Building B2B Marketing—from Scratch

Learn how to create a marketing strategy, lead an effective team & drive results, from a marketing leader who has helped 50+ startups.

Emily Kramer

with

Emily Kramer

Co-Founder @ MKT1 Capital & Ex Head of Marketing Asana & Carta

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Become a more well-rounded marketing leader in 4 weeks.

For Early & Growth Stage B2B Marketing Leaders

01

Heads of marketing at early-stage startups building out or optimizing their initial strategy

02

Experienced marketing leaders adapting to the downturn & trying to do more with less

03

Marketing leaders who are experts in one area of marketing and want to get stronger in other areas

Meet your instructor

Emily Kramer
Emily Kramer
Co-founder @ MKT1 Capital & Ex Head of Marketing at Asana & Carta

Hey, I'm Emily. I'm a former marketing executive turned fund manager and advisor. I help early & growth stage SaaS startups build marketing functions as co-founder of MKT1.


Over the past 15 years, I've led marketing teams at Seed to Series E startups with $0 to $100M ARR. I built the marketing teams from scratch at Asana, Carta, Ticketfly (acquired by Eventbrite), and Astro (acquired by Slack). I've been the first marketer 3 times. Since then, I've worked with 50+ startups on marketing strategy.


Leading marketing at a startup is a tough and sometimes lonely job. I've been there personally and coached dozens of marketers 1:1 over the past 2+ years. I've taken what I've learned and designed this course to hopefully make the job a little easier.


This page builder forced me to feature my profile picture twice. I agree, it's a lot.

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Course schedule

3-6 hours per week
  • 4 Weekly Workshops on Wednesdays
    12:00pm - 1:30pm PT

    We'll cover the core content in first 45 mins to 1 hour, stay for full 90 mins for Q&A and additional discussion

    • Presentation with Emily
    • Breakout groups to discuss topics
    • Q&A and group discussion
  • 4 Bonus Sessions (optional)
    TBD, likely Fridays

    You'll also have an opportunity to get to know to chat with other marketing leaders during the course.

    • 2-3 guest marketing leaders for Q&A on specific topics.
    • AMA with Emily
    • Peer networking session in week 1
  • Weekly pre-work
    1-2 hours per week
    • You'll start the course with a marketing strategy template and fill in pieces before each session.
    • Each session will have pre-reads, including MKT1 newsletters & more
    • By the end of the course you'll have a complete strategy doc and plan to improve your skills as a leader

Key Outcomes

Confidence managing & planning across all of marketing

• Crash course in setting strategy & hiring across major sub-functions of marketing: PMM, content & community, and growth marketing.

• An improved hiring (full time or contractor) plan

An actionable marketing strategy, plan & OKRs

• Updated OKRs beyond just KPI goals

• Brand perceptions & positioning for your startup

• A clear map of your funnel and growth levers

New frameworks for planning, prioritizing & executing

• Understand MKT1’s Fuel-Engine and Pi-shaped marketer concepts

• Master MKT1's Goals-Audience-Creative-Channel (GACC) framework for aligning your team and company

A network of peers to help you improve as a marketing leader

• Uncover blindspots so you can learn and improve your skillset

• Meet marketing leaders at B2B early & growth stage startups—with an emphasis on staying in touch

Course Syllabus

01

Audit your marketing strategy & skillset

To build a successful marketing function you need to produce great “fuel” and craft a well-running “engine”—and make sure you and your team have the skillsets to do so. We’ll determine if you’re on the right track.


Pre-reading:

Marketing org chart newsletter

Fuel & engine newsletter

02

Tell a better story & produce content your audience actually wants

We'll make sure you have a solid foundation (audience analysis, brand perceptions, positioning), so you can create a high-impact content strategy that works for your audience.


Pre-reading:

Perceptions newsletter

PMM & audience marketing newsletter

High-impact content newsletter

03

Optimize your marketing engine (to drive growth in a downturn)

Growth strategy is not just setting lead goals. We’ll make sure you understand your complete funnel, what levers can drive “step-change” growth, and how to prioritize channels and tactics to grow more efficiently and faster.


Pre-reading:

Marketing goal setting newsletter

04

Put it all together & make a plan

Well-rounded marketing leaders understand how to set strategy and hire across product marketing, content & community, and growth marketing. We’ll evolve your strategy (started in the first workshop) and make sure you have frameworks and tools for setting clear marketing plans now and in the future.


Pre-reading:

GACC brief framework newsleter

05

It's up to you...

I'll host AMAs with guests and with me so you can dive deeper on topics you care about. Topics will be based on a poll of registered students.

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Discount for joining our first cohort

Discount for joining our first cohort
Cohort 1 - 20% Off

We're offering a discount to our first cohort. I don't expect many kinks, but there will surely be some.


Use code COHORT1

From marketers I've mentored

        “Kramer was my manager twice—at Asana and Carta—and is still my sounding board on all things marketing in my role at Anrok. She’s given me great advice in pretty much any scenario I’ve encountered. Best of all, she’s as funny as she is smart (and she is really, really smart.)”
Devon Watts
Devon Watts
VP of Marketing at Anrok
        No matter if you're figuring out your GTM motion, debating a product launch rollout plan, or figuring out how to improve as a hiring manager, Emily has actionable strategies and tactics that make it feel easy. I've left our conversations many, many times with specific frameworks and pieces of advice that I've apply immediately with a ton of success
Katie Mitchell
Katie Mitchell
Marketing Leader at Sprig
        Working with Emily Kramer and MKT1 was one of the best growth-hacks for our early-stage company. Discussing tough marketing decisions with Emily always yielded new perspectives to consider, an introduction in her network, or a clear strategy to pursue.
Ashley Kemper
Ashley Kemper
VP of Marketing at Hypercomply
        I've loved working with Emily. She was able to zoom out on high-level strategy and working with other teams, and dive in deep on things like reporting and forecasting. She helped me work through the thorny challenges that come with scaling a team. I'm happy I had the chance to learn from her."
George Valdes
George Valdes
Marketing Leader at Monograph
        There are few people who know B2B SaaS like Emily—from self-serve to enterprise to product, she's an expert. We first-time marketing leaders need your advice!
Reigan Combs
Reigan Combs
VP of Marketing at Humu
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Frequently Asked Questions

What happens if I can’t make a live session?
Can I get my company to pay for this?
What’s the refund policy?
Will you offer other courses?
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