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Building a Product Is Hard, But Marketing It Might Be Harder
Startups often pour their energy into product development, team building, and customer acquisition. But without a focused marketing strategy, even the best ideas can fail to gain traction. From limited budgets to hiring uncertainty, marketing challenges are among the top reasons startups struggle to scale.
Here, members of the Forbes Communications Council share the top marketing hurdles early-stage companies face—and how to solve them.
1. No Clear Way to Measure What Works
Many startups operate without solid measurement systems, leading to scattered tactics and unclear results. Collaborate with sales and product teams to identify what drives growth and use data to refine your approach.
– Sean Lauer, Instruqt
2. Lacking a Sustainable Growth Engine
Startups need to align product, market, and channels. Solve a real problem in a scalable market, and identify repeatable ways to reach your audience.
– Bruno Estrella, Clay
3. Prioritizing Execution Over Market Understanding
Without deep audience insight, startups waste time on ineffective tactics. Start with customer research and unique selling points to sharpen your strategy.
– Natalie Silverman, GSCF
4. Navigating Tight Budgets and Too Many Options
With limited resources, it’s tough to choose between brand-building and lead generation. Focus on activities that balance both, and adjust with market dynamics.
– Dayle Hall, SnapLogic
5. Underestimating Marketing’s Impact on Growth
Many startups delay building foundational marketing like messaging and branding. Prioritizing marketing early reduces pressure on other functions and speeds up growth.
– Anka Twum-Baah, Chief Outsiders
6. Losing Authenticity While Scaling
Growth can dilute what made your brand unique. Maintain core values and your original mission to keep engagement strong as you scale.
– Kristin Russel, symplr
7. Ignoring Brand in Favor of Performance
Many founders chase quick wins through performance marketing but neglect long-term brand equity. Even small brand investments early on can fuel major future returns.
– Karina Kogan, Infinite Reality
8. Not Knowing Who to Hire First
Identify marketing skill gaps in your team and hire accordingly. Look for a “player-coach” who can lead strategy and execute tactics.
– Kelsey Flittner, Point One Navigation
9. Trying to Do Too Much at Once
Startups often spread themselves thin across too many platforms. Choose one or two channels that align with your target audience and double down.
– Jaime Hintz, Cogent World
10. Delaying Brand Identity Development
Skipping early brand work leads to inconsistency. Define your voice, visuals, and tone early—it will strengthen every future campaign.
– Victoria Zelefsky, Anne Arundel Economic Development Corporation
11. Forgetting to Keep It Customer-Centric
Always put the customer first. Use clear, relevant messaging and storytelling to build emotional connections and brand trust.
– Sandy Ono, OpenText
12. Making Decisions Without Enough Data
Startups often lack the data to know what’s working. Structured experimentation helps you gather insights quickly and course-correct fast.
– Liam Wade, Impression
13. Skipping the Unique Value Proposition
Without a refined UVP, marketing becomes guesswork. Clarify what sets your product apart and let that guide your messaging and channels.
– Kurt Allen, Notre Dame de Namur University
14. Struggling to Build Credibility
B2C startups should collaborate with micro-influencers; B2B startups can gain trust through thought leadership and partnerships with established brands.
– Persa Sakellaridi, Wikifarmer
15. Making Every Dollar Count
With small budgets and big goals, startup marketers must be resourceful. Leverage AI, experiment quickly, and stay data-driven to stretch every dollar.
– Loreal Lynch, Jasper
16. Choosing Cost-Cutting Over Authenticity
Using stock content and generic messaging may seem efficient but hurts brand recognition. Invest in quality, original content to connect meaningfully.
– Daniela Martucci, DMH & Associates Communications
17. Hiring the Wrong Marketer
Startups need people who understand their audience and growth stage. Look for marketers who know when to prioritize brand versus demand, not just generalists.
– Christina Hager, Crux
18. Limited Awareness and Trust
Startups often struggle to get noticed. Build visibility with consistent content, storytelling, and customer success case studies to gain trust.
– Maria Alonso, Fortune 206
19. Focusing Too Far Ahead
Startups often build long-term marketing plans before securing short-term wins. Focus on what works now, prove traction, then build for scale.
– Svetlana Stavreva
20. Balancing Idealism and Realism
Be passionate, but realistic about what’s possible. Know your limits—financial and otherwise—and prioritize where your time and energy go.
– Jennifer Best, JBNC Marketing
