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EP 03: Building Your First Marketing Team With Joe Andrews, Jake Braly, and Ron Harnik
Sierra's Anne Gherini will be talking to early-stage leaders about building incredible brands, filling the pipeline, and helping retain key customers all on a startup budget.
Roundtable Speakers:
Joe Andrews is the CMO at SupportLogic; previously, he was a marketing leader at OODA, InsideView, Zuora and VMware.
Jake Braly is the CMO at Krisp; previously, he was a marketing leader at Highspot, Apptio, K2 and Microsoft
Ron Harnik is the VP of Marketing at Endor Labs; previously, he was a marketing leader at Tastewise, Palo Alto Networks and NetApp.
Key Takeaways:
Product Marketing is Crucial: Product marketing is the foundation of your marketing strategy in the early stage. Understand your market, create detailed buyer personas, and craft compelling messaging. Research your target audience, identify pain points, and tailor your marketing efforts to address their specific needs.
Develop a Narrative: Shift the focus from product features to telling a story about the disruptive event or market shift that necessitates your product. Highlight the "why change" message and align your narrative with major trends to attract and retain an engaged audience.
Focus on Revenue: An early-stage marketing leader's primary job is revenue generation. All marketing channels should be geared towards this goal. Product marketing and demand generation should work together, and the responsibility for the pipeline should be shared among the revenue team.
Iterate on Demand Generation: Demand generation is an ongoing process that requires constant refinement based on data and insights. Embrace experimentation and try new ideas, formats, and messaging. A/B testing can help identify what resonates best with your target audience.
Data-Driven Decision-Making: Data is essential for making informed decisions, measuring campaign success, and understanding potential demand. Regularly track key performance indicators (KPIs) like conversion rates, click-through rates, and lead generation to identify what's working and what needs improvement. Collaborate closely with the sales team to establish shared KPIs and a unified approach to engaging prospects.
These tips emphasize the importance of a strong foundation in product marketing, the power of storytelling, revenue focus, iterative strategies, and data-driven decision-making in early-stage marketing success.
#venturecapital #entrepreneurship #podcast #CXO #startup #marketing #cmo #productmarketing #growthmarketing #earlystage #founder #customersucess #leader #CS #sales
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By Anne Gherini, Sierra VenturesSierra's Anne Gherini will be talking to early-stage leaders about building incredible brands, filling the pipeline, and helping retain key customers all on a startup budget.
Roundtable Speakers:
Joe Andrews is the CMO at SupportLogic; previously, he was a marketing leader at OODA, InsideView, Zuora and VMware.
Jake Braly is the CMO at Krisp; previously, he was a marketing leader at Highspot, Apptio, K2 and Microsoft
Ron Harnik is the VP of Marketing at Endor Labs; previously, he was a marketing leader at Tastewise, Palo Alto Networks and NetApp.
Key Takeaways:
Product Marketing is Crucial: Product marketing is the foundation of your marketing strategy in the early stage. Understand your market, create detailed buyer personas, and craft compelling messaging. Research your target audience, identify pain points, and tailor your marketing efforts to address their specific needs.
Develop a Narrative: Shift the focus from product features to telling a story about the disruptive event or market shift that necessitates your product. Highlight the "why change" message and align your narrative with major trends to attract and retain an engaged audience.
Focus on Revenue: An early-stage marketing leader's primary job is revenue generation. All marketing channels should be geared towards this goal. Product marketing and demand generation should work together, and the responsibility for the pipeline should be shared among the revenue team.
Iterate on Demand Generation: Demand generation is an ongoing process that requires constant refinement based on data and insights. Embrace experimentation and try new ideas, formats, and messaging. A/B testing can help identify what resonates best with your target audience.
Data-Driven Decision-Making: Data is essential for making informed decisions, measuring campaign success, and understanding potential demand. Regularly track key performance indicators (KPIs) like conversion rates, click-through rates, and lead generation to identify what's working and what needs improvement. Collaborate closely with the sales team to establish shared KPIs and a unified approach to engaging prospects.
These tips emphasize the importance of a strong foundation in product marketing, the power of storytelling, revenue focus, iterative strategies, and data-driven decision-making in early-stage marketing success.
#venturecapital #entrepreneurship #podcast #CXO #startup #marketing #cmo #productmarketing #growthmarketing #earlystage #founder #customersucess #leader #CS #sales