How To Hire A 10x Marketing Manager
Hiring a 10x marketer can unlock crazy growth in your business
Hiring a 1x marketer will not only get you 10x less sales, they could waste your marketing budget and leave your cash flow gasping for air
Today I'm going to show you the difference between a 1x and a 10x marketer, so you can make sure you don't end up with a dud
The Harsh Truth
"£2.5k per month? I can hire a full-time marketing person for that"
If I had a penny for every time I've heard something like that..
Do you really think someone who has the skills to generate demand at scale is going to take a job for anything close to £30k per year?
There is no place in business for 1x marketers. They can be replaced with a $20/m AI subscription.
You see, once someone gets good at marketing and makes a fortune for their employer, it doesn't take long to realise that their skill is in high demand, and that they can use the same skillset to start an agency find their own clients
So if you want to convince them to help make you rich, you had better come with a good offer
Two Types Of Marketing Managers
In few disciplines is the adage about hiring A players more relevant than in marketing
There are two types of marketing managers:
The ones who know which shade of eggshell pink they used for your last social media post
And the ones who know to the nearesr dollar what your CAC was across every marketing channel last month
Hire the former, and they will lose you money by blowing your marketing budget on things that do virtually nothing for your sales, like a rebrand or being more active on socials
Hire the latter, and they have the potential to 10x your business
Why Listen To Me?
I ran one of the world's largest B2B marketing agencies
I hired more than 10 full-time marketers, and turned away hundreds more
The people I hired were the difference between me scrambling to make payroll at the end of each month, and me scrambling to hire more account managers to deal with the overflow of clients
At our peak, we were booking 300+ sales demos every month
Some months we were signing 80+ new clients
We got to $1m ARR before we spend a single dollar on our brand, and before we sent our first tweet
Should I Just Use An Agency
If hiring a 10x marketer is so hard, can't you just use their agency to generate demand for you?
Up until recently, the answer was yes
However, the cost of generating a meeting for a B2B company has now got so expensive, it's virtually impossible for an agency to charge you for running their campaigns and also get you a positive ROI
If you want to grow profitably, you have two options:
1. Hire a 10x marketer and they can get you the same results as the agency, but at 2-3x lower cost
2. Learn to become an expert at B2B lead gen yourself
When To Hire A Marketing Manager?
A 10x marketer is going to cost you close to 6-figures per year. Double that including marketing budget.
You can't take that leap until you've ticked a few boxes:
- You have profuct market fit
- You know your CLTV and CLTP (customer lifetime profit)
- You know the average CAC for your space
- You have either £100k cash, or £10k/m spare cashflow to commit
Before this, you need to figure things out yourself
Learn to generate leads
A/B test channels and approaches
Figure out your numbers
Bank some cash
Hire a marketer before this, and you are taking a huge gamble
Do not go out and hire yourself some twenty something for £30k per year
Wait until you can afford to hire a killer
Identifying 10x Marketers
So you're ready to hire a 10x marketer who will take your business to the next level?
But how do you tell the different between the former and the latter?
When you put your job advert out, do some research. Pretend you are an expert at marketing. Go look at other job ads they'll be looking at. What salaries are on offer? What do you need to offer to be competitive?
DM freelancers and agency owners. They might look successful from the outside, but most spinning their wheels trying to keep their head above water. More of them will be interested in your high paying role than you expect.
In your interviews, ask them to talk you through successful campaigns they have run before. You have to ask about numbers. Don't let them prepare this in advance. Ask them what cost per meeting they were getting and what their CAC was on each platform. Decent growth marketers live and die by their numbers and will be able to reel these numbers off to you.
If they can't, pass.
Ask them to send you screenshots of successful campaigns. Look out for metrics such as reply rates, meeting booking rates, cost per meeting, cost per acquisition etc
If you followed my advice above, by now you should know a thing or two about these numbers
If not, you need to find someone that does
Look through your network. Find someone who is an expert in the space and ask them to help vet people for your new role. Hopefully you know someone well enough to ask this as a favour. If not, pay them for their time. It'll be worth it, trust me.
Incentives
Show me the incentives and I'll show you the outcome - Charlie Munger
Probably my favourite business quote of all time
I credit most of my success to hiring good people and incentivising them well
Pay your new gun a commission on:
- 'Meetins sat' (not booked, because you want them generating high quality leads that show up to the meeting)
- New clients signed, but only if the average CAC for that month is below a certain figure
Make sure if you win, they win
Then let them do their job
Summary
There is no place in business for 1x marketers. They can be replaced with a $20/m AI subscription.
10x marketers are worth their weight in gold, but you'll need to open your wallet pretty wide to get one.
If you've got someone with the potential to be a 10x marketer, but they aren't quite there, I can teach them
Want to learn more about me teaching your team to build a world-class B2B demand gen system in-house?
Book a free strategy call with me here:
