Unfortunately, advertising is often lumped into the broader task of marketing. To maximize your growth, however, generating exposure should be the last step of your marketing process. In this video, I talk briefly about how to build your sales funnel from the product out. Rather then spend a bunch of money on advertising to grow, you start at the conversion and retention stages and work backward to the stage where you build your exposure tactics.
This video was inspired by a talk given by Casey Winter, a Product Lead on the Pinterest growth team. Watch that video here.
To learn more about the sales funnel I mention in this video, download my free e-book New Business Engine.