You've successfully subscribed to Vik Duggal
Great! Next, complete checkout for full access to Vik Duggal
Welcome back! You've successfully signed in.
Success! Your account is fully activated, you now have access to all content.
Success! Your billing info is updated.
Billing info update failed.

A framework: Fundamentals for a digital marketing hire

Vik Duggal
Vik Duggal
• 3 min read

You've hired your new Marketing Program Manager. Now what? It just so happens that I've helped many companies with their first marketing hire. Here's my recommendation on training a new marketing hire:

  • Follow a 12 week curricculum plan (8 weeks of core curriculum and 4 weeks of phased transition)
  • Find someone who can train you weekly.

recommend you follow a 12 week plan - 8 weeks of core curriculum and 4 week of a phased transition.

During the curriculum phase, you will have a training session each week that will include:

  1. Relevant reading materials
  2. Curriculum presentation plus Q&A, then
  3. Follow up assignments (goal is to align them with the marketing campaigns going on at that time), then
  4. Feedback on the assignment output, and
  5. Ongoing support as needed

During the coaching phase, the goal is to observe and provide feedback to individual leading the following. No coaching phase (in any area) is solid without feedback):

  • Marketing concept development, filling up the experiments ledger and content calendar
  • Marketing scrum master, lead the scrum planning and agile meetings
  • Marketing plan of record, set the goals and track the progress

No coaching phase (in any area) is solid without feedback. Also during this phase, you will want the new hire to connect with other program managers to learn more from and get networked with peers.

Training Goals

By the end of this 8 week period, here are the skills I expect that the new hire will develop:

  • Ability to self direct on developing full funnel marketing concepts
  • This means thinking through how awareness messages will become closed won deals.
  • Ability to self direct on developing execution plans for delivering the marketing concepts
  • Ability to propose experiments and track learnings to learn the best combinations of channels, audiences, and messages to acquire customers.
  • Ability to provide campaign analysis and optimization recommendations
  • Ability to evaluate the impact of marketing programs in achieving their stated objectives, including campaign performance, lead acquisition, and sales opportunity outcomes.
  • Ability to propose and manage marketing research projects to generate consumer insights in support of improved marketing strategy and communications
  • Ability to leverage proven marketing frameworks such as, Funnel Stage (AARRR) + Channel (Bullseye) + Message Framework (Buyers Journey to funnel components mapping) + Goal planning + Goal Tracking + Metrics Optimization Sprint Workflow

Training Timeline

Goal is to deep dive each week in a new area, which are:

  1. Google Ads
    • How to create keyword lists
    • Ad group strategies
    • Bid strategy overview
    • How to structure campaigns
    • Creative best practices and examples
    • How to analyze performance and identify optimization opportunities
  2. Facebook Ads (and Instagram, since it’s the same ad platform)
    • Overview on objectives and placements
    • How to define audiences
    • How to structure campaigns
    • Creative best practices and examples
    • How to analyze performance and identify optimization opportunities
  3. Twitter and LinkedIn
    • Overview on objectives and placements
    • How to define audiences
    • How to structure campaigns
    • Creative best practices and examples
    • How to analyze performance and identify optimization opportunities
  4. How to use Google Analytics
    • Capabilities overview
    • How to set up events and goals for tracking conversion or key activities
    • How to analyze funnel activity
    • How to pull the right data for weekly reporting
    • Known limitations that you should be aware of
  5. How to create effective landing pages
    • How to determine the right content outline and call to action
    • How to set up tracking
    • Creative best practices and examples
    • Everything you need to know about responsive design, mobile, and page loading times
  6. Set cost and performance targets for digital marketing channels using a bottom’s up marketing performance model
    • How to leverage the AARRR framework to define/refine the steps in your customer acquisition funnel
    • How to determine the right mix of your team’s time and your media/promotion budget across digital marketing channels to hit your goal
    • How to build a marketing plan of record that shows how marketing costs are going to deliver the goal outcomes
    • How to track progress and determine optimization priorities
  7. Create a customer journey messaging framework that aligns to the funnel
    • How to define/refine the customer buying journey
    • How to map the journey steps to the corresponding marketing assets at each step in the funnel
      • Identify gaps
      • Use testing to decide/refine
    • How to track the value of a step in the journey
  8. Leverage the optimization priorities in agile workflow to optimize goal attainment
    • How to drive idea brainstorming based on target metrics that are “off plan”
    • How to breakdown ideas into projects and tasks
    • How to estimate project timing and costs using a simple point system
    • How to refine the process
SaaS