Ta kontakt med oss

MARKNADSFÖRING

5 Ways HubSpot Managers Keep Teams Motivated Before the Holidays

Publicerad

5 Ways HubSpot Managers Keep Teams Motivated Before the Holidays

The holiday season can be a time of year when people are surrounded by family, friends, good food, and traditions. As a manager, you might be excited to get some much-needed rest and relaxation while also wondering how you’ll wrap up end-of-year projects alongside thoughts of celebrations. 

Download Now: How to Be More Productive at Work [Free Guide + Templates]You don’t want to lose your stride with a few days off, but you might be worried that getting too aggressive about deadlines can leave you seeming like the Grinch. 

At HubSpot, a company that makes work culture a priority, our people managers are known for creatively and strategically hitting seasonal goals while still building team morale — especially during the holiday season.

To help prevent your team from hitting the holiday slump, we’ve compiled advice from HubSpotters on how to keep teams on track while still embracing the holidays. 

How to Avoid a Holiday Slump

1. Break down goals into achievable targets, phases, or quotas.

People can have a lot on their minds during the holidays, and having to achieve a certain number of goals by the end of the year can seem daunting and overwhelming. 

To alleviate some stress that can arise during an end-of-year rush, split goals up into phases or steps. Your teams can check off smaller tasks that will contribute to achieving the larger goal, and as each step is completed, they’ll feel like they’ve succeeded and remain motivated to conquer the next phase.

“We all have end-of-year deadlines or goals — and at times — they can look very daunting. We’ve found it helpful to break them down into smaller targets,” says Tara Ryan, former Senior Sales Manager at HubSpot. 

With her sales team, Ryan says she uses monthly and weekly quotas to break down major goals: “Quotas are easier to digest when we break them down into ‘25% attainment by the end of week one,’ ‘50% attainment by the end of week two,’ ‘75% by week three’, and then ‘100%+ by the end of the month.'”

“The process of breaking down goals allows us to measure our progress on a weekly basis and more chances for us to celebrate team wins,” Ryan adds.

When you do set goals, involve your team. Their input will let you know what they’re hoping to accomplish, so you can set realistic goals as a group and discuss how to tackle possible roadblocks. 

“If I know we’re about to enter into a time where it’s easy to slow down, like the summer or holidays, I try to get my group together to brainstorm what we want to accomplish as a group and vote on one goal,” says Caroline Ostrander, a Senior Manager on the Customer Onboarding team.

Like Ryan, Ostrander also embraces the idea of aiming for a limited number of reachable goals rather than trying to achieve everything all at once.

“One goal helps the team focus and prioritize when we might feel unmotivated. [After the vote], I look for one or two volunteers to lead the charge on the goal and find fun and creative ways to keep it top of mind,” Ostrander explains.

2. Prepare for winter weather hurdles with work-from-home protocols.

At HubSpot’s Cambridge, MA headquarters, winter weather is familiar, and we understand how one big snowstorm can really knock us off our schedule. If you live in an area where winter weather can impact your workflow, staying ahead of this hurdle is essential. A great way to do this is to devise a winter protocol for your team. 

Larry Rodman, former Customer Support Manager, suggests asking your team members to take their laptops and work devices home with them if there’s a possibility that your office might close during a storm.

“Always bring everything you need to work home [at the end of the work day; you never know what the weather will be on any given day,” Rodman says.

If you live where winter weather isn’t an issue, it can still be beneficial to consider a work-from-home or hybrid model for the holiday season. It would give your employees more flexibility in how they work during a time when they may want to spend more time with loved ones, even if they do so while working.

The rise in popularity of remote work means that some of your employees might already be working from home or a hybrid model, so you can offer in-office employees the opportunity to take new flexibility during the holidays.

3. Encourage team members to take time off for the holidays.

Your employees have a life outside of work, so aim to encourage your team members to take time off for themselves during the holidays when they don’t work at all. 

“Be transparent and empathetic with your team. Make sure they are comfortable taking time off at the holidays,” says Senior Director of Marketing Amanda Sibley. She encourages her team to share their off days on a shared calendar, but also clearly communicates expectations to ensure people don’t lose steam.

“I ask for 100% effort until they are off,” Sibley says. “I often will say something like, ‘It’s really important to take time off, so I’m glad you all have chosen a week during the holidays! — Until then, in order for us all to relax and enjoy family time, we need to be at 100%, so please focus until that time!”

Encouraging your employees to take time off also has proven psychological benefits. Studies show that it can make people more productive, and when people are removed from environments that they may associate with anxiety, their stress levels can lower. Employees who feel refreshed and less stressed are more likely to come back to work with a clear head, ready to start the year off on a positive note. 

4. Give employees a day or even a few hours for holiday errands.

Even with upcoming time off, people’s minds can wander with thoughts of holiday errands and planning before upcoming celebrations. To help employees remain focused while at work, you can offer additional hours off to prep for the holidays ahead of time. 

“Give time for those who need it to handle the crazy stuff needed for the holidays,” suggests Sibley. “What about a half-day in the middle of the week or in early December to do all their holiday shopping when the crowds are less?”

This tip can be helpful when paired with offering remote work options, as team members can take breaks from work while accomplishing separate tasks. For example, if employees prepare for an at-home celebration, they can take breaks to cross off items on their to-do lists and return to work with a clear head. 

5. Celebrate the holidays — and your team’s accomplishments.

Lastly, embrace the holiday season, celebrate, and end your year on a high note. After all, you and your team have worked hard to achieve your annual goals. 

“Don’t pretend like the holidays aren’t happening. Celebrate with your team,” encourages Senior Social Media Manager Kelly Hendrickson; “Knowing there is a specific time for fun, helps focus that holiday spirit.”

End-of-year celebrations allow teams to bond, review the year’s accomplishments, and show gratitude for one another. The holidays can also be challenging for some people, so creating space to celebrate and spread cheer at work can be a welcome opportunity that boosts morale. 

Aside from general celebration, the most important goal of these events is to have fun and reward your teammates for a year of hard work. When planning an end-of-year meeting, Ryan suggests asking each of your team members to note one individual or group accomplishment that they’re most proud of from the past year. “This is a great chance to remind the team of all the wins you had together over the last 12 months,” says Ryan.

Rodman also says he emphasizes team accomplishments at end-of-year celebrations, explaining that rewarding accomplishments can help to motivate your team even after they return from the holidays.

Get in the Holiday Spirit

It can be easy to forget how fun the holidays are when thinking about end-of-year deadlines. But, as we’ve seen from HubSpot managers above, getting in the holiday spirit will benefit your mood and your team. Don’t be afraid to embrace the pleasantries of this time of year.

Take me to Projects

Källlänk

MARKNADSFÖRING

The Ultimate Guide to Product Marketing in 2023

Publicerad

The Ultimate Guide to Product Marketing in 2023

Product marketing is essential, even if you only sell one or two products at your organization.

(mer …)

Fortsätt läsa

MARKNADSFÖRING

3 email marketing shifts to make in 2023

Publicerad

3 email marketing shifts to make in 2023

Whew! We made it to 2023! As we closed in on the end of the year in December, the finish line seemed awfully far away. Many marketers told me they were busier than ever. 

I myself was fielding calls for strategy help, working on business deals and managing the chaos all the way to the eve of Christmas Eve, something that rarely happens in my 20-plus-year career. 

Look back and celebrate, then move on

The first business for 2023 will be to step back, clear your head and take stock of all the great things you accomplished in 2022 despite the odds (i.e., coming out of COVID, going into a rebound and COVID round 2, moving into supply-chain shortages and other hiccups, facing down a potential recession) and how they affected the work you did to succeed.

And now it’s 2023. I hope you got your budget request approved and you’re ready to move ahead with a clean slate and new KPIs to hit. You’re probably wondering, “What can I do now to grow my program?

3 directional changes to grow your email program

Naturally, every marketer’s goals will be unique. We have different audiences, challenges, resources and goals. But I’m focusing on three major directional changes with my clients this year. Which of these could help you succeed this year?

1. Stop sending so many emails

Yeah, I know. That sounds strange coming from somebody who believes wholeheartedly in email and its power to build your business. But even I have my limits!

Email during this last holiday shopping season was insane. In my 20+ years in the email industry, I cannot remember a time, even during the lockdown days of COVID-19, when my inbox was so full. 

I’m not the only one who noticed. Your customers also perceived that their inboxes were getting blasted to the North Pole. And they complained about it, as the Washington Post reported (“Retailers fire off more emails than ever trying to get you to shop“).

I didn’t run any numbers to measure volume, isolate cadences or track frequency curves. But every time I turned around, I saw emails pouring into my inbox. 

My advice for everyone on frequency: If you throttled up during the holiday, now it’s time to throttle back.

This should be a regularly scheduled move. But it’s important to make sure your executives understand that higher email frequency, volume and cadence aren’t the new email norm. 

If you commit to this heavier schedule, you’ll drive yourself crazy and push your audience away, to other brands or social media.

If you did increase cadence, what did it do for you? You might have hit your numbers, but consider the long-term costs: 

  • More unsubscribes.
  • More spam complaints.
  • Deliverability problems.
  • Lower revenue per email. 

Take what you learned from your holiday cadence as an opportunity to discover whether it’s a workable strategy or only as a “break glass in case of emergency” move.

My advice? Slow down. Return to your regular volume, frequency and cadence. Think of your customers and their reactions to being inundated with emails over 60 days.

2. Stop spamming

In that Washington Post article I mentioned earlier, I was encouraged that it cited one of my email gripes — visiting websites and then getting emails without granting permission first. 

I could have given the Post a salty quote about my experiences with SafeOpt and predatory email experiences (“Business stress is no excuse to spam“) for visitors to its clients’ websites. 

Successful email marketers believe in the sanctity of permission. That permission-based practice is what you want to be involved in. Buying a list means you don’t hire a company to sell you one, whether it’s a data broker or a tech provider like SafeOpt. 

Spamming people doesn’t work in the long term. Sure, I’ve heard stories from people who say they use purchased lists or companies like SafeOpt and it makes them money. But that’s a singular view of the impact. 

Email is the only marketing channel where you can do it wrong but still make money. But does that make it right? 

The problem with the “it made us money” argument is that there’s nowhere to go after that. Are you measuring how many customers you lost because you spammed them or the hits your sender reputation took? 

You might hit a short-term goal but lose the long-term battle. When you become known as an unreliable sender, you risk losing access to your customers’ inboxes.

Aside from the permission violation, emailing visitors after they leave your site is a wasted effort for three reasons:

  • A visit is not the same as intent. You don’t know why they landed on your site. Maybe they typed your URL as a mistake or discovered immediately that your brand wasn’t what they wanted. Chasing them with emails won’t bring them back.
  • You aren’t measuring interest. Did they visit multiple pages or check out your “About” or FAQ pages? As with intent, just landing on a page doesn’t signal interest.
  • They didn’t give you their email address. If they had interest or intent, they would want to connect with your brand. No email address, no permission.

Good email practice holds that email performs best when it’s permission-based. Most ESPs and ISPs operate on that principle, as do many email laws and regulations.

But even in the U.S., where opt-out email is still legal, that doesn’t mean you should send an email without permission just because somebody landed on your website.

3. Do one new thing

Many email marketers will start the year with a list of 15 things they want to do over the next two months. I try to temper those exuberant visions by focusing on achievable goals with this question: 

“What one thing could you do this year that could make a great difference in your email program’s success?”

When I started a job as head of strategy for Acxiom, I wanted to come up with a long list of goals to impress my new boss. I showed it to my mentor, the great David Baker and he said, “Can you guarantee that you can do all of these things and not just do them but hit them out of the park?”

Hmmmm…

“That’s why you don’t put down that many goals,” he said. “Go in with just one. When that one is done, come up with the next one. Then do another. If you propose five projects, your boss will assume you will do five projects. If you don’t, it just means you didn’t get it done.”

That was some of the best advice I’ve ever received and I pass it on to you. 

Come up with one goal, project or change that will drive your program forward. Take it to your boss and say, “Here’s what I’m going to do this year.”

To find that one project, look at your martech and then review MarTech’s six most popular articles from 2022 for expert advice.

You’ll find plenty of ideas and tips to help you nail down your one big idea to drive growth and bring success. But be realistic. You don’t know what events could affect your operations. 

Drive your email program forward in 2023

The new year has barely begun, but I had a little trouble getting motivated to take on what’s shaping up to be a beast of a year. You, too?

I enjoyed my time off over the holidays. Got in some golf with my dad and his buddies, ate great food and took time to step back and appreciate the phenomenal people I work with and our amazing industry. 

What gets me going at last? Reaching out to my team, friends and you. Much of my motivation comes from fellow marketers — what you need, what you worry about and what I can do to help you succeed. 

If you’re on the struggle bus with me, borrow some motivation from your coworkers and teammates, so we can gather together 12 months from now and toast each other for making it through another year. 

It’s time to strap on your marketer helmet and hit the starter. Here’s to another great year together. Let’s get the job done!


Get MarTech! Daily. Free. In your inbox.



Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


Om författaren

Ryan Phelan

As the co-founder of RPEOrigin.com, Ryan Phelan’s two decades of global marketing leadership has resulted in innovative strategies for high-growth SaaS and Fortune 250 companies. His experience and history in digital marketing have shaped his perspective on creating innovative orchestrations of data, technology and customer activation for Adestra, Acxiom, Responsys, Sears & Kmart, BlueHornet and infoUSA. Working with peers to advance digital marketing and mentoring young marketers and entrepreneurs are two of Ryan’s passions. Ryan is the Chairman Emeritus of the Email Experience Council Advisory Board and a member of numerous business community groups. He is also an in-demand keynote speaker and thought leader on digital marketing.

Källlänk

Fortsätt läsa

MARKNADSFÖRING

Promote | DigitalMarketer

Publicerad

Promote | DigitalMarketer

Up until now, any “promotion” your customers have done has been passive. But in the promotion stage, your customers actively spread the word about your brands, products, and services. They tell stories, make recommendations, and share your offers because they truly believe in them.

Active promotion may be an affiliate or commission relationship—or just a free offer for sending some new customers your way. The point is, it’s a win-win for both of you.

One thing worth mentioning before we dive in; Happy customers don’t promote, SUCCESSFUL customers do. 

Our biggest question in the Promote stage is: How are you going to turn your BEST customers into your marketing partners? 

If you don’t have a referral program, an affiliate program, or a valued reseller program … who is willing to drive your message to the organization you need to build out these programs? This is word of mouth marketing, and it is very important so start thinking about how you want to build this. 

Look to your most successful customers, they’re going to be the people who actively promote for you. But then, let’s think about our customers who already have our prospects but are offering a different product or service. 

At DigitalMarketer we are a training and certification company, we are not a services based company. What that means is we don’t compete with agencies or consultants. This also means that there is an opportunity for us to work with agencies and consultants. 

When we realized this we decided to launch our Certified Partner Program, which you can learn more about at DigitalMarketer.Com/Partner. This program lets us work with the largest segments of our customer base, who have customers that we want but they’re providing a solution that we’re not providing. 

When we train our customers, they are able to use our company frameworks to work with their clients. If their clients want to learn to do their marketing themselves? We’re the first education company they see.

So who is that for you? Remember, it’s not the happy clients that refer, it’s the successful clients. If you want to create more promoters, make sure that you’re doing everything that you can as a marketer to ensure that you’re marketing great products so you can see great results. 

How can our example companies accomplish this?

For Hazel & Hems, they can add an ambassador program to grow their instagram following and increase credibility with viral posts. 

Ambassadors can earn affiliate commissions, additional boutique reward points, and get the chance to build a greater following by leveraging the Hazel & Hems brand.

For Cyrus & Clark, they can offer discounted rates to their existing clients if those clients are willing to refer them to their strategic partners. 

For construction companies, this could be a home builder recommending Cyrus & Clark services to the landscapers, real estate developers, and interior designers that they work with to serve their customers.



Källlänk

Fortsätt läsa

Trendigt

sv_SESvenska