Unlocking Start-up Marketing Success: Why Most B2B Tech Founders Fail to Stand Out—and How to Avoid Their Mistakes!

Cult Products

In this episode, Phill and Adam interview Steevan Glover, a marketing consultant and director. They discuss the importance of focusing on the outcome and value that your product or service provides, rather than just the features. They also emphasise the need to target specific customer segments and avoid wasting time on customers who are not a good fit. They discuss the importance of having a clear brand message and story, and the need to iterate and adapt as the business evolves. They also touch on the role of influencers and the importance of having a human face for the company. In this conversation, Steevan Glover, Phill Keaney-Bolland, and Adam Yaya-Durrant discuss the importance of having a figurehead for a brand and the potential challenges that come with it. They also explore the role of websites in B2B tech startups and the need for a clear objective and conversion points. The conversation concludes with a discussion on the value of networking events and the importance of being innovative and subversive in a crowded marketplace.

Key takeaways

• Focus on the outcome and value that your product or service provides, rather than just the features.
• Target specific customer segments and avoid wasting time on customers who are not a good fit.
• Have a clear brand message and story, and be willing to iterate and adapt as the business evolves.
• Consider the role of influencers and the importance of having a human face for the company. Having a figurehead for a brand can be both positive and negative, as it can attract attention and inspire, but it can also limit scalability and create dependency.
• Websites for B2B tech startups should have a clear objective and focus on conversion points, whether it's generating leads or providing credibility.
• Networking events can be valuable for building relationships and generating leads, but it's important to choose the right events and add value to them.
• In a crowded marketplace, being innovative and subversive can help a startup stand out and attract attention.
• The early years of a startup are the most crucial for being adventurous and differentiating from competitors.