In this episode of the Zero to Twenty podcast, Kate Hammit, CMO at Splash, and I discuss event-led growth as a go-to-market strategy. We define event-led growth, explore the modern buyer's journey, and discuss how to leverage events to drive growth at all stages of the funnel. We also touch on the importance of measuring event ROI, aligning sales and marketing teams to achieve revenue goals, and how to create valuable content that resonates with your target audience.

In this episode of Zero to Twenty, I interview Margaret Irons, the founder of Salt and Butter Marketing. Margaret shares her career journey, from working in agencies to leading marketing at Three Pillar Global, where she played a key role in the company's significant growth. We discuss the importance of a well-defined go-to-market strategy, aligning sales and marketing teams, and the challenges and rewards of entrepreneurship. Margaret emphasizes the significance of focusing on foundational marketing principles and offers valuable insights for startups and businesses aiming to achieve sustainable growth. We also delve into account-based marketing strategies and the importance of clear communication and measurement in achieving marketing success.

In this episode, I welcome Mike Lovell, CMO at Class, to discuss the critical topic of product-market fit. Mike emphasizes the importance of understanding and aligning product-market fit with buyer personas and market segments. He discusses the dynamic nature of product-market fit, highlighting the need for continuous evaluation and adjustment. Operational focus and discipline are crucial once product-market fit is identified to ensure success across the organization. We also discuss ways to improve product-market fit by leveraging data and customer feedback. Lastly, we both underscore the importance of genuine problem-solving over just fitting a market message.

In episode number two of the Zero to Twenty podcast I am joined by Jared Elder, VP of Marketing at Permiso, which is a fast growing B2B startup in the cybersecurity space.

In this episode we dive into how your marketing goals and priorities change as your startup grows, how content is essential for growth at all stages, and when to make your first marketing hire.

We’ll also hear from Jared as he emphasizes the importance of providing high-quality content, whether it's technical research or industry insights, to establish a brand's authority and differentiate from competitors.

In this episode we delve into practical strategies for marketers, including focusing on bottom-of-funnel activities, aligning marketing efforts with revenue goals, listening to customer feedback, and building strong sales and marketing alignment. 

We’ll also hear from Tara as she shares her journey and insights on how she transformed the marketing function within MarginEdge, and leveled up the marketing fluency within her organization.

We dive deep on John Miller’s "95-5 rule" in marketing strategy which suggests that at any given time, only 5% of the addressable market is ready to buy, while the remaining 95% is not. However, the 95% should receive as much attention as the 5% because they eventually rotate through the 5%, fueling continued growth. 

Lastly, Joe Matar and Tara Clever discuss the importance of alignment between marketing and sales teams in achieving common goals. They emphasize the need to move away from blame, shame, and credit towards taking responsibility for outcomes. Tara shares tactical insights on measurement, attribution, data cleanliness, and consistency in reporting. They stress the significance of commitment and collaboration within the organization to foster growth and success. 

I hope you enjoy episode number one!

This is the Zero to Twenty podcast, the only B2B marketing podcast for early stage startup marketers. My goal is to help early stage marketers unlock incredible growth in their companies and their careers by leveraging my experience as a VP of Marketing that led a fast-growing B2B startup from close to $0 to $20 million in ARR as well as the experiences of my world-class B2B marketing leader guests.