MARKETING
This week in growth marketing on TechCrunch
TechCrunch is trying to help you find the best growth marketer to work with through founder recommendations that we get in this survey. We’re sharing a few of our favorites so far, below.
We’re using your recommendations to find top experts to interview and have them write their own columns here. This week we talked to Kathleen Estreich and Emily Kramer of new growth advising firm MKT1 and veteran designer Scott Tong, and published a pair of articles by growth marketing agency Demand Curve.
Demand Curve: Email marketing tactics that convert subscribers into customers — Growth marketing firm Demand Curve shares their approaches to subject line length, the three outcomes of an email and how to optimize your format for each outcome.
(Extra Crunch) Demand Curve: 7 ad types that increase click-through rates — The growth marketing agency tells us how to use customer reactions and testimonials, and other ads types to a startup’s advantage.
MKT1: Developer marketing is what startup marketing should look like — MKT1, co-founded by Kathleen Estreich, previously at Facebook, Box, Intercom and Scalyr, and Emily Kramer, previously at Ticketfly, Asana, Astro and Carta, tell us about the importance of finding the right marketer at the right time, and the biggest mistakes founders are still making in 2021.
The pandemic showed why product and brand design need to sit together — Scott Tong shares the importance of understanding users and his thoughts on how companies manage to work together collaboratively in a remote world.
(Extra Crunch) 79% more leads without more traffic: Here’s how we did it — Conversion rate optimization expert Jasper Kuria shared a detailed case study deconstructing the CRO techniques he used to boost conversion rates by nearly 80% for China Expat Health, a lead generation company.
This week’s recommended growth marketers
As always, if you have a top-tier marketer that you think we should know about, tell us!
Marketer: Dipti Parmar
Recommended by: Brody Dorland, co-founder, DivvyHQ
Testimonial: “She gave me an easy-to-implement plan to start with clear outcomes and timeline. She delivered it within one month and I was able to see the results in a couple of months. This encouraged me to hand over bigger parts of our content strategy and publishing to her.”
Marketer: Amy Konefal (Closed Loop)
Recommended by: Dan Reardon, Vudu
Testimonial: “Amy drove scale for us as we grew to a half-billion-dollar company. She identified and exploited efficiencies and built out a rich portfolio of channels.”
Marketer: Karl Hughes (draft.dev)
Recommended by: Joshua Shulman, Bitmovin.com
Testimonial: “Karl is incredibly knowledgeable in the field of content and growth marketing to a large (and equally niche) target audience of developers. He and his team at Draft.dev are some of the best at “developer marketing,” which is a greatly underrated target audience.”
Marketer: Ladder
Recommended by: Anonymous
Testimonial: “They really get what I need. By testing different messaging on different personas, we discover what works and what doesn’t to better understand our users and prospects. This is gold for a company at our stage. Showing those results to our investors blew their minds.”
MARKETING
Trends in Content Localization – Moz
Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.
Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.
Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.
MARKETING
How AI Is Redefining Startup GTM Strategy
MARKETING
More promotions and more layoffs
For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.
The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.
Dig deeper: How to overcome marketing budget cuts and hiring freezes
Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643.
Here are the median salaries by role:
- Senior management $199,653
- Director $157,776
- Manager $99,510
- Staff $89,126
Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.
One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%).
Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.
Dig deeper: Skills-based hiring for modern marketing teams
Employee turnover
In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”
Men and Women
This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.
In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.
Methodology
The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents.
Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.
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