Knewton’s Head of Marketing and Communications Robbie Mitchell explains how he devised the in-house agency model, how it has given the company an edge, and why other startups should consider doing the same.
Invest in marketing early because product and marketing should grow up side-by-side.
Based on market reaction, startups can more easily challenge assumptions and validate product roadmaps.
Marketing is about testing what does and does not work and constantly improving.
Convince leadership that supporting marketing is fundamental to your startup’s success.
Build your in-house agency and in-team technical talent to enable marketing success.
Find people who want to sign up to work on marketing stuff from day one.
Ensure that everyone knows how to work together in unique ways that are facilitated by accessibility and sincere interest.
Ditch the roadmap mentality and track products that are most important to the company’s objectives at any given time which allows for spontaneous substitutions.