Are you struggling with building a top-notch marketing team? Or maybe you're just looking to fine-tune your current one? Either way, you're in for a treat.
This episode of the Marketing Smarts Live Show features an insightful conversation with guest Paul Flaherty about building a great marketing team. Paul is a spokesperson for recruitment firm Robert Half.
Let's dive in.
The Challenge of Unanticipated Needs
Paul kicked off the conversation by highlighting that most of the opportunities they work on at Robert Half with customers are unanticipated. That adds a layer of complexity to the hiring process: It's not just about finding the right talent; it's also about reallocating work and managing the existing team's workload.
Key insight: Have a process in place to quickly find and onboard new talent, especially for unanticipated needs.
Budgeting and Allocation
Paul emphasized the importance of thoughtful budget allocation, especially in the ever-changing landscape of 2023. With macroeconomic factors, such as inflation and job-market fluctuations, marketers need to be agile in their budgeting strategies.
Key insight: Allocate resources appropriately to key marketing initiatives—digital outreach, customer engagement, and brand building.
What Does Success Look Like?
According to Paul, success looks different for different organizations. It's about being a step ahead of the business, anticipating future needs, and having the right skill sets on board.
Key insight: Success is when your marketing team is perceived as a growth center for the organization.
Questions to Ponder
Do you have an acquisition and retention plan around your marketing team talent?
How can you build in a budget to adjust for unexpected curveballs?
Wrap-Up
Paul left us with some words of wisdom: Marketers with high-level skill sets are essential to the business. Know your worth and be proactive about your career development.
* * *
Listen to the full Marketing Smarts Live episode with Paul Flaherty:
Make sure you don't miss any future episodes: Subscribe to the Marketing Smarts Live Show on YouTube. And to catch up on all previous episodes, check out the full playlist on YouTube.
Episode Details, Guest Information, and Referenced Links
Episode No. 27
- Live date: February 20, 2023
- Episode link: www.youtube.com/watch?v=8wU98L7TClQ
- Original podcast episode: How to Build a Great Marketing Team in 2023: Paul Flaharty on Marketing Smarts [Podcast]
Guest's social media profiles:
- Twitter: @paulcwflaharty
- LinkedIn: Paul Flaharty
MarketingProfs resources referenced in the show:
- Remote Marketing Teams: Benefits, Challenges, and Five Tools to Keep Them Synced
- If Marketing Is as Critical as Sales Is to the B2B Pipeline, Why Don't We Formalize Training for Marketing Teams?
"From the #mpb2b Community" links referenced in the show:
Transcript: How to Build a Great Marketing Team in 2023, With Paul Flaharty
Welcome to the "Marketing Smarts Live" show by MarketingProfs and the Marketing Smarts Podcast. Where we dive into B2B news, resources, valuable guest content, and much more each week.
- "It's about talent attraction and retention, and that's a shifting landscape."
- "What used to be acceptable or considered 'industry standard' as it relates to flexible work is a completely different dynamic now."
- "That standard of flexible work, widely accepted since many workers have had to work from home during the pandemic, makes finding the right team members a challenge
- "The difficult positions to fill become so much more difficult, and oftentimes more expensive, when a client lacks remote work flexibility because there really is no such thing as a local candidate anymore."
- "Such difficulty means professional development and investment in skilled employees should be a company's top priority."
That, ladies and gentlemen, is just a taste of today's Marketing Smarts Live show!
Hello to all my Marketing Smarts Live viewers today. I’m super excited to bring you episode 27 of the Marketing Smarts Live show.
This week's topic is all about How to Build a Great Marketing Team in 2023.
So, if you're ready to get your learn on, buckle up and let's get ready to rock and roll.
Hey, I’m your boy George B. Thomas speaker, trainer, catalyst, and host of this hear show, the Marketing Smarts Live show as well as the Marketing Smarts podcast found on your favorite podcast app.
Our guest clips today are brought to you by none other than Paul Flaharty.
Paul Flaharty, executive director of the marketing and creative practice at global talent solutions firm Robert Half, which connects professionals with companies hiring in marketing, creative, digital, advertising and public relations.
His primary responsibility is to develop and oversee the growth strategy for the company's marketing and creative contract talent solutions teams across the United States.
Paul is a spokesperson for Robert Half and frequently quoted expert on various hiring trends and workplace topics.
A graduate of Cornell University, Paul is now based in Los Angeles and is proud to be raising two incredible children.
Now, remember, the clips of Paul Flaharty today are pulled from the full marketing smarts podcast episode and, if you want to listen to the full interview with Paul Flaharty and myself, make sure to tune into the Marketing Smarts podcast, link to the full show will be in the description below after the live show ends.
Now, in this episode, again, I'm talking with Paul Flaharty about How to Build a Great Marketing Team in 2023.
So, are you needing to build a marketing team in the future? Would you like it to be a great marketing team? Of course you would. No one sets out to build a terrible marketing team.
Well, then these clips from Paul might help you set out in the right direction on your marketing team building adventure. To get us started, I wanted to know, what do marketing managers need to know so, I asked Paul ...
What do B2B marketing managers need to know to build a great marketing team in 2023?
Here's what he had to share.
Paul: I think we try to discuss this with our customers on the front end of any engagement that we start to work on. For me, and you're going to continue to hear common themes in my answers, but I think what they need to know is that it's incredibly difficult to find the people that they need.
You referenced putting butts in seats. If you have a scenario where you need to go out and find an individual with a high level skillset that can deliver yesterday on a project based initiative that you have or something long term critical, if you don't have the ability to go through a process and evaluate a number of people and kick tires, and maybe have your first choice candidate take another job and then go back to the drawing board, it's really difficult to assume that you're going to be able to go out there, find a talented individual in very short order, plug and play, and off you go. That's not typically the way it works. I wish for our clients that it was. To some degree, I guess that's why they continue to reach out to us, because it is complicated.
I would say what they need to know, and so often what I think isn't taken into consideration, is you've heard the catchphrase The Great Resignation or The Great Reshuffle, it's tired at this point because people have been talking about it for a long time. Just thinking about that in real terms, our data indicates that 32% of marketing professionals are actively looking for their next opportunity and will accept another job before the end of the year. If you just take a step back and think about that, that means essentially one-third of your team could theoretically be looking for work at any given time.
What we often tell customers, especially when we connect with someone for the first time and they say, "We're in a good place, we don't need any talent, we're appropriately staffed on our initiatives," is the majority of the opportunities that we work on with customers were unanticipated at the time that the client reached out to us. Meaning they didn't know that they needed someone for this particular opportunity. You asked the question about when the client has a defined need and they're going out and looking for a person, that's challenging enough in and of itself, but then we can't lose sight of the fact that the majority of the needs are unanticipated.
Therefore, that makes things that much more difficult because, typically speaking, you're not only trying to find a great person to join the team, but you're trying to reallocate work that individual was doing before they left, which creates excess workload and potentially burnout, fatigue, decreased productivity for your existing team. So, sometimes it's not even just about how to go out and find that square peg for the square hole. It's really about how to anticipate what kind of stressors would theoretically motivate our team to start looking for something new, how we can address those on the front end and be more proactive about keeping our staff.
Did you hear that?
Do you need to find that person quickly?
Do you have a process?
Are you equipped to go back to the drawing board?
Hiring new talent, the right talent is not an easy path but, it's easier if you have a great process and are building and planning around capturing that next opportunity gold.
I'd be remised to if I didn't share that my mind also when to the importance of retention of your current team members who are A players!
Do you have an acquisition and retention plan around your marketing team talent?
Put the answer to that in the chat pane or, let me know on Twitter using the hashtag #mpb2b and of course, tag me using @georgebthomas.
We’ll get back to Paul Flaharty and his thoughts on How to Build a Great Marketing Team in 2023 But first, I have to ask...
Are you part of the MarketingProfs community? If not, become part of the MarketingProfs community by heading over to mprofs.com/mptoday - That’s mprofs.com/mptoday.
Now, it’s time for one of my favorite sections …
In The B2B News - Where we talk about breaking B2B news or really important tips we find on the google news tab related to you and your B2B business. This week, the title is ...
B2B Social Data: How to Build a Successful B2B Marketing Strategy For Social Media by Debbie Moran
Today's B2B marketers are faced with a constant barrage of content, and it can be difficult to know how to cut through the noise.
But social media marketing is one of the most effective ways to reach B2B prospects today, provided you have a strategic plan before posting.
Want to walk through the steps to creating a B2B marketing strategy for social media? Want to learn how to pick the right platforms for your business, what kinds of content to create on each one, how often to post, and how to measure ROI from your efforts?
Want to understand How to Build a Successful B2B Marketing Strategy For Social Media?
Then you have to check out this article! To read this article, check out the link below when the live show is over.
So let’s get back to Paul Flaharty and his Marketing Smarts podcast episode.
In that first clip, you might have picked up on how hard acquiring good humans when you need them might be. So, how can I make it easier for you in the future?
My thoughts, have the potholes and hurdles conversation so you know what to watch out for that might get in your way so, I asked Paul ...
What are some hiring hurdles marketing managers should be watching out for?
Here are some words to head.
Paul: It's a good question, and I think I could answer it in a variety of different ways. I think it still boils down to being proactive about thinking how to meet the customer where they are right now. Buying patterns are consistently changing and how a brand engages with their customers needs to change and evolve in order to meet those needs.
I would say that the market, even though it seems as though we're approaching the tail end of the pandemic, there is still so much change every single day as it relates to what is going on in the macro economy, what's going on with inflation, what's going on with the current state of jobs and jobs data, and that impacts the mindset of customers. I would say any decisions that are being made for 2023 as it relates to the marketing budget and how much to allocate to digital outreach, customer engagement, email marketing, you have to be so thoughtful about allocating resources appropriately to that section because if there's any motivation based on macroeconomic concern to look at marketing budgets and say, "Are there areas where we might potentially cut back from a spend perspective," I just think we've seen that movie before.
We've gotten back to a place where budgets look very similar to where they did pre-pandemic, which is I think exactly where they need to be, and they need to continue to grow and evolve for the marketing teams. That's creating potholes for yourself next year. If you aren't appropriately allocated to key marketing-based initiatives in digital, in client engagement, in brand.
One thing I know about 2023 without having a crystal ball is it's going to throw us unexpected curveballs. There's no question. If we don't have budget built-in to adjust for those, that might be as it relates to the budget for talent, that might be as it relates to the budget for tools, but one thing is for sure, teams are going to need to continue to adapt and evolve.
Did you hear that?
There is so much change.
Not only in the minds of your consumers but your employees and the people who you might be wanting to hire.
The allocation of funds based on what is happening from a cultural standpoint and what you need is highly important.
How can you build in budget to adjust? How can you set your teams and company up for the unexpected! These are all questions I think you just might want to focus in on in the future.
If you had the answers to these, the word stability or team stability comes to mind. We'll get back to Paul Flaharty in a few minutes but first it’s time for some ...
Dope B2B Learnings From The Vault of MarketingProfs Articles
That's right, It’s time to dig into the treasure trove of valuable information and pull out two pieces of gold to help you be a better B2B marketer.
Article one this week is: Remote Marketing Teams: Benefits, Challenges, and Five Tools to Keep Them Synced by Nikola Baldikov
Remote work, telecommuting, flexible workplace... all are terms used interchangeably to describe the same phenomenon: allowing employees to work some or all of the time outside of your business's offices.
This trend began with the IT revolution of the 90s and has dramatically increased since then alongside technological developments: 70% of office workers globally work remotely at least once a week, according to recent research.
Today, it is easier than ever to work remotely or manage a remote team. And, as with every workplace trend, there's a reason for this uptick (not just because there are more tools than ever for remote work).
Article two this week is: If Marketing Is As Critical As Sales Is to the B2B Pipeline, Why Don't We Formalize Training for Marketing Teams? by Jennifer Smith
In the not-too-distant past, B2B marketers were responsible for branding and communications. They created ads, brochures, and publications, and they set up booths at events.
The skills required didn't change too often. But it was incredibly difficult to track ROI, and marketing was seen as a function that "had to be done." Whenever an organization's finances got tight, Marketing was first in line for layoffs.
Then the Web was born... and everything changed.
Today's marketers are responsible for technology, demand generation, branding, communications, PR, AR, content generation, thought leadership, sales enablement, and so much more. Company leaders expect that marketers will track the impact of their efforts on pipeline and revenue.
Want to keep learning more? If so, check the links in the description below after the live show to get access to both amazing MarketingProfs articles.
Okay, back to Paul Flaharty... Let's dive back into this conversation of How to Build a Great Marketing Team in 2023
I don't know about you but, the next logical question in my mind and maybe the first question I wanted to ask Paul was, What does marketing team success look like?
Meaning, how do you know you’ve built the best team ever?
I love what Paul had to share here!
Paul: I think it looks different for different organizations. I don't think there's a one-size-fits-all as it relates to what the team would consider to be successful. One group might have been somewhat dysfunctional in 2022 just trying to adapt to this year's changes, getting the right talent in place, creating campaigns at an appropriate pace, meeting the needs of the business, so just getting out of the storming phase and getting into a place where there's more of a band of predictability where you can meet the needs of the business is your success for next year.
I would say from the perspective of most of the leaders that we talk to, it's about being a step ahead of the business, it's about anticipating future business needs and having the skillsets already on board on your team, such that you're able to present to them ideas around here's how we're going to build our lead funnel, here are some of the marketing campaigns that we think are going to have the most ROI for us, here's how we're going to enable revenue growth and actually be a major driver and contributor to what is perceived to be the business upside and growth potential, we're perceived as a growth center for the organization.
I think anytime I meet with my marketing team and they present a project-based initiative that they've been working on for quite some time that addresses a future team, either for my team or for my customers, and it's an eye-opener for me, it's an a-ha, I didn't anticipate it, that to me feels like they are highly successful. That and we have to be realistic about how quickly campaigns should be turned around. Just the asks have exploded in the last couple of years in terms of how much content the business needs to be creating to communicate different brand messages.
You have a reasonable ask for what you're looking for content to be created, it gets turned around in a reasonable period of time, you know exactly who the key stakeholders are that you have to reach out to you in your marketing team, they're responsive, they really understand the business and they're delivering quality work product in a proactive and thoughtful way. I think that feels like success for me.
But I love when I hear about a new tool that will make my life so much easier that the marketing team has been researching for months, that they're now prepared to talk about implementing. I know that's what really excites my teams.
Remember, It will be different for you than it will be for the other companies you know. There is no one size fits all.
But, focusing on how do you stay a step ahead.
How do you meat the needs of the business.
How do you live in a world of predictability.
How easily can you see the future marketing team needs and do you have the right humans on staff now for that?
Are you as a marketing team perceived as a growth center for the organization. If so, budget, team growth, and acquisition will be a completely different world then what you make have historically lived through.
We’re going to get some words of wisdom from Paul Flaharty here in a few minutes but right now it’s time to turn the spotlight on you, the MarketingProfs community. Yep, time for ...
From The #MPB2B Community
We searched far and wide in the #MPB2B universe to find amazing information and conversation to bring to the masses.
So, first, make sure you are using the hashtag, and second, make sure you have fun and add value to the community.
Then, we’ll spotlight you or your crew on the show. This week, it's ...
Corey from Tarzana or @CoreyTarne
The Tweet was:
How do you DEFEND against cut-price competitors…=
and keep yourself from SLASHING prices?=
You build a MOAT around your brand!=
(And then… fill it with ALLIGATORS!)=
Discover how =https://mprofs.com/fivewaystocompete
#mpb2b #b2b #b2bmarketing #digitalmarketing
But, you need to check out the description and click that link to check out the post and read or learn more!
Marketing Smarts viewer, I have to ask... are you going to be next to get the spotlight?
Remember community, use the hashtag #mpb2b on Facebook, LinkedIn, or Twitter and get the light shined on your awesomeness in the next episode or a future episode of the Marketing Smarts Live show!
Pro tip, it won't hurt if you tag me into your post as well I'm @georgebthomas on LinkedIn and Twitter.
Okay, let’s kick it back to Paul Flaharty and some words of wisdom around this topic of How to Build a Great Marketing Team in 2023.
Here is what Paul Flaharty wanted to leave us with...
Paul: We talked about essential work as it relates to the flexible work conversation and making sure that clients are thoughtful about what work is essential to be performed on-site. I guess thinking about the concept of essential work, I think that marketers with a high level skillset are essential to the business right now in a way that is more undeniable than it has been in the past, and that it's important for you to know your worth. Pay attention to resources like our Salary Guide. Don't put yourself in a situation where you're willing to accept below market compensation.
Be proactive about discussing your career development. I referenced how to retain your staff, you ask the question about how are you feeling about the experience on a scale of 1 to 10, but I think it's important for marketing professionals to proactively schedule conversations with their leadership where they're asking about their career progression, they're asking about how their work quality is currently being perceived. If you were to score my work performance on a scale of 1 to 10, what does that look like?
I think sometimes the turnover that marketing teams experience are because professionals don't understand what their opportunity looks like moving forward. What's the next step for you? How will you be developed moving forward? How will you grow? When you get to this place of essential value-add to the organization, you can be proactive about asking those questions. It's on the mind of your leadership, they're thinking about ways to retain you, so don't be afraid in your reviews to ask about where you're going and how you're doing.
You never want to give the impression that you're looking past today's work, so that's important, too, that you make sure that you communicate the fact that you're incredibly focused on delivering high level work product today. But I would say be proactive about those career discussions and know your worth.
What is essential?
Marketers with high level skill sets are important.
And, companies need to know their worth .
But, I think the employees also need to know their worth as well.
What does work progression and quality look like?
Are you measuring your internal opportunities and culture your teams live in and grow through?
How proactive are you being?
Have you enjoyed today's journey? Let us know, use that hashtag #mpb2b on whatever platform you are joining us on.
