Dive summary: 

• All marketing professionals can benefits from 4 marketing examples displayed in high-tech startups as explained by four c-level professionals in the Chicago scene.
• First lessons is to be purposeful; have a strategy and don't do something just to check a box. [see full list at Forbes]
• Other marketing lessons from startups include make new tactics happen quickly, use trial and error, and improve what is already working. 

From the article: 

"Be purposeful.

In order to establish yourself as a thought leader, be purposeful in your strategy. Don’t do something just to check a box. Before you decide to jump on an initiative, take a step back to evaluate the following:

(1) Does the initiative help establish credibility for your brand?

(2) Will you be reaching influencers and decision makers?

(3) How you will measure success?

This mentality helps to frame future marketing decisions, leading to more successful efforts overall. Take social media as an example (I see this come up over and over again when talking to marketers). If you want to ‘do’ social media, make sure it serves a purpose for your company. You must select the right channel(s) to focus on—Facebook may not be the optimal channel for your company—and have a unique point of view to share."