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Achim’s Razor

Positioning, Messaging, and Branding for B2B tech companies. Keep it simple. Keep it real.

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Strategy

5 Steps to Validate Your B2B Tech Startup and Improve Your Website

Learn how to validate your B2B tech startup in 5 steps—customer research, problem-solution fit, market opportunity, positioning, and revenue potential.
September 20, 2024
|
5 min read

Startups don’t have a problem starting. They hit a plateau when they try to scale. Typically that’s when spray-and-pray tactics occur. But before diving into random acts of marketing, let’s take a step back and evaluate who our solution is for and why anyone should care.

Key Takeaways

  • Conversations with our best-fit customers help us understand their pain points, motivations, and fears.
  • Once we know how our solution solves our customers’ problems, we need to clearly communicate that value.
  • Competition may not always be another solution or company. Oftentimes it’s the status quo. 
  • Testing and iterating our messaging early helps us nail down what our customers care about.
  • Understanding our customer’s buying cycle helps us gauge urgency.

I often get asked by founders of tech startups how to take their company to the next level once they have built their solution and created their website. 

Typically these companies know more about the stuff they make than who it’s for. 

It usually goes something like this:  

  • Make something cool
  • Tell people about it
  • Show it off to whoever is interested
  • Make a cool website
  • Then… um… yeah… now what?

There are too many amazing products and services with little to no marketing muscle backing them up. 

When we’re getting going, it’s very common to get caught up in our tech and leave marketing to the 11th hour. It usually ends up being very tactical—lots of pretty pictures but zero substance. 

Before you jump on the tactics bandwagon like everyone else, take a breath and walk through this preliminary discovery checklist. It will help you figure out if your solution actually solves a problem, if there’s a viable market niche, and whether customers will pay for it. 

At the end, I’ll throw in a few quick wins to improve your website experience while you’re at it.

1. Customer Research 

Yup, I’m beating this drum again. 

The first thing to remember is that marketing is all about people. Living, breathing human beings buy our stuff, not machines. 

If you have amazing tech that people should know about, you need to be able to tell them you have it… in their language… from their perspective. Yeah, it’s harder than it sounds. 

  • Best-fit customers. Make a list of the ones who cannot live without you. The ones who will love you even when you increase your prices. You want more of them. They will help you get to the next level. Not everyone will buy your stuff so don’t try being everything to everyone.
  • Interview the customers on your list. Ask them why they chose you. Do they even know they have a problem? If your customer doesn’t recognize the pain point you’re solving, your solution’s dead in the water. 
  • Have a conversation and listen carefully. What’s driving their decisions? Understand their motivations, fears, and concerns. Fear is very real in tech purchases. Don’t fob it off. 

NOTE: If you don’t have any customers yet, don’t panic. Make a list of the characteristics that would make up your ideal customer. Then reach out to anyone in your network who fits the bill. Then do the work mentioned above.  

2. Problem-Solution Fit

  • Focus on value. We may be in love with our bright shiny objects, but no one else is. At least not yet. To get their attention, buyers need to know that we have a solution to their problem and that we can be trusted. We need to communicate that differentiated value in simple language backed by credible proof. Our unique value should validate that what we’ve built addresses the pain and doubts buyers feel. Emphasis on “feel.”
  • Need vs. Want. Just because our solution is cool doesn’t mean it’s needed. And even if it is needed, it still may not be wanted. Say hello to the status quo. That means we have work to do. Go back to the insights we collected in our customer interviews and figure out if we are solving a problem worth solving. Be honest. 

3. Market Opportunity

  • Know what you’re up against. Thinking we’re the only game in town is a fool’s errand. Don’t just check out competitors, think about alternatives—the status quo and the fear of fucking up are the underlying reasons deals end in no decision. Then be super clear about how you’re different. Do you stand out or are you just blending in?
  • Is there room to grow? Make sure the market isn’t saturated or a barren wasteland. Then determine your category. Are you a big fish in a small pond? Are you creating a new category? Are you David going after Goliath? These questions are more difficult to answer when we lack insight. 

4. Positioning Hypothesis

  • Test your messaging. It won’t matter how amazing our solutions are if no one understands what they do. Test and iterate. Rinse and repeat. Early feedback helps fine-tune our positioning so that customers know exactly why they should care a lot about the stuff we make.
  • Back it up. Build trust as soon as possible. If we’re not creating awareness, confidence, and trust at every opportunity, we won’t make the shortlist. Always ask for testimonials and case studies when interviewing customers. Proof points and success stories sharpen our messaging and showcase the credibility we have already established. This provides air cover for sales down the road. 

5. Revenue Potential

  • Be upfront about money. Don’t wait to have pricing conversations. Can customers afford it? Do they have budget for it? If they don’t have the budget now, cut your losses and come back when they do.
  • Understand their urgency. Figure out their buying cycle. Are they serious or just curious? How soon do they need this? Is something holding them back? If they’re dragging their feet, you need to know why.

Website Tweaks to Improve the Buyer Experience

As you work through your validation homework, you will unearth insights that can potentially clarify your positioning and messaging. Keep things loose in the early going. When you have clarity, you can make adjustments to your website and get feedback relatively fast. 

Here are some things to evaluate:

  • Value proposition. Buyers need to know within seconds what problem you’re solving and why they should give a damn. Right now, your homepage might be too vague—clarify your message by focusing on what makes you different and unique.
  • Navigation. Don’t make people work to find the info they need. Your site should guide visitors to the answers they’re looking for, not force them into a maze.
  • Mobile-first. Content needs to be mobile-friendly. That means buyers “get it” within a few thumb scrolls. Nail the mobile experience first and you will nail the tablet and desktop experience too. Make sure the content is about your customers and how your solution solves their problems—leave the feature-dumps for later.

Final Thoughts

Before you burn through your marketing budget, make sure you have something people need.

Use this checklist to help you validate your solution, sharpen your positioning, and avoid costly mistakes. 

And while you’re working through the process, don’t forget to keep things loose, making adjustments to your website content along the way. Don’t worry about the design at this stage, focus on the messaging.

After you have completed the checklist, dive deeper into these topics:

Need help with your validation process? Let’s talk! 

If you like this content, here are some more ways I can help:

  • Follow me on LinkedIn for bite-sized tips and freebies throughout the week.
  • Work with me. Schedule a call to see if we’re a fit. No obligation. No pressure.
  • Subscribe for ongoing insights and strategies (enter your email below).

Cheers!

This article is AC-A and also published and discussed on LinkedIn. Join the conversation!

Insight

Break Free from the Lead Gen Trap and Build a Brand That Lasts

Tired of chasing leads? Learn why lead generation alone won’t drive long-term success for your B2B tech company. Boost your brand reputation instead.
September 13, 2024
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5 min read

Many B2B tech startups and scaleups get caught chasing leads and peddling products to anyone who will listen. 

It’s natural. But it’s also a means to an end—including burnout.

Chasing leads might provide a quick hit, but it doesn’t build brand reputation and it doesn’t scale. 

Here’s how to escape the Lead-Gen hamster wheel and build something that lasts. 

Good News & Bad News

First the bad bad news

Lead Generation and Demand Generation? They’re the same thing. Sorry (yep, I’m Canadian). 

Here’s why:

“Demand-Gen and Lead-Gen are the same… even if Demand-Gen marketers want to pretend otherwise. How are they both actually measured? MQLs and Pipeline!”
 
Dale W. Harrison

Demand-Gen used to mean creating demand for our products and services; now it means generating leads, which Lead-Gen already does. However, the demand we think we are generating for leads rarely equates to buyers who buy our stuff in the timeframe we expect. 

When they do eventually buy (usually not our stuff), it’s because they already have 2-3 credible and trusted solutions on their list on Day 1. They’re not interested in our stuff no matter how many unsolicited emails we send or Google Ads we buy. 

The 2024 B2B Buying Disconnect Report from TrustPilot and Pavillion is a good wakeup call:

2024 B2B Buying Disconnect Report from TrustPilot and Pavillion.

Here’s the brutal truth: Lead-Gen doesn’t create demand. It captures what’s already out there. So when the demand isn’t there (hello, slow quarter), we double down on more aggressive—and let’s be honest—desperate “stalker” tactics. 

“The reality is that Demand-Gen motions NEED to be supported by an intentional brand effort to be in the consideration set.”
 
Liam Moroney

In their seminal report, The Long and the Short of It, Les Binet and Peter Field identify two types of marketing:

  1. Sales Activation delivers short-term growth. It increases sales right away, but the results decay quickly and its effectiveness doesn’t increase over time.
  2. Brand Building delivers long-term growth. It delivers some short-term lifts, but the true value of brand building is how it compounds over time and influences future sales from future buyers.

Sales Activation is a sugar rush. 

It’s short-term and difficult to maintain and scale.

LinkedIn B2B Institute: Sales Activation and Brand Building.

Now The Good News

Just add water. In our case, water is Brand Building. Water is life.

And just like how water grows a seed into a forest, brand building kind of works the same way. 

Think of any brand you’re loyal to. They aren’t big because they “got lucky” and it certainly didn’t happen for them overnight. And I bet you didn’t love them the day they were born. 

Of course, short-term activation is necessary, especially for startups. But if that’s all we do, we’re going to keep coming off that sugar high and crashing. 

Why? Because unlike sales, marketing is a non-linear multiplier of business performance. 

And non-linear multipliers are not ROI-friendly.

“The marketing budgets you’re about to spend in Q4 will not have any measurable impact on Sales for at least two quarters. That gap is both innate to how the function works and is significantly influenced by external marketplace forces, i.e. headwinds and tailwinds.”
 
Mark Stouse 

So no, don’t stop generating demand and leads. But augment that effort by investing in your brand reputation at the same time.

Brand Building is long-term growth. It doesn’t decay over time like Sales Activation does. 

It’s a steady, reliable increase in awareness, confidence, and trust in the stuff we make.

It will also give the sales team the aircover they need when future buyers start knocking on our door. 

Case Study: DRIFT

Drift logo

In 2017, Drift removed all content gates from their site—a bold step in B2B marketing at the time. It was a significant pivot away from traditional lead generation tactics to a focus on brand building and conversational marketing. 

  • Before: Drift relied heavily on lead generation tactics like gated content and aggressive outbound sales. While they pulled in leads, conversion rates were low, and churn was high. They realized their short-term leadgen approach wasn’t driving sustainable growth.
  • After: Drift pivoted to brand building by removing content gates, creating a community, and positioning themselves as the leader in conversational marketing. This shift resulted in higher conversions, better customer retention, and long-term revenue growth, proving that a strong brand fuels sustainable success. They still generated demand and leads, but the focus on brand building also made their sales activation more focused and aligned with their brand.

The changes paid off as Drift became widely recognized for pioneering a new approach to customer engagement. By 2023 they were valued at $1B, and by February 2024, they were acquired by Salesloft

Brand Building: Your Secret Weapon

No, Brand is not that symbol burnt into the side of a cow (that’s different—although it does have its roots there).

Warren Buffet sums it up perfectly:

Warren Buffet: The brand is the competitive advantage; the economic moat of the business.

Think about that for a second. 

Your brand is your economic moat. 

When you are consistent, authentic, and honest, you build awareness, confidence, and trust in everything you do. 

That applies to your employees as much as it does to your customers. 

When you consistently show up, people notice and remember you when the time comes to upgrade, renew, or switch. 

And unlike Sales Activation, Brand Building gives your business the best shot regardless of the mood of the market. It sticks. 

Even better, reputable brands reduce price sensitivity. When people know and trust your brand, they’ll pay more for your stuff. 

You think Apple competes on price? Hell no. 

People pay more because they trust the brand (amazing considering Apple was near bankruptcy 25 years ago). 

Trust isn’t built by spamming people with Lead Gen campaigns; it’s built by investing in a brand that stands for something.

Why Tech Firms Are Perfectly Positioned to Win (If They Play It Right)

Tech companies have a ton of advantages. You’re innovators. You create products that solve real problems, and you move industries forward. 

But—and this is a big but (no pun intended)—too many tech firms are obsessed with product-led and sales-led tactics. 

Too many treat marketing like an afterthought or an arts and crafts shop. Most don’t have a marketing leader on their exec team.

That’s where they screw up.

Products aren’t the problem. It’s the mindset. 

And those who continue down this path are doomed to be stuck on the innovation hamster wheel. 

The ones who make marketing a real business function and become customer-obsessed will win every time. 

They build trust and relevance. And most importantly, they build a brand that makes customers think of them first when they’re ready to buy.

For startups and scaleups, it’s even more important. 

You might think you need to hit a certain revenue milestone before investing in brand building, but that’s BS. Start now. The sooner you start investing in your brand, the faster you’ll stand out from your competition—remember most are stuck on their hamster wheel. 

Watch the masses and do the opposite. 

Case Study: Notion

Notion logo

Notion launched in 2016 when Evernote, Google Docs, and Microsoft OneNote dominated the productivity and collaboration space. Instead of competing purely on product features, Notion focused on brand storytelling and building a loyal community from day one.

By 2020, Notion was values at $2B and became a favorite among startups, designers, and creatives. Its brand identity attracted a loyal user base that continued to grow through word of mouth and community advocacy. By the time they started scaling up, they had already built a solid reputation that differentiated them from competitors. 

How to Be Great at Sales Activation AND Brand Building (Without Losing Your Mind)

Yes, you still need leads. No one’s saying you should ditch sales activation and just meditate on branding. This isn’t all-or-nothing. 

You want to do very well in the short-term AND the long-term. 

Jim Collins: Instead of being oppressed by the "Tyranny of the OR," highly visionary companies liberate themselves with the "genius of the AND."

Keep generating leads and demand while building a brand that lasts:

  • Reprioritize your budget: Move some of the Sales Activation budget into brand-marketing like content marketing, thought leadership, and campaigns that tell your brand story (what you stand for) rather than just begging for leads. 
  • Consistency is everything: Your positioning and messaging needs to be on point—everywhere. Don’t change your story every time a new trend pops up. Pick it and stick it. Consistent messaging creates awareness, confidence, and trust. It keeps everyone on your team on the same page too. 
  • Think short-term AND long-term: If you’re going to obsess over anything, get obsessed over your customers. That will solve all your short-term AND long-term growth challenges. Track metrics that matter over the long haul—like brand awareness, customer trust, and, yes, loyalty. Invest in the right tools like predictive and causal analytics. Sales activation will come and go, but brands people trust are the brands that stick. 

So, what’s stopping you? 

You don’t need a massive budget to start. Start small, be consistent, and focus on building relationships.

Final Thoughts

Folks, the product-led growth trap is just a paper wall. You can jump off the hamster wheel anytime. 

Sales activation is like junk food—it fills you up fast, but it won’t keep you going. And it’s not healthy (pun intended). 

Brand building, on the other hand, gives you sustainable growth, demand that sticks, and customers who come back.

Don’t be that company that’s left scratching its head because they only invest in innovation and sales activation.

Invest in your brand too. 

Ready to make the shift? Reallocate your marketing budget and start building a brand that lasts. Your future self will thank you.

If you like this content, here are some more ways I can help:

  • Follow me on LinkedIn for bite-sized tips and freebies throughout the week.
  • Work with me. Schedule a call to see if we’re a fit. No obligation. No pressure.
  • Subscribe for ongoing insights and strategies (enter your email below).

Cheers!

This article is AC-A and also published and discussed on LinkedIn. Join the conversation!

Hero image source: Amonrat Rungreangfangsai

Execution

How to Create a Brand Playbook for B2B Tech | Free Template & Guide

Learn how to create a brand playbook for your B2B tech company. Get a free template and step-by-step guide to build brand trust and consistency.
September 6, 2024
|
5 min read

TL;DR

A brand playbook is a must-have for B2B tech companies. It documents your positioning, messaging, and identity, getting everyone on the same page. And when you clearly and consistently align the stuff you make with the people you make it for, you generate awareness, confidence, and trust all around.

Key Takeaways

  • Brand playbooks get everyone on the same page and speaking the same language.
  • Brand playbooks nail down what you stand for, what you’re in, and why people should give a damn.
  • Positioning defines who it’s for, what it’s for, and why it matters.
  • Messaging translates positioning into cohesive sales and marketing that clearly communicates why your solution is the obvious choice.
  • Download the free Brand Playbook Template to create your own.

What is a B2B Brand Playbook?

A B2B brand playbook is your company’s DNA on paper. For B2B tech firms, nailing your mission, positioning, messaging, and identity is what separates you from the masses. This guide walks you through the 5 steps to build a brand playbook that will set your organization up for success.

If Your Brand Sucks, This Is How to Fix It

Each year, thousands of B2B tech companies struggle to stand out and get noticed. It’s not their tech that sucks, it’s their brand. Too often it’s an afterthought (or in some cases a no-thought), all over the place—messy, inconsistent, and missing out on creating awareness, confidence, and trust.

A brand playbook tells everyone why we exist—employees, customers, partners, and investors. It helps us document how to position, message, and visually communicate why our company and solutions are the right fit. It also helps us maintain our brand reputation as we grow the business.

TIP: Brand and culture are tied at the hip. Make your brand playbook part of your HR onboarding process, and start your company all-hands or town halls with a brand recap. It gets new employees off on the right foot and keeps your brand top of mind.

In this step-by-step guide to a B2B tech brand playbook, I’ll show you how to keep everyone on the same page and speaking the same language. We’ll follow a process inspired by years of helping tech firms get their brand together, plus lean on April Dunford’s excellent book, Obviously Awesome.

Ready? Let’s go.

5 Steps to Build a B2B Tech Brand Playbook

Step-By-Step Guide for Building a B2B Tech Brand

Step 1: Mission, Vision, and Values

Before we start talking, we need to know who we are, what we’re in, and why we exist. 

  • Mission is our “why”—the reason we do what we do. This is all about the impact we want to have on the world. It’s inspirational.
  • Vision is where we’re headed. It’s the future we’re striving for. It should be bold, clear, and maybe even a little bit scary. It’s what Jim Collins calls the BHAG. It’s aspirational.
  • Values are the principles that guide our organization. They shape how we operate, how we treat our customers, ourselves, and how we want our brand to be perceived. 

Get these right, and you’ll have a solid foundation to build your brand playbook. Skip them, and you’re building a house of cards.

Need help nailing down your mission, vision, and values? Let’s talk!

Step 2: Positioning

By now, you should have completed a positioning exercise with your key stakeholders. If not, stop right here and head over to this guide before moving forward: How to Position B2B Tech Solutions: A Step-by-Step Guide.

Once you’ve nailed down your positioning, you’ll have everything you need to define how your solution fits in the market. A Positioning Canvas helps you map out your competitive landscape, unique strengths, and how you differentiate. 

  • Objective: What are you trying to achieve with your positioning?
  • Purpose: Why should this positioning matter?
  • Competitive Alternatives: What are you up against?
  • Distinct Capabilities: What do you do better than anyone else?
  • Differentiated Value Themes: What unique value do you bring to the table?
  • Best-Fit Customer Characteristics: Who are you trying to reach?
  • Market Category: What market niche gives you the best shot at winning?
  • Potential Trend (optional): What trends could impact your positioning? Be careful because layering on a trend can backfire if executed poorly. 
  • Positioning Statement: A clear, concise statement that captures your positioning in a nutshell.
  • Tagline: Your brand in one short punchy line.
B2B Tech Positioning Canvas: based on April Dunford’s Workbook.
The Positioning Canvas is based on April Dunford’s Workbook.

Step 3: Messaging

Now that your positioning is locked down, it’s time to put it into words that your audience will notice. Your messaging should translate your positioning into something meaningful for them and back up your sales and marketing.

Boilerplates:

  • One-Liner: A quick pitch that sums up your value in one sentence.
  • One Paragraph: A brief description that expands on your one-liner.
  • 100-Word Description: A concise overview of your brand and solution.
  • 500-Word Brand Story: A more detailed narrative that tells your brand’s story.
  • Brand Promise: the ONE thing your customers can count on when interacting with your organization and your solutions.
  • USP: Your Unique Selling Proposition highlights what makes your solution unique compared to the alternatives.
  • Elevator Pitch: The short and sweet version of what you do and why it matters.
  • PR Strapline: The hook that grabs attention in public relations and marketing.
Brand Playbook Template for B2B Tech Solutions: brand pyramid

Brand Pyramid:

  • Personality: What’s the tone and style of your brand?
  • Key Values: What principles drive your brand?
  • Customer Rewards: What benefits do customers gain from your solution?
  • Functional Benefits: What practical, functional benefits do you offer?
  • Brand Features: What specific features set your solution apart?

Step 4: Value

This is where you show why your solution actually matters. The themes, capabilities, and benefits from your positioning exercise will feed into a Value Point Table. This will help you break down the value you deliver.

  • Target Segment: Who are we selling to?
  • Buyer/Audience Persona: What do we know about our target buyers?
  • Problem Space: What problems do our buyers face?
  • Current Solutions: What solutions are they using now?
  • Shortcomings of Current Solutions: Why aren’t those solutions enough?
  • Value Themes: What value do we offer that they can’t get elsewhere?
  • Features: What specific features address their needs?
  • Benefits: What benefits will they experience with our solution?
  • Proof Points: What evidence do we have to back up our claims?
  • UVP: Your Unique Value Proposition focuses on the specific value or benefits your solution brings from the customer’s perspective.

Step 5: Corporate Identity

This is where the visual and physical representation of your brand comes into play.

Brand Playbook Corporate Identity Examples

Almost every tech solution starts here—at Step 5—instead of Step 1. That’s OK when you’re getting going, but if left unchecked it will bite you in the ass. Trust me. Do the work in the first four steps. Your future self will be grateful.

  • Logo: Your primary visual identifier.
  • Logo Usage: Guidelines on how to use your logo correctly.
  • Color Palette: The colors that represent your brand.
  • Fonts: The typography that reflects your brand’s tone.
  • Icons: Custom icons that align with your brand’s style. No need to reinvent the wheel—there are plenty of icon libraries you can grab and make your own.
  • Branded Samples: Examples of your brand in action (website, collateral, presentations, etc).

Free Template

To make it easy for you to put all of this into action, I’ve created a free, customizable Brand Playbook Template based on the exact process we’ve just covered. It’s in Google Docs but easily downloadable as Word, PDF, RTF, or other formats.

Whether you’re just starting to build your brand or refining an existing one, this brand playbook template for tech startups gives you everything you need to ensure everyone is on the same page, speaking the same language, and pulling in the same direction.

However, if this feels too daunting, I’m happy to help. Reach out anytime.

Final Thoughts

Brand playbooks document how our organization and our solutions are perceived in the minds of the people we’re trying to help. Without it, we’re flying blind, hoping our solutions will be enough (spoiler: they aren’t).

A clearly defined and communicated brand makes everything easier. Our entire team knows the story we’re telling, our customers know why they should care, and the stuff we make becomes more than just another tech solution taking up space.

Start building your brand playbook today, and create a brand that sticks with people long after the first touchpoint.

Need help with your Brand Playbook? 

Let’s chat—because you’ve got better things to do than fly blind.

If you like this content, here are some more ways I can help:

  • Follow me on LinkedIn for bite-sized tips and freebies throughout the week.
  • Work with me. Schedule a call to see if we’re a fit. No obligation. No pressure.
  • Subscribe for ongoing insights and strategies (enter your email below).

Cheers!

This article is AC-A and also published and discussed on LinkedIn. Join the conversation!

Execution

How to Position B2B Tech Solutions: A Step-by-Step Guide

Learn how effective B2B tech positioning can make your solution the obvious choice using a proven process that ensures long-term success.
August 30, 2024
|
5 min read

TL;DR

Trying to be everything to everyone in B2B tech means we’re already losing. Positioning is the critical first step—it’s our survival tactic in a market flooded with noise. With Martech growing at 28% YOY, standing out isn’t just hard; it’s friggin’ brutal. Focusing on customers and clearly differentiating our unique value is how we shift from being just another widget to being a solution that’s hard to ignore.

Key Takeaways

  • Customer-Centric Positioning: Always start with insight—your customers’ pains and motivations—not your product’s features.
  • Differentiation: Your unique value isn’t a bullet point on a feature list; it’s the reason people should care.
  • Market Fit: If you’re not in the right market niche, your value might as well be invisible.
  • Positioning Process: Follow a proven process that aligns your messaging with what your customers actually care about.
  • Long-Term Success: Positioning is the foundation of your growth strategy.

Selling Tech is Hard but Buying It is Harder

Getting on the buyer’s shortlist in B2B tech is very difficult when no one knows who we are, what we do, or what we stand for. With over 100,000 tech solutions out there, it’s easy to become just another face in the crowd. Many companies—especially startups—struggle to stand out. Without unique positioning, they risk blending in, forgotten and ignored.

And when 80%–90% of buyers already have a set of vendors in mind before they do a stitch of research, and 90% of them choose a vendor on day one, the chances of getting their attention is like winning the lottery.

B2B buyers have already made their decision before doing any research
Source: https://hbr.org/2022/09/what-b2bs-need-to-know-about-their-buyers

As a founder or leader of a B2B tech firm, no doubt you’ve felt the heat. Launching a product in a saturated market feels like pushing a boulder up a mountain. The pressure to get noticed, attract leads, and generate sales is overwhelming. But here’s the thing: positioning is your lever. It’s how you turn the impossible into the inevitable. This is how B2B tech solutions like Monday.com was able to chip away at industry giants like Asana over 6 years. That’s 6 YEARS, by the way, not 6 months. 

In this article, I’m going to show you how to shift from being solely product- or sales-led to becoming customer-focused and business-led. I’ll walk you through a step-by-step process, drawing on inspiration from April Dunford’s book, Obviously Awesome, to help you position your B2B tech solution for your best-fit customers.

NOTE: If you’re ready to do positioning on your own, go grab April’s book, and dive in. But if you’re looking for a little guidance, stick around and read on.

Customer-Focused Positioning Wins Everytime

We’ve all been there—trapped in a product-focused mindset, cranking out salsey marketing because we’re excited about what we’ve built. The problem? Everyone else is doing the same thing. According to Clay Ostrom at Map&Fire, only 33% of B2B solutions have strong differentiation. That’s not just a stat; that’s a red flag.

67% of B2B brands lack strong differentiation.

Understanding our customers—their pains, needs, and motivations—is our best shot at positioning our solution as the perfect answer to their problems.

“A good doctor treats the patient, not the illness.”
 
Reiko Scott,
FANOCRACY

Forget flashy marketing. It’s like a shiny new fishing lure that only gets nibbles. When buyers know exactly why they should care about our B2B tech solution, they don’t just nibble—they bite. And they keep biting. Just ask Monday.com or Slack or Canva. 

Clarity comes from deep customer and market insight, not from guessing or copying trends. Our job isn’t to invent a message out of thin air—it’s to discover what our customers already value most about our product and make it impossible to ignore.

Just starting out? You’re probably tempted to dive straight into sales tactics. Be careful. Do you want to build a house on stilts or a house on solid footing? Get this right early, and everything—your messaging, marketing, sales, brand reputation, internal culture—will fall into place more naturally as you scale. 

Solid B2B tech positioning requires a solid footing

Positioning Reality Check

Effective B2B tech positioning is an outcome of digging deep into understanding who our solution is for, what it’s for, and why buyers should give a damn. It has nothing to do with these things:

What B2B tech positioning is not.

April Dunford on what positioning is.

What Happens After Positioning:

  • You’ll learn more about who you are and what you’re really offering.
  • You’ll get crystal clear on your unique value.
  • You’ll lay the foundation for effective and differentiated sales and marketing.

What does NOT Happen After Positioning:

  • You won’t walk away with a shiny new tagline on day one (that comes later).
  • You won’t have a snappy new elevator pitch by tomorrow (that comes later).
  • You won’t get a funky new website with flashy content, sales tools, and eye candy (that comes later).

Clear positioning strips away the crap and gets down to what truly matters to the people we’re trying to help. Anyone can cast a shiny new lure into a pond. It’s much harder to get the fish to bite. The right positioning is like the right bait—if it’s tasty, the fish will bite.

6 Steps to Positioning Success

Step 1: Who Is It For?

  • Identify Best-Fit Customers: Make a list of your top customers who love your company and product and align with your goals. You’ll need this list later in Step 5.
  • Conduct Customer Interviews: Talk to at least 10 of your best customers. Dig into their pain points, fears, motivations, and decision-making process.
  • Cross-Reference Insights: Compare and corroborate feedback from customers with insights from your Sales, Product, and CX teams, and vice versa. Analyze historical data. Look for patterns and validation.

FYI Startups: No customers yet? No problem. Interview potential candidates or colleagues who fit your target profile. You’ll learn more than you think.

Step 2: What Are You Up Against?

  • Identify Competitive Alternatives: List your competition—including products, services, and the status quo. Don’t assume your competition is just another product—consider spreadsheets, internal resources, or simply the fear of fucking up (FOFU).
  • Map Against Customer Research: Align the alternatives with insights from your customer research to spot patterns.
  • Like this:

Step 3: What Makes You Unique?

  • Identify Unique Capabilities: What do you offer that no one else does? What do you do better than anyone else?
  • Be Deliberate: Highlight your “secret sauce”—the core elements that make you distinct.
  • Spot Emerging Themes: You should start noticing common patterns and themes cropping up.
  • Like this:

“Be distinct or be extinct.”
 
Tom Peters

Step 4: What Value Do You Deliver?

  • Link Unique Attributes to Value: If your unique capabilities are your “secret sauce,” then your value is why customers care about it.
  • Organize Value into Buckets: Group your unique attributes into value themes from both a potential buyer’s and an existing customer’s perspective.
  • Map Attributes to Proof: Connect your solution with its unique attributes, value themes, and proof points. Reminder: proof has nothing to do with our opinions so set them aside.
  • Like this:

Step 5: Who Cares a Lot About Your Value?

  • Focus on Best-Fit Customers: Identify the characteristics of your best-fit customers and why they love you.
  • Niche Down: Narrow your target to meet near-term sales objectives but ensure the market is big enough to hit your business goals.
  • Make a List: List your best-fit customers in one column, their characteristics in another, and why they love you in a third.
  • Like this:

Step 6: Pick the Market That Will Give You the Best Chance at Success TODAY

  • Determine the Best Niche: Identify the market segment where your strengths are most valued.
  • Position Within the Niche: Make sure your value is clear and relevant within this segment.

Refer to April’s Positioning Styles to weigh your options:

  1. Head to head: When the market category already exists and you are attempting to win the entire market.
  2. Big Fish, Smaller Pond: When the market category already exists and you are attempting to win only a sub-segment of it.
  3. Create a new Game: When no existing market category works to position your strengths at an advantage, and you decide to create an entirely new category.

Once you have completed these steps, you can create a positioning and messaging playbook. That document is super helpful and can serve as the opening for your brand guidelines. I’ve created these documents for a few clients and they literally become the “bible” for the sales, marketing, product and CX teams.

2 Success Stories

If you want to see this method in action, here are two stories worth checking out:

  • UserList: Launched in 2017 and applied April Dunford’s method in “Obviously Awesome” verbatim to solve their positioning problem in 2019.
  • BELLIN Treasury: Followed a similar process in 2013 and grew 4x over 6 years (acquired in 2020). Although this happened a few years before April wrote her book, one of the reasons I love “Obviously Awesome” is because it validated my approach for BELLIN, albeit differently. April simplifies the process of positioning B2B tech solutions much better too.

Final Thoughts

B2B tech positioning isn’t a checkbox on our to-do list—it’s the foundation of everything we do in marketing and sales. It needs regular review and validation, especially when you’re starting out and when markets shift. Get it right, and our product doesn’t just survive—it thrives. Fail at it, and we’re just another thing taking up space.

April Dunford on what happens when we fail at positioning.

Effective positioning is a process of discovery, not invention, uncovering the value that already exists in our solution and making it crystal clear to the people who need it most. When we succeed at positioning, we can move from being just another look-alike to being the obvious choice.

So, are you ready to get it right? Book a 1-Day Positioning Workshop with me.

Need specific advice for your B2B tech firm? Reach out. I’m always happy to chat.

If you like this content, here are some more ways I can help:

  • Follow me on LinkedIn for bite-sized tips and freebies throughout the week.
  • Work with me. Schedule a call to see if we’re a fit. No obligation. No pressure.
  • Subscribe for ongoing insights and strategies (enter your email below).

Cheers!

PS: This article is also published and discussed on LinkedIn. Join the conversation!

Execution

How to Fill the Insight Gap in B2B Tech Marketing

Learn how the lack of insight creates a costly vacuum for B2B Tech Marketing and discover actionable steps to build customer-driven strategies that get results.
August 23, 2024
|
5 min read

TL;DR

In B2B tech marketing, lack of customer insights creates a product-focused vacuum that leads to ineffective tactics, wasted resources, and missed opportunities. Avoid this by making research the priority, revisiting insights, and ensuring marketing strategies are customer-driven and aligned with long-term growth. When insight stays rooted to the core of our marketing, we give our solutions the best chance to succeed.

Key Takeaways

  • Prioritize Research: Understanding your best-fit customers, market niche, and competitive alternatives helps you avoid guesswork.
  • Regularly Reassess Insights: Schedule regular reviews of customer data and market trends to keep your strategies relevant and aligned with your business goals.
  • Make Customer-Driven Decisions: Use customer insights to guide marketing decisions, from messaging to channel selection, to ensure your tactics are on point.
  • Avoid the “Art Director” Trap: To create marketing that gets results, focus on communication and strategy rather than aesthetics and decoration.
  • Put Marketing Back at the Table: Involve marketing early in strategic decisions and invest in leadership to ensure insight-driven approaches are prioritized.

Nature Abhors a Vacuum

In nature, vacuums are rare. Wherever a gap exists, something rushes in to fill it. The vacuum we’re dealing with in B2B tech marketing is a lack of insight.

When marketing operates without insight, it creates a void that gets filled with guesswork, mixed messages, and ineffective approaches. This vacuum doesn’t just cause small hiccups; it creates a chain reaction of issues that continuously waste time, money, and opportunities. Teams get caught in a spin cycle of short-term tactics that look good on the surface but fail to deliver real results.

Many tech firms don’t realize they’re creating this vacuum because during startup phase, it’s very common to be heads-down in tactics. With constant pressure to generate leads and keep up with the competition, it’s easier to stay in “Tactics Land” than come up for air and do the necessary research to scale the business. You don’t know what you don’t know.

In this article, I’ll show you how this vacuum forms, the problems it creates, and how to fill it with the insights needed to produce effective marketing.

Everything Starts With Insight

Lack of insight stems from a failure to do our research and due diligence. Skipping this important first step means we do not have the context we need to make informed decisions. To compensate, we end up going to market blindfolded and guessing what to do and who to do it for.

When we don’t invest in understanding our best-fit customers, the specific market niche we serve, or the competitive alternatives we’re up against, we create fragmented views of the market. This leaves us guessing about who we’re speaking to, what they care about, and how our solution fits into their world.

Without this context, marketing becomes a game of darts played in the dark. We might hit the target occasionally, but more often than not, we miss it entirely. Worse, we don’t even know how far off we are because we lack the data and metrics to measure accurately.

The Blind and the Elephant
Source: https://sketchplanations.com/the-blind-and-the-elephant

This vacuum of context doesn’t just make marketing less effective; it makes it almost impossible to plan strategically. And when we don’t understand our audience, we fall into the trap of talking to ourselves, focusing on what we think is important rather than what our customers actually care about.

The first step in filling this vacuum is to commit to doing the hard work of research. And because it is hard, it is avoided. But understanding our best-fit customers, their needs, and our competitive alternatives gives us the best chance to confidently build a solid foundation to go to market. When we take the blinders off, we create positioning and messaging that hits the target every time.

5 Ways to Avoid the B2B Tech Marketing Vacuum

1. Prioritize Research 

Before we can think about scaling, we need to understand the playing field we compete in. Don’t skip the foundational research. The longer we put it off the longer it takes to scale. 

  • Identify Your Best-Fit Customers: Who are they? What motivates them? Scares them? What are their specific pain points? Why would they choose you?
  • Understand Your Market Niche: What’s your unique value proposition? What makes you different? Where does your solution fit in the broader market?
  • Analyze Competitive Alternatives: Who else is solving the same problem? How are they positioning themselves, and what differentiates your offering? What about the status quo?
  • Dig Deeper: How Deep Customer Insights & Brand Building Drive B2B Tech Success

2. Come Up for Air

It’s easy to get lost in the day-to-day grind while we’re in growth mode. Make it a habit to step back and reassess periodically. Annually is the minimum, quarterly is ideal. 

  • Schedule Insight Reviews: Make time to review customer data, market trends, and competitive alternatives.
  • Engage with Customers: Don’t just rely on what you think you know. Never “ass-u-me.” Talking to customers regularly validates our assumptions and gathers fresh insights.
  • Engage with Sales, Product, and CX Teams: Our colleagues won’t tell us everything and neither will our customers. Make sure to validate your findings by separating facts from opinions and personal points of view.
  • Adjust Your Strategies: If your insights reveal shifts in the market or customer needs, be ready to pivot your strategy accordingly.
  • Dig Deeper: Customer Research: The Foundation of B2B Tech Marketing Success 

3. Use Insight to Make Decisions

Every marketing decision, from messaging to channel selection, should be rooted in Insight. It impacts the effectiveness of our GTM strategy (Go-To-Market) and our creative execution. Skipping this step is almost always the root cause of failed marketing campaigns. 

  • Build Personas: Create detailed personas based on real data. Use these as a reference for all marketing activities to ensure you’re targeting the right audience with the right message.
  • Drive Strategy With Data: Instead of guessing, use the data you’ve gained to guide your strategy. This will help you stay relevant and effective.
  • Test and Learn: Not every campaign will be a home run, but by testing and iterating based on insights, you can continually improve your marketing efforts.
  • Dig Deeper: Build Winning B2B Sales Teams: Audience Personas for Procurement Decisions 

4. Avoid the “Art Director” Trap

Marketing is rife with creative wannabes and experts. Without insight, it’s tempting to jump straight into creative design, invent a strategy based on what “we like,” and make up a bunch of nonsense to justify it. It’s why so much “good-looking marketing” fails to deliver. 

  • Focus on Communication, Not Decoration: Effective marketing isn’t about making things look pretty; it’s about communicating value. Make sure your creative execution is grounded in customer needs, not just aesthetics.
  • Start with Strategy, Not Tactics: Don’t jump straight into creating ads or campaigns. Start with a strategy informed by insights, and let that guide your execution.
  • Don’t Get distracted: Debating what shade of blue is better is pointless. And unless you have a legitimate business case, you don’t need a new logo, website, etc. Stay focused.
  • Dig Deeper: How to Stop Taste Debates 

5. Put Marketing Back at the Table

Marketing is one of only two business functions that produce results. The other is innovation. B2B tech rarely invests in marketing as it does innovation. If you’re running a tech firm with stable marketing leadership at the table, you’re light years ahead of any competitor who is simply “product-led.”

  • Involve Marketing Early: In product development, sales planning, and any other strategic decisions, make sure marketing has a seat at the table. For example, an experienced product marketer isn’t just beneficial; it’s essential. 
  • Invest in Marketing Leadership: Consider having a marketing leader on your executive team to ensure that insight-driven strategies are a priority. 
  • Dig Deeper: What B2B Marketing & Product Teams Can Learn From Peter Drucker

Final Thoughts

Lack of insight creates a vacuum that wastes time, money, and effort. It’s avoidable if we prioritize research. Clarity is essential for any business. It drives better results, both in the short-term and the long-term.

As the famous Dilbert comic strip illustrates, marketing without insight is just liquor and guessing. But with the right data, we can steer the business in the right direction. Marketing becomes more effective because it’s not just eye candy. Everyone, especially Sales, become increasingly confident because everything works in unison.

Dilbert: marketing is just liquor and guessing.

Invest in research, build strategies rooted in insight, and avoid the costly mistakes that come from operating in a vacuum. Your future self—and your bottom line—will thank you for it.

If you need specific advice for your B2B tech firm, reach out. I’m always happy to chat. 

If you like this content, here are some more ways I can help:

  • Follow me on LinkedIn for bite-sized tips and freebies throughout the week.
  • Work with me. Schedule a call to see if we’re a fit. No obligation. No pressure.
  • Subscribe for ongoing insights and strategies (enter your email below).

Cheers!

PS: This article is also published and discussed on LinkedIn. Join the conversation!

Execution

How To Generate Quality Leads By Boosting Your Brand Reputation

Boosting your tech brand’s reputation generates leads today and tomorrow. Learn how Insight, Strategy, Creative, and Metrics drive sustainable business growth.
August 16, 2024
|
5 min read

TL;DR

Building a reputable B2B tech brand is essential for creating the awareness, confidence, and trust that generates quality leads. Deep customer insights produce well-executed strategies that set the tone for communicating our unique value. And by showcasing our success with real-world customer stories, we gain the credibility we need to grow our brand reputation and win future business.

Key Takeaways

  • Build your brand early. Like building financial equity, early investment in brand equity supports sales, marketing, product, and CX teams today AND tomorrow.
  • Know your customers. Research and data help you understand your customers. They will tell you what to say and how to say it. Talk to them regularly.
  • Have a clear plan. A plan that is backed by real insight keeps positioning and messaging consistent across all channels. Clarity makes messages stronger and leads to higher-quality leads.
  • Focus on clear messages. Flashy design is less important than messages that solve problems and show your brand’s value. Communicate, don’t decorate. 
  • Track and improve. Use historical and causal data to track your progress, predict your brand’s reputation, and improve your strategy over time.

A reputable brand reputation is the key to generating quality leads. It give sales, marketing, customer service, and product teams the “air cover” they need to succeed today and tomorrow.

Brand reputation is earned, not bought. It can take 3-5 years to build it up, but too often, impatience kills momentum before it has a chance to stick.

Building a trusted reputation requires a commitment to the customer experience. Proof points—case studies, client testimonials, online reviews, and peer recommendations—establish credibility. For start-ups, it’s best to keep things loose and rely on existing relationships to generate early wins that can start building these proof points.

Start-ups also face the immediate challenge of needing leads ASAP. This creates a “chicken and egg” dilemma where brand reputation takes a back seat to quick wins. The problem with this approach is that we forget about brand and rarely fix it (out of sight, out of mind). It’s best to drive awareness through word-of-mouth early on while staying focused on building brand reputation.

In this article, I’ll break down how to create a “lead machine” by focusing on four key areas: Insight, Strategy, Creative, and Metrics. I wrote about these pillars in 2010 and they still form the foundation of a successful B2B marketing campaign. Get them right, and you’ll drive more leads—today and in the future.

1. Insight: Get the Right Ideas for Generating Quality Leads

Everything starts with insight. Better insight always produces better outcomes. And if you’re a subscriber, you’ve already heard me “beat the drum” about customer research. What customers think and see drives the positioning and messaging that resonates with them. Without insight, we’re just guessing (cue the Dilbert cartoons).

How to Gather Insight

  1. Talk to Your Customers: Interview them. Ask them about their needs, fears, motivations, criteria, and what they value most. They will tell you how to position your solution and how to communicate its unique value proposition. 
  2. Analyze Your Data: Use historical data from your CRM, marketing automation tools, and web analytics to dig into customer behavior. Look for patterns, trends, and correlations that can guide your strategy and strengthen your brand’s positioning and messaging. Causal analysis tools like Proof Analytics will help you understand the impact of specific actions on brand reputation and marketing time lag, which directly influences lead quality.
  3. Study the Market: Keep an eye on industry reports, influencers, competitor activities, and broader market trends. Context is key for staying top of mind.

NOTE: You can also use surveys and focus groups but don’t go overboard or think they are good enough. Direct conversations are always better. 

What To Do Next

  • Schedule at least 10 interviews with your best-fit customers. Why best fit? Because you want more of them. Understand why they chose your solution. Use this insight to fine-tune your positioning and messaging. If you don’t have 10 customers, start with one. For more on this, read How Deep Customer Insights & Brand Building Drive B2B Tech Success.
  • Review Your Data: Identify key metrics like customer retention rates, lead sources, and purchase history. Use this data, along with causal analysis, to refine your target audience and strengthen your brand’s positioning.
  • Research Your Market Niche: Spend an hour a week reviewing industry reports or competitor blogs. Note down any trends that could impact your brand strategy and lead generation efforts.
  • Grab These Two Resources: Running Customer Interviews That Don’t Suck and Customer Research Templates.

Two excellent customer research resources from Ryan Paul Gibson (L) and Olena Bomko (R)

2. Strategy: Align Your Brand for Effective Lead Generation

A Go-to-Market (GTM) strategy that’s rooted in solid customer insight is essential for generating quality leads. It ensures our brand message is consistent, clear, and relevant across all channels, making it more likely to attract and convert high-quality leads. Remember, brand reputation builds over time through a sequence of Awareness > Confidence > Trust and can take 3-5 years. Without insight, the business continues to struggle with each year feeling like Groundhog Day.

How to Build Your Strategy

  1. Define Your Audience: Break down your market into clear segments. Know who you’re targeting and why. This clarity ensures your brand speaks directly to the right people.
  2. Create Your Messaging: Develop messaging that highlights your brand’s unique value proposition, based on the insights you’ve gathered. Ensure it’s consistent across all touchpoints, and focus on building trust through clear, consistent communication.
  3. Align Your Channels: Make sure your website, social media, email campaigns, and sales materials are all telling the same story. This alignment reinforces your brand and makes your marketing more effective.

What To Do Next

  • Create Audience Personas: Develop a detailed persona that represent your best-fit customer (usually NOT an individual). Start with one. Chances are your best-fit buying audience won’t change unless you sell into very distinct market niches. Use personas to guide your messaging and ensure your brand resonates with the right audience, leading to higher-quality leads. For more on this, read Build Winning B2B Sales Teams: Audience Personas for Procurement Decisions.
  • Draft Key Messages: Write a messaging manifesto that highlights your brand’s unique value proposition, positioning, and sales pitch. Make sure these are clear, concise, and aligned with the insights you’ve gathered.
  • Review Channel Alignment: Ensure your website, social media, and sales materials are consistent and aligned with your brand strategy. Adjust where necessary to keep everything on point and focused.
  • Download this Free Go-To-Market Strategy Template:

Go-To-Market Strategy Template

3. Creative: Deliver Clear Communication and Build Proof Points

Creativity in B2B isn’t about flashy designs—it’s about delivering value. Content should differentiate our brand by addressing our audience's needs, not by how it looks. Yes, it should be well-designed and “on brand,” but that doesn’t mean going overboard with “artsy decoration.” Good design communicates. Bad design decorates. Too often, marketing creative becomes a committee project that ends in silly taste debates. Focus on showcasing value and credibility via proof points like case studies, client testimonials, testimonial videos, social proof, and online reviews. Leave the art to the galleries.

“If it doesn’t sell, it isn’t creative.”
 
David Ogilvy

How to Execute

  1. Develop Valuable Content: Focus on creating content that educates and solves problems for your audience. Your website is your primary source for whitepapers, case studies, reports, and how-to guides to reinforce your brand’s expertise and authority. Start with early wins and existing relationships to build these proof points.
  2. Prioritize Clarity: Ensure your messaging is straightforward and jargon-free. Simplicity beats cleverness in B2B, and clear communication strengthens your brand’s credibility, making it easier to generate quality leads. Use proof points to back up your claims and build trust.
  3. Use Multiple Digital Channels: Use social media, email, videos, and your website to distribute your content where your audience is most active. Consistent, well-targeted content helps build brand recognition. Highlight your proof points across these channels to provide evidence of your brand’s reliability and success. The more you show up, the more you stand out. But it doesn’t happen overnight.

What To Do Next

  • Plan Content: Outline 3 pieces of content that address your audience's biggest challenges. Start with a whitepaper, a blog post, and a case study that highlight market insight, competitive shortcomings, and your brand’s strengths. Use these as proof points to build credibility. For more on this, read How to Write Case Studies That Help Win B2B Tech Sales.
  • Simplify Your Messaging: Review your existing content and strip out any unnecessary jargon and fluff. Think mobile-first. Focus on clear, direct language that reinforces your brand’s value. Incorporate testimonials or reviews where possible to add credibility.
  • Optimize Distribution: Choose the 2-3 digital channels that are most effective for reaching your audience. Develop a content calendar to keep your efforts consistent and aligned with your brand strategy. Feature client testimonials, social proof, and case studies prominently to demonstrate your brand’s success. If you need help creating case studies, check out these three examples. #StealLikeAnArtist

Webflow integrates various ways to consume their customer success stories.

4. Metrics: Measure and Optimize to Ensure Consistent Lead Generation

We can’t build and maintain brand equity without knowing what’s working. Tracking our marketing performance helps us refine our strategy and ensure our brand continues to grow. Causal analysis plays an important role by helping us measure and forecast brand reputation and understand marketing time lag, which directly impacts lead quality.

“What you see determines what you understand, and that, in turn, drives your decisions.”
 
Mark Stouse, CEO,
Proof Analytics

How to Measure

  1. Set Clear KPIs: Identify the key metrics that matter most to your business and brand, such as lead conversion rates, website traffic, customer lifetime value, and brand reputation. These metrics will help you gauge the quality of your leads and the effectiveness of your efforts.
  2. Use the Right Tools: Use web analytics, CRM data, marketing automation tools, and causal analytics to track your performance in real-time. This data is critical for making informed decisions that strengthen your brand.
  3. Test and Learn: Regularly test different approaches to see what resonates best with your audience. Use these insights to continually optimize your strategy and reinforce your brand. Regular interactions with customers is also a great way to test and learn.

What To Do Next

  • Define KPIs: Select 3-4 KPIs (not 50) that align with your business goals and brand strategy. Make sure they’re measurable and actionable, and track them consistently. For more on this, read B2B Brand Marketing: The Long-Term Play for Sustainable Growth.
  • Implement Tracking: Ensure all your digital channels are set up with analytics tools. Regularly review the data, including causal analytics, to spot trends and adjust your strategy as needed to maintain or improve lead quality.
  • Run A/B Tests: Identify one area of your marketing to test—like email subject lines or landing page layouts. Analyze the results and iterate based on what you learn to continuously optimize and strengthen your brand.

ProofAnalytics.ai is the only causal analysis tool that can measure brand reputation and marketing time lag.

Final Thoughts

Trusted brands get put on the shortlist. We don’t buy reputation, we earn it. The process of triggering awareness, confidence, and trust in our brand can take years, but it’s the foundation for winning new business now and in the future.

Remember: No one ever got fired for buying IBM for a reason. 

To emulate IBM’s legacy, always put the customer first, deliver value, and build up case studies, testimonials, and online reviews. Update or replace success stories as you continue to build up your reputation. 

Whatever you do, don’t wait or set your brand reputation aside. Every moment your brand lies dormant is like taking years off the life of your business. Start taking these steps now to build a brand reputation that will drive your company’s success today and tomorrow. Invest in brand equity as you would financial equity.

If you need specific advice for your B2B tech firm, reach out. I’m always happy to chat. 

If you like this content, here are some more ways I can help:

  • Follow me on LinkedIn for bite-sized tips and freebies throughout the week.
  • Work with me. Schedule a call to see if we’re a fit. No obligation. No pressure.
  • Subscribe for ongoing insights and strategies (enter your email below).

Cheers!

PS: This article is also published and discussed on LinkedIn. Join the conversation!