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A common homepage mistakes: → expecting it to do what only a 6-7 figure salesperson can do 🤷🏻‍♂️ Why do we pay sales people? They're able to translate FUNCTIONAL value into BUSINESS value for prospects. Take a real world example: ClickUp They understand this principle,

One of the biggest mistakes startups make? → having different teams own messaging in different parts of the customer journey In a perfect world, the customer journey is TRULY... a journey. (I.e. there's a unifying thread from beginning to end) 1️⃣ In reality, marketing

There's a huge disconnect between the way executives think customers buy their software... ...and how customers ACTUALLY buy their software. When do high level decision makers get brought into the buying cycle? Near the end. By the time they enter the picture, sales teams

If you're a newcomer to B2B marketing, it can feel like you need to learn a new language! There are so many different phrases to remember, roles to learn, etc. It can feel extremely daunting. I'm here to make your life just a little easier — I've compiled a list of the most

"We're selling an end-to-end platform to the enterprise." - famous last words of early stage founders Obviously, the perfect world as an early stage company is to sell only 6-7 figure deals at a highly repeatable rate. (Especially since it seems like collectively the entire

How should you structure your homepage if you have multiple products? Here are the four main approaches: 👇🏻 1️⃣ List your products by priority The way you prioritize will be different from company to company. What is matters is that you ARE prioritizing in some way or another

The hardest part about writing an ROI-focused business case is making up all the numbers and the data and the overall story.

Which is the bigger risk? 1) potential customers think your products do less than they actually do 2) potential customers have no idea what your products do at all If you polled executives of large SaaS companies, I would bet lots of money they think option 1 is worse than

Marketing PSA 👋🏻 There are other ways to differentiate besides saying "we have AI" A key component of positioning is your differentiation against competitive alternatives. Here are 14 different ways companies differentiate themselves: 1) User Experience Sonos is easy to

It's a rite of passage for high level marketing execs to bring in a 7-figure brand agency in their first 90 days of being hired... ...but is it worth it? 🤷🏻‍♂️ Sure, you want to leave your mark on the company. And you just saw (insert other cool Sequoia-backed company) got a

"We need customers to see all our features or else they won't be interested!!" I hate to burst a founder's bubble — but abundance doesn't equate value. 80% of software features go unused. Go back and listen to some inbound sales call. Most likely, people were shopping for

There's a reason startups often start by selling to other startups... Like attracts like. When you go through Y Combinator and hang out with all the founders in Y Combinator... ...you're all thinking the same thing: we are going to change the world 🤩 It becomes natural for

Positioning for early stage and growth stage are different in five major ways: 1️⃣ Market Difference ES: exploring multiple segments... hoping to conquer ONE of them GS: have fit with one (or more) segments... deepening penetration 2️⃣ Product Difference ES: half-built,

Sometimes... you really can just build a better mouse trap. There's a popular ethos around "creating a category" that has captured the minds of many in the startup world. Anyone starting in an existing category must not really be innovating... ...right? WRONG. Here are

True? Or true?

There are two levers an early stage founder can pull to grow their startup: → deliver the same use case for more segments → expand the use cases your product can deliver (either for one segment or multiple segments) Calendly is a rare example of a growth stage startup that

Want to IMMEDIATELY stand out from the crowd in B2B? Just say what you f*cking do. Verche Karafiloska had me as a guest on Cognism's podcast "The Loop" back in February while she was still leading product marketing at the company. In the episode, she shared that they had

My 10 most controversial takes: 1. Value-based pricing is a scam. 2. If your impressions are down, it’s your fault. 3. Almost all ROI claims are made up. 4. Most SaaS companies should charge LESS, not more. 5. Sales-led, enterprise-focused companies should message like

The two biggest homepage mistakes B2B marketers make: 1) writing for the c-suite 2) writing for the end user When we advocate that startups should NOT write for the c-suite on their homepage, I'll always get asked this question: "So should I write for the end user? They don't

“Most founders try to do too much and spread themselves thin. You can’t win in 10 markets at once—dominate a tiny niche first, then expand.” Rob Walling and Anthony Pierri chat about SaaS positioning and more in episode 772👇 startupsfortherestofus.com/episodes/episo…