Building out a B2B marketing department

February 25, 2021

Are you the first marketing hire, and trying to get all of your programs running? Here’s a quick sketch of how to start.

  • The first two people you need are product marketing and demand gen. If you have a demand gen background, hire a product marketer. If you have a product marketing background, hire demand gen. Both of these people will need to stretch into (or hire contractors for) adjacent areas. Your PMM will need to do a lot of writing, and your demand gen person will need to do some marketing ops and analytics.
  • Next, figure out messaging and positioning and, depending on the company, some basic field enablement. A reasonable guess at messaging and positioning will make your content and demand gen programs much more effective and useful over the long term.
  • Then, you’ll need a topic strategy. Here’s how to get from positioning and messaging to content. A topic strategy is your decision about what small number of topics you want your brand to be experts in. It will lay the groundwork for your content marketing.
  • By the way, we’ve put together a rigorous, but simple, process for figuring out your keyword strategy. SEO should not solely determine your topic strategy. But you can use your keyword strategy to get started with your topic strategy.
  • Next is to start producing content. Distributing your content will be a key part of this. Distribution means getting your website into a place you feel comfortable with, but it also means spinning up demand gen and community engagement experiments. Here’s more about how to do that.

Simple, right? Of course not, but we’re always happy to brainstorm about specifics, use the chat button if you’d like to set up a time.


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