Doing more with less: This is what marketers get asked for when they join an early-stage startup. British consultant Lucy Heskins knows firsthand how overwhelming that can be, which is why her services can both replace and complement early in-house marketing staff. Either way, it often involves educating the founders about the job to be done.
“Too many people fail to realize that marketing is the process of understanding your customers, building appropriate channels to reach them and ultimately meeting their needs (profitability),” she wrote on her site, Oh, blimey.
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Having earned “scars and stripes” at various startups, Heskins recently joined “tech for good” company Big Lemon as a part-time head of growth, but still offers her services to other teams as a SaaS and early-stage startup marketing consultant. If you are a marketer yourself or thinking of hiring one, read on: She shared some compelling insights with TechCrunch.
(This interview has been edited for length and clarity.)
How do you collaborate with the startups you work with as a consultant?
Typically I will work with startups in two ways. The first will be project-based. So for example, when they want to explore a potential new customer market or introduce a freemium strategy.
The other way is as a mentor or extension to their…