You ask yourself a simple question when hiring a demand generation marketer.
Can I afford the one that can do it all?
The answer is usually no. You can’t afford the unicorn.
So you have to ask, which skills and experience should you prioritize when looking for your next marketing hire?
There are strengths, intangibles and experiences to look for. There’s a range of flavors. So we outlined the 6 types of demand generation marketers, and how to hire them.
These hires you need to continue growing your company.
The Data Junkie
There’s a special feeling that comes over you when you discover answers in the data.
If you can’t relate, then it’s why you hire analysts or analytics managers.
These marketers love data.
They’ll say things like, “Will that marketing spreadsheet be done Friday? I’d like to play with it over the weekend.”
To capture one in the wild you’ll need a few things: Spreadsheets, coffee, and suspicious marketing and attribution reporting.
Data driven marketing will draw them in. Your paid search, attribution modeling, and cross channel data analytics will keep them busy.
Here’s what a happy data junkie looks like when looking at…. data.
The Big Money Spender
A graphic by Tom Tunguz illustrates the basic growth unit of SaaS. These are the roles you'll need to scale your company.
You grow as much as the money you pour into hiring these units -- granted you have a repeatable sales cycle and effective marketing team.
The fundamental growth unit of SaaS identifies the big money spender with the dollar symbol.
The paid media manager's job is spending your money... wisely. The Spender is your demand generation marketer who can control the budget, find optimization opportunities, and transform paid search into a profitable channel.
They’re the comptroller to your AdWords. And they’re going to help you scale your B2B paid search campaign.
Be wary if they advise you to start with a large budget. B2B paid search strategies require optimization and time to find longtail keywords and the right combination of low CPC and ads that convert.
The Community Builder
Demand generation is a business of relationships. So is product marketing and effective co-marketing.
Whether you’re building an online community or creating a portal to talk to your early adopters, you need a people person. The kind that can spark a collective consciousness, recruit people to your cause, and listen well.
The community managers may not get the budget they deserve, but here’s a reason they should: New Relic's growth story from pre-initial traction to IPO.
New Relic’s success in getting to early traction was creating developer advocates. In other words, community building.
To set up your community builder for success, have a mission and cause that is staunch and identifiable. Be committed to it because your community manager needs to be a true believer.
This marketing hire is a community leader. So make sure they have thick skin and the confidence of a spy -- somewhere between Jimmy Hoffa and James Bond.
The Content Machine
Writer's block and lack of content ideas may plague some people. But not the content machines.
If content is part of your marketing strategy then these hires need to be good writers and marketing minded.
They come in two flavors, the writer-first and the marketer-first types.
One comes from a english or fine arts background. They have an academic and creative background in writing, and their works are engaging from start to finish. They also write outside of their industry.
The marketer-first writer cares about the process and structure of generating business via content. They pay careful attention to content that works. And they set up the processes to allow content to generate views and sales leads. They can also churn out content at volume.
They are also masters of reusing and repurposing content. They team up with partners to create co-branded content.
Content Machine. There’s no other way to describe them.
When hiring a writer, you’ll want domain expertise and writing skills. If you can’t have both, hire for the writing skills first. They can pick up domain expertise on the job, and writing skills aren’t as easily developed.
Content machines are inspiring marketers and effective writers -- a mix between Don Draper and Ernest Hemingway. But remember, there is only correlation between alcohol and good writing.
These marketers were born to be superstars. These are your evangelists. Every minute stuck behind a desk is a waste of their star power. From being the keynote speaker to the webinar host, they undoubtedly have a special way to attract attention. And hold it for longer than 2 minutes.
They can articulate technical ideas into a passionate story, help audiences along a journey, empathize well, and use enthusiasm without being annoying.
This isn’t an easy hire. They must have a personal brand and a deep seated passion for your industry or product. How do you know when you’ve stumbled upon them?
Give the evangelist a customer scenario to talk about. You should feel as though the evangelist understands the full range of your emotions, what worries you and what inspires you.
It's a warm fuzzy feeling. And this makes it difficult to measure performance. But if you're looking only at quantitative metrics, then you're not ready for an evangelist.
You may look at social media marketing metrics and web traffic. But you're capturing mindspace, something not easily measured. However, when it works your evangelist becomes the brand you want to put your company behind.
If B2B content marketing is the long play, then hiring an evangelist is the equivalent of the 100 yard pass.
She’s able to get past any gatekeeper. She can find the right person in any organization. She’s your outbound sales development rep.
A good structure and good process allow your Icebreaker to create and qualify leads.
If you’re hiring an outbound rep, understanding their motivation is critical, according to Joyce Juntenen, Head of Sales at Bizible.
Do they want money, growth, challenge and a promotion? If they are motivated to be the 20% that drive 80% of total sales, you'll know you are about to hire a successful outbound rep.
Their personality and tone should be exciting, confident and certain. They should be able to sell you on themselves.
The Icebreakers are competitive, perhaps they have a sports background. They have achievements you should know about, whether it's from their educational or professional life.
Good outbound reps can do things you can't, so hire well.
The Team Is Almost Complete
Putting together the right demand generation team is like piecing together a puzzle. It will be one worth the time and patience.
Unicorns may exist.
While you wait until you stumble upon one, and get the budget to hire one, match the knowledge and expertise to the role. Know what expertise you should hire for vs. what you can afford to train.