Mindful B2B Marketing | Business Growth and Social Impact (Former: Forward Launch Your SaaS) - How to Manage Marketing Channels Like A Stock Portfolio -- Emil Kristensen, CMO at Drip

How to Manage Marketing Channels Like A Stock Portfolio -- Emil Kristensen, CMO at Drip

12/05/22 • 33 min

Mindful B2B Marketing | Business Growth and Social Impact (Former: Forward Launch Your SaaS)

TIMESTAMPS

03:57 - Thinking of marketing channels “Stock Portfolio”

07:10 - Validation process

14:53 - Crafting your marketing team

23:51 - Short and long-term bets in marketing

25:39 - The thing that most marketers fail to do

GUEST BACKGROUND

Emil Kristensen is currently the CMO of Drip - a marketing automation platform for eCommerce. Previously he was the founder and CMO of Sleeknote. He also hosts a Danish podcast called Marketing Brief with over 3 million downloads.

MAIN INSIGHT

Interpreting marketing channels as a stock portfolio can give you better decisions and understanding.

KEY TAKEAWAYS

When you invest in multiple channels, you must give them time and resources to show its results
There’s no hack to growth in marketing
Selecting marketing channels involves a validation process
Analyze your competitors and do exactly what they are not doing
Recreate your competitors’ org structures from LinkedIn when crafting your marketing team
Short-term bets in choosing a marketing channel is a bet you want to take and see if it is good to invest for your long-term bets/goals
If you find something that works, try putting a little more effort into it over time, rather than doing new things every single time

PRACTICAL STEPS

Choosing which marketing channel to put in your marketing “portfolio”

Figure out what skills are already in your marketing team
Analyze what are the KPIs of your company
Analyze your competitors’ weaknesses and identify opportunities to beat them
Use this information to craft your team and decide which marketing channels to invest in
Set a goal framework for your team (short and long-term goals)

TIPS FOR SUCCESS

Don’t copy what your competitors are doing
Instead of trying new things, do more of the things that have already been validated

Previous Episode

How to get your team to deeply understand customers -- Clay Kramer, Head of Product at SEORadar

GUEST BACKGROUND

Clay Kramer runs SEORadar; a SaaS company focused on helping marketers and SEO managers to have visibility over their website's changes that impact organic traffic. He has over 10 years of experience as a product manager, where he delivered results and more than doubled engagement and monetization.

MAIN INSIGHT

Understanding your customer and broadcasting it to your team can help you decide your marketing strategy and positioning.

KEY TAKEAWAYS

Broadcast the insight you get from your customer to your team
Cut out the assumptions
Understanding their language and terminology can help you create marketing content and redesign your copy

PRACTICAL STEPS

Invite a potential or existing customer to hop on a call
1. You can give incentives such as Amazon gift cards
Let the customer walk you through their day-to-day activity
Allow the customer to speak out and avoid interrupting them
Ask them what would happen if your product were gone tomorrow
Summarize and add your perspective
Broadcast to your team

TIPS FOR SUCCESS

Filter the best conversation you had with the customer before sharing it with your team
Only take snippets of the conversation you had with the customer and share them with your team
Don’t be afraid to experiment and redesign your software from the insights you received

Next Episode

How The 1-Hour Rule Can Help Your People Do Meaningful Work -- Nitesh Banta, CEO, and Co-Founder at B12

TIMESTAMPS

(03:36) The 1-hour Rule

(08:01) The Scale-up modes in startups

(10:00) Implementing the 1-hour rule

(14:55) Having a better perspective with everyone’s ideas

(16:00) What you are excited about versus what the users might want

(20:19) Launch fast and learn quickly

(25:25) Have an action-oriented mindset

(27:00) Put yourself in your buyer’s shoes

GUEST BACKGROUND

Nitesh Banta believes technology is a force to be reckoned with, which drove him to co-found B12, a human-assisted AI that builds your website in 60 seconds. He completely swapped the business and company strategy from self-serve to enterprise and built a marketing team and strategy from the ground up.

MAIN INSIGHT

Using the 1-hour rule that Nitesh implemented at B12 helps you and your team to be more productive

KEY TAKEAWAYS

For early-stage companies, it is important to focus on the phase of learning and validating their ideas
The 1-hour rule gives you real-time feedback from your users/customers
Give everyone on your team the opportunity to share ideas
Talk and observe the behavior of your users to know what their preferred platform is
Be clear on the process and try to understand what the output looks like with that process.
It’s more important to have the mindset (putting yourself in your buyer’s shoes) than the process to follow

PRACTICAL STEPS

Brainstorm to figure out the intersection between what you are excited about versus what the users might want.
Think about how you could get started with that idea and test it within an hour (or the quickest possible version of the idea)
Jump in and do it - see what happens

TIPS FOR SUCCESS

Launch fast and iterate quickly based on your user feedback.
You don’t need a lot of time to get user feedback.

Mindful B2B Marketing | Business Growth and Social Impact (Former: Forward Launch Your SaaS) - How to Manage Marketing Channels Like A Stock Portfolio -- Emil Kristensen, CMO at Drip

Transcript

WEBVTT
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Today i'm sitting down with emil christensen is the Cmo.
00:00:08.000 --> 00:00:16.000
Of drip, a marketing automation platform for e-commerce, and previously he was the founder and cmo of sleep.
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Note, and he also runs a podcast, in Danish called Marketing brief that has over 3 million downloads.
00:00:23.000 --> 00:00:28.000
So Emil, I'm super excited to chat with you today and dig into your