localATLast, and will spend this time building online social networks and spearheading the hashtag #wearingheelsbro
After that it’s bedtime. I always say; I don’t go to sleep, I fall asleep…when there’s no more left to give.
Over and out!
The new year has begun, and most of us probably have a list of things we’re going to do better now that a fresh new year is underway. That said… B2B marketers know that there’s no such thing as a fool-proof plan, and sometimes expectations aren’t quite reality. Much like the amazing cakes and crafts on Pinterest that are somehow not quite right when you try it in real life, here are some marketing moments where things don’t quite live up to expectations:
Emailing Our Lists
Marketers when we’re drafting emails to a new list of prospects:
Marketers when we’re sending those emails to a new list of prospects:
Marketing on Social Media
What we think it’s going to be like when we start a new social media account:
Versus what it’s actually like:
Making great content always seems simple… at first:
Until draft #3:
What are some of your marketing ups and downs? Let us know in the comments!
More honest, more caring, more generous.
It’s all a choice, isn’t it?
We can choose to dream better, connect better and contribute better.
Sometimes, in the rush for more, we get confused about what better means, and how attainable it is.
If you are lucky enough to be with family today, I hope you’ll get a chance to use our beloved Thanksgiving Reader around your table. It’s a free PDF that you can print out and use for group readings.
Storytelling. It’s been a buzzword in marketing for the past 5 years, and while it would be easy to dismiss it along with all the other buzzwords that are either fads or trends, B2B marketers shouldn’t. One of the greatest assets a marketer has is their story. Companies have them, too. Pardot didn’t end up where we are here in 2016 without making plans and executing those plans, without our great people, and without leadership. Pardot has a story. Your company has a story. You have a story, and that story is your “story equity”, meaning it’s the value you bring to the table everyday. It started before your first day, and hasn’t ended yet – it’s still being written everyday.
Why Your Brand’s Story Matters
Your personal, professional and company story answers the what, why, and how. It tells your clients and prospects exactly who you are, and what you do. It highlights your unique value proposition. Only you and your business have travelled THAT particular path that’s taken you to where you are today. The Salesforce story (which is documented in the book “Behind The Cloud”) helps frame who we are as a company, from how and why we donate our time to nonprofits, to how we help each other along our individual career journeys. Most companies are born out of a question, or a need, or something that just didn’t exist in the marketplace, and this is your chance to show off the reason you do what you do.
Storytelling Connects You with Your Customers
How do you show clients and prospects how you’re going to help them succeed? Tell them your story. Show them how you can help them grow their business the way that you grew yours. It’s important to connect who you are with the business of your customers. Send emails to mark occasions that are important to your customers – like holidays and their birthdays. Take a little time to send these personalized but not salesy little notes to show them that you care. Use what you’ve learned about them during the buying process to make it genuinely personal. That’s important because as you lead them through the buying cycle, they go from being a casual follower or observer in the marketplace to an active participant IN your story. At the end of that, you’ll both grow. When you really get down to it, your story is everything. It’s the people and the process and the values that your company cherishes that make you stand out from the crowd.
Making Your Brand’s Story Part of Your Strategy
As customer experience becomes more and more important as a differentiating factor, the stories you can tell your clients and prospects need to take center stage, because they’re what sets you and your brand apart. You can share your stories through social media, tweeting pictures of your team, or creating Facebook posts to mark major internal milestones. Or you can share through your content, highlighting your appreciation for your customers, and sharing how your business came to be what it is. Telling your story should become a key part of your overall content strategy, because remember, people don’t buy from brands or companies, they buy from people, and your company’s story isn’t about a brand or a company, it’s about the people who helped create it and helped innovate and make it better every day.
I have no idea if the bottom of the Hudson River is smooth or not. I know that on a calm day, the surface is like glass.
One reason to lower the water level of a system you count on is to see what’s messing things up. You can discover what happens when you operate without slack, without a surplus… you want to know what’s likely to get in the way…
This is the essence of Toyota’s quality breakthrough. When Toyota got rid of all the extra car parts held in reserve on the assembly line, every single one of them had to be perfect. If a nut or bolt didn’t fit, the entire line stopped. No cars got made until the part was perfect.
This seems insane. Why would you go through the pain of removing the (relatively) low cost buffer of some extra parts? The answer, it turns out, is that without a buffer, you’ve lowered the water level and you can see the rocks below. Without a buffer, every supplier had to dramatically up his game. Suddenly, the quality of parts went way up, which, of course, makes the assembly line go faster and every car ends up working better as well.
Fedex had to build a system far more efficient than the one they use at the Post Office. When you only have 12 hours to deliver a package, the rocks will kill you. Now, when they need to deliver something in three days, they’re still way better at it than the post office is. Fewer rocks.
The purpose of sprinting without slack isn’t that you will always be sprinting, always without extra resources or a net. No, the purpose is to show you where the rocks are, to discover the cruft you can clean out. Then, sure, go back and add some surplus and resilience.