Sep 11 • 1HR 11M

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

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Lenny Rachitsky interviews world-class product leaders and growth experts to uncover concrete, actionable, and tactical advice to help you build, launch, and grow your own product.
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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.

Listen now on Apple, Spotify, Google, and YouTube.

Find the full transcript here: https://www.lennyspodcast.com/how-to-build-a-powerful-marketing-machine-emily-kramer-asana-carta-mkt1/#transcript

Where to find Emily Kramer:

• Twitter: https://twitter.com/emilykramer

• LinkedIn: https://www.linkedin.com/in/emilykramer/

• MKT1 Newsletter: https://mkt1.substack.com/

Where to find Lenny:

• Newsletter: https://www.lennysnewsletter.com

• Twitter: https://twitter.com/lennysan

• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/

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

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/

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

Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.