In the early stages of a startup, building a marketing function from the ground up requires a unique blend of speed and patience, akin to the dual-threat capabilities of both sprinters and distance runners. Alex Kracov, Lattice's first marketing hire and third employee, faced this challenge head-on when he joined the company at just 25 years old, armed with a diverse background but no prior experience in SaaS. His previous ventures included a dog treat delivery service and a group travel planning app, which equipped him with practical skills that allowed him to effectively execute marketing tasks rather than just strategize. Kracov emphasizes the importance of what he calls the "button-clicker test," which highlights the necessity for early marketing hires to not only conceptualize marketing strategies but also to implement them. He learned on the job, developing Lattice's marketing strategy without a predefined playbook. His insights into building a brand, honing messaging, and measuring success are valuable for any marketing leader or founder looking to establish a strong marketing foundation. The first step in Kracov's approach was to enhance Lattice's website, viewing it as a critical representation of the brand. He recognized that a well-designed website could lend legitimacy to a fledgling company and serve as a tool for capturing leads. Many startups make the mistake of underinvesting in their websites, but Kracov believed that a polished online presence could create a significant impact. Next, he focused on refining the company's messaging. This involved extracting insights from the founder, participating in customer calls, and analyzing competitors to craft a unique brand voice. Kracov's strategy was to distill complex ideas into clear, engaging messaging that resonated with the target audience. He adapted Lattice's messaging over time, shifting focus from OKRs to performance management based on customer feedback. As the brand and messaging solidified, Kracov began experimenting with various marketing channels. He advised against being overly cautious and encouraged a broad approach to testing different strategies. This included leveraging SEO, which he recognized as a long-term investment that should begin early, and collaborating with other companies for webinars to expand reach. Kracov also advocated for building a community around the brand through initiatives like a Slack community, dinner series, and a newsletter. These efforts not only fostered engagement but also created a platform for sharing valuable insights within the HR space. He highlighted the importance of integrating different marketing tactics, allowing each initiative to support and amplify the others. When it came to conferences, Kracov recommended a bold approach, suggesting that startups should aim to dominate their presence at events through strategic planning and creative marketing campaigns. He shared a memorable example of a campaign that involved sending branded coffee mugs to HR professionals, complemented by a multi-channel marketing blitz that generated significant interest and revenue. Throughout his journey, Kracov emphasized the need for patience and persistence in marketing. He advised tracking qualitative feedback and focusing on the quality of leads rather than just quantity. As Lattice grew, he recognized the importance of building a capable marketing team, hiring individuals who shared his entrepreneurial spirit and could execute tasks independently. In conclusion, Kracov's experiences at Lattice provide a roadmap for early-stage marketers. His insights into website development, messaging, channel experimentation, community building, and strategic planning offer valuable lessons for anyone looking to establish a successful marketing function in a startup environment. By prioritizing clear goals, fostering collaboration, and maintaining a focus on execution, marketers can effectively contribute to their company's growth and success.