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

Lenny's Podcast: Product | Growth | Career

Lenny Rachitsky

Technology, Business, Entrepreneurship

5 • 1.5K Ratings

🗓️ 11 September 2022

⏱️ 71 minutes

🔗️ Recording | iTunes | RSS

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Summary

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.lennyspodcast.com/how-to-build-a-powerful-marketing-machine-emily-kramer-asana-carta-mkt1/#transcript

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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/

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Thank you to our wonderful sponsors for making this episode possible:

• Amplitude: https://amplitude.com/

• Lenny’s Job Board: https://www.lennysjobs.com/talent

• Athletic Greens: https://athleticgreens.com/lenny

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Referenced:

• Building an efficient marketing machine: the fuel & the engine: https://mkt1.substack.com/p/fuel-engine

• The GACC Marketing Brief: https://mkt1.substack.com/p/the-gacc-marketing-brief-the-best

• The Tipping Point: How Little Things Can Make a Big Difference: https://www.amazon.com/Tipping-Point-Little-Things-Difference/dp/0316346624

• Crossing the Chasm: https://www.amazon.com/Crossing-Chasm-3rd-Disruptive-Mainstream/dp/0062292986/

• Purple Cow: Transform Your Business by Being Remarkable: https://www.amazon.com/Purple-Cow-Transform-Business-Remarkable/dp/014101640X

• All the Light We Cannot See: https://www.amazon.com/All-Light-We-Cannot-See/dp/1501173219/

• The Daily podcast: https://www.nytimes.com/column/the-daily

• Stream Yellowjackets on Showtime: https://www.sho.com/yellowjackets

• CODA on Apple TV+: https://tv.apple.com/us/movie/coda/umc.cmc.3eh9r5iz32ggdm4ccvw5igiir

• Ashley Mayer’s LinkedIn: https://www.linkedin.com/in/ashleymayer/

• Kevan Lee’s LinkedIn: https://www.linkedin.com/in/kevanlee/

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In this episode, we cover:

(03:44) Emily’s background

(06:08) Hiring a marketing team

(11:26) Examples of fuel and engine in marketing

(16:00) What is a product marketer?

(18:20) Why you should start with a marketing generalist

(20:30) The difference between a growth person and a product person

(23:57) What to look for in a product marketer

(26:58) When to hire a marketing person

(30:45) The role of a brand marketer

(33:24) Marketing for PLG startups

(36:22) What is product-led growth?

(39:23) How to get product and marketing to collaborate

(43:38) What is the GACC framework?

(47:58 ) How to know if your marketing team is effective

(54:33) Why founders need angel investors with functional expertise

(1:00:23) Lightning round

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Transcript

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0:00.0	forget the product marketing, content marketing, partner, demand gen, growth, like forget all of it,
0:05.2	and just think of marketing as you need a fuel and you need an engine. And goal is like all the things that you're
0:12.0	creating, I mean this should be obvious, but it the content it's the word that's the design in some regard
0:16.6	So all the things you're making all the things they're gonna add value
0:20.0	An engine is how you get it out to the right people and all the tracking of that is sort of the
0:24.6	ops work I put under engine.
0:26.2	It's going to be a little neat need an engine.
0:28.2	And the question is, where do you have the biggest challenge right now or where do you think
0:30.9	if you did more you would grow faster? Is it on
0:33.3	tool side or on the engine side?
0:37.0	Welcome to Lenny's podcast. I'm Lenny and my goal here is to help you get
0:41.3	better at the craft of building and growing products.
0:44.0	I interview world-class product leaders and growth experts to learn from their hard-won experience
0:48.8	building and scaling today's most successful products. Today, my guest is Emily Kramer. Emily led and
0:55.0	built the marketing teams at Asana, Karda, Ticket fly, and Astra which was a
1:00.0	startup acquired by Slack. She was one of the first marketers to be hired at all four
1:04.3	companies and has been instrumental in helping these companies build their
1:07.7	marketing function, grow their products, and build their brands. She also writes
1:11.8	my favorite newsletter on marketing,
1:13.4	MKT1, and the best compliment that I can give her is that she's a marketer
1:17.8	that thinks like a product manager. In our chat, Emily shares a ton of
1:21.9	concrete advice on what to look for in your first marketing hire,
	...

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