BUSINESSGuides for startups & scale-ups
Guides for startups & scale-ups.
Answers to the questions founders and executives actually ask in growth phases – with templates, worked examples and sources. Written by Manfred “Luigi” Lugmayr, seven years as CMO.
Guides
Fractional CMO: cost and when it pays off
Fractional CMO for startups and scale-ups: pricing models, what drives the cost, comparison with a full-time CMO and an agency – and five signs it's time.
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Your startup's first marketing hire
When startups should make their first marketing hire, which profile fits (generalist, specialist, senior) and why a fractional CMO is often the bridge.
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Define your ICP (with template)
How B2B startups define their ideal customer profile: firmographics, triggers, buying committee, exclusions – with a fill-in template and validation with real customers.
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Positioning in 5 steps
Positioning for startups and scale-ups: 5 steps from alternatives and differentiation to the core message – with a statement template and a market test.
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Go-to-market strategy, step by step
Go-to-market strategy for B2B startups and scale-ups: ICP, offer, motion (sales- or product-led), channels, metrics and a 90-day plan – explained practically.
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Marketing budget by stage
How much marketing budget startups and scale-ups should plan: orientation values by stage, why CAC and payback matter more than percentages, with a worked example.
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AI in marketing: 10 use cases
Ten proven areas for AI in marketing – with effort, value and risk. For startups, scale-ups and mid-sized companies that want to adopt AI sensibly rather than frantically.
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GEO: get recommended by ChatGPT & co.
Generative engine optimization (GEO) for startups and scale-ups: why B2B buyers research in AI chats and how to get named in answers from ChatGPT, Perplexity and Google's AI.
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Marketing and AI, in plain words – on LinkedIn.
Follow Manfred “Luigi” Lugmayr for practical takes on strategy, AI tools and growth, without the hype.
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