He added that Squarespace has always had a smaller marketing budget compared to other tech companies, but “that will continue into 2023. We have to tighten our belts and roll up our sleeves again.”
The business foresees that much of its growth will come from international markets. It is rolling out smaller campaigns in countries including Australia, Germany, France and the U.K. But, Lee cautioned: “We don’t want to be the American brand that shows up inauthentically in local markets. We have to get the humor and tone right.”
An example of this is a campaign it launched last year in the U.K. Directed by up-and-coming London-based filmmaker Raine Allen Miller, the spot about gossipy neighbors had a cheeky British tone.
Ultimately, though Squarespace went public in 2021, Lee believes what will help the company weather any storm is staying true to its creative, entrepreneurial roots.
“How scrappy and nimble we learned to be as a startup gives us a competitive advantage,” he said. “Our constant has always been creativity and an affinity for brand and helping people stand out. We’ve always told people that how you show up in the world and how you’re perceived online really matters.”
