Episode #15: How To Thrive With A Small Marketing Team In 2019

Episode #15: How To Thrive With A Small Marketing Team In 2019

Listen to the Full Podcast Episode in iTunes or Below

Welcome To Your 2019 Small Marketing Teams Survival Guide

It has been way too long since I published a podcast episode for you.

That ends today!

I’m back and excited to bring you fresh tips for growing your business – even if you are not a well-funded start-up or household name brand.

Over the past year, I dug deep into how marketing is changing.

If you are experimenting with these shifts, then you will be well ahead of most companies – big and small – that ignore them.

In this episode, I lay out six areas to focus on in 2019 that will help you make the most of these trends in how people find and buy from companies like yours.

In episode #15 of the Small Marketing Teams podcast, you’ll learn:

  • When to focus on scaling your content and when to put your time and resources into your lead capture and sales systems.
  • Is content marketing still effective in 2019?
  • How to leapfrog your competition by being more authentic online.
  • How to prioritize putting content on your blog or website versus posting on social networks.
  • How to build and maintain the relationships that will impact your business?

You’ll also hear about a special invitation to join my new Facebook community, Small Marketing Team Secrets, to get tons of tips for growing your business without a huge budget or a big team.

What Does A Modern Social Media Manager Do (And Do You Need One)?

What Does A Modern Social Media Manager Do (And Do You Need One)?

I used to knock the role of social media managers.

There I was — generating hundreds of leads each month by producing long-form content and marketing offers — while every social media manager I encountered was more concerned with being the only one in the company who knew the ins and outs of Facebook and Instagram, than weaving their expertise into a larger plan to grow the company.

However, times have changed, and my thinking has changed.

As your audience becomes more numb to online information, the bar has been significantly raised. Authenticity, transparent, and trust are key to cutting through the noise of today’s digital marketing landscape.

People directly follow blogs less. As you target audience consumes more content in a day, they have gravitated toward written and visual media on social networking platforms.

That means building an audience on social networks where people can get an aggregated view of all the information in which they are interested has become critical to getting and keeping attention.

Today’s social media managers aren’t touting their expertise on new platforms (which aren’t that new anymore). They are first and foremost content producers and content managers.

They think strategically about your company, your market, your target audience, and your brand to produce posts, images, and videos on pages, in groups, and for ads that generate engagement and affinity for your company.

Today’s social media managers create, re-purpose, and publish smart content consistently with little direction and oversight. Every small marketing team needs this role.

So, to the social media managers of 5 years ago, I half-apologize for dismissing you.

To the savvy social media managers of today, you are invaluable.

Now, it’s your turn. Do you agree?

Share your thoughts in the Small Marketing Team Secrets Facebook group.

HubSpot Basic vs HubSpot Professional: What is the Best Marketing Software for Your Business?

HubSpot Basic vs HubSpot Professional: What is the Best Marketing Software for Your Business?

The Biggest Difference Between HubSpot Basic and HubSpot Professional: Marketing Automation and Lead Nurturing

By the time you visit HubSpot’s pricing page, they assume that you have done your research and possibly even had an in-depth conversation with a HubSpot rep or partner.hubspot-basic-vs-sales-pro

However, that is not always the case. Pricing and package options are one of the first things people look for to determine if it is worth their time to schedule a live demo or conversation.

In those cases, it is difficult to tell the full story and highlight feature options in detail on a pricing page without overwhelming prospective customers. HubSpot is no different.

The functional differences between HubSpot’s Basic and Professional packages come down to seven checkboxes, which result in major differences in what you get and what you don’t get with each package.

Below, I will outline some of the most important differences between the Basic and Professional levels, so you can make the best decision for your business.

Which Is Better for Increasing Leads and Sales? HubSpot Basic or HubSpot Professional

At first glance, the differences can seem minor. With HubSpot Basic, you still get almost 20 items on the pricing page feature list, so missing out on the extra seven can feel like a small price to pay.

In fact, HubSpot Basic gives you everything you need to fill the top of your funnel. You can blog, send email campaigns, capture lead information with landing pages, and spread your message through social media.

Where HubSpot Basic falls short is in bringing leads down the funnel and efficiently turning leads into customers. For that, you’ll need more than top of the funnel marketing tools.

How Marketing Automation in HubSpot Professional Helps You Increase Leads and Sales

marketing-automation-hubspot-vsOne of the most powerful ways to grow your business is by generating more leads and making more sales. HubSpot Basic doesn’t provide you with the tools you need to do that. HubSpot Professional does, in the form of marketing automation.

For the purposes of this guide, I am going to focus on marketing automation as the one key feature that is included in HubSpot Professional, but not in HubSpot Basic, that can help grow your business. I am going to put the other differentiating features, like the Salesforce integration, smart content, A/B testing, and user roles, aside.

What is Marketing Automation?

Marketing automation is one of those catchall buzzwords that means different things to different people. This can result in confusion about what it gets you and what you are giving up if you choose a level that does not include marketing automation.

At its most basic, marketing automation tools allows you to set up workflows that trigger actions and next steps without your team having to perform the task manually, as they’re likely doing now.

Some people think they are not ready for marketing automation and can grow into it later. Comparing HubSpot Marketing SoftwareOthers think it is nice-to-have, but not must-have functionality. People see the $600/month price difference between HubSpot Basic and Professional and often want to make sure their team can get results at the $200/month level before committing to $800/month.

It is easy to see why people make these decisions when a term that already has definitional problems, like marketing automation, is reduced to a single feature checkbox on a pricing page.

That is why is it important to look beyond the feature description on the HubSpot website and analyze the tactics and strategies where HubSpot’s workflow feature (aka marketing automation) is the foundation. I’ve broken these down into three categories below.

Critical Marketing and Sales Functions You Don’t Get With HubSpot Basic


  • Nurture leads through campaigns that update automatically as a lead moves through your funnel. For example, remove a lead from a nurturing campaign when they become attached to a deal.
  • Set up behavioral triggers to put leads into workflows when they take specific actions. For example, when a hot lead visits your pricing page twice in the same week, send an invitation to connect with a product specialist.
  • Keep your reporting clean and accurate by setting lifecycle stages automatically. This helps you to know exactly where in the pipeline your leads are and effectively predict revenue.
  • Build your contact list by adding blog subscribers from any landing page form.
  • Create hyper-personalized content for leads to give them the right information at the right time.
  • Re-engage cold leads with automated campaigns that run themselves.
  • Automate lead qualification by sending targeted emails that move prospects down the funnel and get them ready to buy.


  • Systematically assign leads and notify sales staff when a lead is assigned to them.
  • Route leads based on specific criteria and set up a round robin leads assignment rotation.
  • Track sales performance and overall pipeline health by tying sales lead tracking to lifecycle stages. Make personnel and process decisions with accurate funnel metrics.
  • Notify a sales rep and their manager when a lead is about to fall through the cracks.
  • Measure sales velocity and speed it up by ensuring that no leads get stuck in any one stage of the sales process.

Data Management

  • Keep deals and contacts in sync so you don’t market to deals you’ve already won.
  • Clean data automatically with internal reminders and workflows for sales staff.
  • Run your sales team efficiently by requiring sales to manage only 3 fields. The rest are updated automatically keeping your data clean and accurate.
  • Build granular analytics reports so you know exactly where you need to spend your time and effort.
  • Mass update contact fields when your business changes, you experience staff turnover, and more.

HubSpot Professional vs. HubSpot Basic Takeaway

I’ve used HubSpot every day since 2010, tripled the size of my last company using only inbound leads from HubSpot, and helped over 20 companies in the past year implement inbound marketing or sales processes.

While I use all the tools included in HubSpot’s basic marketing package, I am upfront with the companies I work with that only have HubSpot Basic. They know they have the tools they need to fill their funnel, but they don’t have all the tools they need to grow their business.

While I wish cash-strapped businesses that could clearly benefit from an inbound marketing and sales strategy could get everything they need from HubSpot Basic, it is just not possible.

HubSpot Professional has the minimum feature set you need to create a lead generation engine.

3 B2B Marketing Hacks to Grow Your Small Business

3 B2B Marketing Hacks to Grow Your Small Business

I’ve spent the last 10 years working as THE marketing team or the captain of a marketing team of two or three people. I’ve seen a lot of successes and also seen my fair share of strategies and tactics that did not pan out.

Last week, I got together with James Carbary on the B2B Growth Podcast. We talked about three major marketing tips that drive growth at small business-to-business companies.

Think Like a Media Company

“Brands with small marketing teams need to think less like a product or service company and more like a media company.”

One of the biggest opportunities for B2B businesses comes down to perception.

Every marketing professional has dreamed of having access to a team of sales people that can smile and dial – generating warm leads all day long. However, this just isn’t reality for the times we live in or the resources available to a small marketing team.

The real marketing dream – a new perspective. Become the key educator in your industry. Be the blog, podcast or Facebook group that has answers. Position your company as the primary resource in your market on those topics that they need to know about.

If you are consistently producing quality content for your industry, your customers will find you. You’ve also given them the knowledge to know why your product or service is the fit they’ve been missing. The best part is that shifting your mindset is something that you can start today.

Know your Marketing Funnel

“Understand the steps in your target market’s buying process and where each of your leads fall into them.”

This is the first step I take with every company I work with. Knowing your marketing and sales funnel is the key to prioritizing your time and budget.

Evolving your thinking about your market from “customers” and the “non-customers” to a more nuanced funnel is an opportunity for many types of companies – new and well-established.

You will make bigger strides with your strategy when you truly segment your leads by funnel lifecycle stage. As you manually and digitally qualify leads, you’ll find that there are many steps that your non-customers take to become a customer.

Break out those steps, give them a name (leads, mql, sql, etc.), and break down their needs at every step. Every company will break down and define these segments differently. However, this micro-segmentation allows you to track conversion rates per segment, rather than track one conversion (non-customer to customer).

A typical funnel has the following steps or segments. This varies depending on the company.

  1. Subscribers – people that follow your blog, social media, etc on a regular basis
  2. Leads – people that may have reached out for something a little more specific (this can be anything from an e-book to contact sales)
  3. Marketing Qualified Leads (MQL) – these are people that fit your target persona and are a fit for your product. These are passed on to sales.
  4. Sales Qualified Leads (SQL) – these are people that your sales team will reach out to and spend more than one call getting to know their pain and fostering a relationship
  5. Opportunity – this is someone that is going to purchase something with someone

Now, you can track the conversion rates for each segment, to spot the weak part of the funnel. Let’s say that 50% of SQL become opportunities but only 10% of your opportunities become customers you know where the problem is. You know which leg of the sales process needs your help.

It’s All About the Systems

The number one thing that every small marketing team says, “How can I get everything finished?” – with systems.

Systems like…

  • Content Creation System
  • Content Distribution System
  • List building
  • Capture website visitors

Creating repeatable processes for every part of what you do allows you to move quickly when you delegate. You can delegate as you get new team members or ideally outsource repetitious tasks. However, to make that work you have to put systems in place to streamline the process.

If you want to learn more about my favorite system, batching, check out the episode here or download it directly from on iTunes. Thanks again to James Carbary and Jonathan Green for hosting me on the B2B Growth Podcast!

If you found the advice in this blog post helpful, please subscribe to the Small Marketing Teams podcast and leave a rating and a review while you’re there.

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