Slow and Steady Wins the Race: Building Marketing Channels Slowly to Achieve Massive Scale with Datadog's CMO, Alex Rosemblat
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Building out a marketing channel is like building product. It takes countless iterations and constant market feedback to get right. This session will introduce tactics on how to slowly and methodically test, assess success and eventually scale a marketing channel until it hits a ceiling and it's time to move to the next one.
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Similaire à Slow and Steady Wins the Race: Building Marketing Channels Slowly to Achieve Massive Scale with Datadog's CMO, Alex Rosemblat
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Slow and Steady Wins the Race: Building Marketing Channels Slowly to Achieve Massive Scale with Datadog's CMO, Alex Rosemblat
- 1. Slow and Steady Wins the Race Building Marketing Channels Slowly to Achieve Massive Scale Alex Rosemblat CMO Datadog @alexrosemblat
- 2. A marketing channel is built like a product It takes constant iteration and a ton of feedback to get right
- 3. Expectations of what “Marketing” covers are vast
- 4. It’s easy to get spread thin Is all this work even turning into revenue?
- 5. Slow and Steady Scales Marketing
- 6. Narrowing your Focus and Setting Goals (realistically) - An individual (or team) can truly work in a fully dedicated fashion on one thing at a time - Thus, pick 1 marketing channel - Then, pick 1 campaign (or campaign type) in that channel - And to allow this campaign to meet its goals, that’s it - Until… (set criteria to be met)
- 7. Explicitly Declare things You Will not be Doing Quality vs Quantity is the measure (at first)
- 8. Setting Expectations with Management and Board - Management will expect work on many things concurrently - You will have to declare that your scope will be limited - Sharing hard data + goals will help your case - Relating this goal (which will become more reliable with full focus) to the main business objective will go a long way
- 9. Data Collection and Instrumentation - Good quality, hard data will be your currency - Marketing data is typically imprecise, but, directionally correct - Are you collecting data currently? - Are you collecting the right data to make your case? - Do you trust that data?
- 10. Embarking on a hypothesis-driven approach - Someone has an idea for a campaign… great! - Is it clearly thought out how this campaign will work - mechanism, time limits, budget limits, expertise on team or vendor, and who knows what else? - Is it clear what the minimum result has to be to declare this (somewhat) successful - are there actuals from other campaigns to compare to? - Is the team/vendor actually equipped to run this campaign as needed to achieve and measure that initial result? - Has anyone not involved in setting up the campaign played “devil’s advocate”? - Are you able to capture the data to make the assessment of the campaign’s success?
- 11. Concentric Circles of Channel Experimentation
- 12. When you hit something that works, go big! Don’t be afraid to go ludicrously big
- 13. On Hiring - Once a campaign feels like “old hat”, it’s time to pass it off - Write up the playbook - Hire a specialist (or eager beaver if that’s what is available) - Hiring an experienced leader for a channel can drastically shorten the learning curve - If there are 2 FTEs working on a channel, it’s probably time to start looking for a leader
- 14. Maintaining Excellence in your Scaled Channel - You can always do better - Changes in platforms, markets, personas, competitors, etc is constant - an edge will erode - At certain inflection points in scale, campaigns will have to be taken apart, retooled and put back together - The same goes for teams... beware team member 10!
- 15. THANK YOU