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MaRS Courses and Guides

Find articles, videos and courses on building your startup. Stay tuned for a fully searchable and discoverable library coming soon.

Activating your brand strategy

Congratulations! You have a business strategy. You know why you are in business, where you will compete and how you will win. You also have a brand strategy. You know who your customer is and what their unmet needs are. You know your competition’s strengths and gaps. You and your … Read More

Promise: What a brand promise is and why it matters

Back when the Internet was just out of diapers (that is, about 20 years ago), it was popular to say “a brand is a promise.” There wasn’t a brand consultant in the world who didn’t have that on a slide in their pitch deck. The business mind, obsessed as it … Read More

Pivots: Part 5 | Pivoting: Case studies
(PayPal, Flickr and YouTube)

This is from the lost section from The Growth Hacker’s Guide to the Galaxy. Mark Hayes and I wrote that book a few years back and went deep down a rabbit hole on the topic of pivoting. Before long, we had too much pivoting content and it got cut from … Read More

Pivots: Part 4 | Some pivoting myths

This is from the lost section from The Growth Hacker’s Guide to the Galaxy. Mark Hayes and I wrote that book a few years back and went deep down a rabbit hole on the topic of pivoting. Before long, we had too much pivoting content and it got cut from … Read More

A/B testing: Tips from a growth marketing pro

Jeff Goldenberg launched Abacus, a growth marketing agency, in 2016 with the idea that Abacus would be the best-paid social media and advertising company in the country. The company is well on its way. It’s become a Facebook partner agency and has produced some of North America’s most innovative social … Read More

Pivots: Part 3 | Why most startups fail at finding product–market fit

This is from the lost section from The Growth Hacker’s Guide to the Galaxy. Mark Hayes and I wrote that book a few years back and went deep down a rabbit hole on the topic of pivoting. Before long, we had too much pivoting content and it got cut from … Read More

Masters of Sales: Building a sales playbook—with Greg Karelitz

  Greg Karelitz, Global Manager, HubSpot for Startups, shares insights on developing an effective sales playbook for your team. He discusses what should go in it, how to start building one, what templates to include, and more. I’m Greg Karelitz, I’m the Global Manager of HubSpot for Startups. We build … Read More

Leveraging LinkedIn: A growth marketer’s secret weapon

“LinkedIn is a growth marketer’s best kept secret.” – Sergey Ross, growth strategist With over 104 million active users, it’s hard not to look at LinkedIn as a powerful acquisition channel for growth marketers. But beyond being an acquisition channel for lead generation, think of LinkedIn as part of your … Read More

Your guide to growing global: What to consider before expanding internationally

In an era when global expansion is more critical than ever before, choosing to go international can feel overwhelming. Yet the decision to enter a new global market can be rewarding and mark a milestone for your company’s growth. This article summarizes what you should consider before taking that leap … Read More

Purpose: What it is and why it’s important for your brand

Why are you here? This is the question purpose asks. Purpose is about social impact. It’s not about making money or being a leader in your category. Having a purpose acknowledges that you are not operating in a moral vacuum. It recognizes that your business has a social and environmental … Read More

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