Don’t underestimate or overestimate marketing.
Always give it the respect it deserves.
If you underestimate it, you’re going nowhere.
Many entrepreneurs still believe a great product alone will bring customers. But no matter how great you think your product is, you won’t really know until customers pay with their wallets.
A great product is a key part of marketing—it’s the leading side. But reaching enough people who have a high chance of becoming your customers and asking them if they’d pay for it is the doing side of marketing. Without the strong leading side, the doing side won’t be very helpful.
To know if your product really works, you have to market it, get feedback, and keep tweaking it. That constant tinkering is the only way to create something customers truly want.
If you overestimate marketing, you might focus only on quick wins and instant results, losing patience.
If you only care about ROI, you might end up blowing your budget trying every paid channel for quick wins. But that usually means you’re ignoring SEO, content marketing, and email — the stuff that brings organic traffic and builds real long-term growth.
Especially in B2B, ROI isn’t something you can measure overnight. It takes time because sales cycles are longer and there are lots of people involved in the decision.
Yes, you can double down on what works, but first, you need to find where your customers actually are. Testing PPC ads is very different from social media ads.
Find your target audience, test your ads there, and if it works, then scale up.
But don’t be aggressive and use every platform. Be careful, especially with programmatic ads—they can be intrusive and push people away.
If Google Ads work for you, run them well. If LinkedIn works better, focus there.
Remember, Google Ads and LinkedIn ads are very different. People searching on Google often have a higher intent to buy, while LinkedIn users might be more interested in downloading your whitepaper or learning more.
Don’t forget to allocate budget and time toward organic marketing, even though it takes a while to see results. It may be slow at first, but the payoff is much bigger and longer-lasting.
Find the channels that fit your business and really focus your content there. For example, if you’re in manufacturing, LinkedIn is where you want to be. If you’re a solo builder, try both X.com and LinkedIn. And if you’re a travel brand, put your energy into X.com and Instagram.
You need to use both organic content and paid ads — but only if you have a solid plan that will work. Every industry and audience is different, and your customers use different channels for different reasons.