Marketing Processes
Build Stage | $0-1M ARR | 1-10 headcount
Main challenge: Proving the business works. Founder-led everything.
Marketing Processes
Content Strategy
Stage-appropriate approach: Founder voice, problem-focused, low production value is fine. The goal is building credibility, not a content machine.
What works at Build stage:
- Founder thought leadership — LinkedIn posts, Twitter threads, short blog posts. Unique POV on the problem being solved.
- Design partner case studies — Even informal ones. "How [Company] solved [Problem]" is powerful social proof.
- Problem-focused content — Educate on the problem, not the product. This stage is about earning trust.
- Raw/authentic over polished — A founder's genuine take beats a polished corporate blog.
Content cadence:
- 1-2 LinkedIn posts/week from founder (takes 30 min total)
- 1 longer piece/month (blog, case study, or guide)
- Repurpose customer conversations into content themes
What NOT to do:
- Don't hire a content team — the founder voice hasn't been established yet
- Don't build elaborate content calendars — stay nimble
- Don't write product-focused content — too early, and it reads as sales-y
Website & Positioning
Stage-appropriate approach: Simple, clear, fast to update. Your positioning will change — don't over-invest in a fancy site.
What your Build stage website needs:
- Clear value prop — What do you do, for whom, and why does it matter? One sentence.
- Single CTA — "Book a demo" or "Get early access." Don't confuse with multiple paths.
- Social proof — Design partner logos, a quote or two. Even 2-3 logos matter.
- Basic "how it works" — 3-4 steps or a simple diagram. Don't over-explain.
What it doesn't need:
- Elaborate pricing pages (your pricing isn't set yet)
- Multiple persona paths (personas aren't validated yet)
- Feature comparison matrices (competition isn't on features yet)
- Blog/resource center (content can live on LinkedIn, Notion, or a simple page)
Recommended approach:
| Option | When to Use | Examples |
|---|---|---|
| Framer/Webflow | Flexibility needed with design skills | Fast iteration, no dev needed |
| Simple landing page | Just need something up | Carrd, Typedream, Notion-as-website |
| Founder-built | Coding skills and want full control | Next.js, Astro, whatever is known |
Iteration cadence:
Update your homepage headline/subhead monthly based on what language resonates in sales conversations.
Paid Acquisition
Stage-appropriate approach: Mostly premature. If running paid at all, tiny budget experiments only. This is learning, not scaling.
When paid makes sense at Build:
- You have a clear ICP hypothesis to test
- Organic channels are too slow to validate messaging
- You're willing to spend $500-2K/month to learn (not to generate pipeline)
When to skip it entirely:
- ICP isn't defined yet (money gets wasted targeting wrong people)
- Your product isn't ready for inbound leads at volume
- Other ways exist to get conversations (network, events, outbound)
If running paid experiments:
- LinkedIn Ads — Best for B2B targeting, expensive but precise
- Google Ads (branded/competitor) — If people are searching for your category
- Retargeting — Cheap way to stay visible to website visitors
Budget guidance:
- $500-2K/month max
- Run for 2-4 weeks, then evaluate
- Goal is learning (what messaging works? what audience converts?) — not lead volume
What NOT to do:
- Don't hire a paid agency — hard to manage what isn't understood internally
- Don't optimize for CPL yet — sample sizes are too small
- Don't scale before product-market fit is established
Community & Network Building
Stage-appropriate approach: Your network is your GTM at Build stage. Invest in relationships, not programs.
What works at Build:
- Founder's personal network — First 10 customers often come from 1st/2nd degree connections. Work your network hard.
- Design partners — 3-5 companies who get early access in exchange for feedback and case studies. Treat them like co-builders.
- Early evangelists — Individual champions who believe in what's being built. Stay close to them.
- Niche communities — Slack groups, Discord servers, subreddits where your ICP hangs out. Be genuinely helpful, not salesy.
How to build design partner relationships:
- Find companies who have the pain being solved (acutely)
- Offer free/discounted access in exchange for: weekly feedback calls, case study rights, reference calls
- Set expectations clearly — they're not just customers, they're partners in building
- Give them real influence on roadmap (within reason)
What NOT to do:
- Don't build a formal community (Slack/Discord) — too early, can't be supported properly
- Don't try to scale community programs — depth matters more than breadth at this stage
- Don't treat design partners like regular customers — they need more attention
Event Strategy
Stage-appropriate approach: Attend and speak, don't host. This is about building relationships and credibility, not running lead gen programs.
What works at Build:
- Founder speaking — Apply to speak at relevant conferences, podcasts, meetups. Your unique POV is the draw.
- Strategic attending — Pick 2-3 events/year where your ICP congregates. Go to meet people, not to scan badges.
- Small dinners/roundtables — Intimate gatherings with 6-10 target buyers. High-touch, high-value.
- Podcast guesting — Lower effort than conferences, builds credibility in your space.
Event ROI at Build stage:
Don't expect direct pipeline. The goal is building:
- Credibility (being seen as an expert)
- Relationships (people who might buy later, or refer)
- Market intelligence (what are people talking about?)
What NOT to do:
- Don't host a conference or major event — can't fill it, and it's expensive
- Don't sponsor big booths — ROI won't be there at your volume
- Don't measure event success by leads scanned — wrong metric at this stage