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Emily Kramer led and built the marketing teams at Asana, Carta, Ticketfly, and Astro (acquired by Slack). These days, she\u2019s 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\u2019s 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.lennysnewsletter.com/p/how-to-build-a-powerful-marketing

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Where to find Emily Kramer:

\u2022 Twitter: https://twitter.com/emilykramer

\u2022 LinkedIn: https://www.linkedin.com/in/emilykramer/

\u2022 MKT1 Newsletter: https://mkt1.substack.com/

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Where to find Lenny:

\u2022 Newsletter: https://www.lennysnewsletter.com

\u2022 Twitter: https://twitter.com/lennysan

\u2022 LinkedIn: https://www.linkedin.com/in/lennyrachitsky/

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

\u2022 Amplitude: https://amplitude.com/

\u2022 Lenny\u2019s Job Board: https://www.lennysjobs.com/talent

\u2022 Athletic Greens: https://athleticgreens.com/lenny

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Referenced:

\u2022 Building an efficient marketing machine: the fuel & the engine: https://mkt1.substack.com/p/fuel-engine

\u2022 The GACC Marketing Brief: https://mkt1.substack.com/p/the-gacc-marketing-brief-the-best

\u2022 The Tipping Point: How Little Things Can Make a Big Difference: https://www.amazon.com/Tipping-Point-Little-Things-Difference/dp/0316346624

\u2022 Crossing the Chasm: https://www.amazon.com/Crossing-Chasm-3rd-Disruptive-Mainstream/dp/0062292986/

\u2022 Purple Cow: Transform Your Business by Being Remarkable: https://www.amazon.com/Purple-Cow-Transform-Business-Remarkable/dp/014101640X

\u2022 All the Light We Cannot See: https://www.amazon.com/All-Light-We-Cannot-See/dp/1501173219/

\u2022 The Daily podcast: https://www.nytimes.com/column/the-daily

\u2022 Stream Yellowjackets on Showtime: https://www.sho.com/yellowjackets

\u2022 CODA on Apple TV+: https://tv.apple.com/us/movie/coda/umc.cmc.3eh9r5iz32ggdm4ccvw5igiir

\u2022 Ashley Mayer\u2019s LinkedIn: https://www.linkedin.com/in/ashleymayer/

\u2022 Kevan Lee\u2019s LinkedIn: https://www.linkedin.com/in/kevanlee/

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In this episode, we cover:

(03:44) Emily\u2019s 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\xa0

(20:30) The difference between a growth person and a product person\xa0

(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\xa0

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