Alex Rosemblat AMA: From first GTM Hire to Public Company CMO

At a high-growth startup, staying ahead as a B2B Marketer requires nimbleness, the ability to scale efficiently, and a deep focus on tripling down on what’s working. Alex Rosemblat, former CMO of Datadog and a seasoned marketing leader, recently shared invaluable insights of how he navigated the experience of joining Datadog as the first GTM hire (and employee #11) to leading a team of 200 Marketers at the $44B public company. Alex's journey from the first marketer to CMO at Datadog is a testament to setting and surpassing goals. His approach centered on not just meeting, but exceeding targets for 40 straight quarters. He and his team always shot for 125% so that if everything didn't go perfectly, they'd still hit their goal for the quarter. Here are some highlights from his proactive approach to building a winning marketing function.

How to Scale a Marketing Org

One of the pivotal moments in any marketing leader’s career is the transition from managing a handful of people to supervising a team that might number in the dozens. Alex shared that going from a 5-person team to a 25-person team presented significant challenges, primarily around people management and being a second-tier leader. Alex emphasized the importance of being ruthlessly precise in defining the role and expectations for each team member. The mantra, "think long and hard about who you need," served as a guiding principle for his hiring strategy, one one he wished he had know earlier in his tenure at Datadog. It's so tempting to take the "easy" path when a candidate falls into your lap but oftentimes, they would regret that decision and need to make personnel changes down the road to actually meet the business need. Here are some key takeaways:

• Identify Your Needs and Hire Strategically: It’s crucial to think about what your team needs and to write down these requirements. Try to find people that fit these characteristics. Hiring should not be based on convenience or established relationships but rather on the specific needs of the team.
• You Need Product Marketing: Alex firmly believes that the first Marketing hire within a company should have a product marketing skillset (unless one of the founders does) to be able to effectively interpret the product for the customer.‍
• Specialize as You Grow: Early on, a team might consist of generalists who can wear multiple hats. However, as the team expands, it becomes essential to specialize. This specialization allows team members to focus on their strengths and contribute more effectively to the team’s goals.- ‍
• Communication and Alignment: Ensuring your team is aligned on goals and objectives is critical. Clear communication, setting expectations, and having measurable KPIs (Key Performance Indicators) help maintain focus, even as the team grows.

Focus on the Channels That Work

Trade shows often get a bad rap for being outdated or ineffective. However, Datadog's experience tells a different story. Under Alex's guidance, Datadog turned trade shows into high-ROI events, emphasizing that success in this arena hinges on precise execution and a deep understanding of the target audience. "Trade shows were our keystone," Alex shared. The secret? A relentless focus on meticulously calculated engagement targets and ensuring every interaction was insightful and memorable. Instead of succumbing to the allure of splashy gimmicks, Datadog centered its strategy on product demonstrations. "We leveraged the captivating visuals of our product, ensuring that it was always the star of the show. Our aim was to not just gather a crowd but to engage in meaningful conversations that could seamlessly transition into genuine sales opportunities."Here is some tactical advice he provided on how they made tradeshows their most effective lead gen channel.

1. Know Your Audience Inside Out - Before attending any trade show, conduct thorough research to understand the attendees. What are their pain points? What solutions are they seeking? This knowledge will guide your messaging and booth design.
2. Product Demos Win - Alex pointed out that Datadog's strength at trade shows lay in its visually appealing product demos. A compelling demo that clearly demonstrates value can attract more foot traffic and engage potential leads far better than any gimmick.
3. Measurement is Key -To determine the success of your trade show investment, Alex suggests working backward from your costs to figure out how many qualified leads you need to break even and eventually profit. Track every lead meticulously through the sales funnel to better understand your trade show ROI.
4. Leverage the Power of Visuals - In a sea of booths, visual appeal can make or break your trade show presence. Invest in high-quality, eye-catching booth designs that reflect your brand's essence and attract attendees from afar.

Leveraging Account-Based Marketing (ABM) for Hyper-Growth

While trade shows can bring in the quantity, ABM is all about quality. ABM allows you to laser-focus your marketing efforts on key accounts that are most likely to convert, offering personalized experiences that speak directly to their unique challenges and needs. "ABM is not just a buzzword; it's about fostering genuine connections with your prospective accounts," Rosemblat stated, highlighting the pivotal shift towards ABM in Datadog's strategy. By leveraging critical insights through tools like Bombora, coupled with platforms like Influ2 and Demandbase, Datadog managed to refine its focus and target accounts with unmatched precision. Here are some steps to ABM success according to Alex:

• Start With Insight - Tools like Bombora can provide incredible insights into what your target accounts are interested in, which is crucial for crafting personalized campaigns that resonate.
• The Importance of Alignment - Your sales and marketing teams must be on the same page regarding target accounts, goals, and messages. This alignment ensures consistency across all touchpoints, enhancing your ABM effectiveness.
• Content is King in ABM - Alex emphasizes the need for content that addresses the specific needs of each account. Utilizing testimonials, case studies, and product benefits tailored to the pain points of an account can significantly increase engagement.
• Evaluate and Optimize - Like any marketing strategy, ABM isn't set-it-and-forget-it. Regularly assessing campaign performance, tweaking messages, and refining your target list are essential to maximizing ABM's potential.

Alex highlighted that while embracing new digital marketing trends is vital, traditional methods like trade shows, when executed with a modern twist, and strategic approaches like ABM, remain incredibly effective. By understanding your audience, measuring your efforts, and personalizing experiences, you can unlock new growth opportunities for your B2B marketing campaigns. He also candidly demonstrated the ability, and challenges for a marketer to stay relevant and grow alongside the company, “...accepting the fact I don’t know how to do this probably at all.” This humility to recognize gaps in one’s knowledge and the eagerness to bridge them through continuous learning, mentoring, and brining on A players is what sets apart great leaders and ones that can go from first junior Marketing hire to CMO of a public company.