There are 3 main kinds of marketing that startups will need depending on where they are on their journey to scale: performance, product, and creative. You may need one, you may need all. Here is what they look like:


Performance Marketing

By nature, startups like to engage in performance marketing because they need solid results in order to become viable businesses—and there’s no time to waste. This type of marketing is data driven and includes strategies like:

  • Marketing operations, including establishing a framework to measure success

  • Demand/lead generation

  • Funnel development

  • SEO

  • Paid campaigns

  • Analytics, analysis, and optimization

best marketing books for startups

Product Marketing

This type of marketing is all about understanding where your brand stands within your market and identifying ways to present a clear (and sellable!) position. Want your share of the market? Product marketing is how you’ll do it. It can include:

  • Competitive analysis

  • Customer avatar development and segmentation

  • Empowering the sales department with pitch decks, print materials, and more

  • Content creation, including for internal and external placement, supporting prospects and customers

creative marketing ideas for startups

Creative/Brand Marketing

Every brand has a story, and you may not realize it yet, but your story is important to the growth of your startup. No one wants to be sold to, so people don’t usually fall in love with products—they fall in love with brands. If your company isn’t speaking the customer’s language, it can’t sell, period. Here are some examples of creative marketing:

  • Messaging

  • Visuals

  • Websites

  • Social advertising

  • UI and UX of products

I’ve worked with some amazing brands