In this captivating episode of Founders' Marketing Compass, host Etgar Shpivak sits down with Will Decker, a seasoned investor and advisor who built the media and retail programs at Plug and Play, where he invested in hundreds of startups and helped build nine unicorns. With a wealth of experience in data science, product management, and early-stage fundraising, Will shares invaluable insights on what makes a startup marketing team great. He discusses the importance of timing, traction, and crafting compelling stories for investors and customers. Will also reveal common marketing mistakes startups make and offer advice on how to avoid them. From the power of vertical marketing to hyper-growth challenges, this episode is packed with practical wisdom for founders navigating the complex world of startup marketing. Key takeaways: * The importance of crafting simple, compelling stories for both investors and customers * Traction and user growth are critical metrics for early-stage startups * Timing is crucial for startup success; early experimentation and deep industry knowledge can help validate timing * Starting marketing efforts too late is one of the biggest mistakes startups make * Vertical marketing can be highly effective, especially for B2B enterprise businesses * The challenge of maintaining a 360-degree view of customers as the company grows * The reality of startup life is often far from the glamorous myth; it requires hard work and persistence * Following your hunger and curiosity is key to finding fulfillment and success as a founder * Imposter syndrome is common, even during periods of success; founder communities can provide valuable support Chapters 00:00 Introduction and Background 02:50 Building a Great Marketing Team 04:32 Key Metrics for Assessing a Startup 08:00 Starting Marketing Early and Having a Clear Strategy 12:44 Validating Marketing Campaign Results 16:10 The Biggest Marketing Mistake Startups Make 18:11 Managing a Marketing Team 23:46 Following Your Hunger and Embracing Challenges Will’s LinkedIn: https://www.linkedin.com/in/willdecker/ Etgar’s LinkedIn: https://www.linkedin.com/in/etgar/ Thanks for reading Founders' Marketing Compass! Subscribe for free to receive new posts and support my work. Keywords: startup marketing, investor relations, customer acquisition, traction metrics, product-market fit, vertical marketing, founder advice, startup growth, marketing strategy, Silicon Valley, venture capital, startup challenges This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit etgar.substack.com