How You Should Build Your Small, Scrappy Marketing Team

February 12, 2024
Content Marketing | Marketing Strategy | Tech Qualified

Episode Summary

In this Tech Qualified episode, Meredith Metsker and Justin Brown discuss the complexities of building a marketing team. Justin shares insights from an interview with Tory Kendlick, VP of Marketing at Corti. They dive into the importance of balancing technical skills and content marketing. Justin emphasizes that while content is crucial, a team’s success hinges on a diverse skill set. He highlights Tory’s approach at Corti, where he combined his technical background with content expertise.

Manufacturing Credibility in New Markets

A significant part of the discussion revolves around entering new markets. Justin talks about the challenge of establishing credibility, particularly in sectors where one lacks expertise. He shares Tory’s strategy at Corti, where he paired in-house product leaders with external experts like doctors for podcasts and articles. This method, Justin notes, is effective in building trust and authority in unfamiliar markets.

Leveraging Interviews for Effective Marketing

Justin and Meredith further discuss the power of interviews in marketing. Justin explains how conducting interviews not only aids in gathering information but also enhances the quality of marketing materials. By engaging with customers, prospects, or subject matter experts, marketers can gain deeper insights, leading to more targeted and effective campaigns.

Conclusion

The episode concludes with a focus on the importance of expert interviews in creating authentic marketing content. Justin compares this approach to journalism, where interviews with subject matter experts are crucial for producing quality content. He argues that direct engagement with experts leads to more authentic and impactful marketing, emphasizing the need for such interactions in effective content creation.

Featured Guest

Name: Justin Brown
What he does: Co-Owner
Company: New North
Noteworthy: Justin Brown: Content expert and firm believer in strategic content planning​​.

Available on these platforms:

Related Content

In the latest episode of "Tech Qualified," hosts Justin Brown and Meredith Medsker engage with Drew Moffitt from Kumospace to explore innovative strategies in B2B influencer marketing and virtual office...
In this episode of Tech Qualified, hosts Justin Brown and Meredith Metsker chat with Stephen Robles of Riverside about asynchronous recording technologies. The discussion kicks off with an overview of...
In this episode of Tech Qualified, Justin Brown and Meredith Metsker host Nick Lafferty, a seasoned growth marketing consultant and founder of the Early Exit Club. Nick discusses the crucial...
In this episode of Tech Qualified, Justin Brown and Meredith Metsker dive into the world of social media's role in business growth with Kirsti Lang from Buffer. The conversation starts...
In this episode of Tech Qualified, host Meredith Metsker and guest Justin Brown of New North explore the transformative impact of episodic content for small marketing teams. Justin shares his...
In this episode of Tech Qualified, Justin Brown dives into the intricacies of content creation with limited resources. He discusses the unique challenges faced by small B2B tech marketing teams...

Explore content by topics

We create content that matters to you. Search based on a variety of topics & tackle your biggest challenges.

Articles. Podcasts. Videos.

Sign up for our newsletter

Marketers in Demand is here to help B2B marketers grow and learn. Our newsletter includes a collection of insights and experiences from marketing professionals who do the work. We handpick the best content from our website, featuring articles, podcasts, and videos. Our goal is simple: To offer practical, up-to-date knowledge to our readers.

Each issue of our newsletter blends fresh ideas and proven strategies. We cover the latest trends and share hands-on advice. We also bring you interviews with marketing leaders, right from the heart of the industry. These are real people, with real experiences to share.

Scroll to Top