One of the biggest mistakes companies make is to start writing random blog posts before the core pillars of the marketing engine have been put into place.
When you have a limited marketing budget, starting with people who are ready to buy today is the best way to generate quick wins.
Then, work backwards through to people who are trying to solve a problem and need nurturing by providing them with the right resources needed to help them make their decision.
Only then should you finally arrive at people who have never heard of you and are not in a buying window.
This process takes time and patience. Over time, however, you end up building an engine that compounds upon itself and lets you go after cold audiences in a much more convincing way.
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