Today we embark upon an ambitious experiment to document everything I’ve learned [and continue to learn] about startup marketing. A great first step in any project is defining what you’re actually talking about. What is startup marketing? Specifically, what should marketing be at a tech startup?
Marketing means many things to many people, and can encompass literally hundreds of different marketing types, nuances, nooks, and crannies.
My simplest definition of startup marketing: Create more sales at a lower cost.
Everything you do is a means to that end – branding, awareness, social media campaigns, email campaigns, webinars, customer calls, collateral, whatever. A startup marketer’s job is to reduce friction in the sales cycle to make it easier for people to find, evaluate, and buy your product, then remain a loyal customer.