[Recording] ScaleUp:CEO – 5 Insights That Help Founders Accelerate Growth With B2B Marketing (Startup Session 2)

Marketing plays a critical role in driving your company strategy, market awareness, and growth. However, it’s complicated. It touches multiple areas of your business and where you invest will depend on your stage of growth and go-to-market motion.

Our Marketing Center of Excellence has partnered with hundreds of founders and their teams on their scaleup journey and seen the same mistakes and wins when it comes to B2B marketing. Tune in to hear some of the key insights they share with early stage founders on how to leverage marketing to accelerate growth. Included in the discussion are best practices from leading portfolio companies, data on marketing’s contribution to pipeline and demand gen strategies, plus Gary’s answer to the question of “what is the optimal investment in marketing.”

Check out the key points we covered:

6:00 – The dangers of not investing in marketing or making it all about the leads

17:00 – What to look for when hiring your first marketing leader (and what to avoid)

27:18 – How to build your demand gen engine and the myth of account based marketing

37:42 – What it means to create a category and when to invest in brand

46:20 – When and how you should engage with industry analysts like Gartner

Meet the Panelists:

Gary Survis
Operating Partner, Marketing Center of Excellence
Insight Partners

Charlene Chen
EVP, Marketing Center of Excellence
Insight Partners

Nick Barber
VP, Marketing Center of Excellence
Insight Partners