Marketing Led Growth Playbook — Amrita Mathur // Superside
- Part 1 Marketing Led Growth Playbook — Amrita Mathur // Superside
- Part 2Unlocking Design for Performance Marketers — Amrita Mathur // Superside
Show Notes
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02:14Marketing led growth from start up to hyper growthAmrita had the challenge of creating an efficient go-to-market strategy with limited resources. By conducting experiments to identify the most effective approach, marketing was able to play a significant role in leading the company's hyper-growth
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04:29Driving growth when you are sales led vs product ledIn a product-led company, the product is the primary driver of growth. In Supersides case, the marketing team has a lot of influence on the product and basically molds the product to fit the market, which is how other marketing teams typically operate.
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09:09Why Superside prioritized marketing from day oneThe decision to prioritize marketing was a result of the experimentation with messaging and the tweaking of the product to better serve its target audience. Because of the confidence in the potential of the product, they wanted to invest in marketing from day one.
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11:36The marketing playbook for early stage startup growthIn the early stages of a startup, market research is critical. Supersides approach consisted of forming hypotheses based on usage data, identifying buyer personas, and conducting interviews with potential customers to gain valuable insights for their go-to-market strategy.
Quotes
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"There are two worlds, the product-led world, and the sales-led world. In our situation, we're a sales-led company." -Amrita Mathur, Marketing VP, Superside
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"Most early-stage startups don't hire a VP of Marketing on day one. I think that's the difference with Superside." -Amrita Mathur, Marketing VP, Superside
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"Even if you don't know your TAM right away, having a good understanding of what could be the size of this market from day one, if we played our cards right, is helpful." -Amrita Mathur, Marketing VP, Superside
- Part 1 Marketing Led Growth Playbook — Amrita Mathur // Superside
- Part 2Unlocking Design for Performance Marketers — Amrita Mathur // Superside
Up Next:
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Part 1Marketing Led Growth Playbook — Amrita Mathur // Superside
Amrita Mathur, VP of Marketing at Superside, talks about how to build a bulletproof marketing-led growth strategy. In the B2B tech and SaaS world, it is uncommon for marketing to have a seat in the decision-making process from day one. Superside challenged the status quo and prioritized marketing from their startup days which resulted in hyper-growth for the company. Today, Amrita discusses marketing's growth-led playbook.
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Part 2Unlocking Design for Performance Marketers — Amrita Mathur // Superside
Amrita Mathur, VP of Marketing at Superside, talks about how to build a bulletproof marketing-led growth strategy. Even after prospects have spoken to your sales team and seen a demo, they might still be wondering how you differ from your competitors. However, good creative can help prospects quickly understand how your brand compares to a competitor and drive them through your buying cycle more efficiently. Today, Amrita discusses unlocking design for performance marketing.
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