Startup marketing is not just marketing
You have your fair share of knowledge about marketing. Actually, you’ve had your experience in the field, and know how a marketing department runs in a larger corporation. Now, however, you decide to go into marketing of a startup, or better yet – your own startup. And that’s when you realise how different marketing is from, well, startup marketing.
Self-employed marketing consultant Kathrin Folkendt knows all about it. A few years back, she left her corporate career behind to become the Head of Marketing at Viennese startup Tupalo. “I noticed that although I had not changed my field of expertise, the scope of work was rather different and I was facing quite a challenge,” Folkendt told inventures.eu. “I didn’t know other startup marketers and sometimes it would have been great to have a chat, to get a second opinion, or just see how things work in another company.”
Photo: Heisenberg Media, http://www.heisenbergmedia.com/portfolio/item/startup-marketing-get-together/Now, however, there is a place for startup marketers to come together and share their expertise and know-how. Last week, this place was Sektor5, and the event the Startup Marketing Get-Together. The driving force behind it are Bernhard Holzer, in charge of corporate communications at Viennese startup zoomsquare and Folkendt herself.
The first of, what is planned to be, a series of such get-togethers took place on 28 February, and welcomed around 60 keen marketers from the local startup community. The main purpose of the initiative is to provide not only a networking opportunity, but an educational value added, too. Speakers were thus encouraged to share their knowledge and experience with the audience.
This approach to bringing startup marketers together appears to be crucial, as the exchange of expertise can turn many seemingly small ideas into sustainablestrategies. To be a startup marketer, “you need to be a generalist and a good multitasker,” Folkendt added. “You need to be a generalist with skills in all disciplines of the marketing mix.” Creativity is especially important. “With small budgets, great ideas matter even more.”
Experience, however, is perhaps even more important. There can’t be any results without trying multiple things out first. Or as Bernhard Hoetzl, co-founder of the Austrian startup kompany and former CMO of 123people quoted at the end of his presentation: “Screw it, let’s do it.”
See more images from the event on Heisenberg Media: http://www.heisenbergmedia.com/portfolio/item/startup-marketing-get-together/