Olajumoke Adigun Champions the Truth About Marketing in Africa’s Business Ecosystem

Olajumoke Adigun, a seasoned Product Marketing Manager with over five years of expertise in B2B SaaS product marketing, is taking a stand against the myths and misconceptions surrounding marketing in the African business landscape.

With a track record of launching products that have generated over £3.5M in pipeline opportunities, increased engagement by 35%, and improved sales win rates by 30%, Olajumoke is poised to reshape how marketing is perceived and implemented across the continent.

Marketing in Africa is often misunderstood, with outdated practices and false beliefs limiting its potential impact on startups and the broader economy.

Olajumoke highlights some of the most pervasive myths:Marketing Equals Advertising: In markets like Nigeria, where the tech ecosystem raised $1.2 billion in 2022, startups frequently equate marketing with flashy campaigns.

True marketing, however, involves understanding audiences, crafting compelling value propositions, and building lasting customer relationships.

Marketing Comes After Product Development: The “build it and they will come” mentality often sidelines marketing during critical early stages.

Startups like Kenya’s Twiga Foods demonstrate the value of integrating marketing from the start, ensuring products address real needs and have a ready market.

Marketing Is a Luxury: Many African startups allocate less than 10% of their budgets to marketing, underestimating its strategic importance.

Companies like Estonia’s Bolt prove that prioritizing marketing early can lead to significant growth without exorbitant costs.Marketing Should Deliver Instant Results: The pressure for immediate returns often leads to abandoning long-term strategies.

Startups like Nigeria’s uLesson, which built its brand through steady community engagement, showcase the benefits of sustainable marketing efforts.“African startups must recognize that marketing is not an afterthought or a luxury—it’s a core driver of growth and innovation,” says Olajumoke Adigun.

“By embracing marketing as a strategic function, businesses can unlock their true potential and create lasting impact in local and global markets.”

Olajumoke’s insights underscore the need for a paradigm shift in how African startups approach marketing. Her advocacy comes at a time when the tech ecosystems in Nigeria, Ghana, and Kenya are primed to compete globally, but achieving this requires rethinking marketing’s role as a fundamental business function.

Olajumoke Adigun is a Product Marketing Manager with over five years of experience in B2B SaaS product marketing. Specializing in go-to-market strategies and impactful product messaging, she has consistently delivered results that align with organizational goals.