How far ahead should I start pre-launch marketing?

Question

Efri Dereje · Accepted Answer

Start 3 to 6 months before launch. That is the window where groundwork compounds. Some channels need longer. PR needs 6 to 8 weeks. Analyst briefings take months. The "invisible marketing" phase is where positioning, waitlists, and credibility are built. The exact timeline depends on your product type and sales cycle.

Earlier than you think. Most founders start marketing 2 to 4 weeks before launch. By then, the window is already closing. Here is the timeline by phase, with tech examples.

Timeline Phase What to do Example 6 to 9 months before Invisible groundwork Positioning, buyer research, messaging, brand foundation. Write about the problem without mentioning your product. Brief analysts under NDA. A B2B SaaS startup briefs Gartner 6 months before launch so coverage is ready on day one. 3 to 6 months before Pre-launch foundation Waitlist page. Referral mechanic. SEO content. Thought leadership. Community presence. Dropbox launched with a 75,000-person waitlist built months before the product was ready. 2 to 3 months before Tease and warm Share the journey. Tease the product. Private beta. Collect feedback and testimonials. Superhuman ran a private beta for months. Robinhood grew a referral waitlist to 1M+ before launch. 4 to 6 weeks before Launch prep Line up Product Hunt, Hacker News, BetaList. Draft headlines. Schedule launch emails and posts. A SaaS app schedules its Product Hunt listing and prepares a "Show HN" post 4 weeks out. 1 to 2 weeks before Final countdown Media outreach. Embargo pitches. Final checklist. Brief your team. A consumer tech brand sends review units well ahead because reviewer calendars require that lead time.