Marketing use cases at Loom

Hi there. I'm Laura and I'm on the marketing team here at loom. I joined loom to build and scale a best-in-class demand generation function.

So right now we're really building from zero to one, which means that my first year is going to be focused on implementing the right marketing technology stack and hiring and onboarding top talent that will continue to raise the bar for us at loom.

We need to move really quickly in order to hit some pretty aggressive goals. And one of the most tedious and time-consuming processes is evaluating, purchasing and implementing robust tools and technology.

So today I'm going to show you how I purchase marketing technology quickly and efficiently without sacrificing stakeholder buy-in or due diligence to assure that we're making the right decision for the business and for my team, uh, the kicker here is that I'm going to show you how we do this almost entirely asynchronously.

So first and foremost, assemble your buying team. Uh, you want to identify who's going to be the driver or the person that's really defining what you're buying, why you're buying it, how you're going to be implementing it and using it day to day, as well as the goals and what success will look like for this tool next year, we're going to want to bring on somebody who's an end-user of the product.

Uh, there'll be really involved in what the feature requirements look like for this tool and tech. Uh, and they're gonna make sure that it's actually easy to use.

It's something that will help them do their job. The next person is going to be somebody that's a little bit more technical what's needed on the backend.

How will this fit into the larger technology ecosystem you already have at your org? And also the data is going to speak back and forth to each other.

Finally, you'll need an approver. Now, sometimes this is the driver, but depending on the cost of the tools and tech that you're bringing on, you may need somebody higher up in the org just to give you a final approval and say on budget from there, those folks can communicate asynchronously, giving extra context where needed by using loom.

Uh, we document once we've aligned by via loom, all of our requirements into one evaluation, uh, tech stack. So we put this into a Google sheet here, but we will often times link back to looms to speak back and forth on each other, to give different clarifying points and to really connect asynchronously.

So we don't have to build out this really robust document of requirements. Uh, only through formally scheduled time. They can require a lot of meetings and just delay your process by weeks.

Uh, once we've identified this week, then go through requirement value. So each of us will wait, what, what is needed to purchase the tech in terms of how important those things are from for us, we then assign different types of tiers to each of our requirements in our tech stack.

So the first is need to have things like ease of use, uh, our SSO and compliance requirements, as well as like pulling functionality or different features.

Then we identify things that are just nice to have customized emails, registration, page, native integrations. If we could build our own.

Sometimes that integration piece is a need to have, and then finally deal breakers. What are things that are just never going to be able to move forward?

So we aren't spending a lot of time spinning our wheels with the tech that isn't the right fit for our business out the gate.

Finally, we send that requirement doc over to our vendors, oftentimes with a loom to give them added context before we even have to meet with them.

This means that our initial demo conversations are going to be hyper tailored to exactly what we need at the organization.

Often cutting off minutes or hours of what we would spend going back and forth with the vendor. Next we'll have our initial demo and pricing discussion.

Again, we can eliminate a lot of back and forth via email or formally scheduled time by sending a loom to do this asynchronously.

And then finally, async internal alignment. Being able to create a Slack channel where we can send looms back and forth to one another without having a meeting where that's frankly pretty expensive, getting all of the folks that are involved in the buying process together at once, we can kind of present to them in an asynchronous fashion.

So folks can watch between meetings and give sign off on the go. Finally, you're ready to purchase. If you're interested in the requirements template that I showed above or learning more about this process and how loom can help you purchase technology for your organization, feel free to send me a womb.

I've dropped my email here.