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Home > Business & Other > Business Management > Running Effective Marketing Meetings
Running Effective Marketing Meetings
Running Effective Marketing Meetings

Running Effective Marketing Meetings: A how-to guide to run marketing meetings that teach, inspire, and change how you and your team work

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Running Effective Marketing Meetings

Chapter 1. Identifying the Meeting Type

Understanding the different types of meetings and when to use each one is the first basic step to running the meeting effectively. The following sections explore the typical meeting types you will encounter in a marketing organization. Note that most of these meetings, if not all, are not exclusive to the marketing department, but I point out some specifics when running these types of meetings with a marketing team in mind.

A staff meeting

They go by many names, but staff meetings are basically the ones where you get together with your team to get status updates, make announcements, and follow up on pending items. In some companies, they are called the all hands meeting, others just use marketing team weekly, or simply staff meeting as the name.

A status report meeting

Sometimes, you will have meetings for the sole purpose of reporting the status of a project, campaign, or other activity. Status report meetings can take many forms, but effective ones are short and to the point. In many situations, a formal face-to-face meeting may not even be required. Many organizations ask that the current status be simply emailed on a weekly basis, unless there are issues that have to be discussed or resolved in person. For larger projects or those that involve cross-departmental teams, it is typical to have face-to-face status report meetings that also provide a way for additional interaction and ensure that all team members are aware of the multiple ongoing activities within the project.

Planning the meeting

Fail to plan and you plan to fail, is how the saying goes. For marketing, nothing is more critical than properly planning your marketing campaigns and projects. Marketing planning meetings typically revolve around annual, quarterly, and monthly planning cycles. Each company is different when it comes to how often and how detailed their marketing plans are, but odds are you will be running a few planning meetings throughout the year. The main goals of these meetings are the setting of targets and metrics, and the overall delineation of what types of marketing activities will be carried out. In some cases, a formal plan of attack is created, and depending on the type of plan you are putting together, input from other departments may be required.

A decision-making meeting

Although a good meeting is sometimes described as a meeting where decisions were made, sometimes you will need to schedule some time to get everyone together to make a final decision on something. It could be a decision on which vendor to select for the next advertising campaign, which software will be implemented for marketing automation, or even which trade shows to attend.

Work meetings

If there is a department that seems to be constantly meeting, marketing is probably on the top of the list. Due to the creative nature of many marketing projects, the marketing team typically meets many times per week (or even per day) to work on one project or another. These meetings are sometimes unstructured conversations among team members, but in other cases these meetings can be formalized and efforts can be coordinated to get something done. An example might be brainstorming new ideas for a promotion, reviewing and commenting on a new website section, or even discussing and editing a video script that showcases a new product.

Evaluation and review meeting

Sometimes bundled together with status report meetings, these types of meetings are typical of any marketing department. After, or even during, the execution of each marketing campaign, you will want to learn what went right and what could be improved. A report of the results is most likely the starting point of this meeting, and a full evaluation will take place so that you can make the necessary course adjustments to the marketing plan and future campaigns.

A report meeting

Depending on the business, marketing is required to provide monthly, quarterly, and annual reports. In many cases, the head of marketing presents a summary of the key marketing metrics, their results, and plans going forward to the senior executive team. In some cases, these meetings are of the closed door type, but in many organizations that pride themselves for transparency, the marketing VP will be asked to deliver the presentation in front of all employees as part of a routine state of the union address.

A sales meeting

The coordination of sales and marketing activities is not only critical for the success of a company, but is also of the utmost importance to any top marketing professional. If in your organization marketing doesn't participate in sales meetings, you should address this. Although in most of these meetings, the marketing participation is listen-only, it is a great opportunity to communicate to the sales team the latest campaigns, results, and what is coming down the pipeline of marketing projects.

An offsite meeting

When you hear offsite meeting, you may think of executive offsite where senior managers mingle and discuss the vision for the company and the year ahead. In marketing, you may sometimes want to take the team offsite in order to focus on solving a specific challenge without office distractions, to thoroughly review and reassess important campaigns, and even to stimulate creativity and help with brainstorming new ideas. Properly planning this type of meeting involves careful attention to detail and ensuring the time spent outside the office is well worth it.

A contractor meeting

Marketers use a variety of vendors or contractors to help out with design, copyrighting, trade show management, and more. Whether you have a one-off project with a vendor (for example, a company creating a new video or website for the company) or an ongoing relationship (for example, marketing agency), your meetings with them will set the tone for the relationship. Plan and execute them effectively and you will save both your team's and the contractor's time.

An agile meeting

Borrowed from the Agile movement in software development, marketing teams have also been implementing agile techniques in order to gain speed and better results from marketing campaigns. A traditional element of an agile team are their meetings, sometimes called standups. Marketing teams who want to use agile methods will have to adapt to this fast-paced rhythm and different meeting style where the whole team meets for a few minutes every day and focuses on briefly discussing the tasks at hand.

Other meeting types

This is not an exhaustive list of all types of marketing meetings, but this list should cover the most common ones you will encounter. In fact, any time a group of people get together to discuss a common subject, this can be considered a meeting, even if not formally arranged. The important thing to keep in mind is that although meeting types vary, they will all require some basic tools to be effective, which we will cover in the next chapter.

Online meetings

You may be asking yourself why I left online meetings out of the list. Yes, it was on purpose. Although marketing meetings using online conferencing tools such as WebEx, GoToMeeting, and others, the type of meeting doesn't change, only the way people communicate. The same is true for meetings involving phones and video conferencing. Each tool may need a few adjustments and if you have remote people participating, the leader of the meeting will have to take that into account and plan accordingly. But in the end, they are just tools that can be used to enhance the meeting experience. We will talk more about meeting tools as we address each component of an effective meeting in subsequent chapters.

Meeting goals

Why is it important to understand the different meeting types? Because each one has its own goal or goals. And while at your company they may differ, typically the meeting types I just described will aim for the following:

Meeting type

Typical participants

Goal

Staff meeting

All marketing team

Get the team in sync about the status of various marketing activities, discuss priorities, and plan for the week ahead.

Status report meeting

Marketing manager or director and direct reports

Report on the status of a specific project, campaign, or task. Discuss roadblocks and provide updates on pending issues.

Planning meeting

Marketing leadership and marketing managers

Create marketing action plan for upcoming month/quarter/year.

Decision-making meeting

Marketing leader, marketing manager or campaign owner, and specific team members

Decide on a course of action. Could be related to a project, campaign, vendor, and so on.

Work meeting

Marketing team members

Collaborative work on a specific marketing project.

Evaluation and review

Marketing team or specific campaign members

Assess results of specific campaign or project, extract lessons learned, make necessary course corrections to the marketing plan.

Report meeting

Marketing leaders

Provide management, or other departments with the state of marketing, typically showing plan versus actual.

Sales meeting

Marketing leaders and specific team members when needed

Gain feedback from the sales team, announce campaigns, give relevant updates, and strengthen relationship with sales.

Offsite meeting

Marketing leadership or whole marketing team

Collaborate, brainstorm, or get meaningful work done outside the office.

Contractor meeting

Team member and specific contractor

Introduce, update, or otherwise continue relationship with contractor or vendor.

Agile meeting

Marketing team

Daily standup to provide report on what was done yesterday, what will be done today, and what obstacles stand in the way.

Understanding what you will want to get out of the meeting is the first step to being able to properly plan, execute, and follow-up on a meeting. If you are only a participant and not the organizer or leader of the meeting, then knowing what is expected of the meeting (why are we having this meeting?) will help you get prepared. Not all meeting organizers (as you probably have already experienced) are good meeting organizers. If you can become a better participant, then you can help the meeting be more effective, and then everyone wins.

Summary

In this chapter, we learned that not all marketing meetings are the same. Although they may involve similar elements, and even the same people, they each have different goals and characteristics. By knowing that, you will be able to adequately prepare for each meeting in order to make them successful.

How to prepare and why you should prepare are the next steps and will be covered in the following chapter, so read on and start your journey into the world of effective marketing meetings.

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Description

As a marketing professional you will spend a lot of time in different types of meetings and knowing how to properly plan, prepare, conduct, and follow up to these meetings are critical skills to have. Not every meeting is the same and each type of marketing meeting has its own challenges. Be ready to tackle your marketing meetings and learn how to get the most out of them. Running Effective Marketing Meetings is a how-to guide for both the junior and experienced marketing professional. By covering the most common types of marketing meetings, reviewing best practices, and sharing practical advice, this is your go-to resource for getting better at collaborating with the marketing team in an effective and practical manner. In this book you are exposed to the different types of marketing meetings you are likely to encounter in most organizations, and we walk you through the typical process for planning and conducting your meetings. Then we review follow-up best practices and how to get started running your own marketing meetings. The collaborative nature of most marketing meetings requires some special considerations: how do you present the meeting topics? How do you keep the team involved? What are some techniques you can use to elicit participation? What tools can you use during and after the meeting? In Running Effective Marketing Meetings we explore all these issues and more in detail so that you can get the skills you need to run effective marketing meetings.

What you will learn

  • How effective marketing meetings are conducted Tips for engaging the team and eliciting participation Discover how to make your meetings fun and transform them into learning opportunities Avoid common pitfalls when running your meetings Best practices for conducting marketing meetings that work Key steps to ensure your marketing meetings are successful Ways to properly follow-up after your meetings
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Table of Contents

6 Chapters
Identifying the Meeting Type Chevron down icon Chevron up icon
Identifying the Meeting Type
A staff meeting
A status report meeting
Planning the meeting
A decision-making meeting
Work meetings
Evaluation and review meeting
A report meeting
A sales meeting
An offsite meeting
A contractor meeting
An agile meeting
Other meeting types
Online meetings
Meeting goals
Summary
Preparing for the Meeting Chevron down icon Chevron up icon
Preparing for the Meeting
Planning versus preparation
Summary
Making Your Meetings Fun Chevron down icon Chevron up icon
Making Your Meetings Fun
Common pitfalls
Rethinking the approach to meetings
Marketing meetings as educational opportunities
Summary
Effectively Conducting Your Meeting Chevron down icon Chevron up icon
Effectively Conducting Your Meeting
Opening the meeting
Tips for a strong opening
Eliciting participation
Sticking to the agenda
Meeting tools
Closing the meeting
Summary
An Effective Meeting Follow up Chevron down icon Chevron up icon
An Effective Meeting Follow up
Meeting minutes
Taking notes during a meeting
Paper or electronic?
Note-taking tips
Sending out meeting minutes
When to follow up
Summary
Putting Ideas into Practice Chevron down icon Chevron up icon
Putting Ideas into Practice
Five steps to effective marketing meetings
Summary

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About the author

Profile icon Kuperman
Kuperman
Daniel Kuperman has over 10 years of marketing, product marketing, and marketing management experience in addition to many years of experience as a management consultant for Fortune 500 clients. He has worked with companies of all sizes including several startups in helping them plan and execute marketing campaigns and programs. As a passionate marketer, he has presented at conferences, written articles, and regularly posts on his blog at www.effectivemarketer.com. Daniel currently leads product marketing for Axcient, a cloud-based provider of disaster recovery and business continuity services. He lives in Mountain View, CA, with his wife and two children. Follow him on Twitter at @danielkuperman.
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On the off chance your printed book arrives damaged, with book material defect, contact our Customer Relation Team on customercare@packt.com within 14 days of receipt of the book with appropriate evidence of damage and we will work with you to secure a replacement copy, if necessary. Please note that each printed book you order from us is individually made by Packt's professional book-printing partner which is on a print-on-demand basis.

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Currently, no tax is charged on the purchase of any print book (subject to change based on the laws and regulations). A localized VAT fee is charged only to our European and UK customers on eBooks, Video and subscriptions that they buy. GST is charged to Indian customers for eBooks and video purchases.

What payment methods can I use? Chevron down icon Chevron up icon

You can pay with the following card types:

  1. Visa Debit
  2. Visa Credit
  3. MasterCard
  4. PayPal
What is the delivery time and cost of print books? Chevron down icon Chevron up icon

Shipping Details

USA:

'

Economy: Delivery to most addresses in the US within 10-15 business days

Premium: Trackable Delivery to most addresses in the US within 3-8 business days

UK:

Economy: Delivery to most addresses in the U.K. within 7-9 business days.
Shipments are not trackable

Premium: Trackable delivery to most addresses in the U.K. within 3-4 business days!
Add one extra business day for deliveries to Northern Ireland and Scottish Highlands and islands

EU:

Premium: Trackable delivery to most EU destinations within 4-9 business days.

Australia:

Economy: Can deliver to P. O. Boxes and private residences.
Trackable service with delivery to addresses in Australia only.
Delivery time ranges from 7-9 business days for VIC and 8-10 business days for Interstate metro
Delivery time is up to 15 business days for remote areas of WA, NT & QLD.

Premium: Delivery to addresses in Australia only
Trackable delivery to most P. O. Boxes and private residences in Australia within 4-5 days based on the distance to a destination following dispatch.

India:

Premium: Delivery to most Indian addresses within 5-6 business days

Rest of the World:

Premium: Countries in the American continent: Trackable delivery to most countries within 4-7 business days

Asia:

Premium: Delivery to most Asian addresses within 5-9 business days

Disclaimer:
All orders received before 5 PM U.K time would start printing from the next business day. So the estimated delivery times start from the next day as well. Orders received after 5 PM U.K time (in our internal systems) on a business day or anytime on the weekend will begin printing the second to next business day. For example, an order placed at 11 AM today will begin printing tomorrow, whereas an order placed at 9 PM tonight will begin printing the day after tomorrow.


Unfortunately, due to several restrictions, we are unable to ship to the following countries:

  1. Afghanistan
  2. American Samoa
  3. Belarus
  4. Brunei Darussalam
  5. Central African Republic
  6. The Democratic Republic of Congo
  7. Eritrea
  8. Guinea-bissau
  9. Iran
  10. Lebanon
  11. Libiya Arab Jamahriya
  12. Somalia
  13. Sudan
  14. Russian Federation
  15. Syrian Arab Republic
  16. Ukraine
  17. Venezuela