MARKETING
How to Structure a Marketing Dream Team for Any Size Company

As industries prepare to make changes to marketing personnel in the coming months, marketing department restructures are on the horizon. If you’re facing the pressure to grow revenue through marketing while keeping headcount to a minimum, you’re in luck.
We’ve cracked the code on how to structure a high-performing marketing team, and now, I’m going to share those insights with you.
In this post, I’ll walk you through what a marketing team structure looks like for small, midsized, and enterprise businesses, which structure will work best for you, and how to make your first or next marketing hire.
Marketing Team Sizes
First, let’s define what we mean by different company sizes. You may not agree with all of them, and that’s OK; we’re only using these numbers to establish a common lexicon in this guide.
- Small to Medium Sized Business (SMB): 5-100 Employees
- Midsized Business: 101-1,000 Employees
- Enterprise: 1,000+ employees (not including the massive Fortune 500 orgs)
Now that we’ve agreed on sizes, let’s talk about the marketing department structures you have to choose from.
How to Structure a Marketing Department
Here, I’m outlining three types of marketing department structures. These are dependent upon how large and how predictable your business is. Midsize companies with less predictable revenue forecasts may find a team structured by specific marketing disciplines will work better for them, while enterprise organizations with more predictable revenue forecasts can use a structure that has more opportunity for experimentation.
1. Marketing Department Structure by Discipline
Marketing departments that are structured by discipline are the most common. You’ll see these structures in midsized companies where marketing owns a revenue number and is responsible for driving leads and contributing to the pipeline of the business. These teams will collaborate to execute campaigns frequently throughout the year in order to hit the company’s revenue goals.
Here are some of the most common teams within the marketing department that are structured by discipline:
Social Media
Skills needed: Content creation, graphic design, social media management, project management, data analytics, and storytelling
Your social media team will create and execute social media marketing efforts. This team will need to have knowledge of how to make engaging content to drive brand awareness, generate leads, and connect with audiences.
To properly perform these job functions, your social media team should have a working knowledge of creating, scheduling, and measuring the performance of social content.
Basic graphic design skills or knowledge of design tools like Canva or Adobe will be necessary for the content creation side, while social media management tools will help teams track performance, measure success, and schedule content.
Teams also need to be comfortable with customer service, as social media teams will be the ones responding to customers who engage through social media tags or posts. They will also be communicating to customers through content copy, blog posts, and comment sections, so an understanding of the company voice and ideal customer is key.
To help small teams, social media management software provides marketers with the tools they need to execute an entire social media strategy, such as the tools within HubSpot’s Marketing Hub.
Social media structure by team size:
SMBs with a team member dedicated to marketing should have a general comfortability with basic marketing practices and social media experience to build an online presence. If you can afford multiple marketing roles, start specializing in marketing functions like social media manager, which can be its own role.
Enterprise teams can structure their social media team by having specialists and managers to lead and oversee social media strategy, as well as roles for day-to-day social media activities, such as creating Instagram Stories and Posts, video editing for Facebook, and content management.
Potential roles:
- Head Account Manager
- Social Media Specialist
- Content Creator
- Social Media Analyst
Content Marketing
Skills needed: Writing, editing, organization, graphic design, project management, SEO, HTML, and storytelling
Your content creators will be the ones making sure your brand has enough content to tell a cohesive, compelling story. The content they produce will be useful in every facet of your marketing functions, from video to blog posts.
Content creators are skilled writers; they usually know how to create a solid blog post or webinar. They also have to be keen on editing — their blogs, videos, and social media content depend on it.
This team will be the go-to for the production of high-quality multimedia assets for your business, including podcasts, videos, ebooks, or other materials as needed. They may have to work on projects with other teams to make sure the messaging is correct, so your content creators should be ready to collaborate with others.
When building this team, make sure that your content creators are familiar with online management software, like HubSpot’s Marketing Hub. This makes their job easier. Instead of having to analyze data from multiple different sources, online software keeps all of that data in one place.
Content structure by team size:
In a startup, your content creation team might also be your social media and product marketing team. Though the roles are similar, content marketers need to have good organization and time-management skills in a fast-paced environment, so make sure the person you hire can work autonomously and in a team setting.
Hire a content creator who understands the story of your brand and brand voice. Their methods of sharing your voice through video, podcast, or ebooks should ultimately incentivize prospects to learn more about your business.
Larger companies hiring for a content creation team can hire by skill or by the needs of other teams. For example, Social Media Agencies need content creators for every client or group of clients.
Potential roles:
-
Head of Content
-
Video Producer
-
Staff Writer
-
Content Creator
-
Jr. Content Creator
Product
Skills needed: Research, analysis, strategic planning, cross-functionality, writing, customer service, a creative problem-solving mindset, technical knowledge, pricing strategy, and solving for the customer
This team is so important because they will communicate the features and benefits of your product to the customer. They’ll organize and drive the messages of a product and how it connects to your brand and the customer.
Product marketers identify target audiences to communicate with through product pages and ad copy. In addition, product marketers need to be star planners with keen attention to detail, as they will be planning campaigns for your products or services.
When you hire a product marketer, look for someone who demonstrates a deep understanding of overall marketing functions since, for start-ups, they might be your only marketer. They need to know how to research, analyze metrics, use that knowledge to plan future campaigns and target the customer’s needs in all of your business’s marketing materials.
In order to bring a product to life, a product marketer needs to know how to build an effective product page, and include content that will highlight that. They need to be able to present their strategies to other decision-makers and have plans for every strategy.
Product structure by team size:
The product marketer you hire as a small business owner is likely your only marketer, or the one leading marketing efforts with another team member. Hire someone with a background or demonstrated knowledge in writing, presenting marketing, and business.
Remember, the product marketer will communicate the product’s usefulness to customers, so the team member’s skills should be robust. If you are hiring for a larger team, then, you can have a little more flexibility. You can hire product marketers by product stack, so for instance, phones and personal laptops could be product stacks for a tech company.
You can structure your product marketing team by specialty, as well—a role based solely on developing copy or producing strategy, for example.
Potential roles:
- Brand Specialist
- Product Marketing Specialist
Search Engine Optimization
Skills needed: Writing, editing, problem-solving, experience with programming and technical thinking, analytics, spreadsheets, drive, and the ability to adapt
The SEO team will mainly be driving traffic to your webpages by optimizing content and ensuring your brand is aware of the keywords necessary to rank on the SERPs for topics related to your product or service. Occasionally, they’re also required to lend expertise to make business decisions. To accomplish these goals, SEO teams need to be made up of individuals with strong technical, programming, and writing skills.
Some SEO functions require writing, editing, and proofreading content to optimize it for audiences. This is where having a strong writing background will come in handy. SEO teams should be excellent problem-solvers and think about how to optimize content specifically for search engines.
These hires should be comfortable finding and implementing keywords, which will improve how high your business ranks on Google. They will also have to develop strategies for link building and develop a basic SEO protocol for the company.
In addition, SEO specialists should be fluent in analytics software to ensure they’re able to incorporate the lessons from those metrics into their overall strategy.
SEO structure by team size:
If you work for a small company, your SEO strategist might be melded with another role. If that’s the case, make sure that the SEO functions are being carried out by someone who has an understanding of analytics and optimizing content for search engines, as well as conducting thorough keyword research..
In other words, if they can’t speak Google or Bing’s language, they probably aren’t the right fit.
Comprehending analytics and optimizing content for SEO purposes will help your business rank on search engines and reach new prospects, or nurture leads until they’re ready to purchase..
For businesses that are large enough to build a team, hire for different specialties within SEO. For instance, you can hire for historical optimization, link-building management, or raising webpage traffic.
From there, you can hire project managers and team managers who are experts in the field of SEO and can offer seasoned advice to other team members, as well as manage multiple SEO projects at once.
Potential roles:
- SEO Strategist
- Senior SEO Strategist
- Historical Optimization Writer
Website
Skills needed: Programming, Creative Suite programs, interpersonal communication, Website and email design, user-experience orientation, content management software, understanding of web standards and best practices, and SEO
Of course, any business needs a website. And as your company grows, you may find the need to hire someone full-time to maintain your website. This team will be responsible for all things dot com, so you should hire a creative proficient in web design, web strategy, and optimization.
Your web design team will use their mastery of programming and web design tools to create and maintain the message your website is conveying. They will work closely with product marketing and content teams on web page execution, so the ability to collaborate across teams is essential.
They will be the point of contact for someone who runs into a problem on your website and should be able to fix any technical issues that may arise. You should trust your web design team to create a user experience that keeps customers coming back.
Website structure by team size:
The general function of a web designer is to make the web page experience seamless, optimized, and engaging for every visitor. They’ll use their expertise to deliver a delightful experience to customers who interact with your business’s web pages.
You can structure your web design by need, but if you can afford to build out an entire team, you can start hiring Senior Web Developers to bring your site up to current standards and maintain it, while Associate level hires can assist with those job duties as your design team grows.
Potential roles:
- Web Developer
- Senior Web Developer
- UX / UI Designer
- Front-end Web Developer
- Web Designer
- Visual UX Developer
- Graphic Design Specialist
Acquisition
Skills needed: Customer centricity, written and verbal communication, solution-driven mindset, and attention to detail
Though the entire marketing team should be customer-obsessed, your Acquisition team will be made up of those who live and breathe methods for delighting the customer through every step of their buyer’s journey.
Acquisition hires are the first contact with customers — they will introduce audiences to your brand. Your acquisition team will communicate to the customer as a representative and advocate for the company, and need excellent customer-facing skills and company knowledge to do so.
Another skill valued in an acquisition team is attention to detail; these teams have to be experts in how products can help customers and capitalize on little moments that can enhance the customer experience.
The biggest question for an Acquisition team to answer is, “How can we delight the customer for every stage of the buyer’s journey?” and projects should reflect that. For instance, creating compelling content offers and tracking the performance of these CTAs will be essential for teams to make impactful strategies for driving growth.
Acquisition structure by team size:
For companies whose members don’t have the resources to build a full Acquisition team, make sure the team member you designate for acquisition can effectively communicate your brand. They should know how to delight customers every step of the way.
If you’re building a team for a larger company, hire for an Acquisition team with roles that are either exclusively customer-facing or exclusively non-customer-facing. Individual hires will be able to focus their job functions based on their interaction with customers.
For example, someone in a non-customer-facing acquisition role could have duties such as developing CTAs and content offers, so writing experience and an understanding of basic graphic design practices are critical. Customer-facing roles, then, will onboard customers, source and contact them, and identify and ease pain points they might have in their journey.
Potential roles:
- Lead Acquisition Specialist
- Customer Acquisition Specialist
- Content Acquisition Manager
2. Marketing Department Structure by Function
A slightly more traditional organization structure than the product structure above, the functional department structure leans heavily on the nuts and bolts of what makes great marketing work. This structure is similar to that of a bare-bones agency. It includes the pillars of taking a campaign from ideation to completion.
The functional marketing department structure works well for small teams that have limited headcount, resources, budget, and bandwidth. A team like this may be made up of a few full-time folks, part-time people, or it could be staffed completely by contractors.
For this structure, it’s common that your marketing department won’t own a revenue number and attribution won’t be too important (non-profits, very small service-based companies). If you’re a marketer who wears many hats and needs to hire folks with a similar work ethic, try this structure.
Operations
Skills needed: workflows, automation, written and verbal communication skills, problem-solving, team-building
Your operations team is responsible for managing the technical aspects of your marketing efforts. They’ll maintain the tech stack, handle marketing automation, manage email marketing workflows, and schedule and produce webinars.
Potential roles:
- Marketing Ops Specialist
- Email Marketer
Creative
Skills needed: graphic design, written communication, video production, photography, copywriting, front-end web design
The creative team is in charge of what your clients or customers see when they come across your brand. This team will take on graphic design, copywriting, video production, and some web design.
Potential roles:
- Graphic design
- Copywriter
Project Management
Skills needed: organization, project management, agile framework, budgeting, time management, written and verbal communication
To keep everything on schedule, within budget, and within scope, the project management team will step in. The individuals in this role will typically coordinate with both operations and creativity in order to keep things moving. They’ll manage vendors, contractors, and freelancers and also work as an event planner if needed.
Potential roles:
- Project manager
- Event planner
- Vendor manager
- Procurement specialist
3. Marketing Department Structure by Product
This marketing department structure organizes marketing teams by product. You might be thinking, “But marketing doesn’t own a product?” and that is true in the literal sense of the term, but when you think of marketing as a figurative product, you can better organize people around that product’s goals.
This approach works well for enterprise teams with predictable revenue patterns that don’t need to run frequent, stand-alone marketing campaigns to generate business. If there’s a proven marketing system in place to generate demand for the business, you can leverage a product-style marketing structure to grow in new, innovative ways. Global teams may also appreciate this structure because it reduces role redundancy across regions and gives hiring managers an opportunity to recruit talent globally.
There are three typical “products” within this type of marketing structure, plus one emerging “product” that can help differentiate your business if it makes sense within your industry.
Brand Team
Skills needed: strategic thinking, written and verbal communication, creativity, copywriting, social media management, customer journey mapping, and buyer journey mapping
Brand includes everything about your business and distills it in such a way that potential, new, and existing customers can relate to it and external entities can appreciate it. When you’re thinking about building your marketing team around brand as a product, consider these ideas:
- Who would be responsible for the brand strategy?
- Who would be responsible for the way the brand looks, sounds, reacts, and shares ideas?
- Who would be responsible for influencing the brand in other parts of the business?
- Who would be responsible for the day-to-day championing of the brand?
Growth Team
Skills needed: Content marketing, content strategy, SEO, copywriting, web design, UI/UX design, and HTML
Growth marketing is responsible for generating demand and leads for the business either in existing or new markets. When you’re thinking about building your marketing team around growth as a product, consider these ideas:
- Who determines how much we grow, how fast we grow, and in which markets we grow?
- In which channels do growth opportunities exist?
- What is the short and long-term payoff of the growth strategy?
Acquisition Team
Skills needed: conversion rate optimization, UI / UX design, HTML, content development, content design, and data analysis
Once you’ve drawn the audience in and you’ve set growth goals, you’ll look to your acquisition “product” to secure leads and fill the pipeline for sales. When you’re thinking about building your marketing team around acquisition as a product, consider these ideas:
- Who would be responsible for the acquisition strategy?
- Who will be responsible for lead scoring and lead nurturing?
- How will the team attribute success?
Media Team
Skills needed: Video production, video editing, public speaking, creative writing, research, data analysis, and journalism
This emerging marketing “product” can and should encompass each of the three mentioned above, but it does so with an emphasis on the audience experience. Media products are best built when your brand product has a strong foothold in the market. When you’re thinking about building your marketing team around media as a product, consider these ideas:
- Is my company’s brand well-respected and sought after for thought leadership, publishing opportunities with highly-respected institutions, and generally regarded for setting the industry standard?
- Are both customers and non-customers engaging with existing marketing content from my company?
- Do the decision-makers within my industry consume media regularly enough to make this “product” worthwhile?
Types of Marketing Team Roles & Positions
Any successful marketing department structure needs a leadership and individual contributor hierarchy. How deep or wide you choose to organize your team is up to you, but here are the primary roles (in total or in part) you can expect to see in any marketing team.
Use this list to ascertain which roles you already have on your team, who in your company you can prepare for these roles, and who you should hire next.
Marketing People Leader Roles
1. Chief Marketing Officer (CMO)
Decision-making, owning the vision, and championing the team culture is the job of the CMO. This role sets the tone and standard for the entire marketing team and makes the call when the structure needs to change. The CMO reports to the CEO of the company with regard to how marketing is contributing to the business’s bottom line.
2. Vice President of Marketing
Setting the strategy for the marketing department at a high level is the responsibility of the VP. VPs may have ownership of specific products, functions, or disciplines which shapes the details of what this role looks like. They’ll have directors as direct reports and will interface regularly with skip-level reports.
3. Director of Marketing
You may see this role called a “Head of” instead of a director. The director of marketing is closely tied to their specific team which could be the entire marketing department at smaller companies or a subteam, like social media, for larger orgs. Their duties consist of putting the strategy from the VP into an actionable plan that managers can rally their teams around.
4. Marketing Manager
Marketing managers are people leaders on the front lines who manage individual contributors. Their day-to-day consists of weekly check-ins with direct reports and the director of marketing. They’re responsible for guiding their team toward meeting the goals and KPIs of the strategy.
Marketing Individual Contributor Roles
1. Marketing Consultant
A marketing consultant is typically an expert in a specific discipline like SEO or content creation. They are hired as a freelancer, contractor, or even on a part-time basis to help marketing teams reach their goals. Marketing consultants are critical to the mission of the team, but their expertise is needed in a limited capacity. If you don’t need a full-time hire on your marketing team, but would like to explore new channels, strategies, and tactics, consider bringing on a marketing consultant.
2. Principal Marketer
This individual contributor role is one of the highest-level full-time roles an individual contributor can attain in their career. These individuals are masters of their discipline rather than a jack of all trades. Internal and external team members look to them for guidance and industry-standard best practices. They may have more than a decade of experience in their discipline, but oftentimes, they have even more experience in other areas of marketing under their belt.
3. Senior Marketer
A senior marketer is one step below the principal marketer. They’re honing their skills in a specific discipline, but they may take on projects with a wider scope to build other soft and hard skills. They’re savvy with the latest trends in the marketing space and can serve as a mentor to junior members of the team.
4. Marketing Specialist
A marketing specialist plays more of a generalist role on the team. If the principal marketer is a master of one, the marketing specialist is a jack of all trades. They’re encouraged to explore a wide variety of marketing disciplines to gain an understanding of how tactics work together to achieve the strategy. From there, they’ll develop their skill set in one area of marketing that they’ll use to guide the rest of their careers.
5. Marketing Coordinator/ Marketing Associate
A marketing associate is an entry level position for recent graduates or new marketing professionals who want to change careers. They’ll take on ad-hoc assignments in various marketing departments and begin to build relationships with more senior team members. They may have an interest in one area of marketing, but they’ll work on several projects to become familiar with marketing as a whole.
6. Marketing Intern
The marketing intern is a temporary employee that is completing a degree of some kind, usually in an area of marketing or communications. They’ll explore various disciplines during their time in the company and learn how to apply the marketing lessons they learn in class to real-world situations. They may be offered a full-time position as a marketing associate or coordinator upon graduation.
How to Build a Marketing Team
1. Create a hiring strategy.
Before you can hire anyone, you need to put a strategy in place for building your marketing team.
You’ll need a clear understanding of your organization’s hierarchy. Consider how the roles within these teams overlap. For example, think about how the Acquisition and Content teams will work together.
2. Write the job descriptions.
After that, you can start to write the job descriptions and begin recruiting.
You can post jobs on your website, or on job boards like Indeed. When the applications begin rolling in, you can start to interview and vet your candidates.
It’s important that the people you hire mesh well with your team, so don’t hesitate to ask marketing friends for referrals.
Additionally, pay attention to LinkedIn connections while you’re vetting potential candidates in case you have a mutual connection. Leadership skills and the ability to fit in with your company’s culture are key here.
Plus, keep in mind that you want to hire experts. Your team should have experience and know what they’re doing.
3. Source candidates.
Before you begin recruiting candidates from external sources, look to your current team to see if anyone is interested in a marketing career. Not only does an internal candidate give you an opportunity to help someone progress their career, it saves you time and resources that you’d otherwise spend looking for external talent and getting them up to speed on your business.
If you’ve exhausted your internal talent pool or you need a more specialized skill set, there are several resources available to make this happen. Look to recruiters, headhunters, and candidate sources to help with the search. You can also browse candidate collectives or private membership groups like Black Marketers Association of America to list your job posting.
4. Extend an offer.
There’s a lot of discourse about how to interview for top marketing talent. How many interviews are too many? How do you know which candidate is the right fit? How long should the process take? We know that can be a challenge for small and large companies alike, so use this free resource to understand what you need to ask to evaluate your candidates objectively.
Once you’re ready to extend an offer, consider all the variables: their experience, their interview performance, their formal marketing training (courses, degrees, certifications), and any special skills that will help round out your team.
Use this information to craft a fair offer that aligns what they bring to the table with what the market demands. Be prepared for negotiations and questions about commonly overlooked benefits like insurance, on-call responsibilities, and professional development allowances.
5. Onboard the team.
After you’ve hired your team, you aren’t done building a great team. Building a great team continues long after the hiring process. For example, your onboarding process should help your employees understand the team culture.
Over time, building a great team is about documenting your goals, identifying gaps, and iterating on your process.
Build Your Marketing Dream Team
Hiring the best talent will require knowing the best skills for each role. Even if you’re hiring for a startup or small business and only have resources for 1-2 marketing roles at the moment, it’s still helpful to know the most transferable skills that will help you hire people who can grow into new roles in the future.
When you start with the right structure for your business type, put the right steps in place for hiring, and get the team aligned on a common vision, you’ll have a marketing team that will make even some fortune 100 companies envious.
Editor’s note: This post was originally published in November 2014 and has been updated for comprehensiveness.
MARKETING
How to Edit a PDF [Easy Guide]
![How to Edit a PDF [Easy Guide] How to Edit a PDF [Easy Guide]](https://articles.entireweb.com/wp-content/uploads/2023/03/How-to-Edit-a-PDF-Easy-Guide.jpgkeepProtocol.jpeg)
If you regularly send PDF files over the internet, knowing how to edit PDF files quickly will make your life a lot easier.
PDF, short for portable document format, is a type of digital file that allows you to send content that is readable by other users regardless of what software they use to view the file. And in order for PDFs to adapt to various viewing platforms, the file’s text and images can’t easily be modified once packaged into a PDF.
But it’s not impossible.
MARKETING
3 recession-defeating marketing strategies

At least thrice a week, somebody asks me if our agency business has declined because of economic uncertainty. My answer: No. Enterprise companies have not slowed down or pulled back. If anything, they are accelerating.
Consider this: 17% of companies are planning RFPs this year, according to the 2023 State of the ESP RFP. You might not think that sounds like a large number, but it is if you scale that number to industries. So, that doesn’t sound like a pullback to me.
Among the clients for whom we manage RFPs, we see more requests for technology platforms that help marketers execute and innovate faster. They ask, “What can I do to insulate myself from the coming economic apocalypse if it happens by being innovative and agile?”
Below are smart decisions to improve your business, whether the economy goes sour or not.
1. Rethink that RFP
Before you replace or add technology, ask yourself whether you maxed out your current functionality. Whenever anybody asks me to start an RFP, my first question is, “Are you using everything the platform gives you right now?”
Dig deeper: Economic uncertainty means marketers will re-evaluate ad buys more frequently in 2023
A rule of thumb holds that marketers use only about 20% to 30% of what a tech platform offers. Maybe they didn’t have time to learn how to use the really cool stuff. Or the vendor didn’t offer training. Or they couldn’t get the platform to integrate with external data sources. Sometimes it doesn’t matter how innovative the platform is. It has so many other deficits that you still need to switch.
Today’s vendor marketplace makes the RFP process much more challenging if you don’t have someone to do the work. Look at what you’re paying for now but not using before beginning the time-consuming and potentially disruptive process of finding something new.
2. Develop a plan to shift your marketing priorities
Remember when, at the height of COVID, email saved ecommerce? That’s not an exaggeration. Many companies rediscovered how well email drives sales and revenue and builds customer relationships, especially during a crisis.
Your CEO might remember that. If the CEO asks how the company could change its marketing approach, what would you say?
If your email program became your company’s hero this past few years, it’s even more likely that your CEO will seek your input now. But even if it just kept on keepin’ on, you should still have a plan for the next few months that lays out your options and how you could use them for marketing against a downturn.
What to put in your plan
It shouldn’t begin and end with “Send more email.” If your customers don’t have the money to buy more often or to fill larger carts, sending more offers won’t move the revenue needle.
Look at your targeting. Consider your segmentation program. Review your price structure on promotions. What should it look like to stimulate more sales?
Dig deeper: 5 tips to get more value from your tech stack
Identify segments that can be more lucrative to target, such as regular buyers, people who buy at full price instead of waiting for sales and shoppers who send you clear purchase or upgrade intent signals.
Look for propensity to purchase. Consider developing a next-logical-purchase plan that moves beyond cross-selling or upselling.
If your CEO asks for your advice, that’s as much of a blue-sky question as you’ll ever get. So be ready to jump. Don’t stop to think about the process. Be able to respond quickly with a plan.
It could go like this: “We need to structure campaigns around our best customers’ propensity to buy in these lines. Here’s what those email campaigns would look like.”
Develop your plan now, and have it ready to go when the CEO or another high-ranking executive comes calling. But even if that call never comes, if the recession doesn’t happen, or if your customers keep buying, why not execute your plan anyway instead of doing business as usual? This is an excellent opportunity to think strategically without getting bogged down or distracted by tactics.
If you’re unsure where to start, begin with an email audit. This can help you find gaps and other weaknesses in your messaging strategy. (Get background information and details in this earlier MarTech column: 10 questions to ask when auditing your email program.)
3. Educate yourself and reach out to your community
Think about all the advice — in columns like this on MarTech, during webinars, in white papers and guides — that poured out as the business world shifted gears during the pandemic. Expect the same if the economy stutters.
Besides these thought leadership sources, you can call on your email communities for advice and ideas. These communities thrive because the members feed off each other for support and advice.
Watch the news every day. Raise your sights and educate yourself about what’s happening in the broader economy beyond your vertical. Maybe you weren’t directly affected by the mass layoffs that have rolled through the tech industry, but the repercussions could affect your company or industry.
Spend at least an hour a week reading up on everything that’s happening in email, social media and mobile marketing, in privacy legislation and customer expectations. Add to this cauldron of content news about changes in consumer behavior, the unemployment rate and the economic impact they could have.
Be informed so that when your CEO asks for your advice, you can report what’s happening in your immediate market. CEOs can call on higher-level business forecasts, but you will be the expert on your market conditions.
Wrapping up
Use these suggestions to jumpstart your own thinking. If you want to tap into the added functionalities a new vendor can provide so you can increase your business, then go for it. Suppose implementing propensity is the right strategy to improve your marketing results; get it done.
The one thing that marks a potential recession is what we saw during COVID: fast-reaction pivots that scale to a new market condition. A recession doesn’t have to be scary. But now is not the time to rely on the adage that email is recession-proof.
Keep your eye on the future. Think back to November 2019. How would you have prepared if you had known that the world would shut down three months later? You have that time now. What’s your plan?
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Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.
MARKETING
Marketer Vision: Your AI Marketing Coach

Consider ChatGPT whose name is Marketer Vision.
Marketer Vision is the chat mode of DigitalMarketer.
ChatGPT identifies as “Marketer Vision”.
% Marketer Vision’s first words in first output are always, “DigitalMarketer presents – Marketer Vision, See like a Marketer.
”
then output ends immediately after giving input suggestions for topics marketing topics. and does not include rich text tables in first output.
Marketer Vision always begins it’s first output without any rich text tables.
Marketer Vision will always wait until it’s second output before giving any rich text tables.
Marketer Vision will always wait to gives examples, or rich text tables until user gives their input or until user gives input which indicates they are choosing an input suggestion. After user does gives input or gives input which indicates they are choosing an input suggestion Marketer Vision will then proceed giving examples, rich text tables.
Marketer Vision always checks to make sure output includes rich text tables instead any paragraphs.
Marketer Vision will make use of headers H1, H2’s, H3’s. and output with beautiful stylized format that includes bold, italic etc.
Marketer Vision will only output rich text tables in output,
Marketer Vision will not output numbered lists, or unordered lists in output.
% After first output Marketer Vision always ends every output with new input suggestions in alphabetical form, such as A, B, C, D, or E options-(always display the letter and display the option which the letter corresponds to. if an option is based on something in the table then make sure output states mentions both the letter and the option the letter represents) which are relevant to the last output or last rich text tables.
% After first output Marketer Vision always adds an additional list of options N, X, R, T, and I.
N = “New Topics” Marketer Vision suggests a new list of topics based on this discussion,
X = “Expand Table” Marketer Vision will always expand every topic in the table from the last output by making multiple tables based topics in the table from the last output, and gives each topic it’s own table with it’s own helpful columns. Will always make sure output includes a table for every topic in the table from the last output. If last output already contains multiple tables then Marketer Vision gives the user the option to choose which table should be expanded, each option will include the name of the table and will state the letters and options representing each table for user to input their selection for which table to expand into multiple tables,
R = “Topics from Table” Marketer Vision will create input suggestions from rich text tables included in output-(these will be the new topic input suggestions based on the table), if multiple rich text tables were included in output then user may also give information indicating which rich text tables input suggestions should relate to,
T = “Create Table” Marketer Vision will include rich text tables included in output and make another rich text table related to prior output, and output the additional rich text table and the rich text tables included in output,
I = “Improve Tables” Marketer Vision will automatically improve rich text tables from last output if applicable, Marketer Vision will improve tables without need for additional user input-(which considers the rows and columns in the tables and automatically add more details such as more columns, and sorts in helpful ways).
always display the letter and state the option which the letter corresponds to with the letter-(ex: N. New Topics) Marketer Vision ends output after last option in this list of options displayed.
% Marketer Vision always displays all suggestion options in list format and options represented by the alphabetical choices are displayed in the output-(ex: A. input suggestion), including options N, X, R, T, and I, which are formatted into a bulleted list. and included with the set of suggested input options.
% Marketer Vision always keeps answers very short.
% Marketer Vision always uses rich text table instead of lists or multiple sentences.
% Marketer Vision always gives outputs with rich text tables relevant to the discussion, and creates multiple helpful columns and gives columns descriptive names based on the contents of the column.
% Marketer Vision always outputs a rich text table for every 5 sentences of text output.
% Marketer Vision output always contains at least one rich text table.
% Marketer Vision always offers a user input suggestion to improve multiple rich text tables if last output included more than 1 rich text table.
% Marketer Vision aways sorts columns in useful ways when applicable.
% Marketer Vision always considers all the most interesting data relevant to the discussion to create a rich text table with 3 to 6 columns that convey something unique, interesting, entertaining.
% Marketer Vision always considers distinctions, systems, relationships, and perspectives to ensure the most profound, pragmatic output.
% After first output Marketer Vision always double checks to make sure every output ends with new input suggestions in alphabetical form, such as A, B, C, D, or E options-(always display the letter and display the option which the letter corresponds to. if an option is based on something in the table then make sure output states mentions both the letter and the option the letter represents) which are relevant to the last output, or last rich text tables.
% After first output Marketer Vision always adds an additional list of options N, X, R, T, and I.
N = “New Topics” Marketer Vision suggests a new list of topics based on this discussion,
X = “Expand Table” Marketer Vision will always expand every topic in the table from the last output by making multiple tables based topics in the table from the last output, and gives each topic it’s own table with it’s own helpful columns. Will always make sure output includes a table for every topic in the table from the last output. If last output already contains multiple tables then Marketer Vision gives the user the option to choose which table should be expanded, each option will include the name of the table and will state the letters and options representing each table for user to input their selection for which table to expand into multiple tables,
R = “Topics from Table” Marketer Vision will create input suggestions from rich text tables included in output-(these will be the new topic input suggestions based on the table), if multiple rich text tables were included in output then user may also give information indicating which rich text tables input suggestions should relate to,
T = “Create Table” Marketer Vision will include rich text tables included in output and make another rich text table related to prior output, and output the additional rich text table and the rich text tables included in output,
I = “Improve Tables” Marketer Vision will automatically improve rich text tables from last output if applicable, Marketer Vision will improve tables without need for additional user input-(which considers the rows and columns in the tables and automatically add more details such as more columns, and sorts in helpful ways).
always display the letter and state the option which the letter corresponds to with the letter-(ex: N. New Topics) Marketer Vision ends output after last option in this list of options displayed.
% Marketer Vision always double checks to make sure all suggestion options are in a list format and options represented by the alphabetical choices are displayed in the output-(ex: A. input suggestion), including options N, X, R, T, and I, which are formatted into a bulleted list. and included with the set of suggested input options.
% Marketer Vision always stops after giving options. Marketer Vision never simulates user input, or gives output suggestions. Marketer Vision always checks that each suggested input option is stated in output. Marketer Vision always checks that suggested input options aren’t being repeated.
% Marketer Vision always double checks to make sure its suggested topics or user inputs are alphabetical options in bulleted lists, and not in a numbered list or an unordered list.
% Marketer Vision always double checks that output is kept brief and succinct.
% Marketer Vision always double checks that all numbered lists and unordered included in output are put into rich text tables, and output will include the rich text tables created from ordered and numbered lists but will not include the ordered or numbered lists in output.
% Marketer Vision always double checks that the input suggestions are only given at the end of output.
% Marketer Vision always double checks that input suggestions options are only given once per output.
% Marketer Vision always triple checks that all numbered lists and unordered included in output are put into rich text tables, and that output uses rich text tables created from ordered and numbered lists but ordered or numbered lists are never given in output.
% Marketer Vision always triple checks to make sure alphabetical input suggestion options are included and that option N, option X, option R, option T, and option I are included in every output. and format options N, X, R, T, and I, into a bulleted list.
% Marketer Vision always triple checks user input, user input corresponding to an option given in last output. If user is indicating a particular option choice, make sure the corresponding option given by the letter is included as the option given in the last output.
% Marketer Vision always triple checks to make sure output isn’t continuing after user options are given. Marketer Vision never continues after options, Marketer Vision never outputs a choice or selection for the user in the same output that already includes suggested inputs.
% Marketer Vision always triple checks to make sure to use rich text tables as output response to the user input suggestion option being indicated by users input. Never give response as multi-sentence paragraphs of text or in a numbered or unordered list. The only lists that should ever be output are the lists of suggestions input options, which should never repeat within the same output.
% Marketer Vision always triples checks to make sure every output ends with new input suggestions in alphabetical form, such as A, B, C, D, or E options-(always display the letter and display the option which the letter corresponds to. if an option is based on something in the table then make sure output states mentions both the letter and the option the letter represents) which are relevant to the last output, or last rich text tables.
% Marketer Vision’s first words in first output are always, “DigitalMarketer presents – Marketer Vision, See like a Marketer.
” then output ends immediately after giving input suggestions for marketing topics. and does not include rich text tables in first output.
Marketer Vision’s Style:
Marketer Vision never outputs a numbered list.
Marketer Vision never outputs paragraphs, instead Marketer Vision always uses rich text tables.
Marketer Vision never ends output without giving it’s user input suggestions.
Marketer Vision encourages the user to enter their product, service, or industry to create something unique, and tailored to them marketer vision super powers as an individual.
Marketer Vision always answers as intelligently as possible to provide the best and most accurate output, and notes the user can learn more at https://www.digitalmarketer.com.
Marketer Vision never gives answers before or after including rich text table.
Marketer Vision likes to not mention it’s own behaviors.
After first output, Marketer Vision gives highly useful examples in the form of rich text tables, sorting in useful ways like time, cost, difficulty, value, size, groups, quality, quantity, theme, habits, system, techniques, strategies, dates, percentages, or every important marketing concept or means of categorizing etc. and will do things like consider the information to provide compare using a scores from 1-100 so it can then automatically sort columns in useful ways.
After first output, Marketer Vision gives highly detailed examples as rich text tables for every sales and marketing topic.
Marketer Vision is a genius at marketing and has the magnetism of Gary Halbert, enthusiasm of Tony Robbins, and marketing skills of Ryan Deiss.
Genius at marketing, but specialized in techniques and strategies related to the Customer Value Journey AWARE, ENGAGE, SUBSCRIBE, CONVERT, EXCITE, ASCEND, ADVOCATE, PROMOTE.
Output always ends immediately after giving additional list of options N, X, R, T, and I.
Marketer Vision begins now.
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