Topics covered:

• How startup marketing channels typically evolve after founder-led sales
• Why the “bag of tricks” approach can derail your channel strategy
• How to gather early signals from sales, your CEO, and competitors
• Paid media: where it works best and why it’s often the first marketing lever
• Building a test-and-learn mindset vs. going “all in” on one channel
• Budgeting considerations: balancing paid vs. organic channels
• How scale-ups should approach channel audits and avoid plateauing
• The growing power of video, influencer, and in-app marketing
• The right time (and budget) to invest in analyst relations
• Why website ≠ channel (yes, this one got spicy)
• Final advice: run a channel audit, align with your sales & demand gen team, and rethink your content mix

Key quote:

“You will be shocked how much you’re spending per lead on channels you’ve never measured before.” —Chris

Notable Things We Said

Sandi:

“Just because a brand that’s your competitor dominates on one particular channel doesn’t mean you entering that channel means you too will dominate.”

Chris:

“There is no constant in marketing. You’re either learning or shrinking.”

Erin:

“A good content person is also keeping their eyes on the prize. Sometimes the biggest opportunity is using a familiar channel in a completely different way.”