Drew Spencer Leahy 🏒📈

Peanut Butter

--> Make good marketing, not just good content
--> We help B2B startups and scaleups create commercially effective content by blending the reach and recall of brand marketing with the positioning and persuasion of product marketing.
--> Meta, Grammarly, HockeyStack, Clay, CommonRoom, Allergan, Cognism, KlientBoost

(Coming soon) Brand Marketing + Product marketing

Clay

Product marketing

Common Room

Product Marketing

HockeyStack (YC S23)

--> Founding product marketer
--> Marketing analytics, attribution, incrementality, MMM

Head of Product Marketing & Competitive Intelligence 

KlientBoost

--> $20M ARR
--> $150K monthly new logo MRR
--> Voted #1 Best Place To Work by Glassdoor

The performance marketing agency that moves fast and breaks things... Like sales records, plateaus, and your competitors' hearts. The only things we don't break? Our promises and the bank

Director of Marketing

PatientNectar | Content Studio

*Acquired 2022

We're not an agency; we're a content studio.

We plan and produce limited-supply content that fills critical gaps in your practice's marketing program that agencies or in-house teams aren't equipped to fill. Because marketing in a world where no one cares what you shared yesterday will never work without quality, volume, speed and consistency, no matter how many agencies convince you otherwise.

Head of Product Marketing, Editor in chief 

DrewLeahy.com

Pushing marketing forward by taking a step backwards: marketing fundamentals. 

- Product marketing
- Brand marketing 
- GTM strategy 


DrewLeahy.com

Head of PMM & Brand

Incredible Marketing

Content Marketing Manager

SEO Lead

Product Marketing @ Common Room | Founder @ Watermelon PMM

Sow the seeds of empathy.
Fear the mediocre.
Cuddle with serendipity. 
Inspire the Uninspired. 
Read so that you can write.
Starve the Ego; feed the Soul.
Don't mistake activity for achievement. 
Learn the tricks, but not at the expense of the trade.

 <3

*** Excited to announce I’m ready for my next full-time opportunity ***

Here’s what I'm looking for (and could use your help with): 

→ PMM/Sr. PMM (series B+) 
→ Head of product marketing (A or B) 
→ Founding product marketer (series A) 
→ Head of brand (early stage) 
→ Head of content/comms. (running the product/brand playbook I posted yesterday) 

Why you should hire me: 

→ 12+ year in marketing, 9+ in leadership 
→ I love to build: companies, media engines, departments/functions, teams, GTM motions, processes
→ I’m hands on: equal parts strategist (positioning, narrative, messaging) and tactician (writer, designer, videographer) 
→ I’m principled: like, a nerd for the fundamental principles underpinning strong brand marketing and product marketing
→ I live for high growth: personal growth, company growth, team growth… I thrive in it all. 
→ I’m eternally hungry (maybe even a little obsessed with marketing ;) 

Why you should NOT hire me: 

→ You need someone to just execute, not support strategy or innovation (hire someone cheaper) 
→ There’s no safety for bold ideas or original thinking (I get it, but it's not for me) 
→ You want someone to “takeover” with no onboarding (this just never works) 
→ No managers/leadership have a family/kids (need some alignment on life stage) 
→ You need an analyst relations pro (not my expertise) 

Thanks in advance for any likes/comments/tags for reach 😘

Shoot me a DM if you're open to a conversation!

Drew Spencer Leahy 🥜

Product Marketing + Brand Marketing @ Peanut Butter (Coming soon)

Content is not a tactic or strategy. 

It’s a collection of media and formats. 

And when you put media and formats BEFORE marketing, you end up with highly engaging, highly random acts of content but few short-term or long-term commercial outcomes. 

This is the world B2B “content” has lived in for over a decade: too much focus on the content, not enough focus on the fundamental marketing principles that content serves. 

Content is a vessel. 

It carries a message.

It serves product marketing and brand marketing. 

But “content” is not a strategy or tactic by itself. 

I’m not saying the vessel isn’t important. Without the Trojan horse, the Greeks never would have gotten into Troy. 

Without engaging media, you may not get eyes on your message in the first place. 

But “content” doesn’t work unless it serves marketing. 

When content comes before marketing…

We romanticize the stories, the quality, the empathy, the value, the formats, and the concepts but we neglect the underlying marketing principles that content is supposed to serve.

We end up with disconnected, fragmented content across all our marketing functions and channels. 

We accumulate likes, downloads, and views but not long-term brand recall or short-term sales efficiency. 

And “content” ends up contracting an identity crisis within the org, taking orders from every department but never taking a seat at the big kids table. 

Content pillars, content brands, content programs, content IP, content strategies, media companies…

These are all conversations for scaling media, not scaling good marketing. 

They should all come AFTER good product marketing and brand marketing, not BEFORE it. 

To the B2B brands, stop putting the emphasis on the content and instead put it on how content can serve product marketing and brand marketing. 

You need a Head of Product Marketing or a Head of Brand Marketing, both of whom understand the fundamental principles of each function, both of whom own certain types of “content.”

You don’t need a Head of Content. Not unless it’s a content operations role who helps you scale product marketing and brand marketing media. 

To the B2B content marketers: drop the “content” from your title and start learning good product marketing and good brand marketing. 

Both are real marketing tactics with evidence-based guiding principles. Both will help you create more commercially effective media.

Instead of aiming to become a Head of Content, aim to become a Head of Brand or Head of Product Marketing. 

Otherwise you’ll be an order taker forever. 

P.S. The graphic below is a crude generalization, not a definite framework. Good brand marketing will touch out-market and in-market buyers just like good product marketing will. But, generally, product marketing own the rational communication of the product(s) which is mostly relevant for in-market buyers whereas brand owns the emotive communication of the brand (all of the products).

What is the importance of product marketing in content creation?

How does brand marketing contribute to effective content creation?

What should B2B brands prioritize over content creation?

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