In this episode of D2Z, Nathan Yeung, a seasoned marketer with a background in finance, shares his journey and insights into the world of B2B marketing. Starting his career as a VP of Finance at just 21, Nathan's path diverged into marketing where he now leads as a fractional CMO at Find Your Audience. His experience spans various sectors, but his focus remains on operational marketing over creative endeavors, reflecting a pragmatic approach to solving marketing challenges.
Throughout the discussion, Nathan emphasizes the complexities of implementing effective marketing strategies in different organizational contexts. He contrasts his experiences with startups against working with giants like Constellation Software, noting that size and bureaucratic structures often dictate the pace and effectiveness of marketing initiatives. In startups, agility facilitates rapid decision-making, whereas in larger companies, extensive stakeholder management can impede swift marketing changes.
One of the key takeaways from Nathan’s experience is the critical role of product marketers. These individuals act as the linchpin between the product teams and the market, ensuring that the products meet the customer's needs and effectively communicate their benefits. This role is pivotal in both educating the sales team and aligning product development with market demands.
Furthermore, Nathan discusses the challenges and lessons learned in building and scaling a marketing agency. He highlights the importance of focus—not just in terms of service offerings but also in choosing client segments and projects that allow for operational scalability and specialization. This focus, according to Nathan, is crucial for any agency aiming to deliver high-quality results consistently.
In addition to operational strategies, Nathan also touches upon the importance of building network effects within specific communities to foster organic growth and establish credibility. For new and growing SaaS companies, he suggests concentrating on smaller, niche markets to generate strong network effects before scaling.
This episode is packed with actionable insights for anyone involved in B2B marketing, offering a comprehensive look at both the strategic and operational aspects of the field. Nathan's blend of finance acumen and marketing savvy provides a unique perspective on building resilient marketing functions that can thrive in the dynamic landscapes of modern business.
Timestamps
🎙️ Introduction and background of Nathan Yeung (00:00:12)
🔄 Transition from finance to marketing (00:00:40)
🏢 Experiences with large companies like Constellation Software (00:01:26)
🚀 Marketing in startups vs. large companies (00:02:47)
📊 Importance of product marketers in B2B SaaS (00:07:21)
📈 Building and scaling a marketing agency (00:14:50)
🌐 The power of network effects in marketing (00:21:32)
Nathan Yeung
LinkedIn - https://www.linkedin.com/in/yeungnathan/
Find Your Audience - https://www.findyouraudience.online/
Brandon Amoroso:
LinkedIn - https://www.linkedin.com/in/brandonamoroso/
Web - https://brandonamoroso.com/
Instagram - https://www.instagram.com/bamoroso11/
X - https://twitter.com/AmorosoBrandon
Scalis.ai - https://scalis.ai/