Why most startup marketing fails, and how to fix it
Published on July 31, 2025 · Duration 00:54:05
Ever felt like your startup marketing efforts are just… not working? You’re not alone! Our favorite Bootstrapped for Cash hosts, Giorgio Azzinnaro and Iván Peña, sit down (bright and early on a Saturday, mind you – the dedication is real!) with the phenomenal Anastasiia Yuvchyk, Marketing Manager at the Swiss startup FOUND, to dissect why so much startup marketing falls flat and, more importantly, how to fix it. Get ready for some serious wisdom, a dash of humor, and an inspiring journey!
From War-Torn Ukraine to Swiss Startup Star: Anastasiia’s Powerful Journey
Before diving into the marketing trenches, Anastasiia shares her incredibly powerful story. Leaving her home in Ukraine at the outbreak of war, she bravely rebuilt her life and career in Switzerland, eventually landing her role at FOUND, a tech-enabled sales recruitment company that helps scale-ups find top sales talent. Her resilience and drive are truly motivating, setting the stage for a conversation rooted in real-world challenges and triumphs.
Marketing for Mortals: Unpacking the “Why” Behind the Failures
Our hosts, self-proclaimed “suck-at-marketing” indie hackers, don’t shy away from their struggles, making the advice incredibly relatable. Anastasiia cuts through the noise with practical, evidence-based strategies. Forget buzzwords; it’s about what actually works!
Here are some golden nuggets you’ll get from this episode:
- Evidence-Based Marketing is Your North Star: Anastasiia champions data-backed principles, heavily recommending Byron Sharp’s “How Brands Grow: What Marketers Don’t Know” as essential reading. The core idea? Focus on attracting new buyers, as increasing market share automatically boosts loyalty (the “double jeopardy” law!).
- Know Your Audience (Like, Really Know Them): Before building anything, or even marketing, you must understand who you’re building for, what they value, and where they “hang out.” April Dunford’s “Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It” offers a fantastic framework for this.
- The Battle for Attention is Real: In today’s overcommunicated society, you’re competing for awareness and attention. Your product needs to be “mentally and physically available.” Think of Al Ries’ “Positioning: The Battle for Your Mind” for timeless insights on owning a spot in your prospect’s mind.
- Quality Over Quantity (Yes, Even in Outreach): Forget generic templates! Personalized outreach, even if it means reaching fewer people, leads to significantly higher conversion rates. Make sure your message resonates with their specific pain points and offers genuine value.
- AI is a Tool, Not a Vibe: While AI can boost efficiency, Anastasiia stresses that it’s an instrument, not a marketing philosophy. The future is about human-to-human connection and authenticity. (Sorry, Giorgio, “vibe marketing” might not be the next big thing!)
- Build Community & Partnerships: Instead of trying to be everywhere, focus on building a dedicated community. Partnerships can be a game-changer, as seen with HubSpot, offering access to new audiences and invaluable insights.
- Embrace Transparency (But Smartly): The hosts debate whether their transparency about failures is counterproductive. Anastasiia argues that genuine, honest content, especially in an AI-saturated world, builds trust and showcases dedication—qualities that ultimately attract loyal users.
Tune In for the Full Scoop (and Some Saturday Morning Shenanigans!)
This episode is packed with actionable advice, relatable anecdotes, and a refreshing dose of reality for anyone navigating the tricky world of startup marketing. You’ll hear about Giorgio’s hangover, Anastasiia’s “migraine morning,” and the hosts’ earnest attempts to improve their own marketing game. It’s a candid conversation that will leave you inspired, informed, and probably a little amused.
Don’t miss out on Anastasiia’s wisdom and the entertaining banter. Listen to the full episode of “Why most startup marketing fails, and how to fix it” on Bootstrapped for Cash and start transforming your marketing approach today!
Guest Links & Recommendations:
- Anastasiia Yuvchyk’s LinkedIn: https://www.linkedin.com/in/anastasiia-yuvchyk/
- FOUND: https://www.getfound.io/
- How Brands Grow: What Marketers Don’t Know by Byron Sharp: https://amzn.to/4lOilOr
- Positioning: The Battle for Your Mind by Al Ries & Jack Trout: https://amzn.to/4lPrqq8
- Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It by April Dunford: https://amzn.to/4lT7Fy2
- Influence, New and Expanded: The Psychology of Persuasion by Robert Cialdini: https://amzn.to/4kTK2E1
- Giulio (G.) Segantini (for unconventional sales wisdom): https://www.linkedin.com/in/underdogsales/
