00.-
Description
Marketing has always been a part of my job. Whether I was a PR & Business Developer for an event startup, held a commercial role for a content agency or while holding market analyst positions for larger corporations.
In my own startups & ideas, the first question has always been: how will we market this --> how will our target audience find us?
01.-
Setup
Strategy
Adapt to the audience
Depending on the type of business (B2B, B2C), the deal-size, the target audience, you can set up a marketing strategy in a million different ways. Sometimes events are more important, sometimes social media channels are the priority, but the structure remains the same.
Lead Generation Tests
Through online and offline strategies, through outbound and inbound channels, find the best way to drive leads through the company’s sales funnel. The key for me is to test a lot of different tactics in trying to find cost-efficient ways of generating leads. After the experimentation, you make a decision to keep or abandon that specific channel and you focus on building the next one. It’s constant experimentation and there’s no guarantee that your best-performing channels will not stop working because they’re exhausted, or the policy changes, or even because your target audience changes their habits.
02.-
Day-to-day
Team Management
Human Approach
In managing a team, my focus is on the human aspect. Working together must be fun. Working must be fun. I don’t believe in authoritative leadership and I don’t believe in complaining either. I do believe in open, personal communication and motivating by example.
Working on the edge
Everyone in the company is here to learn and everyone should try to keep the pace. In a freelance & remote world, I believe everyone should be able to further delegate tasks that are not challenging for them. Of course, you need to have experienced executing a task yourself a couple of times first. But, after that, I try to combat frustration by having each team member challenging him- or herself on a daily basis.
03.-
Conclusion
Check my other work cases to get more practical, real-life projects that I realised over the years.