Full-Funnel B2B Marketing Show Episode 79: Building a great marketing team with Kyle Lacy
Jan 17, 2022
41:28
Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnel
Join me and Kyle Lacy, SVP of Marketing @Seismic talking about building a great marketing team and discussing lessons learned after growing Lessonly for 5 years.
We cover:
- The most important skills of VP of marketing
- How to build a great marketing team
- How to onboard and serve new team members to help them to deliver asap
- Lessonly growth breakdown: what made Lessonly so successful in the SalesTech space?
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RESOURCES
On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/
Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsletter/
Join our community for B2B marketers - The Trenches: https://sendfox.com/trenches
Upcoming events: https://lu.ma/fullfunnel/events
Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog
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BEHIND THE SCENES OF THE EPISODE
Here is a story I witnessed a year ago.
CEO: Welcome on board. You are a prominent growth marketer, and with your help, we are looking to achieve our growth targets.
Sales: Hope you'll help us to generate more leads.
Marketer: Anything I need to know before starting out?
Executive and sales: No, just go ahead and feel free to do whatever you think will help us to grow.
3 months later.
CEO: I'm not satisfied with your performance. You didn't hit our leads' quota. Also, the CAC is higher than expected.
Marketer going red-face: Well, but you didn't give me clear priorities. I set up a Google Ads campaign, booked a sponsorship for an upcoming industry conference, hired an agency to help us with content and SEO, published and promoted an ebook on LinkedIn. All leads were sent to sales.
Also, I'm negotiating with a web agency to redesign our website.
Sales: But the leads are not sales-ready. We just wasted our time.
CEO: Google Ads never worked for us because our target market is not actively buying. Also, we played several times with promoting e-books, and it didn't work.
I expected you'll help us to grow...
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The moral of that said but a true story I witnessed a year ago:
If you don't onboard your marketer properly, set up clear priorities, share with them marketing documentation (what worked and what didn't), marketing performance will be always far from expected.
Many B2B companies make the same fundamental mistake when hiring a marketer or growing a team.
That's why I decided to kick off the new season of the Full-Funnel Podcast with Kyle Lacy, SVP of Marketing at Seismic (ex Lessonly by Seismic) talking about building a great marketing team.
Join me and Kyle Lacy, SVP of Marketing @Seismic talking about building a great marketing team and discussing lessons learned after growing Lessonly for 5 years.
We cover:
- The most important skills of VP of marketing
- How to build a great marketing team
- How to onboard and serve new team members to help them to deliver asap
- Lessonly growth breakdown: what made Lessonly so successful in the SalesTech space?
---------------------------------------------------------------------------------------------------------------------
RESOURCES
On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/
Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsletter/
Join our community for B2B marketers - The Trenches: https://sendfox.com/trenches
Upcoming events: https://lu.ma/fullfunnel/events
Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog
--------------------------------------------------------------------------------------------------------------------
BEHIND THE SCENES OF THE EPISODE
Here is a story I witnessed a year ago.
CEO: Welcome on board. You are a prominent growth marketer, and with your help, we are looking to achieve our growth targets.
Sales: Hope you'll help us to generate more leads.
Marketer: Anything I need to know before starting out?
Executive and sales: No, just go ahead and feel free to do whatever you think will help us to grow.
3 months later.
CEO: I'm not satisfied with your performance. You didn't hit our leads' quota. Also, the CAC is higher than expected.
Marketer going red-face: Well, but you didn't give me clear priorities. I set up a Google Ads campaign, booked a sponsorship for an upcoming industry conference, hired an agency to help us with content and SEO, published and promoted an ebook on LinkedIn. All leads were sent to sales.
Also, I'm negotiating with a web agency to redesign our website.
Sales: But the leads are not sales-ready. We just wasted our time.
CEO: Google Ads never worked for us because our target market is not actively buying. Also, we played several times with promoting e-books, and it didn't work.
I expected you'll help us to grow...
---------------------------------------------------------------------
The moral of that said but a true story I witnessed a year ago:
If you don't onboard your marketer properly, set up clear priorities, share with them marketing documentation (what worked and what didn't), marketing performance will be always far from expected.
Many B2B companies make the same fundamental mistake when hiring a marketer or growing a team.
That's why I decided to kick off the new season of the Full-Funnel Podcast with Kyle Lacy, SVP of Marketing at Seismic (ex Lessonly by Seismic) talking about building a great marketing team.