Back Story
With 150+ employees headquartered in China, USA, Ireland, and the UK, Diversitech owns and operates eight DTC online brands and is a private label tool manufacturer for global Fortune 500 retailers.
As the marketing director at Diversitech Global, I was tasked with building and operating a hybrid remote marketing team to support the growth of our B2B and DTC online brands.
The Challenge
The challenge was to build a remote marketing team that could execute our brand-centric marketing strategies, manage 7-figure marketing budgets, and complete projects for Fortune 500 companies like Starbucks, Volkswagen, and Perrier, all while maintaining a high level of quality and efficiency. I also needed to find experts in specific roles such as videographers, graphic designers, copywriters, and technical SEO specialists.
The Strategy
My strategy was to create a hybrid remote marketing team that consisted of internal employees and external contractors. This allowed us to have a mix of full-time, dedicated team members and specialized contractors who could provide specific expertise as needed. Additionally, using remote contractors helped to save on budget, as we didn't have to pay for office space and other overhead costs.
The Process
Building the Team
I began by identifying key roles that needed to be filled, such as a design team, videographers, virtual assistants, graphic designers, copywriters, and technical SEO specialists. I then used a combination of job postings, recruiting agencies, freelancer websites like Upwork and Freelancer, and personal networks to find the right candidates.
Managing the Team
Once the team was in place, I implemented several management tools and processes to ensure that everyone was on the same page and that work was being completed on time and to a high standard, including:
- Regular team meetings via video conferencing,
- using Monday.com as a project management tool to keep track of tasks and deadlines
- HubSpot CRM to coordinate content marketing, email marketing, and automated funnel nurturing.
- Clear communication channels through instant messaging and email
- Performance evaluations to ensure that team members were meeting expectations
- A virtual office environment where team members could collaborate and share files
The Results
The results of switching to a hybrid remote marketing team were impressive not only in terms of growth but also in terms of cost-effectiveness.
By utilizing a combination of internal employees and external contractors, we were able to save on budget while still having access to a wide range of specialized expertise.
Our B2B customer base doubled, and overall B2B sales increased by 22% using HubSpot CRM to coordinate content marketing, email marketing, and automated funnel nurturing.
Additionally, the external team we created was able to quickly support our sales team with relevant content, leading to increased conversions and sales.