In this episode of "Founders' Marketing Compass", Etgar Shpivak hosts Didi Azaria for an in-depth discussion on startup marketing. They explore how to define and determine the Ideal Customer Profile (ICP) and at what stage. Didi shares insights on setting clear success metrics, when to cut losses, and when to double down on investments. They discuss dealing with the challenges of incrementality in marketing and emphasize the importance of building a brand focused on specific segments rather than a general approach. Finally, they explain why traditional brand-building strategies are ineffective for startups.Chapters 00:00 Introduction and Background of Didi Azaria 01:42 Defining KPIs for Marketing 04:16 Balancing Short-Term Goals with Long-Term Vision 05:47 Importance of Building a Brand in a Targeted Niche 10:21 Common Mistakes Founders Make with Marketing Teams 11:40 Qualities to Look for in Marketing Leadership 13:52 Debunking the Misconception that Startups Are Likely to Fail 16:59 Advice for Running a Startup 18:47 Question Not Asked: Would You Recommend Anyone to Do This Job? Didi’s LinkedIn: https://www.linkedin.com/in/adiazaria/ 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. 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