Content marketing establishes thought leadership and builds trust with potential customers by providing valuable, relevant content.
How tech startups can use content marketing:
Example: HubSpot's comprehensive inbound marketing resources attracted and educated prospects, establishing them as industry leaders.
Paid advertising can quickly drive targeted traffic and leads, but it's crucial to focus on profitability.
How tech startups can use paid advertising:
Example: Intercom used targeted LinkedIn ads to reach decision-makers in their ideal customer profile, driving qualified leads.
ABM focuses on targeting and engaging specific high-value accounts with personalized marketing efforts.
How tech startups can use ABM:
Example: Snowflake used ABM to target enterprise accounts, creating tailored content and experiences for each prospect.
Leveraging affiliates and partners can extend your reach and credibility in the market.
How tech startups can use affiliates and partners:
Example: Shopify's partner program incentivizes web developers and agencies to recommend and build on their platform.
While often considered traditional, events and trade shows can be powerful for B2B networking and lead generation.
How tech startups can use events and trade shows:
Example: Salesforce's Dreamforce conference has become a major industry event, showcasing their products and fostering community engagement.
Product-Led Growth (PLG) and content marketing are particularly valuable for startups in their initial stages. Here's why:
PLG puts the product at the forefront of customer acquisition and retention. It allows users to experience value before committing to a purchase, often through freemium models or free trials. This approach:
Content marketing establishes thought leadership and builds trust with potential customers. It:
Both PLG and content marketing create sustainable, scalable growth engines that can fuel a startup's journey to significant revenue milestones.
Many SaaS companies have leveraged these growth channels to reach $100M+ ARR:
These success stories demonstrate how effective PLG and content marketing can be in creating a strong foundation for future growth, often complemented by other channels as the company scales.