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 […]
Tag Archives: Marketing for Complex Products
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 […]
Awareness, Execution, Go-to-Market Strategy, Lead Generation, New Product Introduction
Become Buzz-worthy – Create Demand for Products No One Knows They Need (Yet)
16
Dec
Dec
When money is no object, generating initial buzz is easy – just run a 60-second spot during the Super Bowl like Coinbase did in 2022. Nothing more than a floating QR code which took scanners to a promotional website, it generated so much traffic it crashed their app. For the majority of companies launching a […]