Sunil Rajaraman (VP of B2B Marketing at GoodRx)

A CMO is unnecessary until after Series B

Because the early edges that some early digital marketers were able to exploit have been competed away, “old school” method are making a come back (direct mail)

Don’t hire marketing unicorns to solve all your marketing problems. Test channels, find ones that work, and hire a junior marketer with experience in those specific channels

Consumer marketing is way harder

Consider other actors, beside the end customer, that influence the purchase the decision when discovering potential marketing channels

With cold email campaigns, do things that don’t scale to stand out

To advance your career as a marketer, it pays to become a specialists in one channel

When marketing to a community, it pays to give asymmetric attention to the first couple thousand members

Sunil thinks a phone call to action in Google ads is a very effective tactic for high-dollar purchase (route ad audience to a call center to field leads)

There are so many ways to purchase B2B leads that once you nail product marketing to differentiate your offering, you are on your way to success