For IT companies, hiring the first marketer is a pivotal step that sets the tone for your marketing strategy and shapes the trajectory of business growth. With numerous roles and specializations within marketing, choosing the right individual to lead your efforts is crucial. Many founders make mistakes with their initial marketing hire, leading to setbacks in growth and strategy execution. Drawing from extensive experience in building marketing teams from scratch, this guide will help you navigate the complexities of hiring a marketing leader who can drive your IT business forward.
Common Mistakes in Early-Stage IT Marketing Hiring
Avoiding a Complete Newbie in Different Areas of Marketing
Hiring a marketer who is new to multiple aspects of marketing is a frequent mistake IT founders make. While grooming new talent is important, it should be done in a planned manner. A steep learning curve can hinder their ability to quickly implement effective marketing strategies and drive growth. This issue is particularly pronounced in marketing due to the wide range of skills required, from strategic planning to tactical execution.
Executing Marketing Plans
In early-stage IT companies, you need a marketer who can devise plans and execute them efficiently. Since it’s unlikely that a single marketer will have hands-on experience in every marketing discipline (growth marketing, product/services marketing, content marketing, PR, etc.), they must be adaptable and resourceful.
Owning Marketing Strategy
While being hands-on is important, your marketer should also be capable of setting goals and prioritizing tasks. They need to understand how different areas of marketing integrate and how to craft a strategy tailored to your IT business.
Relatable Marketing Experience
Marketing nuances in the IT industry are unique. Even if a candidate has B2B marketing experience, they may still need a learning curve if the industry differs significantly from your business. Consider candidates from adjacent, relatable industries at the most.
Understanding of Your Technology Areas
Today’s IT industry landscape is vast. A candidate who understands your specific technology landscape or related areas will be highly beneficial. While a marketer can function without deep technology understanding, those who do will have an edge in defining effective marketing strategies for your business. However, proceed with caution and ensure they are adaptable.
Familiarity with Your Business Model
Marketing strategies can vary significantly between different business models. It’s crucial that your marketer understands the unique aspects of your IT company’s model, whether it’s professional services, system integration, or consulting. Each model requires a distinct set of skills and marketing tactics.
Managing People
Ideally, your first marketing hire should have some experience in management, even if your team is small initially. As your company grows, they should be capable of taking on a leadership role, balancing team management with executing marketing strategies.
Expertise in Key Marketing Sub-Functions
Assess the existing skills within your team, your business model, and your growth strategy to determine which type of marketer you need. Look for a full-stack marketer—someone who is an expert in one functional area of marketing and proficient in another.
Conclusion
Hiring your first marketer for an IT company is a critical decision that can significantly impact your growth and success. By avoiding common pitfalls, thoroughly evaluating candidates’ experience, and asking the right questions, you can find a marketer who will effectively lead your marketing efforts.
Every IT company is unique, and your marketing objectives will define your hiring strategy. For most IT companies, a product, services, content, or growth marketing expert is often the best choice for the first marketer. However, it is challenging to find someone proficient in all these areas. The optimal solution is to hire professionals proficient in at least two areas and have a broader understanding of all marketing sub-functions. The right hire will be adaptable, strategic, and capable of rolling up their sleeves to execute plans that drive your IT company forward.