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From zero to something: Bootstrapping product marketing

Membership content | Product Marketing | Articles

As any good product marketer knows, the essence of marketing is communication. I’d go as far as to argue that most startups fail to communicate successfully when positioning a product.

One of the most common mistakes marketers make is that they try to convey what’s in their heads rather than trying to understand the minds of their teams, their leadership, and their customers. But as a new PM, how do you begin to capture these insights? We’re gonna go through it step by step.  

It’s a tough hill to climb, so we'll focus on the following areas of discussion:

The role of communication

Let’s assume you're going to be the first product marketer at a startup. That’s communication’s job starts before you even show up.

It starts when you're interviewing, and this is something that a lot of people get wrong.

They don’t realize that you’re actually interviewing your employer. There are some key questions that you need to get to the bottom of to be able to do your job effectively.

So, let’s go through them here:

Written by:

Aneel Lakhani

Aneel Lakhani

Aneel Lakhani is the Venture Partner at Crane Venture Partners. He's an investor focused on pre-seed and seed in B2B, focusing mainly in SaaS and OSS in the UK and US.

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From zero to something: Bootstrapping product marketing