Topics covered:How startup marketing channels typically evolve after founder-led salesWhy the “bag of tricks” approach can derail your channel strategyHow to gather early signals from sales, your CEO, and competitorsPaid media: where it works best and why it’s often the first marketing leverBuilding a test-and-learn mindset vs. going “all in” on one channelBudgeting considerations: balancing paid vs. organic channelsHow scale-ups should approach channel audits and avoid plateauingThe growing power of video, influencer, and in-app marketingThe right time (and budget) to invest in analyst relationsWhy website ≠ channel (yes, this one got spicy)Final advice: run a channel audit, align with your sales & demand gen team, and rethink your content mixKey quote:“You will be shocked how much you’re spending per lead on channels you’ve never measured before.” —ChrisNotable Things We SaidSandi:“Just because a brand that’s your competitor dominates on one particular channel doesn’t mean you entering that channel means you too will dominate.”Chris:“There is no constant in marketing. You’re either learning or shrinking.”Erin:“A good content person is also keeping their eyes on the prize. Sometimes the biggest opportunity is using a familiar channel in a completely different way.”

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