Why So Many Founders Get Marketing Wrong …and How to Fix It

If you’re a founder, you probably know how to build a great product, raise capital, and even hire a solid team. But marketing? That’s where many founders—especially in B2B and tech—go terribly wrong.

Marketing isn’t just about writing a few LinkedIn posts, launching an ad, or blasting an email campaign. Yet, too many founders approach it that way—thinking quick tactics will drive sustainable growth. The truth? Tactical, one-off, siloed marketing efforts rarely move the needle. If you want consistent success, you need a well-planned, multi-channel strategy.

Here are the most common marketing mistakes founders make—and what to do instead.

Mistake #1: Thinking Marketing is Fast and Easy

One of the biggest misconceptions founders have is that marketing can be executed at the push of a button.

Take email marketing as an example. Many think it’s as simple as writing an email and hitting “send.” But effective email campaigns require serious setup:

• Email verification & domain warm-up: If your email list isn’t verified, your emails might never even reach inboxes. If your domain isn’t warmed up, you risk getting blacklisted.

• Compelling subject lines: Too many founders write subject lines that trigger spam filters, killing open rates before the email is even seen.

• Tracking and analytics: Without UTM tags and tracking pixels, you won’t know which emails are driving conversions.

• Landing pages that convert: Sending traffic to a homepage (instead of a targeted landing page) often results in lost leads.

• Supporting campaign elements: A good email campaign isn’t just about the email itself—it needs to be backed by social posts, ads, and content to reinforce the message.

A well-executed marketing initiative is rarely an overnight effort. The setup often matters just as much as (if not more than) the actual execution.

Mistake #2: Expecting One Channel to Do All the Work

Some founders believe that if they just double down on one channel—be it LinkedIn, Google Ads, or cold email—they’ll generate all the leads they need. But relying on a single marketing channel is a recipe for stagnation.

Here’s why:

• Every channel has limitations. Organic social reach is inconsistent. Ads can be expensive. Cold emails suffer from deliverability challenges. No single channel is foolproof.

• Buyers move across multiple touchpoints. The average B2B buyer consumes 10+ pieces of content before making a decision. If you’re only reaching them in one place, you’re missing opportunities to reinforce your message.

• Marketing should build momentum. A LinkedIn post alone might not convert someone today—but when paired with retargeting ads, email follow-ups, and a compelling webinar, it creates a system that nurtures leads over time.

A multi-channel approach means you’re always present where your potential customers are—whether they’re searching on Google, scrolling through LinkedIn, reading an industry publication, or checking their email.

Mistake #3: Running Disconnected, One-Off Tactics

Founders often think of marketing as a series of disjointed tactics rather than an interconnected strategy. This leads to wasted budget and inconsistent results.

For example, running an ad campaign without a nurturing sequence is like asking someone to marry you on the first date. Or launching a PR campaign without an SEO plan means all that media coverage will fade into irrelevance over time.

Instead, marketing should function like an ecosystem, where:

• Your social content supports your email campaigns.

• Your PR efforts drive organic search traffic.

• Your paid ads retarget engaged website visitors.

• Your sales team follows up on leads warmed up by content marketing.

When all elements work together, each campaign builds on the last—creating sustained growth rather than short-lived spikes.

The Fix: Think Like a CMO, Not Just a Founder

The best founders don’t just think about short-term tactics—they think about long-term brand-building and revenue generation.

Here’s what that looks like:

• Plan for the long haul. Instead of chasing quick wins, invest in building a strong marketing foundation—clean email lists, well-optimized content, and a clear brand message.

• Embrace a multi-channel approach. Test different marketing channels, track performance, and create a system where they work together.

• Think strategically, not just tactically. Instead of asking, “What marketing can I do this week?” ask, “What marketing strategy will sustain my business for the next year?”

Marketing isn’t magic—but done right, it can be a powerful growth engine. The key is to move beyond one-off efforts and build a well-rounded, strategic approach.

If you’re a founder struggling with marketing, the first step is to stop thinking about it as a quick fix and start treating it like the business function it truly is.