Building the product is hard. Getting it in front of the right people is a completely different challenge — one that most technical founders aren't equipped for.
The good news: you don't have to hire a full marketing team to get traction. What you need is one sharp growth marketer who believes in what you're building and wants skin in the game.
What to look for
A good growth marketer for an early-stage startup isn't the same as a corporate marketing manager. You want someone who:
- Has run campaigns independently, not just executed someone else's strategy
- Can point to real outcomes — traffic numbers, conversion rates, revenue impact
- Is comfortable with ambiguity and can move fast without a big budget
- Understands your space or is genuinely excited to learn it
Where to find them
The obvious places — LinkedIn, job boards — tend to attract people looking for salaries, not equity partnerships. If you want someone who thinks like a co-founder, you need to find them where co-founders hang out.
Communities like LaunchMate are built specifically for this: founders post their live products, and marketers pitch to join as equity partners or on a paid basis. The filtering happens naturally — only marketers who are genuinely interested in your product will reach out.
Equity vs paid
This depends on your stage. If you're pre-revenue and cash-strapped, equity makes sense — but be realistic about what you're offering. 2% for a marketer who's going to grind for 12 months is a hard sell. Think 8–15% for a meaningful co-founder arrangement.
If you have some revenue or funding, a paid arrangement (even a modest retainer) combined with a smaller equity stake is often more attractive and shows you value their time.
The pitch conversation matters
Once someone expresses interest, treat it like a co-founder interview — not a job interview. You're evaluating fit as much as they are. Talk about your vision, your current traction, and what you actually need from them in the first 90 days. The best matches come from honest, specific conversations.
Ready to find yours? Browse growth marketers on LaunchMate →