Deep Dives: Marketing Activities

A Note on Deep Dive Conversations

Deep Dive conversations are designed to get your thinking started so that the agendas will be fairly loose sometimes. We'll know we have a good deep dive if the meeting is conversational. We allow the conversations to dictate the questions, as the greatest insights often come from the 3rd follow-up question that we hadn't expected to ask but asked because of something said. 

The Marketing Activities deep dive aims to understand your current (and planned for the future) marketing efforts and the tools you use to complete these activities. 

Common Questions

• How many marketers do you have on your team?
• Are you currently blogging? If so, how frequently and how are you promoting that content?
• Are you currently posting on social media? If so, what channels do you use, and how frequently are you posting?
• Are you currently sending any marketing emails? If so, what platform are you using, and what types of emails are you sending (nurtures, event promotion, etc.)
• Are you executing any paid social media campaigns?
• Are you executing any paid promotion outside of social (PPC, retargeting, display, etc.)
• Are you creating video content? If so, where is that hosted? Are you creating that content in-house, or do you have a partner helping with that creation?
• Are you participating in any live events? (webinars, conferences, etc.)
• Are you executing any campaigns? What does a typical campaign look like? 
• Do you have a content calendar?
• What existing key metrics are you tracking? (ex. Email opens, landing page views, referral traffic, etc.) And what tools are you using to track that information?
• Are you tracking attribution?
• What tools are you using to execute marketing activities? (email sending, social media scheduling, etc.)
• Are you utilizing chat on your website?
• Where is your website currently hosted?
• How are you generating awareness in your market?
• How are you generating leads?
• How are leads being captured and stored?
• Are you nurturing leads once they have been collected?
• How do you generate engagement with leads?
• Do you use lead scoring?
• What is your process for qualifying leads?
• How do you track the status of leads generated from marketing efforts?
• What happens when a lead enters your system (CRM, etc.)?
• What happens when a lead is qualified to hand over to sales?