Scaling App Marketing Teams from Scratch

Lisa Kennelly, Chief Marketing Officer of Fishbrain, emphasizes the importance of differentiating roles such as product designers and marketers, highlighting the need for a dedicated marketing team with expertise in brand guardianship and strategy. She discusses the challenges of marketing an app with no initial revenue and the shift in focus from simply claiming market share to exploring different monetization models, such as subscriptions and community support, in response to evolving app store dynamics and user expectations. Kennelly underscores the significance of branding in customer acquisition and the potential of overlooked niches, like fishing, for monetization. She advocates for investing in design resources to strengthen marketing efforts and stresses the importance of understanding user personas and community engagement for app growth. With the decline of traditional tracking methods like IDFA, she suggests diversifying marketing strategies to include awareness activities and social commerce while maintaining high standards and collaboration across teams. Kennelly also highlights the challenges of aligning user experience with revenue models and the value of direct customer interactions to enhance marketing strategies and expand app reach.