Managing Marketing Teams with Input-Based Thinking

@brightedge #share16
MANAGING MARKETING TEAMS
BY INPUTS IN A WORLD
OBSESSED WITH OUTPUT
Garrett Mehrguth, CEO

@brightedge #share16@brightedge #share16
Expectations Vs. Reality
Business & Career Elevation @gmehrguth

Input Based
Thinking Vs.
Output Based
Thinking
What’s the
Difference

◆ One exceptional piece
of content a day
◆ 10 HARO pitches
◆ 5 excellent Quora
responses
◆ Etc.
◆ 5,000 new visitors
◆ Picked up on 5 relevant
sites
◆ Increase brand
awareness by 25%
◆ Etc.
Input Based Thinking vs. Output Based
Thinking

Current Inputs
In Our Own
Marketing Mix
…it’s working

◆ 5 Quora responses a day
◆ 10 HARO pitches a day
◆ 1 piece of gated content
◆ 20 email pitches to guest post on Monday
◆ 2-3 guest posts
◆ 2 blog posts
◆ 2 Paid social campaigns
◆ 5 new tests
Current Inputs We’re Testing (and loving!)

The Output You Ask???

A SECRET INPUT…

◆ Improve PPC = Build SKAGs + Custom Landing Pages
◆ Improve Organic Rankings = Guest Blogging
◆ Grow top of funnel content awareness = Quora and
relevant forums
◆ Improve Conversion Rates = Add video
◆ Etc.
What Input Will Get You to Your Goals?

What Input Will Get You to Your Goals?

How will you
build your
team? Clear Roles
Are Crucial

Build Your Team Based on the Inputs You Need

Setting Up the
System Having a
Clear System
is Critical

Setting Up Your Input Driven Marketing Team
◆ Step 1: Choose Your Software
– Asana
– Trello
◆ Step 2: Get Growth Hackers
– It’s free
– Forces you to ask “Why” and ”What Your Are Testing”
– Force yourself to ask… “What’s Next?”

◆ Step 3: Determine Your Objectives…
– Increase leads to 100 a week
– Increase close rate to 30%
– Earn 10k YouTube Subscribers
– Close 30 accounts

◆ Step 4: Choose your inputs
– Assign repeating weekly inputs into Asana or Trello

◆ Step 5: TEST…TEST…TEST
– You can always build a better cake

IDEAS
INPUTS

Ideas Are Really Just Inputs
◆ What inputs will we test this
week?
– Inputs must be testable
– Should have a direct impact
on your roadmap
– Failing is not a problem. Not
learning is.

Launch the Right
Tests Impact
Confidence
Ease

Rapid Testing Based On I.C.E
◆ IMPACT
◆ CONFIDENCE
◆ EASE
◆ = Overall Score

It’s a Sprint Not
A Marathon Yesterday
won’t cut it
today

Managing Your Team on Weekly Sprints
◆ THE RULES
– COME PREPARED
– HAVE YOUR DATA AND TABS
OPEN
– NO BRAINSTORMING
– NOT A LISTEN TO LEADER
SESSION
– NO LAUGHTER (jk)

Managing Your Team on Weekly Sprints
◆ The Agenda
– Update Progress on Roadmaps & Focus (15 min)
– Review previous inputs and learn (10 min)
– Document lessons learned from completed inputs ( 15
min)
– Choose new inputs (15 min)
– Select inputs for this week and increase velocity if
possible (5 min)

Growth Isn’t
Just Acquisition
It’s…
Acquisition
Activation
Referral
Retention
Revenue

Permeating Inputs Throughout the Organization
◆ Acquisition
◆ Activation
◆ Referral
◆ Retention
◆ Revenue

◆ Acquisition Inputs
– Video on form page explaining what you will get if you fill out form
– Paid lists and review sites that rank organically for your keywords already
– Adding a video to homepage
– Build out more emails in campaign

◆ Activation Inputs
– Follow up calls within 5 min of
form submission
– 10x less likely to close if
contacted after 10 minutes
– Email upon submission that has
link to third-part review sites

◆ Referral Inputs
– $150 gift card for any referral to
marketer at an awesome company
– Asking for NPS each month and
addressing
– Running social media campaign to
landing page asking for referrals
– Use retargeting to send ads to people
who have hit your payment page

◆ Retention Inputs
– Loyalty bonuses for clients been
with company for over 1 year
– Tickets to local sports team
– Improving quality of product by
bringing in talented PM
– Turning on video during
weekly/monthly meetings

◆ Revenue Inputs
– Calling at least six times
– Sending video of meeting
agenda
– Improving sales collateral
with new graphics
– Adding video to outbound
email cadence

Lessons
Learned • 80/20
• Do new things
confidently
• Fail Fast

THANK YOU!

Managing Marketing Teams with Input-Based Thinking

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