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Marketing roles in PLG vs B2B

about 2 years ago 3 mins read
Adam Schoenfeld
Adam Schoenfeld

*Thank you for being one of the* *3,000 early members* *and supporting PeerSignal research.

Welcome back to my almost-weekly newsletter where I share data and examples to help you study B2B sales and marketing.*

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Digging into some new data on marketing roles today.

A few surprises and a few differences between PLG and B2B companies...

I just posted a deck and charts here. πŸ“Š

Here's what stood out:

1.) Demand Gen vs Growth Marketing appears to be a false choice. There’s high demand for both role categories across models and stages.

PLG companies lean toward Growth titles -- 39% have open Growth roles vs 23% in other B2B.

But 33% also have open Demand Gen roles.

2.) The Growth vs Demand story changes by stage – as PLG companies scale they open more Demand Gen roles.

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3.) PLG companies are recruiting a wider range of marketing roles.

6/8 of marketing role categories analyzed are more common in PLG companies vs other B2B.

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4.) PLG companies are also hungrier for Community roles – 23% vs 15% in other B2B.

This aligns with previous research that showed ~2x higher owned community adoption in PLG.

5.) Content is fuel for any marketing motion.

**Content Marketers are in high demand in both PLG and other B2B.

~60% of companies analyzed have open content marketing roles** (writing, production, editing, etc).

This is the highest of any role category in our dataset.

6.) Product Marketing is relatively close to Demand Gen in our metric (% of companies with open roles).

This probably changes if we count the total roles, but its shows strong demand for PMM talent.

7.) Opinion: Marketing Ops recruiting is surprisingly low.

Only 15% of companies in our dataset have MOPs roles open.

This may be understated due to specific title matching – it will be interesting to look at Rev Ops (and other Ops title groups) as a point of comparison (coming soon!).

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You can dig into this more with the πŸ†• "Hiring" tab in your B2B and PLG Indexes (visible when logged in).

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For now you can filter for top-level functions + specific marketing roles.

I'll be added sales roles very soon!

I read all replies.

Best,

Adam