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. […]
Author Archives: Ken Klapproth
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 […]
11
Nov
Nov
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 […]
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 […]