Kyle Poyar

💵Buy attention WHILE you build it - A golden rule of Startup Marketing. 
 
 Post Series-A, the hype from your fundraising has died down. 
 
 You are heads down building the product, getting early users in, nailing down your ICP and use cases. 
 
 But minus the fundraising hype, your brand awareness is limited. 
 
 This is where paid ads are golden. 
 
 You could split it three ways:
 
 1️⃣ Brand awareness ads (20%)
 Make it memorable. Make it stop the scroll. Make them know who you are and what you do. 
 Serve to: Your main ICP + the larger market you are serving
 
 2️⃣ Account focused ads (60%)
 Promote content/viewpoints specific to your top accounts. 
 Serve to: Your main ICP at target list of companies.
 
 3️⃣ Additional pipeline ads (20%)
 Promote a benchmark, webinar, report or something educational to your 2nd/3rd ICPs and beyond. 
 Serve to: Your main ICP + ICP 2 & 3 + the larger market
 
 This serves your two main priorities: 
 - Increase pipeline & land meetings with your main ICP
 - Bring in prospects to test your additional use cases 
 
 P.S. Picture is from our inbound form :) 'Creepy ads' are where it's at. 
 
 #startup #marketing #ads