I have to confess that when I made the leap from enterprise B2B tech marketing to a startup, I quickly learned that it wasn’t just about switching jobs, it was about completely reshaping how I think about marketing. I traded the comfort of relative stability for a world of rapid experimentation and bold, calculated risks. The pace was intimidating, but it’s exactly in that environment that I discovered its true fascinations. Every misstep became a valuable lesson, teaching me to lean not into what I knew but to stay alert and hungry for new ideas and ways of thinking. And, here’s more to what I’ve learned:

1. Forget your rigid playbook

In enterprise, we’ve probably grown (too) comfortable with long campaigns and a checklist of procedures. At a startup, that playbook gets tossed out the window in exchange for rapid experimentation.

  • Run small experiments, track what’s working, and pivot quickly if something isn’t delivering.
  • Not one that man of us from enterprise marketing would be used to is perhaps the constantly iterative, lean process where every failure may just be a stepping stone to a better idea.

2. Resourcefulness when resources are scarce

In large companies, there’s often a safety net of budget and manpower. Startups, on the other hand, demand a bit of scrappiness.

  • Every dollar (and skills) count. Use low-cost channels, clever hacks, and DIY tactics to get your message out there.
  • Leverage network and community may sometimes be the best marketing after all – think organic and word-of-mouth.

3. A growth mindset (Yes, fail forward)

In enterprise settings, failure can be a big deal. But in startups, it’s practically a badge of honour (well, not all, but many).

  • Not every idea will stick, and that’s okay. Learn from each misstep and keep moving forward.
  • Every tweak that brings us closer to a breakthrough is a victory worth noting.

4. Wearing multiple hats

In a big company, our role might be laser-focused in a specific area. But in a startup, you might just end up finding yourself juggling content, social media, product marketing, you name it.

  • Well, embrace the opportunity to learn new skills. The breadth of experience you gain will be incredibly valuable!
  • It’s not always about doing everything but doing what moves the needle most effectively.

5. Align with the “why” behind the hustle

At the enterprise level, many of us might be reinforcing a well-established brand narrative. In a startup, our role is to help build that narrative from the ground up (how exciting is that!).

  • Try to understand the mission and vision of the startup you join. Your marketing efforts should be a natural extension of that story.
  • Always remember: people buy into passion and authenticity, not just polished campaigns that may come across as “framed”.

6. Speed and customer feedback

One of the biggest differences between enterprise and startup marketing? Feedback loops. In a startup, every customer interaction is a chance to iterate.

  • Don’t guess—experiment, measure, and learn through the use of, for example, A/B testing.
  • Listen actively and use every piece of customer feedback as a compass for the next move.

My thoughts

If you’re on this journey, remember that every misstep is a lesson in disguise. Embrace the fast pace, lean on your sklll, and stay connected to the startup’s core vision. Before you know it, you’ll not only be adapting, you’ll be thriving.

What’s your experience been like switching from the corporate world to startup life? Drop your thoughts and tips below—I’m always curious to hear new perspectives!