Lenny's Podcast: Product | Growth | Career

How to build a powerful marketing machine | Emily Kramer (Asana, Carta, MKT1)

Sep 11, 2022

Emily Kramer, co-founder of MKT1 and former marketing lead at Asana and Carta, shares her expertise on building effective marketing teams. She emphasizes the importance of hiring the right marketers and introduces the concept of 'pie-shaped marketers' who can juggle multiple roles. The conversation dives into the synergy between marketing and product teams, highlighting frameworks that enhance collaboration. Additionally, Emily discusses navigating angel investing and shares insights on mastering marketing interviews, providing valuable templates for aspiring marketers.

01:10:54

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Emily Kramer

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Quick takeaways

Marketing can be viewed as a combination of fuel (content creation) and an engine (distribution and tracking) to drive growth, highlighting the importance of identifying the company's needs.

When hiring marketers, it is advised to look for 'pie-shaped' marketers who excel in one area but have working knowledge across other marketing functions, such as content/community marketers, growth marketers, and product marketers.

Effective collaboration between marketing and product teams is crucial, requiring clarity in roles and responsibilities, alignment of goals, and the use of frameworks and tools like AOR lists and roadmap meetings.

Deep dives

The Fuel and Engine Concept in Marketing

In this podcast episode, the speaker introduces the concept of viewing marketing as a combination of fuel and an engine. Fuel refers to the valuable content, design, and other assets created, while the engine focuses on the distribution and tracking of these assets. The speaker emphasizes the importance of identifying whether the company needs more fuel (content creation) or an engine (distribution and tracking) to drive growth. This helps determine the type of marketing hire required and highlights the need for collaboration between marketing and product teams.

Why You Shouldn't Hire a Marketer

02:59

What’s the Difference btw. Product Led Growth & Marketing?

03:56

What's the Difference Between Growth Marketing and Demand?

01:48

Embrace Simplicity and Structure in Marketing

00:55

Intro

4min

Building Marketing Foundations in B2B Startups

2min

Navigating Marketing Hires in Startups

24min

Navigating B2B and B2C Marketing Strategies

2min

The Synergy of Marketing and Product Teams

23min

Navigating Angel Investing: Insights and Expertise

10min

Mastering Marketing Interviews

6min

Emily Kramer led and built the marketing teams at Asana, Carta, Ticketfly, and Astro (acquired by Slack). These days, she’s the co-founder of MKT1, where she helps founders and marketers build and scale their marketing functions. Emily is also a well-respected angel investor and writes my favorite marketing newsletter (MKT1). In today’s episode, she shares her insights on when to hire marketers, how to determine which type of marketing hire is best for your team, how to best work with marketing, and what red flags to look for. Emily shares actionable templates and some incredible frameworks that are sure to expand your marketing knowledge.

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Find the full transcript here: https://www.lennysnewsletter.com/p/how-to-build-a-powerful-marketing

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Where to find Emily Kramer:

• Twitter: https://twitter.com/emilykramer

• LinkedIn: https://www.linkedin.com/in/emilykramer/

• MKT1 Newsletter: https://mkt1.substack.com/

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Where to find Lenny:

• Newsletter: https://www.lennysnewsletter.com

• Twitter: https://twitter.com/lennysan

• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/