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How to scale a B2B Marketing Function - Roshan Cariappa

How to scale a B2B Marketing Function - Roshan Cariappa

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Notes from a workshop conducted on 16th Feb 2020 for Entrepreneurs and early hires at B2B SaaS startups on how they should go about building their Marketing function from scratch. [Note - will revise this periodically]

The content focused on principles one could use to think about various things from who you should hire and what campaigns you should run to what metrics you should focus on and how marketing should align with Sales.

The purpose of the slides themselves was to seed conversations and provoke questions from the audience (the session extended beyond 2hrs!) and so you might need some additional explanation on a few of the slides.

Please feel free to reach out to me on LinkedIn, Twitter or Email - happy to help in any way possible.

Notes from a workshop conducted on 16th Feb 2020 for Entrepreneurs and early hires at B2B SaaS startups on how they should go about building their Marketing function from scratch. [Note - will revise this periodically]

The content focused on principles one could use to think about various things from who you should hire and what campaigns you should run to what metrics you should focus on and how marketing should align with Sales.

The purpose of the slides themselves was to seed conversations and provoke questions from the audience (the session extended beyond 2hrs!) and so you might need some additional explanation on a few of the slides.

Please feel free to reach out to me on LinkedIn, Twitter or Email - happy to help in any way possible.

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How to scale a B2B Marketing Function - Roshan Cariappa

  1. 1. How to Scale a B2B Marketing Function Generating your first 1000 leads – lessons learned from building the Marketing function at Vymo How to Scale a B2B Marketing Function - Roshan Cariappa 1
  2. 2. What we will learn today • B2B Marketing Principles: dealing with variables How to Scale a B2B Marketing Function - Roshan Cariappa 2 • B2B Marketing Frameworks: laying the landscape • Long-term thinking: strategic, not tactical
  3. 3. Before we begin... • YMMV: marketing is contextual How to Scale a B2B Marketing Function - Roshan Cariappa 3 • Filter: by relevance, by priority • 2-way: keep things conversational
  4. 4. “They think that intelligence is about noticing things are relevant (detecting patterns); in a complex world, intelligence consists in ignoring things that are irrelevant (avoiding false patterns)” How to Scale a B2B Marketing Function - Roshan Cariappa 4
  5. 5. Why me, why now? • Zero to One: (product, marketing) x n How to Scale a B2B Marketing Function - Roshan Cariappa 5 • Entrepreneur: optimize for impact • First Principles: experiment, learn, iterate
  6. 6. B2B Marketing - how is it different? 1/3 • More alike than not: marketing to people How to Scale a B2B Marketing Function - Roshan Cariappa 6 • Differences matter: from a process perspective • Optimize for impact: rest is semantics
  7. 7. B2B Marketing - how is it different? 2/3 • Multiple stakeholders: differing priorities, driving consensus How to Scale a B2B Marketing Function - Roshan Cariappa 7 • Consultative: educate buyers, sales/customer-success • Building credibility: beyond functional utility
  8. 8. How to Scale a B2B Marketing Function - Roshan Cariappa 8
  9. 9. B2B Marketing - how is it different? 3/3 • Low ACV, High Volume: Slack, Mailchimp / SMB How to Scale a B2B Marketing Function - Roshan Cariappa 9 • High ACV, Low Volume: Salesforce, Vymo / Enterprise • Somewhere in between: Hubspot, Outreach / Mid-market
  10. 10. How to Scale a B2B Marketing Function - Roshan Cariappa 10
  11. 11. “You do not want to win an argument. You want to win.” How to Scale a B2B Marketing Function - Roshan Cariappa 11
  12. 12. How to think about journey How to Scale a B2B Marketing Function - Roshan Cariappa 12 MOMENTUM EFFICIENCY SCALE 1 2 3
  13. 13. How to think about team How to Scale a B2B Marketing Function - Roshan Cariappa 13 EFFICIENCY Functional = Prod-Mktg Content Digital Field PR etc. SCALE Vertical = Product Solution Industry Region Usecase etc. MOMENTUM General = Growth Meetings Traffic Demos Reach etc.
  14. 14. How to think about team How to Scale a B2B Marketing Function - Roshan Cariappa 14 Time  ACV Product Marketer Digital Marketer Field Marketer Content Marketer Brand Marketer PR/Social Marketer Community / Influencer Marketer Marketing Ops / Automation
  15. 15. How to think about campaigns How to Scale a B2B Marketing Function - Roshan Cariappa 15 MOMENTUM Top of funnel = Finding product market fit EFFICIENCY Middle of funnel = Streamlining demand generation SCALE Bottom of funnel = Generating revenue Demand Gen Sales Acceleration?
  16. 16. Countless channels – how do you decide? 16How to Scale a B2B Marketing Function - Roshan Cariappa
  17. 17. Identify your customer – pick what’s relevant for her. 17How to Scale a B2B Marketing Function - Roshan Cariappa
  18. 18. Sandra CMO, Big Corp 18How to Scale a B2B Marketing Function - Roshan Cariappa • What does she care about: brand engagement • Where does she exist: LinkedIn, Events, Webinars • How should I reach her: effective, economical, integrated
  19. 19. “Never ask people what they want, watch what they do.” How to Scale a B2B Marketing Function - Roshan Cariappa 19
  20. 20. KNOW MORE about your customer about your business about your market FOMO about channels about campaigns about competition 20How to Scale a B2B Marketing Function - Roshan Cariappa
  21. 21. How to think about metrics How to Scale a B2B Marketing Function - Roshan Cariappa 21 MOMENTUM #leads #meetings #campaigns EFFICIENCY % MQL->SQL % SQL->Opportunity % Opportunity->Closure SCALE $$ Opportunity $$ Cost % Growth
  22. 22. How to think about metrics How to Scale a B2B Marketing Function - Roshan Cariappa 22 • Proxy for revenue: no vanity metrics • Keep it relevant: revise if redundant • Report regularly: share all numbers
  23. 23. How to think about brand How to Scale a B2B Marketing Function - Roshan Cariappa 23 MOMENTUM experiment EFFICIENCY choose category SCALE create category Marketing Automation Conversational Marketing
  24. 24. How to think about sales How to Scale a B2B Marketing Function - Roshan Cariappa 24 MOMENTUM learn EFFICIENCY pace SCALE lead • Establish cadence: optimize sourcing and engagement • Practice alignment: (try to) stay on the same page / outbound • Invest in enablement: training and resources
  25. 25. How to think about sales How to Scale a B2B Marketing Function - Roshan Cariappa 25 Demand Generation Revenue Marketing Inside Sales Call + Email + Chat (engagement) Campaigns Interest # MQL Action # SQL Sales + Partnerships Demos + Meetings Go to Market / Sales & Mktg enablement (use cases, solutions, orchestration) Accountability $$ Revenue$$ Opportunity Closure $$ Cold / for drip nurture Warm / for acceleration Dead / for awareness
  26. 26. *Expectation
  27. 27. How to think about competition How to Scale a B2B Marketing Function - Roshan Cariappa 27 Ignorance ObsessionSafe space • Talk to competitors: learn and share • Partnership opportunities: competition may not be competition • Focus on customers instead: will matter way more
  28. 28. Marketing @ Vymo How to Scale a B2B Marketing Function - Roshan Cariappa 28 MOMENTUM EFFICIENCY SCALE • What’s worked for us: Top of the funnel, sales enablement • Complexity: Wide spread of geos, long – complex sales cycles • HIRING: Growth Marketing Lead / 4+ yrs’ experience / B2B SaaS (link*) * https://www.linkedin.com/posts/cariappack_hiring-marketing-b2b-activity-6632840704018219008-ynLT
  29. 29. If you could only follow 3 (other) people How to Scale a B2B Marketing Function - Roshan Cariappa 29 Jason Lemkin SaaS Dave Gerhadt Marketing Brian G Burns Sales
  30. 30. How to Scale a B2B Marketing Function - Roshan Cariappa 30 “They will envy you for your success, your wealth, for your intelligence, for your looks, for your status - but rarely for your wisdom.”
  31. 31. Thank you How to Scale a B2B Marketing Function - Roshan Cariappa 31 Roshan Cariappa ckcariappa@gmail.com linkedin.com/in/cariappack twitter.com/carygottheblues

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