At HubSpot! we followed a similar path. In the early days! paid advertising drove about 50% of our demand! providing predictability. But as we scaled! we invested more in creative! high-leverage channels like search! flipping the ratio to where search eventually generated 60% of our demand — an absolute game changer for our scaling strategy.
Pro tip: Look at affiliate programs or creator collaborations to add creative twists to predictable channels. These types of partnerships can offer unique distribution angles that set you apart from competitors.
3. Find unique leverage points.
As Kieran points out during the podcast! the most successful distribution strategies find a unique angle within existing channels. Especially when a channel is already crowded! it’s no longer enough to just participate — you have oman telegram data to stand out.
A great example of this is Genius.com! which became the top lyric site by adding user-generated content like annotations to song lyrics. This feature increased each page’s value and helped them rank higher in search engines — not because they had the best product! but because they found a new way to use user interaction to boost visibility and engagement.
Pro tip: Segment your distribution channels into “known” (predictable) and “unknown” (risky! high-impact) categories. This helps you balance stable growth while testing new! high-upside channels.
4. Find asymmetric opportunities.
Distribution success often comes from identifying asymmetric opportunities — channels or strategies that offer disproportionately high returns with relatively low input. These opportunities typically arise from an ability to see what others miss.
As Kieran explains! “To get real leverage in distribution! you need someone who can creatively explore unproven areas while still applying process and rigor.” This means your team can’t just be focused on optimizing what’s already working — they need to be competitive! inventive! and unafraid to experiment.
A powerful example of this was a company the best guide to creating a I worked with in Brazil! which was targeting heads of logistics in a niche B2B market. Instead of going after traditional channels! we found an asymmetric opportunity by licensing popular business content (like James Clear’s Atomic Habits) and adapting it into Portuguese. This created a unique! localized offering that resonated with their audience in a way no one else was doing.
Don’t Neglect Distribution
Distribution isn’t a side concern for startups — it’s everything. To scale your business! you need a startup distribution engine that’s both predictable and capable of delivering high-leverage growth.
By focusing on the right channels! balancing predictability with creativity! and always looking for asymmetric opportunities! you’ll be in a much stronger position to grow your business.
To learn more about marketing startup distribution engine strategies! check out the full episode of Marketing Against the Grain below:
This blog series is in partnership business sale lead with Marketing Against the Grain! the video podcast. It digs deeper into ideas shared by marketing leaders Kipp Bodnar (HubSpot’s CMO) and Kieran Flanagan (SVP! Marketing at HubSpot) as they unpack growth strategies and learn from standout founders and peers.
