Once your product, value proposition, and sales engine are in place, marketing becomes the bridge between your solution and the customers who need it most. In this chapter of the Founders’ Guide, we explore how B2B software founders can build a focused, strategic marketing function, even without a dedicated team.

Early marketing often leans on founder networks, trade shows, or outdated tactics. But lasting growth means shifting from relationships to reputation, from activity to strategy.
We break down the customer journey from awareness to advocacy, showing how to tailor your message at each stage and use proof points to build trust. You’ll also find guidance on resourcing, managing your budget wisely, and tracking impact using the most appropriate metrics.

Whether you’re just starting or scaling up, this chapter helps you focus on what works, so your marketing drives real results.