A frequent topic I get asked about from tech startup founders and exec leaders is when to hire for (general) marketing vs product marketing. Some aren't even clear on the capabilities each role can bring, which to hire first, or why they need both.
An easy way to think about this is product marketing creates the signal (message) while the rest of marketing broadcasts and amplifies that signal (advertising and outreach.)
So if you need to establish Product-Market-Fit or Message-Market-Fit... If you need a content strategy... If you need to make sure your teams are talking about your product in a clear, credible, and technically accurate way... If you need to feature customers' voices... then hire a product marketer, and do this early on. A well-rounded, experienced product marketer will understand the technology and be razor sharp on communicating why it matters. They probably know enough about other marketing disciplines to carry you some ways before your next hire, and paired with a good "lieutenant" marketer may be all you need for years.
BUT even a great product marketer can't do everything alone. If you need to (re-)build your website for discovery... If you need to do advertising and demand generation... If you want to be found on social media and at live events... If you want to engage developers and influencers... then hire a director-level experienced marketing generalist. They can put in the long hours to focus on optimization to get the most reach at the most efficient spend.
Your marketing dream team need not be more than a few good people until you're really ready to grow big, maybe not until after your series C round or steady profitability.
If you want help on your marketing strategy, execution, optimization, or coaching, let's talk. I've been working with tech companies from angel-funding through to IPO, in as little as 2 hours a month, up to 2 days a week. I would love to help you plan predictable growth and make it happen.
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