I’ve worked in the technology sector since 2001; I started in engineering roles, moved into project and then product management, and found my home in marketing in 2008.
For the last decade, I helped a Canadian technology company extend into new customer verticals, expand into every global market, and grow into the industry leader before being acquired as part of a consolidation trend.
Through my own direct experience, conversations with other marketing professionals over the years, and extensive research, I recognized a few major challenges facing today’s B2B companies:
- The Start-Up to Scale-Up Marketing Gap: Most early stage technology companies can’t afford a full-time marketer, but need marketing to fuel their scaling efforts; without something to fill the gap, scaling is slower and less efficient. [Learn more…]
- A Shortage of Strategic Technical Marketers: Few capable communicators are strategic marketers, and fewer still have the technical knowledge to truly understand the problems they’re trying to solve and the solutions they’re marketing; as a result, messaging and content often miss the mark. [Learn more…]
- The Painful Reality of Slow Execution: Whether because of a skills gap or being unable to focus due to distractions, competing priorities, lack of organizational support, or other issues, internal marketing teams often have a hard time delivering great work quickly…which impacts every adjacency and contributes to a whole host of problems for the organization. [Learn more…]
- The Digital Dilemma: Many companies invest in digital marketing tactics without pairing them with quality content; as a consequence, pay-per-click (PPC) campaigns are less efficient, prospects are directed to sub-par content, and money and time are wasted. [Learn more…]
- Fractured, Inconsistent Messaging: Few organizations have a well-defined core message that’s delivered consistently across all media; this inconsistency creates confusion in the marketplace, most dangerously among potential customers (who crave clarity and certainty).