Learn how to choose the right marketing channels based on where your product and category fall on the technology adoption curve. From early adopters on Reddit to mainstream users on Meta and CTV, this guide helps tech founders build smarter, stage-aware growth strategies.

Most early-stage founders treat “marketing budget” as synonymous with ad spend—but that’s only the tip of the iceberg. This article unpacks hidden performance-marketing infrastructure costs and shows you how to ring-fence them from your ad budget so ROI calculations stay honest and optimization decisions stay sharp.