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Building B2B Marketing

4.8

(46 ratings)

·

4 Weeks

·

Cohort-based Course

Join a group of other marketing leaders, learn how to create a marketing strategy, lead an effective team and drive results.

Course overview

Stop the marketing busywork, start focusing on full-funnel impact

Become a more well-rounded marketing leader in 5 weeks.


This cohort-based course includes teaching, peer feedback & discussion, feedback from Emily, Q&A, templates & resources, and Slack conversations with Emily

For Early & Growth Stage B2B Marketing Leaders

01

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

02

Experienced marketing leaders adapting to the economy & 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

04

Marketing leaders who love MKT Newsletter and want the topics brought to life.

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

Reviews from previous students

        Emily’s course far exceeded my expectations. As a senior marketer, I really enjoyed learning new ways to think about planning and strategy. I came away with super helpful frameworks as well as relationships with incredible group of people who are going through the same challenges. I highly recommend this class for the content and camaraderie!
Deborah Kelson

Deborah Kelson

VP of Marketing at Switchboard
        Would 100% recommend Emily's course! Emily's templates are AMAZING, but hearing her voice them over is essential if you want to put them into practice and avoid common mistakes.
Adrienne White

Adrienne White

Director of Brand & Content at Quizzizz
        Was truly the most practical and useful course I feel like I've taken in years (or ever). Thanks Emily!
Eva Tang

Eva Tang

Marketing Leader at Practice
        Absolutely fantastic learning experience! Can't recommend it highly enough. 
Brian Aoyoma

Brian Aoyoma

VP Marketing & Strategy, Learn to Win
        Loved every single module, so many incredible templates from Emily, such great feedback from peers - highly recommended to B2B marketing leaders!
Irem Tucaltan

Irem Tucaltan

Marketing Leader at TicketSwap
        Working with Emily Kramer and MKT1 was one of the best growth-hacks for our early-stage company.
Ashley Kemper

Ashley Kemper

VP of Marketing at Hypercomply
        I really, really enjoyed this course. It was a great balance of hearing Emily teach, meeting marketing peers, and practical exercises. Very well organized and Emily is a great facilitator. Great overview of best practices and some very helpful frameworks I'm excited to put into place in my current or future role.
Elena Morin

Elena Morin

Sr. Director of Marketing at SourcePoint
        Wanted to let you know how much value I’m getting out of this course. I’m putting a lot of the frameworks we’ve covered into practice, it’s really helped me streamline priorities, and I feel much more efficient. Connecting with others to bounce ideas off of is incredible and something I was craving. So happy you put this all together!
Meg Vandervort

Meg Vandervort

Marketing Director at Seed Stage Startup
        Emily's advice is smart, empathetic, and practical, with plenty of frameworks that can be scaled up or down depending on the size and stage of your company and team. It's made a huge difference to how I think about B2B marketing and is already helping me focus on what matters.
Anoushka Isaac

Anoushka Isaac

Head of Marketing at SafeStack
        Kramer was my manager twice—at Asana and Carta—and is still my sounding board on all things marketing in my role at Anrok. And I just took her course too. 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
        If you are an early stage marketer looking for a step-by-step framework on how to grow the marketing function, create better outcomes, and manage up then stop everything you are doing and take this course right now.
Freddy Shelton

Freddy Shelton

CMO at LeaderFactor
        Building B2B Marketing does a fantastic job at opening your eyes to the scope of what it means to build and lead B2B Marketing Strategy. It shines a light on your strengths, pokes holes in your weaknesses, and leaves you with the knowledge, frameworks, and tactics to become a far more well-rounded marketer than you were on Day 1.
Liam MacCormick

Liam MacCormick

Fractional Head of Growth
        Best, most actionable course I've ever taken. Emily was more than just an instructor. She made an effort to connect with everyone and made everyone in the class feel included and heard. The information shared was so comprehensive, it probably changed the trajectory of my career.  100/100.
Jane Doe

Jane Doe

Anonymous Feedback from Cohort 2

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.


Why I started this course

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.

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Course schedule

4-5 hours per week

  • 5 Weekly Workshops on Wednesdays

    9:00 am - 11:00 am PT


    • Presentation with Emily
    • Breakout groups to discuss topics & for peer reviews
    • Q&A and group discussion

  • 4 Bonus Sessions (optional)

    Fridays at 9 AM PT

    Bonus sessions:

    • AMAs with Emily & Kathleen Estreich (Co-Founder MKT1)
    • Peer networking sessions

  • Throughout the course...

    1-2 hours per week


    • Slack conversations with Emily and peers in your cohort, including direct feedback from Emily
    • 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 & team

To build a successful marketing function you need to build the right foundation, produce great “fuel”, and craft a well-running “engine”. This session will make sure you have the basics in place so you can can move fast.


We'll cover:

Fuel / Engine framework

Step-change drivers

Org chart

GACCS Marketing Brief Framework

02

Audience & Product Marketing: Who your product is for, what it is, why it's better

Great marketing starts with understanding your audience. Without this understanding of audience and market, you can't do product marketing well.


We'll cover:

Audience & competitive analysis

Brand perceptions & story

Basic positioning

03

Content Marketing: Tell a better story & produce "fuel" your audience actually wants

We'll discuss how to create a high-impact content strategy that works for your audience.


We'll cover:

Content roadmapping

Content distribution

04

Growth marketing: Optimize your marketing "engine" & website for efficient growth

Growth strategy is not just setting lead goals. We’ll make sure you understand your complete funnel and how to prioritize channels and tactics to grow more efficiently and faster.


We'll cover:

Funnel mapping & diagraming

How to identify growth levers & channels

Website strategy & improving conversion rates

05

Planning: Goal setting, hiring, reporting & forecasting

We'll take what we've learned and make sure you have clear goals moving forward and a hiring plan to match.


We'll cover:

Basic Reporting & frecasting

4 types of goals and how to set them

How to hire to meet your goals

How to use the marketing strategy & plan developed over the course


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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?
How do you evaluate applications?
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