Jan 4, 2022

Welcome to another episode of 3-Minute-Marketing, the internet's most binge-able marketing podcast. We interview the world's top growth marketing leaders and distill their knowledge into actionable, bite-sized insights.

This week we're kicking off 2022 with Enrique Hoyos, Head of Marketing for Pexels. Enrique is the epitome of the type of guest we like to have on our show. A T-shaped marketer and a unicorn with experience in start-ups, he's someone who knows how to move the needle.

I'm in awe of Enrique's ability to grow businesses and teams. So I asked Enrique, "What skillsets do you think are the most important for startup and scaleup marketers?"

Show notes:

1. The foundation of marketing is understanding your customer and the problem that they have. How does that problem play a role in their life and what is the connection between that and how you solve that problem? Whether it be your product, service, etc.
2. To do that well you have to be good at data analytics, but you also have to be good at combining that with qualitative data that explains why something is happening. That becomes the foundation of any strategy. Know what you're selling and what you're telling people.
3. The most important marketing skill is adaptability.
4. First-time marketers may join a start-up after coming from an agency and have a deep understanding of one aspect of marketing. But that doesn't mean that skill is the most important tool to use for the start-up. Take a step back to look at the start-up and find the lever of growth you can use to move the needle instead of focusing on what you're good at.
5. When gauging candidates' adaptability in interviews, ask them how they've tackled problems in the past.
6. Don't come into a scenario thinking of yourself as just one thing. Survey the field and think more broadly about what tools you have and how you can most effectively move the needle, regardless of whether or not it's in your area of expertise.
7. Focus on wherever the growth will give you the most value.