Marketing ops encourage a high level of internal processes to keep the B2B marketing function running smoothly. But does this approach work for fast-paced startups or scale-ups that need to shift directions and test new ideas at the drop of a hat? 

On this episode of the FINITE Podcast, we’re joined by Adam Goyette who is currently VP Marketing at Help Scout and also an advocate for scrappiness in B2B tech marketing. 

Adam dives into what scrappiness in marketing means, if it’s a culture or mindset, the upsides and downsides of scrappiness, and his favourite scrappy-friendly tools. 

Listen to the full episode to learn about:

  • Adam and his role at Help Scout
  • How has remote work changed customer service? 
  • What does scrappiness mean in B2B marketing?
  • Does scrappiness only work for smaller organisations?  
  • Opportunities to be scrappy in B2B marketing
  • Why you don’t need advanced MarTech when you’re scrappy
  • Does scrappiness make it safer to fail? 
  • Does scrappiness unlock creativity? 
  • The downsides to scrappy marketing 
  • How to turn scrappy experiments into a scalable process
  • How can an organisation adopt a scrappy culture? 
  • Cheap MarTech for scrappy experiments  
  • The challenge of hiring a marketing team
  • The need for a formal marketing education

Find the full episode here:

And once you’re done listening, find more of our B2B marketing podcasts here!