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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. 📊
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.
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.
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!).
You can dig into this more with the 🆕 "Hiring" tab in your B2B and PLG Indexes (visible when logged in).
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