On this episode of Open Source Growth, Dean Denny, founder and director of Australia's top-ranked SaaS marketing agency Owen Denny Digital, discusses the importance of building an effective B2B SaaS growth marketing team. He recommends hiring a high-quality generalist, outsourcing specialist help, and hiring agencies for media buying, strategy, and SEO. He also suggests hiring from disadvantaged communities and bringing in a CMO to oversee the whole team.
Timestamp:
[00:01:47] Building B2B SaaS team: step-by-step instructions.
[00:03:55] Marketing team part of revenue team.
[00:06:14] Enable customers to self-serve, self-submit, revenue-driven.
[00:08:27] Hire quality generalist, train, manage, align goals.
[00:18:56] Outsource copy, hire copywriter, video editor.
[00:21:23] Create content team, CMO, report up, philosophical choices.
[00:23:19] Hire agency help for growth.
Top 5 Lessons Learned from the Podcast Lesson 1: Recognize the marketing team as part of the greater revenue team.
Align marketing efforts with sales to ensure the generation of revenue is the ultimate goal. Understand the company's vision and revenue targets, and ensure the marketing team shares this focus.
Lesson 2: Prioritize hiring a general marketing assistant before outsourcing to agencies.
In the early stages, a versatile marketing assistant can handle various tasks, allowing the founder to focus on strategic direction. When ready to expand, consider outsourcing specific tasks to agencies based on needs.
Lesson 3: Hire an in-house copywriter early in the growth stages.
Having a consistent tone of voice across all platforms is crucial for effective communication. An in-house copywriter can maintain brand consistency and negotiate better rates with agencies while aligning content with overall marketing goals.
Lesson 4: As the team grows, bring in-house specialists like video editors.
Building an internal content creation team with specialists like video editors ensures a steady flow of high-quality content. Consider hiring from disadvantaged communities for skilled yet cost-effective talent.
Lesson 5: Introduce a Chief Marketing Officer (CMO) to oversee the entire marketing operation.
A CMO becomes essential as the team expands, managing activations, networking events, and reporting frameworks. This strategic leadership ensures efficient coordination among team members and helps the business scale effectively.
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