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 the right people, testing demand, and asking them to buy is the doing side.
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.
When you chase quick wins and instant results, you lose patience. If you obsess only over short-term ROI, you may burn your budget testing every paid channel, while ignoring SEO, content, and email—the channels that compound and drive 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 decision makers are involved in the sales process.
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.
Identify your audience, test one or two relevant channels, and scale only after you see traction. Don’t spread yourself thin. Be cautious 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, these channels serve different intents. Google users often have buying intent. LinkedIn users are usually in learning or research mode—downloading a whitepaper or exploring solutions.
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:
-
Manufacturing → LinkedIn
-
Solo builders → X and LinkedIn
-
Travel brands → X and Instagram
You need to use both organic content and paid ads — but only if you have a solid plan in place. Every industry and audience is different, and your customers use different channels for different reasons.