As an entrepreneur and new business owner, you need to devote yourself first to getting your product or service ready to sell -- and then quickly making money. But, along the way, you also need to decide: Should you think about hiring someone to do your marketing right away, or wait to see how business goes?
We asked a network of Princeton alumni entrepreneurs when they themselves started to focus on marketing their business, and not just selling. Here, they told us, is they found their marketing talent.
They are the marketing talent!
Two of the alums said that they are the marketing talent for their organizations. Robin Resch of the Robin Resch Studio, pointed out, “I am a one-woman show, so my skills stand out and are always developing.” Harriet Donnelly of e5marketing, which provides marketing support for a Princeton entrepreneur, noted that, “We are the marketing talent. New people are brought in on project work at first and offered a job if they fit in with everyone else and care about the work they produce.”
两位校友企业家分别是自己公司的营销人才。罗宾·雷希(Robin Resch)建立了以自己名字命名的工作室，她说：“这就是我自己的舞台秀，我的技能总有用武之地，同时也能得到发展进步。”e5营销公司的哈丽特·唐纳利(Harriet Donnelly)为另一位校友企业家提供市场营销帮助。她说：“我们是一个营销人才组织，首先为新项目招纳新人，只要他与大家各方面都很融洽，并且工作认真，就会为他提供工作机会”。
Many shared their belief that networking is a great source of marketing talent, and that networking sources might range from local universities to contacts provided by the Enterprise Development Corporation (EDC), a nonprofit advisory and support group for entrepreneurs. As a business school professor, I also encourage my students to take on marketing projects for local startups. That provides them a means of putting their new skills to use and at the same time helping a new entrepreneur. We encourage our colleagues to rely on their trust networks, meaning people who are already trusted colleagues, to offer advice and help.
Recruit talented, trustworthy friends
One entrepreneur, Maximilian Huc of GoJobio, noted that his marketing talent is, simply . . a friend. “I was lucky enough to having a friend hop on board who is the 'marketing talent,' and I honestly don't know what I would have done to fill his position if he had not,” Huc told us. Clearly, it pays to have talented friends that you can trust.
All of the above
Finally, one alum entrepreneur, Austin Lewis Hollimon, of Commit Youth, said that a co-founder of his had the requisite marketing talent, and that they then continued to use their networks to expand their marketing capabilities. “Marketing talent is something we're always looking to expand upon. Fortunately, we have a co-founder with experience in marketing for the Philadelphia '76ers," Hollimon said. "Based upon his contacts and our connection to a Princeton alumna,Maisha Walker, we are consistently in contact with leaders in the marketing industry, and we use their advice to help us grow.”
最后还有一位明矾企业家奥斯汀·路易斯(Austin Lewis Hollimon)，他创立了青年部落这个公司，说自己的合伙人正好具备市场营销才能，他们联手继续扩大自己的市场营销实力。奥斯汀说，“我们一直在寻找这种具备这种才能的人，很幸运，一位合伙人恰巧是这样一位人才，他在费城一家名为‘76ers’的公司提供市场营销服务。基于他的联络人以及一位普林斯顿校友麦莎·沃克的帮助，我们与营销业的企业龙头保持一致的步伐，借助他们的建议帮助我们发展”。
The lesson? Marketing talent is all around you. When you are ready to take that next step, you’ll know where to find it!