Episodit
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When should you hire your first marketer?
It’s a question a lot of B2B tech start-ups struggle with and, unfortunately, tend to get wrong.
But making the right decision, not just about when to hire, but also which type of marketer to hire first, can have an enormous impact on your start-up’s growth.
In this episode, Emma Westley guides us through the question of when B2B tech start-ups should hire their first marketer. She also provides plenty of helpful advice for determining what kind of marketing professional to hire, and using your newly established marketing function to drive business growth.
What hiring conditions we're seeing in the B2B tech market in early 2024When should a B2B tech startup hire its first marketer?What should you get your first marketing hire to focus on?What signals should founders look out for to know that marketing isn't working?Common mistakes startups make when hiring their first marketerWhat are the alternatives if you can't afford a full-time hire?
We cover:
And so much more..
Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.
If you'd like to be a future guest on the Market Mentors podcast you can apply here. -
2023 has thrown a bunch of tough challenges at B2B tech marketing leaders, making it one of the trickiest years in a while, maybe even in the last couple of decades. The constant pressure to do more with less can squash creativity, test the relationship between marketing and sales teams, and even make even the most confident marketers second-guess themselves. So, what's the way out of this?
What's the sentiment amongst B2B tech marketing leaders nowWhy now isn't the time to play it safe - 'small m versus big M thinking'How to approach the relationship with sales when the pressure is onGiven the instability, what should leaders be investing in to improve their performance and resilience?What it takes to be a successful B2B tech marketing leader today
No single solution fits everyone, but I had a chat with Pavey Purewal, who used to be a CMO and is now an Executive Coach. And we dove into some practical tips that marketing leaders can put into action during these challenging times.
We cover:And so much more..
Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.
If you'd like to be a future guest on the Market Mentors podcast you can apply here. -
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With the current correction in the B2B technology market, finding the right balance between creativity and efficiency is crucial for success. This is especially true for B2B content marketers, who are seeking innovative ways to engage their target audience while optimising their resources.
Why do B2B content marketers need to leverage AI safely?How AI can, or cannot, be used during each stage of creating contentCan you tell if copy has been created by AI?AI tools that Giuseppe recommends What skills and attributes Giuseppe looks for when hiring B2B content marketers
One tool that has revolutionised this field is artificial intelligence (AI), which offers immense potential for driving both creativity and efficiency in B2B content marketing strategies.
In this podcast, we’re joined by Giuseppe Caltabiano, who is VP of Marketing at Rock Content. Giuseppe has over 20 years of experience spearheading B2B and B2C operations and has produced world-class content and digital marketing strategies for companies like Schneider Electric, Google, Capgemini, and Virgin Media.
We cover:And so much more..
Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.
If you'd like to be a future guest on the Market Mentors podcast you can apply here. -
In competitive markets, how can you use expertise-based positioning to help you create content that engages your audience?
In this podcast, we catch up with Rin Hamburgh, a former journalist and experienced copywriter, to discuss research that her agency has conducted into what the C-suite reads.
So, if you’re someone who has to engage the C-suite, or you want to create a marketing strategy that can help you differentiate your business, then tune in because we cover everything you need to know.
We cover:
What does it mean when someone is an expert?The research that Rin's agency has produced on C-suite reading habitsHow to approach expertise-based positioningWhat type of content should you produce? What type of content to avoid producingTips for content distributionHow should you think about ROI with this type of content? What Rin looks for when hiring B2B content marketersAnd so much more.
Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.
If you'd like to be a future guest on the Market Mentors podcast you can apply here. -
Marketers play a crucial role in generating leads, raising brand awareness, and ultimately fueling the sales engine. One often overlooked resource that marketers can leverage to maximise their pipeline is the use of sales development representatives (SDRs). And in today’s podcast, we will explore what SDRs are and how marketers can effectively utilise them to drive pipeline growth.
What does a Sales Development Representative (SDR) do?How do they fit into a typical sales team?How marketers can best work with SDR's to increase pipeline.The best metrics to track.Outsource or hire the SDR function?What are the best tools for SDR's to use?
And there's no better person to talk to about this than Catarina Hoch, VP of Global Marketing at Operatix.
Not only has Catarina been an SDR previously, but Operatix provide outsourced SDR teams for B2B Tech companies, so she has a wealth of knowledge about what works and what doesn't.
We cover:And so much more.
Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.
If you'd like to be a future guest on the Market Mentors podcast you can apply here. -
In today's global marketplace, the concept of localised marketing has become increasingly important for B2B tech companies. But what exactly is localised marketing? And how can it help companies succeed in a highly competitive industry?
In this podcast, I explore the benefits of localised marketing, discuss when companies should consider implementing it and a whole lot more with Lisa Vecchio, Global Vice President, Integrated Marketing at Aircall.
We cover:
What is integrated marketing and how does it relate to localisation?What are the benefits of having a localised marketing strategy?At what point does a company need to think about localisation?How Lisa approached localisation when working for a Startup.When do you need to hire marketers in country?Having run integrated marketing teams for global technology businesses, what Lisa recommends doing to set those teams up for success.What skills and attributes Lisa looks for when hiring into her marketing team.
And so much more.
Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.
If you'd like to be a future guest on the Market Mentors podcast you can apply here. -
A short update from us here at Market Recruitment.
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In the digital age, data is king. And for B2B marketers, this treasure trove of information holds the key to unlocking new opportunities and driving demand.
But how exactly can data be used to achieve these goals?
In this podcast, I talk to John Webb, Founder and CEO of Get2Growth, about the power of data in the B2B market and provide actionable insights on how to leverage it effectively.We cover:
What the opportunities are for B2B companies that sit on a lot of data right nowWhy aren’t B2B companies able to utilise their data?What could B2B companies be doing to capture more data in the first place?How would you suggest they turn that data from unknown to a known audience?What companies need to be aware of from a legislation point of viewHow should companies start to build a demand generation engine?How did John and the Spiceworks team utilise the data they had, and how did that influence their revenue?The skills and attributes that John believes makes someone good at demand generation
And so much more.
Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.
If you'd like to be a future guest on the Market Mentors podcast you can apply here. -
In today's digital age where buyers are more informed, a well-designed and optimised website can be a powerful tool to attract and convert potential customers for your B2B tech business.
But where do you start?
The single biggest mistake B2B companies make when building a new websiteWhat a lead generating website needs to haveDoes the CMS it's built on really matter?Pricing page - yes or no?How to do SEO properly and rank for keywords quicklyThe reality of how long SEO takesTactics Sam is executing to drive leads into his business (which you can steal)
In this podcast, I talk to Sam Dunning, Co-Owner at Web Choice about the key steps to creating a B2B website that not only looks great but also drives leads and delivers results.
We cover:
And so much more.
Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.
If you'd like to be a future guest on the Market Mentors podcast you can apply here. -
In today's fast-paced world, attention spans are shrinking, and the demand for quick and easily consumable content is on the rise. As a result, many companies are turning their long-form content into short-form content to cater to these changing preferences.
But how?
So in this podcast, I talk to Anthony Leung, the Founder of Mean Write Hook about how to do it.
Why companies should be thinking about turning long-form content into short-form goldWhy some companies struggle with thisWhere people should start with something like thisHow people should distribute short-form contentRecommended tools to create this type of contentWhat metrics to measure and why
And as someone who's worked in social media and content marketing for B2C companies like Pret a Manger, Just Eat, and Simba Sleep, as well as B2B brands like Rackspace and Rentokil Initial, he's worth listening to.
We cover:
And so much more.
Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.
If you'd like to be a future guest on the Market Mentors podcast you can apply here. -
Artificial intelligence (AI) is transforming the world as we know it, and marketing is no exception. From optimising online ads to creating content, AI is revolutionising how companies can reach their target audience more effectively.
And in this podcast, I talk to Ian Macleod, CMO at SALESmanago, about how AI is changing marketing.
Why AI could be good for marketersWhy marketers need to be wary of AIIs marketing an art or a science?How can marketers utilise AICan AI help develop the next marketing leaders?How SALESmanago is utilising AI to help solve the problems of their customers?Has AI become a key part of Ian's focus moving forward? When hiring B2B marketers, what traits Ian looks for
We cover:
And so much more.
Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.
If you'd like to be a future guest on the Market Mentors podcast you can apply here. -
In the rapidly evolving world of fintech, standing out from the competition is crucial for success.
One strategy that has proven to be highly effective is category creation. By defining a new category, establishing an emotional connection with customers, and aligning with the values of their target audience, fintech companies can drive growth, attract investment, and revolutionise the industry.And in this podcast, I dive into a case study on category creation with Dr. Christine Bailey. After she joined Passfort, they repositioned the company, raised a Series A, and were acquired by Moody's Corporation. Quite a journey!
We cover;
The stage Passfort was at when Christine joined and the remit of her roleCategory creation, and why Passfort landed on that as a strategy Steps Passfort went through to create a new category How Christine scaled her marketing team during this timeTips if you want to differentiate in crowded markets What skills and attributes Christine thinks makes someone good at B2B marketing
And so much more.
Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.
If you'd like to be a future guest on the Market Mentors podcast you can apply here. -
New tools, strategies, and tactics are readily available in today's marketing environment, making it easy to become distracted. Throw AI into the mix, and it’s clear to see why a lot of B2B marketers see focus as their number one challenge.
And those challenges are particularly heightened for marketers who work for B2B tech startups. These jobs, by their very nature, are incredibly hard. High expectations, limited time, and stretched resources mean you have to spend your time wisely; otherwise, you risk making no impact at all.
Which is why marketing fundamentals matter more than anything else. And in this podcast episode, it’s something that I dig into with Paul Berney, CMO at Anthropos.
What attracted Paul to work at such an early stage startupWhat marketing fundamentals are and why they're so important for success in marketing at startupsHow Paul has used marketing fundamentals to build and grow a new sector at Anthropos Tips for anyone wanting to create or refine a company's proposition What skills and traits Paul would look for if he was a CEO at a startup who was looking to hire their first marketer
We cover;
And so much more.
Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.
If you'd like to be a future guest on the Market Mentors podcast you can apply here. -
One of the biggest challenges for B2B fintechs in 2023 is how to create demand. With the well publicised demise of Silicon Valley Bank, rising global interest rates, and a cooling of major economies, venture capital funding in the sector is down by a whopping 83% in Q1 of 2023 compared to the same period in 2022. And this all has an impact on growth.
But despite these challenges, there are real opportunities for marketers at B2B fintechs to transform how they drive demand.
And in this podcast episode, I talked with Rebecca Warrington and Kerry Leech, Co-Founders of Roo & Eve, about a framework they created in partnership with Nottingham Trent University for content marketing within the context of demand generation.
This framework aims to help fintechs create content that aligns with where buyers are in their journey, and it can be a game-changer for fintechs looking to create and capture demand.
Why content is particularly important for B2B fintechs right now An overview of their demand generation frameworkImplementation advice for marketersWhat types of content to use in the framework Suggested metrics to track the success of thisThe two biggest opportunities for B2B fintech marketers today
We cover;
And so much more.
Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.
If you'd like to be a future guest on the Market Mentors podcast you can apply here. -
Are there any similarities between recruitment and B2B marketing? On the surface, they may seem like different jobs requiring different skill sets, but if you look closely, you’ll find that both disciplines have more in common than meets the eye.
However, as modern marketing has become more commonplace, the recruitment industry lags behind. So what can recruiters learn from the transformation B2B marketers have been through? In this podcast, we’ll dig into exactly that.Plus, as Sam Kuehnle has been hired as Loxo’s first marketer, we’ll also discuss his first 90 days and his advice for making a success of a role like his.
We cover;
B2B Marketing and Recruiting: The Surprising SimilaritiesTransforming Recruiting: Lessons from the Evolution of B2B MarketingThe 90-Day Reality of Being a Startup's First MarketerNo Playbook Exists for Growing a Marketing Team
And so much more.
Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.
If you'd like to be a future guest on the Market Mentors podcast you can apply here. -
It's no secret that B2B marketing can be difficult -- after all, you're marketing to a niche audience with often limited budgets. But the challenge of cutting through the noise and making an impact with your target market is compounded yet again in the digital era: attention spans are shorter than ever before and audiences are increasingly flooded with brand messages from multiple sources at once.
So how can you make sure your message stands out?
One way to help separate yourself is by using entertaining content in B2B campaigns — it will captivate your audience's attention, differentiate your material from competitors, reach a larger & wider set of prospects and engage them on different levels.
And in this podcast, we’re going to unpack, ‘Emailing with the Stars’, a series of entertaining webinars led by Ollie Whitfield, Demand Generation Team Lead at VanillaSoft.
We cover;
The challenges of creating engaging content todayHow the idea for 'Emailing with the Stars' came aboutThe process of creating a webinar like thisTips to help you come up with creative ideasWhat Ollie does to promote his webinarsThe metrics he tracks..And so much more.
Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.
If you'd like to be a future guest on the Market Mentors podcast you can apply here. -
The startup to scaleup journey is a tough one, even more so in the current climate as investors become more cautious.
But there are lessons to be learned from successful startups that have achieved success.
I’m pleased to be talking to Victoria Hatcher, who works from one of those businesses. In 2022, Proximie, only six years after they were established, raised an $80m Series C, taking their overall investment to over $130m.
And in this podcast we’re going to dig into that journey.
As a marketing leader when Proximie raised its Series C, what Victoria was thinking and feelingWhat Proximie did as a Startup to help them scaleHow the marketing team has evolved - structure and rolesManaging expectations and priorities What Victoria looks for when hiring into her team
We cover;And so much more.
Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.
If you'd like to be a future guest on the Market Mentors podcast you can apply here. -
Whether we’re in a recession right now or not is a debate for people who are far more informed than me.
However, what can’t be denied is there’s been a shift in a lot of technology companies recently from a ‘grow at all costs’ mentality to one that’s focussed on ‘efficient growth’.
Inevitably that shift brings about change, which could mean redundancies or reduced budgets.
But with every headwind there comes a tailwind and for every challenge there’s an opportunity.
So how should B2B marketers approach marketing in a recession?
I was delighted when David Fallarme took up my offer to tackle this question head on. And as someone who worked at HubSpot during the last downturn, he’s got some great advice for us.
We cover;
Tips to reduce the marketing budget without impacting marketing's effectiveness Ideas to improve efficiency How you can adapt to the changing pain points of your ICP (Hubspot example)David's 'triple A framework' for metrics How to handle redundancies Where the opportunities are in times like this
And so much more.
Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.
If you'd like to be a future guest on the Market Mentors podcast you can apply here. -
Today’s B2B tech marketers aren’t short of metrics to track. Being able to do this has enabled marketers to improve the effectiveness of the marketing they do, and ultimately the impact they have within their companies.
But sometimes marketers can focus too much on the pipeline. Classic lead generation has always been centred around marketing qualified leads (MQLs) which in many cases will never turn into revenue.
So what’s a better approach?
I’m joined by Kristina Jaramillo to discuss this very topic. And while Kristina isn’t suggesting the MQL is dead, she does talk about a proven approach to help marketers and companies increase their revenue.
We cover;
Why focussing on pipeline can be a problemWhat metrics marketers should focus on instead, and whyHow ABM can help companies increase revenue How marketing teams should be structured When you should start thinking about MarTech to support youWhat skills and attributes Kristina looks for when hiring B2B tech marketersAnd so much more.
Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.
If you'd like to be a future guest on the Market Mentors podcast you can apply here. -
For a B2B tech company, your positioning in the market, and the messaging you use to communicate with customers, are absolutely critical to your success. But when there’s so much competition from so many similar products and services today, it’s difficult to stand out from the crowd.
So, how can you ensure your messaging is unique and impactful enough to grab the attention of your customers?
In this episode, Margie Agin, Founder and Chief Strategist for Centerboard Marketing, explains how to find the right positioning and messaging to improve your engagement with your target audience, boost your marketing performance, and drive increased sales.
Common reasons some marketers struggle to get traction with their messaging The first step to start to improve traction How you can improve your messaging What you can track to see if your marketing is landing or not
We cover;And so much more.
Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.
If you'd like to be a future guest on the Market Mentors podcast you can apply here. - Näytä enemmän
