Screen Recording 2025 12 01 at 10 31 39 pm

Summary

In this transcript, a team leader outlines a plan for an employee's first week, emphasizing team introductions, familiarization with the company's platform, and the need to develop a strong email marketing strategy. The company, Integro, lacks a formal email marketing plan, and the new hire is tasked with building foundations for lead nurture campaigns, newsletters, and internal communications. Key goals include evaluating the tech stack, standardizing processes, and improving collaboration with the team. The company is also in the process of acquiring another firm and managing additional marketing efforts for them.

Takeaways

• 😀 Onboarding process includes meeting team members, particularly those in marketing, and familiarizing with the company's platform and tools.
• 😀 There is an immediate need to establish a formal email marketing strategy, which has not been a focus before.
• 😀 The company has used Mailchimp for initial email marketing, but there is flexibility in choosing another email service provider (ESP) if it better suits the needs of the company.
• 😀 One of the company's primary email marketing goals is to build a lead nurture program and a monthly external newsletter to keep prospects and clients engaged.
• 😀 There is a desire to create an internal company newsletter as the team grows, to facilitate better communication within the company.
• 😀 Data is currently scattered across multiple platforms, and the company needs help centralizing and organizing it for more efficient use in email marketing and reporting.
• 😀 There is no current segmentation or standardization in email campaigns, and this needs to be developed from scratch.
• 😀 The company uses Google Analytics but is not fully utilizing UTMs or other tracking standards, and this should be improved.
• 😀 A designer on the team, Zen, is overloaded with various design tasks, including email campaign design. The new hire will help alleviate this by taking over email design and setup.
• 😀 The new hire will have autonomy in shaping the email marketing strategy and will be expected to propose optimizations and workflows based on the company’s goals and niche.

Q & A

What is the primary focus of the initial onboarding for the new team member?

The primary focus is to familiarize the new team member with the marketing team and some of the key stakeholders in the company, specifically in marketing, business development, and tech. Additionally, the new hire will receive an overview of the platform (Integro) and learn about the company's email marketing efforts.

What is the current state of the company’s email marketing efforts?

Currently, the company does not have a formalized email marketing plan. The only past effort was a scrappy email nurture campaign launched after a major event (Dreamforce) using Mailchimp. The company seeks to establish a more strategic and structured email marketing program moving forward.

What tools or platforms does the company currently use for email marketing?

The company has a subscription to Mailchimp, but they are open to using different tools, especially since Integro is built on the Salesforce platform. The team is exploring whether they should leverage Salesforce as their primary email marketing tool or explore other providers.

What are the key deliverables for the new hire within the first few weeks?

The new hire will need to conduct an audit of the current email marketing systems, build foundational elements such as segmentation strategies, and help create a standardized process for campaigns. Additionally, the new hire will need to collaborate on developing lead nurture campaigns, an external company newsletter, and an internal newsletter.

What is expected in terms of collaboration with other team members, especially in content creation?

The new hire is expected to collaborate closely with the content team, including the SEO and blog manager. They will be responsible for integrating content from other departments, such as blog posts, into email campaigns and newsletters. The team is encouraged to work together to align marketing efforts, ensuring content synergy.

What role does Zen, the designer, play in the current marketing efforts?

Zen is the go-to designer for all things visual in the marketing team. He handles everything from business cards and videos to email design, often working on email campaigns despite not having a background in email design. The new hire is expected to take over the design and setup of email campaigns to relieve Zen from this responsibility.

How does the company manage its data and what improvements are needed?

Currently, the company stores data in multiple, fragmented places, leading to inefficiencies. One key task is centralizing this data, identifying any gaps, and ensuring compliance. There is also a need to evaluate the tech stack to determine if the Integro CRM tool is sufficient for email marketing or if another tool is required.

What are some of the challenges faced by the company’s email marketing efforts?

Some of the challenges include a lack of segmentation in email lists, no standardized process for naming and structuring campaigns, and poor utilization of tracking tools like UTM parameters for Google Analytics. The company also lacks a clear strategy for A/B testing and optimizing campaigns.

How does the company handle email campaign performance tracking?

Currently, Google Analytics is used for tracking, but there is limited use of UTM parameters. The company is looking to improve their tracking standards and use better tools for performance reporting and campaign analytics.

What future changes or improvements are anticipated in the company’s email marketing program?

Future changes include the development of a more structured and consistent approach to email marketing, with a focus on lead nurturing, external company newsletters, and internal newsletters. The company aims to build a robust email marketing program with standardized processes, better tools for tracking, and improved segmentation and optimization strategies.