COVER

CHAPTER 1: Problems
Problems of Hiring Marketing Talent

CHAPTER 2: Role
Marketing Skill Sets that help sustain business in 2018
Marketing Functions to Consider Adding to Business

CHAPTER 3: Organizing Your Marketing Team

Team Structuring

CHAPTER 4: Hiring / Building Your Marketing Team

What to Consider:
● Tech Skills
● Soft Skills
Interview Guide
Hiring Tips

CHAPTER 5: Keeping Your Team

BUILDING DIGITAL MARKETING TEAM 101
CHAPTER 1
We live in an era of overflowing data and shorter
attention span. We are frequently accessing
information almost in every seconds we live,
gathering information almost as easy as snapping
our finger, thus we became enlightened so easily.
According to IBM there are approximately 2.5 mio of
data bytes generated every day and 90% of those on
the internet have been produced two years prior.
These era of information provoke changes in the way
companies innovate, prompting companies to
reflect and revolutionize their strategies to
communicate with their audience.
For instance, companies these days compete to
establish new initiatives, campaigns, and
communication channels in order to support their
products and brands to keep being relevant in the
market.
+ +
+
One of the most widely implemented strategy is
digital marketing. Digital marketing is popular
among companies because:
- It provides deep, real, and real-time
insights on consumers behaviour and
trends
- It is rich in data, enables companies to
generate data driven decisions
- It has relatively low cost - high ROI
compared to other marketing tools
In this e-book, we will discuss the ins and outs of
building digital marketing team, maintaining their
dynamics, and maximizing their contributions to
your company.
BUILDING DIGITAL MARKETING TEAM 101

In our previous e-book, we talked about

challenges in recruiting tech talents;
education gap, candidates’ capabilities and
+
experience shortage to name a few.
+
However, it’s a bit different when it comes to
recruiting digital marketer since examining
marketing candidate comes with a certain
level of ambiguity.
BUILDING DIGITAL MARKETING TEAM 101

Compared to examining IT candidates in which you can be confident judging their credibilities by
analyzing their coding test results, recruiting a marketer candidate can be tricky. You may often

+ +
heard candidates throwing claims like these:

“I have succeeded in increasing traffic from x% to y%”

+
“I have increased the level of engagement from x% to y%”
“I have contributed to the improvement of social media growth and website traffic.”

If that is the case, how can you gauge whether the performance of that particular candidate
was good or bad?

Other than that, there’s also several challenges you might be facing as an HR and marketer. We’re
going to discuss it on next page.
BUILDING DIGITAL MARKETING TEAM 101

+ Finding Candidates With Right Skills Composition

Working in marketing will always require you to understand the two sides of the coin, analytics
side and creative side. To support these two things, a marketer must understand the
technologies that will optimize results.

+ Finding a business-oriented candidate

Initiating and delivering marketing campaigns aren’t big issues, but can your talents measure
the effectiveness of ROI from the initiatives? If your company has budget restraints, then it is
important that your talents can answer these questions: “How many campaigns do you plan on
launching per-quarter of year?” “How much money do you need to spend in the process?” “How
do you measure the effectiveness of campaigns you launch?”
BUILDING DIGITAL MARKETING TEAM 101

A research on 2017 conducted by HubSpot, said that marketing initiatives have been
hit by internal challenges, such as:

+
+ Increasing Traffic and Leads
Increasing traffic is a good challenge for business. However, for digital marketers, increasing user
and traffic followed by increasing demand for good quality content can be challenging. This is
partly caused by ease of access to content and evolving user dynamic over time as the result of
advancements in technologies and user exposure to it. It’s also important to tailor the content and

+
distribute them the right way.

+ Measuring ROI
How many campaigns do you plan on launching quarterly? How much budget do you need to
spend? Has the campaign you launch been effective?

These questions can turn into some challenges for an entry-level marketer. The fact that you have
to establish an effective and efficient structure will affect your marketing team’s ROI.
BUILDING DIGITAL MARKETING TEAM 101

The next question is...

How to recruit the right

candidates who are able to
answer the questions and
offer the solutions for your
marketing team?

Both recruiters and marketers have to find the win-win solution in recruiting
marketing candidates. The collaborations between the recruiter and marketer can
provide significant growth to the company.
BUILDING DIGITAL MARKETING TEAM 101

CHAPTER 2 What are the roles currently high in demand? What are marketing
role trends in 2018? What kind of candidates that will meet your
team’s needs and objectives?

TEKsystems, an IT staffing and service company, conducted a

research involving 250 heads of marketing in U.S., the result shows
that there’s an improvement in competence in these following
digital skills. In the meantime, you can also see what marketing
roles are currently on high demand that probably support your
company’s goals and objectives.
+
+
+

Image via TEKsystems

BUILDING DIGITAL MARKETING TEAM 101

It can be said from the data above that in digitally driven

marketing world, the ability to

++ analyze data and insights, produce

creative content, and optimally use

+ supporting technology
determining company’s
are crucial in
marketing
success.

So, we’re going to break down to details the top marketing

functions currently in spotlight this year. You might want to
consider adding some of these functions to boost your growth as
you reflect on your business objectives.
BUILDING DIGITAL MARKETING TEAM 101
MARKETING ROLES
SEO or Search Engine
Optimization is referred
to activities that
organically optimize web
content before indexing
to search engines and
getting found easily by
intended users.
First, let’s find out essential skills that must be possessed by SEO practitioners:
● Conducting keyword research and monitoring the keyword
performance.
● Analyzing and optimizing data based on analytics.
● Designing an SEO-friendly web structure.
● Page ranking analysis.
Next, what is the ideal position that fits your existing marketing team? There
are two different roles.
SEO Specialists (the executor) vs SEO Strategists (the strategist)
+ SEO specialists functioned as the executor, they get everything done by
crafting the right SEO tactics that has been approved by SEO Strategists and
work with Content strategists to provide both SEO On Page & SEO Off Page to
the business. SEO Specialists typically have more than 1 year of experience in
related field.
+ SEO Strategists do web analysis, create necessary strategies, and offer
guidance based on algorithm and accurate analysis. Deciding how a link
building campaign should be carried out, and manage technical issue on in
bigger picture,. SEO Strategists are typically top level strategists with more
than 3 years experience.
BUILDING DIGITAL MARKETING TEAM 101

MARKETING ROLES

Ranked #1 in TEKsystems research, Marketing Data Analyst contributes to company’s goals by providing
accurate, data-driven insights and analysis to make business decision. Strong in quantitative and
qualitative analytics skills, marketing data analysts are experts in crunching market research data,
helping marketing managers to understand numbers before coming up with right business strategy.
BUILDING DIGITAL MARKETING TEAM 101
MARKETING ROLES
A Digital Marketing Manager focuses on
establishing Key Performance Indicator (KPI) to
every channel so that everything can be
measured to reach desired performance in
return. They can also implement and set the
strategies to run a marketing campaign for a
certain product.
+ What are the tasks of a
Digital Marketing Manager?
● Designing a digital marketing campaign.
● Analyzing site traffic and conducting an
internal report on a regular basis.
● Setting the Key Performance Indicator
(KPI).
● For example: Increasing conversion,
minimizing bounce rate, etc.
● Optimizing search engine periodically.
● Identifying new trends in digital
marketing.
● Conducting A/B Testing.
● Managing ads from varying channels
using various techniques.
BUILDING DIGITAL MARKETING TEAM 101
MARKETING ROLES
+ Social Media Coordinator
+ Social Media Strategist
Ten years ago, we couldn’t
imagine that becoming an
+ Community Manager
‘admin’ is a promising job, let
alone in digital marketing.
You would expect a social
media admin is an individual
who keeps tabs with current
updates and is able to be
online wherever they are.
The fact is a social media practitioner must be capable to combine
customer service skills, copywriting, and analytic skills altogether makes a
digital marketer consider social media as a sought-after roles. There are 3
different social media roles in digital marketing.
Social Media Coordinator is responsible for handling daily publication on
different social media channels depending on your company’s editorial
calendar. The coordinator is also required to analyze published content in
addition to understanding the tone and voice of your brand.
The person in charge is responsible for designing the best strategies to
optimize the used social media channels. They also need to define the type
of content to create and where it should be published to increase
conversion rates and ROI.
Social media is not only used to strengthen your online presence, but it
also acts as a bridge to maintain communication and establish a
relationship beyond your online engagement.
A Community Manager acts as the brand representative to hear the
customers’ voice and contribute to present the best brand image for the
company by listening to the audiences and minimizing negative
comments that will affect your brand.
The manager is also required to create an online persona and contribute
to every online communication with both existing customers and potential
ones. It’s also possible for the manager to listen to the customers via the
offline method.
BUILDING DIGITAL MARKETING TEAM 101
+ Content Creator
MARKETING ROLES
+ Content Strategists
Content Marketing should
be incorporated into all
media used by your
audience.
+ Content Marketing Manager
It’s not only blog posts,
but also images, videos,
infographics, and other
form of information
tailored to follow your
content guideline.
Content Creator is in charge of producing content in various forms,
conducting research on topics in line with existing editorial themes. They
are also in charge of preparing content draft and publication based on the
schedule and channel set by a Content Strategist.
While a Content Creator is acting as executor, a Content Strategist is
responsible for determining the main idea of the overall editorial needs as
well as designing an editorial plan and creating a guideline to bring out
SEO-friendly content. They also need to ensure the quality of content that
has been created by the Content Creator and analyze the effectiveness of
used channels.
You can leave technical stuff to a Content Creator and content
optimization to a Content Strategist, then what is the role of Content
Marketing Manager? Content Marketing Manager is in charge of
monitoring content distribution and the cycle of content based on the
existing editorial.
Content Marketing Manager function is not limited to only content
creation. They have to analyze the overall processes, maximize conversion
and leads that already designed by Content Strategists and executed by
Content Creators. They also have to capture more conversions and leads
on top of setting the content objectives.
BUILDING DIGITAL MARKETING TEAM 101

MARKETING ROLES

Working with a Content Manager, a Creative Director manages and plans guideline of
creative processes. This includes visual characters to content’s tone and manner.

A Creative Director is in charge of a company branding as they have proper knowledge of

the right design and copy. They also need to keep up with trends to come up with creative
ideas and execute the right techniques.

Not only that, a Creative Director should be able to make decision and conduct analysis
based on the right data. They need to understand creative processes and business
processes that keep business up and running.
BUILDING DIGITAL MARKETING TEAM 101

CHAPTER 3 +
Every business certainly has different needs, resulting Here are some team structures
in a diverse team structuring. There is no absolute you can try to adopt to your team:
answer or solution to forming your team structure, Funnel-Focused Organization
especially if you are the owner of a startup company. Culture Organization
Generally, you and your team will have some changes Customer Organization
and experience role playing in the team. Inbound Organization
Elastic Organization
BUILDING DIGITAL MARKETING TEAM 101

+
TEAM STRUCTURE

Chief Marketing and

Strategy Officer

Company: Forrester Team 1 Team 2 Team 3

Product / Service: Market analysis,
PR/Corp Comm VP of Product
Event consultant, P2P program execution Marketing Marketing

NA Field Marketing +
The functions of Funnel-focused Organization:
● Team 1 handles the relationship with top 50 EMEA Field Creative
media publications and place Forrester Marketing
analysis to speak at industry events.
APAC FIeld
● Team 2 focuses on demand. Marketing
● Team 3 manages product for sales team
Digital Marketing
and other relevant Forrester products.
Database

Account-based
(Customer)
Marketing
BUILDING DIGITAL MARKETING TEAM 101

TEAM STRUCTURE

+
VP of Marketing
Company: GitHub
Product / Service: Social media as programmer

The functions of Culture Organization:

Events UX Research
● Allowing a more effective sprint process in
Outreach Training
a team.
PR
● Horizontal structure in each division allows
Branding & Art
a sense of ownership and to understand
Video Content
the value of company culture.
● It does not require many specific positions
– highly relied on achievement or the
results of each team. Customer Sponsorship &
Marketing Field Marketing
BUILDING DIGITAL MARKETING TEAM 101

TEAM STRUCTURE

+
Company: Atlassian VP of
Product / Service: Software for program Product Marketing
managers and content management

The functions of Customer Organization:

● The structure is built based on marketing
funnel, from awareness creation, lead Branding Lead Generation
generation to customer retention.
● The bottom funnel attains more attention as
the customers in this funnel are considered
Growth Team ‘Customer 4 Life’ Team
as the main asset that must be maintained.
The team’s objective is to maximize
customer service and introducing new
features at the same time . Marketing Ops
● Marketing ops support the whole team
structure.
BUILDING DIGITAL MARKETING TEAM 101

CMO
TEAM STRUCTURE

+
VP. Demand-Gen VP. Product
Marketing

Inbound Marketing
Manager Product Marketing
Managers -
Channel-Specific Product Launches
Marketing
Product Marketing
Inbound Marketing Managers - Sales
Manager (Persona Enablement
Company: Hubspot -Specific)
Web Development
Product / Service: B2B Marketing and International
Software Sales Marketing
VP. Brand & Buzz
Customer Marketing
The functions of Inbound Organization:
● Focuses on providing experience or Marketing Ops Creative Director
Growth Hacker
service/product through the incorporation of Design &
Multimedia
inbound marketing.
PR
● Understand user profiles and offers the best
services (or content) relevant to the said VP. Content Events
profiles.
Influencer
Blogging
Relations
Educational
Resources & Offers
BUILDING DIGITAL MARKETING TEAM 101

CMO
TEAM STRUCTURE

+ VP. Product
Marketing

Product
VP. Marketing & Ops

Website Product
Manager
VP. Marketing & Ops

Marketing Manager

Marketing Channel
Managers - Web Marketing
(1 per product) Developer
Company: Mindjet Customer
Manager, Marketing Marketing
Product / Service: Application for brainstorm and Intelligence
Creative
Project planning Services Customer Retention
Director Analyst, & Nurture Flow
Marketing
Copywriter & Intelligence Central Marketing
What makes this structure works for Mindjet: Editorial Director Delivery Manager
Data
Design & Video Scientist Channel
● A flexible structure that allows the company Marketing
to add more staff or team functions based
Marketing Manager,
on the product development. SE
● The structure is set according to PMM Content &
Communications UK & NEMEA
(Product Marketing Managers) that can be Manager Marketing Manager
collaborated with other teams outside the
marketing team.
BUILDING DIGITAL MARKETING TEAM 101
+Soft Skills
CHAPTER 4
What should you
consider before
recruiting candidates for
your Digital Marketing
team?
We will divide this into
three segments. They’ll
cover techniques you
can incorporate in
interview process.
Education, certification, and hard skills are not enough to judge a
candidate’s quality. There are other qualities you need to take into
account as they will support the results of your team’s
performance.
1. Emotional Intelligence
The ability to be aware of and control emotions the right way will
be much needed in this field. What are important elements that
determine marketers’ emotional intelligence?
● Self-Awareness
● Motivation
● Empathy
● Social skills
It’s also important to know how your candidates respond to a
certain condition. You can use the following parameter as your
references:
● What kind of behaviors do the candidates show when they
make decision?
● How do they lead the team and what policies do they set in
the process?
● Are they able to emphasize and aware of their social
surrounding?
● Are they able to build relationship while offering constructive
input to the team?
BUILDING DIGITAL MARKETING TEAM 101
2. Growth Mindset
Psychologist Carol Dweck defines growth mindset as one’s
thinking ability that allows them to believe that their abilities,
talents, and intelligence can be developed. An individual
with growth mindset considers failure as another chance to
improve and identify their weaknesses and strengths.
A study in 2015 revealed that an organization with a growth
mindset has contributed to the employees happiness in the
workplace than those with fixed mindset.
This means your task is not only recruiting marketing
candidates with growth mindset, but also you have to
integrate such mindset into your company to make a great
impact on the employees’ productivity.
3. Adaptive
One position can change or shift, particularly if your
business is still in the MVP (Minimum Viable Product) stage in
which pivots can always occur anytime.
Marketers should embrace the changes, whether it is in
business or planning that has been set. They also need to
stay positive while still providing the best solutions.
A dynamic technology will direct you to do some
adjustments when it comes to a new technology. You are
also required to adopt it to your existing plans as fast as
possible to reach your marketing targets or objectives.
4. Creative
It is not only about analysis, data, and result, but also about
how creative you can be in offering solutions so that you
can reach your target. Marketers must be able to look at
different perspectives and tailor the ideas in such a way
that can be accepted by the team and audience.
BUILDING DIGITAL MARKETING TEAM 101

+Tech Skills
Marketers have a wide range of
abilities and skills. They are also aware
of the dynamic side of technology
and information. Thus, they are
expected to master multiple skills.

Smart Insights, an education platform

that focuses on digital marketing,
stated that a marketer’s identity is
consisted of two parts; a marketer as
a scientist and a marketer as an artist.
With their multiple skills, marketers
can make decision accurately and
critically, take advantage of the
To meet the needs of market and employment, today’s marketers have the
technology, and provide creative
ability to understand several fields at the same time This will greatly help the
ideas at the same time.
company to develop its products.

Another definition is a marketer as

Now the question is, what tech-skills should a marketer have in 2018 and
T-Shaped, meaning they can gain
beyond?
more insight into one subject while
maintaining their basic
In light of this matter, we will explain how digital data and the ability to create
understanding about other skills.
the appropriate ‘narration’ are two set of skills a modern marketer must have.
BUILDING DIGITAL MARKETING TEAM 101

+ Digital Skills
Search Engine Optimization

Due to its dynamism, SEO can change every year. Every changes will require marketers to keep their eyes open,
expecting them to be aware of the current updates or developments.

To master SEO, marketers have to know how to maximize website speed, improve and design website structure,
understand keyword optimization for both on-page and off-page SEO on a regular basis.

Paid Ads

Marketers have to master different techniques for digital advertising via Google Ads, Google Display Networks, and
social media ads like Facebook Ads, Twitter Ads, LinkedIn Ads, etc.

Aside from that, marketers need to understand audience profiles as what have been set in their marketing targets. In
the process, they need to optimize the budget and use it effectively depending on the ad categories or types.

Digital Analytics

This particular skill requires a marketer to analyze data through analytic platforms, such as Google Analytics. With the
analytic platform, you will be able to measure the effectiveness of your campaign as well as to optimize traffic,
bounce rate, page views, and conversion.
BUILDING DIGITAL MARKETING TEAM 101

+Digital Skills
Coding

In this case, one does not have to master the whole aspect of coding if they understand the basic of HTML and
CSS. The coding ability in the field of marketing is not as thorough as what you see in the development team or
engineer in your company.

Some coding skills you will require include:

● Change the website’s interface in a simple way (changing fonts and colors as well as creating simple tables
through HTML).
● Make simple button.
● Set heading, paragraph, text format, and hyperlink in HTML.

E-mail Marketing / E-mail Automation

E-mail Marketing is one of prospective channels that allows you to effectively turn your audience into a loyal
customer while still maintaining retention from the existing customers through daily or weekly newsletter.

We also have compiled several important indicators to have a successful e-mail marketing campaign:

● Built up a relevant list.

● Create segmentation and specific target for particular audiences.
● Create an email template that is creative and relevant to UI/UX guideline.
● Comprehend the HTML structure.
BUILDING DIGITAL MARKETING TEAM 101

While we have discussed a number of skills in the digital perspective, a marketing team will
lose their touch without the ability to craft an appealing ‘story’. You can’t simply present
the results of data and analytics to the audience. Here’s what you need to do to to make it
more appealing.
BUILDING DIGITAL MARKETING TEAM 101

It’s time to change your way of interview. Oftentimes, recruiters ask questions that are not relevant to the
field. A typical creative analytical questions will not completely define a marketer’s competence and
capabilities you may look for.

A question such as,

“How could you solve problems on Earth if you came from Mars?”

Such question may contain a psychological aspect in hopes for candidates to draw a conclusion from
their job roles. However, it won’t work if you intend to recruit marketing candidates. You may ask creative
questions, but one thing you have to dig deeper is their approaches toward marketing issues.

That being said, what questions should you ask the candidates?
BUILDING DIGITAL MARKETING TEAM 101

Crucial questions regarding techniques should become your focus when

you examine the candidates’ CVs

+ Knowledge-Based Questions
● What tools should be used by a
Digital Marketer?
● How can you keep up with Digital
Marketing trends?
● What is the most effective method
to increase website traffic?
● How do you identify Digital
Marketing?
● What are the shortcomings of
Online Marketing?
● What are the strengths
weaknesses of Offline Marketing
and Online Marketing?
+
Technical Questions
● How would you set target, analyze, and monitor your
campaign to achieve your marketing objectives?
● How would you optimize the budget for your Paid Ads? In
what ways do you achieve that?
● How would you maximize the budget for various
marketing campaigns?
● How would you turn traffic into revenue?
● If we wanted to increase engagement through social
media channels, what methods would you use to help
us?
and ● According to your knowledge, what products should we
optimize?
● In your opinion, how is marketing different from sales?
BUILDING DIGITAL MARKETING TEAM 101

Last but not least, we would like to share some

hiring tips with you. These simple tips will help
you speed up the recruitment process.

+Employer Branding Listen to the way audience (read: candidates) responses

to the things that move them. For instance:
self-development, involvement in particular issues,
The shift in people’s behavior in hunting for
game changers, etc.
employment has allowed you to strengthen the
Employer Branding of your company.
What can you do to start Employer Branding?

What is Employer Branding?

● Treat the candidates as if they were your best
customers.
Employer Branding is a method to build your
● Understand the cost and benefit from every
company’s reputation and value through the
recruitment you conducted.
candidates. Companies that display a positive
● Use job portal specifically.
image of what they do and what they care about
● Implement mobile-friendly recruitment process.
are more valuable than those that only provide
● Take advantage of the company’s social media
monotonous description of their vision and mission.
channels.
● Create your campaign and use storytelling.
BUILDING DIGITAL MARKETING TEAM 101

+Referral Program + Use Forum

Who understands the conditions of your company the Don’t only use your company’s social media to advertise the

most and the candidates are you looking for? job. You can also rely on active forums on different
channels. The forum usually accepts job openings more

Yes, the answer is your employees! freely. Thus, take advantage of online forums to publicize
your job vacancy.

Use referral program to allow the employees to

recommend the available job vacancy within their
networking. Those who are able to bring in the relevant
+Talent Marketplace
candidates will attain incentives in return.

Save more time to find the candidates with relevant

By using the referral program, you will save more time qualifications through Talent Marketplace platform. You can
in seeking the right candidates. Your employees will be easily find more candidates that have been validated
also motivated to look for the connection that will based on their profile and availability status.
lessen their workload, especially if they personally
know the recommended candidates. This will help You only have to contact the already registered candidate
build trust between old and new employees, and directly offer the job position. In addition, Talent
improving their productivity in the process. Marketplace system is more efficient as you don’t have to
spread the vacancies.
BUILDING DIGITAL MARKETING TEAM 101

CHAPTER 5

Your responsibility is not only to find the best

candidates, but also to take part in their
development.
BUILDING DIGITAL MARKETING TEAM 101

+Performance Metrics +Transparency

Make sure your company’s metrics align with your Transparency is important to make the employees feel
objectives and in a good way motivate your comfortable. At Glints, we are open to every feedback and
employees, not just suppressing them. The complaint voiced by our employees. Transparency is also
implemented metrics should also make a great influential in the company development and in the way
impact on your team and the overall organization. employees deliver their aspirations. After all, everyone wants
to be heard, right?
Define the right metrics to maintain the employees’
productivity and contribution. It’s important to keep on You can conduct survey or regular meeting to provide
motivating your employees for the better. Pay current update in regards to your company’s conditions,
attention to the way you transfer the right ‘energy’ for whether it is about your team or the financial aspect of the
their development. company. With transparency, you can build a work culture in
which the employees are more than just an asset.
BUILDING DIGITAL MARKETING TEAM 101

+Employee Future Development Career Path

Make sure you have provided the big picture of what

Hearing their aspirations is not enough. You also need
your employees have been done for the company.
to be aware of their ambition for development. What
One of the options is by offering career path. Provide a
do you have in store to suppress the employee
rundown of what they have been doing so far and
turnover?
don’t forget to ask them about their career projection.

Culture

Training
Focus on your company’s vision and mission.
Describe how your employees can contribute to
Conduct a regular training where employees can
the company’s objectives.
freely ask questions outside of their work. By holding
the training, the employees can polish their abilities
Career Option
beyond their job desc. You don’t even need to spend a
budget to hold a training session. Just work with your
Previously we have discussed the various skills
employees to prepare the material.
possessed by a marketer. Realizing your
employees’ multiple skills will offer career option
Training session for your marketing team will bring
available in the organization. You can offer
more in-depth understanding of each role in the
rolling if possible.
team.
BUILDING DIGITAL MARKETING TEAM 101

Have you found the answers to what you are

looking for in your digital marketing team? So,
we’ve come up with some conclusions about
most important things in building digital
marketing team.
BUILDING DIGITAL MARKETING TEAM 101

+ Understand Your Business Lifecycle & Condition

There is no definite definition about the best marketing team. You only have to understand what kind of team your
business needs. Answer this following questions:

● What is your key business driver? How do you generate revenue?

● At what stage is your business right now? Currently a market leader, getting through vast growth stage?
● How does your industry work?

By understanding your overall business conditions, you can determine best team structure for your business.
BUILDING DIGITAL MARKETING TEAM 101

+Define Metrics & KPIs

Build up your marketing machine so that your team will keep developing. To do this, you need to know your
business’ marketing funnel. Thereafter, you can start defining your metrics and KPIs that will support the funnel.

You can map out your business stage at this funnel:

There are different strategies to apply for your

companies each stages.

By understanding your business funnel, it will be

easier to design your metrics, KPIs, and required
strategies, including choosing the people you need
in your team.

There are various metrics you should pay attention

to, such as sales revenue, cost per acquisitions,
online marketing ROI, site traffic, conversion rates,
organic search, social media search, etc.
BUILDING DIGITAL MARKETING TEAM 101

+ Recruit Fast
We understand that it takes time to find the right candidates. In some cases, you might find that it was
quite easy to select the candidates you need for your team. Other times, you might find it difficult to find
ones that are ideal for your company culture.

Nonetheless, in this competitive world, you are expected to recruit fast. Here are some steps we have
highlighted to help you recruit fast without making you reckless in the process:

Social Media Job Portal Talent Marketplace Headhunter

Pros Good for employer Large number of Fast process Personalized

branding applicants (immediately pick and service
get connected to
available candidates)

Cons Takes time to find the Competitions with Lack of Talent Takes time and
right candidates well-established Marketplace platform costs more
companies, higher
salaries offer
BUILDING DIGITAL MARKETING TEAM 101

+ If you have just established your business or have just

obtained series A funding, building a marketing team
certainly requires trial and error. You will always face a
condition in which experimenting is required, including in
building and maintaining your team.

It’s important for the HR and Marketing Department to

have an understanding of a certain position and how a
business or company makes an effort to find the right
people in the middle of an ambiguous situation and
market demands of which can hamper the efficiency of a
company to immediately recruit the right candidates.

However, the most essential thing you should understand

Feel free to discuss with us
is how your business should understand the condition of
regarding recruiting your
existing professional competition and the results or the
digital marketing team.
output that your team wants to achieve.
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