The Azumuta Playbook: Why Hiring Junior Marketers Almost Derailed Their Growth
Every bootstrapped founder faces the same temptation: hire junior talent to check boxes while conserving cash. In a recent episode of Category Visionaries, Azumuta founder Batist Leman revealed how this common strategy nearly stunted their growth – and how they turned it around.
The Cost-Saving Trap
“In the beginning we hired… not the most expensive people. And so that was a mistake,” Batist admitted candidly. “There were junior people, just graduated, didn’t have a lot of experience. And so it was really hard.”
This initial approach reflected a common founder mindset: marketing is a cost center that needs to be minimized. But for Azumuta, a technical team building complex manufacturing software, this decision had cascading effects on their ability to reach enterprise buyers.
The Technical-Marketing Divide
The challenge was amplified by the company’s technical DNA. “We are quite technical team,” Batist explained. “I’m an engineer myself and then the first people that joined were developers.” This technical foundation meant they needed strong marketing leadership to bridge the gap between product capabilities and market needs.
Instead, junior marketers reinforced their natural tendency toward feature-focused communication: “We like to talk about features. That’s a classic, it’s not necessarily a mistake, but that’s a classic property of a startup.” This approach created a ceiling on their growth.
The HubSpot Turning Point
The breakthrough came when Azumuta shifted their hiring strategy. “We had some great hires from HubSpot,” Batist revealed. “So we are based in Ghent, Belgium, in Europe, and HubSpot has a headquarter there or has an office there. And so those people are coming from HubSpot, a lot of experience in marketing, and that really changed the game completely.”
The impact was immediate and measurable: “Since then you can clearly see it in our metrics. Like when did they join Azumuta? From that point on, you really see like a dent in our graphs.”
The Messaging Evolution
With experienced marketing leadership in place, Azumuta’s messaging began to evolve. “Now we are shifting our messaging from those features, more like about the bigger picture items,” Batist noted. Instead of technical specifications, they began addressing strategic concerns:
- Quality control and workforce management
- Defending against workforce aging
- Capturing tacit knowledge
- Scaling for demand spikes
- Competitive positioning
This shift enabled them to reach new decision-makers: “If you talk about features, then you can reach like your key users, your team leaders, operators, engineers… it’s less relevant for the C-level types. And of course, if you grow as a company, you want to sell more enterprise deals, you have to reach that C-level.”
The True Cost of Under-Investment
For Azumuta, the cost of junior marketing hires wasn’t just measured in missed opportunities. It manifested in:
- Limited access to executive decision-makers
- Messaging that failed to resonate with enterprise buyers
- Slower growth trajectory
- Need to eventually rebuild marketing foundations
- Extended time to reach product-market fit
Building for Enterprise Scale
The experienced marketing team helped Azumuta define their ideal customer profile with unprecedented clarity. As Batist explained, they identified specific criteria like “discrete manufacturing… companies that are building complex products that takes a long time to make” and situations “when it costs a lot, when someone makes a mistake… because there is a danger for recalls.”
This precision enabled them to build an effective enterprise marketing motion, transforming how they positioned their value to the market. The lesson was clear: in B2B enterprise software, marketing expertise isn’t a cost to minimize – it’s a critical investment in growth.
For technical founders following Azumuta’s path, the message is clear: while bootstrapping requires careful resource allocation, under-investing in marketing expertise can create a ceiling on growth that no amount of product excellence can overcome.
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