Have a new marketer joining your team? Need to get them up to speed on... everything? Well, here's your list of everything. This is a curriculum I've compiled for my new team members after hiring a dozen or so marketers. This will ensure you don't miss a critical piece to getting your new hire up and running quickly!
Company
- Tell the founding story and the mission of the company
- Describe the culture and the employee values
- Support your descriptions with videos and articles about the mission and culture, along with case studies to showcase customer success
- Recommend key blog articles that give insight into the industry and common topics
Product
- Do an in-person or provide a recorded demo of your product - both high-level and deep-dive
- Provide sample or demo access to your product so that they can explore it themselves
Team
- Share how the team is structured
- Explain who does what - primary responsibilities and areas of expertise
- Suggest people to meet - encourage your new hire to take them to coffee to pick their brain on a topic relevant to each of their jobs
Goals
- Outline the team's priorities and goals
- Walk them through the main metrics used to evaluate the team's performance
- Share examples of past projects to give them a feel for how you're tackling those priorities
Personas
- Walk them through your primary buyer personas (Don't have personas? Use my persona template and guide.)
- Have them sit in on a few sales calls and a few hours of support calls to hear from typical customers and prospects directly
Sales & Marketing Funnel
- Outline and define the funnel lifecycle stages - from lead to customer and everything in between
- Explain how the sales team is structured and how and when they follow up with leads to turn them into customers
- Walk them through the lead gen process and where your leads are coming from today
Administrative Tasks
- Set up a weekly one-on-one and invite them to relevant recurring meetings
- Add them to team email lists / Google groups
- Add them to shared calendars
- Get them set up with logins to any software/accounts
- Give them relevant system setup information - like printer setup instructions, how conference room booking works, etc.
- Have them update their social profiles to reflect their new role
- Share cheat sheets of company-specific lingo, like common acronyms or even inside jokes
Resources
- List self-serve resources like wiki articles or your blog
- List ways to connect with other employees, like an internal chat or email
Software Training
- For any software your team uses, give some self-serve training resources
- Also deliver some in-person training so that they can ask questions
- Do knowledge checks, like an initial basic task, to confirm that they've grasped basic use cases
Marketing Reading (courtesy of HubSpot)
Disclaimer: Because I spent much of my career at HubSpot, the marketing reading list we compiled naturally focused on HubSpot articles. I maintain that these are great educational and thorough posts to use as reference.
- For a primer on inbound marketing, go through the Inbound Certification
- Check out the State of Inbound for recent stats on marketing trends
- Articles on content creation
- Articles on website conversion
- Articles on email marketing and marketing automation
- Articles on sales and marketing alignment
- Additional articles
Have other must-haves on your new hire resource list? Please share them!
