Dear Marketers with Emily Kramer & Friends

• Dear Marketers, It’s the season 1 finale! Hot takes on case studies, dev marketing, measurement, and more

  Dear Marketers, WE HAVE MORE QUESTIONS!Summary: In the final episode of 'Dear Marketers,' season 1, Host Emily Kramer sits down with all her co-host friends  to discuss additional questions from listeners. Devon Watts, Head of Product Marketing & Partner Marketing at Mercury, Jenny Thai, Head of Content at Vanta and Grace Erickson, VP of Revenue at Cocoon all weigh on developing positioning for different verticals, getting respect from CEOs, measuring campaigns and more. Dear Marketers is produced by MKT1 & Caspian Studios in partnership with Typeform. Episode 12 is sponsored by Framer and RevenueHero.About our hostsEmily Kramer is the creator of MKT1 Newsletter, a marketing advisor, and an investor. She previously led and built marketing teams from the ground up at Asana, Carta, Astro (acquired by Slack), and Ticketfly. She’s helped hundreds of startups with B2B marketing, has over 50,000 subscribers on Substack, and has reached millions through her content. Kramer’s known for her pragmatic advice, first principles approach to marketing, and her “krameworks.” When not marketing “marketing,” you can find her with her dogs in Oakland, CA or eating ice cream on the shores of Lake Winnipesaukee.Devon Watts is a long-time startup marketer currently leading Product and Partner Marketing at Mercury. Previously, she ran marketing for the high-growth fintech Anrok, and spent time building her PMM, content, and brand expertise at companies like Yammer, Asana, and Carta. Devon has led B2B marketing teams with anywhere from 1 to 25+ people, and has experience in PLG and sales-led motions. In addition to marketing, Devon loves her kids, being on/in/near the water, her dog Dolores, and eating cheese.Jenny Thai is a marketing leader with 15 years of content and storytelling experience at high-growth B2B startups. She currently leads content at Vanta where she’s building full-funnel programs to fuel brand and business growth. Before that, Jenny was Director of Communications + Content at Clearbit and Head of Content at Asana where she scaled the content team and function from Series C to post-DPO. When she’s not thinking about doing some content, Jenny enjoys reading books, eating noodles, and playing skee ball. Grace Erickson is a true marketing generalist with 10 years of experience in B2B startups, spanning functions like growth, brand, product marketing, and most things in between. She's currently the VP of Revenue at Cocoon, a Series A employee leave management platform. Prior to Cocoon, Grace led marketing programs at Asana, Carta, and Cleo in various roles, but always with a focus on an integrated customer journey. Besides being a marketing nerd, Grace spends her time coming up with (but not executing) elaborate schemes and browsing Zillow.We also hear questions from Sinziana Ursu, Anna Furmanov, Julia Wiltshire, Elaine Zelby, Sayed Bin Habib, Lucia Giles, Briana Ottoboni, Allie Beazell, Cori Hamoor, Stuart Bramfeld, and Brandi Eppolito. Quotes “A lot of positioning debates that happen are because people don't understand we're positioning for the next three to six months or until things change for these audiences. I recommend not only breaking it down by ICP, but even breaking it down like, in 12 months our positioning might be this. Because that solves a lot of problems too.” - Emily Kramer“  I've seen a lot of companies basically start a new fiscal year and say, we're moving up market. Here's our enterprise segment, it's this head count, we’re gonna set pipeline of revenue goals that start today. And it's like, let's back up 10 steps, because we have zero awareness. It doesn't just turn on overnight. I think that's often a mistake I see.” - Jenny Thai“There are different tiers of campaigns and some are going be bigger than others, but it is important to think about campaigns and understand, are you really running campaigns? How many of them are you running? Because it also serves to give the team focus.…centering the team's energy around this very clear message or audience or metric you're trying to move with this campaign, rather than spreading ourselves thin across a bunch of random acts of marketing.” - Devon Watts “The amount of importance on partnerships is not equal and sometimes it's really unequal, especially when you're a younger company and you're relying on larger partners to help you grow... Figure out what is important to them? What is motivating to them? Is it shared revenue goals or is it actually like this individual wants to look good?” - Grace EricksonTime stamps[00:00] We’re actually friends[01:29] Got milk: a toast to the season[03:13]  What did you most love and least love about doing a podcast?[06:08]  Innovative B2C marketing[09:44]  What is a campaign and does it matter?[17:00] Balancing experimentation with traditional project planning[26:23]  Why are so many B2B case studies long and boring?[30:34] Marketing technical products[36:45] Developing and evolving positioning[41:06] Indicators you are actually ready to move up market [46:14] How much is too much measurement? [51:14] How can we gain CEO respect as marketers?[57:17] Best, MarketerRecommended products & agenciesTypeform: Use code MKT1 to get 20% off their annual growth plan.Framer: Framer will rebuild or migrate your site for free in 3 days. New and existing teams on a Scale Plan are eligible: Submit your brief here.42 Agency: Mention MKT1 to get 10% off a Hubspot Audit or Hubspot Sprint.Connect with: Emily KramerDevon WattsJenny ThaiGrace EricksonSubscribe to MKT1 Newsletter to get new podcast episodes plus a companion newsletter in your inbox. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit newsletter.mkt1.co/subscribe

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• “Dear Marketers, How has the product launch playbook changed?”

  How has the product launch playbook changed?Summary: In this episode of 'Dear Marketers,' Host Emily Kramer and her friends Devon Watts, Head of Product Marketing & Partner Marketing at Mercury, and Jenny Thai, Head of Content at Vanta, discuss the old versus new way of launching products, and what marketers need to know to succeed in 2025. They highlight the shift from one-day events to sustained marketing efforts, the role of internal alignment and the importance of adjusting your launch checklists.Dear Marketers is produced by MKT1 & Caspian Studios in partnership with Typeform. Episode 11 is sponsored by Framer and RevenueHero:About our hostsEmily Kramer is the creator of MKT1 Newsletter, a marketing advisor, and an investor. She previously led and built marketing teams from the ground up at Asana, Carta, Astro (acquired by Slack), and Ticketfly. She’s helped hundreds of startups with B2B marketing, has over 50,000 subscribers on Substack, and has reached millions through her content. Kramer’s known for her pragmatic advice, first principles approach to marketing, and her “krameworks.” When not marketing “marketing,” you can find her with her dogs in Oakland, CA or eating ice cream on the shores of Lake Winnipesaukee.Devon Watts is a long-time startup marketer currently leading Product and Partner Marketing at Mercury. Previously, she ran marketing for the high-growth fintech Anrok, and spent time building her PMM, content, and brand expertise at companies like Yammer, Asana, and Carta. Devon has led B2B marketing teams with anywhere from 1 to 25+ people, and has experience in PLG and sales-led motions. In addition to marketing, Devon loves her kids, being on/in/near the water, her dog Dolores, and eating cheese.Jenny Thai is a marketing leader with 15 years of content and storytelling experience at high-growth B2B startups. She currently leads content at Vanta where she’s building full-funnel programs to fuel brand and business growth. Before that, Jenny was Director of Communications + Content at Clearbit and Head of Content at Asana where she scaled the content team and function from Series C to post-DPO. When she’s not thinking about doing some content, Jenny enjoys reading books, eating noodles, and playing skee ball. We also hear from Krystal Barghelame, Head of Marketing at Guideline, who asks, “ How should we be thinking about product launches in 2025, not just as a single moment, but as a steady drumbeat and system?” Quotes “ I see so many companies spend so much time on the messaging and they haven't spent nearly as much time on understanding their audience or knowing who their exact ICP is and that's backwards. You need to know who that audience is.” - Emily Kramer“ I think that's the trap I see sometimes, where you have your launch checklist and you think that you have to check everything off for each launch. No, this is a starting point. Adapt it to the specific goals and needs of that launch or the specific audience, and then build in additional things if it's not on the checklist.” - Jenny Thai*“If you're truly creating a system, then it doesn't start and end with the launch. It's integrated. These products, stories and moments and improvements, are integrated into your story and you're consistently driving top of funnel, mid funnel and down funnel growth.” - Devon Watts Time stamps[00:00] We’re excited to launch our episode on product launches[01:50] Krystal’s question: how has the product launch playbook changed? [02:35] Lightning Round: Quick takes on product launch strategies[06:48] The old way of launching products[15:26] Your product launch failed - why? [24:56] Product marketing should be audience marketing [36:14] Product launches are a campaign [38:51] The importance of positioning statements[57:26] Does the launch change your overall strategy? [1:00:00] Best, Marketer: Launch Pet PeevesRecommended products & agenciesTypeform: Use code “MKT1” for 20% off the Growth PlanFramer: Apply to their startup program and get their $900 Launch Plan free for a year at framer.com/startups.RevenueHero: Mention MKT1 for 15% offCaspian StudiosConnect with: Emily KramerDevon WattsJenny ThaiKrystal BarghelameSubscribe to MKT1 Newsletter to get new podcast episodes plus a companion newsletter in your inbox. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit newsletter.mkt1.co/subscribe

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• "Dear Marketers, How do you build an IRL events strategy?"

  How do you build an IRL events strategy?  Summary: In this episode of 'Dear Marketers,' Host Emily Kramer and her friends Devon Watts, Head of Product Marketing & Partner Marketing at Mercury, and Grace Erickson, VP of Revenue at Cocoon, discuss smart event strategy and how to avoid dollars in trash cans. Emily also phones event expert and friend Kacie Jenkins, former SVP Marketing at Sendoso, who shares practical advice on how to determine which events to attend and key considerations for marketers.Dear Marketers is produced by MKT1 & Caspian Studios in partnership with Typeform.  Episode 10 is sponsored by Framer & Customer.io.About our hostsEmily Kramer is the creator of MKT1 Newsletter, a marketing advisor, and an investor. She previously led and built marketing teams from the ground up at Asana, Carta, Astro (acquired by Slack), and Ticketfly. She’s helped hundreds of startups with B2B marketing, has over 50,000 subscribers on Substack, and has reached millions through her content. Kramer’s known for her pragmatic advice, first principles approach to marketing, and her “krameworks.” When not marketing “marketing,” you can find her with her dogs in Oakland, CA or eating ice cream on the shores of Lake Winnipesaukee.Devon Watts is a long-time startup marketer currently leading Product and Partner Marketing at Mercury. Previously, she ran marketing for the high-growth fintech Anrok, and spent time building her PMM, content, and brand expertise at companies like Yammer, Asana, and Carta. Devon has led B2B marketing teams with anywhere from 1 to 25+ people, and has experience in PLG and sales-led motions. In addition to marketing, Devon loves her kids, being on/in/near the water, her dog Dolores, and eating cheese.Grace Erickson is a true marketing generalist with 10 years of experience in B2B startups, spanning functions like growth, brand, product marketing, and most things in between. She's currently the VP of Revenue at Cocoon, a Series A employee leave management platform. Prior to Cocoon, Grace led marketing programs at Asana, Carta, and Cleo in various roles, but always with a focus on an integrated customer journey. Besides being a marketing nerd, Grace spends her time coming up with (but not executing) elaborate schemes and browsing Zillow.Kacie Jenkins is our “phone-a-friend” guest this episode. Kacie is the former SVP of Marketing at Sendoso. She also helped take Fastly from a 25-person startup to $200M ARR and a successful IPO; led marketing at Sourcegraph, where she helped grow revenue 4x year-over-year, and also has experience at Ace Hotel Group and Roku leading marketing teams.We also hear from Daphne Hoppenott, CMO at Voyantis, who asks, “ What are innovative ways you've seen marketers leveraging events and how should you think through balancing investing in third-party events versus hosting our own.?”Quotes “ You're comparing events not to each other, which I so often see people do, you're comparing them to the other channels you can use. Events are an opportunity. You choose them because you can show off your product at an event.” - Emily Kramer“ There's a huge opportunity cost to doing events.If you're investing in events, you may not investing in a lot of other things in order to prioritize it, and you cannot approach that level of investment without really scrutinizing your goal, your audience, your central creative asset, etc.” - Grace Erickson*“An event is an experience, it's an extension of your brand. It's a chance to make really strong connections, build relationships, and represent your brand in a way that is much higher recall than any of the digital touchpoints that you might be investing in.” – Kacie JenkinsTime stamps[01:05] Event fun facts [04:08] Today’s question: “ What are innovative ways you've seen marketers leverage events?”[07:25] Avoiding dollars in trash cans [14:17] Lightning round[21:51] Composition versus coverage[24:33] Events as fuel and engine[39:37] Phone a friend, Kacie Jenkins, SVP Marketing at Sendoso[49:22] The power of channel combinations [57:57] Events and the G.A.C.C.S. brief [01:04] Best, Marketer Recommended products & agenciesTypeform: Use code “MKT1” for 20% off the Growth Plan Framer: Framer will rebuild or migrate your site for free in 3 days, new & existing customers can submit a brief.Customer.io: Get 2 months free of an annual Essentials plan when you request a trialCaspian StudiosConnect with: Emily KramerDevon WattsGrace EricksonKacie JenkinsDaphne HoppenotSubscribe to MKT1 Newsletter to get new podcast episodes plus a companion newsletter in your inbox. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit newsletter.mkt1.co/subscribe

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• Dear Marketers, "What are the most common mistakes new managers make?"

  What do new marketing managers get wrong? Summary: In this episode of 'Dear Marketers,' Host Emily Kramer and her friends Jenny Thai, Head of Content at Vanta, and Grace Erickson, VP of Revenue at Cocoon, dive into what new marketing managers get wrong. Moving beyond the basics  like bad one-on-one formats and messy decks, they dive into the early mistakes that derail leadership credibility. Dear Marketers is produced by MKT1 & Caspian Studios in partnership with Typeform. Episode 9 is sponsored by Framer and 42 Agency. About our hostsEmily Kramer is the creator of MKT1 Newsletter, a marketing advisor, and an investor. She previously led and built marketing teams from the ground up at Asana, Carta, Astro (acquired by Slack), and Ticketfly. She’s helped hundreds of startups with B2B marketing, has over 50,000 subscribers on Substack, and has reached millions through her content. Kramer’s known for her pragmatic advice, first principles approach to marketing, and her “krameworks.” When not marketing “marketing,” you can find her with her dogs in Oakland, CA or eating ice cream on the shores of Lake Winnipesaukee.Jenny Thai is a marketing leader with 15 years of content and storytelling experience at high-growth B2B startups. She currently leads content at Vanta where she’s building full-funnel programs to fuel brand and business growth. Before that, Jenny was Director of Communications + Content at Clearbit and Head of Content at Asana where she scaled the content team and function from Series C to post-DPO. When she’s not thinking about doing some content, Jenny enjoys reading books, eating noodles, and playing skee ball. Grace Erickson is a true marketing generalist with 10 years of experience in B2B startups, spanning functions like growth, brand, product marketing, and most things in between. She's currently the VP of Revenue at Cocoon, a Series A employee leave management platform. Prior to Cocoon, Grace led marketing programs at Asana, Carta, and Cleo in various roles, but always with a focus on an integrated customer journey. Besides being a marketing nerd, Grace spends her time coming up with (but not executing) elaborate schemes and browsing Zillow.We also hear from Mark Huber, VP of Marketing at UserEvidence, who asks, “ What's the biggest mistake that you see first time marketing leaders make?”Quotes* “ Your job as a people lead or manager, no matter how big your team is, is to basically take the chaos that's happening around you, make sense of it for your team. Then protect your team from that chaos so that they can execute effectively and focus on the impact, versus getting distracted by whatever random shiny object RAM is happening in any given week.” – Jenny Thai“ My thing that I wish someone had told me before I became a first time manager was how much of your job is shielding. Not lying, but shielding and being a buffer or filter between other people and how that's hard.” - Emily Kramer“ Teams of any size, in any org structure, need structure to know what to do when. How to prioritize, whose job it is to do what thing, whatever—teams need structure. As a manager, it's your job to create the right structure for your team. And if your company doesn't have the right structure for your team, it's still your job to figure out what the right structure is within whatever's happening at your company.” - Grace EricksonTime stamps[00:00] Meet Grace and Jenny, and how to pronounce “management"[01:35] Today’s question: What do new marketing managers get wrong?[02:18] Lightning Round: Management mistakes[05:47] Summarizing key management mistakes[07:03] Understanding which projects are high impact[13:49] The babysitter is dead[22:54] Delegation challenges [31:53] Redefining success in management[33:46] Tangible tips for effective delegation[38:52] Proactive performance management[49:27] The role of internal marketing[55:09] Best, Marketer GameRecommended products & agenciesTypeform: Use code “MKT1” for 20% off the Growth PlanFramer:  Apply to their startup program to get their $900 launch plan for free for a year at framer.com/startups or use code MKT1 for 25% off a yearly site plan42 Agency:  Mention MKT1 to get 10% off a consulting packageCaspian StudiosConnect with: Emily KramerJenny ThaiGrace EricksonSubscribe to MKT1 Newsletter for a companion newsletter for each episode. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit newsletter.mkt1.co/subscribe

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• “Dear Marketers, Is the company blog dead?”

  Is the company blog dead? Summary: In this episode of 'Dear Marketers,' Host Emily Kramer and her friends Jenny Thai, Head of Content at Vanta and Devon Watts, Head of Product Marketing & Partner Marketing at Mercury, discuss the company blog and whether it is alive and well. They dive into a blog versus a resource center, having a show versus having a feed, and avoiding random acts of marketing. Together, they discuss the essential factors to consider when creating content for your audience.Dear Marketers is produced by MKT1 & Caspian Studios in partnership with Typeform. Episode 8 is sponsored by Framer and UserGems. About our hostsEmily Kramer is the creator of MKT1 Newsletter, a marketing advisor, and an investor. She previously led and built marketing teams from the ground up at Asana, Carta, Astro (acquired by Slack), and Ticketfly. She’s helped hundreds of startups with B2B marketing, has over 50,000 subscribers on Substack, and has reached millions through her content. Kramer’s known for her pragmatic advice, first principles approach to marketing, and her “krameworks.” When not marketing “marketing,” you can find her with her dogs in Oakland, CA or eating ice cream on the shores of Lake Winnipesaukee.Jenny Thai is a marketing leader with 15 years of content and storytelling experience at high-growth B2B startups. She currently leads content at Vanta where she’s building full-funnel programs to fuel brand and business growth. Before that, Jenny was Director of Communications + Content at Clearbit and Head of Content at Asana where she scaled the content team and function from Series C to post-DPO. When she’s not thinking about doing some content, Jenny enjoys reading books, eating noodles, and playing skee ball.Devon Watts is a long-time startup marketer currently leading Product and Partner Marketing at Mercury. Previously, she ran marketing for the high-growth fintech Anrok, and spent time building her PMM, content, and brand expertise at companies like Yammer, Asana, and Carta. Devon has led B2B marketing teams with anywhere from 1 to 25+ people, and has experience in PLG and sales-led motions. In addition to marketing, Devon loves her kids, being on/in/near the water, her dog Dolores, and eating cheese.We also hear from Matt Hodges, Founding Marketer at Lorikeet, who asks, “Is the company blog dead?”Quotes “At the end of the day, writing content with a strong point of view that leverages expertise that is built with dis or created with distribution in mind and distribution on channels that your audience cares about is what’s going to help you grow. Don’t get so stuck in this world of optimizing for LLMs and forget the point.” – Emily Kramer “[The company blog]  is evolving. It’s not dead, but I think it’s hit middle age. It’s having an identity crisis and it needs to figure out the next phase of its life.” – Jenny Thai“If no one reads your blog, it’s not showing up in SEO, and it's not showing up on LLMs, why does it exist? A lot of people are still doing it, but they no longer know why. And there needs to be an evolution here.” – Emily Kramer“Don’t start with the question, should this live on our website or not? Start with the question of what you’re doing for your audience.” – Devon WattsTime stamps[00:00] Meet Jenny and Devon, plus fun facts[01:39] Today’s question: Is the blog dead?[03:04] Lightning round[07:44] The evolution of company blogs[10:23] “Shows” versus “feeds”[13:26] Distribution should drive content strategy[17:25] What real marketers are doing today[23:39] Should companies still publish long-form content?[31:48] Blogs versus resource centers[33:30] Debating executive blog posts[38:55] Research on top startups’ use of blogs and resources[42:05] Should some content be “nomadic”?[51:16] Optimizing content for humans or for LLMs[57:10] Best, Marketer Recommended products & agenciesTypeform: Use code “MKT1” for 20% off the Growth PlanFramer: Use code “MKT1” for 25% offUserGems: Mention MKT1 for free onboardingCaspian StudiosConnect with: Emily KramerJenny ThaiDevon WattsSubscribe to MKT1 Newsletter for a companion newsletter for each episode. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit newsletter.mkt1.co/subscribe

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