Rising above the noise is simple, refuse to participate. There’s no arguing that today’s B2B technology landscape is saturated – particularly for AI – but startups have always faced formidable challenges of distinguishing themselves without succumbing to the pitfalls of overpromising or overspending. The key lies in strategic, cost-effective marketing that highlights genuine value and […]
Author Archives: Ken Klapproth
Brand, Content Strategy, Execution, Go-to-Market Strategy, Lead Generation, Messaging, Sales
Curating Trust – Engineering More Growth from Testimonials
19
Feb
Feb
The internet is basically a carnival of overhyped marketing claims—every SaaS solution is “game-changing,” every enterprise platform is “revolutionary,” and somehow, every product is “the industry leader.” Prospects have heard it all before, and frankly, they don’t believe us anymore. The only thing they do believe? Proof. And nothing delivers proof better than customer success […]
Execution, Go-to-Market Strategy, New Product Introduction, Product Development
How to Stop Your Product from Becoming a Swiss Army Knife of Mediocrity
12
Jan
Jan
In the relentless pursuit of innovation, technology startups often fall prey to “feature creep” – the gradual addition of unnecessary features that dilute a product’s core value. This well-intentioned expansion can lead to bloated products, resource drain, and a muddled value proposition. To maintain focus during growth, startups must vigilantly guard their core mission. Feature […]
Execution, Go-to-Market Strategy, Lead Generation, Sales, Uncategorized
Stop Selling Alone – How to Clone Your Founder Sales Genius
29
Dec
Dec
For most startups, the founder is initially the most effective salesperson – carrying all of the passion for their brainchild in every conversation. Transitioning from founder-led sales to a scalable, repeatable sales process is a pivotal milestone for technology startups aiming to accelerate growth and achieve market dominance. This evolution involves shifting from the founder’s […]
Awareness, Brand, Go-to-Market Strategy, Messaging, Value Proposition
Branding Your Breakthrough – When Tech Startups Should Go All In
24
Dec
Dec
Frankly, no – you can’t wait to get your branding right. Particularly for technology startups, timing is everything – especially when it comes to branding. Whether it was Tesla with electric vehicles, Oculus with VR headsets, or Dropbox with cloud storage, each was successful at generating significant hype, anticipation, and customer affinity through strategic marketing […]
Awareness, Execution, Go-to-Market Strategy, Lead Generation, New Product Introduction
Become Buzz-worthy – Create Demand for Products No One Knows They Need (Yet)
16
Dec
Dec
When money is no object, generating initial buzz is easy – just run a 60-second spot during the Super Bowl like Coinbase did in 2022. Nothing more than a floating QR code which took scanners to a promotional website, it generated so much traffic it crashed their app. For the majority of companies launching a […]
Execution, Go-to-Market Strategy, New Product Introduction, Positioning, Sales
Chasing Sales Without Losing Your Product’s Soul
09
Dec
Dec
In the rush to bring an innovative product to market, many B2B technology startups fall victim to a common pitfall: over-engineering their solution based on early customer feedback. While being receptive to input is crucial, bending too much to demands for additional features can derail your minimum viable product (MVP) strategy and delay market traction. […]
Brand, Content Strategy, Execution, New Product Introduction, Positioning
Putting the Cart Before the Horse – How To Build Trust in Your Tech Solution Before Having a Reputation
02
Dec
Dec
Launching a new product in a competitive B2B technology market without an established reputation is like walking a tightrope in a storm. But trust is the net that can catch you—and trust is built through deliberate actions, not hope. Here’s how startups can cultivate confidence in their offerings, even before earning an industry reputation. 1. […]
25
Nov
Nov
Enterprise software sales are notorious for their glacial pace. Complex buying processes, multiple stakeholders, and cautious budget decisions mean sales cycles can stretch from months to years. But as a newcomer, you don’t have the luxury of time. You need results – and fast. Here’s how to tackle the beast and speed up your sales. […]
New Product Introduction, Value Proposition
Hacking the Hunt – Clever Ways to Win Your First Niche Customers
18
Nov
Nov
Launching your dream product is exhilarating—until you hit the ‘who cares?’ wall. Here’s how to identify and connect with early adopters without setting your budget on fire. Key Takeaway: Your first customers should be your best co-creators. Test small, fail fast, and iterate quickly. When in doubt, remember—your product isn’t the hero yet. Their problem […]