Full-Funnel B2B Marketing Show Episode 14. How to build a killer marketing team with Jorn Vanysacker
Apr 14, 2020
36:05
Never miss a new episode: https://sendfox.com/lp/mnyll3
In this episode you'll learn:
* The "symptoms" of high-quality lead
* Triggers that show it’s the right time to suggest lead to schedule a product demo?
* The process behind killer sales calls
* What are the right questions to ask during a discovery call to move lead closer to accepting the deal?
* How to finish the product demo to close successfully most of your calls?
* How to close "I need time to think" leads
* Juraj's favorite lead generation tools
More on the topic:
1. How to create a B2B marketing strategy with Kieran Flanagan: https://www.spreaker.com/user/10694291/podcast-with-kieran-flanagan
2. System B2B growth marketing with Ferdinand Goetzen: https://www.spreaker.com/user/azinkevich/podcast-with-ferdinand
3. Full-funnel B2B marketing or how to make marketers revenue responsible with Matt Heinz: https://www.spreaker.com/user/10694291/podcast-with-matt-heinz
What is the role of the VP of marketing and how to hire the right people to your marketing team?
Sometimes happens that the CEO or founder has a lack of marketing background. It is very important that the CEO has to acknowledge the investment — it requires building out a good marketing team and building out a good brand.
Jorn suggests that the role of the VP of marketing at any organization is at least to construct strategy with the CEO and COO. Also, it is necessary to set out the targets that the organization needs to accomplish and then to dive into those targets. It’s very important to find a clear marketing strategy.
The organization needs to diversify efforts — not only does content marketing but also do some experiments on the side.
The VP marketer should be capable to think outside the box from time to time as well as to see how it is possible to accomplish the targets that were set out.
Who is the first person that should hire a content marketer or VP of marketing? Who can develop a marketing team?
Firstly, it is better to hire a jack-of-all-trades. It’s good when you have someone who has a wide set of skills, someone ho can force himself to learn new things, shoot videos with his camera, etc.
Recommendation for hiring great marketers:
There is no common recommendation. It depends on the roles that are necessary to fill in. It’s better to give certain cases to a person and see how he/she would handle that. You have to determine for yourself what exactly you’re trying to accomplish, and if this requires only one set of skills, you need someone to be perfect at it.
Should the VP of marketing be involved in the process of hiring or it’s better to delegate this to HR?
Surely, VP knows better what and who he needs for his team — what kind of personality or mindset he wants. The initial selection can be dedicated to HR, but then the VP should be involved in interviews.
With Jorn, we’ve discussed the advantages and disadvantages of full-time marketer and freelancer and when it’s necessary to outsource marketing to an agency
In this episode you'll learn:
* The "symptoms" of high-quality lead
* Triggers that show it’s the right time to suggest lead to schedule a product demo?
* The process behind killer sales calls
* What are the right questions to ask during a discovery call to move lead closer to accepting the deal?
* How to finish the product demo to close successfully most of your calls?
* How to close "I need time to think" leads
* Juraj's favorite lead generation tools
More on the topic:
1. How to create a B2B marketing strategy with Kieran Flanagan: https://www.spreaker.com/user/10694291/podcast-with-kieran-flanagan
2. System B2B growth marketing with Ferdinand Goetzen: https://www.spreaker.com/user/azinkevich/podcast-with-ferdinand
3. Full-funnel B2B marketing or how to make marketers revenue responsible with Matt Heinz: https://www.spreaker.com/user/10694291/podcast-with-matt-heinz
What is the role of the VP of marketing and how to hire the right people to your marketing team?
Sometimes happens that the CEO or founder has a lack of marketing background. It is very important that the CEO has to acknowledge the investment — it requires building out a good marketing team and building out a good brand.
Jorn suggests that the role of the VP of marketing at any organization is at least to construct strategy with the CEO and COO. Also, it is necessary to set out the targets that the organization needs to accomplish and then to dive into those targets. It’s very important to find a clear marketing strategy.
The organization needs to diversify efforts — not only does content marketing but also do some experiments on the side.
The VP marketer should be capable to think outside the box from time to time as well as to see how it is possible to accomplish the targets that were set out.
Who is the first person that should hire a content marketer or VP of marketing? Who can develop a marketing team?
Firstly, it is better to hire a jack-of-all-trades. It’s good when you have someone who has a wide set of skills, someone ho can force himself to learn new things, shoot videos with his camera, etc.
Recommendation for hiring great marketers:
There is no common recommendation. It depends on the roles that are necessary to fill in. It’s better to give certain cases to a person and see how he/she would handle that. You have to determine for yourself what exactly you’re trying to accomplish, and if this requires only one set of skills, you need someone to be perfect at it.
Should the VP of marketing be involved in the process of hiring or it’s better to delegate this to HR?
Surely, VP knows better what and who he needs for his team — what kind of personality or mindset he wants. The initial selection can be dedicated to HR, but then the VP should be involved in interviews.
With Jorn, we’ve discussed the advantages and disadvantages of full-time marketer and freelancer and when it’s necessary to outsource marketing to an agency