- Handbook
- Company
- Company
- Board & Investors
- Communications
- Decision making and project management
- Guides
- Organizational Structure
- Principles
- Remote Work
- Security
- Access Control Policy
- AI Development and Customer Data Policy
- Asset Management Policy
- Business Continuity & Disaster Recovery Policy
- Cryptography Policy
- Data Management Policy
- Hardware Security Policy
- Human Resources Security Policy
- Incident Response Plan
- Information Security Policy and Acceptable Use Policy
- Information Security Roles and Responsibilities
- Operations Security Policy
- Risk Management Policy
- Secure Development Policy
- Third-Party Risk Management Policy
- Strategy
- Values
- Operations
- Engineering & Design Practices
- Design
- Engineering
- Marketing department
- Marketing
- Internal Operations
- People Ops
- Sales department
- Sales
- Commercial Organization
- Customer Success
- Edge Connectivity Sales Process
- Engagements & Pricing
- Forecast Review
- HubSpot
- Legal
- Partnerships
- Processes
- Professional Services
- Sales Compensation Plan
- Sales Deck
- Sales Meetings
- Sales Regions
- Sales Team Operating Principles
- Self Hosted Dashboard v2 Multi User
- Subscription Agreement 1.5
How the marketing team works at FlowFuse
What to work on
Due to the broad range of functions in the marketing functions at FlowFuse, there's a large degree of freedom what to pick up, and when to pick it up.
To keep the company updated and remove the need for lots of status reporting during meetings each individual is responsible for keeping all tasks one works on that take more than two hours in the marketing issue tracker.
Scheduling and Planning
All content is planned using a two-week rolling schedule tracked in the Asana content calendar. The team reviews the next two weeks every week during the marketing meeting to confirm ownership, fill gaps, and confirm social posts are scheduled.
For full details on how content is planned, scheduled, and reviewed — including how to propose new content — see the Content Strategy.
Team Performance and Collaboration
The marketing team holds a weekly meeting focused on performance review and KPIs. These sessions emphasize each team member’s needs and provide visibility into ongoing work, ensuring that individual contributions are recognized even in a fast-paced environment. They also serve as a space to identify where teammates can support one another when workloads become challenging.
Additionally, the Product Marketing Manager and the CEO host a monthly meeting to review overall departmental performance based on HubSpot dashboards and other ad hoc reports.
When required, the marketing team also leverages external vendors to maintain quality and momentum. Engaging vendors can be especially valuable when additional resources are needed to meet deadlines, sustain output levels, or enhance the team’s effectiveness with CEO approval.
Requesting Marketing support
If you would like the marketing team to create and publish content — a demo, blog post, or social media post — follow the feedback loop process in the Content Strategy page. For social post requests specifically, follow the steps in Requesting a social post.
Monthly Marketing Performance Tracking
Overview
Every first Thursday of the month, FlowFuse's CEO and product marketing manager conduct a monthly performance review to track progress, optimize campaigns, and ensure alignment with our marketing plan objectives. This systematic approach enables data-driven decision-making and continuous improvement of our marketing efforts. The monthly marketing performance review is conducted through a structured two-part assessment combining automated dashboard metrics with manual campaign and channel analysis.
Part 1: Dashboard Metrics (HubSpot Dynamic Dashboard)
We utilize our HubSpot dashboard to track core marketing performance indicators
Part 2: Manual Performance Analysis
The second component involves a detailed manual analysis across multiple marketing channels and activities in a Spreadsheet:
Paid Campaign Performance
- Campaign-by-campaign analysis: Detailed review of each active paid campaign's performance
- ROI assessment: Evaluation of campaign return on investment and cost-effectiveness
- Resource allocation decisions: Data-driven recommendations on whether to:
- Continue campaigns as-is
- Pause underperforming campaigns
- Increase budget allocation for high-performing campaigns
- Optimize targeting or creative elements
Community and Social Media Evolution
- Growth metrics: Follower count, engagement rates, and community expansion
- Content performance: Analysis of post reach, engagement, and conversion
- Platform-specific insights: Performance breakdown across different social channels
- Community health: Assessment of community engagement quality and sentiment
Content Performance Tracking
- Content calendar adherence: Progress against planned content creation and publication
- Cross-channel analysis: Performance measurement across all content distribution channels
- Reach and engagement metrics: Individual post performance and audience response
- Content type effectiveness: Analysis of which content formats drive best results
SEO Performance Monitoring
- Monthly SEO evolution: Tracking organic search performance trends
- Keyword ranking changes: Monitoring target keyword position movements
- Technical SEO health: Assessment of site performance and technical issues
- Actionable insights: Identification of specific optimization opportunities
Budget Management
- Spend tracking: Monthly expenditure against approved marketing budget
- Budget allocation efficiency: Analysis of spend distribution across channels and campaigns
- Variance analysis: Identification and explanation of budget deviations
- Future planning: Budget reallocation recommendations based on performance data
Success Metrics
The effectiveness of our monthly tracking process is measured by:
- Consistent month-over-month improvement in key metrics
- Timely identification and resolution of performance issues
- Successful optimization of underperforming campaigns
- Adherence to budget targets and efficient resource allocation
- Achievement of quarterly and annual marketing plan objectives
This approach ensures our marketing efforts remain aligned with our business objectives set up in our Growth Strategy while maintaining the agility to adapt to changing market conditions and performance insights.