How to decide where to focus your marketing

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Startup marketers need to do more with less.

→ The easiest way to start?

→ Focus your efforts at a specific seniority level.

The biggest issue we see with startup marketing teams is spreading their efforts too thin.

Not only do they try to crack multiple channels at once (i.e. running podcasts, ads, LinkedIn thought leadership, SEO, etc.)...

...they also try to mix and match which roles they want to reach.

You can greatly increase your success as a marketer on a budget by focusing on the right level of seniority for your specific business model.

There's four dimensions to determine where you should focus:

1) time to value

2) length of implementation

3) ACV

4) growth model

You should focus on the end user if:

1) your time to value is immediate (like measured in minutes)

2) your require no implementation

3) your ACV is tiny (free to $10-20 a month)

4) you using product-led growth

You should focus on middle management if:

1) your time to value is more modest (30-90 days)

2) your implementation is moderate (with some dev support needed)

3) your ACV is lower (but still would require procurement)

4) you're going to market via traditional sales-led approaches

You should focus on the C-suite if:

1) your time to value is incredibly long

2) your implementation is 12 months or more

3) your ACV is incredibly high (8 to 9 figures)

4) your likely being recommended by consultants as part of large enterprise transformation projects




FletchPMM
Best Practices

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