Every Startup Had a Product

You Need Customers.

The Thankless Job of the B2B Marketer

Our product will sell itself.Every founder with a great idea

Budgets are often focused elsewhere and teams are either generalized (managers, executives) or deeply specialized (engineers, accountants, IT). And even with those limited resources, everyone wants to do everything they’ve ever read about, and right now.

So where do you start?

  1. A message.
  2. An understanding of your ideal customer and their purchasing process.
  3. A well defined sales funnel, with specific exit criteria.
  4. Some great content.
  5. Systems to measure performance.
  6. The ability to follow up on leads.
  7. A high performing website.
  8. Marketing channels.

Easy right?

Connect these challenges to a bigger problem or opportunity they haven’t previously considered. Demonstrate expertise and understanding of their field.

Companies that that map marketing investments to revenue are 212% more likely to have YOY revenue growth greater than 20%Bizible’s 2018 State of Pipeline Marketing Report

Here’s an example of ARR improvements with just a 10% improvement at each step:

MetricBeforeAfter
MQLs1,0001,100
MQL > SAL Rate20%22%
SAL > OPP Rate20%22%
OPP > Win Rate50%55%
Average Deal Size$10,000$11,000
Revenue (Deals)$200,000 (20 deals)$322,102 (29 deals)

$112,000 in additional revenue with only incremental (10%) improvements at each step.

  • Cost of not doing it
  • Growth company valuations (*)

We’ve seen this before

Most marketing teams have limited budgets, so you have to spend wisely, otherwise future budgets will be more difficult to justify.

During my private equity years, I was introduced to a team that created a relatively portable self contained product that turned raw sewage into clean water.

Game changer right?

Like so many others before them, they thought the product will sell itself. It should have — but it didn’t. The founders refused to accept marketing support under any circumstances and the company ended up selling their technology for a small fraction of its potential.

Testing, testing, testing

You need flexibility and a team of experts.

What works for everyone else may not work for you. You need the ability to dip your toe into the water of many lakes without jumping all the way in. We see a content marketing strategy accompanied by paid and organic search and social work for nearly all of our b2b focused products.

Two strategies

Very generically speaking there are two methods of marketing software in the 21st century. Account Based Marketing and Inbound Demand Generation.

It’s important to note that the two strategies can coexist and a balance, while difficult, should eventually be sought to fully take advantage to maximize both inbound and outbound channels. Unless you’re exclusively selling to the Fortune 500, a mix of ABM and Inbound is likely the right strategy. It captures your target accounts with Outbound and those with high intent with Inbound.

You can read more inbound vs. outbound strategies here.

Who we are

You are the same today that you are going to be five years from now except for two things: the people with whom you associate and the books you read. Charlie “Tremendous” Jones (1927-2008)

Our customers

Financial Services

Enterprise Software

Venture Capital

SMB Software

Biotechnology

Manufacturing

Almost everything you need to know about how we think about the problem of creating revenue out of software can be found in our Marketing to the Enterprise document, a comprehensive look at enterprise marketing in the 21st century.