For the mid-afternoon expert panel session at Startup Marketing Conference, an esteemed group of marketers and technologists discussed how to manage a marketing organization that supports sales at all sizes of business. Panelists included:
Adam Metz, VP BD, Pandadoc (host)
Mike Berger, Director of Product Marketing @ Marketo (SMB)
Mikita Mikado, CEO, Quote Roller (startups)
Martyn Crew, Founder and CEO, Bootstrap Marketing (enterprise)
The first question related to each of the panelists first marketing objective and how they each nailed it. Mikado’s objective was signups and it took him three months to gain 4,000 users, but very few converted to paying customers. Crew’s enterprise background meant marketing supported sales and the key objective was deal flow. Berger’s primary objectives related to fueling the demand generation engine, putting in a system of measurement that correlated with business outcomes and creating a compelling story that differentiated the brand (messaging and positioning).
The next question: In the last five years, what was the single worst investment you made in marketing? Crew stepped up and led with general feedback from clients who were asked that question and the answer was universally “feel good” marketing campaigns (colors, fonts, and other fun stuff). Mikado’s thought was on hiring talent you don’t need... Read more