How should a successful marketing initiative for a startup operate? It’s possible to jump right into performance marketing immediately after launch, optimizing conversion funnels and squeezing every cent out of ad spend. But I think there’s an important step that precedes performance marketing: community development. Yesterday, I met with an entrepreneur who was researching how best to build a marketing team for her business. After having spoken to many other founders, she decided to prioritize community management before traditional marketing.