Mintable's Success In Streamlining Marketing Operations

Mintable, a fast-growing company focused on digital transformation and marketplace solutions, was facing several internal challenges, including high turnover, unclear KPIs, and inefficiencies in their marketing team. Dr. Patrick Chin, the CMO, and his team were eager to scale operations and ensure effective execution of their marketing initiatives. However, their existing resources and structure weren’t allowing them to achieve optimal results.

When Patrick took on the CMO role at Mintable, he quickly recognized several critical issues:

• The marketing team lacked clear direction and measurable KPIs.
• Several key positions were vacant, and there was a significant turnover.
• The execution of marketing strategies was not aligned with business objectives, affecting overall profitability and growth.

Patrick needed to restructure the marketing team, implement efficient processes, and ensure better alignment with the company’s strategic goals.

He partnered with Digital for the following key roles:

• Lead Marketer: A versatile marketer was hired to handle the day-to-day execution of Mintable’s marketing campaigns. This included overseeing email campaigns, paid ads, and general marketing strategies that aligned with Mintable’s broader business goals. Their focus was on optimizing lead generation and conversion processes.
• Social Media Marketer: A social media expert was placed to manage Mintable’s social media channels and develop strategies to increase brand awareness. This role involved engaging the community, creating compelling posts, and analyzing performance to ensure growth on social platforms.
• Content Marketer: A dedicated content marketer was placed to help Mintable create high-quality, SEO-optimized content. This content served to engage potential customers, enhance the brand’s visibility, and support the overall lead-generation efforts.

Key Steps Taken

Digital then worked alongside Mintable’s HR and marketing teams to improve team structure, establish clear KPIs, and implement efficient processes. Here’s how they helped:

1. Restructuring the Marketing Team:

   • Digital worked closely with Mintable’s HR team to identify key roles, and helped recruit talent quickly and efficiently.
   • Digital rapidly placed qualified individuals into these roles, ensuring that Mintable’s marketing team could hit the ground running. By sourcing talent with the right skills, Digital was able to quickly plug critical gaps and stabilize the marketing department.

2. Performance Tracking and KPI Implementation:

• Digital worked with Patrick and his team to establish KPIs for each role. The Social Media Marketer tracked social engagement and growth metrics, while the general Marketer focused on lead generation and campaign performance. The Content Marketing Specialist ensured that all content was aligned with SEO best practices to drive organic traffic.

3. Optimizing Lead Generation:

   • The team focused on building stronger funnels using tools like HubSpot to automate workflows and enhance email marketing campaigns.

4. Improved Content Strategy:

   • With the new talent in place, Mintable was able to implement effective marketing strategies. The Social Media Marketer significantly improved engagement, while the Marketer ensured that campaigns were well-coordinated and results-driven. The team also developed content strategy for more engaging content and one that was better aligned with Mintable’s brand.

The collaboration between Mintable and the digital agency led to significant improvements in several areas:

• Cost Savings: Mintable realized a 40% reduction in operational marketing costs by streamlining processes and hiring the right talent.
• Lead Generation Increase: The lead-generation strategy led to a 10% increase in high-quality leads entering the sales funnel.
• Enhanced Social Media Engagement: With a dedicated Social Media Marketer, Mintable saw a notable rise in engagement, building a more active community around the brand.
• Higher ROI: Optimized campaigns and improved lead-generation processes resulted in better returns on marketing investments.