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The Holy Grail of Marketing for Startups

A well-defined marketing strategy for Startups can be a 50-page thesis in itself. When you look for help online, there are millions of suggestions of what you should do, a gazillion blogs, and spreadsheets galore. With the dearth of information available, it can be pretty confusing for startups, especially those in the B2B tech space, to create a half-decent marketing strategy. 

In most cases, startups struggle with the know-how of marketing strategy or the budget to hire a person/team to implement their programs. These companies are also probably focused on bringing the best version of their product to market, with maximum importance given to generating revenue. 

So, what is the foundation for you to build your brand on and generate revenue? Let’s break it down into a few essential categories.

Brand Identity

Visualize your brand. How does it appeal to your target audience? Hire a designer to build the basics of your brand collateral, including logos, colors, font, and imagery. This is your basic kit for anything you create: a website, an infographic, an outreach email, or a presentation. Invest in your brand identity at the start of your journey, and you won’t have to keep reinventing the wheel over time.

Content Strategy

Content marketing is vital to the online discovery of your brand. The important question to ask is, what kind of content will be valuable to your audience? Break that down and see what fits within your schedule to create. There are enough and more AI tools out there to help you write, but it’s imperative that you create a voice for your brand. Don’t fall into the trap of publishing volumes and volumes of content that no one is going to take seriously.


Acquisition refers to getting customers and partners on board and engaging with them meaningfully. Create a program where you regularly engage with your customers and your partners. This will help bring more credibility to your brand and open a two-way channel for product/service development and feedback. A good acquisition program is a great way to assess the market for your offering.

Marketing Programs

Creating the right marketing program is tricky. Identifying the proper channels and creating meaningful content takes time and is usually an iterative process. The chances that your programs are hit-and-miss are high in the beginning stages, but you will learn to adapt your programs to the needs of your audience. There are excellent resources available to help you create good marketing programs that land well with your audience.

In Summary

It goes without saying that market research, social media, and competitive analysis are also fundamental to understanding the target market. However, it is essential to first get the basics right. 

Do it right the first time, and you won’t waste time fixing mistakes. Your marketing strategy should be flexible and nimble to adapt to changing market forces, growth, and everything in between. You will not generate great leads on the first day of your marketing program, even if it is a paid program. Revenue from marketing depends on how well you understand the needs of your audience, how much you stand out from the crowd, and how well your brand resonates with the target market.

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