You’ve built the product and found early traction. Now it’s time to grow. And suddenly, everyone’s talking about CAC, channels, and funnels.
If you’re a technical founder, don’t worry—marketing can be just as logical as code. Start with the right inputs. Test → Measure → Iterate.
Here are the key lessons we’ve learned from helping 50+ technical founders turn early traction into repeatable, scalable growth.
Step 1: Pick the right channel (It’s not just about the ad)
Not all channels are built the same—and neither are all buyers.
What are the different options you should consider?
Some common ones to consider:
| Channel | What it’s good for | When it works best |
|---|---|---|
| Paid Search (e.g. Google Search, Bing, Comparison Sites) | High-intent leads | People are actively searching for your solution |
| Paid Social (e.g. Meta, LinkedIn Ads) | Broad awareness and retargeting | When no one’s searching yet, or your category is new |
| Content, SEO | Educating buyers, long-term compounding | When you want to build trust and win search over time |
| Outbound Email / LinkedIn DMs | Targeted outreach | Best for niche B2B buyers or early sales testing |
How to choose the right channel based on buyer behavior?
Ask yourself:
How much do people already understand the problem you solve?
| Audience stage | How they think | Best channel |
|---|---|---|
| Problem + Solution aware | “I know I need a better X.” | Google Search, LinkedIn Ads, comparison pages |
| Problem aware only | “I’m struggling with Y but don’t know what to do.” | Content, social ads, founder-led videos |
| Neither problem nor solution aware | “I’m fine, thanks.” | YouTube, thought leadership, events, brand building |
Are you creating a new category?
- If yes, you’re likely building a movement from scratch. You’ll need to invest in content and social to build problem awareness first.
- If no, and you’re entering an existing category, ride the wave. Go where search volume and purchase intent already exist, and prove that you are the superior solution.
With these two pieces of information in hand, you’ll be able to zero in on the 1–2 channels most likely to drive results.
Step 2: Set up the right architecture
Think of this as your minimum viable growth stack—simple, scrappy, and insightful.
Get the basics of Marketing Analytics in place
Before launching any campaigns, make sure these are set up:
- Conversion tracking on key funnel steps (e.g. signups, demos booked, purchases)
- UTM parameters on every campaign link. This tells you which ad or channel is driving results—don’t skip it.
- Web analytics via GA4, PostHog, or Mixpanel. Pick one. Don’t wait—it’s painful to fix retroactively. Read more about MVP marketing analytics stacks here.
Assemble the Core Team & Tools
Even the best strategy won’t work without execution. At a minimum, make sure you’ve got coverage across:
- Writing ad copy
- Creating visual assets
- Setting up tracking and pixels
- Building and updating landing pages
- Analyzing performance data and spotting patterns
Whether it’s in-house, freelance, or AI-assisted—these are the building blocks of a solid growth loop.
Step 3: Launch
We’ll skip the basic how-to of setting up campaigns. Instead, let's focus on the critical parts that make or break early marketing.
Define the right Marketing KPIs
Your KPIs should match your current stage—whether you're still validating traction or optimizing what’s already working.
If you're just starting out:
Focus on conversion volume (not ROAS yet). Why?
- You need data to understand whether a channel has potential.
- Early performance will fluctuate—don’t panic.
- Use this phase to spot the weakest link in your funnel: Is it the ad, the offer, or the landing page?
Don’t expect cost efficiency right away. It’s common to see startups double or triple ROAS within 90 days by refining messaging, targeting, and creative.
Give it at least 4–6 weeks before making any big decisions.
If you're already seeing traction:
Now’s the time to zoom in on cost-efficiency metrics like:
- ROAS (Return on Ad Spend)
- CPA (Cost Per Acquisition)
- LTV:CAC ratio (if you have downstream data)
Define the right budget
Early budgeting is about balance: small enough to risk, large enough to learn.
- Too low? Platforms struggle to optimize, and performance will lag.
- Too high? You risk hitting diminishing returns fast.
Examples:
- Paid Search: Low search volume + high budget = wasted spend on low-intent keywords.
- Paid Social: Small audience + big budget = either (1) wasted impressions or (2) ad fatigue.
Launch, analyze, iterate
Once live, allocate time to review performance and make small adjustments every 1–2 weeks. Consistency trumps perfection.
Common traps Technical Founders fall into
We see these patterns again and again—especially in engineering-led teams transitioning into growth.
1. Focusing too much on “how it works” and not enough on “why it matters”
When you're close to the product, it’s tempting to lead with the tech. But most buyers aren’t evaluating your stack—they’re evaluating the outcome.
Tip: Always lead with benefits. Leave the technical magic into FAQs or follow-up content for those who want it.
2. Overlooking visual design and user experience
Functionality gets users in. Design earns their trust.
Whether it’s a landing page, ad, or onboarding flow—first impressions matter. And in 2025, clean, modern design is the baseline.
At a minimum, aim for:
- A clean, uncluttered layout
- Consistent, professional branding
- Visuals that guide (not compete for) attention
3. Overengineering the marketing stack
You love building systems—we do too. But early marketing isn’t about crafting the perfect setup. It’s about getting directional signal, fast.
Focus on answering one key question:
What’s working well enough to double down on?
Set up only what you need to learn and iterate. The fancy automations can wait.
4. Cutting off channels before they’ve had time to produce results
Marketing isn’t instant. Platforms need time to learn. Messaging needs to resonate.
If you shut things down after just a few days, you’ll miss the signal beneath the noise.
Give campaigns 4–6 weeks to calibrate before drawing conclusions. Test → learn → iterate.
5. Spreading resources across too many channels too early
You don’t need to be everywhere. In fact, trying to do too much too soon usually leads to poor learnings and wasted spend.
Start with 1-2 high-leverage channels based on your product and buyer awareness. Go deep. Validate traction. Then scale.
That’s a wrap! Hope this guide gave you clarity (and maybe a few “aha” moments).