Building a marketing machine
Podcasts · Business, Startups · Source
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You need to build both the fuel and the engine. Can’t just have one
When hiring, fit with your business model (top-down vs product-led vs content/community led) is a lot more important than industry experience
Fuel is “are you creating the right content or messaging”. Engine is “are you getting it out to the right people” + all the analytics for that
You can’t just build the engine and expect it to work (like loads of outbound emails with crap in them). And you also can’t just expect fuel with no engine (great blogposts but with no way to market them) to work
SDRs are a kind of engine, but you need fuel for them
More on the framework here: https://mkt1.substack.com/p/fuel-engine
Community is both fuel and engine — they create content, and they spread the word
Figure out the biggest constraints to your growth
If you’re still at the founder-led sales stage where you’re still doing Discovery with potential customers, you shouldn’t be thinking of hiring a fulltime marketing person
But really need a marketing person for a PLG model