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How to Scale a B2B
Marketing Function
Generating your first 1000 leads – lessons learned from building the
Marketing function at Vymo
How to Scale a B2B Marketing Function - Roshan Cariappa 1
What we will learn today
• B2B Marketing Principles: dealing with variables
How to Scale a B2B Marketing Function - Roshan Cariappa 2
• B2B Marketing Frameworks: laying the landscape
• Long-term thinking: strategic, not tactical
Before we begin...
• YMMV: marketing is contextual
How to Scale a B2B Marketing Function - Roshan Cariappa 3
• Filter: by relevance, by priority
• 2-way: keep things conversational
“They think that intelligence is about
noticing things are relevant
(detecting patterns); in a complex
world, intelligence consists in
ignoring things that are irrelevant
(avoiding false patterns)”
How to Scale a B2B Marketing Function - Roshan Cariappa 4
Why me, why now?
• Zero to One: (product, marketing) x n
How to Scale a B2B Marketing Function - Roshan Cariappa 5
• Entrepreneur: optimize for impact
• First Principles: experiment, learn, iterate
B2B Marketing - how is it different? 1/3
• More alike than not: marketing to people
How to Scale a B2B Marketing Function - Roshan Cariappa 6
• Differences matter: from a process perspective
• Optimize for impact: rest is semantics
B2B Marketing - how is it different? 2/3
• Multiple stakeholders: differing priorities, driving consensus
How to Scale a B2B Marketing Function - Roshan Cariappa 7
• Consultative: educate buyers, sales/customer-success
• Building credibility: beyond functional utility
How to Scale a B2B Marketing Function - Roshan Cariappa 8
B2B Marketing - how is it different? 3/3
• Low ACV, High Volume: Slack, Mailchimp / SMB
How to Scale a B2B Marketing Function - Roshan Cariappa 9
• High ACV, Low Volume: Salesforce, Vymo / Enterprise
• Somewhere in between: Hubspot, Outreach / Mid-market
How to Scale a B2B Marketing Function - Roshan Cariappa 10
“You do not want to win an argument. You
want to win.”
How to Scale a B2B Marketing Function - Roshan Cariappa 11
How to think about journey
How to Scale a B2B Marketing Function - Roshan Cariappa 12
MOMENTUM EFFICIENCY SCALE
1 2 3
How to think about team
How to Scale a B2B Marketing Function - Roshan Cariappa 13
EFFICIENCY
Functional
=
Prod-Mktg
Content
Digital
Field
PR
etc.
SCALE
Vertical
=
Product
Solution
Industry
Region
Usecase
etc.
MOMENTUM
General
=
Growth
Meetings
Traffic
Demos
Reach
etc.
How to think about team
How to Scale a B2B Marketing Function - Roshan Cariappa 14
Time 
ACV
Product
Marketer
Digital
Marketer
Field
Marketer
Content
Marketer
Brand
Marketer
PR/Social
Marketer
Community / Influencer
Marketer
Marketing Ops /
Automation
How to think about campaigns
How to Scale a B2B Marketing Function - Roshan Cariappa 15
MOMENTUM
Top of funnel
=
Finding product
market fit
EFFICIENCY
Middle of funnel
=
Streamlining demand
generation
SCALE
Bottom of funnel
=
Generating
revenue
Demand Gen Sales Acceleration?
Countless channels –
how do you decide?
16How to Scale a B2B Marketing Function - Roshan Cariappa
Identify your customer – pick
what’s relevant for her.
17How to Scale a B2B Marketing Function - Roshan Cariappa
Sandra
CMO, Big Corp
18How to Scale a B2B Marketing Function - Roshan Cariappa
• What does she care about: brand engagement
• Where does she exist: LinkedIn, Events, Webinars
• How should I reach her: effective, economical, integrated
“Never ask people what they want, watch
what they do.”
How to Scale a B2B Marketing Function - Roshan Cariappa 19
KNOW
MORE
about your customer
about your business
about your market
FOMO
about channels
about campaigns
about competition
20How to Scale a B2B Marketing Function - Roshan Cariappa
How to think about metrics
How to Scale a B2B Marketing Function - Roshan Cariappa 21
MOMENTUM
#leads
#meetings
#campaigns
EFFICIENCY
% MQL->SQL
% SQL->Opportunity
% Opportunity->Closure
SCALE
$$ Opportunity
$$ Cost
% Growth
How to think about metrics
How to Scale a B2B Marketing Function - Roshan Cariappa 22
• Proxy for revenue: no vanity metrics
• Keep it relevant: revise if redundant
• Report regularly: share all numbers
How to think about brand
How to Scale a B2B Marketing Function - Roshan Cariappa 23
MOMENTUM
experiment
EFFICIENCY
choose category
SCALE
create category
Marketing
Automation
Conversational
Marketing
How to think about sales
How to Scale a B2B Marketing Function - Roshan Cariappa 24
MOMENTUM
learn
EFFICIENCY
pace
SCALE
lead
• Establish cadence: optimize sourcing and engagement
• Practice alignment: (try to) stay on the same page / outbound
• Invest in enablement: training and resources
How to think about sales
How to Scale a B2B Marketing Function - Roshan Cariappa 25
Demand Generation Revenue
Marketing Inside Sales
Call + Email + Chat
(engagement)
Campaigns
Interest
# MQL
Action
# SQL
Sales + Partnerships
Demos + Meetings
Go to Market / Sales & Mktg enablement (use cases, solutions, orchestration)
Accountability
$$ Revenue$$ Opportunity
Closure
$$
Cold / for drip nurture
Warm / for acceleration
Dead / for awareness
*Expectation
How to think about competition
How to Scale a B2B Marketing Function - Roshan Cariappa 27
Ignorance ObsessionSafe space
• Talk to competitors: learn and share
• Partnership opportunities: competition may not be competition
• Focus on customers instead: will matter way more
Marketing @ Vymo
How to Scale a B2B Marketing Function - Roshan Cariappa 28
MOMENTUM EFFICIENCY SCALE
• What’s worked for us: Top of the funnel, sales enablement
• Complexity: Wide spread of geos, long – complex sales cycles
• HIRING: Growth Marketing Lead / 4+ yrs’ experience / B2B SaaS (link*)
* https://www.linkedin.com/posts/cariappack_hiring-marketing-b2b-activity-6632840704018219008-ynLT
If you could only follow 3 (other) people
How to Scale a B2B Marketing Function - Roshan Cariappa 29
Jason Lemkin
SaaS
Dave Gerhadt
Marketing
Brian G Burns
Sales
How to Scale a B2B Marketing Function - Roshan Cariappa 30
“They will envy you for your
success, your wealth, for your
intelligence, for your looks, for
your status - but rarely for your
wisdom.”
Thank you
How to Scale a B2B Marketing Function - Roshan Cariappa 31
Roshan Cariappa
ckcariappa@gmail.com
linkedin.com/in/cariappack
twitter.com/carygottheblues

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How to scale a B2B Marketing Function - Roshan Cariappa

  • 1. How to Scale a B2B Marketing Function Generating your first 1000 leads – lessons learned from building the Marketing function at Vymo How to Scale a B2B Marketing Function - Roshan Cariappa 1
  • 2. What we will learn today • B2B Marketing Principles: dealing with variables How to Scale a B2B Marketing Function - Roshan Cariappa 2 • B2B Marketing Frameworks: laying the landscape • Long-term thinking: strategic, not tactical
  • 3. Before we begin... • YMMV: marketing is contextual How to Scale a B2B Marketing Function - Roshan Cariappa 3 • Filter: by relevance, by priority • 2-way: keep things conversational
  • 4. “They think that intelligence is about noticing things are relevant (detecting patterns); in a complex world, intelligence consists in ignoring things that are irrelevant (avoiding false patterns)” How to Scale a B2B Marketing Function - Roshan Cariappa 4
  • 5. Why me, why now? • Zero to One: (product, marketing) x n How to Scale a B2B Marketing Function - Roshan Cariappa 5 • Entrepreneur: optimize for impact • First Principles: experiment, learn, iterate
  • 6. B2B Marketing - how is it different? 1/3 • More alike than not: marketing to people How to Scale a B2B Marketing Function - Roshan Cariappa 6 • Differences matter: from a process perspective • Optimize for impact: rest is semantics
  • 7. B2B Marketing - how is it different? 2/3 • Multiple stakeholders: differing priorities, driving consensus How to Scale a B2B Marketing Function - Roshan Cariappa 7 • Consultative: educate buyers, sales/customer-success • Building credibility: beyond functional utility
  • 8. How to Scale a B2B Marketing Function - Roshan Cariappa 8
  • 9. B2B Marketing - how is it different? 3/3 • Low ACV, High Volume: Slack, Mailchimp / SMB How to Scale a B2B Marketing Function - Roshan Cariappa 9 • High ACV, Low Volume: Salesforce, Vymo / Enterprise • Somewhere in between: Hubspot, Outreach / Mid-market
  • 10. How to Scale a B2B Marketing Function - Roshan Cariappa 10
  • 11. “You do not want to win an argument. You want to win.” How to Scale a B2B Marketing Function - Roshan Cariappa 11
  • 12. How to think about journey How to Scale a B2B Marketing Function - Roshan Cariappa 12 MOMENTUM EFFICIENCY SCALE 1 2 3
  • 13. How to think about team How to Scale a B2B Marketing Function - Roshan Cariappa 13 EFFICIENCY Functional = Prod-Mktg Content Digital Field PR etc. SCALE Vertical = Product Solution Industry Region Usecase etc. MOMENTUM General = Growth Meetings Traffic Demos Reach etc.
  • 14. How to think about team How to Scale a B2B Marketing Function - Roshan Cariappa 14 Time  ACV Product Marketer Digital Marketer Field Marketer Content Marketer Brand Marketer PR/Social Marketer Community / Influencer Marketer Marketing Ops / Automation
  • 15. How to think about campaigns How to Scale a B2B Marketing Function - Roshan Cariappa 15 MOMENTUM Top of funnel = Finding product market fit EFFICIENCY Middle of funnel = Streamlining demand generation SCALE Bottom of funnel = Generating revenue Demand Gen Sales Acceleration?
  • 16. Countless channels – how do you decide? 16How to Scale a B2B Marketing Function - Roshan Cariappa
  • 17. Identify your customer – pick what’s relevant for her. 17How to Scale a B2B Marketing Function - Roshan Cariappa
  • 18. Sandra CMO, Big Corp 18How to Scale a B2B Marketing Function - Roshan Cariappa • What does she care about: brand engagement • Where does she exist: LinkedIn, Events, Webinars • How should I reach her: effective, economical, integrated
  • 19. “Never ask people what they want, watch what they do.” How to Scale a B2B Marketing Function - Roshan Cariappa 19
  • 20. KNOW MORE about your customer about your business about your market FOMO about channels about campaigns about competition 20How to Scale a B2B Marketing Function - Roshan Cariappa
  • 21. How to think about metrics How to Scale a B2B Marketing Function - Roshan Cariappa 21 MOMENTUM #leads #meetings #campaigns EFFICIENCY % MQL->SQL % SQL->Opportunity % Opportunity->Closure SCALE $$ Opportunity $$ Cost % Growth
  • 22. How to think about metrics How to Scale a B2B Marketing Function - Roshan Cariappa 22 • Proxy for revenue: no vanity metrics • Keep it relevant: revise if redundant • Report regularly: share all numbers
  • 23. How to think about brand How to Scale a B2B Marketing Function - Roshan Cariappa 23 MOMENTUM experiment EFFICIENCY choose category SCALE create category Marketing Automation Conversational Marketing
  • 24. How to think about sales How to Scale a B2B Marketing Function - Roshan Cariappa 24 MOMENTUM learn EFFICIENCY pace SCALE lead • Establish cadence: optimize sourcing and engagement • Practice alignment: (try to) stay on the same page / outbound • Invest in enablement: training and resources
  • 25. How to think about sales How to Scale a B2B Marketing Function - Roshan Cariappa 25 Demand Generation Revenue Marketing Inside Sales Call + Email + Chat (engagement) Campaigns Interest # MQL Action # SQL Sales + Partnerships Demos + Meetings Go to Market / Sales & Mktg enablement (use cases, solutions, orchestration) Accountability $$ Revenue$$ Opportunity Closure $$ Cold / for drip nurture Warm / for acceleration Dead / for awareness
  • 27. How to think about competition How to Scale a B2B Marketing Function - Roshan Cariappa 27 Ignorance ObsessionSafe space • Talk to competitors: learn and share • Partnership opportunities: competition may not be competition • Focus on customers instead: will matter way more
  • 28. Marketing @ Vymo How to Scale a B2B Marketing Function - Roshan Cariappa 28 MOMENTUM EFFICIENCY SCALE • What’s worked for us: Top of the funnel, sales enablement • Complexity: Wide spread of geos, long – complex sales cycles • HIRING: Growth Marketing Lead / 4+ yrs’ experience / B2B SaaS (link*) * https://www.linkedin.com/posts/cariappack_hiring-marketing-b2b-activity-6632840704018219008-ynLT
  • 29. If you could only follow 3 (other) people How to Scale a B2B Marketing Function - Roshan Cariappa 29 Jason Lemkin SaaS Dave Gerhadt Marketing Brian G Burns Sales
  • 30. How to Scale a B2B Marketing Function - Roshan Cariappa 30 “They will envy you for your success, your wealth, for your intelligence, for your looks, for your status - but rarely for your wisdom.”
  • 31. Thank you How to Scale a B2B Marketing Function - Roshan Cariappa 31 Roshan Cariappa ckcariappa@gmail.com linkedin.com/in/cariappack twitter.com/carygottheblues