Ask a marketer, what comes to mind when you think of branding? I bet you’ll think of phrases like “logo design,” “website building” and “advertising campaigns.” Indeed, marketers typically invest most of their time in the outward-facing elements of their brand. However, there is another, often overlooked aspect of branding that marketers don’t think about enough.
Every startup founder is faced with the same seemingly unanswerable question: how much time should you spend on marketing strategy versus tactics? In this post, I’m going to share one approach that will help you quit worrying about whether you’re spending too much time one or the other. Spoiler: it’s actually pretty easy. The Temptation
If you’re a startup founder who’s looking for someone to build your team, what do you look for in your first marketing hire? It’s a tough question. Before you start holding interviews for your first marketing hire, ask yourself this: what is the purpose marketing in the first place?
What does every (good) marketer do to develop a new brand? They spend time (and lots of it) trying to come up with a brilliant and unforgettable brand name. But despite all that hard work, great brands often die. Meanwhile, some brands that eschewed the traditional naming process manage to last decades. Is that fair?
Startups face no shortage of uncertainty, and nothing creates more uncertainty than going through a pivot. A pivot can be a soul-wrenching, sleepless, and hair-pulling ordeal that can leave you feeling like the whole startup thing was never worth it. That is, if you let it. But if you have the right attitude, a pivot
This post is Part III in series called “How To Pick a Target Market for a B2B Startup.” To start at the beginning, click here. Marketing guru Regis McKenna once wrote, “marketing people should be on the road half the time–meeting customers, talking to people, building relationships, and seeing where the next product is going.” You
This is Part II in a three-part series about finding your ideal target market. Click here if you’d like to start from the beginning. In part I of this series, I showed you how to use brainstorming and a bit of research to build a short list of potential target markets for your B2B startup.
In a B2B startup, there are two questions that you must answer before your company gets very far: what is the product, and who are you going to sell it to? In today’s post, I’m going to focus on the second question, and show you a 3-part process you can use to find the exact target
As a marketer, it’s not uncommon to feel tempted to emulate the marketing strategy of another company you admire. While there’s nothing wrong with drawing some inspiration from great companies, there’s a big risk involved with following someone else’s footsteps: they may be at a different point on the path, or might be on a different
If growth at your startup has stagnated, not knowing the cause can be enormously frustrating. The good news is that there’s probably a good reason your startup isn’t growing. In this post, I’m going break down three of the most common roadblocks so you know where to begin. The 3 Reasons Your Startup Isn’t Growing OK, there aren’t only
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