Do not assume that everyone will market your projects successfully. Allocate your funds with caution, please don't jump into any relationship because not everyone can do it well for you. Just give value about your projects.
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I agree with your take. Caution needs to be taken while allocating finances to every aspect of the marketing process of the project from the start so as not to run into loss
Only engage marketing agencies who have been tested and trusted and have been able to give results not just with mere big names flooding everywhere.