Building B2B Marketing for Founders & Business Leaders
4 Weeks
·Cohort-based Course
Marketing starts before you hire your first marketer. Learn how to build your initial marketing strategy & hire marketers.
Building B2B Marketing for Founders & Business Leaders
4 Weeks
·Cohort-based Course
Marketing starts before you hire your first marketer. Learn how to build your initial marketing strategy & hire marketers.
Course overview
Build a high-impact marketing strategy and team
The best products and founders don’t always win. You need to win at marketing to succeed. But most founders and early business generalists, don’t have a marketing background, don’t know where to start, or how to hire and manage marketers. This course can fix that.
Learn everything you need to build a marketing strategy, hire your first marketer, start creating content, and choose the right channels, in 4 weeks.
This cohort-based course is limited to 15 students and includes teaching, peer feedback & discussion, feedback from Kathleen, Q&A, templates & resources, and a Slack group.
For Early & Growth Stage B2B Founders
01
Technical founders building out or optimizing their initial marketing strategy.
02
Business founders adapting to the economy, budget constraints, and learning GTM as they go.
03
Business leaders who are running marketing in the interim and making the first hires.
Why take this course?
Gain confidence managing & planning across all of marketing
- Get a crash course in setting a strategy that works for your audience, market, and product
- Learn who to hire as a first marketer-—and how to scale your team across all marketing sub-functions in the future
Create an actionable marketing strategy, plan & OKRs
- Understand how to plan & set goals that help you build your brand and drive growth throughout the funnel
- Write brand perceptions & positioning to better tell your story—and get feedback
- Learn how to map your funnel and choose the right growth levers
New frameworks for planning, prioritizing & executing
- We'll bring the frameworks, concepts, and examples in MKT1 Newsletter to life
- How to use MKT1s Fuel-Engine framework to build a more efficient marketing machine
- Master MKT1's Goals-Audience-Creative-Channel (GACC) framework for aligning your team and company
A network of peers to help you become a founder who excels at marketing
- Uncover blindspots so you can learn and improve your skillset
- Meet founders at B2B early & growth stage startups who are struggling with the same GTM challenges
- Get peer feedback
Building B2B Marketing for Founders & Business Leaders
What people are saying
Alexa Grabell
Lisa Wallace
Sarah Ahmad
Ashley Kemper
Liam MacCormick
Brian Aoyoma
Eva Tang
Meet your instructor
Kathleen Estreich
Co-founder @ MKT1 Capital & Ex Marketing & Ops leader at Scalyr, Intercom, Box
Hey, I'm Kathleen. I've worked with 100s of founders on marketing strategy. I'm a former marketing and operations leader turned Co-Founder & GP at MKT1 Capital. We help early and growth-stage B2B startups build marketing teams, set a high-impact GTM strategy, and hire marketers.
Prior to starting MKT1, I spent 15 years at high growth startups. Most recently I led Marketing & Operations at Scalyr (acquired by SentinelOne) where I helped grow the business and team from seed stage to Series A, owning marketing, recruiting, finance, HR and business operations. Prior to that I was on the leadership team at Intercom where I helped the company scale from ~100 employees to over 270. I ran the Platform Business team at Box, where I oversaw platform marketing, programs, and partnership, and started and ran the Box Developer Conference. I started my career at Facebook, where I worked in various marketing roles in my six years there, including roles in corporate communications, platform marketing, and engineering marketing, as the company grew from 15 million to more than a billion users.
Why I started this course
Most founders don't come from a marketing background, but getting marketing right can change the trajectory of your startup. I started this course to give you the tools, templates, frameworks, and confidence to build marketing right, from the start.
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Building B2B Marketing for Founders & Business Leaders
Course schedule
3-5 hours per week
4 Weekly Workshops on Wednesdays
10:00 am - 12:00 pm PT
- Presentation with Kathleen
- Breakout groups to discuss topics & for peer reviews
- Q&A and group discussion
3 Bonus Sessions (optional)
Fridays at 10 AM PT
Bonus sessions:
- AMAs with Kathleen & Emily Kramer (Co-Founder MKT1)
- Peer networking sessions
Throughout the course
1-2 hours per week
- Slack conversations with Kathleen and peers in your cohort, including direct feedback from Kathleen
- Each session will have pre-reads, including MKT1 newsletters & slides
- By the end of the course you'll have the foundation of an improved marketing strategy
Course Syllabus
01
Marketing strategy drivers
To build a successful marketing function you need to build the right foundation, produce great “fuel”, and craft a well-running “engine” for your specific audience. This session will make sure you have the basics in place so you can can move fast on executing.
02
Hiring, org chart, goal setting
Hiring, managing, and planning in marketing is more like product than sales. You'll get a better understanding of various marketing sub-functions and profiles.
You'll also learn how to set goals that help you grow in the short-and long-term and how to hire part-time and full-time marketers to help you achieve these goals.
03
Positioning, Story, Content Strategy
If you don't know your story, you won't be able to product content that resonates with your audience. You'll write basic positioning and learn what content is best suited to your business.
We'll also do a bonus session for website feedback from your peers.
04
Growth levers, funnel mapping, and metrics
You'll learn how to choose channels, distribute content, and map your funnel to improve efficiency across your GTM org. Plus, we'll discuss how to build a culture that aligns marketing and sales.
Frequently Asked Questions
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