Emily Kramer, Founder of Kramer HQ and Co-founder of MKT1, has led marketing teams at fast-growing companies like Asana and Carta.
Now, she's on a mission to change how founders and leaders approach marketing.
In this episode of Minimum Valuable Podcast, she shares common mistakes founders make, such as undervaluing marketing early on or copying their pitch deck directly onto their website.
Emily also details the strategies that drive growth for her and her clients, including leveraging founder-market fit and identifying unique marketing advantages that can be doubled down on.
If you prefer a listening experience - watch the full episode below!
Q: Tell me about yourself and your path to founding MKT1?
Emily: MKT1 evolved over time to focus on helping companies build and scale marketing, bridging the gap between marketing's potential and how it's often misunderstood. I've done advising, raised a fund, and write a newsletter. Today, I advise 2-3 companies at a time, typically Series A and growth-stage, and the newsletter is my main focus. I'm passionate about elevating the status of marketing, especially in startups where it's under appreciated.
Q: At what point should a founder start working on marketing activities?
Emily: Founders often undervalue marketing early on, thinking they haven't done any marketing just because they haven't hired a marketer. But as soon as you create a website or analyze your audience, you're already engaging in marketing activities. While it's not necessary to hire a marketer right away, startups should start thinking about marketing as soon as they have a solid product.
Q: Can you share best practices for crafting compelling website copy?
Emily: One common mistake startups make is copying their pitch deck into their website copy. This can be problematic because pitch decks are often written for investors, not customers. Instead, your website should focus on how your product solves the customer's problem right now. The website is your most important marketing asset, acting as the front door to your business throughout its lifecycle. It should be simple, clear, and tailored to your target audience.
Q: What have been some of the most effective growth marketing channels and tactics you've seen at early-stage startups?
Emily: Identifying and leveraging unique marketing advantages is crucial for early-stage startups. For example, at Carta, we focused on growing through referrals from lawyers, and Brex did something similar by partnering with accountants. It's important to understand your specific advantages - whether that's customer love, network effects, or a compelling founder story - and use those to your advantage. Startups that successfully pick a niche or a specific wedge in the market can often grow faster by focusing their efforts.
Q: What's your take on startups operating in stealth mode?
Emily: Unless you're building something truly groundbreaking and need to protect your IP, I generally don't recommend stealth mode for startups. You're likely hurting yourself by not building your brand as early as possible. People aren't going to remember that some founder is working on something in stealth. It's beneficial to put yourself out there, learn what resonates with your audience, and get feedback on your product. If you're worried about competition, focus on making your product and value prop truly differentiated. Most startups aren't so revolutionary that they need to be in stealth mode.
Q: How have you seen AI transforming the landscape of marketing?
Emily: AI is already reshaping marketing, particularly in content creation, audience insights, and outbound efforts. It's important to recognize that AI is not a silver bullet. While it can help you execute tasks faster and more efficiently, having a differentiated strategy is still essential. Everyone can now do the basics faster with AI, so standing out requires deeper audience understanding and a unique strategy.
Q: What key metrics do you track to assess the effectiveness of your marketing efforts?
Emily: Tracking marketing success involves a mix of quantitative and qualitative measures. Tools like Salesforce and HubSpot can track the influence of campaigns on revenue, not just the last or first touch. More importantly, you need to set clear goals for each initiative, defining what success looks like. If you're not testing or measuring your hypotheses, you're likely just throwing spaghetti at the wall. Success isn't just about incremental growth - it's about taking big bets that can change your growth trajectory.
Q: What advice would you give to aspiring marketers, product managers, designers, or engineers who are looking to make an impact in the startup world?
Emily: My advice is simple: don't be good at a bad job. Focus on placing your bets strategically and taking risks that can help you stand out. If you stick to incremental work, you'll see slow growth. Take risks - whether it's joining a startup, pushing bold ideas, or hiring someone who can take your company to the next level. Also, don't compare yourself to others. Luck plays a big role in success, so focus on your own path and what makes you happy.
