Building a Marketing Function in a Small Business | A Conversation with Jesse Park, President of amplifi

Steve interviews Jesse Park, President and Co-owner of amplifi. Jesse shares his journey of transforming the company from a print specialist to an agency that helps nonprofit organizations enhance their fundraising efforts , and how he built the marketing function from scratch. 

Jesse's background is not in marketing, but he recognized the need to improve the company's brand awareness and demonstrate their expertise by provide valuable resources to the nonprofit sector. 

Steve and Jesse discuss the challenges of marketing in a small business and the importance of aligning marketing efforts with business goals. Deciding on which of the pillars of marketing will have the most impact on growth - between brand awareness, product position, demand generation, and sales enablement – is critical when deciding on the initial strategy. They emphasize the need to hire for the specific skill sets that will drive results, rather than trying to find a marketing manager who can do everything. 

Jesse highlights their decision to intentionally repurpose content across different marketing channels and stages of the customer journey. By strategically using blogs, e-newsletters, case studies, webinars, and more, amplifi ensures their marketing efforts cover all areas of the sales funnel and drive both brand awareness and sales enablement. 

Managing a marketing team as a small business owner can be challenging, especially when juggling other responsibilities. Jesse talks about the importance of aligning marketing metrics with revenue and incentivizing marketing efforts accordingly; and clear communication and alignment between leadership and the marketing team. 

The episode concludes with Jesse's drink of choice for a fun marketing chat: a straight up scotch, or occasionally a James Baldwin cocktail for a unique twist on an espresso martini. 

Key Takeaways 

•  Small businesses can build an effective marketing function with a single team member, so long as it’s backed by a clear strategy 
• Content marketing plays a crucial role in establishing expertise and driving brand awareness, while also supporting sales enablement and product positioning. 
• Align marketing efforts with the different stages of the marketing funnel to maximize impact and drive customer engagement. 
• For the Founder or CEO, balancing marketing responsibilities with other business functions requires clear communication, prioritization, and a focus on revenue-related metrics. 

 Resources and Links

Connect with Jesse Park on LinkedIn.
"Rise above the noise" with amplifi
Read Steve's post on "The Four Pillars of Marketing"

The recipe for the James Baldwin cocktail at  Marcus B&P in Newark? Couldn't find it by that name, but try these out:
  Chivas Espresso Martini
  Revolver Cocktail (Bourbon-based)

Timestamps:

03:40| Creating a dedicated marketing function at amplifi

06:20 | Hiring the right skill set

09:00 | An intentional focus on content marketing

12:00 | A marketing specialist or a marketing manager?

19:00 | Marketing tactics to support the Sales Funnel

26:00 | Incentivizing marketing team based on revenue metrics