Lenny's Podcast: Product | Growth | Career

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

Sep 11, 2022

01:10:54

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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.

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

03:56

Embrace Simplicity and Structure in Marketing

00:55

What's the Difference Between Growth Marketing and Demand?

01:48

Getting the Balance of Fuel and Enginerit

00:20

Introduction

4min

Building Marketing Teams at B2B Startups

2min

How to Hire Marketing People for a Startup?

6min

Fuel and Engine

3min

What Are the Biggest Constraints to Your Growth?

6min

Is There a Difference Between Growth Marketing and Demand-Gen?

2min

What's the Right Role to Hire a Product Marketer?

2min

Do They Know What High Quality Sort of Great Looks Like?

2min

Are You a First Marketer?

3min

10.

The Ultimate Daily Nutrition Insurance

2min

11.

Brand Marketing

2min

12.

The Growth PM Role in PLG? What's Your Experience?

3min

13.

Product-Led Growth Is a Misnomer

4min

14.

Product and Marketing Working Together at Asana

3min

15.

The Creative C Is the Creative C and the Product C Is a Marketing Brief

3min

16.

Product Marketing and Product Marketing - I Love the Sound of That

6min

17.

Is Your Marketing Team Lean?

2min

18.

How to Leverage Your Expertise to Become Successful in Investing

3min

19.

How to Be the Most Helpful Angel Investors

2min

20.

How Do You Refer People to a Startup?

3min

21.

What's Your Favorite Podcast?

3min

22.

What's Your Favorite Interview Question That You Like to Ask

2min

23.

How to Be a Good Thinker in the Marketing Industry

3min

24.

The Fog of Marketing

2min

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/