Read Time: 2 mins, 27 secs

David Aronica is the Head of Growth Marketing at Yellowbrick Data (Series C - Google Ventures, DFJ, Menlo Ventures).

Unlike most marketing leaders, he’s actually picked up a phone and cold called as a BDR and BDR leader at Splash and Parse.ly.

It gives him a unique POV for creating messaging that resonates with qualified leads.

David has been a long time friend that I met in the NYC startup scene, so this was a special episode of Frame Breakers.

FAVORITE TAKEAWAYS

Here are 3 of my favorite pieces of the conversation:

1. Identifying Target Personas

2. How to Craft Your Messaging

3. The Best Money Yellowbrick Has Spent on Marketing

We breakdown these down below 👇

BREAKDOWN

Identifying Target Personas

Yellowbrick has been rolling out some new enterprise products. This means they need to figure out who they should be targeting with their marketing.

At this point, most marketing teams start a list of job titles to focus on. But there’s a problem with that. At every company, job titles are a bit different.

Job titles help, but what you’re really targeting is job responsibilities.

In their case, it is people who own data warehousing decisions.

So Yellowbrick started figuring out every job title that could possible own these responsibilities.

What have they found?

Some job titles got removed from their target list — they didn’t actually hold the responsibilities they needed.

And some job titles were added to their list. Titles they weren’t considering in their initial scope.

Most importantly, it helped them avoid a lot of mistakes in their ads and messaging.

How to Craft Your Messaging

Now that they had their personas locked in, they needed to figure out messaging.

Here’s how they’re doing it:

1. Find other companies selling into these personas and research their messaging
   

2. Find other places that people are talking about these responsibilities and problems:
   
   - Reddit
   - Twitter
   - Linkedin
   - Stack Overflow
   - Podcasts / YouTube
   

3. If you’re messaging can relate to how people discuss their problems amongst themselves, then you’re on the right track.

The Best Money Yellowbrick Has Spent on Marketing

Despite leading the marketing and BDR teams, David still has to deal with a lot of task work.

Marketing automation flows need to be created, social posts drafted, and email campaigns need to be dripped.

Like most leaders, he would often do this work himself when the rest of the team was deployed on other projects.

These are important tasks, but they take time away from bigger projects.

He needed an experienced Marketing Generalist who could handle all of these tasks so he could focus on the new marketing programs.

So what did he do?

He used Remote Growth Partners to hire Anne from the Philippines.

She has 9 years of marketing experience and is integrated into their team full-time (on EST hours).

She’s taken over all of the task work and even helped launch some new initiatives.

The best part? Yellowbrick is saving $60K per year and they only commit to RGP monthly.

*Yes, I am the founder of RGP. But no, I did not ask David to say this during the podcast.

📚 Previous Editions

Justin Rowe - Co-founder / CMO @Impactable [Ep. 1]
Marketing Max - Founder @Growth Daily [Ep. 2]
Angela Kayal - CRO @Help Scout [Ep. 3]
Morgan Ingram - Founder / CEO @AMP [Ep. 4]

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