Wightman: Overseas competitors often over-index on bottom-of-funnel performance marketing
Jackson Wightman · 15-20% Growth for 3 Years Without Adding a Single Hire · Dec 23, 2025 · at 24:11
Jackson Wightman explains where domestic consumer startups have a competitive edge against low-cost overseas manufacturers.
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“Consumer facing companies, consumer facing startups who are worried about competition from overseas, be that from China or be that elsewhere, may do well to understand that sometimes these overseas competitors don't have a full grasp of full funnel marketing spend, that they really tend to focus on the bottom of the funnel. And that they really tend to focus on performance marketing because performance marketing is generally fairly easy to attribute ROI to.”
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