The marketing infrastructure has to be live before the first ad dollar — content engines, ad creative, platforms, email, analytics, and social proof.
Most work happens after launch, but the infrastructure has to be live before the first ad dollar — and you want to understand the playing field before you launch. There are two distinct channels:
Most brands run both: paid drives sales now, organic builds an audience for retargeting. Service marketing leans on Google Search, SEO, LinkedIn, and case studies over scroll-stopping creative.
Klaviyo and Google Analytics 4 must be live before any traffic — you cannot recover events that weren't tracked. The AI content saturation trap: the brands winning aren't posting the most AI content, they're posting AI content with a real human point of view layered on top. Use these tools to remove busywork, not to replace having something to say. AI allows much more content creation, but use it thoughtfully.