Do traditional marketing methods work best for user acquisition?

Edited excerpt from Ain’t Nothing Like The Real Thing by Rob Go:

I’ve been on a bit of a quiet campaign to meet a bunch of really strong user-acquisition folks at different startups in Boston and New York.

One thing that is surprising is that many of these people have limited marketing experience. What they do have is a highly analytical background and a mentality around experimentation.

On the flip side, more experienced marketers often enter a startup setting wanting to employ an older playbook to stick to things they know work, which sometimes isn’t a fit for what an early-stage startup really needs.

Notes:
(1) Cf. Three advantages of experimenting a lot.
(2) Cf. Instilling a culture of experimentation from day one.

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