B2B Startup Marketing is typically a laundry list of features, functions, and technological mumbo jumbo. B2B startup marketers and founders tend to believe that B2B buyers are devoid of emotion and buy purely based on a set of quantifiable objectives. However, rational decision-making is a small part of the equation.
Staff Writer
Compelling Positioning
One of the mistakes tech startups make is to focus on a laundry list of features to introduce their product. Generic phrases like “AI-powered,” “API-Driven,” “Microservices-based,” “Enterprise-Scale,” “End-to-End” et al. are commonplace. Positioning in the context of business refers to the strategic effort to influence how a target audience perceives
Marketing during Recession
The macroeconomic headwinds challenge many B2B (business-to-business) startups. Cuts in CAPEX (Capital Expenditure) spending, longer sales cycle, and smaller deal size are commonplace. And, the era of free money for growth at any cost is over – at least in this cycle. Startups are hunkering down, striving to lower the
Pitching to an analyst firm effectively
When an industry analyst wants to cover a brand or business, it is a good sign that the products and services are making an impact. A company that gets coverage in Gartner or Forrester promotes its value and credibility within a market or industry. The advantage a brand gains from
Frugal marketing ideas
Building a brand is an expensive business. It can take years to develop a loyal customer base. To do so, companies need to ensure they are in the public eye. For the likes of Amazon or Facebook, with multi-billion dollar budgets, the world is their oyster when it comes to
How to build brand equity
Amazon founder Jeff Bezos says, “a brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” Bezos’ company, the third-largest in the world on market value in the second quarter of 2020, is the most recognizable in the e-commerce
Marketing to CXOs
Senior executives receive a barrage of communications from salespeople and marketers every day. Richard Branson, the founder of Virgin Group, reportedly receives up to 400 emails per day. While he responds to some himself, he uses assistants and appropriate people in the organization for the majority of replies. CEO of
Using Social Media to amplify your message
Creating quality content has been a critical success factor for marketing teams in the last decade. The exponential growth of digital channels gives internet users an array of options, meaning brands that don’t engage with people will suffer at the hands of their competition. In 2020, stellar content is not
What CMOs should know about SEO
The Chief Marketing Officer (CMO) of an organization has a broad range of responsibilities. They will be strategically planning how the business can grow through innovation, product development, and customer experience. Within their day-to-day work, a CMO will try to stay away from the intricate detail and marketing tactics that