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By Damilola Fatunmise
Olajumoke Adigun is a bold voice and a transformative force in Africa’s tech ecosystem, advocating for marketing as the engine that powers innovation and scales businesses. As a seasoned product marketing expert, she understands that groundbreaking technology alone is not enough; success lies in the ability to connect products with the people who need them most. With a career dedicated to shaping narratives, building trust, and driving customer engagement, Olajumoke has become a leading advocate for startups to prioritize marketing as a strategic pillar, not an afterthought. Her insights challenge outdated mindsets, urging founders across Africa to embrace marketing as the key to unlocking growth, securing investment, and reshaping industries.
In her role, Olajumoke knows firsthand that the key to bridging the gap between products and their market lies in effective marketing. Product marketing isn’t just about creating products; it’s about ensuring that the right people connect with the right message at the right time. It’s about using data to refine strategies and collaborating with teams to create value for customers. But despite the success of this approach in the global market, many African startups have yet to fully embrace the importance of marketing, often leaving growth and success to chance.
In ecosystems like Nigeria and Rwanda, where innovation is booming, a crucial mistake is often made: the neglect of marketing in favor of engineering. Founders may invest heavily in building groundbreaking products, assuming that a great product will sell itself. This mindset, however, is deeply flawed and has stifled the growth of many startups. The reality is that without visibility and a clear value proposition, even the best products will struggle to gain traction.
Between 2020 and 2022, Nigeria raised over $4 billion in tech investments, positioning itself as Africa’s tech leader. Yet, many Nigerian startups delay hiring marketing professionals until the product is ready, underestimating the importance of getting the word out early. Similarly, in Rwanda’s growing tech scene, more than 60% of startups allocate less than 10% of their budget to marketing during the development phase. This lack of investment in marketing stifles their ability to generate leads, create awareness, and build trust with potential customers.
This phenomenon often stems from the perception of marketing as an unnecessary expense rather than a critical investment. Founders with technical backgrounds tend to prioritize engineering over marketing, believing that a superior product will naturally attract customers. While product quality is important, without marketing, customers simply don’t know what the product is or why they need it. A study by the International Finance Corporation (IFC) found that African startups with dedicated marketing teams were 70% more likely to scale beyond their initial market than those without one.
Marketing isn’t just a tool for promotion; it’s a vital source of customer insights that can shape product development. Engaging with potential users early in the process allows startups to refine their offerings, ensuring they meet real market needs. One prime example of this success is Paystack, a Nigerian fintech startup that, even before its product was fully developed, invested in building a community of small business owners. This community offered valuable feedback that shaped Paystack’s product features and messaging. As a result, Paystack’s early engagement contributed to its eventual $200 million acquisition by Stripe in 2020.
In Rwanda, however, SafeMotos, a motorcycle ride-hailing app, provides a cautionary tale. The startup focused on building a solid platform but delayed its marketing efforts. Although the app was technically sound, it struggled to gain traction because users weren’t adequately educated about its value. This missed opportunity highlights the consequences of not integrating marketing into the product development process from the start.
The imbalance between engineering and marketing also reflects a broader cultural mindset. In many African countries, engineering is often seen as the “serious” work, while marketing is perceived as secondary or even superficial. This mindset undervalues the strategic role that marketing plays in driving growth. One Nigerian founder admitted, “We spent all our resources on development, assuming demand would follow. It didn’t.”
On the other hand, Rwanda’s Zipline, a drone delivery startup, offers a positive example of how integrating marketing with engineering can lead to success. Zipline invested heavily in building trust with stakeholders, including government agencies and local communities, positioning itself as a leader in medical drone logistics across Africa. The lesson here is clear: engineering and marketing aren’t competing priorities; they are complementary forces.
The economic implications of ignoring marketing are profound. When startups fail to scale due to poor marketing, it limits job creation, reduces investor confidence, and stunts ecosystem growth. The World Bank estimates that 80% of African startups fail within their first five years, with lack of market traction being a key factor. By sidelining marketing, startups reduce their chances of success and undermine the potential for sustainable businesses.
For African startups to thrive, they must reframe how they view marketing. It’s not about flashy ads or superficial branding; it’s about connecting with the people who will use, pay for, and advocate for their product. Founders must recognize that even the most innovative engineering is meaningless without an audience to appreciate it.
In the end, the balance between engineering and marketing doesn’t have to be a struggle. When startups invest in marketing early, alongside engineering, they position themselves not just to launch a product but to build a brand, attract customers, and achieve long-term growth. African tech ecosystems like those in Nigeria and Rwanda are brimming with potential, but realizing that potential requires embracing marketing as an essential part of the journey.
The future belongs to those who can build great products *and* sell them, those who understand that the best products deserve great stories, and who make marketing a priority, not an afterthought.
