Why Big Results Don’t Need Big Budgets: Noah Kagan’s Scrappy Tactics

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Why Big Results Don’t Need Big Budgets: Noah Kagan’s Scrappy Tactics

ISSUE #97

When it comes to marketing a startup on a tight budget, the rules are different. 

TOGETHER WITH

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When it comes to marketing a startup on a tight budget, the rules are different. 

You can’t just throw money at ads or hire a full marketing team—but that doesn’t mean you’re out of options.

Noah Kagan, founder of AppSumo, author of Million Dollar Weekend, and a veteran of Silicon Valley’s earliest successes, is the king of doing more with less. 

He built multiple 7-figure companies using what he calls “scrappy marketing”—practical, cost-effective tactics that turn small efforts into big wins.

If you’re looking for smart, scrappy marketing strategies that actually work, this week we’re diving into Noah Kagan’s playbook.

Let’s dive in ⬇️

DEEP DIVE – 

Part 1:

Who is Noah Kagan?

Noah Kagan has a resume that startups dream about.

He was employee #30 at Facebook, helped grow Mint to millions of users before it was sold, and later founded AppSumo—an online marketplace for digital tools that has helped thousands of entrepreneurs get the tools they need to grow.

Noah is famous for doing more with less, favoring creativity and hustle over massive ad budgets.

His philosophy? Scrappiness wins.

In a time where startups are drowning in competition, Noah’s lean approach has proven that you don’t need millions to make an impact.

His blog, podcast, and YouTube channel are filled with practical tips that startups can implement today to drive growth with limited resources.

 

Part 2:

Minimum Viable Testing – Think Small, Win Big

Noah swears by Minimum Viable Testing (MVT)—a method of running small, low-cost experiments to validate marketing ideas before investing heavily.

For instance, instead of investing in a full-blown product, test a simple landing page to gauge interest. You want to validate your idea fast and cheap before going all-in.

Real-World Example:

To promote AppSumo, Noah tested simple $50 ad campaigns on Facebook and Google Ads to see which messaging worked.

Instead of guessing, he used data from these small tests to scale up winning ads while discarding the ineffective ones.

Pro Tip:
Use SEMrush’s Keyword Magic Tool to discover highly relevant, low-competition keywords for your ads. By finding the right long-tail keywords, you can improve your targeting and maximize your ad spend without wasting money on broad, competitive terms. It’s an easy way to test what resonates with your audience before going all-in.

 

Part 3:

Use Free and Low-Cost Tools to Maximize Your Impact

Noah’s favorite part about being a scrappy marketer?

Using free or inexpensive tools to do the heavy lifting.

From list-building to design, there are countless tools that can help you look polished without the hefty price tag.

Here are a few free tools Noah consistently recommends

  • Semrush for an all-around free SEO, content and ads tool.

  • Sumo for capturing email leads with free pop-ups.

  • Canva for designing professional-quality graphics on the fly.

  • Google Analytics for monitoring traffic and engagement on your website.

Stat: 55% of marketers report that using free/low cost tools significantly improved their ROI efforts(NGDATA).

These tools give startups the power to compete with bigger brands—without draining your wallet.

FINAL THOUGHTS

Noah Kagan’s approach to marketing proves that being scrappy isn’t about cutting corners—it’s about being resourceful.

Whether you’re testing small or leveraging free tools, his tactics show that you don’t need a massive budget to see massive results.

Start small, iterate fast.

Thanks for reading

Thank you for reading today’s Growth Memo! We hope you enjoyed it.

See you in a few days!

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