AMA: AssemblyAI Director of Growth & Demand Generation, Delaney Hertlein on Growth Marketing Strategy

Alignment on goals! The best working relationships I've had with the PMM side of the house is when we are able to keep an open dialogue about what our shared marketing goals/expectations are, and how we can combine forces to get there. A few real-life examples below:At my current company, we operate on a free sign-up to paid conversion model. In some quarters, our top priority has been driving extremely high-quality sign-ups. To achieve this, the growth team focuses on developing campaigns that ...Read More

Great question! My answer depends on where you believe field marketing fits within the org. In every role I’ve had, I’ve owned that function and in my opinion, field marketing tactics are the #1 way to engage existing customers. The key is partnering closely with Customer Success and Account Management to co-create meaningful marketing experiences. This strategy is my go-to for both retention and account growth. Here are a couple core field marketing tactics I love to use: Events: Customer dinne ...Read More

Identify It all starts with a deep understanding of your funnel. When I joined my current role, I was lucky to inherit a solid foundation: our analytics team had already been mapping out key funnel milestones, and most of the data I needed was readily available in Looker. If you don't have this, you will need to work with analytics/operations folks to build it. Growth marketing is nothing without the funnel. Once you have an ability to analyze your company's stages, slice the data in different w ...Read More

Growth marketers come in all shapes and sizes. The best I've seen are: Analytical Thinkers - This is a non negotiable. Growth marketers have to be deeply curious about the data to thrive in their role. Not only are they on top of the data, they are passionate about sharing it with their team. Their analysis should initiate discussion around tactics to influence various parts of the funnel. Learners (carry a growth mindset) - They are excited to experiment, report on results, and double down/try ...Read More

There are so many ways to amplify content. Here’s a mix of tried-and-true tactics along with some of my personal favorites: Social Media Company Posts: Schedule a series of posts highlighting different insights from the report to keep the content fresh and engaging. Internal Employee Advocacy: Launch a light competition early in the quarter to encourage team participation. (Example: We gifted company-branded AirPods to anyone who posted about the company at least 7 times in a quarter.) External ...Read More