Brand marketing should lead product reality by 12 to 18 months
Kipp Bodnar · Hubspot CMO Kipp Bodnar: Why the Best Marketers Think Like VCs | 20VC w/ Harry Stebbings #930 · 20VC with Harry Stebbings · Sep 28, 2022 · at 24:22
Kipp Bodnar is the Chief Marketing Officer at HubSpot. He outlines a timeline framework for founders balancing brand positioning, product marketing, and demand generation.
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“And so the brand marketing work that you do is the longest part of your timeline. That's going to be 12 to 18 months ahead of the reality of your business and your product. It's the emotional benefit. It's pointing everybody to where you're going. Okay. Then the product marketing that you're doing, that's going to be basically, that's kind of like 90 days, four months, Ahead of where you are right now. You're previewing, you're given some roadmap, but like, it's largely in the here and now your demand generation is exactly in the here and now it is what is happening right now.”
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