Unfortunately, a brilliant idea alone isn’t enough.
Success hinges on effectively connecting that idea with its intended audience. (We here at Mandel call it “marketing.”)
But it’s not always clear when a startup or early-stage company should start thinking about marketing–before or after product development, for example. The right time to start moving resources (money, time, and brain energy) from the business and invention of ideas towards marketing is a moving target. So we went to our network of thought leaders and asked:
“How important is marketing for an early-stage startup, and why? When should startups think about marketing and apply resources towards developing marketing efforts? Should they try to secure more funding or go after revenue and profit?”
These insights from seasoned entrepreneurs and marketing experts underscore the critical role of marketing from a startup’s earliest stages. They delve into why marketing is not just a promotional tool, but a fundamental driver of growth, validation, and ultimately, survival. From building brand awareness and generating early revenue to attracting investors and establishing product-market fit, these quotes offer practical advice and real-world examples. Discover why starting early, focusing on revenue, and understanding your audience are paramount to building a thriving startup.
Marketing Connects Early-Stage Startups to Customers
Marketing is absolutely vital for an early-stage startup. It’s the lifeline that connects what you’re building to the people who need to see it. When you’re in those early days, it’s easy to get caught up in product development or obsess over securing funding, but without marketing, even the most brilliant ideas can go unnoticed. In the beginning, marketing isn’t just about pushing a message: it’s about making sure the right people know about what you’re offering, building trust with them, and sparking that crucial first sale.
You really can’t afford to wait to think about marketing. Once you’ve got that first glimmer of a product-market fit, it’s time to get the word out. It might feel too early or not fully polished, but the truth is, the sooner you start, the better. Whether you’re sharing stories on social media, blogging, or just getting in front of people any way you can, it’s about starting those conversations early. It helps you test your assumptions, refine your messaging, and, most importantly, start gathering real feedback from the people who matter most: your potential customers.
As for the question of whether to focus on securing more funding or driving revenue, it’s a bit of a balancing act. While funding can provide breathing room and fuel for growth, revenue has a special kind of power. Having customers pay for your product shows you’ve got something that works, and it gives you the freedom to make decisions without constantly worrying about outside investors. Plus, generating revenue from the start sets the foundation for a more sustainable business in the long run.
That said, there’s no harm in seeking funding to scale: but if you can manage to bootstrap through early revenue, you’ll be in a stronger position. It gives you a sense of control and proof that your model can survive outside the investment bubble. If you can drive marketing efforts that result in revenue, that’s a much more powerful story to tell investors down the line.
At the end of the day, marketing is not a luxury for startups; it’s a necessity. It’s what helps you find your customers, keep them engaged, and turn those early interactions into something real. Without it, even the best product can get lost in the noise.
Peter Wootton, SEO Consultant, The SEO Consultant Agency
Early Marketing Validates Theories and Builds Trust
Marketing is just a must for any startup, and it’s always better to start early. While most founders at an early stage focus on product development, sales and fundraising, marketing is the motor that gets your engine running all day. Marketing is how you validate your theories, discover your audience and hone your message. A/B testing, landing pages, and early lead generation help you align your product to market demands and lay the groundwork for traction.
Marketing also improves your reputation and brand, which can have significant effects on revenue and funding opportunities. By demonstrating customer interest and early adoption through effective marketing, you can build trust with potential customers and show investors that your go-to-market strategy is viable. While balancing revenue and profit with funding is important, marketing helps drive both by creating a clear path to scaling your business.
Even Fusdahl Hulleberg, Chief Marketing Officer, Recharge Health
Start Marketing Early to Build Awareness
Marketing is absolutely critical for an early stage startup, and it should not be treated as an afterthought. The biggest mistake I see new entrepreneurs make is waiting too long to focus on marketing. Marketing is how you build awareness, attract your target audience, and validate your product or service in the marketplace. Without it, even the best ideas can fail simply because no one knows about them. Startups should begin thinking about marketing the moment they have a product or service concept. Early efforts don’t need to be expensive, but they should be strategic, like leveraging social media, partnerships, or prelaunch campaigns to generate buzz and test market demand. Marketing drives revenue, and that revenue becomes a powerful proof point when seeking funding later on. Investors want to see traction, not just projections, and marketing is how you achieve that traction.
I worked with a tech startup in Melbourne that had a brilliant software product but zero marketing strategy. They were bootstrapped and unsure whether to chase funding or start generating revenue. I advised them to allocate their limited resources toward building a targeted marketing campaign using organic and paid strategies. We defined their ideal customer, built a lead generation funnel, and focused on direct outreach combined with content marketing to establish credibility. Within three months, they landed two major clients, which generated enough cash flow to stabilize their operations and gave them the leverage they needed to secure funding. My background in helping businesses prioritize resources and create measurable strategies was key to making that happen. This is why I emphasize to all startups that strategic marketing from day one can make the difference between struggling to survive and thriving.
Ronald Osborne, Founder, Ronald Osborne Business Coach
Smart Marketing Is Crucial for Startups
Marketing is absolutely critical for an early-stage startup. When Lauren and I started The Gents Place, we had a vision and a passion, but without a marketing strategy, no one would have known about it. It’s not just about getting your name out there—it’s about creating a strong, authentic brand that resonates with your target audience. Early marketing efforts help you establish that brand identity, build trust, and show your potential customers that you’re serious. It also plays a big role in setting expectations for what your business stands for and why it’s different.
Startups should think about marketing from the very beginning. Even if you don’t have the biggest budget, you can start small. It’s about finding the right channels that will connect you to your audience, whether it’s social media, email, or grassroots efforts. The key is consistency. You need to be visible and keep that message going. Once you start building that brand recognition, you can gradually expand your marketing efforts.
When it comes to securing funding or focusing on revenue and profit, it’s a balancing act. You should absolutely work toward generating revenue as soon as possible—funding is great, but customers are the real validation of your business. That said, you can’t ignore the importance of a strong marketing strategy in helping you get there. If you have the right marketing in place, you’re more likely to build a customer base that supports you long enough to generate the cash flow you need to grow. It’s all interconnected—don’t underestimate the power of marketing in getting your business to the next level.
Ben Davis, CEO, The Gents Place
Marketing Validates Product-Market Fit
From my experience at N26 and now leading spectup, I’ve seen how crucial early marketing is – but it needs to be smart marketing. When I was at different working with brands like Audi and Zalando, I noticed that the most successful companies didn’t wait to start marketing; they began building their story from day one. At spectup, we often tell founders that marketing isn’t just about spending money on ads – it’s about understanding your audience and creating a clear message, which is essential for both customer acquisition and investor attraction. Here’s what I typically recommend: start with low-cost, high-impact activities like content creation and community building while you’re still figuring out product-market fit. I’ve seen too many startups burn through cash on fancy marketing campaigns before they’ve even validated their business model – that’s partly why 35% of startups fail due to poor product-market fit. When it comes to the funding versus revenue question, I strongly advocate for focusing on revenue first. At spectup, we’ve helped numerous startups grow by showing them how to use initial marketing efforts to generate early revenue, which then makes them much more attractive to investors. Remember, investors love seeing real market traction more than polished marketing materials.
Niclas Schlopsna, Managing Consultant and CEO, spectup
Marketing Is Everything for a Startup
Marketing is incredibly important for an early-stage startup-it’s not just a nice-to-have, it’s essential. When you’re building a brand, especially in a space like wellness, people need to understand who you are and what you stand for. For Bella All Natural, our marketing efforts have been key in sharing our mission of promoting natural health and wellness. It’s about creating a connection with people, so they not only recognize your products but also trust them. When you’re starting out, it’s vital to be proactive about telling your story, educating your audience, and making sure they understand the value you bring. You need to build awareness before you can build loyalty.
Startups should begin thinking about marketing from the get-go. A strong marketing foundation can really help you stand out in a crowded market. But it’s also about being strategic with your resources. In the early stages, you might not have a huge budget, so it’s about focusing on what resonates most with your target audience. Are you using social media to engage with health-conscious communities? Are you creating content that showcases your products’ benefits in real-life scenarios? These are the kinds of marketing efforts that can pay off.
As for securing more funding versus focusing on revenue, it’s a bit of a balancing act. For us, profitability was always a goal, but securing funding early helped us grow and scale faster. That said, it’s crucial to have a revenue model that works and proves the market is ready for your product. As you move forward, the priority should shift more towards sustainability and profitability-once you’ve shown traction, it’s time to focus on revenue.
Daisy Cabral, Dynamic CEO, Bella All Natural
Marketing Bridges Product and Target Audience
I learned that marketing is everything for a startup.
When I launched my business, I thought I could wait until I had steady revenue to start marketing. Big mistake. No one knew I existed. I set up a simple website, shared tips on social media, and joined local events. That brought in my first paying clients and got cash flowing.
Start marketing from day one, even if it’s small. It’s easier to grow with real customers than waiting for funding that might never come.
Zohaib Hassan, CEO & Founder, Plumbing Amarillo TX
Show Audience for Growth
A mistake startups often make is not thinking about marketing enough. They think that if their idea is good enough, and they have the technical infrastructure, they can get funding. However, funders want to know that there is an audience for your product, and that even if you don’t have revenue right now, you will eventually be able to get some.
Startups don’t need to invest tons of resources into marketing right away, but a smart social media campaign or a few well-placed ads that lead to newsletter subscriptions can show that you have an audience for growth.
Dan Brown, CEO & Founder, Textun
Need help with marketing your startup? Call Mandel Marketing.
The message is clear: marketing is not a luxury for startups—it’s the lifeblood. From validating your core concept and building brand awareness to generating crucial early revenue and attracting investors, marketing acts as the bridge between your vision and its realization.
Ignoring marketing, or treating it as an afterthought, is a recipe for disaster, no matter how innovative your product or service. The key takeaways emphasize starting early, even with limited resources, and prioritizing revenue generation as a powerful validation tool. Focus on understanding your target audience, crafting a compelling message, and consistently engaging with potential customers. While funding can be a valuable accelerator, it’s the proven traction generated through effective marketing that truly resonates with investors.
However, navigating the complex landscape of modern marketing can be daunting, especially for resource-strapped startups. Knowing what to do is one thing, but how to execute it strategically and efficiently is another. This is where expert guidance can make all the difference. If you’re feeling overwhelmed or unsure where to begin, contact the pros.
Mandel Marketing offers tailored solutions for startups, helping you develop a comprehensive marketing strategy that aligns with your specific goals and budget. From brand building and content creation to digital marketing and lead generation, we can provide the expertise and support you need to amplify your message, reach your target audience, and ultimately, achieve sustainable growth. We can even act as your fractional CMO to help build your marketing department and build your website.
Don’t let your brilliant idea get lost in the noise.