In this series Intercom takes you inside the marketing lessons we've learned the hard, expensive and messy way. We include the insights that helped us grow from zero customers to more than 20,000, but we’ve been careful to be honest and have worked hard to avoid the usual truisms. Instead, we’ve focused on actionable advice we think will benefit any early stage startup – from crafting early messaging, to managing a product launch, to keeping product and marketing aligned.
There’s a common misconception about marketing at a startup. People think marketing means doing things like signing up on Product Hunt, writing a few blog posts about what’s wrong with your industry, cold-blasting a bunch of journalists with a press release, and then hoping for the best. There’s nothing wrong with doing those things – they are decent starting points – but marketing is significantly more challenging than following a playbook.
What you’ll hear in this series is a collection of lessons about marketing we at Intercom have learned the hard, expensive, messy way.