Trying Isn't Enough
4 core marketing principles for Growth
The global startup economy is worth $3.8 trillion. Yet study’s show that almost 90% of start-ups will fail.
It’s crazy that both of those stats can be true at the same time.
So what exactly is going wrong with the 90%?
Well it isn’t from a lack of trying - Start-ups invest between 80% and 120% of their revenue in sales and marketing in the first 5 years of their existence.
But what many of them have learned the hard way - simply deploying Capital isn't enough...
Markets are crowded: Buyers have tons of options
Unique product features are rare
Cutting through all the noise is incredibly hard
Investing in marketing isn’t the same as knowing where in marketing to invest.
And start-ups don’t get many chances to figure it out.
I’ve been lucky enough in my career to have led marketing teams at G2, Thryv, Help Scout and others. And now help start-ups all like Gated, TestBox and Bonsai be part of the 10%.
This week I presented at SaaStock Dublin the 4 core marketing principles that have helped guide the growth at all of those companies:
The marketing teams turn speed and focus into a competitive advantage. The only do things which will move the goals they are after and they do them with speed.
They understand Demand Capture vs Brand Building and the importance of both in order to scale. 95% of buyers aren’t looking for your solution, how you market to them is as equally important as how you market the 5% who are.
They created brands and campaigns that cut through all of the noise.
Built a team culture focused obsessed with hitting their goals and being fearless in trying out new things to do so and having fun while they did it.
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