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Recap: 2022 Growth Marketing Summit

Photo Credit: XoXo by Cortni

With the support of TriNet and Brex, we recently hosted a Growth Marketing Summit for the Embarc Collective membership. As so many of the members of Embarc Collective grow and build out leadership teams, we wanted to create space for those individuals to learn about different approaches to take with their growth marketing strategies. We flew in several amazing experts from national, high-growth startups to share their playbooks for how they have achieved exponential growth.

For those not in attendance, here are some of the takeaways from our presenters:

Anil Yasyerli, Advisor and former Chief Marketing Officer at PadSplit (Series B)

  • On leading a marketing team: “Focus on getting to the right outcomes, not on being right in the moment.” Knowing that we are always learning as we build startups, staying stubborn about the execution often can hurt your company. Instead, come to the table without ego and be open to the solution that delivers the desired results.
  • On generalist v. specialists on your marketing team: At the beginning, you may hire generalists. “But as you figure out which levers and channels work, you need to bring in people with deep expertise.”
  • On hiring: Especially in this job market, hire fast. “The moment you start feeling the pain, you are probably 2-3 months late.”

Nate Gilmore, Chief Marketing Officer at PandaDoc

  • On understanding your value proposition: Leverage a combination of Jobs Theory and Customer Interviews (shoutout to the Mom Test, an Embarc Collective favorite)
  • On PandaDoc’s framework for growth: “1) Discovery 2) Repeatability 3) Predictability 4) Scalability”
  • On communicating throughout the organization: For it to sink in, you have to repeat the message over and over again. PandaDoc starts every team meeting with the mission, vision, and goals.

Panel on Aligning Your Marketing and Sales Strategy with Aurelia Solomon, Senior Director of Product Marketing at Drift, Lance Weatherby, Head of Marketing at Safely; Partner at Weatherby Ventures, and Maria Juan, Vice President of Marketing and Communications at Peerfit

  • On sales hires: The first hire for a founder-led sales team should not be a Head of Sales or VP of Sales, but a trailblazing salesperson – someone who can execute on the founder’s sales approach.
  • On channels for growth marketing: In the beginning, you may focus on social media, content creation, and overall lead generation (quantity). But over time, you will shift to a demand generation strategy (quality).
  • On sales and marketing tools: There was agreement that a CRM is a foundational tool. “We believe that if it is not in the CRM, it didn’t happen!” – this is a great incentive to have the sales team log their activity in the CRM.

Harriet Johnston, Head of Content and Partner Marketing at Brex

  • On partner marketing: It can be divided into three parts:
    1. Product Partnerships, which reduce leakage in your funnel
    2. Rewards Partnerships, which add credibility and allow you to add value at no cost
    3. Channel Partnerships, which help grow your reach
  • On the keys to getting started with channel partnerships:
    1. Prioritization
    2. Dream Big
    3. 1 + 1 = 3, Always
    4. Be Able to Track Success

Holly Beilin, Head of Public Relations at Flock Safety

  • On why you leverage PR for your startup: 1) Build your reputation 2) Enhance your reputation 3) Protect your reputation
  • On ways to staff your PR needs: 1) DIY 2) In-house PR resources 3) a PR agency
  • On different tools to leverage within PR: 1) Media Relations, 2) Social Media (think beyond the big 4!) 3) Thought Leadership

Tanya Stanfield, Growth Strategy Lead & CEO at True Believer Brands

  • On the keys to being a strong marketing leader: 1) Pay attention to the big picture 2) Be proactive and curious 3) Set aside time for relationships
  • On key resources for marketing leaders: 12 Powers of a Marketing Leader and Radical Candor

Thanks to all who attended our Growth Marketing Summit. Interested in participating in learning opportunities to support your startup’s growth? Apply for membership to Embarc Collective and join our community of 125+ startups all building bold, thriving, scalable companies.

Embarc Collective
Embarc Collective helps Tampa Bay’s startup talent build bold, scalable, thriving companies. Our staff of executive advisors and function-specific experts deliver individualized support to startups inside of Embarc Collective’s state-of-the-art 32,000 square foot hub.