How should your climate tech startup build your marketing team?
Here are 5 tips from Forbes (with bonus tips from my 14+ years of marketing experience):
1️⃣ Start with Strategy
Your marketing strategy serves as the basis of all marketing decisions — a roadmap, aligning your team around the real goals behind any specific tactics. Once there’s a clear understanding of the activities and channels to implement that strategy, you can more easily identify skill gaps to fill in.
(Unless the founder has extensive marketing experience, the first marketing hire should be a Head of Marketing or Marketing Director in my opinion, because they have the chops to establish a foundational marketing strategy.)
2️⃣ Embrace Generalists First
The first marketer should be a marketing polymath skilled in various channels and media. A good marketer not only wears many hats but is also an adept project manager and compelling writer. Look for versatility and adaptability.
(While some leadership experience can be beneficial, it’s important to strike a balance. This first hire will have to do everything at first, so it shouldn’t have been years since they’ve been in tactical execution mode.)
3️⃣ Cultivate Flexible Mindsets
In the startup environment, every team member should be hands on, willing to pivot, and open to experimenting. This hands-on approach ensures every marketer can dive right in.
(The truth is that every early marketer will need to play several parts, so find team members who have 2-3 needed skills and willingness to develop in other areas.)
4️⃣ Leverage External Expertise
Working with agencies or freelancers provides on-demand access to specialists — without the overhead costs of FT employees. Consider starting with outsourced expertise to validate specific needs. This allows you to identify the right skills to bring in house.
(If your marketing team can build a library of brand assets and pass that over to a freelancer who manages last-minute creative requests, this will free up your time to stay focused on the big picture.)
5️⃣ Grow with Purpose
As your startup matures, your marketing team will evolve. Consider strategic splits based on brand vs. demand marketing. For diverse targets, hiring specialists for each segment might be the way forward.
(For more specific direction as far as marketing team development, check in with other marketing leaders at successful climate startups to ask what worked for them and what they wish they’d done differently.)
Developing your marketing team — based on a foundational marketing strategy — ultimately ensures your climate startup can scale your customer journey, business growth, and positive impact on the planet.