I'm a senior PMM and the first marketing hire at a product-led-growth B2B startup. Do you have any advice on building out the marketing team as the company grows?

What an exciting opportunity! Growing a marketing team at a product-led-growth B2B startup is no easy feat, but it can be incredibly rewarding. Here are some tips that can be helpful: When building out the marketing team, I would start with hiring for specialized roles such as Product Marketers and Content Managers first. This will ensure that you have a strong foundation to build upon and hire additional team members later on. For PMMs at smaller companies, it's best to hire "jack of all trades ...Read More

It makes sense that the first marketing hire on a product-led organization is the Product Marketing lead :). I would say put your strategy together and depending on the priorities you will see what kind of marketing hires you need, vs perhaps going with external agencies for some marketing activities. You may want to keep the strategic items in-house like competitive intelligence, but anything related to marketing campaigns you could start with external agencies / contractors with the optionf or ...Read More

Be sure you understand and articulate *why* you're building out the team. We all want to grow the marketing team, but growing for the sake of growing can often cause more problems than it solves. To be effective at a small company with a small team, you need to grow strategically and focus on the most important initiatives.  Put together a list of projects you'd like to tackle and other marketing-related inititatives. Then talk with your stakeholders in product, sales, and customer success to se ...Read More

There are three capabilities you'll want to be sure are covered in forming a modern PLG marketing team. This is my take on their order: Measurement: Make sure you have a Revenue Operations role in the company that will set up and maintain the data pipeline you'll need. At a smaller company, this will likely be a centralized Rev Ops role. You'll need to ensure they include Marketing considerations and data elements in their process. Ultimately, you'll need to make sure someone is helping you meas ...Read More