Done well, your product roadmap can convince enterprise customers your product is not only worth the investment now, but one they won’t outgrow in the future. Be warned though, if compelling outcomes are years away, you’ll delay sales rather than accelerate them. You poured your heart and sole into a gorgeous product roadmap – color-coded […]
Category Archives: Content Strategy
Content Marketing, Content Strategy, Go-to-Market Strategy, Positioning, Sales
Sorry, Your Innovative Product Isn’t “Scary” Enough to Change Behavior
15
Dec
Dec
If you think you’re selling innovation, you’re already two steps behind reality. Despite what your gut or your PR agency might be telling you, here’s the painful truth about technical audiences: engineers don’t buy innovation – they avoid risk. They tackle problems. They solve critical issues. They only change what they absolutely must because failure […]
Brand, Content Strategy, Go-to-Market Strategy, Marketing Strategy, Messaging, Positioning, Uncategorized, Value Proposition
Your Competitor’s Marketing Sucks. So Why Does Yours Look the Same?
09
Jul
Jul
“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 […]
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 […]
Content Strategy, Execution, Go-to-Market Strategy, Marketing Strategy, Positioning, Sales, Value Proposition
Competitors Make Great Teachers but Even Better Roadkill
11
Jun
Jun
A seasoned product executive colleague I know lives by the mantra, “Steal all good ideas.” For product, this is certainly sage advice, but not necessarily efficient when it comes to facing competitive threats and can unnecessarily burn a startup’s precious time and resources when not a priority. Founders must remain aware that the B2B battlefield […]
Content Marketing, Content Strategy, Go-to-Market Strategy, Presentations, Sales Enablement
Your Product Demo Is Too Smart for the Room
03
Jun
Jun
If your product demo feels like a TED Talk for engineers but your prospects are nodding off, you’ve got a problem. Too many B2B tech startups fall into the trap of showcasing their technology’s brilliance while forgetting the cardinal rule: customers don’t buy tools – they buy outcomes. The Misery-Miracle Gap Every great demo should […]
Awareness, Content Strategy, Execution, Go-to-Market Strategy, Marketing Strategy
Avoiding Becoming a Punchline When Expanding Worldwide
02
Apr
Apr
Going global with a technically complex product is like playing chess against a grandmaster – you can’t wing it and expect to win. Yet, many B2B tech startups make the same blunders: ignoring cultural nuances, fumbling translations, and underestimating regulatory hurdles. The result? A well-intentioned expansion that turns into an international punchline. But it doesn’t […]
Advertising, Channel Strategy, Content Marketing, Content Strategy, Execution, Go-to-Market Strategy, Lead Generation, Marketing Strategy
Selling SaaS Like Socks Doesn’t Work – Here’s How to Find Marketing Channels
26
Mar
Mar
In the labyrinthine world of B2B SaaS marketing, believing in a universal channel strategy is as misguided as using a compass in a digital maze. Each tech startup is a unique beast, and taming it requires a bespoke approach. Let’s explore how to identify, understand, and leverage the most effective marketing channels for your complex […]
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 […]
Content Strategy, Go-to-Market Strategy, Messaging, New Product Introduction, Positioning, Value Proposition
They Bought First, They Speak Tech – Now Let Them Write Your Marketing Copy
05
Mar
Mar
Ignore your insiders, staff, investors, and consultants – early adopters are your secret sauce. These tech-savvy trailblazers aren’t just your first customers; they are your unofficial product testers, marketers, and fan club all rolled into one. By tapping into their nerdy enthusiasm and sharp feedback, you can refine your product and craft a killer unique […]
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