Emily Kramer

I think that product led growth is a misnomer. I think people will do anything they can possibly do not call marketing marketing. I think we always see this. And so I think that product led growth really means not as much sales, which means product plus marketing.

Emily Kramer is advising startups on when to hire their first marketing person, where "one" refers to a marketer.

Marketing is really good at accelerating growth and doing that scale one to many. So if you're still in the very well spoke founder led sales, founder led marketing, like I'm doing discovery with each of these potential customers and have to modify my product for them, that kind of thing. You don't need one yet.

Emily defines three marketing areas: product marketing, content marketing, and growth marketing. The "second T" refers to her "pi-shaped marketer" concept - someone with two expertise spikes instead of one.

You want the first marketer to be an expert in one of those three areas that I mentioned, product marketing, content marketing, growth marketing. And you want them to be proficient in another one, the second T. But you want them to be able to set strategy and know how to hire contractors across all of them.

In this context, "one" refers to a marketing hire - Emily is advising founders when they need to hire their first marketing person.

Marketing is really good at accelerating growth and doing that scale one to many. So if you're still in the very well spoke founder led sales, founder led marketing, like I'm doing discovery with each of these potential customers and have to modify my product for them, that kind of thing. You don't need one yet.

The best marketing teams are focused on these funnel metrics. They're not just focused on a certain number signups or qualified leads. They're focused on that number plus maintaining or improving the conversion rate that comes after it.

If our goal is to write 10 blog posts this month. And I'm like, no, that's not a goal, that's maybe a tactic. But the goal should be traffic and the conversion rate from that traffic or the signups that come from that. So you shouldn't have activity goals, you should have impact goals.