If you want to pull your prospects deeper into your sales funnel, middle of the funnel (MOFU) content is where you start working real magic. In the psychology of buying, MOFU is the stage of the marketing funnel where potential customers are considering a purchase. Prospects are no longer in the awareness stage and are […]
Author Archives: Ken Klapproth
Execution, Positioning, Value Proposition
Your Foolproof Formula for Crafting Compelling Value Propositions
04
Nov
Nov
Crafting a value proposition that hits hard with your audience requires more than just a catchy slogan. A great value proposition is the ultimate elevator pitch—one that identifies the target, defines the problem, and positions your product as the only solution with a clear, measurable benefit. So, here’s a foolproof formula to cut through the […]
Messaging, Positioning
Simplifying Complex Features: Bridging the Gap Between Technical Jargon and Clear Customer Value
28
Oct
Oct
In the B2B technology world, complexity is a given. But when technical jargon takes center stage, potential customers can feel like they’re being left in the dark. Instead of driving home the value of a product, overly technical language often just obscures it. So how do we bridge this gap and help customers see the […]
Awareness, Messaging, Positioning
Eyeballs for Pennies – How to Generate Early Demand for Complex Solutions Without a Massive Budget
21
Oct
Oct
When you’re selling a complex product, your target buyers need to understand its value, but that doesn’t mean you need a million-dollar marketing budget. In fact, with the right strategies, you can generate demand on a shoestring budget. If you’re a tech startup, especially in the B2B space, pay attention—here’s how to grab eyeballs without […]
14
Oct
Oct
Time to tear off the band-aid. Your product might be the next big thing in tech, but the way you present it? Yawn-inducing. It’s not that you don’t have groundbreaking technology or fascinating ideas—it’s that your presentations are crammed with technobabble, geek speak, and assumptions that your audience gets it. Spoiler: they don’t. Here’s the […]
04
Oct
Oct
Let’s be blunt: if your product messaging isn’t hitting your ideal customer’s pain points—precisely—you’re wasting time and money. Spray-and-pray approaches to marketing are dead, especially in the competitive tech startup space. More isn’t better. It’s just more noise. Startups are notorious for broad messaging that tries to be “all things to all people,” and it’s […]
30
Sep
Sep
Your mom was right — nobody talks to strangers. This simple truth applies to advertising, especially in high-tech industries like enterprise software, automotive, and manufacturing. Engineers and scientists aren’t quick to trust marketing claims, and why should they? Trust in advertising is earned over time, not with one flashy social post or viral video. The […]
23
Sep
Sep
In today’s hyper-competitive tech landscape, the market is crowded, loud, noisy, and chaotic. Startups burst onto the scene with fresh ideas but quickly realize the challenge isn’t just having a great product. It’s about telling the world why your product matters—and why no one else can say the same. Here’s the hard truth: if you […]
16
Sep
Sep
As a technology startup, you’ve developed a killer and unique product. But the real question is: How do you communicate its value to your prospective clients? The answer lies in a simple choice. Do you present the “carrot” — the sweet promise of positive outcomes? Or do you wield the “stick” — the warning of […]
09
Sep
Sep
Technology startups often fall into the trap of believing that channel partners are motivated by innovation, product fit, or even a shared vision. While those factors may open the door, they won’t keep the door open. The hard truth? Channel partners are coin operated. They’re driven by one thing above all: making money. You might […]