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What do marketing teams do all day?

Posted: Mon Dec 23, 2024 4:23 am
by anikaakhi
Likewise, Instagram users want their friends to join the platform—the more friends, the more “social” social media becomes.

Miami’s viral cycle isn’t purely social. It’s professional, too—think Instagram meets LinkedIn. (Maybe Twitter.)

“If more people come here, my job will go better,” Francischetti says.

Specifically, he hopes to soon see Miami have a healthy ecosystem of investors, established businesses, and thriving businesses at all stages, so that “it’ll be a no-brainer” to settle here.

For him, it already is. Goetz plans to move to Miami in July for a year-long trial, but Francischetti and his wife are fully committed.

“We’re here to stay,” he says. Imagine—or maybe you don’t have to imagine—that your company needs a marketing team, but you have exactly zero marketing people. How do you get started?

It’s an increasingly important question. The U.S. Bureau of Labor Statistics predicts that demand for marketing will rise over the next decade, with marketing employment (advertising, promotions, and marketing manager positions) expected to grow 6% from 2019 to 2029, faster than the average occupation.

Marketing Job Outlook 2019-2029
Data source: U.S. Bureau of Labor Statistics
Refine Labs CEO Chris Walker attributes the growing interest in demand generation marketers to the unique impact marketing has on revenue generation. "You no longer need to scale by the number of salespeople," he said on the State of Demand Gen podcast. "You can scale by marketing efficiency."

"You no longer need to scale by the number of salespeople. You can scale by marketing efficiency."

But what is the most efficient way to build and scale a marketing team? Which roles should you bring in first? Do you need to hire in-house marketers, outsource to freelancers and agencies, or a mix of both?

We spoke with MJ Peters, VP of Marketing at fire equipment manufacturer Firetrace, and studied the marketing teams of successful brands to find out how experts think about these questions and determine the hiring sequence.

What Role Does a Marketing Team Play in a Business?
Before we dive into building the right marketing team for your organization, we need to define the role of marketing in a business.

Peters says strategic marketing starts with identifying a business’s ideal buyer. “I think marketing is responsible for identifying the best market opportunity,” Peters told MarketerHire.

“Marketing is responsible for discovering the best market opportunity.”

But identifying a company’s ideal market is only the first step. Once you know who you need to reach, the marketing team can develop a strategy to meet their needs and draw them into your sales funnel.

Peters identifies four strategic marketing initiatives:

Segmentation: How do you segment the market? Which segments are most attractive?
Positioning: Are we creating a category? If not, what differentiates us?
Value Proposition: What key message do we want to promote? What is our pricing strategy?
Go-to-Market Strategy: How will we implement our marketing plan? What steps will we take?
Having a marketing roadmap in place before you start executing can improve a company’s profitability and make the sales team’s job easier. Marketing helps to inject qualified leads into their sales funnel.

Ultimately, Peters said, marketing should act as a strategic partner to the company, advising executives on emerging markets and clearing the way forward.

Marketing team members work together to identify ideal customers azerbaijan mobile phone numbers and manage, craft and distribute targeted messages through paid and organic channels.

These targeted messages help brands stay top of mind throughout the buying process, from initial interest to purchase.

When people go to buy, they have already formed strong opinions and associations with brands in the space. This puts companies that don’t have a brand and aren’t visible online at a disadvantage, especially in crowded categories.

Marketing AIDA Model
Source: Smart Insights
While there is no one-size-fits-all marketing strategy, there are some effective marketing frameworks. One of the most popular is the AIDA model. AIDA is an acronym for awareness, interest, desire and action. Each word represents a different stage in the buying process—and a different challenge for marketers to deliver the message.

Awareness: This is the first challenge in the brand building process – letting the target market know that your company exists.

One way marketers approach this is by using long-form, long-tail SEO content to drive website traffic.
Interest: At this stage, marketers need to spark curiosity in their target audience.