How do you make marketing actually drive results, not just add to the noise?
Whether you’re leading marketing at a big company or running a tiny startup, that’s the one challenge every marketer faces.
For startups and solo businesses, most advice feels completely unrealistic—too many platforms, too many tactics, not enough time or resources.
For corporate marketers, it’s often disconnected from business impact—focusing on brand awareness, reach, or engagement while missing clear ROI.
But after working on both sides—from large corporate teams with dedicated specialists and budgets, to scrappy startups with no safety net—I’ve learned something important:
The lessons that help small teams survive are the same lessons that help bigger companies cut through complexity and drive real business results.
This post isn’t about dismissing either side—it’s about sharing what actually works when marketing needs to do its job: Move the business forward.
What I Had to Unlearn Going From Big Companies to Startups
I’ve worked in both worlds.
At big companies, marketing often focuses on brand reinforcement:
- Stay visible.
- Build long-term trust.
- Nurture leads over time.
The focus tends to be on long-term brand equity—and you have the luxury of playing that game, because you’re already known and resourced.
But in startups, everything shifts.
Nobody knows you.
Nobody’s waiting for your next post.
And if you don’t capture attention fast, they’ll forget you.
When you’re small, marketing isn’t just about building a brand.
It’s about:
- Getting attention.
- Being memorable.
- Driving sales and leads immediately.
You still care about trust—but first, you have to earn attention and prove your value.
Most traditional marketing advice just doesn’t fit in that world—because it’s not designed for companies starting from zero.
What Actually Works (and the Tools That Help)
1. Prioritize ROI, Not FOMO
Forget chasing trends and trying to be on every platform.
Ask:
- Where do my people already pay attention?
- What actually drives business results—not just vanity likes or impressions?
That’s where you need to focus… whether or not it’s trendy or glamorous.
And here’s what’s critical:
- Tactical advice isn’t one-size-fits-all. On top of research (if you have that luxury!) you still need to experiment and find what works for your business and audience.
- But whatever you choose—commit to it.
- Don’t just post and ghost. Engage. Build relationships. Participate.
Also—give it time.
Marketing takes longer than most people expect.
Pick a time frame—three or six months—and fully commit before deciding whether a platform or tactic works.
The biggest mistake? Spreading yourself too thin before anything has a chance to work.
2. Play to Your Strengths (and Use Tools to Help)
Leaning into your strengths isn’t just efficient—it’s sustainable.
- Love writing? Stick with written content.
- Prefer video or audio? Focus there.
Use AI and automation tools to amplify your strengths, not replace them:
- AI writing assistants for faster drafts.
- Scheduling tools to automate posts.
- AI transcribers to turn video into written content.
Let tools simplify your process—but don’t let them dictate your strategy.
3. Automate Admin, Not Relationships
Automation is great for backend workflows, but don’t automate your human interactions.
Respond to comments, engage with followers, and handle customer conversations personally.
That’s where trust and relationships are built—especially for small businesses, and it’s where fans and advocates are built for larger companies.
4. Stick to a Simple, Sustainable System
Consistency isn’t just about algorithms or audience-building. It’s about timing—which is the hardest part of marketing to control.
Marketing ultimately comes down to:
- The right message
- To the right audience
- At the right time
You can control the first two fairly well. You can refine your message. You can target the right people.
But timing? That’s tricky.
You don’t always know when your audience will need you.
Their business priorities change. Budgets shift. Personal situations evolve.
That’s why consistency matters so much.
You need to keep showing up—not to flood their feed, but to be visible when they’re ready.
That moment might not be today or tomorrow—but when it comes, you’ll already have built familiarity and trust.
Start here:
- Choose one primary content format you are good at and/or enjoy.
- Focus on one or two platforms where your audience spends time already — be it video platforms (my favorite!), social media, messaging apps, email, or even face to face events, etc.
- Set a repeatable publishing/engagement rhythm—whether weekly, biweekly, or monthly.
Consistency beats complexity. Every time.
Practical Lessons I Wish I’d Learned Sooner
1. Block Time Every Day for Outreach and Content
In startups, most people still don’t know you exist.
In corporate marketing, your customers are busy and again… will forget you exist.
Set aside at least one hour every morning—before the day’s chaos begins—for:
- Creating content
- Building connections
- Reaching new people
Marketing isn’t one-and-done. It’s daily work to stay visible long enough for people to care.
2. It’s Okay to Repeat Yourself (In Fact, You Should)
Another trap I fell into, both in corporate and startups: Thinking I had to say something new all the time. I’d think, “I already posted about this last month—I can’t say it again.”
But here’s the truth:
If it worked—say it again.
Most people missed it the first time—or forgot it.
If a message brings leads, engagement, or sales, use it again. Smart repetition isn’t lazy—it’s effective.
3. Proof is Everything in B2B (Get Testimonials Early)
Here’s something I learned the hard way: Nobody wants to be your test case.
In B2B, clients aren’t just evaluating your product or service—they’re protecting themselves from risk.
They’re asking:
“If I hire them, am I putting myself or my team at risk?”
That’s why social proof matters:
- Case studies
- Testimonials
- Proof of results
Even if you can’t name clients, start documenting wins. Ask for testimonials early and often.
Trust isn’t automatic—it’s earned by showing how you’ve helped others.
And testimonials are easier to get if you’ve already put in the time and energy to build your relationship and trust with that client by giving them your personal attention (see above about automating admin, not relationships).
Why These Lessons Matter Inside Corporate Marketing, Too
These aren’t just startup survival tactics—they’re core marketing principles that apply in every organization.
Here’s why:
If you’re in a larger company—especially at the leadership level—your job isn’t just to grow metrics. It’s to drive business impact.
Marketing inside big companies, it’s easy to get stuck chasing vanity metrics like followers or email open rates. Those things are just easier to track.
Being a marketer in a startup forces you to think differently:
- Focus on outcomes, not activity.
- Connect marketing efforts directly to leads, opportunities, and revenue.
- Simplify and prioritize. Always ask: Does this truly move the business forward?
You don’t need to run your corporate team like a scrappy startup—but borrowing this mindset will sharpen your results.
Results-first marketing isn’t just a startup survival skill. It’s a leadership skill.
In Closing: You’re Not Failing—You’re Playing a Smarter Game
If you’ve felt overwhelmed by all the things you’re “supposed to do” in marketing—whether in a startup or big company—you’re not failing.
You’re seeing through the noise.
The real game isn’t about keeping up with trends and tracking vanity numbers. It’s about:
- Doing what works.
- Staying consistent.
- Focusing on results—not just activity.
That’s how you create meaningful marketing—without burning out.