When To Hire A Growth Marketer - Andrew Miller - The Hard Corps Marketing Show - Episode # 328

When To Hire A Growth Marketer - Andrew Miller - The Hard Corps Marketing Show - Episode # 328

While everyone wants to have a Growth Marketer on their team, not every company actually needs a Growth Marketer, depending on their current stage. Today, we’re learning from a serial entrepreneur with multiple successful exits, a business mentor, a Growth Marketer, a lead generation expert & a marketing thought leader. Andrew Miller is the Co-Founder of WordSmiths, Inc. and the CEO & Founder of Eudaimonia Health. Andrew explains when and why a company should hire a growth marketer, how a company’s marketing evolves as it grows, and how a company goes from product-market fit to go-to-market fit.
 
Busted Myths:
  • Not every company needs a growth marketer. While this term gets thrown around a lot and has many positive connotations, its widespread use has led to its misuse. If a company hasn’t found its product-market fit or is a pre-revenue SaaS, they don’t need a growth marketer yet.
 
Takeaways
  • The term “growth marketing” comes from the term “growth hacking” which was coined by Sean Ellis and this referred to a very scrappy kind of business. Although poorly defined, growth marketing can be thought of as a more-refined successor of growth hacking. 
  • Within the pre-revenue stage of a SaaS company’s life, there are two distinct phases 1. Prototype and 2. MVP. During the Prototyping phase, the best marketers will be the company’s founders. In the MVP phase, companies can start exploring bringing in a generalist marketer, but a growth marketer is not needed yet. 
  • The MVP phase is about figuring out product-market fit and determining if people will actually be willing to pay you for your product. High CAC (Customer Acquisition Cost) is a hallmark of this phase. Finding product-market fit is really about learning how to price a product.
  • From a general marketing perspective, as the company grows from $0-1m in revenue, the focus should be on using one channel consistently, testing, analyzing data, and helping the sales team.
  •  Once a company attains product-market fit, it can enter the “Go-To-Market-Fit” phase which focuses on learning how to sell its product. This is the point at which a company should hire a growth marketer and think more about scaling.
  • B2B marketing has a reputation for being very boring, however, it doesn’t have to be. Many of the fun, effective aspects of B2C marketing can still apply to B2B, but marketers need to balance the fun with the professional tone that will instill trust in the brand.
 
Quote of the Show:
  • “Your pre-revenue SaaS does not need a growth marketer. In fact, if you haven't found product-market fit, you really do not need a growth marketer.” - Andrew Miller
 
Shout Outs:
  • Sean Ellis
  • Winning by Design
  • Jacco van der Kooij - Founder of Winning by Design
  • Agorapulse
  • Keto Chow
  • Travis Tyler - (Awesome) Marketer and Podcast Host at PandaDoc
  • PandaDoc
 
Links:
 
Ways to Tune In:

 
 Hard Corps Marketing is produced and sponsored by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/

Creators and Guests

Casey Cheshire
Host
Casey Cheshire
CEO & Founder of Ringmaster Conversational Marketing. Casey Cheshire is a marketer, serial entrepreneur, and adventurer. He has been in EO for close to 10 years and counts his relationships as a key reason for his continued success. Casey’s passion for podcasting led to him founding Ringmaster Conversational Marketing. Ringmaster helps B2B businesses launch podcasts that drive growth and revenue. Previously, Casey founded and ran Cheshire Impact for 10 years. It became the top Salesforce Pardot marketing automation solutions partner in the world before a successful exit in 2021. He is also a US Marine Corps Veteran where he served in the Infantry and deployed to some very hot climates. In his free time, Casey likes to skydive, climb mountains, and pretend to be a hungry bear for his two kids.
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