To help you in this transition, we’ve listed 4 tips on how to act when your company’s Digital Marketing professional leaves it
The departure of an employee, in whatever area, is never easy for either side. For both the company and the professional, this is a very delicate moment and should be handled with great care.
To help you in this transition, we’ve listed some tips on how to act when the professional in charge of your company’s Digital Marketing leaves it.
1. Preparation: how to organize the output
Once you know the employee is about to leave, the first step is to organize how this process will take place.
How many days until departure? Are there projects in progress? What deliveries must the employee still make before leaving?
Before anything else, all pending issues must be raised and their progress planned.
Remember: when you leave, the person may already have their minds on other dreams and plans, so delegated projects must be chosen with special care.
What if the exit is unexpected? Without previous warning?
When this output is a “surprise”, all accumulated knowledge should be used as a basis for planning.
See the reports delivered by this employee, the latest emails with schedules and pending issues to be able to survey activities that will need follow-up.
The organization of the exit, in this case, is more laborious, but not impossible!
2. Transition: how to keep the game running
After your employee has left, it’s time to keep the wheel turning so the operation moves forward. So you don’t forget anything, we’ve listed what you should do:
Most likely, the person in charge of your Inbound Marketing was in direct contact with a large number of people. More than that, there is a chance that his email will be as a signature to several automatic emails from your company.
First of all, you must create a redirect for that email address. When an employee leaves here at Resultados Digitais, we make all the emails that would be sent to him fall into his manager’s inbox. This is an immensely important step so that no contact is lost.
You know that project that was being carried out by this person who is leaving and that was finally starting to get underway? He can’t get lost, no way!
Process documentation, although it is — often — a more operational task with little perceived value, it is extremely important for the “passing of the baton” that will occur in your company’s Inbound.
Still not documenting anything? It is high time to change this habit. Ask for a detailed report with points of attention for each of the actions that were being carried out.
Understand Leads base segmentations
One of the big problems with this transition from incumbent to Inbound is the fact that this person, in general, has already done a lot of work with the base, creating their own segmentations.
What criteria were used? What filters have already been applied? Were these segmentations successful or were they just arbitrary criteria that should be disregarded in future campaigns?
use the cloud
As much as we make a great effort to be a country that divides the professional side from the personal, this often doesn’t happen.
It’s not uncommon to see someone who has work files on their personal computer or who has sensitive company document folders mixed in with other personal folders on their work computer.
In that case, use the cloud as your ally. Accounts on software such as Google Drive or Dropbox can easily solve this problem, as they will unify the archiving of multiple documents and make it difficult for them to be lost — no matter who is responsible for them.
Review the Shopping Journey
Before the departure of the person responsible for your Inbound, it is important that someone from the company understands which Journey of Purchase was being applied, which contents were being used as bait and in which stages of the sales funnel they were.
You should also check, as the next step, which stages had automation and which were conducted more manually.
Review automation flows
Some email automations might be intended to last for several weeks and be monitored by this incumbent.
Are you aware of what marketing automation flows are running? What email series are scheduled to take place in the next few days?
Understanding these flows will ensure that there are no surprises, such as customer emails that don’t make any sense at all, or a significant amount of prospects coming into your CRM as an opportunity in an unknown way.
Last but not least, revoke all access from that contributor.
Social networks, marketing automation platforms, CRM, internal management system and BI are some of the software that can have individual logins in your company.
In addition to taking away individual access, team logins — such as co-access emails — should also have their access passwords changed in order to prevent sensitive company data from leaking or for unwanted changes to be made. This procedure is for everyone’s protection.
3. New contraction: how to perform it and what should be sought?
First of all, you should assess the company’s momentum to understand whether it’s better to outsource the service to a professional — owned by an agency or not — or to hire someone.
If you decide to keep an in-house team, or part of it, you will need to know what skills and characteristics a marketer needs.
Look for someone who is well grounded in marketing, but who can have specific knowledge of the digital field — especially when it comes to producing content and managing the tools you use today.
When interviewing people for this position, comment on the existing segments, show one of the reports made by the last professional and explain how you were conducting the Buying Journey of the Leads collected
It is important that this person knows how to suggest improvements in what you were doing and, from the beginning, knows the context and scenario of the company.
4. Champion formation
Found the right person? Perfect! It’s time to train her to perform her daily tasks successfully. To do this, we created a Champion Training Guide .
Champion is how we affectionately call your company’s Inbound Marketing manager. For us, this person is a champion! Through 8 simple steps, in this guide we teach how a new employee should be able to manage their Inbound Marketing with excellence!