What a Growth Lead Really Does (and Why Most Marketers Get It Wrong)
Growth is one of those terms that gets thrown around a lot in marketing—but what does it actually mean in practice?
In this episode, we sat down with Robbie, Growth Lead at Enate, to unpack what growth really looks like inside a B2B SaaS company, and how marketers can think beyond just “top of funnel” activity.
So, what does a Growth Lead actually do?
At its core, a growth lead is responsible for impacting revenue across the entire funnel.
That could mean:
Driving more top-of-funnel leads
Improving conversion rates in the middle
Supporting sales and customer teams to close deals
Unlike traditional marketing roles, growth isn’t limited to one channel or function—it’s about finding opportunities across the business to move the needle.
The biggest mistake marketers make: doing too much
One of the strongest themes from the conversation was focus.
In startups especially, resources are limited. The temptation is to try everything—every channel, every tactic, every trend.
But that’s usually where things fall apart.
It’s far better to do 2–3 things exceptionally well than 10 things poorly.
The marketers who win are the ones who identify what works—and double down on it.
Standing out in a noisy world
With thousands of marketing messages hitting people every day, differentiation is harder than ever.
For smaller companies competing against big players, the trick isn’t to outspend—it’s to position yourself clearly.
Instead of trying to reinvent the wheel, you can:
Anchor yourself against known competitors
Highlight how you’re faster, cheaper, or more flexible
Speak directly to a specific audience
Clarity beats complexity every time.
Why attribution is still broken (especially in B2B)
Attribution is one of the toughest challenges in marketing today.
In B2B:
Sales cycles are longer
Multiple stakeholders are involved
Marketing doesn’t “own” the full journey
This makes it difficult to track exactly what drove a deal.
Robbie’s take? Data matters—but don’t ignore instinct.
Sometimes, your best insights come from:
Conversations with sales teams
Customer feedback
Pattern recognition over time
Content marketing: keep it simple
Content marketing doesn’t need to be overcomplicated.
If your content doesn’t:
Make someone feel something
Or drive them to take action
…it’s not doing its job.
Whether it’s video, social, or written content—the goal is the same: create something compelling enough to move people.
Brand building in startups: use your freedom
If you’re in an early-stage company with no brand guidelines—good.
That’s actually an advantage.
Without constraints, you can:
Experiment quickly
Test different tones and messages
Learn what resonates
Mistakes at this stage are low-risk—but the learnings are high value.
The most overlooked part of the funnel
Most companies obsess over top-of-funnel activity.
But the real opportunity?
👉 The middle of the funnel
This is where:
Leads are handed to sales
Deals are won or lost
Revenue actually happens
Marketers who stay involved here—through enablement, content, and collaboration—become far more valuable to the business.
Final advice for marketers
Robbie leaves us with two simple but powerful takeaways:
Don’t try to do everything
Focus on what works and execute it wellMake time to think
Strategy comes from clarity—not constant execution
In a world obsessed with doing more, sometimes the real advantage is stepping back and thinking better.
Robi O'Cleirigh: Linkedin
Suds Singh: B2B Video Content Specialist London for Interesting Content, LinkedIn.
YouTube: https://youtu.be/M-oDMAMLdtA?si=prAPQb47vo63J6Z4
Spotify: https://open.spotify.com/episode/7tPxiENtEnUxZqPuOWjD96?si=nplEUSpnRAeedG1mnDHjpA