Hey, I’m Chrissy Mais. I’m a content creator and Content Marketing Manager at Animalz, living in New Jersey (state of the best pizza & bagels). I also write articles for davegerhardt.com. Let’s connect on LinkedIn & Twitter!
Have you ever been in the office (many moons ago maybe), super pumped about hitting a marketing goal? You may have turned to someone in the break room, ready to give them a high-five, but instead, they gave you a face that read, “huhhhh?”
Moments like that make you realize that sometimes marketing can be a black box. There’s so much going on: content, events, new sales collateral, new product announcement, or supporting the HR team with employment branding. Marketing is often doing many things at once across the company — and that can make it hard for everyone to stay up to date on what’s going on across marketing (and how marketing is driving business value).
So if you’ve heard people on teams outside of marketing call it a black box, it’s time for you to emphasize the power of internal marketing. Your position builds credibility and trust, while also ensuring company culture is A1.
Don’t leave it to the designers, product managers, finance & HR folks in your company to break down what you do. Make it your team’s priority to ensure everyone inside your organization truly understands the value of your role.
Whether working remotely, in the office, or in a hammock, the following three actions will help you express your marketing responsibilities clearly to others in the company. The more you have to share and highlight, the more colleagues will value your role, seamlessly collaborate, see how you contribute to revenue, and most importantly — be ready for the next high-five.
1. Overshare & Overcommunicate:
Be overly transparent when sharing your role. Don’t just explain what you’re working on. Go into the details on why you’re working on a project and how it adds value to the company.
For example, when Dave first started out at Drift, they would run “Show & Tell” meetings on Fridays. “Anybody that worked with me at Drift knows that I took presenting inside of the company more seriously than even outside of the company,” he says.
Engineers would present new codes, designers would give a sneak peek at mockups, while Dave would “tell” everyone about the blog posts he wrote. But he couldn’t stop there. He’d then “show” traffic growth, Twitter engagement, and well-known figures who mentioned the brand — all of which led to more eyes on Drift.
If he had only said “Hey, I wrote 2 blogs this week”, people would question why he was in the room. But his passionate add-ons are what allowed people in other departments to see the value of his marketing role.
2. Control the Narrative & Pump Up Your Team:
Every day in Slack, make it a thing for everyone on the marketing team to share what they’re working on. Whether it be three bullets, an article draft, or their midway point of a monthly audit — ensure you all make it visible to everyone in your org.
Sharing your task will allow others in the company to get a peek inside your day-to-day — revealing your actions instead of just words. And as a cherry on top, posting daily updates boosts momentum for the peeps on your internal team.
3. Consistently Put Yourself in Front of Your Company
After you get into the flow of sending out daily updates with your team, highlight your value on a higher level by sharing WINS on a weekly basis through slides presentations.
While coworkers have access to the channels that your team posts daily, they may not be checking it as often as you’d hope. They want to see the goodies. So when collecting info, consider showcasing these 3 goodies in your slides:
- Numbers: That includes conversion rates, new paid customers, monthly revenue, and increases in traffic. Measurable digital is what will grab peoples’ attention, especially for your friends in sales.
- Highlights: What’s something cool that recently happened? Did a tweet of yours go viral? Did a well-known influencer reach out to collab? Let the world know.
- Priorities for the week ahead: From releasing a new TikTok video, hosting a new webinar, or launching a new social ad, sharing your upcoming agenda will help hold your team accountable and get colleagues excited to see when everything releases.
After you create a few slides with the above factors, make it more personable by adding a Lume or Drift video over it. Take 5 – 10 minutes to go into detail while going through the slides. After that, email the video and slides to everyone in the company.
You know the power of internal marketing and how it helps highlight the value of your company. Now it’s time to take the above actions today. Do this consistently enough and you’ll generate more momentum, not just for your team, but for the company as a whole.
Are any of these methods aligned with the way your marketing team is educating others outside of your internal team? If you have additional ways in action, tell me more! And if you want to learn about more B2B marketing strategies to grow, join DGMG University’s 4,000+ members community with 70+ videos and templates inside.