Marketing has been around a long time – and so has the marketing department. Much of the organizational chart for marketing was built to accommodate the deployment of outbound or interruption-based marketing. Early adopters of inbound marketing are finding that the traditional marketing organizational charts impede the efficient deployment of inbound campaigns.
Below represents an alternative to the traditional structure of a B2B marketing department and is based on the inbound marketing campaign process developed by Mike Ewing of HubSpot. This structure is built not only to win at inbound marketing, but to win at all marketing.
Offer Team (Content Marketers/Brand Journalists, Statisticians)
Every online initiative that marketing takes on should start with an offer – which generally takes the form of gated content. This is because marketing’s job is to produce sales qualified leads. Website visitors who fully engage with the offer provide information that is critical to the lead scoring process and for determining how qualified they are. Below are some example offers:
- Top of the Funnel Offers – white papers, guides, eBooks, videos, checklists, etc.
- Middle of the Funnel Offers – webinars, case studies, free samples, catalogs, FAQ sheets, brochures, etc.
- Bottom of the Funnel Offers – free trials, demos, assessments, consultations, estimates, coupons, etc.
Marketing departments account for the importance of offers by dedicating at least one staff member to their research, creation, management and retirement. Robust departments can devote an entire team to this initiative and segment the team based on the sales funnel. It is also beneficial to include a statistician on the offer team.
Landing Pages & Calls to Action Team (Web Designers)
Since offers need to reside behind a form on a landing page, it’s ideal to have a web-savvy designer responsible for this unit. The offer team will hand off their written content and concepts for design.
When the design of the offer is complete, the creation and implementation of the landing page and applicable calls-to-action occurs. This team is also responsible for establishing, setting up, deploying and tracking A/B testing for both. When the designer or design team isn’t working on deploying offers or conversion rate optimization, they backup the other units with graphic design support.
Lead Nurturing Team (Marketing Automation Administrator)
According to HubSpot, nurtured leads produce, on average, a 20 percent increase in sales opportunities versus non-nurtured leads. As a result, this person or team is critical to a marketing department. They are also known as ‘closed loop marketers’ because they work within marketing’s automation software and sale’s customer relationship management software.
The job of the lead nurturing team is to create, deploy, track and adjust lead nurturing based on data and direct feedback from sales – in order to deliver the most sales qualified leads as possible. Every offer that is created should have a custom designed lead nurturing campaign deployed.
Email Team (Email Marketers)
This team is responsible for reengaging the leads database anytime a new offer is created. They don’t click and blast. Instead, they meticulously curate targeted segments from the database based on the relevancy of the offer and lead score in order to deliver the right content to the correct person.
This team will work closely with the lead nurturing team because lessons learned in either department can provide value. While the teams are similar and crossover does exist, the email marketing team doesn’t typically work as closely with sales.
Blog Team (Content Marketers, Digital PR Specialists, Editors)
Both earned and owned media creation resides in this department. The content marketers are responsible for developing and deploying blog content with topics similar to the original offer. Editors write, edit and curate owned, earned and paid media, but will spend the vast majority of their efforts on owned blog posts.
Digital PR specialists create content, too, but aim to have it published on other web properties and online media outlets. Their content links to and is similar in context to the offer. They do much more targeted networking to accomplish this task.
Social Media Team (Community Managers, Social Media Marketers)
Distributing content (offers and blog posts), listening, responding and nurturing relationships are the responsibility of this team. They’ll also manage the deployment of any specific campaigns, contests, sweepstakes or giveaways. Ultimately, their success is measured by conversions, sales and satisfied customers.
The structure above works like a machine. Once it’s fully operational web traffic, conversions and sales all start to increase. However, marketing is still responsible for other forms of marketing like trade show execution, pay-per-click advertising, media buys, television, billboards, etc. In many cases these responsibilities can be assumed as an additional team duty. In addition, developers can be included on any of the teams mentioned above.
Each team will work closely together, but the entire department is built for the deployment of offers on a consistent and frequent basis, promoting the offer online to the largest targeted number of people possible and for measuring results.
The management within the department should have analytical visibility of every aspect above in order to identify and take advantage of real-time analytical trends. They should also be able to track real revenue generated by each team within the department.
Implement the above team structure if you wish to create an inbound marketing machine that drives leads and sales in the most efficient manner possible.
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