“Never publish an ad that your competitor can sign!” – sage advise from a mentor that still serves me well today. To be blunt: if your brand looks like everyone else’s, you’re feeding the very beast you’re trying to slay. Founders of B2B tech startups, hear me – the biggest mistake isn’t being bad; it’s […]
Category Archives: Brand
Brand, Content Strategy, Execution, Go-to-Market Strategy, Marketing Strategy, Messaging, Sales, Value Proposition
Unsexy but Unstoppable: How to Make Your Boring Tech Irresistible
25
Jun
Jun
Not every product was born to sparkle – that doesn’t mean they won’t drive significant revenue. Some tech isn’t flashy, doesn’t demo like a magic show, and won’t make headlines at CES. But it’s damn useful. It’s the quiet engine behind real productivity, uptime, safety, savings, or control. The problem? Useful doesn’t equal attention-grabbing. And […]
Brand, Execution, Go-to-Market Strategy, Marketing Strategy
Marketing Is Not a Last Mile Problem. It Is the Business.
27
May
May
Let’s get one thing straight: if you think marketing is something you “add later,” you’re not building a business – you’re building a science fair project. The world doesn’t reward innovation. It rewards traction. And traction requires marketing baked in from day one – not bolted on after you’ve burned through your seed round. If […]
Awareness, Brand, Content Strategy, Execution, Go-to-Market Strategy, Messaging
Your Early Adopters Sell Better Than Your Sales Team – Get Them to Market More
12
Mar
Mar
Early adopters are usually more than happy to agree with testing your new, promising technology, but why stop there? They’re not just your first customers – they’re your most credible storytellers. Their unfiltered feedback carries an authenticity that no marketing copy can match. When they talk about your product, people listen. Instead of relying solely […]
Brand, Execution, Go-to-Market Strategy, Messaging, Positioning
The Proven Formula to Stand Out – Stop Trying to Be Everything to Everyone
26
Feb
Feb
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 […]
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 […]
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 […]
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. […]
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 […]
26
Aug
Aug
When you think of the word “brand,” what comes to mind? If your answer revolves around logos, fonts, or color schemes, you might be overlooking the bigger picture. Your brand isn’t just a visual identity—it’s what people say about you when you’re not in the room. In the B2B world, where trust and relationships are […]