Interview with Joaquim Miro, Founding Partner & CMO at MLG Blockchain
Martech thought leader and startup advisor, Joaquim Miro is Partner & CMO at MLG Blockchain, a global blockchain focused venture creation and advisory firm with broker-dealer capabilities that build solutions using blockchains and smart contract technology. Joaquim was awarded Superior Achievement Award by Bombardier Aerospace in Aug 2013.
Your Journey as a Marketing Professional
In 2016, I transitioned into the world of the blockchain, both as a marketing professional and as an investor. Over the course of the first half of the year, I observed how successful blockchain startups would stand out from their competitors. It didn’t take long to get involved and after a few months with the Blockchain Education Network I went on to build a global team of blockchain talent at MLG Blockchain Consulting. As CMO of MLG, I manage the high-level strategies of some of the most successful blockchain projects in the world and am on a quest to make MLG Blockchain the global leader in blockchain capital fundraising and tech services.
What are the primary marketing channels you have worked on? What will be your advice to young marketers on each of these channels?
I managed multi-million dollar integrated marketing campaigns, including full digital marketing campaigns utilizing paid traffic funnels (SEM, FB ads, youtube display campaigns, independent banner ad placements, etc.) and organic/guerilla traffic funnels (SEO, content clusters, influencers, ambassadors, etc.) to bring people into a landing page funnel primarily focussed on gathering people’s emails to serve drip-email content campaigns which then built up loyalty and ambassadorship until product launch. We then had full PR and content teams, as well as community management and event teams to build out global awareness and engagement for fast-growing tech projects.
My main advice to young marketers would be two-fold. At a high level, you want to make sure that as the leader of your marketing organization you have the proper structure in place to allow for scalability of your team when extra projects and workloads land on your lap. This means you need to build proper training programs and reporting procedures, all the while implementing the continuous feedback loops to ensure your strategy has the necessary flexibility for success. The only way this is possible is by having everyone on board understand the big picture and the specific part they are playing to get us there. The second is that your team needs to A/B test everything, from designs to copy to posting intervals. You need to become obsessed with the metrics that are most important for the campaign at hand, whether that be CTR, conversion rates or engagement levels and churn.
What are some of the important marketing software that you have used and found to be really useful for your company?
Hubspot (as your sales and marketing CRM), Google Analytics, Search Console & Adwords (for web traffic analytics, SEO and SEM), Instapage (for landing pages), Clickfunnels (for full funnel management), Everwebinar (for Webinars), SwissMadeMarketing (for SEO), Mobilize (for community management), LinkedHelper (for outreach automation), etc.. There are a few other tools that aren’t necessarily marketing tools but rather project and communication management tools that are necessary to run a marketing agency such as Asana/Trello (for project management) and Slack (for virtual distributed communication).
Would you like to share a few words about anyone marketing software that you absolutely love and always recommends it to others?
Hubspot, it’s extremely powerful and should be implemented at the start as there is a very powerful free version. Once you get more revenue you can upgrade to a paid version but be advised this tool is on the expensive side in comparison to many others. In any case, having a proper CRM will serve as the glue between all the functions of your organization and allow you to grow with a stronger foundation.