You’re a founder of a cutting-edge tech startup. Your product wields science-heavy wizardry only a PhD could love. But guess what? Engineering your idea is the easy part. The hard part – getting engineers to care – lies in marketing that’s not clever but credible, not flashy but functional. Demand Generation and GTM: No Longer […]
Category Archives: Marketing Strategy
Go-to-Market Strategy, Marketing Strategy, Messaging, Positioning
You’re Not Steve Jobs, and This Isn’t the iPhone
17
Jul
Jul
So, you think your B2B tech startup’s next-gen widget is the iPhone of [insert niche]? Newsflash: your hero fantasies won’t pay the bills. Crossing the chasm from idea to adoption isn’t about revolutionary press events – it’s about carving your own identity in a herd of look-alikes. First truth: B2B buyers aren’t dazzled by specs […]
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 Marketing, Go-to-Market Strategy, Marketing Strategy, Messaging, Positioning, Sales, Uncategorized
Nobody Cares About Your Science – Until You Make Them
17
Jun
Jun
You’ve built the next quantum-leap in biotech, AI, or industrial automation. Congrats. But guess what? That’s not enough – at least not initially. To make PEOPLE care, you’ve got to tell a story. You can’t pitch “the science”. Here’s why: Even the most buttoned-up technical buyers are human. Neuroscience says stories fire up smell, sound, […]
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 […]
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 […]
Go-to-Market Strategy, Marketing Strategy, Messaging, Sales, Uncategorized
Technical Superiority Is a Lie You Tell Yourself
20
May
May
You’ve built a marvel of engineering – a product that’s faster, smarter, and more elegant than anything else out there. But here’s the brutal truth: technical superiority alone won’t close deals. In the B2B world, especially for tech startups, success hinges not just on what your product does, but on how well you communicate its […]
Execution, Marketing Strategy, Onboarding, Sales, Sales Enablement
Your First Big Deal Isn’t a Lottery Ticket — It’s a Landmine (Step Carefully)
23
Apr
Apr
Oh, SNAP – they actually asked for a proposal – now what? Securing your first enterprise client is a monumental milestone for any B2B technology startup. It’s not just about the revenue; it’s about validation, credibility, and the gateway to scaling your business. However, navigating this journey requires strategic planning, keen negotiation, and meticulous onboarding. […]
Execution, Go-to-Market Strategy, Marketing Strategy, Pricing Strategy, Sales, Sales Enablement
Your Product is Great, It’s Just Not Worth Buying
09
Apr
Apr
Congratulations! You’ve developed a groundbreaking B2B technology product that could revolutionize the industry. But there’s a hitch—your sales are as flat as a pancake. The culprit? Your pricing strategy. Let’s dive into the art and science of setting, testing, and refining your pricing to ensure your product isn’t just great, but also irresistibly purchasable. The […]
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