In episode number two of the Zero to Twenty podcast I am joined by Jared Elder, VP of Marketing at Permiso, which is a fast growing B2B startup in the cybersecurity space.

In this episode we dive into how your marketing goals and priorities change as your startup grows, how content is essential for growth at all stages, and when to make your first marketing hire.

We’ll also hear from Jared as he emphasizes the importance of providing high-quality content, whether it's technical research or industry insights, to establish a brand's authority and differentiate from competitors.

In this episode we delve into practical strategies for marketers, including focusing on bottom-of-funnel activities, aligning marketing efforts with revenue goals, listening to customer feedback, and building strong sales and marketing alignment.

We’ll also hear from Tara as she shares her journey and insights on how she transformed the marketing function within MarginEdge, and leveled up the marketing fluency within her organization.

We dive deep on John Miller’s "95-5 rule" in marketing strategy which suggests that at any given time, only 5% of the addressable market is ready to buy, while the remaining 95% is not. However, the 95% should receive as much attention as the 5% because they eventually rotate through the 5%, fueling continued growth.

Lastly, Joe Matar and Tara Clever discuss the importance of alignment between marketing and sales teams in achieving common goals. They emphasize the need to move away from blame, shame, and credit towards taking responsibility for outcomes. Tara shares tactical insights on measurement, attribution, data cleanliness, and consistency in reporting. They stress the significance of commitment and collaboration within the organization to foster growth and success.

I hope you enjoy episode number one!

This is the Zero to Twenty podcast, the only B2B marketing podcast for early stage startup marketers. My goal is to help early stage marketers unlock incredible growth in their companies and their careers by leveraging my experience as a VP of Marketing that led a fast-growing B2B startup from close to $0 to $20 million in ARR as well as the experiences of my world-class B2B marketing leader guests.