How to build effective marketing from scratch: lessons from Symmetrical.ai
Marketing is one of the most important tools that can decide the success of any business. But to be effective, it has to be well planned and built into the company's wider strategy. Piotr Smoleń, CEO of Symmetrical.ai, shared his experience, which can be a valuable guide for anyone who wants to build marketing from scratch.
Watch the conversation (in Polish).
Full episode of the SUURowo o marketingu podcast.
1. An effective team is the foundation!
Before building a team, it is worth thinking about its size. The bigger it is, the more people need to be coordinated, which can slow down decision-making. At Symmetrical, the marketing team currently consists of two in-house people, a content agency (SUUR Marketing) and a performance expert, which is enough to manage marketing effectively and adapt it to the company's needs.
2. Story-based marketing
Piotr notes that a company's marketing success often depends on its ability to tell stories. When Symmetrical changed its offer, it did not hold big meetings or plan a rebrand. Instead, it focused on changing how the brand was perceived by telling a new story.
3. The role of personal branding in B2B
From Piotr's perspective, personal branding - the personal brand of the founder or company leaders - has become the most important element of marketing. With over 20,000 followers on LinkedIn, Piotr writes his posts himself, testing different topics and experimenting to see what resonates with his audience.
4. Experiment-based marketing
Creating an effective marketing strategy is not only about following set patterns, but also about constant experimentation. Piotr started building his personal brand by testing different topics and checking which ones generated the most engagement.
5. The right scale of activity
Piotr points out that marketing in a small company does not have to mean intensive, expensive activities. Symmetrical initially focused on being present at big events, but over time moved to smaller, more intimate ones.
6. How to measure marketing effectiveness?
As CEO, Piotr assesses marketing effectiveness through several metrics: lead generation, demo bookings and Customer Acquisition Cost, as well as newsletter open and click rates.
7. The most expensive marketing lesson
Piotr also shares his most expensive lesson: marketing activities done because "everyone was doing it" or "we've always done it". Making marketing decisions without thinking carefully about who your audience is and what problems they have can lead to costly mistakes.
Summary: how to build effective marketing?
Building effective marketing is much more than testing different channels or creative ideas. It is a well-thought-out process that combines experimentation with a deep understanding of the market, your clients and your own organisation. At the heart of effective marketing is authenticity.
Want marketing that works for your business?
We design and deliver B2B marketing - from strategy, content and social media to personal branding and marketing outsourcing.